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8 Reasons Why You Should Publish an E-zine September 2010
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 Greetings!
In less than a few hours a month, you can produce an effective electronic newsletter, also known as an "E-zine."
An E-zine is a customized electronic newsletter that is commonly used in business, but rarely in the field of law.
If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.
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Email Marketing: A Can't Miss Opportunity to Build Revenue and Marketing Efforts
I have compiled 8 reasons why you should publish an E-zine as part of your Legal Marketing Efforts.
1. Low Cost & Immediate. An E-zine gives you a low-cost and instantaneous method of sending out your information to current and prospective clients. All you need is a database of email addresses from people who've given them to you. Once your E-zine system is set up, you can also use it to send out alerts, advisories and messages as frequently as you desire.
2. Two-way Dialogue. Not only does an ezine provide you with an easy way to reach customers, it also gives them an easy way to reach you. You don't have to be a programming genius to build in this feature, because many of the user-friendly E-zine programs available provide you an easy way to add contact links for your E-zine recipient to use to contact you. It is also important to add all of your social networking links so that recipients can share (and they do) the information that you are sending them. Icons for your Facebook and Twitter accounts, as well as blog and website links can easily be integrated.
3. Helps Boost Your Marketing Efforts. You can use an E-zine to easily reinforce what you want current and potential clients to know about your law firm, to showcase your expertise and provide important information. We often suggest adding tidbits of information about your staff and any community service you are involved in to help the reader feel more connected to your firm.
4. Measurable Marketing. Many E-zine programs come with easy-to-use methods of tracking your results. Your time is valuable, so it's important for you to know how your E-zine is working for you. These stats include open rates for your email that you can compare to the rates in the legal industry. It will also allow you to see who is clicking through to your website, blog, and social networking sites.
5. Saves Printing Costs. It is ridiculously expensive to produce and mail newsletters. And, as those costs continue to rise, you're faced with deciding whether or not a certain client or prospective client is "worthy" of receiving the newsletter. With an E-zine, there are neither paper nor postage costs, so you can send to as many people-or as few-as you desire, without concern for cost. According to a 2008 report from the Direct Marketing Association, marketers could expect a return of $43.01 for every $1 spent on email marketing.
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6. Builds Relationships With former Clients. An E-zine is an excellent way to maintain and continue to build relationships with former clients. Be sure to capture their E-mail addresses in the initial stages of their relationship with your firm so that you can immediately start that communication with them.
7. Educates Clients on Different Practice Areas Within the Firm. Are there other services and practice areas within your firm that you want to grow? An E-zine can and will generate more traffic in those areas as they read your E-zine and realize there are other issues that you can help them with. For instance, a family law attorney may offer services for bankruptcy which often happens amidst a divorce.
8. Generates Referrals by Keeping Your Firm Foremost on Their Mind. A monthly informational piece will give your clients a "gift" of information that they can use and that they will appreciate and will cause them to remember your firm when legal needs arise. Additionally they will remember to refer you to friends and family.
There have been questions recently that the effectiveness of e-mail marketing is decreasing as more email campaigns are flooding into the market. Recent statistics show that this is just not a true assessment. Epsilon and the Email Experience Council released the Q2 2010 North America Email Trends and Benchmarks Results which show an 18.0% increase in open rates from the same time two years earlier.
The benefits are obvious and the risks nearly non-existent. Start your E-mail marketing campaign as soon as possible to take advantage of this all too successful tool.
If you find you are lacking in experience or time to produce an E-zine of your own, contact me, I will give you a cost effective solution that will allow you to get out the first edition of your firms E-zine in 30 days.
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 Friday, September 24th, 2010 - State Bar of California Annual Meeting. Social Media Marketing for Attorneys: How to Use Facebook, LinkedIn, and Twitter to Generate More Business. Join law firm marketing expert Stephen Fairley for an energetic and practical 2 hour workshop on how to use social media to generate more leads and develop a referral network.
Tuesday, October 5th, Wednesday October 6th, Or Thursday October 7th, 2010 - Becoming a Rainmaker: Practice Development Strategies for Small and Solo Law Firms. Discover proven strategies for finding more and better clients and an established system for generating more referrals. Co-sponsored by New Jersey State Bar Association.
 Thursday, October 14, 2010 in San Francisco - 1 Day Workshop - Proven Marketing Strategies for Today's Rainmaker: Designed for busy Attorneys and their Staff. Discover how to apply proven marketing strategies to create a 7-figure lifestyle law firm. Increasing Revenues and Referrals Using Networking, Internet Marketing and Social Media In the New Age - Includes 1 hour of MCLE Ethics Credit for CA attorneys.  Tuesday, October 19th - Phoenix Legal Networking Group. This meeting is specifically designed to help attorneys and their staff discover how to effectively market and grow their business. Join us for some great food, good fun, a few laughs, to reconnect with other attorneys, and learn how to Use Blogs and Internet Marketing to Generate More Leads. Click here for more details.
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