Keeping it consistent with the last two posts – we are looking for ways to meet new market demands within three common components of a law firm: administration, communication and services. Let’s take a look at communication.
dog1Think about how companies are targeting you – delivering to you marketing that you find interesting and agree with. The Obama Campaign did this in 2008. Did you know that when you received a direct mail piece on Obama’s stance on financial regulatory reform Helen, your 85 year old neighbor, received a piece on Obama’s neutral stance on gay marriage? Let the games begin.

The Obama Campaign is just the beginning. For instance, let’s take a quick glance at my personal Facebook. I just clicked on my profile right now and on the right are three ads: Constant Contact, BlackBerry and iPhone-App-for-Autodealer. Interesting; as a small business owner (which I am) Constant Contact is a tool that might interest me if I wanted to keep in touch with my clients better. Blackberry is a smart-phone and since I buy a new phone every few months (terrible habit) I might be interested in seeing the new Torch. And the iPhone-App-for-Autodealer? It just so happens I was a car salesman in a previous life (not too long ago)! What are the odds that these ads would all end up as the advertising I would see when cruising Facebook?

Fact is the odds are actually favorable because of little things called “cookies”. Essentially, every page I go to, how long I stay on it, what products I look at when I’m on it, how “engaged” I am when I look at those products – so on and so forth – it’s all being compiled and used to gauge me as a potential new client. Accordingly, I see banner ads that are relevant to my interests.

What does this mean for your communication style? Can you identify what your current and potential clients want or need? How much they’re willing to pay for a given service?

How about those newsletters you send me? Do you know how many email solicitations I will take before I start deleting them without reading? Fashion e-retailer Net-a-Porter does. In fact, when reducing its email frequency from ten per week to two per week, conversion rates soared!

Okay, so maybe you don’t have the resources to design a game called Lawville for Facebook and use it to track potential client interests with the intent to deliver relevant banner ads. But you can do better with your email marketing. Did you know that frequency was the reason why 73% of people “unsubscribed” from email solicitations, blogs and newsletters? Knowing that, are you’re a bit worried about how much stuff you’ve been sending your clients? Smart Insights has a few helpful tips:

  1. Reduce email frequency for lower responding clients
  2. Change frequency for different segments
  3. Give clients a choice on their frequency
  4. Increase direct mail for clients with lower email responses
  5. Try a re-engagement campaign for inactive subscribers (offer them a special discount)

It’s interesting stuff when you think about it. How often do you email your clients? Am I emailing you too much? What kind of success or failure rate are you experiencing? How much of your business is driven through e-marketing? I want to know. Leave it here and maybe we can work together – right here right now – to come up with some fresh ideas on how we can engage our current and future clients. Leave a comment here.

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