Presentation on theme: "Words from The Wench. About Marketing in General Education Based Marketing; An Overview Available tools What next? Supplemental material on."— Presentation transcript:
About Marketing in General Education Based Marketing; An Overview Available tools What next? Supplemental material on individual marketing pieces
To be effective, it takes 5-10% of your time on a consistent basis YOU own and control it YOU guide it in a direction ◦ An area of the business you want to grow? ◦ Upgrading your clientele? ◦ Increase referrals? ◦ Make yourself more visible? ◦ Provide even better service? Payoff is very SLOW; be patient
Position yourself as a dignified, low-keyed consultant – not a salesperson Provide free, useful information Create targeted, meaningful & effective communications designed to: ◦ Increase name recognition & awareness ◦ Generate new business ◦ Better serve potential and existing clients
It is NOT about creating ‘things’ It’s about developing trust and furthering relationships with clients or referral sources Every ‘marketing piece’ is an opening gesture; giving something useful for free In a subtle way, each ‘says’: ◦ We know what we’re doing ◦ You can trust us to help
The Phone Traditional Advertising – Yellow Pages, etc. The Website Tiny Topical Videos Handouts and (E-) Mailings Other Downloadable materials (checklists) Targeted ‘Talks’ or Seminars Articles in Publications Social Networking - Facebook EACH ‘PIECE’ POINTS TO AND WORKS WITH THE OTHERS
Reduce fear of dealing with the issue and with lawyers Offer useful info and food for thought Demystify how the system works and what to expect Save time and money by helping them prepare for the consultation
Keep ‘Talking’ to potential clients while they consider coming in Remind clients what you said or didn’t get a chance to say May reduce the number of personal interactions needed to schedule consultation Bring clients into the office better educated and better prepared
A discussion of individual marketing pieces follows Click to fast forward
Clients ‘surf’ to find services as often as they look at the Yellow Pages The website provides: ◦ A shop window to peek in without being seen ◦ A way to start a dialog before the client comes in ◦ A source of help and information that’s open 24/7
Let potential clients know who you are Establish credibility and encourage trust Contents genuinely useful to clients Help the staff in daily phone work Deliver a unified message: Quality personal legal services delivered by caring professionals at a reasonable price
Sits on the website and contains: ◦ Unusual cases and stories from your practice i.e. Third party takes custody from Unfit Grandfather General interest – child goes from unfit parent > grandfather > third party; microcosm of social problems Story for other lawyers on how you prepared for this? ◦ Stories about your extracurricular activities Promise and other worthwhile things at church Your adventures as a missionary construction worker ◦ Articles that can be used as handouts cited earlier
Cover topics in printed pieces or in downloadable files, i.e.: 7 Ways to Reduce Pain and Expense in a Divorce/Dissolution How Probate Works Common misconceptions about ‘X’ (Mediation, Restraint Orders) Checklist for Estate Planning; for Probate; for Wills, etc. Offer on phone & (e)mail; identify places to distribute them (i.e. ‘Guardianship’ at Care Facilities) Each references other materials and offers more, including a list of other handouts and the option to have you send copies to others
Establish yourself as a ‘local expert’ on hot topic (elders, new business start up?) Encourage ‘word-of-mouth’ advertising Develop local contacts (other professionals; groups) Provide CHEAP marketing/advertisement Venue may be free, at a reduced cost or split with other speakers Newspaper and radio publicity for community service announcements is free At the event, distribute contact information & Bio In talk, offer to send other info (handouts, links to website, etc) On attendee sign-in sheet, collect email/postal addresses from people who would like info
Identify a publication or website potential clients are likely to read Offer editor to write a ‘How-to” or ‘How it works’ or ‘what it means’ article or info on a popular topic Get a by-line & a short blurb about your practice In article, offer to send more information if they call or write Reprint the article with publication reference and convert to ‘handouts’
Groups & Professional Associations ◦ Use your contacts to distribute info, provide an audience or a free hall for a talk Social Media - Facebook ◦ As friends ‘like’ the Practice’s Page, FB will cascade your material to friends of friends ◦ Use as if it were a Newsletter to: Link to articles on other websites or mention written publications and books Post news about the practice or community service activities, etc. Highlight items of interest on your website and provide a link
Using The Pieces Together Can be via f acebook Did you see our checklist? Or article? Can I send you a link?
Creating a Continual Improvement Loop f How did you hear about us? Did you find that information useful?
THINK TO LINK ◦ Find a ‘piece’ to show every client: a specific part of the website, a checklist, a handout ◦ Ask for addresses – Can I send you a link? Can I mail a copy of this to anyone else for you? KEEP IT UP ◦ Remain a visible and valuable resource by adding new pieces whenever possible KNOW WHAT WORKS ◦ Pay attention to how people heard about you ◦ Ask if things are useful
Get to know what is in the website ◦ Navigation Side links go to subsections of the current page Links at page bottom go to major subsections of web Areas of Practice lists legal topics Sitemap lists everything Help identify “WHAT’S MISSING?” ◦ Why is your firm the better choice in certain types of cases? Where should we mention it? ◦ What additional material would be useful for clients with a particular concern? How can we provide it?
Complete website pages ‘under construction’ ◦ Business section ◦ FAQ page ◦ Grandparents’ rights ◦ Contempt of court Review or create checklists/questionnaires ◦ Make them useful or throw them away ◦ See list of potential checklists and Questionnaires under “Areas of Practice” ◦ Questionnaires can be food for thought to help determine if reader is ready for a lawyer (See ‘Domestic Violence”) Write an article or create a handout
Find out where you get the most bang for your marketing buck Track: ◦ How callers find you ◦ How many appointments come from each source ◦ How many actual clients from each source (How many Yellow book callers actually became clients?)
THINK and talk together about how to incorporate ‘pieces’ into your daily phone work Provide updates and feedback to The Wench
Lovely materials are meaningless if you don’t THINK TO USE THEM (e)Mailing lists and Facebook Friends lists will help keep the conversation going with prospective clients to encourage them to come in Make the ‘pieces’ high quality and you offer something of value that clients will be glad to get