This is Part 4 of 4 in a series of Marketing Tips. While this article was written with a law practice in mind, it can easily be used for any type of business.
Tips for Marketing Your Law Practice in a Tight Economy
By Terrie S. Wheeler, MBC, founder and president of MarketYourLawPractice.com
This article, based on the Four Pillars of Marketing, is meant to remind the seasoned attorney - - and focus the newer attorney - - on what to do to develop business-even when the economy is not on your side. The Four Pillars of Marketing refer to marketing best practices you should focus your efforts around:
I. Retain and Grow Relationships with your Existing Clients and Contacts
II. Attract New Clients and Develop New Business
III. Increase Name Recognition and Awareness
IV. Create Targeted and Effective Communications
Pillar IV - Communicate in a Targeted Fashion
Tip #12 - Continue Communicating with Your Clients
Look at the target audiences you have identified above and
again consult your Top Ten lists. Identify information that is
timely and relevant to each group, and create audience specific communications. Make sure your communications with clients, contacts and referral sources are targeted to their unique needs, and are personalized to each individual. This is one of the only ways to rise above being perceived as junk mail (email or US mail!). Communicate regularly with fewer groups, but make your communications extremely relevant to each.
Tip #13 - Use Your Invoices as a Marketing Tool
Each month you have the opportunity to communicate the
value you deliver to clients through the invoices you send.
Take the extra time to provide a detailed summary of time
spent on your client's behalf. Make sure the process and
outcome justify the fees. Prepare your invoices from a
client's perspective. If you received an invoice "for services
rendered" or for "meeting with Joe," would you feel good
about paying the bill? Probably not. Show your clients
through your detailed time reporting that everything you do is
well thought out, and part of the broader whole - - to help
them achieve the results they hired you for.
Tip #14 - Don't Just Tell Them, Show Them!
How convincing are your marketing materials? Do you
simply convey a long list of legal services you offer? Would
you hire a doctor based on his or her list of services? It's
unlikely you would. Clients are no different. They want to
see you have done what they need. Focus on providing
representative examples of your expertise. Don't just create
a list of services, show prospective clients and referral
sources that you have the breadth and depth of experience
required to work with them based largely on your past
successes. Create representative experience that summarizes the client's situation, your approach to the problem, and the solution. Results sell!
Tip #15 - How Is Your Website?
One of the most cost-effective communication tools you
have is your website. Through your website you provide
clients and referral sources access to information they need
to know about you and your practice. You can also tie your
website into the other targeted communications you have
with your clients by posting relevant legal updates on your
website, then sending an email to select clients and contacts
with a link to that information on your site. No need to
budget for glitzy glossy brochures - - put your time and
energy into building a website that showcases your
expertise. |
