By Anneliese Krull
If you have ever been to the UK or really any European country, chances are quite good that you have seen a castle or two. While I was on vacation, I couldn’t help thinking about how the castles I saw in Scotland reminded me of marketing and my work here at IMS.
Consider the following “castle” analogies:
Design and function. The Edinburgh Castle and Holyrood Palace had significantly different purposes. The Edinburgh Castle was set high atop an extinct volcano with access available on one side and a clear rocky cliff on the other. It served well its strategic military purpose as a formidable defensive base. In contrast, the Holyrood Palace was built for comfort and luxury. This Palace is now used by the royal family for meetings with foreign and domestic dignitaries and as their summer home.
Each design is suitable to achieve its unique purpose. If you primarily practice elder law, your website and strategy will be different from that of an attorney who strictly limits his or her practice to estate planning. Consequently, if your ideal client is a successful executive preparing for retirement, then you will market differently to him or her than to a family in need of Medicaid crisis planning.
In for the long haul. Unlike the still functioning Holyrood Palace and Edinburgh Castle, several of the fortresses I observed were in ruins, neglected and useless except as relics of the past.
Marketing is constantly evolving. In “ancient times” (e.g., a few years ago), having an internet “castle or palace” was considered unnecessary by many estate planning and elder law attorneys. However, now both are required. You need a website that is a “castle” to protect your position in an increasingly competitive marketplace and a “palace” to welcome, motivate and convert prospects into clients.
But even more than a website, you need a “responsive” website that is mobile device friendly and a robust social media presence. In addition, client on-demand expectations necessitate that you have a 24/7/365 integrated CRM to be ready when they are ready to engage your services.
If you want your practice to flourish, grow and remain relevant, you would be wise to strategically evaluate where you are and where you want to be and to fully harness the strength and vision of Integrity Marketing Solution by scheduling a private strategic planning retreat or registering for our marketing boot camp June 8-10. Call James at 877-352-2021 ext. 80.