A struggle that many law firms face in their communities is maintaining top-of-mind awareness. With many marketing strategies, not every interaction will be with someone who needs an attorney at that exact moment. But by becoming a familiar brand in a person’s mind, your firm can increase the likelihood that he or she will contact (or recommend) you for future legal needs.
A great example of top-of-mind awareness success comes from the use of an e-newsletter. Berk & Moskowitz, P.C.; a Scottsdale, Arizona, litigation firm and client of GNGF; has demonstrated the effectiveness of e-newsletter use.
“We have found that one of the best sources of future business is our existing and former clients and other contacts,” says named partner Kent S. Berk. “Regularly issuing a newsletter allows us to make sure all of those individuals know what types of law we handle, keeps our firm ‘top of mind,’ and reinforces that we are knowledgeable and aware of new legal developments and other pertinent and interesting issues. Our newsletter has been a very valuable tool for us to develop new business from our existing contacts.”
To a contact list of more than 2,000 email addresses, Berk & Moskowitz, P.C. sends a monthly newsletter containing helpful information as well as links to their website and blog. By using the email marketing tool Constant Contact (similar to MailChimp), the Scottsdale attorneys can view insightful data, such as how many people opened the e-newsletter and which links they clicked.
“GNGF has been essential to our implementation of our e-newsletter. GNGF has helped us to professionally format the e-newsletter and regularly issue each edition to maintain top-of-mind awareness among our contacts,” says Frank Moskowitz, named partner of the firm.
By utilizing this tool, GNGF and Berk & Moskowitz, P.C. have improved the firm’s top-of-mind awareness among many Scottsdale-area citizens.