"I hate to say it, but it's true: Marketing professionals love to give "one-size-fits-all" advice. We spend so much of our time urging the "best practices" that really do work for the vast majority of situations (and many of which clients in other industries find easy to forget) that we sometimes find it challenging to take a step back and assess the specific needs of businesses that may have concerns that do not apply to other business types."
"Sales professionals will tell you that following up with past or prospective clients via email is a reliably effective, low-cost strategy for staying "top of mind," collecting positive reviews, and generating ongoing interest. One of the major advantages of email marketing strategies is that they allow you to increase name recognition (i.e., brand awareness) by giving you opportunities to appear in front of likely customers (or clients) even at times when they may not be actively looking for the type of services your firm offers."
Marketing professionals often rely on one-size-fits-all best practices that overlook industry-specific needs. Law firms require tailored email sequences because attorneys hold ethical obligations toward prospective clients and different practice areas impose unique expectations. Email sequences function to follow up reliably with past or prospective clients, remain top of mind, solicit positive reviews, and generate ongoing interest. Email marketing complements SEO by creating background awareness that positions a firm as the first choice when individuals decide to hire an attorney. Email strategies leverage existing contact lists to increase name recognition and present opportunities to appear before likely clients even when they are not actively searching.
Read at Above the Law
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