Podcast: Ten Most Effective Marketing Techniques
The Chicago Bar Association asked me to record a podcast on the most effective marketing initiatives for solos and small law firms. The recording is online at http://www.chicagobar.org/podcasts/ It's the second item: 08/24/2007 - YLS - Most Effective Marketing Techniques.
Look for the link Download -- left-click on the link to listen to it online, or right-click to download it to your computer. It's 8.92 meg, so it'll download in about a minute. Here is a table of contents:
- Spend 2.5% of gross revenue on marketing.
- Put video on your website. It appeals to 30% of the US public, which has always had the Internet as part of their lives.
- If you can't measure your marketing initiative, don't do it. Be skeptical of advertising and public relations. Instead write blogs, websites, online banner ads, email newsletters
- Focus on getting new files from current clients.
- Cultivate referral sources. Start with clients, then pursue investment brokers, accountants, bankers, law school classmates and other sources.
- Get on the board of directors of a trade association. Get active and be visible.
- Pursue "targets," or business executives whom you already know.
- Write down your business plan -- whom you're going to call, when you're going to meet them and the outcome you desire. It's inchoate until you write it down.
- Spend 400 hours a year on business development -- four hours per week.
- Track your results. It's better than radio ads, which don't produce any results.
