In the meantime, here's a complimentary white paper that offers some insightful tips for choosing the right expert," and then linked to content titled: "10 Warning Signs When Selecting an Expert Witness." It went on to say, "I'd be happy to answer any questions you may have about our company, and can help you take the first steps toward engaging our award winning referral services. The email was plain to ensure it kept the soft and polite touch the team was striving for, and addressed the recipient by name before introducing Cuchural as "your primary point of contact here at The Expert Institute." Develop welcome email for seriesThe first email from Cuchural was designed to be an introduction, with him personally introducing himself and putting a name and voice to the brand. People felt that they were connecting with a high-level member of our team and really speaking to them one-on-one," he said. "The goal is obviously to generate more engagement, to generate more revenue, and to grow our business. So far, they haven't received a single response regarding incorrect first names. In order to do this, they ran a check with the most common 4,000 first names, and were able to match up 95% of the first names for all subscribers. Running these campaigns wasn't easy," Morgenstern said.Īs part of making the interaction more meaningful and personal, prior to sending the first email, the team wanted to clean up the database and address all subscribers by their first name as accurately as possible. Clean the database"We're trying to offer this unique, one-on-one experience for our subscribers. Once a month, a personalized message from Cuchural is sent out to subscribers explaining new service features, and sharing exclusive content, such as evergreen blog posts and white papers. The campaign consisted of a personalized text-focused email from Cuchural introducing himself and the brand, as well as "letting subscribers know that there is actually a person ready and willing to speak with them about their legal practice and their expert witness needs," Morgenstern said. In this effort, The Expert Institute team implemented a one-on-one marketing campaign from Vice President of Client Relations George Cuchural. It gave them the idea that "while we're trying to provide as much value with our email newsletter, we can also position ourselves to politely and somewhat softly engage our users, and let them know that we're more than our content, our newsletter," he said. "The reason this ancillary marketing campaign came about is because we were very interested in further capitalizing on this already profitable channel," he said.ĬAMPAIGNMorgenstern's team saw examples of personalized outreach coming from other B2B companies, and recognized an opportunity for themselves. The team curates an email newsletter that covers their top content, which is released on a weekly basis to subscribers.
The team works with clients, experts and other thought leaders to produce "insightful content for our audience, who are primarily attorneys actively hiring experts for litigation support." That's where we're looking to infiltrate to change things."Ĭontent strategy is one of the most integral parts of online marketing for The Expert Institute, he said. With a startup culture combined with recent growth that Morgenstern attributed to the team's online marketing efforts, he believes they're overcoming the historical "disconnect between technology and the legal space. They're really not light on their feet as we are." The Expert Institute is in a different position than its competitors, he added, simply because "for the most part, our competition, we feel, are older companies, older individuals at the helm of these companies. So if you're an attorney, and you're litigating a patent infringement case against a cell phone manufacturer, we want to provide the expert witness who will help win the case," he said.
#EXPERT INSTITUTE PROFESSIONAL#
"The goal of the business is to provide our clients with the most qualified and relevant experts for their professional duties.
By Courtney Eckerle, Manager of Editorial ContentĬHALLENGEFounded in 2010, legal service platform startup The Expert Institute has been growing rapidly - not just in staffing, but also in marketing tactics.Ĭonnecting leading experts from its database with attorneys and investment firms interested in litigation support and investment research is the mission of The Expert Institute, according to Michael Morgenstern, Vice President of Marketing, The Expert Institute.
0 kommentar(er)
