Marketing

Wednesday, January 11, 2012

Webinar: Rainmaking Strategies for Lawyers: Attract Clients by Positioning Yourself as the Expert

• Position yourself as a thought leader in an opportune industry segment
• Land specific categories of new business...without ever leaving your desk
• Guarantee you're the first lawyer in America writing about a topic
• Turn social media into your free personal broadcast network
• Have reporters call you for the expert quotes that make their story -- and your reputation
• Get business while you sleep by building a "virtual promotions department"
• Be in demand to speak at the right conferences
• Create your own thought leadership platform
• Reinforce your marketing efforts with top-of-mind marketing communications that reach a much larger universe of prospects

Tuesday, May 10, 2011

Join Us: Promoting Your Business in a 3.0 World!

Join our prestigious group of service professionals and business owners for networking, stimulating conversation and fun over some wine and cheese!

You will be one of the first groups to enjoy the newly renovated Braemar Country Club as you learn how to use public relations tools and social media platforms to promote your business and attract new clients.

LEARN MORE OR REGISTER HERE

Ever wonder why your competition gets mentioned in the media even though you know as much or more than they do? They know how to play the publicity game. Learn how to use public relations tools and social media platforms to promote your business and attract new clients.

We will focus on:

• Branding yourself through social media tools including Facebook, Twitter and LinkedIn
• Maximizing your presence through speaking engagements, e-newsletters and Digital Marketing
• Making service providers relevant to the press
• Why editorial features have more credibility and added value than paid advertising
• How service providers with regulatory restrictions can market creatively

Friday, February 18, 2011

Grow Your Practice With Seminars and Round Table Events!

Teaching a continuing education class or inviting colleagues to join your round table discussion is a great way to establish thought leadership and increase referrals.

Are you using educational events to grow your practice?

Our Event Marketing White Paper explains how to effectively incorporate CE seminars and round table events into your marketing mix and increase referrals. Complete the contact form on the right to get our Event Marketing White Paper.
 

Friday, February 04, 2011

e-Newsletters - Turn Key Strategy to Get More Referrals

An e-newsletter is a low maintenance and turn key strategy to get more out of your client and referral relationships. It’s an excellent way to stay in touch with existing clients, provide value add resources and constantly remind key audiences about your expertise so that when an opportunity comes up, all they have to do is click the forward button and refer you to a friend or family member.

In other words, an e-newsletter makes it easy for clients and referral sources to share your information with others, magnifying your marketing reach and increasing referrals.

A new feature, now available on many newsletter platforms, is a social networking function. Imagine your clients getting an e-newsletter from you and sharing it with friends and family on their Facebook page or other social networking sites.

All your clients need to do to share your newsletter with their entire Facebook contact base is to click one button next to your newsletter link - Like It - and their entire network of contacts will see what it is they like – your newsletter (on the recent changes in the tax law), for example.

This snowballs when one of your client’s Facebook friends “likes” your newsletter. Now your newsletter link went out to two warm markets, one of your client's and one of your client's friend’s. Just imagine what this can do for your marketing efforts!

Where forwarding your e-mail and endorsing you directly is a very strong way of referring friends, family, clients and colleagues, social network sharing makes it even easier to share, informally. Because social sharing is less obligatory, more people will be prone to share your newsletter. Imagine if two, three, four of your clients or referral sources do the same!

If you don’t have an electronic newsletter that regularly reaches your clients and referral sources, you are overlooking tremendous referral potential. Contact us today and learn how our newsletter marketing services can help you get more out of your client and referral relationships!

Thursday, January 20, 2011

How to Improve Speaking Engagement Results

Speaking engagements are some of the best ways to initiate and solidify prospective client relationships, yet many professionals don’t use this opportunity effectively.
 
Whether you are invited to speak at an event or you are planning one yourself, it’s important to understand how to get the most out of your presentation and prepare.
 
It’s too often that I see professionals deliver an educational presentation to a qualified group and come back to their office empty handed - meaning no prospects, no business cards, no attendee contact information. In light of this common pitfall, here is a quick guide to improving event results below.
 
When you are invited to speak or you are organizing your own seminars follow these four steps:

1. Treat this as an opportunity to establish thought leadership, educate and build rapport. Remember that not everyone is ready to buy now, some attendees are just learning about the subject matter, some are interviewing service providers to get more information and only few are ready to buy now or once they find a service provider they like.
    
2. Have a next step option for everyone: offer to follow up with resources of interest, subscribe to your newsletter, join or follow you on a social network and, for those that are ready,  to schedule a consultation call or in-person meeting.
    
3. Follow up - don’t expect attendees to reach out to you, they rarely do. Having a strategy to collect attendee contact information is key, thefore, think about what resources you want to offer to attendees and how to make it available after the presentation, so that you have another chance to initiate contact.
    
4. Stay in touch and deliver value: send e-newsletters or relevant updates to everyone that heard you speak, and stay in touch. Otherwise, you’ve just prepared your prospects to hire your competitors. There is a rule of seven touches that we will discuss in more detail in our next post, that is essential to converting more prospects into clients, so stay tuned!

 
Remember, not everyone is ready to buy when you are ready to sell, therefore, having a strategy to stay in front of your prospects ensures that they will retain you and not your competitor when they are ready to move forward.
 
If you want to further improve your speaking engagement results or you are at the stage where you are just considering incorporating speaking engagements into your business development strategy, contact us today!

Monday, December 20, 2010

Does Your Marketing Reach the Right People?

You spend a lot of time, money and effort on getting your name and your message out in the world, but how do you know it’s reaching the right people?  The answer to that question consists of answering these 4 sub-questions:

1. Who are the right people?

Before you reach out to the right people you have to know who those people are, and build your marketing campaign around them.  You may think that if you indiscriminately throw something out in the world you’re avoiding restrictions and have a better chance of reaching everybody; but what’s closer to the truth is that you lack focus and are more likely to reach nobody.  If you don’t know who your target audience is, go back to basics and revisit your mission statement or purpose. Having a clear idea of your goals will not only help you figure out who your “right people” are, it will help you answer question 4 as well.

2. Where and how do they get their information?

There’s no point in putting an ad in the Yellow Pages if your target audience is the tech savvy Droid and iPhone set, and you don’t want to simply hand out your card at Starbucks if you’re trying to reach experienced professionals who place a high premium on networking at conferences and educational events. Believe it or not, first impressions don’t happen when a potential client meets you for the first time, first impressions are made when a potential client first sees your name—where they see it and in what context can have a huge impact on what they think of you. 

3. Where and how to they share their information?

The very best way for a potential client to hear about you is from someone else they already trust and admire.  This could mean a client bringing a friend to one of your seminars, it could mean a colleague giving your card to one of their clients, or it could mean your most recent blog post going viral on Facebook—however your information gets shared, the important thing is that it does get shared.  This means making it easy for “your people” to share your great qualities!  Instead of (or a well as) sending out a hard copy of your newsletter, send it out via e-mail, which is easier to forward to friends and neighbors. Make it easy for people to find your information, insights and publications on social networking sites so they can “share” with a quick click of the mouse to their hundreds of friends and followers.  When you send invitations to educational events urge the recipients to bring a friend. 

4. What do they need from you?

Okay, you’ve figured out who the right people are, how to reach them, and how to reach their friends; now you need to make sure you’re giving them what they need. Chances are they need more than your name and website put in front of them one more time; they need their questions answered.  They need to know that you understand their problems and can help them find a solution.  Our suggestion: don’t just tell your audience how great you are, show them.  Answer one of their burning questions; give them some free advice and useful information.  Once they see that YOU are the expert they need, they’ll come back to you again and again—and bring more business with them every time.