1.) Have a Compelling Answer to the “What Do You Do?” Question
Your law firm probably relies on referrals, and everyone everywhere is a potential referral source. Always be friendly, be valuable, and know exactly how to answer the question “What do you do?”
We speak to attorneys all day about their businesses and a surprising number of these attorneys don’t have an answer to that question. “I do personal injury in Pasadena” or “I run an estate planning practice” isn’t going to compel someone to sign a retainer agreement. If you don’t know what separates you from your competitors, chances are prospective clients probably won’t either. You can’t market if you don’t know what you’re selling.
You don’t have to come up with a catchy tagline, but you should be able to effectively and efficiently describe what you do and what makes you different from a guy who works down the hall or a block down Lake Ave. You also don’t need a 30-second long elevator pitch either. You need one sentence answer to “what do you do?” For example, here is ONE400’s answer:
We help law firms and legal technology companies build brands, create sustainable marketing funnels, acquire clients, and grow.
As you can see, we don’t simply say: “we’re a marketing agency for the legal industry.” We start by listing who we serve and then immediately describe the value we bring them. This is a compelling sell, inspires conversation, and can be the foundation for our marketing campaigns. This is also something that everyone in our company can remember and say to their friends, family, and people they bump into at a coffee shop.
2.) Be Accessible
For being in a large metropolitan area, our Pasadena legal industry is a small community. Your clients are your neighbors, friends, family, and referrals. Those people look to their attorney in times of distress and emergency. Being accessible is the easiest and most impactful thing you can do for them, and you don’t have to have a full-time staff or physical office to be accessible. In fact, accessibility is both the most publicly shared complaint and compliment paid to attorneys on places like Yelp, Facebook, and Google. Here are three quick and easy things you DO need to have in order to be accessible to your clients and provide great customer service:
- A working phone number and someone to answer it
- A working and actively monitored email address
- A modern and informative website
ONE400 is a law marketing agency that can help you address all of the above. While most of you might have a phone number and email address, simply having them isn’t enough. If you’re not answering your clients’ questions in a timely manner or picking up the phone when a lead reaches out, you’re letting them down and losing valuable business. We understand that you are busy, and that is why we help clients find the best solution to fit their busy schedule. Beyond helping our clients generate more leads, we also help them set up systems and protocols to help them be more accessible.
The last item on this accessibility list has quickly become an incredibly vital component for running a successful business in 2018. You might not think of a website as a contributor to accessibility, but think about it: your website is the one place where leads, clients, and referral sources can learn about you and the value you bring to the industry 24 hours a day. It doesn’t take lunch breaks or need the doctor recommended 7-9 hours of sleep every day. It is your evergreen digital billboard, business card, and CV and it should be treated like such. It needs to be modern, informative and easy to find and navigate. ONE400 builds custom websites for attorneys to help them maximize conversion for all three audience types that are landing on your site.
3.) Have Revenue and Marketing Goals
This sounds like business 101, but it is often something that many attorneys struggle with.
Like many of life’s endeavors, you shouldn’t invest a lot of time or money into something until you have a plan. Marketing works the same way.
Revenue and marketing are tightly intertwined. You need one so that you can grow the other, and that is why it’s important that you set goals for each. This might be as simple as adding 5% to last year’s revenue or increasing your marketing budget by $500/month*. Either way, these are goals that all healthy businesses should have. In fact, before ONE400 work’s with law firms, we require an answer to one of the two questions below:
1.) What is your marketing budget?
2.) What are your revenue goals for the year?
If you give us a marketing budget, we can tell you what your ROI with that budget can be. If you give us your revenue goals, we can tell you what you need to invest in order to achieve those goals. If you don’t have an answer to these questions, we can help. Either way, it’s imperative that you understand what you’re business trajectory is—whether you are your own chief marketing officer or you have a team of 20 marketing experts at your disposal.
*Industry standards suggest you should spend about 7.5-10% of your gross revenue on marketing per year