When you’re looking for a cost-effective strategy for promoting your firm, you can’t beat email marketing. 

Compared to other types of digital marketing it’s easy to manage, requires few resources, and has a high return on investment. (Even as early as 2014, the Direct Marketing Association was reporting a 4300% ROI for email marketing.) For a few hundred dollars a month (or less), you can:

  • Capture leads earlier because you control traffic that goes to your website.
  • Keep your firm on the radar of past, current, and future clients

Like any marketing strategy, you need to get started by defining your goals and audience and then creating email campaigns that accommodate both. This guide can get you started.

What Do You Need to Know About Email Marketing?

First, emails need to be relevant to be effective, so consider your ideal client’s demographics, such as age, career, financial status, education, and so on. By defining your audience, you can tailor your email campaigns accordingly.

You should also consider a number of data points when planning your campaigns, including open rates, click-through rates, and unsubscribe rates. If you aren’t sure where to begin, you can benchmark your goals using average email statistics for your industry. (The legal industry is usually anywhere from 15-30%)

What Type of Emails Should You Send?

Attorneys most commonly send the following types of emails:

  • Newsletters: Law firms usually send newsletters to existing clients, other attorneys, and business partners. They are primarily used to inform your audience and help them keep your services in mind.
  • Drip Email Campaigns: In drip campaigns, a series of related emails are delivered on a schedule. You might publish an eBook and send it to your subscribers chapter by chapter. Alternatively, you can build an email sequence with various information and resource about your firm.

Personalizing Your Email Campaigns

Research shows that putting the recipient’s name in the subject line increases the open rate for emails. Other tips include:

  • Use unique header images with city-specific pictures if you target clients in different cities.
  • Develop dynamic content using demographic and geographical data.

What Is The Best Way To Analyze Email Marketing Campaigns?

After you launch your email campaign, you must analyze its results to assess its effectiveness. Take a look at the same metrics as you did at the beginning, such as open and click-through rates. After evaluating a campaign, you can tweak elements like images and subject lines to improve results. 

Conclusion

Email marketing may seem challenging at first, but it’s one of the best ways to keep clients engaged. A good email marketing strategy will increase website traffic and consultation requests, both of which can make your firm more competitive.

Before I start, one thing I’ve learned during my time in the industry is that when it comes to legal awards, “you’ve got to be in it to win it.” You might not think your firm is in with a chance, however if you apply for the right categories, you will have more of a chance than you think.

Why should you enter legal awards?

The most self-evident reason to go for legal awards is marketing. Winning an award or even being shortlisted, gives you content marketing materials and logos it can add to its website lawyer bios and pitches.

Awards are a form of social proof, which can be leveraged to appeal to new clients and gain new work. For instance, if you’re trying to sell your ESG practice but haven’t marketed it before, an award in that area gives you something you can talk about and added credibility. This credibility will open the door to PR opportunities which in turn, lead to new work.

The process of putting together an award submission, and this also applies to directories, is a great way to think seriously about your firm’s value proposition. What are the strengths of your firm and its team? Submissions will make you think about this in more detail. Even bigger firms have been known to use material from previous award submissions when compiling pitches.

And thirdly, awards are great for networking! Whether you’re nominated, shortlisted, or you go on to win, you will likely be invited to the awards ceremony. Of course, you might have to pay for a table, but these are always a great opportunity to rub shoulders with your peers and competitors – and for industry-specific awards, clients, and potential clients. 

What are some of the differences between different awards?

There are hundreds of awards for law firms. Some of them are specific to the legal sector, with categories across practice areas; and some of them are industry-specific, catering to law firms and other stakeholders in a particular niche.

Some awards charge your firm to enter, while others are free. As a general rule of thumb, awards that charge are usually seen as less reputable by the market, although there are exceptions to this rule – for instance, The Lawyer Awards in the UK.

Several publications run legal awards globally, such as the Financial Times, Legal 500, Law.com, and IFLR, but there are also local and regional awards, such as the CEE Legal Matters awards in central and eastern Europe.

Then the sector and practice area-specific awards come in many shapes and sizes depending on the sector, for instance, the Private Equity Wire European Awards, or Real Deals ESG Awards being great examples.

What should you consider when assessing which awards to go for?

When approaching legal awards, think about your overall marketing strategy. Which clients are you trying to target, and which departments or lawyers would you like to showcase?

Some clients, in particular niches, respond well to industry sector-specific awards. For instance, the Private Equity Wire European Awards cover all private equity market participants – if your law firm is targeting these companies, then going for one of the law firm categories is logical.

If you don’t have a specific audience niche in mind, then consider going for an award with more brand recognition, such as the Legal 500 awards or one of the many awards hosted by The Lawyer and Law.com.

Ultimately, you’ll want to go for a blend of both types of awards, to maximize your chances of recognition.

Next – and this seems obvious – but make sure you can meet the exact criteria of the category you’re applying to. The criteria will always be listed on the award’s website. If you can’t meet the criteria, then don’t waste resources on applying. 

You also need to think about whether your firm has the resources to participate in the awards process. Always think about the ROI. Even awards that are free to enter might need partner buy-in or require a certain amount of potential billable hours of investment from your team. Ready to elevate your firm’s profile? Contact The Marketing Legal today for a free consultation and discover how we can help you win the awards that matter most.

You may have heard of the phrase “agile marketing” recently, and if you have no idea what it means, you’re not alone. On the other hand, you may have panicked at the thought of other firms doing this and getting ahead of you. Ironically, it’s this feeling that has created agile marketing. It’s a term inspired by the principles of agile software development and is built on flexibility, speed, and collaboration. 

Agile marketing allows you to craft your marketing plan on solid, reliable principles while also being able to adapt to change. People who use this approach optimize their strategies in real time to attract more clients. Agile marketing leverages frequent interactions and feedback to refine your marketing initiatives. Ultimately, it ensures that your marketing strategies align with current demands and opportunities. 

Agile Marketing Explained  

Agile marketing is about embracing change and making quick adjustments. Unlike traditional marketing strategies that rely on long-term plans and extensive campaigns, agile marketing breaks down work into smaller, manageable tasks. These tasks are called sprints. They’re designed to allow teams to focus on short-term goals—and get quick wins. Conversely, they may also fail. Agile marketing lends itself to continuous testing and learning, which is crucial because digital platforms and client behaviors are constantly changing. 

When a marketing team does one of these sprints, it completes a set amount of work in a short amount of time. The team addresses smaller tasks during this sprint cycle and produces quicker results. Because the timelines are intentionally brief, sprints allow people to adjust their plans every couple of weeks. The marketing teams work in frequent iterations while gathering continuous feedback. Agile marketing extends to customer relationships, leveraging frequent client feedback to ensure the delivery of the right work at the right time. This constant process lends itself to adopting the most successful and responsive marketing strategies. 

Other Benefits of Agile Marketing 

Another significant aspect of agile marketing is the focus on collaboration and cross-functional teams. Traditional marketing departments often operate in silos, with different teams working independently on various aspects of a campaign. In contrast, agile marketing promotes collaboration across disciplines, encouraging teams to work together towards common goals. Collaborative approaches ensure that different perspectives are considered so that more innovative and effective solutions can be discovered. Agile marketing requires teams to embrace this way of working because it wants to replace the silos and hierarchies with open collaboration.

Agile marketers take a data-driven approach to developing marketing campaigns because this quantifies their success and forces them to adjust. They use various visual management tools to provide a 10,000-foot view of their systems, processes, and results. Teams are accountable and help develop a shared understanding of all projects in progress, boosting the team’s overall effectiveness.

What This Means for a Law Firm 

Agile marketing or agile methodology has disadvantages and criticisms. For instance, people need help to see a clear end goal, and the results can be fragmented because everyone contributes during various project stages. As a law firm, continue focusing on providing value through your services and marketing efforts. Marketing is a means to an end. Agile marketing is a methodology, and small law firms rarely have the capacity or personnel to focus on constantly re-evaluating their strategies. If you’re getting referrals from your existing network and attracting the types of clients you want to work with, your marketing efforts are working.

What are legal directories?

Simply, legal directories are listings of law firms. The most prominent directories rank law firms and their lawyers with the intention of guiding consumers to the best lawyers for their legal problem. Some of them target private clients, other are more focused on corporates and corporate counsel.

Most directories don’t charge you to make a submission and directory listings and rankings are usually made independently of a law firm’s subscription. However, subscription plans do exist and usually give firms the opportunity to post a firm profile and biographies for individual lawyers, as well as tools that make the submission process easier or provide market data that might be useful for the firm.

What are the main global directories?

There are several regionally specific directories, with Avvo, FindLaw and Martindale being popular in the US, however the biggest global players are the Legal 500, Chambers & Partners, IFLR1000, and Who’s Who Legal. In common, the global directories have an audience of corporate counsel and high-net-worth individuals. 

The Legal 500 and Chambers & Partners have the biggest global footprint, with an army of researchers covering all global jurisdictions and a significant number of their practice areas. IFLR1000 covers fewer practice areas but also has a global footprint.

Who’s Who Legal has recently evolved following an acquisition by Lexology. The directory covers all global jurisdictions, but the research team is much smaller. In its new guise, the directory is more “pay-to-play.” The focus is on individual lawyers more than law firms however, they’ve introduced a new AI search tool whereby lawyers can be matched to specific client queries – lawyers from firms that have paid for a profile will be suggested first, with the ability to submit keyword optimized profiles for their practitioners.

Why should your firm engage with them?

The legal directories confer numerous benefits on firms that engage, so it’s worth having these in mind when considering the resources that go into compiling a submission and they are all related to an extent. The top three are credibility and trust, targeted exposure, and SEO.

Credibility is a sacred commodity in law, whether you cater to private clients or multinational corporations. In a crowded market, you need to demonstrate why you are best placed to take on a client’s matter. There are many ways this can be done – referrals are usually how clients meet their lawyers and signify a certain level of credibility. A directory listing or ranking is another way.

Your submission will be vetted by external researchers and benchmarked against other firms in your jurisdiction and area of practice. Therefore, recognition in the directories demonstrates that your firm is working at a certain level in comparison to your peers and competitors.

Reaching your target audience, and an international one at that, is like gold dust. Although clients will most likely work with firms that have been referred or that they have an established relationship with, they will also refer to the directories, particularly in jurisdictions or practice areas they haven’t been exposed to yet. Therefore, if your firm is listed in one of the directories, you will at least appear in your target client’s primary research.

Legal 500, Chambers, IFLR1000, and Who’s Who Legal are all targeted to corporate counsel, but their readership also includes international firms that might refer their clients to your firm for specific matters where they lack capacity.

Finally, the directories are seen by search engines such as Google as having high authority. This means that a listing in the directories will contribute to your visibility for relevant search engine queries.

One of the criteria for search engine visibility is Experience, Expertise, Authoritativeness, and Trustworthiness (or E-E-A-T). The process that goes into directory research helps your firm meet this criterion – hitting on all of the above aspects. If a directory ranking is combined with a paid profile on the directories, that allows firms to add firm and lawyer profiles that link to your website, the directories are also a good source of backlinks; external links that signal to search engines that your website is a legitimate source of information.

In addition to all of the above, once you’ve secured your ranking, you now have content for all your website, lawyer bios, and pitches that contribute to your “social proof”.Ready to elevate your firm’s profile? Contact The Marketing Legal today for a free consultation and discover how we can help you rank in the legal directories.

Increasing referrals is one of the fastest ways to grow your revenue. One metric on your dashboard should be: “# of Referrals this month.” But asking for referrals can feel awkward if not done properly. Here’s a way to make asking for, and receiving, referrals easier for everyone. 

Having a book is one of the most versatile marketing assets you will ever create. It’s a powerful lead generation magnet as well as a tremendous tool for multiplying referrals. We teach our clients many referral marketing strategies; here are two of the most powerful ways to use your book to gain more referrals.

  1. Client Scripting

Asking for referrals should be an integral part of your marketing strategy (and a KPI). As you work with a client through the process of solving their legal issues, when have you decided to ask for referrals? The other question you must ask is, how specifically do you ask your clients for referrals? Unfortunately, many lawyers feel strange asking for referrals from their clients. It can be awkward to get into this conversation with your client, and it can feel “forced” for them to bring up this conversation with their friends. Learning how to script your client referral conversation makes this so much easier.

When you are working with a client, and they are happy with you and your service simply ask, “Would you do me a favor?” 

Since they are happy with you, they will respond with “Yes.” Then you say, “As you are talking with your friends and coworkers about how we are helping you, would you do me a favor and give them a copy of my book and say, (now hand them a copy of your book and say), “This is the person whose helping me with my legal issue. They’ve been very good to work with. You should read their book.” That’s it. 

Now what just happened? 

First, you made certain they were happy with you. Next, you asked them a simple question. Third, you put into context when you would want them to share a copy your book and with whom. And forth, you gave them a very simple script that they can use.

This simple approach removes all the negatives of asking clients for referrals. It is a proven, powerful, and very productive strategy that you can use to gain referrals using your book.

  1. Professional Peers

Another referral strategy is to work with professional peers in your community. These are people who can refer their clients to you when they need your service. The script for your professional peer is similar to the script you will use with your clients. Just make minor adjustments for their situation. 

Your professional peers should have copies of your book in their lobby, as well as behind the front desk and in their office. Instead of them handing out your business card when they need to refer a client to you, give them a script and have them hand their client a copy of your book. 

By following these two very simple strategies, you will increase the number of referrals you receive from both your clients and your professional peers. Imagine if every client you work with referred just one person to you. And what if you had a network of a dozen professional peers who each referred 3 to 4 clients every year to you. What would that do for your business?

Creating a referral strategy is one of the most strategic, and profitable, ways to grow your business by using your book. Use the script above and make it yours. Then use it with your next client and share it with your professional peers. The next time you look at your Dashboard you’ll see your referrals – and your revenue – both increasing. 

If you need help crafting your script or creating your book, find a time for us to have a conversation at SpeakWithMichael.com.

AI is revolutionizing work processes in the professional services industries. We’re aware of its amazing potential, but many of you are concerned and fearful rather than excited. Will it replace human workers? Will its adoption render all those years of learning and professional experience obsolete?

The answer to both questions is a definite NO. While AI has the ability to improve productivity, efficiency, and accuracy, it won’t replace human knowledge, insights, and creativity. However, the law firms that use AI will end up replacing the ones who don’t use it.

In this article, we’ll take a closer look at how AI can empower, not replace, you and your firm.

Streamlining Research

Using advanced algorithms and natural language processing, AI-powered research tools can quickly sift through large amounts of data and extract relevant information, saving both time and effort. Using these tools, you can find relevant cases, statutes, and precedents with remarkable accuracy, enabling you to gain a comprehensive understanding of legal issues. 

AI doesn’t seek to replace human expertise but rather enhance it by presenting you and your team with valuable insights and recommendations. This in turn allows you to focus on higher-level analysis, strategic decision-making, and client interactions, thereby increasing productivity and quality. 

Automating Document Review and Contract Analysis

AI-powered review platforms can process and analyze vast amounts of documents quickly, saving valuable time and reducing the risk of human error. Legal professionals can use these tools to flag critical clauses, identify potential risks, and extract relevant information from contracts and legal documents. By taking on the repetitive and time-consuming tasks of document review, AI allows you to focus your energy on higher-value activities, such as interpreting complex legal issues, providing strategic advice, and engaging with clients. 

Enhancing Writing and Drafting

With their sophisticated algorithms, AI-based writing assistants can improve the grammar, style, and clarity of legal documents. With these digital companions, you can convey your ideas with greater precision and impact (in a fraction of the time it would have otherwise taken you). Moreover, automated drafting tools powered by AI can speed up the creation of documents by generating accurate drafts based on predefined templates and knowledge. 

With AI’s capabilities, you can focus on injecting your specialized knowledge, critical thinking, and unique insights into writing and drafting. In essence, AI acts as a trusty sidekick, enabling you and your team to craft well-polished, persuasive documents that stand out, while allowing your creative brilliance to shine through.

Improving Case Management and Workflow

Using AI, you can automate task allocation, tracking, and collaboration, so everyone stays on top of things. By handling these administrative and organizational aspects, AI frees up valuable time for you and your team to concentrate on the substantive aspects of their work, like analyzing complex issues, devising winning strategies, and providing top-notch client service. 

Conclusion

Integrating AI into your industry isn’t a threat, but a huge opportunity. While AI undoubtedly enhances efficiency, accuracy, and productivity, it will never replace the invaluable human knowledge, insights, and creativity that legal professionals bring to the table. 

By eliminating mundane tasks and administrative burdens, AI lets you focus on what you do best: analyzing complex legal issues, providing strategic advice, and providing exceptional client service. So let’s embrace AI as the transformative force it is, empowering law firms to reach new heights of success in the digital age.

YouTube is a massive search engine, thanks in part to it being a Google property, but also because video as a consumption medium is becoming increasingly popular. So how can law firms utilize this database to have a successful presence? Here’s the info:

Who It’s For

YouTube is one of the biggest search engines in the world along with Google and TikTok. People search for all kinds of videos, especially when they’re looking to learn something. You as the owner of a law firm that provides a specialized service (that the rest of the general public doesn’t have the slightest clue about) have the opportunity to elevate your authority and credibility by utilizing this platform.

What to Post: 

Whether it’s a video version of your podcast or you answering frequently asked questions, YouTube is where you post them. But they don’t just have to live there, you can embed your videos on your website, which allows for better website performance over natively uploading them on your website because of the file size’s impact on your load time.

In addition to posting on the regular YouTube platform, you can repurpose any of your videos to mobile format to publish onto YouTube Shorts, which is the platform’s rival to TikTok and Instagram Reels. Even more, any video you’re posting to TikTok, Instagram, or anywhere else can and should be posted to YouTube Shorts as a way to extend and maximize your reach and impressions.

What to Expect

Don’t post to YouTube with the goal or expectation of going viral. It may happen, and it may not. The key is to post videos consistently and build up your audience. Furthermore, make sure the titles of your videos make sense so your content is more easily found in searches, which will get you in front of even more people.

Whether you’ve outgrown the need for vendors or you just want to bring as many things in-house as possible, hiring a marketing expert for your firm isn’t as straightforward as you might think. Sure, there are a lot of people with marketing experience out there, but “marketing” has a VERY broad definition.

Do you want someone who just put together some social media posts for a business once or took a Google ads course? Or do you want someone who has spent years in a marketing department and has experience handling a variety of marketing channels? The truth is that you’ll get applications from both during your search, but here are the skills and characteristics you want to look for when making your next superstar hire.

1. Analytically Minded

A lot of lead-generation campaigns require an analytical mindset. Ad sets come with all kinds of data that need to be regularly combed through so that the proper adjustments can be made to ensure peak performance. A good marketer not only enjoys data, but is comfortable working with dashboards and spreadsheets and understands what of all the numbers mean (and the adjustments to make afterward).

2. Attention to Detail

While this skill may be “pay to play” in any professional services setting, it’s vitally important to the marketing role. While sifting through all of the data, paying close attention to anomalies or small changes in campaign performance allows your marketer to address potential issues sooner and keep things on track. It’s also important when it comes to making sure your leads remain organized in your CRM so you know where they came from, what their needs are, and how far down the funnel they’ve gotten.

Even more, when it comes to our final two skills, attention to detail is important to making your firm look good too!

3. Creativity

Whether it’s coming up with catchy ad copy, engaging social media copy, or informative and valuable blog content, you need someone with excellent copywriting skills. Even if they aren’t expert writers, they need to be able to know what good writing looks like and what kinds of formats, topics, and styles get the most viewership.

4. Artistic Production

All of your ads, social posts, and blogs need visually appealing images to accompany them. You also need someone who can easily edit videos and create attention-grabbing clips for your social media.

WARNING: Though not impossible, it’s very difficult to find a single individual who possesses all four of these skills because they involve both the left and right sides of your brain, and most people are not well-balanced. In other words, you can easily find a data-driven person and a great, artistically-driven person, but it’s very rare to find someone who is good at both.

While the data side of things is arguably easier to teach than the creative, you may need to hire one strength and then supplement your marketer with additional help, such as another marketing person, a vendor, or some other outside assistance.

Pay-per-click (PPC) advertising is an indispensable tool in the arsenal of any modern law firm’s marketing strategy. It offers the power to get your firm in front of potential clients at the exact moment they’re seeking legal help online. However, the efficacy of PPC and Google Ads hinges not just on the investment of funds but also on the wisdom of the strategy.

One of the many allures of Google Ads is its sophisticated automation capabilities that promise to simplify campaign management and optimize ad spend. However, this benefit can become a pitfall if relied upon without careful oversight.

Automated recommendations may seem like a convenient shortcut, but they often adopt a one-size-fits-all approach that fails to recognize the unique needs and nuances of your firm. This overreliance can lead law firms down a costly path, driven by false signals that guide campaigns in a downward spiral towards more and more unqualified leads.

Thus, while Google Ads can propel a law firm to new heights, it demands a cautious and strategic approach. Firms must critically assess every automated suggestion and remember that the algorithm’s confidence in its recommendations often overshadows its accuracy.

Recognizing this, law firms can steer their PPC campaigns with precision, ensuring every dollar spent is an investment towards truly qualified potential new clients, not just accumulating raw leads.

The Problem with False Positives

In the realm of Google Ads, false positives are misleading indicators that suggest certain types of actions are more valuable than they actually are. For law firms, a typical scenario occurs when worthless phone calls are generated from navigational queries, competitor-related queries, or “cheap/free” queries. 

For instance, if someone searches for directions to a courthouse and your ad leads them to call your firm, these calls are unlikely to amount to anything valuable. Despite this, if these phone calls are counted as conversions, Google’s automated systems will prioritize and increase spending on these worthless phone calls.

Or consider the scenario where a law firm’s ads continually trigger phone calls for searches like “free divorce lawyer.” With Google’s “keyword variants”, you are likely to show up for queries like this even if you don’t add them as keywords in the account.

Without meticulous oversight, Google’s algorithm will interpret these frequent phone calls as signs of success, leading to an increased allocation of budget to search terms that produce lots of these “conversions.” This is the scenario where your Google Ads metrics look great, yet you aren’t seeing any results in terms of qualified leads.

Using Negative Keywords & Filtering Out the Noise

The cornerstone of any successful law firm PPC campaign is the ability to discern and prioritize commercial queries over all others. Commercial queries are those where the intent behind the search is clearly aligned with hiring legal services, such as “best divorce attorney near me” or “experienced DUI lawyer.”

Monitoring incoming search query reports is essential for identifying which keywords are driving the most valuable traffic. By focusing ad spend on these high-intent queries, law firms can increase the likelihood of attracting potential clients who are ready to engage legal services, thereby enhancing your return on investment.

To prevent wasting money on irrelevant queries, law firms need to actively use negative keywords. This involves identifying and excluding terms that trigger ads but do not align with the firm’s service offerings or client intentions. For example, a firm might exclude terms like “free,” “pro bono,” or “DIY legal advice” to avoid attracting unqualified leads. It also involves monitoring incoming search queries and blocking irrelevant terms as they come in.

Offline Conversions for Automated Bidding

One effective scenario for implementing automated conversion-based bidding is through the use of offline conversions. This method involves utilizing a CRM to manually grade incoming conversions and importing this data back into Google Ads.

By doing so, you inform the algorithm about what leads to count as conversions. This ensures that the algorithm won’t mistakenly increase budgets for low-value queries, focusing instead on those inquiries you deem valuable.

However, this approach requires a sophisticated setup. Implementing offline conversions typically involves integrating your CRM with Google Ads, setting up conversion tracking, and regularly updating conversion data to reflect lead quality accurately.

While powerful, this system may be challenging for smaller firms, particularly those with limited budgets. These firms might struggle to accumulate a sufficient volume of high-quality leads to produce statistically significant data, which is crucial for the algorithm to operate effectively. As with any statistical analysis, a larger sample size can lead to more reliable conclusions.

An Alternative Approach: Maximize for Clicks

For firms that find the offline conversions approach too daunting, the “maximize for clicks” bid strategy is a viable alternative. This strategy focuses on generating a large volume of data (clicks), combined with rigorous management of the keywords to ensure only the most relevant, high-intent commercial queries are targeted. Regular audits should be conducted to identify and block irrelevant or low-value queries, focusing ad spend on those that are most likely to convert into genuine client engagements.

You can be fairly certain that leads coming from certain types of keywords are going to be relevant. Typically, this involves focusing on highly commercial keywords like “best {practice area} lawyer near me.” Then, you focus on spending money and generating a high conversion rate on obviously commercial keywords, while your competitors waste their money on clicks from people looking for free legal help or directions to the courthouse.

Maximize Gains, Avoid Waste in Digital Marketing

In the highly competitive landscape of legal services, an effective PPC campaign can make a significant difference in attracting and converting potential clients. However, as we’ve explored, blindly following Google Ads’ automated recommendations can lead to misguided spending and suboptimal results. It’s crucial for law firms to critically evaluate their PPC campaigns, distinguishing between valuable data and misleading signals.

By prioritizing commercial queries, filtering out irrelevant traffic, and leveraging accurate data, law firms can craft a more effective and efficient advertising strategy. This hands-on approach not only optimizes ad spend but also ensures that each click and call is more likely to convert into a truly qualified potential client, ultimately enhancing the firm’s return on investment.

For law firm owners looking to maximize the impact of their PPC efforts, expert guidance can be invaluable. At Baltzer Marketing, we specialize in refining PPC strategies for law firms, ensuring that every dollar spent contributes to tangible business outcomes. Our tailored approach focuses on your specific needs and goals, helping you navigate the complexities of Google Ads with confidence. Don’t let your advertising budget go to waste on unqualified leads. Contact Baltzer Marketing today, and let us help you achieve a higher return on your PPC investment by attracting the clients who matter most to your practice.

Email isn’t dead. In fact, it’s more effective than ever. It increases your chance of referrals and repeat business and (even better), it’s super cost effective. I do realize that there are some ethical concerns about CANSPAM, domain blacklisting for spam, and more. However, the good news is that if you run your emails through a platform like MailChimp or Constant Contact, then you’ll be fine. These platforms do NOT sell the information you upload, and by only uploading the email address and first name, you’re not revealing the nature of your relationship with that contact.

Now that we’ve got that out of the way, here’s how you can make an email newsletter that gets consistent results!

Have a Good Design

It can be easy to pick out a basic template, drag and drop your content, and call it a day. Instead, take some time to design your newsletter to match the look and feel of your website to give a similar experience between the emails your audience receives and how they navigate your website. Try to incorporate the same colors, imagery, button style, etc. If your software doesn’t do that automatically, have a freelancer on Fiverr or Upwork design the HTML code for you.

Don’t Worry About Annoying Your Audience

Anyone who doesn’t want your newsletter to show up in their inbox can unsubscribe. It’s that simple. You will have unsubscribes with each send. That’s the reality. But after the first couple of emails, that number will be minimal.

Conversely, you’d be surprised at how many people on your contact list would be completely fine with you showing up in their inbox on a regular basis—especially if you’re providing value.

Include Relevant Content

Your newsletter should contain a core piece of content—a blog or a video—where you address a common concern, question, or situation that your audience faces. This is what they’re looking to get from you: Your expertise!

Conversely, leave out all the fluff like cookie recipe or pop culture articles. Leave that for Buzzfeed or any other website. You’re a legal expert and that’s the kind of content that should be in your emails.

Send Emails Consistently

Consistency is key! You can do it monthly or every 2 weeks. But do it on the same day at the same time and build that expectation.

Pay Attention to the Subject Line

This is valuable real estate! Don’t waste it with something generic like “Smith Law Firm Newsletter August 2024.” That doesn’t compel people to open it!

Instead, make your subject line the title of the blog or video you included. This reminds people of your expertise and piques their interest to explore your email further.