If you have been reading our legal practice web marketing articles, you know how important it is to stay in communication with your customers. However, some tactics—such as sending constant “spam” emails to your entire mailing list—are sure to negatively impact your law firm’s client conversion. So how can you tell which materials to use when marketing to your individual clients?

There are a few things to consider when marketing to customers who have contacted you in the past:

  • How did they contact you? A good rule of thumb is to follow the customer’s lead. If they sent you an email, send them one back, always offering an alternative method of communication (your office phone number and firm’s address).
  • Do they hate getting too much paper mail? Some people absolutely abhor junk mail. If they find their mailbox constantly full of bulk mailings that do not apply to them, your firm will stay in their mind—but not in a good way.
  • Are they online often? If your client base is primarily from the older generation, they may not appreciate e-newsletters or other mailings. A postcard or letter will work best for these clients, since they can also include a web address for their tech-savvier relations to follow up with you.

It’s important to remember that a good legal marketing campaign will always involve a point-by-point plan to ensure the system is working properly. In order to turn your contacts into clients, you must have a plan in place for controlling your customer database so that everyone who comes into contact with the firm is reached out to on a regular basis.

To keep on making your legal web marketing a success, call 888-791-2150 today or download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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