Direct marketers have been pioneering strategies to get the most of marketing campaigns and have been doing so for years. These people are the “Bruce Lees” of the marketing industry—their use of minimal efforts to generate maximum results is what makes them such game changers in the field.
There are many things worth taking from their philosophy—for your law firm’s client acquisition, retention, and other aspects of your legal service.
Here are some of them:
Always Have a Call to Action
Direct marketers always suggest a next step for would-be clients to take—this is known as the call to action. The idea is not to give them a directive, but to encourage potential clients to raise their hands and say, “I want more”.
You need to make sure that the call to action focuses on value. Instead of saying, “Contact us to learn more about what our lawyers can do,” say “Contact us to learn more about how we can protect your rights.”The latter statement is stronger and more appealing.
Focus on Data and Measure Data
Traditional advertisers focus on brand perception, while direct marketers want data. If direct marketers don’t see positive return on investment for a particular marketing effort, they make an effort to up their game without hesitation.
The key here is to not waste money on marketing that’s not measurable. If you can’t measure it, don’t do it. Measure results with the help of SEO marketing experts to determine which actions generate the most profitable results.
Go Beyond the Sale
Some companies, in their goal to get customers to sign up for their products or services, have lost sight of the experience of using their products or services. Once marketers have signed on a new business, they—all too often—become complacent.
Remember that you’re doing business with people, and the “sale” doesn’t stop after you get a working contract with a client. Deliver a great experience in giving legal advice or representing a client.
Try applying these philosophies to your industry. Who knows, they might just help your law firm earn referrals—and a good reputation.