A key ingredient to client retention and client acquisition is trust. In the legal industry, cultivating trust requires more than just providing quality legal services that meet client business objectives. It also requires providing clients, as well as prospects, with relevant information and insights that can help them conduct business better, whether by avoiding risk or seizing opportunities.
Fostering trust in this manner is the domain of client alerts and law firm newsletters. These vehicles for thought leadership can lead to a significant payoff.
Below are some of the benefits of client alerts and newsletters:
- As mentioned, they serve as vehicles for the delivery of attorney thought leadership, thus bolstering the credibility of authoring attorneys.
- They provide a service to your clients by keeping them informed, which in turn maintains the trusted advisor relationship.
- They are a form of direct digital marketing, which means you are placing content directly into your audience’s inbox rather than hoping they stumble upon it.
- Recipients can easily opt-out, which means that those who opt-in can be considered a pool of potential leads. You also have access to important metrics, such as open and click-through rates, which can further inform your marketing strategy.
- They extend the ROI of existing content. By repackaging content that has already been developed – e.g., blog posts, contributed articles, etc. – and incorporating it into your newsletter, you can increase that content’s shelf life.
How can Jaffe help you with client alerts and newsletters?
As the legal industry’s full-service marketing and PR agency, Jaffe can manage every aspect of your client alerts and newsletters, from conception to execution. We work with your attorneys and marketers to evaluate your audience and develop a content strategy that speaks specifically to your desired customer base. We also advise on content development and can leverage our talent to write on your firm’s behalf.
Our creative team can develop templates that give your alerts and newsletters a professional look that aligns with your brand, while our business development team can assist with strategies to grow your lists. After deployment, our digital strategists can help you analyze your metrics and deliver actionable steps to help you continue to increase the return on your investment.
Want to learn more about how we can help with client alerts and law firm newsletters? Contact Terry M. Isner at tmisner@jaffepr.com. And if you want to read a case study about how we improved our own newsletter, click here.