The combination of social media, free reports, and email campaigns keep your firm top-of-mind for those who’ve used your services, as well as potential clients and referral partners. You have to think of email marketing and nurture campaigns as long-term marketing strategies, similar to dating to build trust and loyalty.
So, how can an attorney take advantage of using a system like Infusionsoft or AWeber?
First, we must identify our client. Who are we targeting? How old are they? What would they like to see? What drives them or keeps them up at night?
Let’s use a personal injury attorney as an example. I am a PI attorney and I am seeking a cost-effective, long-term marketing strategy that also contributes to the growth of my email list. This can be tough because people don’t keep a PI attorney on retainer. They only need or find one when something happens to them or a family member.
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Let’s think outside of the box for a second. If I am a PI attorney, what types of cases do I take? Let’s use an easy example like car accidents. I could perhaps create content outlining the top 10 vehicles subject to recalls for deadly defects. I would use Facebook as a social platform to promote this content to a targeted demographic. This would direct them to a landing page with more information or offer a free download — like a safety checklist or e-book about car accident claims — in exchange for the interested parties’ names and email addresses. Now I can add them to my email marketing list. I can start sending them related content so that when their Facebook friends are in need of similar information or my services, they either share my content or recommend me as an attorney who consistently delivers quality information.
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Let’s use a dentist as another example. What kind of content could a dentist use to build his email list and nurture clients who have used his services? A dentist could create a short video like, Three Tips to Better Flossing So Your Teeth Feel Like You Just Left the Dentist. Or the dentist might publish an article or blog post about The Art of Whitening Your Teeth Without Bleaching. This can be a chapter in a book or just a tip you giveaway to gain targeted likes or grow and nurture your email list.
The great thing about this is once you create one compelling piece of content, you can repurpose it. This is one of 10 reasons I love content and what we do at We Do Web Content. We are helping our clients deliver information that helps their potential clients and helps them get found in search.
It’s important to note that when creating your content strategy, you must think about your target audience and have a goal for each piece. Also, all of the content you create should support and be consistent with your brand and Web presence. Only create content that’s relevant to what you offer.
How many emails would I include in each campaign?
If you’ve ever researched marketing in a general sense, you’ve probably come across the term “touches”. A touch refers to reaching out to a client via a newsletter, email, etc. In Dr. Jeffrey Lant’s Rule of Seven, he recommends up to seven touches within 18-month period. You can start with two touches per week and offer links to additional content your audience might find interesting. If you hit the mark each time, your efforts and attention to detail may lead them to seek more frequent content.
Bear in mind that in order to keep people interested and subscribed to your email marketing, you need to know everything about the audience. It’s the only way you’ll be able to effectively deliver content they’ll find useful and worth sharing. In the beginning, your potential clients may not trust you enough to buy, but you have to keep thinking of ways to fill a need or provide some emotional trigger. Your audience may have the following questions, so consider them as you structure your content.
• Can you help or solve my problem?
• What can I expect if I take the action the page wants me to take?
• How many steps will it take to complete this action?
• What’s the cost?
• What’s your experience?
These answers, along with good, informative content about topics that interest those on your email list, will surely build trust.
To recap, a solid, laser-focused content plan including website content, blog content, e-books, emails, and newsletters are integral marketing tools. Using these tools wisely and repurposing them will save you time and help grow and nurture your email list. Show your audience that you get it and deliver information that educates them and persuades them to make a decision. Have fun!
If you need help developing a content strategy or email marketing campaign, let us know. We’re here to help.
