What is the best marketing strategy for law firms today? It doesn’t take a lot of marketing savvy to come up with the basic strategies that just about every law firm uses: put up a website, get listed in popular business directories, publish content on social networks, build a mailing list, and get involved in the community.
However, the campaigns that get the best results coordinate these strategies to build a brand and place the firm at a strategic advantage, positioned to make a successful sales pitch before personal contact is even made.
New opportunities are being created every day simply because competitors are failing to come across with solid branding. This is especially true for small to mid-sized firms that base their survival strategies on client service. It means an enticing new business development pool is now accepting applicants. It would be a shame to squander such opportunities by falling back on old excuses.
The first requirement of branding is to create a UPS or Unique Positioning Statement. This effectively distinguishes your law firm from your competition. It should be brief, easy to remember, and above all it should evoke an emotional response from your prospect. People make buying decisions with their emotions and then justify them with intellect. The marketing strategy for your law firm begins with touching your clients where they live – a tactic that your competition is almost surely sorely neglecting.
A UPS can be used as your company’s slogan, or it can be a slightly longer version, what many refer to as an “elevator speech”. This means that if someone asked what your company did while riding in an elevator up to the 25th floor, you could succinctly answer in let’s say, 20 seconds. What would you say if I asked what you or your company did if you only had between 5 and 20 seconds to respond? Your reply needs to capture the essence, strengths and uniqueness of your company and move me to seek more information from you.
With a good UPS, your 20-second elevator speech can easily turn into a longer discussion and readily attract new business to your law firm. Your UPS needs to be at the heart of all your marketing and sales efforts, including all of those venues we already touched on – your website, your social media, brochures, directory listings, lead generation memberships, and even your community involvement. If it isn’t, you’re giving up one of the most powerful sales weapons within any company’s arsenal: uniqueness.
By starting with a good UPS as the foundation of your marketing strategy, you can continue to pave the way for top-of-mind status with your clients and prospects. Cementing your uniqueness in their minds will not only help retain them as “fans,” but also it can help to expand your audience through the best possible marketing strategy, word-of-mouth. A good UPS will undoubtedly contribute to customer retention and invisible marketing for your law firm.Yellow Pages Dubai - Looking for a UAE business? Interested in a specific company or trade? We list a wide range of businesses, non-profit organisations and charities in the UAE and foreign companies who offer a service in the UAE. We expect the directory to be enormously popular so a listing on our directory will help to promote your company web site and we fully expect the UAE business directory to be a really useful resource for anyone searching for businesses and services in the United Arab Emirates.