We all know that it's smart to market during a recession and that firms that do market are better positioned when the economy turns around. If we all know this, why aren't firms flexing their marketing muscle now? Here are tips on how firms can position themselves for growth in the post-recession economy that bear repeating. They're not earth-shattering. But they are marketing basics that you can't afford to ignore.
- Incorporate social media into your business development efforts. Your clients, prospects and their suppliers are using it; you should strategically use it too. Leverage tools including LinkedIn, Facebook and Twitter to connect with prospective clients and other professionals to build your network and demonstrate your expertise.
- Be a brand ambassador. Remember, you are the face of your company's brand. Use your interactions to communicate your firm's brand promise and support that continuously in your efforts.
- Network. Relationships matter. Social media is a great way to start a conversation with a client or prospect - but don't let it stop there. Offer to meet new and old colleagues at an upcoming industry or bar association meeting, civic event, non-profit activity or social mixer - or host your own hospitality function at your firm.
- Seize the podium. Apply to be a speaker at upcoming events. If you aren't accepted, attend anyway to get a better handle on what topics are creating buzz.
- Learn from other professionals. Invest in consultants to sharpen your brand. An outside perspective can help you assess the effectiveness of your business development efforts and offer insight into what strategies would work best for your personality type.
- Be active in your home and business communities. Dust off those memberships in the local chamber of commerce and non-profit organization. Get involved in industry related activities and slowly increase your profile.
Comments
Russell,
I completely agree! Attorneys don't need to be a super-networker to build a book of business. It's our job as marketers to help attorneys figure out what method works best for their personality and encourage and cultivate those skills.
Leigh -
I agree with the principles you espouse, but I think we can do a much better job as marketing professionals helping our sales force (in my case, lawyers) parse the available channels and decide when their time ought to be applied for its best effect. This often boils down to the comfort level each has with their personal visibility and where their clients and prospects congregate. Face to face is much more effective than space to space, obviously. But relationships can be maintained by a wide array of tactics of varying intimacy, and often our representatives don't have a clue about where to start on your list.
Post new comment