Do you try to cast the widest net possible when marketing your law practice?
If so, you could be making a mistake.
“In the past, marketing was all about going viral to try to reach as many people as possible with your campaign’s video or post,” according to business writer Emily Heaslip for the U.S. Chamber of Commerce website CO. “Today’s truth: less is more.”
One recent study reported in Harvard Business Review found that half of all consumers (not just law clients) are more likely to patronize a business if they receive personalized service.
An experience with a company should be frictionless, anticipatory, relevant, and connected, according to the Harvard Business Review study.
Below are some other marketing mistakes to avoid.
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It’s Time to Ditch These Marketing Practices (They Don’t Work)
Here are three marketing mistakes to avoid, per Emily Heaslip and the U.S. Chamber of Commerce CO:
Trying too hard to sell yourself. One study showed that 86 percent of customers pay attention to social media messaging, but six in 10 say they grow annoyed when the messaging is too overtly promotional.
Forgetting that quality service is the best type of marketing. “In the past, marketing has been siloed from customer service and sales,” according to Heaslip and CO. “However, creating distinct teams that operate independently may not be serving your company. Consider how marketing, sales, and customer service can work together to create a cohesive experience for your customers. For instance, if there’s an active marketing promotion, sales can take advantage of the campaign to sign or re-sign clients. Likewise, the marketing team can reward dedicated customers for sales referrals — one of the best ways to source new customers.”
Unappealing, boring or irrelevant content. “Marketers have been hearing for years that when it comes to content, video is king,” according to the article “That’s still true, but every king needs a queen — or at least, a court. Marketing teams need to integrate different flavors of content into their marketing program. Support your video with images, gifs, and audio. Audio content is on the rise with apps like Clubhouse and Twitter Spaces.”
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