People often take their time when choosing a lawyer. Therefore, you need to figure out a way to stay in front of them so that when they are ready to hire someone, they think of your law firm first. That’s what we like to refer to as being “top of mind.” The best way to stay top of mind is through an automatic marketing campaign that runs while you sleep. Seem too good to be true?
The lawyers who are getting their perfect clients have figured out the secret—and they use that one ingredient that makes all the difference in retaining their current clients and even getting referrals. These attorneys have developed and implemented a follow-up marketing campaign, also known as a drip campaign, which kicks into gear as soon as someone contacts their offices. It’s proven and it works.
What Goes Into a Drip Campaign?
You need to set up a system so that your follow-up marketing runs on autopilot. When prospects are added to your database because they have contacted you or responded to a free offer, your system should distribute a variety of marketing touches that include emails, letters, postcards, paper newsletters and email newsletters. It should be a timed sequence of information that is sent to your database. You might have a mix of 15 emails, letters and postcards that go out over a 6-month period, or you might have 20 that are condensed over 3 months—it is really up to you.
Your database is the most valuable asset of your business. Make sure that you are using your database to its full potential.
Don’t Let Your Clients Forget You
Isn’t it amazing that you can spend months—or maybe even years—helping a client, yet when that client needs help again, he or she goes to someone else? Maybe that doesn’t happen to you, but we have heard from other attorneys that it does occur from time to time in their firms. You can stay connected with your clients on a personal level by sending handwritten notes. For example, you might sign birthday cards for them and include a short message. Or you might thank them personally for their business. Whatever approach you take, you should strongly consider incorporating personal notes into your marketing campaign.
Identifying, attracting and converting your perfect clients is hard work. Make sure that you are retaining these clients by showing them that they are important enough to you that you would take the time to write a personal note. Acquiring a client is a lot more expensive than retaining one. Don’t let them slip through your fingers!
Please contact us at 888.886.0939 or chat with us at fosterwebmarketing.com.