In a recent post, we looked at pro-active marketing strategies law firms can devise now to stay one step ahead of the game in 2012. Here are more tips for leveraging your current client base to get more clients and other results-oriented marketing strategies for the coming year.
Have a “What do you need?” conversation with the client.
When was the last time you or senior members of your firm got out and actually talked to clients? It’s vitally important to keep each client convinced that he or she is your firm’s top priority—and this is only possible if you truly know and understand what they need and what keeps them up at night.
Initiate a conversation with your clients where they do most of the talking and you do most of the listening. Make it clear this isn’t a sales call, but rather an opportunity to deepen your understanding of their legal needs and challenges. This personalized approach is always appreciated and goes a long way toward solidifying relationships. It can lead to referrals, too.
Explore growth opportunities through partnering.
What other industries or professionals seek to attract the same type of clients as you? Look for businesses with the same targeted audience that aren’t in competition with you and explore opportunities to combine marketing efforts. Such efforts might include co-sponsoring a seminar, hosting a special “information event” for targeted clients or joining forces at an industry trade show.
Of course, such joint arrangements require a similar outlook in terms of business practices, marketing strategies and budget outlays. You might be surprised at how much traction you can gain by partnering with a company that offers a “value-add” to your clients—just as your firm offers the same value to their clients.
In either case, it’s a great way to spread the word about your firm.
Keep a close eye on ROI.
In a relationship-oriented field, it’s sometimes difficult to measure a firm’s return on investment. But building and maintaining relationships is often where new business comes from. So make sure your marketing efforts are aligned with actual, measurable results.
For example, when a new client approaches you for representation, find out why they chose you over your competitors. Track this information and factor it into your marketing efforts. Track other efforts as well, including:
- Response to your email campaigns
- Client interest in your newsletters and other giveaways
- Response to targeted advertising (print and electronic) that always includes a “call-to-action”
Over time, anywhere from six to 12 months, an analysis of ROI will show trends that can help you refine your marketing strategies. Some of your efforts will work, others won’t. The important thing is keeping track of successes and building on those—not throwing money away on campaigns with no results.
Look for ideas from within.
If you aren’t using the resources of an outside marketing agency, encourage ideas from within. In a talent pool of skilled lawyers and other practitioners, there’s no telling who may come up with a great marketing scheme for your firm. The best thing you can do is foster an environment where new ideas are welcome and appreciated.
Interested in learning field-tested techniques that successful law firms use to grow their client base and increase billings? Find out more with “28 Marketing Secrets of the Top Law Firms.”
