Post customer alerts and blogs that interact with potential customers

The tactic that law firms and lawyers should incorporate into your marketing strategy…publishing client alerts and blog posts.

They are one of the most effective ways to interact with customers and prospects. They can lead to new business as well as media and speaking opportunities.

Plus, they help keep your firm and attorneys top of mind with clients and prospects, which is so important today.

They also help your Google search results so that when someone searches for a lawyer in your area or niche, you have more influence.

In-house lawyers say the marketing efforts that work best by law firms provide value-added content that helps educate them and do their jobs better.

This means you should focus more on writing client alerts/blog posts and staying on top with your clients/prospects and other key audiences.

A good alert or blog post can often rekindle a relationship or lead to discussion on a new topic.

But there are a lot of really bad law firm client alerts and blog posts.

So what makes a great client alert or blog post?

Good content starts with a point of view – your unique point of view.

It’s about taking a step back, not just regurgitating facts, and showing why this topic matters to your audience.

It’s about being succinct in your writing as well as writing with your audience in mind and in language that resonates with them.

Here are some tips on how to create more powerful alerts and blog posts.

The tactic you need to incorporate into your marketing strategy… posting customer alerts and blog posts.

Customer Alert Strategy Tips

  • Always write in the language of your clients and avoid legal jargon.

  • Remember that many customers read alerts on their mobile devices, so the shorter the better.

  • Use bullet points, section headings, and short paragraphs to break up text.

  • Send an alert or blog post with a personal email highlighting relevance to customers. It shows that you care about him and want to make his life easier.

  • Write short/concise headlines that quickly get to the point – extra points if you can use numbers in the headline (like “Five reasons for X” or “Three things you need to know about X”.

  • Write timeless “Why” and “How To” “evergreen” articles that you can repost “What to Do When X Happens” or “Why You Need X.

  • Get straight to the point – fast. If readers can’t figure out why they should care in the first paragraph or two, they won’t. Don’t waste time with lots of background information.

  • When writing an alert, answer the following questions:

    • What happened?

    • How does this affect me or my business?

    • What should we do about it?

    • Why should customers care about this issue?

  • Regularly track what your competitors are writing and ask yourself how you can bring a different perspective or improve it.

  • Create and distribute content while the topic is hot – good content today is better than great content three days from now. Build efficiency into your content strategy. PS – Your voucher is good enough!

  • Regularly review the analytics of your blog posts and customer alerts. Look for commonalities on why they worked well (was it the title? The structure? The topic?). Then replicate those messages creatively.

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 187

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