Social media calendars, a schedule of special events, eNewsletters on a timely basis: almost all of your estate planning and Elder Law firm marketing activities should be mapped out as part of a strategic plan. There will always be unexpected events—new legislation gets passed, a client’s story illuminates a particular issue and you pivot to focus on it, for example. But for the most part, the best marketing is planned in advance.
Strategic planning. IMS hosts private and group strategic meetings throughout the year. Our clients benefit from getting away from the day-to-day and diving deep into the bigger picture: who are we, what makes us different/better, what are our goals, etc. Learn more about our strategic retreats.
Set specific goals. These will depend on what metrics matter to you. For some, it’s all about billable hours. For others, it’s the number of new clients per week or per month. Whatever your metrics, include a look at website conversions. How many people are coming to your office through the website? Remember to include those who don’t fill out a Contact Us form but just pick up the phone. Best way to do that is to have a responsive design website where all users have to do is tap the phone number on their screen—mobile, that is—and the call is instant. If your website doesn’t yet have this, it’s time for an upgrade to your website.
CRM, Calendar or Spreadsheet? Your best marketing plans come from having the most complete data set in a format that can be analyzed to reveal what’s working, what’s not, and who is responding to your marketing. The amount of analysis you can do with a calendar or spreadsheet is limited. Our E2 CRM gives you the information you need in a platform that helps you to make informed, real-time decisions.
Are you making the most of your content? Use the IMS blog posts you receive weekly to continue adding fresh content to your website. Add to it: articles you’ve written for legal publications, updates about firm activities, new hires, etc. The more quality content you can add, the better. You don’t have time? Delegate it—this is an important task!
Social media is only getting bigger. Every day more estate planning and Elder Law firms are moving their marketing into social media. For some, it’s expanding into new platforms and others are just starting out, but at least they are starting. Not there yet? Take a first step; try posting an article that you wrote to Linked In. You can’t break the internet, but ignoring social media means missed opportunities.