Your law firm’s marketing plan should prioritize email campaigns because of the personal connection it establishes with prospective clients. Regularly disseminating a newsletter is a great way to attract new customers and keep your name in front of existing ones. On the other hand, not every newsletter is the same. The goal of your law firm’s newsletter should be to inform and educate your readers. We recommend that legal professionals be innovative and try out different approaches to their content on a regular basis if they want to keep their readers interested.

• Case Studies
• Blog Posts
• Informational Video
• Business Development
• FAQ
• Newsjacking
• Downloadable Content

Case Studies

From time to time, it’s a good idea to use your newsletter to highlight some of the firm’s notable victories or noteworthy cases. In addition to boosting your company’s reputation, this will also inspire your clients and attract new ones by providing useful information.

Blog Posts

If your law firm maintains a blog, you should highlight some of the most read entries in your newsletter. Because of this, subscribers to your law firm’s newsletter can look forward to a wealth of information on contemporary issues in the legal profession.

Informational Video

Wordstream found that 86 percent of people want to see more branded videos. We recommend including some of this material in your law firm’s newsletter. The same advice that applies to written email content also applies to video emails: provide useful information rather than just advertising your business. If possible, try to keep your video to under 2 minutes in length.

Business Development

This is your one and only opportunity to brag a little about yourself; use it wisely. With this strategy, you hope to increase your number of leads and strengthen your connections with potential clients. Showcase your proficiency, provide client testimonials, and publish any discounts or promotions your company is offering. For instance, if you advertise free 30-minute consultations but have trouble filling them, this would be a good time to do so.

FAQ

Do your lawyers often face the same inquiries? It’s possible that these inquiries are related to the areas of law in which your firm specialises, or that they are typical inquiries made during the first consultation. Whatever your newsletter’s format, it’s a good idea to answer some of your readers’ most frequently asked questions there. Become skilled at social listening and keep up with the latest industry buzz. Once you know what people want to know, you can address it in your newsletter.

Newsjacking

You can see examples of this all the time on Twitter. When you “newsjack,” you use current events to boost interest in your own material. The legal sector is an ideal market for newsjacking because of the immediate impact it can have. Every sector, from healthcare to finance, is subject to policy shifts, public relations crises, litigation, and government oversight, and there is no shortage of news coverage on these topics. That makes it less of a hassle to track down articles in the press about the areas of law in which your practise excels, and to promote content in those areas.

Downloadable Content

Detailed content that readers can skim, read at their own pace, and save for later consumption is always in high demand. Include in your company’s email newsletter access to downloadable long-form thought leadership pieces. This could be in the form of an ebook, a checklist, a manual, etc. Some enticing sentences can be included, along with a clear call to action and button leading directly to the download form.

In Conclusion

Your law firm will attract the attention of the right people at the right times with the help of a well-planned and consistently implemented newsletter marketing strategy. Consider implementing some of these content strategies, and above all, be a genuine resource for your intended audience.