Why sharing your content via email alone isn’t enough

Last week a lawyer asked me why he should share content on LinkedIn if that same content was already being sent to his connections via email.

It’s a good question.

And there are three good answers.

Why share content on both LinkedIn and your emails

1. Don’t assume people read your emails

Even though you send people your email newsletters and updates it doesn’t mean they read them. When people are busy they often ignore newsletters and other news alerts. Often they intend to read them but don’t get around to it, they place them in a folder to look at if needed or they simply hit delete.  Note: If you are using Mailchimp, iContact or a similar campaign service to send your emails you will be able to track who has opened your emails and other key stats.

When I talked to in-house counsel last year as part of some social media research I was doing, the majority explained that they had set up separate folders for email alerts from their lawyers. This information sat in these folders until they were either ready to take a look or just in case it would one day be needed.  A number of these in-house counsel said they received similar info from a number of firms and so didn’t look through a lot of what they were sent. 

Even if someone does read your email it won’t do any harm for them to see the content on LinkedIn or another social network. It will help to reinforce it.

2. Let people see your information in THEIR application of choice at a time that suits them

When people access LinkedIn they typically do so because they have some downtime or have allocated a certain amount of time to perform certain tasks within the platform.

This makes some people more receptive to reading useful content because it’s not interrupting another task they’re performing. If you share your content via your LinkedIn status updates and include a good title and introduction that tells people who should read it and why or provides some insights into the content, your connections can quickly make a call about whether it’s something they want to read/watch/listen to.

Even if they don’t opt to open your content they may still see your name, which helps to position you top of mind.

3. Make it easy for people to share valuable content with their networks

It’s easy for your connections to like, share or comment on a piece of content within LinkedIn or another social network. If they take any action then those in their networks are able to see your content. This helps you to build your audience and to amplify your messages.

It’s very easy in this day and age to miss content, however valuable. There’s just so much out there.

That’s why it’s important to use the tools you have at your disposal to talk to, and share content with, those in your network. Simply relying on an email means you’re missing out on reaching many of those you wish to.

That’s why you should also look to use tools such as LinkedIn to share relevant, helpful content that will help to position you in your area of practice.

What did I miss?  Where do you share your content (and why there?)

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Specialising in professional services and law firm marketing. I help firms to retain and grow existing clients and attract more of their ideal clients. My core services include social media for lead generation, voice of the client programmes and tender strategy and development. Outside of work I love to run. I’m a bit like Forest Gump in that I’m not that quick but can keep going for ages. I also enjoy coming up with new inventions. Unfortunately, most of them have already been invented! | * Professional services marketing consultant | * Legal marketing consultant | * Law firm marketing consultant