What a year 2020 was. How’s your 2021 so far? What strategies are you excited about?
The first quarter of the year is always critical when it comes to creating your business strategy and setting your mindset. It sets the tone for the entire year. So for this blog, I’ll do a recap of where our energies and focus should go. Once you have taken care of these, everything else—more clients, happier clients, happier team, more revenue—will follow.
Focus on marketing: get on social media
I won’t stop saying that. You have to be marketing. Online marketing is exploding. Everyone’s online. Your audience is on their phones or laptops waiting for you.
If you want your law firm to grow or you want to help more people, don’t just wait for referrals and hope for the best. 2020 was an observational and transitional period for most of us. This year, you need to take action. If you aren’t already, market your law firm NOW.
But don’t think that you have to go out of your way to enroll in online marketing courses and allocate a massive part of your budget to marketing. This is a misconception that many people have when they are advised to market their brand.
You don’t have to be great at it IMMEDIATELY, and you don’t have to start with paid advertising. What you do have to do is to be active on social media. That is the first step that you have to take this year.
I want you to start posting, commenting, and sharing content frequently on all your social media accounts after you read this blog. If you don’t have time for that, then hire someone to do it! But really, one or two hours every day is enough and you can accomplish so much!
- First hour: you can plan and record several 1 minute videos
- Second hour: you can look at people’s posts, see what your industry is buzzing about, leave comments in some places, reply to people etc.
Being active on social media is very important if you want to be successful at marketing. Firstly, it’s very advantageous because it’s basically free and you can do it yourself. Of course, you can outsource it to experts if you have the budget.
But if you have more time than budget, it’s better for you to do it yourself because then, you’ll learn how to do it and you’ll gradually get better at it. You’ll also develop your own voice through time.
Once you’ve spent some time working on your own marketing when the time comes that you do hire somebody to handle your social media pages, you already know what to expect and you have an established voice that the people you hire can use as reference.
Also, what most people don’t tell you is that if you aren’t active on social media before you start paid marketing, it will take a very long time for you to see significant results. Your online activity is the greatest foundation for your marketing strategy.
And lastly, if you are having trouble coming up with something to post on your social media pages, I highly encourage you to start with the stories around your law firm.
Tell a story that displays your passion to help. Tell the story of the success of your team. Tell the story of your day-to-day business, all you do and who you help. Your story is what will make your brand stand out.
Because your competitors can virtually copy anything from your brand: your logo, your name, your color scheme, or anything else, it’s important that you put out content that is unique to you. Your stories are something no one can take.
Marketing research suggests that the most successful form of marketing is story-driven because people find it relatable. So tell your story! Or simply show them what kind of person you are.
Online experience is king: how’s your customer service?
If you ask the majority of people right now, “What do you miss the most?” you’ll get answers like, “I miss hanging out with my friends and family,” “I miss going to movies or concerts or traveling” or similar answers. And these answers are all about experiences.
And now, because people are almost always online, they have become meticulous about good experiences.
This means you have to provide them with excellent customer service.
I don’t mean hanging out with them, or providing a concert for them. What I mean is to give them a great online experience, in ALL your online contact points.
The first step to providing a great online experience is to have a presentable, professional, and responsive website or social media page. Get a chatbot. If people ask you questions, you should always answer in real time or as soon as possible!
That’s also connected to the next step: providing good interactions, online and offline. Your comments and chatbot questions should be answered. And of course, your emails and phones! Don’t neglect your phones! I speak about it in my blog about letting your receptionist BE a receptionist!
The last and most important thing to providing a great online experience is through good content. Most people give value if they feel that they’ve received value. And the most value you can provide to your audience is through excellent content.
That’s why video content is exploding. POST VIDEOS. You accomplish so much with a video: you show them who you are, you show them your expertise, and you give your audience real value through the advice or information you provide.
Whether it is informative or entertaining or timely, depending on your brand’s voice, people will have a great experience if they have come across your great content. They’ll remember you and recommend you to people who need you.
Investing in people (including yourself) is your way to success
And the investments aren’t just about providing a great experience for your clients. It’s also about the people around you—your team.
2020 has provided us with a clear vision (pun intended) of what matters most: people.
It doesn’t matter how sophisticated our technology is or how powerful our tools are. In the end, they are used BY people.
So it’s very important that we invest in the well-being of our team. And it isn’t just about money like giving them raises or providing bonuses.
Investing time and understanding for each of your team member’s unique situations is going to be helpful for them in these trying times. Different people react differently to extreme situations and it’s going to be beneficial for you to check on them and be understanding of how they are doing.
And your team includes YOU. You have to understand that even you should take some time off, understand how you’re feeling, and do what you need to de-stress.
If we really want to help people, we need to be our best selves. And providing time and understanding for your people, including yourself, is going to be an important step for success this new year.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about strategies for your law firm, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!