Did you know email marketing is one of the best weapons you have in your marketing arsenal? It’s true! Many people claim it’s all in social media. But with no control over how social media interacts with your fan-base, how can that be your best option? Let’s look at what Mark Zuckerberg recently posted about why a major change to Facebook news feeds is underway:
“But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”
In light of the ever-changing rules and algorithms, it’s nearly impossible to determine how a business will benefit from social media marketing alone. Please hear us, we’re not saying you should abandon the use of social media. It is still a great resource. We’re saying you should not rely on social media as your best or only marketing tool.
Email, on the other hand, is the one marketing tool you have control over. The algorithms remain unchanged and using a reputable CRM will prevent your emails from ending up in spam. The best part is, you will set things up so your community will opt-in to hear from you. Then, you provide valuable content on a regular basis. And voila! You become top of mind. For instance, when a person is presented with an issue a colleague is facing, she’ll remember seeing your name in her emails and will refer you as a potential resource to be considered. Why? Because people generally like to be helpful.
Do not overlook the power of your email list! For legal professionals, there is always the concern of advertising rules. When email is used properly, it is considered a resource informing the public. Even the ABA’s division, Law Technology Today, urges attorneys to use email and states “Whether you have 10 people on your email list or 10,000, an email newsletter is the best way to stay in contact with them and remind them who you are and what you do. This simple strategy is so effective but isn’t utilized nearly as often as it should be.”
We know “email newsletter” is a scary term. Remember, you don’t have to create an entire newsletter. You just need to connect with your audience in a meaningful way by providing good content. You’ve got this!