This week, our top clients from around the country are joining us here in Kansas City for a client workshop. They are taking this time to build a better future -- for themselves, their families, their practices and their clients. For three days they will focus on the best ways to market and manage an estate planning law firm. Part of that time will be spent in private consultation with me, working on marketing plans.
In preparation for these meetings, I have pulled all of their marketing performance statistics for the past six months. This will help us make better decisions that are not based on "guesstimates." Each firm also has taken time to share with me key information about their practice and their market. Together, we will tackle their greatest challenges and craft a plan built on their greatest strengths.
Why is it so important to take this type of systematic approach to law firm marketing? You have limited resources to tap into almost unlimited opportunity. A well-executed marketing plan deploys your resources most efficiently to maximize your opportunities.
Your law firm marketing must:
- Generate a steady stream of qualified prospective clients,
- Minimize your client acquisition costs, and
- Help build a sustainable and profitable practice
Each of our clients has a huge head start in the marketing race -- they have The Essential Solution® marketing system in place. So, we will not waste our precious strategic planning time talking about the need for an optimized website, or how to get ranked on Google's Page One. They already have these fundamentals in place. They already have active, popular blogs; they are engaged in social media; they utilize email and direct mail.
With these systems in place, we now have the freedom to think -- and act -- strategically.
If you're not here this week, all I can say is Watch Out for these rising stars!