January is all about goal-setting. Whether you are committing to a New Year’s Resolution or updating your business plan, this time of year everyone is looking ahead. So what does the future look like for you? And how are you going to get there? What is your marketing goal for 2016?
Marketing isn’t one-size-fits-all. Each firm will have different strategies to fit its unique needs. So before you start signing up with social media experts, web designers, and content writers, ask yourself what your goal is for 2016. What is it you want your marketing to do for you?
Marketing Goal: New Potential Clients
For a lot of businesses, the best use of their marketing dollars is to bring in new potential clients. If your client base tends to be one-and-done, like an appliance store or an adoption attorney, you need lots of new exposure.
If your goal is lots of new faces, then your tactic should be to increase your exposure. You might do this through traditional media, billboards, or social media. SEO and a highly accessible website will be important to you. Spend your money reaching as many people as possible with a strong message that you can meet their need.
Marketing Goal: Repeat Business
Other industries thrive on making a few clients count over and over again. A local coffee roaster, Chazzano Coffee Roasters, counts on its Carefree Coffee Club, wholesale accounts, and repeat customers like me, to bring him sales year after year. Repeat business is important the legal world too, especially to transactional business, insurance defense, and criminal defense lawyers.
To make the most of the clients you have, your marketing should focus on reminding them why you are the best at what you do. Chazzano does this with Instagram photos and videos of their roasting and coffee brewing process that make you practically smell the coffee and want to go back for more. If your business isn’t quite so photogenic, you can also use blog feeds and newsletters to give your clients tips and best practices. By giving them small nibbles of advice, you help maintain their appetite and remind them to call you when it’s time for another meal.
Marketing Goal: Make More Money
At the end of the day, every marketing goal comes down to making more money. But what if you could make each client more valuable? Smart content marketing can build your reputation and justify higher prices for your services, which in turn means more money for the same amount of work. This marketing strategy is especially well-suited to solos and lawyers in small firms trying to distinguish themselves from their bigger neighbors.
To increase the value of your services, your marketing should focus on making you look like an expert. Guest blogs and articles on reputable websites, how-to guides, and clear informative FAQs can all help build you up as an industry thought leader. These should be paired with an content-rich website that demonstrates the depth of your knowledge of your field. The goal is to make it look like you know the answer to any of your readers’ questions. Then when you tell them how much you cost, they will see it as money well spent.
No one can do it all when it comes to marketing. But by setting a clear marketing goal for 2016 you can focus your marketing efforts, and money, on strategies that will work for you. If you need help executing your marketing plan this year, contact writer Lisa Schmidt at the Legal Linguist. She can create the content to help you reach your goals.