Regardless of your chosen practice area(s), pretend you are an estate planning attorney. You set up various types of trusts, draft wills, and help your clients title their assets appropriately to align with their estate plans. A client calls your office, learns about what you do, and immediately agrees to pay a retainer for your legal services.
During your first meeting with your client, they tell you they want help getting a divorce.
Though I am sure this has happened to someone, it is somewhat absurd. The client contacted a lawyer, agreed to work with them, and wanted a result the attorney could not provide. Even when you tell them you are an estate planning attorney, they insist you help them with family law problems.
This Happens in Marketing (A Lot)
People accept that lawyers cover different practice areas. If you have a problem with a contract that one of your vendors is not honoring, you should seek someone with an established history in business law. The logic is painfully simple: The issue you want to resolve dictates the type of attorney you work with.
This is overlooked in marketing because people assume marketing agencies all do the same thing. We are very upfront about our identity as a content marketing agency that focuses on nurturing leads, which increases referrals and gets you better clients. This message is reinforced through our blogs, videos, and social media. Even when someone contacts our office, one of our Business Development Managers (Jana & Casie) explains our approach and what the client can expect from working with us. There are several instances when a client meets with their copywriter and account manager, they ask us to tailor our services toward lead generation (which is not the same as lead nurturing). It’s not far from asking an estate planning attorney to oversee your divorce.
The Question That Doesn’t Get Enough Attention
People often misunderstand this question: What do you want from your marketing? To be fair, many people will have an answer to this before they contact a marketing agency. They want to bring in paying clients. Okay, sure, but there are several different methods for doing this. That question is too broad and won’t lead you to the right marketing agency. It’s the equivalent of realizing you have a legal problem and need an attorney without asking what type of legal problem.
Another way to look at this is that you have a marketing problem, but what strategy do you want to employ to fix it? By knowing what you want to achieve and how you want to do it, you will find an agency that aligns with you. Like you, we have consultations to ensure our services fit your marketing needs. Even if you are just aware of the different types of marketing services, you will get exponentially more out of our first meeting. Challenge us. Ask Jana or Casie about SEO, paid ads, and content marketing. In return, you’ll learn about why we lean into content marketing and why we believe it’s a marketing tool every firm should use.
You may choose a different agency because our services aren’t what you’re looking for—and that’s completely okay. The key is finding the marketer who can deliver the strategy you want to utilize. In the worst-case scenario, you commit to working with an agency and realize that you are coming from two different places because you didn’t know that marketing agencies are as diverse as legal firms. You’ll be working with someone who can’t meet your expectations in the same way an estate planning attorney can’t oversee your divorce (assuming they only focus on the former.
Which Strategy Are You Going With?
Content is the foundation of good marketing because it makes all your other initiatives work better. We are content experts, just as many clients focus on a few practice areas. Find out why content marketing leads to more referrals and better clients while being affordable. Speak with one of our business development managers and ask them every question you have about marketing strategies and what we provide for you.
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