One of the biggest frustrations around marketing is that it is often difficult to truly diagnose why something didn’t work. After all, you may think you have a great strategy in place, but when it doesn’t produce the ROI you were expecting, it can be doubly frustrating to also not truly understand why.
Maybe your vendor didn’t deliver on their promises. Maybe you didn’t spend enough money. Maybe the message just didn’t resonate with your audience. Maybe there’s something broken internally.
Oftentimes we’ve seen issues within a firm completely derail an otherwise great marketing effort. You could be bringing in a ton of leads, but if they aren’t converting, the problem might lie within your own firm. In this article, we’ll look at three of the biggest potential issues.
1. Bad Systems
We’re big on systems and processes here at Spotlight Branding. Every process we execute is documented and regularly audited to ensure that we’re not only following it, but we’re consistently improving. If you don’t have systems and processes documented in your firm (or you do it inconsistently), people won’t ever do things the same way twice, which leads to frustration and inconsistency.
Furthermore, a lack of documented systems and processes makes training more difficult. It makes for an inconsistent customer experience. And it makes everyone at the office a little frustrated (even though they may not know why), which carries over into how they interact with your potential clients.
2. Bad Reception
While most people will look up your website first when learning about your firm, the first actual interaction many people will have is with your front desk staff. Whether you have an in-office receptionist or you work with an answering service, these people will set the tone for what it will be like working with your firm. If they sound bored and lifeless or don’t really know what they’re doing, those valuable leads might go elsewhere.
3. Poor Follow-up
One of the biggest knocks against lawyers and financial pros is their lack of timely follow-up on people who reach out. While most people may not expect their calls or emails to be returned immediately, they do expect to hear back within one business day.
Even if it’s an automated response confirming receipt of a message, just have something to let people know that you’re aware of their request and that they’ll be hearing from you soon. Otherwise, those people will go somewhere else.
You’re investing a lot of hard-earned revenue into your marketing. Make sure you have these three areas of your business shored up to ensure that you get the maximum ROI from your marketing.
Spotlight Branding
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