Developing an Effective Top of Mind Marketing Campaign
When someone is asked if they know a good lawyer, you want your name to be the first one that comes to mind. This is the focus of a “top of mind” marketing campaign. To do this effectively, you need strategies that will leave lasting impressions on your current and potential clients that make your name synonymous with effective legal counsel in your particular field. For instance, if you practice family law, you want to build such a strong association with this area of law that, when someone asks a friend to recommend an attorney to handle her divorce, your name immediately comes up. When building an effective top of mind marketing mind, consider the following questions:
Who am I trying to reach?
Know your audience. Think about who you are trying to reach out to. An effective top of mind marketing campaign is all about reconnecting with your contacts throughout the year so that when the need for a legal professional arises, they come to you. Most successful attorneys get a great deal of their business through referrals from past clients, colleagues and personal connections. Beyond providing excellent service, your firm must also keep in touch with your contacts so they don’t forget your name and instead are constantly reminded of your expertise.
Consider the source. Are you connecting with fellow attorneys? Attempting to reconnect with past clients? What are the needs of these groups and what would they want from you? Every category of contacts may have different concerns that resonate with them. They also see value in different things. Take time to carefully identify your recipients and divide them into specific lists so you can gear your marketing initiatives accordingly.
What can I deliver of value?
Once you’ve identified your audience, you will want to create a campaign which not only gets in front of your contacts but also gets noticed by them. To really make an impact with recipients, you need to ensure that you are delivering something of value or of interest. If you are a bankruptcy attorney trying to reach past clients, you may consider delivering a weekly tip on rebuilding one’s credit after filing. If you’re an estate planning attorney trying to connect with financial advisors in the area, you may want to hold monthly roundtable meetings where you share insight into the world of estate planning and keep them apprised of changes in the law.
What’s likely to be shared?
The ability to generate information that will be widely redistributed after you send it out to your contacts can prove invaluable. Sharing means that your contact with your former clients or colleagues has resonated with them. They found value in it and they are confident that others will as well. Information with this type of value is rarely, if ever, self-promotional or a sales pitch. Keep this in mind as you develop your top of mind marketing strategy.
How often should I make contact?
While you want to be remembered, you don’t want to be annoying or be remembered for the wrong reasons. Only contact your past or prospective clients and colleagues when you have something really good to share with them. With that being said, making contact once a year probably won’t be enough to ensure you’re remembered and referred. Consistency does matter, as long as it’s within reason. Daily contact is excessive but a monthly digest or quarterly seminar will put your firm on the map and keep it there.
Another thing to keep in mind as you work to develop your strategy is to make sure that it is sustainable. The more you get in front of your contacts, the more likely you are to stay fresh in their minds and get referrals. Don’t plan on a campaign lasting a few weeks, remember that you’re in it for the long haul and work on campaigns that can be carried out for months or even years.
At Zola Creative, our dedicated team of law firm marketing professionals is here to help you put your plan into action. The development of an effective, sustainable top of mind marketing plan can bring clients through your door and keep them coming back and referring others. We are here to work with you to create a marketing campaign that puts you and your firm front and center in the minds of your current and future clients.