Email Marketing in 2019: The Importance of Authenticity

nbc — Thu, 07 Mar 2019 20:24:24 +0000

The internet is an enormous place—and it’s only getting bigger every day. In our current digital age when the internet is full of strategic business outreach, standing out has never been more crucial to successful digital marketing. If you are able to build a meaningful relationship with your consumers, this will translate to more signed clients and ultimately more won hearings. In recent years, email marketing has become increasingly popular as a form of customer outreach. According to Social Media Today, 2019’s email marketing efforts will place more emphasis on building relationships between business and consumer. One way to achieve this outreach is by creating a newsletter for your law firm.

The Gigantic World of the Internet

Social Media Today shares that 205.6 billion emails are sent and received each day. 34% of customers have classified one or more senders as spam. Additionally, an email’s click through rate (CTR) —the percentage of people who follow a link and visit your site— increases by 14% when the message is personalized to the recipient. This also raises conversion rate—the percentage of users who fulfill the intended action, which in your case is the purchase of your legal services— by 10%. Transaction rates are 6 times higher when the email appears customized to the recipient— a unique subject line, for example, increases the email’s open rate by 26%.

Be Human

So, how exactly can you avoid being marked as spam, or passed off as another transaction-heavy sender? Human beings naturally crave genuine connection and meaningful interaction. Too often, marketing emails simply ask the user to make a purchase and the message lacks any human qualities. People want to know that they have a purpose; they want to feel irreplaceable. Nobody wants to feel like they are simply a name on a list, or a pawn for your own financial gain. They can visit ANY law practice for legal help and defense, so adding an aspect of authenticity can ensure a unique experience in all of your business interactions.

The Bigger Picture

Try this in your next newsletter email: Tell your consumers WHY the content of this newsletter matters to you. WHY should they open this link and explore your services? WHY should they care? Why do YOU care, other than to make money? For example, explain why you decided to become a lawyer in the first place. Storytelling can be an effective vehicle for emotion. Tell a story about a case gone wrong in which justice was not served, and why it is so important to you that these kinds of settlements do not become normalized. Make note of a pressing issue in our justice system that currently threatens the freedom and rights of people just like your recipients, and why it is important to your company that these issues be solved through righteousness.

Final Thoughts

It is crucial to your firm’s success that your prospective clients know you care about them, and that your relationship will exceed a simple business interaction. Your law firm’s newsletter is the perfect place to emphasize this message. Instead of simply informing recipients about prices and deals for your services, tell them why they should choose you over other firms. Tell a story and make sure they know this isn’t just an automated message, but rather that you genuinely care about the success of their case.

www.socialmediatoday.com/news/50-email-marketing-stats-to-guide-your-2019-strategy-infographic/540640/

nbc Thu, 03/07/2019 - 15:24

How to Reduce Your Site’s Bounce Rate—and Why it's So Important

nbc — Fri, 07 Dec 2018 18:56:03 +0000

How to Reduce Your Site’s Bounce Rate—and Why it's So Important

One of the most important aspects of digital marketing is grabbing users’ attention as soon as they land on your site. Humans naturally have a short attention span, so if your site fails to intrigue visitors from the start, they likely will not stay long enough to fulfill your site’s goal. A way to measure how well your site grabs a user’s attention is your bounce rate.

What is a Bounce Rate?

Your site’s bounce rate measures how quickly users “bounce” off of, or leave, your page after landing on it. More specifically, Google measures bounce rate by whether or not users visit additional pages other than the one they landed on. You want to achieve a low bounce rate. If someone enters your site and clicks their browser’s “back” button within a minute or so, this does not help your site achieve its goal. For example, if your site’s goal is for users to fill out a Free Evaluation Form, this is not fulfilled if users bounce off your page after a minute or so. This is why a low bounce rate is crucial for your firm’s website.

So How Can I Make Users Stay Awhile?

If you want to lower your site’s bounce rate, there are a few things to keep in mind. First, start by identifying exactly what your firm’s site goal is. We’ll continue with the example of a Free Evaluation Form. Next, think about how you can make it as simple as possible for potential claimants to complete this goal. For a Free Evaluation Form, this could mean making the form easy to spot and to quickly complete without any confusion.

Simplifying the Goal

It is crucial that the action you want users to take is straightforward and clear. If the layout of your firm’s website is confusing or cluttered, it can make this more challenging. Try to eliminate any unnecessary sidebars, pop-ups and auto-play videos. Overcrowding and clutter will often lead users to click the “back” button quickly, confused by your page and in search of a simple answer to their legal questions. Ask yourself exactly what the purpose of each page is. Why did you create this page? What type of claimant are you targeting? Ideally, what do you want users to do with this page? If the purpose is not clear and concise to you, the person who created the site, how can it be clear and concise to your users?

Along with every website’s intended user action, there are triggers that lead to this action. For a Free Evaluation form, a trigger might be a hyperlink within the body of a post that leads a user to the form. One way to steer users toward your goal is to strategically utilize physical placement. A breakthrough study by The Nielsen Group concluded that internet users typically pay most attention to the first few paragraphs of a page. For this reason, try not to place triggers toward the bottom of your page.

Final Thoughts

There are various techniques you can implement to decrease your site’s bounce rate. A low bounce rate means users are satisfied with your services and have explored to the point of, hopefully, fulfilling your goal and choosing to work with your firm. Make sure to solidify your site’s purpose, make that purpose visible and obvious to users, and strategically place triggers throughout each page. This is a great way to ensure that users not only explore your site past a landing page, but most importantly, that they complete your goal and your firm keeps its pending cases steady.

www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

nbc Fri, 12/07/2018 - 13:56

nbc's blog

Email Marketing in 2019: The Importance of Authenticity

The Gigantic World of the Internet

Be Human

The Bigger Picture

Final Thoughts

How to Reduce Your Site’s Bounce Rate—and Why it's So Important

What is a Bounce Rate?

So How Can I Make Users Stay Awhile?

Simplifying the Goal

Final Thoughts