QUESTION………Your content is great but your business development isn’t.  Your business development is strong but your conversions are weak.  You and your colleagues are approachable and talented but struggle with understanding how best to gain new leads.

Why?

Sound familiar? Troubleshooting tips for legal marketing and legal business development …..read on…..

CONTENT

Your knowledge should be shared. So what if your competitors see what you are up to? Take it as a compliment.  Write about your insights and offer snippets of advice to entice people to want to read more.  If you don’t have a designated person/s to write engaging content, outsource it.  Monthly newsletters, press releases, blogs on social media.  We all read the news on social media and we all search the internet for advice and help.  If your content presence isn’t “out there” then how will you be found? Email me for more advice or help.

NEWSLETTER

Shout about your content through the medium of monthly online newsletters.  Have you won a case? Are you supporting a local charity? Are you sponsoring an event? Do you have a Q&A session you want to share?  Keep the newsletter brief, engaging and relevant. Email me if you want to understand the best way to crack on with this and to ensure you are GDPR compliant.

SOCIAL MEDIA

If you use Twitter, Facebook, LinkedIn etc – are you using it frequently?  Are you using these mediums correctly and analysing the data?  If yes, what are you doing with that analysis….?

CRM

This is your database of existing clients and potential leads.  Client Relationship Management. You may well be using Excel or an integrated software such as Proclaim.  As long as you are using the database, keeping it up to date and in doing so staying in touch with your audience, you are on the right track.  Check you are GDPR compliant and use your CRM to send out informative newsletters and blogs and track along the way.

BUSINESS DEVELOPMENT

Business Development can often be the problematic part of a business plan.  Who develops your business and how?  If you have a BDM (business development manager) do you rely on them to hunt the business, gather and close the sale?  Services can often take between 12 to 18 months to gain the trust of a new client and in this time, you still have to keep them engaged.  How are you doing this?  Patience, a budget and tenacity is key here.

CONVERSIONS

I have often come across great business development and marketing only to see the relationship slip away because delivery of the service let them down.

All employees should have informal training of how to talk with people.  Sounds simple doesn’t it? Legal services are client facing and can no longer hide behind references books and a secretary.  Common courtesy and excellent customer service from everyone of your colleagues and employees will be as important as the work itself.  Communication is key in converting work.

WE’RE A GREAT FIRM OF SOLICITORS WITH EXCEPTIONAL TALENT – WHY DON’T WE HAVE MORE CLIENTS?

Simple answer is we live in a DIGITAL era.  The days when the solicitor was the local hero are now in the past. Everyone can access legal help and make comparisons online.  Understanding your competitors is not only great for referrals, but it can help you understand what makes you different.  Why would someone (be it B2B or B2C) come to you?

TARGET AUDIENCE

Example, you are a firm of conveyancers.  Have you found what works best for you? Local referrals? What makes clients come back and recommend you?  Sponsoring local events? Collaborate with local estate agents? Network in the community?  Facebook is often good for conveyancers as is private client work.

Example, you are a firm of specialist employment lawyers – dealing with large corporates.  Your budget for marketing will be larger than the previous example but how are you building your brand? Do you talk at industry seminars? Do you sponsor specialist awards where your audience will be? Do you have the correct social media presence? Are you part of a LinkedIn group?

There are many different examples but if you are not sure of your audience then you will be giving out confusing messages.  Focus.

MARKETING BUDGETS

What does the budget cover?  Do you have a business strategy?  A good way to decide what your marketing budget should be is to establish your total revenue.  A suggested percentage for a newer company trying to focus on brand awareness (up to 5 years of trading) should have a budget of 12 – 20% whilst an established company (5 years +) doesn’t need such a big budget as their services will be known – that said, if they are flagging, new branding might be useful.  It is then that you can sit down with your teams to decide how much you would be prepared to budget for getting this equation result in again.

CONCLUSION

Coming into a firm to “troubleshoot” can only been seen as a positive because it means change is ok and that you are open to suggestions going forward.  What are your needs?  Do you need more leads? More sales? More brand awareness?  More conversions?  More content using key SEO words? Knowing your goals will help determine where you want your budget to go.  Having a strategy and sticking to it will focus you and your team to build a stronger and more financially viable business.

Any questions or would like a chat? Email me or call me 07775 438 538.  Thanks for reading! Elaine.