The most popular resolution for all solo attorneys, or really any entrepreneur, is to attract more clients and increase profits through marketing. But you can’t increase profits with the same stale marketing strategies you used last year. These powerful marketing resolutions are inexpensive, simple and will make your firm more profitable in 2016.
Resolution 1: Experiment with Video Marketing
Sites like YouTube, Periscope and Snapchat are growing in popularity as way to connect with clients. According to Hubspot.com video took up 57% of consumer internet traffic, equivalent to 4 times as much as web browsing and email. That number is projected to increase to 79% by 2018. ComScore says that website visitors are 64% more likely to purchase a product online after watching a video. These numbers can’t be ignored.
Creating video content can be relatively inexpensive. You can use equipment you already have such as your webcam, iPhone, DSLR cameras or GoPro. And most of the popular platforms are free to use.This makes it extremely easy to create a few test videos to see if it would be practical to implement in your marketing strategy.
Resolution 2: Make sure your website is mobile friendly
In the era of smartphones, having a mobile friendly website is essential. According to Internet Retailer 60% of global mobile consumers use their mobile device as their primary or exclusive source of internet. That means 60% of people viewing your website are on a tablet or smartphone. If your mobile site is not up to par you could be losing over half of potential clients who find you online.
Resolution 3. Implement or Improve your client feedback system
Word of mouth referrals are the best referrals you can get. The prospective client is already sold on your services and will likely retain you if you don’t mess up the consultation. Happy clients are a great source of word of mouth referrals, but many lawyers wait until the end of a matter to gauge client satisfaction. By having a system in place where you regularly get feedback from your clients you can fix any issues as they arise.
By using surveys ( I love Survey Monkey!), checking in with your clients regularly, and interviewing your regular referral sources, you should be able to preemptively correct any client dissatisfaction before the end of a matter.
Resolution 4: Know your ideal client
You can’t be everything to everyone and you shouldn’t want everyone as a client. Once you determine your ideal client you’ll be better able to create a marketing strategy aimed directly at them. You’ll be better able to target the right networking events to attend, social media your ideal client uses, and tailor your website to what attracts that specific group.
Legal Ink Magazine has a great post on Centering Your Marketing Strategy on Your Ideal Client.
Resolution 5: Use Quality Content that adds value
Content marketing will continue to be big in 2016, so in order to stand out you have to use quality content that adds value to the lives of your clients and potential clients. Content is all the information we share such as blog posts, video, website, books.
People want information. As information brokers, lawyers want to be paid for the information we share and there are limits to the information we can share with non-clients. However, there are many ways that we can give useful general information to potential clients who will in turn see us as trustworthy and knowledgeable and consider hiring us.
These are just a few ideas to get you started. Throughout the year I’ll be sharing more marketing tips and ideas to help grow your practice. Are you implementing any creative marketing strategies in 2016? Please share in the comments!
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