When you have a chance to determine what your clients need and want from you, consider it a priceless possibility to learn. Their particular needs and wants–and their experience with your firm–are the key to discovering the focus of your marketing efforts. Finding and delivering what your clients need and want will not only cause satisfied clients but, if you apply this knowledge to you and your practice, their experience of your firm can also become your branding. lawyer seo marketing
At a corporate law practice in Hundred years City a couple of years ago, a senior partner shook hands with one of his clients following the conclusion of the company’s first public offering. The two men reminisced of their long relation-ship. “We’ve experienced a lot together–both good and bad–from climbing out of our financial mess, to the opening of our first four stores, to building out practically four hundred of those, to finally going public, ” the president of the company said, smiling. “It had not been a fairly easy journey, but Now i’m sure glad in the end it turned away you who was with us. Regardless of where we were, you were ever present too. ”
When a client speaks to you from the heart, the insight you obtain will be priceless. The marketing materials for that Century Town law firm had recently emphasized their track record, their versatility and their willingness to be difficult. Had they did not incorporate this client’s perception, they would have skipped an important marketing opportunity. Luck-ily, the senior partner was a savvy marketer. This individual immediately knew the value of a long-term customer’s praise. It became an important part of the firm’s identity and, after a while, made their way into the business’s branding and marketing materials: “Wherever you go, gowns where we’ll be… inches
Beyond the decent service, the sound legal services and the expectation of professionalism, what mattered to this client on an mental level was that this firm have been by his company’s side through the good times and the bad.
Not all of your clients will hands you a resonant marketing phrase. But an experienced marketing professional with the proper skills forces you to more aware of them when this does happen, and more impor-tantly, can help you use them to condition the way your firm brands its services. But the type in this example is not the catchy phrase or use the kind expression of gratitude. What makes the Century City firm’s marketing insight essential is the fact that it signifies a significant truth about the firm: It does stay by its clients even when times get hard. That’s how the company does business.
In the late 1990s, one of the most significant law businesses in the country decided it wanted to make use of the technology boom. The marketing team advised the company to target small start up companies and offer them a lower hourly rate for general business concerns in the hope that, if the organization succeeded, the firm would be handed down all their legal work, including taking them general population. The marketers believed that doing this would show the firm’s commitment and loyalty to their smaller, weaker clients. One such client had this regrettable experience dealing with the firm:
“In the starting, the firm really looked like considering what we were trying to create. That they spent time getting to know us and portrayed a real desire in seeing us suc-ceed. I truly believed them. I was invited to firm-sponsored workshops and even got asked to the firm’s skies booth for the big game. Everything was heading well until the technology bubble burst–and with it, our close relationship with the firm. No more friendly partner calls to observe how we were doing. After a while, I was lucky to get my calls came back. They knew we were strapped for cash and, when we were powerless to pay their expenses, they sued us. That they didn’t just sue the corporation (the one they helped us set up), they sued myself, since I was the chief executive of the company. That was a disas-ter. When ever the chips were down, this firm came at us with knives. Allow me never forget this experience–nor will my acquaintances and friends. ”
That doesn’t take a marketing genius to know that it’s bad business to sue your clients, but the contrast involving the Hundred years City firm which one is worth noting. A single firm made a dedicated friend out of a client while the other made an enemy. The point is that what sort of firm will business, be it how they manage their receivables or which new practice group they decide to start, says something important about the firm in marriage to its clients.