How do you build trust and demonstrate expertise to your attorney clients? Use email marketing. Give away things like free samples or free reports. If I were marketing to attorneys right now I would offer a free 20-page report on how to interpret medical records. Free videos are great, little two to three minute videos about your business. I would give them this material in exchange for their email address. Learn more about how to create an opt in offer.
Free advice obviously is great and you can give a little once a week advice column that you send out to your list. Give relevant content and things that your customers would be interested in that would be important to them. You will build trust when you show you understand their needs.
Build trust with relevant information
The more relevant the free information is to your customer the more likely they are to be engaged in and actually pay attention to you in this world of information overload. For example, if you are marketing to personal injury attorneys they are not going to be interested in how to hire a nursing liability expert witness. Understand your customer and you will know what they want. Don’t make the mistake I see so many LNCs make of assuming all attorneys handle medical malpractice cases.
Are emails effective?
When it comes to online marketing, and the Internet as a whole, so many people are being added to so many email lists. They’re being bombarded constantly by broadcasts, follow ups, and promotions. Before long – a lot of these people started to filter out these emails and stopped trusting the art of emails all together.
This doesn’t necessarily mean that email marketing is ineffective. As a matter of fact, it’s more effective now than ever before. When you considering how many people are connected digitally, with their computers, smartphones, and tablets – you realize there’s a huge market you can get your message in front of.
The issue that a lot of marketers and list owners run into is that they just don’t quite know how to produce content for their email list that entices their subscribers to open, read, and take action.
This is because a lot of these marketers don’t take the time to learn the art of copy writing and even how to properly interact with their subscribers and their audience. They see their list as a profit machine and don’t treat the subscribers as humans, rather just numbers. This does not build trust, but rather repels.
I’ve got some answers for you. Listen to Laura Kamrath, a social media expert, give tips on connecting with clients. And download this special report, 10 Tips for Writing Effective Email Content. It is free. I promise.