Jul 28 '17
You’ve had a week of working through our first five summer holiday tips. How did you get on? We’d love to hear from you with news of progress.
What’s next? Here are our next five tips for summer marketing activity…
- Areas of law – I’m going to share a hunch I have… I suspect that you probably have a practice management system with a load of data in it… but it’s missing quite a lot of the marketing information… like the areas of law each client is interested in. Why not take the summer to tick off a few each day and fill it in? So you can start to report on the data in a more insightful way?
- Evil email – This brings me nicely onto the inevitable subject of your database. The reality is the quickest and easiest way to reduce marketing costs is to take communications online. You may be thinking that email is the comms tool of Beelzebub but the fact is, in this day and age, most people communicate this way… and it is no longer seen as the easy option… simply the best option. That said, it does require an accurate mailing list and you’re probably sitting there with a lot of “email” boxes left empty in your practice management system. It would be a valuable use of your time to make some calls and search on Google to try to fill in some of those gaps. Top Tip: If you type “@whatevertheirwebsiteaddressis” into Google you will often generate a number of available email addresses – which will allow you to work out the format of your contact’s address… or you could go through the mountain of files in the first tip and find some email addresses you already have! Don’t forget you only have a year until the GDPR comes in so now is the time to do this work!
- Understanding profit – It’s a common failing that chambers have… the think about revenue generated (i.e. fees charged) rather than profit. Many talk about their ‘best clients’ because of the volume of work, rather than the amount of profit made. Take some time over the summer and study the profit you make from each of your ‘top ten clients’. Ask yourself about the different types of work you do, as well as the people that do it. What about areas that you don’t work for them, but could? Consider putting together a short bullet point list of actions to develop that profit. Now extend it to the next top 10 and repeat.
- Get in touch – It takes a brave set to ask for feedback but we think it’s one of the most important things you can do. Set up a simple online questionnaire in Survey Monkey and send it to every client that has instructed you in the last 12 months. You should be looking to find out their views on your expertise, client service and responsiveness, as well as collecting views on the best ways to market to them in the future. Don’t forget to ask them to provide detailed feedback and use this as an opportunity to pick the phone up and talk to them – saying either “thank you” for completing it or to specifically address poor feedback.
- Forward planning – This one goes without saying… that said, I know I’ve said it before. One of the most useful things you can do is to work out where you want your set or practice to go and the steps you need to take to get there. Set your three-year goal, work out the process goals that you need to achieve it and then write a “to do” list of actions required to achieve each process goal. Make sure you put time in the diary each week to make it all happen, once the holidays are over.
You want to understand where business development opportunities lie and the things that are going to stop you from achieving your strategic goals – be they firm growth, international expansion or new business development. You want to understand the areas of risk, disconnect with your strategic plan and opportunity, as well as cross-firm performance in terms of marketing and businesses development… all set against pre-agreed priorities, objectives and requirements. Yes? Then you’ve come to the right agency. Click here to read about our Marketing and Business Development Review.
Whilst your main business is, of course, the provision of legal expertise, we understand that you’ll be looking out for other ways to generate income and get the best return on your time and expertise. This may include international expansion, working in a new sector, launching online provision or a new way of working. But you’re also busy being a great lawyer… need some help? Click here to read more about our Business Development support.