12 Days of CRM: Day 12 – The Importance of Content Marketing
On the 12th day of CRM Chris Kringle Fritsch explained to me the importance of content and email marketing as part of the marketing mix for law firms and professional service firms.
Content marketing is so important for firms of any size. It enables lawyers and law firms to stay top of mind with their clients, prospects and others while showcasing their expertise in their area of the law.
There are 4.3 billion email users and 333 billion emails are sent every day.
Almost nine out of ten marketers use email marketing and think it is essential to business development support. But why do they care so much about email marketing? Because for every $1 spent on email marketing, marketers recognize an average return of $42. But that is only if you’re good at it.
To be good at content and email marketing, you must be thoughtful of the content you share with your audience providing value at all times. If they don’t think the content you share is relevant to them, you could be wasting valuable engagement points that would otherwise result in a stronger relationship with your readers.
Always provide value to your readers. Share specific pieces of content with audiences to maximize these engagement points and develop stronger relationships.
This can be extremely beneficial for smaller to mid-sized firms that may not have as many resources as larger firms that already have greater recognition and larger audience.
Smaller and mid-sized firms can use content marketing to leverage the playing field with larger firms because they can better segment their audiences into smaller niches that find their content of value.
Email marketing is a crucial element that can help successfully distribute value-providing content to your contact lists. Some emarketing systems can integrate with your CRM system allowing professionals and end users to send their content to important contacts. Emarketing systems can also automatically send newsletters filled with content from various professionals within the organization.
Emarketing systems can provide important data on how well professionals’ content is performing. Systems offer dashboards showing important metrics on which content is performing best, and which contacts are engaging the most. From these data points, important business development decisions can be made to pursue relationships with contacts who may be engaging with a particular subject, or content coming from a specific employee.
Some smaller to mid-sized firms are doing a great job distributing their content (by using content syndicators such as JD Supra) and getting picked up by various media outlets, allowing them to grow their audience further and are now in the same sandboxes as larger firms.
Watch as Chris Fritsch explains how content marketing can be used by smaller to mid-sized firms to level the playing field against larger firms and to develop stronger relationships and more business.
For more than 15 years, the team at CLIENTSFirst Consulting has been helping professional services firms and other organizations improve Data Quality and successfully select and implement CRM and eMarketing systems to maximize value, adoption and return on investment. If you need help with CRM Success, please contact us at 404-249-9914 or Info@ClientsFirstConsulting.com.
