LinkedIn has added what I think is the most helpful tool in a long time for businesses to engage with and bring value to their followers – the ability for LinkedIn Company Pages to publish email newsletters right through LinkedIn.

This underscores the importance of having a company page and how it can be used as a content hub for marketing and recruiting your business.

Linked Company Page newsletters are available to businesses with more than 150 followers that actively maintain their LinkedIn presences.

You can create a LinkedIn Company Page newsletter in three simple steps:

1. Create: Start writing an article on and select “Create a Newsletter.” Give it a title, add a header image (it prompts you with the dimensions) and cut and paste your text. You can add hyperlinks and images for each article too.
2. Publish: When you publish your newsletter it will post to your feed and LinkedIn will notify your followers. They can opt in to receive email and in-platform notifications when you publish new content.
3. Review performance: View the analytics of each newsletter sent out and see the number of subscribers. The number increases pretty quickly which is awesome. And it’s opt in so you don’t have to worry about GDPR rules.

There’s a lot of opportunity here because it is a new feature (for companies – it’s been available to individuals for a short time) and most companies don’t know about it yet (and certainly aren’t using it yet), so being an early adopter is to your benefit.

Even if you send out an email newsletter, you should still utilize the LinkedIn platform to send out a newsletter because you will reach a different audience and cast a wider net for your content.

In addition, people are opting into this newsletter, so it’s not building an audience from scratch, and if you haven’t ever sent out an email newsletter, this is a great way to start. If email marketing programs and CRM management tools overwhelm you, this is a great way to test out the waters.

It’s also really easy to repurpose content you already have. I would include hyperlinks to your website or blog with the full text (in order to keep the newsletter short and to drive traffic to your site).

You can embed links from YouTube into the newsletter to play. Check out my LinkedIn newsletter to see how it looks.

Here are some content ideas for what you can include in your LinkedIn Company Page Newsletter:

• Article snippets with links to your latest blog posts or client alerts
• Links to past webinars (provide a synopsis too)
• Links to recent podcasts and videos (with shownotes)
• Recent case studies
• Q&As with your employees
• Highlights of your community service/pro bono work
• Announcements of your recent hires
• Recent press coverage (this would be the only place where I would recommend including self-promotional items in the newsletter – the rest of it should be client-focused)
• Upcoming events/webinars – this is a great way to promote them
• Open jobs – why not promote them through this newsletter? It’s a competitive job market
• News about your diversity and women’s initiatives programs – clients care a lot about this

Check out this new feature and let me know what you think of it. With nearly 800 million people on LinkedIn and the fact that your competitors are very likely not using it yet, it’s at least worth trying out.

The post How Businesses Can Use LinkedIn Company Newsletters in Their Marketing Efforts appeared first on The National Law Forum.

You’ve been meaning to do it.  You’ve maybe seen some from your competitors, or you’ve realized how the ones you get actually provide you with useful information you’re interested in getting.

I’m talking about e-newsletters.  And if you have not launched one yet for your law firm, you are really missing out on a fabulous, low-cost way to stay engaged with your current clients, past clients and potential clients.

Newsletters are great for solos and small law firms because they:

Are cheap and easy.  Using an email marketing service like Constant Contact to create and send your monthly e-newsletters costs only $35 per month if you have fewer than 2,500 people on your list.  They have scads of free templates from which to choose, and you can customize those to feature your name and logo, your photos and even video.

Foster relationships and loyalty.  How many times have you chastised yourself for not keeping in touch with referral sources on a regular basis?  Sending out a monthly newsletter does that job for you.  It helps keep you top-of-mind with your referral sources and past clients, many of which may not have thought of you otherwise when a legal issue arose.

Allow you to track engagement.  Email marketing services have tools that let you know exactly who opened and read your newsletter, and if they clicked on any links within the content.  This helps you figure out what people find the most interesting so you can refine your efforts every month.

Help you project a professional image.  Newsletters help you project a professional, high quality image for your marketing efforts.  You can even create templates that match your website to help solidify your branding in prospects’ minds.

The post Email Marketing for Attorneys: How to Create a Professional Newsletter in Just 45 Minutes a Month appeared first on The National Law Forum.

Yesterday was Super Bowl Sunday!  You know, I believe that legal marketing is as competitive as any sport.  A well-prepared coach will know the facts about his opponent.  A well-prepared trial attorney will not only study their case, but also their opponent.

Marketing your law firm consists of quite a bit of information gathering; learning about top competitors is one of the first steps.

Below is a list of ideas you can use to become acquainted with your competitors to gain an important edge in your legal marketing efforts:

• Review and analyze their website and social media profiles. You will be surprised what a law firm will reveal on their website and social networks.  Be sure to look up their individual attorneys on LinkedIn and other social networks.

• Enlist a friend’s help to interview their associates as a potential client. Be prepared with a list of questions before they place the actual call. Choose questions that will reveal important data about the competition. A simple telephone call can produce a wealth of information about the competition’s law firm marketing techniques.

• Ask them to mail you some information about their law firm. The type of legal marketing material they send out will speak volumes about who they are and how they conduct business.

• Sign-up for their e-newsletter (using your personal email address, of course). 

• Use Google to further bolster your law marketing strategic planning. Type in the keywords and phrases someone would use to find your practice area. For example, “LA personal injury lawyer” or “Real Estate Attorney Chicago” or “Estate Planning Lawyer in Manhattan”.  Study the top 10 websites that come up. These are your most aggressive online competitors because they didn’t get there by mistake.

• Search to see how ‘visible’ they are.  Create a Google Alert for each of your competitors so you can receive news feeds about them as they happen.

Don’t be afraid to ask questions and to investigate as much as possible. Your successful competitors are no doubt learning about you too if they are using the best legal marketing techniques.

Article by:

Stephen Fairley

Of:

The Rainmaker Institute

The post To Win at Legal Marketing, Know Who Is On The Other Side of the Ball appeared first on The National Law Forum.