You must expect some of your marketing efforts to fail in the short term. We discussed having a confidence scale at the end of the previous blog. Each marketing initiative you pursue will have a rating that indicates how likely you think it will succeed. Don’t get hung up on the ranking system; the true purpose here is to let yourself try things. Pair new initiatives with things you are less familiar with. (Pro Tip: If you want to know what is working, go back and see where your past clients came from.)
The frequently cited quote by Thomas Edison says, “I haven’t failed. I have just found 10,000 ways that won’t work.” According to his records, he failed 2,774 times when designing the lightbulb. We bring this up because if you were to ask a marketing expert, they would attest that knowing what not to do has value.
- SEO
- PPC
- Social Media
- Blogging
- Video
- Podcasting
- Print/Direct Mail
- Billboards
- Radio/TV
- Reputation Management
Because the list mentioned above is not exhaustive and you will never have a shortage of options, making the list smaller has long-term value.
How To Fail More Efficiently
One of the things we stress is the importance of having a network, namely because it is a prerequisite for lead nurturing. Although you can generate more referrals and repeat business when you stay in touch with your existing network, you can also leverage your peers within your network. For example, where have they had success with marketing?
To fail better and get the most out of it, don’t be afraid to share your notes with others—they will do the same with you—and don’t pull the plug too early. When another attorney or colleague says a specific initiative did fail, get more information. Extract key information. It’s not out of line to ask someone, if they were to try a particular marketing strategy again, what would they do differently?
What Should I Stick With?
What are the types of categories we would stick with? Though it may sound self-promotional, we would continue to create content: blogging, social media, videos, podcasts, newsletters. That would be our advice even if you weren’t working with us. It’s a means of building your reputation through authoritative content. One of the biggest things that gets overlooked in marketing is referrals and repeat business. Content lets you stay in touch with your existing audience so you remain at the top of their minds.
In other words, if you are putting out blogs and newsletters and aren’t finding that you are getting more referrals, repeat business, and higher-quality clients, we would advise you to stick with them. They have historically produced these kinds of results. We know because this is what we do for law firms.
Continue with any referral activity or anything that grows your network. If content marketing stays in touch with your network, you must also spend time developing it. Always remember the importance of attending in-person events, even if that means sending someone on your team. (This includes BNIs, Bar Associations, and Chambers of Commerce.) Family law attorneys can network with mental health professionals and accountants. Each of you could become a referral source for the other. Lastly, if you have the budget, you should pursue targeted ads.
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