As a marketing consultant, business owner, and CEO, I wear a lot of different hats throughout a normal workweek. This week, my most frequently-worn hat was that of Troubleshooter.
The first thing you do as a Troubleshooter is listen. Sometimes you listen for a long time before the real Trouble surfaces. People have to share their pain. But their pain is not the Trouble, and simply relieving the pain with a quick-fix, like an aspirin, does not resolve the Trouble.
Prospective clients are often in pain. Their practice simply is not working for them. They may present with a variety of symptoms -- sluggish growth, declining revenue, difficult clients, low profitability, long hours, etc. What they seek is relief -- even if only temporary.
But as a marketing consultant, I don't have a quick-fix for economic pain relief. And even if I did, I wouldn't know where to apply it until I could determine the Trouble.
For example, attorney presents with anxiety. His phone is not ringing, his appointment book is empty. What's wrong?
A quick check of his website's Google rank shows everything looks good. He's ranking on Google's page one or two for key searches.
If you were troubleshooting for this attorney, where would you look next?
I'll tell you where I look, in priority order --
- Let's take another look at the website. Is there a sales funnel, or a conversion strategy, to turn visits into relationships and relationships into clients?
- What about social media? Is the attorney connecting with the right people in his market area? Is he following (or followed by) financial advisers, CPAs, business owners and leaders, members of the financial media, his own top clients?
- Besides search engine optimization, does this attorney employ other marketing means to drive traffic to his website? Direct mail, online press releases, a targeted e-newsletter, personal networking, workshops?
- Let's take a look at the referral relationships. What is the attorney doing to establish new professional contacts and build those into referral relationships?
- How about client relations? Does the attorney have an active client relations program to generate referrals and more business from his current clients?
Yesterday the Trouble was an e-newsletter being sent to so few people that it was practically non-existent. Certainly it was not generating any significant traffic to the website.
The day before it was contacts with allied professionals that never turned into referrals for lack of a follow-up system. Lots of meetings, no results.
Today it's a blog with only one six-month-old post that still reads, "Welcome to our blog. Stay tuned for important updates." Nothing important has happened for the past six months?
Marketing your estate planning or elder law practice is not easy. In fact, it has become increasingly complex over the past few years. The Trouble is, a few simple mistakes can have a big impact on your bottom line.
Our Essentials clients are not immune from Trouble. Sometimes they call us to talk about their Troubles. The key difference for them? They have someone to call. Someone on their team who will put on the Troubleshooter hat, roll up their sleeves and get to work.