No matter the size of your estate planning and elder law firm, you have an in-house marketing team that needs easy access to a fair amount of information. Certain things are basic, like your website URL (you’d be surprised by the number of staff members who are not familiar with their own firm’s website URL or don’t even know that their firm has a resourceful website!). Others take a little more thought and effort. All are important.
What’s Your URL? Here’s what happens: you think of a great website name, or the perfect term for your practice. It’s usually variations on the phrase “Your State Elder Law” or “Your Town Estate Planning,” and as many as your creative mind can come up with. You visit GoDaddy and buy them. All 30 of them. One of them becomes your website, but you’re in love with some of those terms, so you have us point them to your regular site. At some point, you’ll want to know what your other URLs are, or even what your real URL is. But you can’t find the list of the URLs, you don’t remember your GoDaddy log in, etc…. Not to worry, IMS has your real URL address. But it is a good idea for someone in your office to have that list and log in information to avoid unnecessary confusion.
What’s on Your Website? We know how busy our clients are, and often that means that their websites take a back seat to many other marketing activities. However, over extended periods of time, your website may need refreshing. That includes content, images and overall look and feel. Even though they don’t come with expiration dates, websites do become out of date.
What Are You Sending? Whether your marketing communications are all digital, all print or a combination of the two (our preference), make sure that you and everyone on your team is on the email distribution list. Also, be sure to add your firm’s postal address to any hard-copy distribution lists. That way, you will see the same things, at the same time that your clients and prospects are receiving.
Where Is Your Log In Information Stored? We’ve all been there: when you really, truly have to log in and the one person who knows where everything is located is out of the office. Your log in information needs to be secure, but it also needs to be known by more than one person. By implementing protocols that require cross-training and ensuring that log ins are accessible by more than one team member, you can be sure to have access to your important accounts.
What’s Your Brand, Message and Mission? Once you’ve covered the more practical aspects, don’t forget to make sure your team is all on the same page when it comes to branding, messaging and mission. We know that it’s hard to see the forest when you are busy bushwhacking your way through the undergrowth of daily work. Your team may need a gentle reminder every now and then. If you have a weekly staff meeting, make sure to build in some time when your brand, message and mission is discussed.