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The Specialists in Law Firm Marketing
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June 2021


Idea of the Month:

E-blasts -- Systemize them!


Seasoned marketing experts rank newsletters/e-blasts as one of the most effective techniques for imaging/awareness building, new client acquisition, and client retention. Why?

  • Targeting: You can build a database of your known contacts — current and past clients, business contacts and other referral sources, and prospective clients who may need your services. This "targeted marketing" can be highly effective vs. "shotgun marketing" which is trying to immerse the marketplace with your message but typically wastes money.
  • Lower cost vs. many other digital options: Newsletters/e-blasts are one of the least expensive methods to directly reach your audience.
  • Frequent views: Did you know that over 90% of business owners and individual consumers check their email at least once a day, most doing it several times a day? This means that your newsletters/e-blasts will have an opportunity to gain a quick review and potential response.

These are just a few of the reasons why newsletters are so effective (learn more).

So, what is stopping you?

Many firms never get e-newsletters out of the concept stage, or only manage to get 1-2 issues done, because the process is too difficult for them. Don't let this stop you!

At The Specialists in Law Firm Marketing, we offer a system to get e-blasts developed and distributed regularly! We make the process easy!

Our assistance includes:

  • Content development, including copywriting and photos/images
  • Support in database development
  • Distribution to your targeted lists
  • Posting to your website and social media
  • Compliance with Federal CAN-SPAM requirements
  • Post-distribution sales programs

Learn more -- see our article on "How to Get an Electronic Newsletter Up and Going Without Losing Your Mind" as published in "Big News for Small Firms," The Magazine of the Solo and Small Firm section of the California State Bar Association, reprinted with permission.

Interested? Contact us to discuss how we can help you. Reach out to the experts at The Specialists in Law Firm Marketing.


Article of the Month:

Targeting Profitable Markets

targeted marketing
Are your current market segments unprofitable? Is there not enough growth potential? Or are you just ineffective in your marketing and sales activities? Before launching into new targeted markets, take time to do marketing planning and analysis, which can save you time and money, while making your marketing more productive.

Targeted marketing identifies a group (segment) of your potential clients who are more likely to buy your services/products. Once these key groups are defined, marketing campaigns can be developed to specifically address the needs of your targeted market and drive prospects to select your firm. In this article by Kevin W. Brown, M.B.A (as published in the "Orange County Register," reprinted with permission), the author recommends five steps for your firm's effective targeted marketing campaign.


Recent Engagement:

Branding for Restructured Firm


In this engagement, a new composition of partners (some left, others stayed) was the impetus for our client to seek rebranding for the "new firm." The Specialists in Law Firm Marketing was called in to get it done (click here to learn more about "branding and positioning").

The time frame was less than 30 days, which may seem extremely short but is actually something The Specialists in Law Firm Marketing has done many times over for various clients. Some key accomplishments of this project included:

  • Client communications: It was important to the partnership to maintain continuity (and avoid concerns of a big shakeup) with their existing clients, so that client retention would be a non-issue, while at the same time use the opportunity to update long-overdue branding for the firm. These concerns were addressed in our communication campaign, beginning with the initial announcement and continuing over a planned one-year program of communicating the firm's key benefits and abilities.
  • Corporate image package: As part of the client's branding program, we emphasized the firm's key strengths and unique characteristics that would help it stand out in the market. A professional, striking logo was developed, along with stationery materials.
  • Website and e-brochures: We built the client's new website, including writing all content, designing the site, launching it and promoting it to search engines. The firm also wanted a series of brochures in print and e-formats, which we created along with cover letters to send to their contacts.
  • Public relations: Our approach to the firm's relaunch was a positive spin (vs. a perception of problems which may have caused the break-up of the partnership). An announcement was sent to key contacts, and postings were communicated on social media platforms, website postings, and an e-blast announcement.

Questions? Whether your firm is reforming or simply needs a "brand refresh," we can help. Contact the experts at The Specialists in Law Firm Marketing.

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