In an article for the February 2011 edition of Managing for success, the Law Management Section's magazine, legal marketing consultant Sue Bramall explains how to set your marketing strategy to take advantage of future opportunities and tackle the new competitive threats in the legal services marketplace, and how to maximise return on marketing investment.
Keep in touch with clients
Client loyalty cannot be taken for granted in an increasingly competitive marketplace. Consider sending them a newsletter or planning corporate hospitality events targeted at key clients, referrers and prospects.
Focus on customer service
Put in place effective ways to measure customer service in your firm, and train your support staff appropriately to ensure clients get a good impression of your firm from the start.
Court your target market
When you are confident that you are doing all you possibly can to nurture and develop your existing client base, look outside and see where else you can win new business. Decide on a target market and do your research so you know what you can do for them, and what marketing channels to use to attract them. Websites play an important role in the process of information gathering and affirmation following a personal referral - make sure yours effectively reflects your firm and its core messages. Consider introducing (or reintroducing if you cut it during the recession) sales skill training to make sure your people are best placed to convert enquiries into new business.
Read the full article (PDF)