19 Jun 7 Basic Principles for Lead Generating Marketing
Originally published in Massachusetts Association of Trial Attorney’s Monthly Paper then republished in the Ohio Association for Justice’s Monthly Newsletter
1. Know Your Business
No two firms are the same. The key is to capitalize on points of differentiation. Firms need to evaluate their unique strengths and weaknesses and to define opportunities for growth before crafting a detailed marketing plan.
2. Identify Target Markets
Who is your perfect client? It is important to define the most profitable market segment for your firm and understand those consumers’ buying habits and communication opportunities.
3. Evaluate Your Competition
Who else is fighting for your same consumer dollars? What are they doing more efficiently than you are? What share of the market can you gain? Answering these questions allows firms to establish a point of differentiation in the market and then use those differences to their advantage.
4. Establish Your Brand
The next step is to use this information to craft a clear, compelling marketing message that speaks specifically to your perfect client. From the creation of the idea to the completion of the campaign, you must ensure that a cohesive, distinct message is carried throughout all marketing material. Maintaining a clear position across all mediums is one of the largest factors for branding success.
5. Deliver Your Message Effectively
There are hundreds of ways to deliver a marketing message to the end consumer and there is no one-size-fits-all approach. For example, firms working with disability or social security legislation will have a different audience with different habits than those of a personal injury firm. This approach identifies clients’ niches and then matches delivery through the channels where those niches interact. As digital influence increases, it is critical to have a target, localized campaign that captures specific market segments.
6. Measure Your Effectiveness
Measuring the increase in lead volume or revenue is essential in any business. However, it is also critical that firms are able to track the source of leads, the interactions that individual had with the firm, the financial results delivered, and associated cost per lead. Some marketing companies offer a client dashboard that uniquely codes leads based on their source, then reconciles that data with sales results. This allows clients to determine which channels are the best return on investment.
7. Adapt Your Marketing Plan
The final key to an effective marketing strategy is maintaining flexibility. With measurable results, you are able to determine specific ROIs per digital or traditional mediums. These results allow you to re-allocate budgets and resources towards the most effective means of reaching our consumers. Additionally, these statistics allow you to notice when market conditions change or when growth starts to plateau and to react accordingly.