Marketing Tips: RSS Feeds/Newsletters and Analytics

Information shared in an RSS feed can also become a newsletter you can use to market your firm.

This set of legal marketing tips will look at direct techniques such as RSS feeds and newsletters as well as using analytic techniques and programs to create a targeted database of potential clients. Both methods focus on narrowing down your target audience and using technology to get personalized messages to people based on their statement of interest or website navigation patterns. Used correctly, both these techniques can make your client base feel as though you are connecting with them and their needs before they even know what they need. This leads to improved outreach and more paid work.

RSS feeds and newsletters

RSS feeds enable you to connect with people using feed aggregator tools that consolidate updates and blog posts from websites of interest. If you want to cater to a less high-tech crowd, consider sending out your updates in email newsletter form as well.

1. Keep RSS feeds and newsletters short and sweet, and leave your clients wanting more. This technique works for memorable performers and DUI lawyers alike.
2. Don’t only market your website through your RSS feed — learn to market your RSS feed as well.
3. Don’t put all your eggs in one basket. Use both RSS feeds and email newsletters.

Analytics advice

Web analytics is the science of website statistics such as hits/visits, customer conversions and more. It also takes information about each visitor and creates a dynamic database that can be used for targeted RSS feeds and newsletters.

1. Take advantage of the less-used analytics information such as navigation patterns, length of time spent on the site, ratios of new to returning visitors and more. This can help you determine which pages work well and which need to be improved.
2. Use market research to improve your client conversion rates. Have visitors and/or committed customers take consumer surveys to learn the interests of your target audience.
3. Use multivariate or A/B testing in conjunction with analytics programs to test multiple versions of pages on your site, then go with the page with better navigation patterns, conversion rates and SEO.

Market your legal business smarter, not harder! RSS feeds and analytic programs are ways to use Internet-exclusive technology to focus your advertising and get the word out to the people most likely to be your clients. One of the best ways to make your law firm a success is to regularly touch base with all the people who might need your services. These methods enable you to do just that.