One of the most important aspects of marketing any business or professional practice is follow-up. For many, it’s also one of the most challenging.
Because they must, most attorneys have a process for communicating with existing clients. This process is driven by the demands of the case or legal matter. Copies are mailed, calls are made to discuss strategy, progress reports are sent on a pre-determined schedule. Once the case is settled or the matter is completed, however, follow-up is often done haphazardly and too often, not at all.
And then there’s everyone else.
- Prospective clients
- Former clients
- Referral sources/professional contacts/”friends of the firm”
- Prospective referral sources
- Bloggers/editors/publishers
- Meeting planners
- Etc.
Each category has a different purpose. Following-up with former clients, for example, can lead to repeat business, updates, referrals, traffic to your website or sign-ups for your event. Following-up with bloggers can lead to guest posts, interviews, and links to your web content. Following-up with prospective clients can lead to new cases or engagements but can also lead to referrals.
Within each category are individuals who are further along in their relationship with you and thus more likely to respond to your contact. There are also individuals who have more potential than others, e.g., a prospective referral source who is well known in your target market, a prospective client who could bring you a lot of business, etc.
I’m sure you appreciate the value of following-up with these people. You know that former clients are your best source of new business (repeat, referrals). You know that staying in touch with prospective clients is good for business.
But how do you manage everything?
You start by creating lists. There are many software solutions for doing that. Pick one. Import your existing database or create new lists manually. It is time well spent.
Add a code or tag or field to each contact in your database so you can sort your lists by type and date range and other criteria. For example, you should be able to do a sort and find a list of former clients with whom you haven’t spoken OR emailed in more than 90 days.
Now what?
You’re almost there. The hard part is done. Now, you just need a plan for staying in touch with everyone. There are three parts to the plan:
- Schedule. How often will you contact them?
- Media. Will you use email, phone, regular mail, or social media?
- Content. For example will you send them personal emails, a general newsletter, or both?
You’ll probably find it easier to start with one category. Create a plan for following-up with former clients, for example. Once that’s done, you can consider other categories.
Once you have things set up, flag key individuals for customized follow-ups. You’ll want to call certain people more often, for example, or call some people but only send email to others.
This may seem a daunting task but if you take it step by step, you can do it. Once you have, you’ll be glad you did.
Marketing is easy, when you know The Formula
