Marketing has seen a number of shifts in recent years. It’s no longer enough to simply provide legal services that meet your clients’ needs.
Today’s law firms must nurture the ongoing relationships that support their business goals and create greater visibility for their brands.
Knowing how to develop a marketing strategy that builds these relationships and increases your firm’s revenue will establish lasting success in 2017.
Start With Trust
Trust is built over time, and your law firm must understand what clients want, need, and expect from your practice.
Trust leads to loyalty, which keeps clients coming back in the future when they have other legal needs.
Thankfully, today’s technology allows you to answer client questions and gain the feedback you need to develop effective marketing campaigns that resonate with your target audience.
Being active on social media and providing useful content through your website or blog are some of the ways that you can develop that trust. Be responsive to the questions and feedback you receive, and take the steps to engage your audience.
Know Your Market
Marketing that builds relationships focuses on long-term engagement. Law firms often need to set aside short-term revenue goals and focus on activities that increase the value they provide to current and future clients.
Having a deep understanding of your market allows you to build these relationships easily.
In order to build relationships with clients, your law firm must consider new ways to provide top-notch services that lead to consistent and measurable results.
Analytics and other data are critical to this process. Client data can inform your marketing decisions. It helps you understand the reasons why your clients choose your practice over your competitors and why they return in the future.
This analysis helps you create a marketing plan that focuses on long-term engagement and growth.
How to Market for Relationships in 2017
There are many strategies that today’s law firms can use to build relationships. Direct feedback from your clients and audience is the first place you should look.
Many law firms use surveys and polls to learn what their clients think about their services and how they can be improved.
Law firms that listen to and incorporate client feedback gain a competitive edge within their industries. They use social media and other platforms to build direct connections with clients.
How your law firm responds to positive and negative feedback determines the quality of the relationships you develop.
Many law firms have client relationship management tools and strategies in place. Taking the time to consider how your law firm will build relationships over time makes it easy to address any issues that arise.
Your legal team should receive ongoing training on relationship management in order to stay current with the changing needs and behaviors of your audience.
Your law firm should already be establishing relationships with its clients and target market. If you’re not sure how to develop your own relationship management strategy, let us know your questions in the comments below.
We’ll help your law firm create an effective strategy that considers its long-term goals and the new ways in which it can provide greater value to clients.