A couple of weeks ago we wrote about the three steps to getting your small firm marketing up and running – knowing what you want/where you are/what the barriers to success are, having a practical action plan and finding some mentoring or support. You can read more about this here.
Here at ELE Global our professional services been working with smaller firms for years. ,One thing we know, however, is that you can’t afford to stop the day-to-day to think about the strategy… it’s a case of keeping the existing clients happy and getting a few marketing ‘quick wins’ (we all love a ‘quick win’, admit it), to maintain momentum, so you can earn the time to step back and think…
With this in mind, therefore, we’ve pulled together our top ten suggestions for ‘marketing quick wins’ to get your marketing up and running:
1. Would you connect and interact with you?
The first thing to do is take stock of your current social media usage, presentation and tone. Take a long hard look at your firm’s social media channels including Twitter, Facebook, LinkedIn, Instagram and so on. Have you filled out all the necessary section such as ‘About’, ‘Contact Details’ and a short bio? It’s also worth noting where you stand in terms of SEO. Is your firm ranking for your chosen keywords when you search for them in, say, Facebook? If they’re not, then consider re-writing your business descriptions and biographies so it best fits your keywords…but be careful not to overstuff your content with keywords of course.
2. Make the first move
Whether it’s getting in touch with a long-lost client or making the first point of contact with a potential lead, making the first move reveals a lot about your business. It shows you’re proactive, professional and primed for new clients! Make a list of all the clients you’ve lost touch with over the last two or three years and give them a call or send them an email. Even if, for example, the client lost touch simply because it was the end of litigation you can still get in touch for a catch up to see if anything has changed in their life to warrant the use of your services.
3. Find out what your clients really want
Nothing spells out great customer service than making a clear effort to find out what your clients want. A questionnaire can be a fantastic start to digging into your clients wants, needs and preferences. Simply create a survey on Survey Monkey (or even using a something linked to a simple CRM like Zoho Forms – which is what we use and recommend to lots of firms). Use a mix of open-ended, closed and multiple choice questions – that way you can collate hard data such as age, location and business type, as well as subjective data such as opinions and new ideas. You might want to offer an incentive to complete the survey such as a prize draw for an Amazon voucher, as it can help boost exposure to your survey.
4. Say “thank you”
We understand that there are rules about thanking your clients directly but we do think there needs to be room for good, old fashioned manners and thanking the clients who personally recommended you to someone else is often overlooked. Usually, any type of gift or card is embraced by almost everyone! So it’s up to you whether you send them a luxury gift hamper or a simple personalised card thanking them for the referral. The beauty of the humble ‘thank you’ is that people tend to share your cards and gifts on their social media pages – meaning you get some exposure out of it. If other people and firms see that you’re treating existing and new clients with kindness then that’ll work wonders for your reputation.
5. Who are your dream clients?
This is an effective time of year to list your ‘dream’ or target clients. It doesn’t have to be a big database, just five to ten dream clients will do. Find out who the key people are, the contact details, their business values, any social media activity, why you could be a great fit for them and how they could benefit from your services. This is essentially a direct marketing strategy! Once you’ve found out all the key details, you’ll need a plan of action. Ask yourself how you’ll contact them, what approach you’ll use and over what timeframe.
6. Keeping your information up to date
Make sure all areas of your website are up to date – including examples of your work, case studies, staff and services you offer. The same goes for all your social media accounts. Ensure all information is relevant, especially your services and blog sections. Review your content every six months to determine what’s old, what stays and what’s missing.
7. Are you sharing your opinions outside your website?
It’s more important than ever before to put your content out there. We’re not just talking about publishing an article on your website, it’s also about prolonging the life of that article through external publishing platforms. Have you noticed? We’ve put this article on LinkedIn… and you might well have received it via email… and it’s going out across LinkedIn, Twitter, Instagram and Facebook…
8. Be the voice of your industry
Have you ever watched a news item on TV where an ‘expert’ will give his or her point of view? Well, what if we told you that if, for example, you’re a family law solicitor, you could be that expert for a news story related to your specialist subject? It’s just a matter of making yourself more available as a commentator for your industry. Make a list of publications and media outlets you’d be happy to contribute to….and get in touch. Put yourself out there as the go-to person when the journalists need an industry comment. And don’t think this is only for the big firms… we worked with a one-partner firm in the South West that ended up in the broadsheets and on The One Show for their Gender Pay Gap employment law expertise.
9. Create some useful digital content
When your clients visit your website or social media pages, they want to be reassured that you know what you’re talking about…and that you can explain tricky terms without using jargon. That’s why it’s crucial you offer lots of useful information on your website such as infographics to explain usually complex situations. Why not set yourself a challenge to create a bank of fact sheets and information sheets to help your existing and potential clients learn more about what they need from you. Maybe one a month for the rest of the year?
10. Look at your real profits
When most firms think about their clients producing the most profits, they think about the volume of work rather than the fees. Sit down and work out who your top ten most lucrative clients are in terms of the amount of financial profit they give you. Ask yourself if you could cover areas that you have expertise in, but don’t currently do? Put together a short bullet list of actions to develop that profit. Once you’ve finished with your top ten, keep working your way down the list until you’ve covered everyone.