No knock on Ford, but the Ferrari lives in a different universe. You don’t expect a Ford Taurus to drive like a Ferrari 488 GTB. But you wouldn’t take the Ferrari out for a quart of milk. Both have different roles to play. One’s a very expensive toy, the other a mundane but practical vehicle. The difference is in performance, construction and, yes, marketing. The same qualities distinguish your estate planning and Elder Law firm from your colleagues. If one of your dreams is to own a Ferrari 488 GTB, you’ll need the profits that a high-performance law firm marketing program can yield.
Implement the data that your systems collect. You know that feeling when something arrives in your inbox that’s exactly what you were looking for a few days ago? That company used its marketing data to target you. It’s not a coincidence. Your firm can do the same thing, if you are using the data collected by your E2 CRM.
Save your marketing budget from wasteful spending with targeted campaigns. There is no need to market to people who are not going to be receptive to your offers, whether they are arriving by email, snail mail or television. You have the data in hand? Then you can make better decisions about how to spend your marketing dollars.
Use marketing to educate. Are you tired of explaining why people need a will to new clients? That may mean that your law firm marketing isn’t educating them in advance of your initial meeting. Ideally, by the time they walk into your office, they have been emotionally engaged through videos, educated by spending time on your law firm website, and filled out several forms, short and long, through your automated intake system.
Automated marketing solves the need for repeated messages. We don’t necessarily believe that a consumer will not respond to a marketing message until they hear it seven times, but we do know that successful marketing often requires repeated messages. Move your messages out automatically through social media platforms, including your blog, eNewsletters and website, and you increase the messaging automatically.
Client experience must be excellent. Here’s the sad truth. If new clients are busting down your door, but when they get to your office they are met with rude employees, documents that are not prepared correctly, or no one calls to confirm their appointments, they are not going to stick around. The result of poor client experience today will come out, through poor client reviews and outright rants on sites like Avvo and while you may be able to carry on for a little while, eventually your reputation will be tarnished.
Want to put that Ferrari in your driveway? Pair great marketing with a great client experience.