Think of your firm's marketing in four ways: Client Service, Financial Management, Marketing, Technology, and Office Systems and Processes. Although one can argue (as I often have) that everything a lawyer or firm does is related to marketing in one way or another, I will confine this post to his suggestions in the areas of client service and marketing specifically.
Client Service
- Enter your office and open your eyes to what clients see and how they “experience” it, starting with the look and feel, to the likely personal interactions they’ll encounter; then, draw up a “list of improvements;” (better yet, ask them in person);
- Prepare a client satisfaction survey (or use one of those he suggests) and put it online (better yet, ask them in person); and
- Review and revise your engagement letter to meet ethical standards (he suggestions many do not), and eliminate legal jargon (basically make it a positive, friendly document); and
Marketing
- Require that everyone in your office understand their role in marketing, and to buy-in to contributing in some way (and the firm should provide the necessary training where needed);
- Keep the marketing plan simple and short, but with meaningful, measurable action items that will develop the clients you want, in the practice areas you enjoy. Further, aim to gain more of the same (start with your current financial records to see where the said desirable work is currently coming from);
- Turn a seminar speech into an article for publication, and then send it to clients and to those you met at the seminar (called “four-for-one” marketing); and
- Improve your web site with testimonials (where ethical rules permit), and add a video to your site.
Not all marketing and business development ideas need to be difficult or stressful. Sometimes simple is smarter.
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