In this week’s edition of Things I Wish I Knew, New York Divorce lawyer Joleena Louis shares how she keeps her pipeline consistently full of new clients.
One of the most important lessons I’ve learned about marketing a law practice is that consistency is key.
When I’m marketing regularly, new clients flow in. But if I let myself get too busy (or lazy) and put marketing on the back burner, then that flow dries up.
I’ve found that if you want to build and maintain a strong brand, marketing needs to be a part of my daily, weekly and monthly tasks. Otherwise, you’ll never create the solid foundation that’s required for marketing success.
I’ve found it easier to stay consistent with marketing by making it a part of my monthly routine. Here are 4 things I do every month to keep new clients coming in.
Plan Your Marketing Objectives for the Month
You won’t go anywhere without a plan. At the end of each month, I set marketing goals for the next month and how I plan to achieve them.
For example, my goal might be to retain 3 new clients worth 15k each. Or maybe I want to meet with four new referral sources. Then I write down exactly how I plan to achieve this.
Schedule Social Media
Social media is a huge component of my marketing strategy and it only works if I post consistently. I don’t have time to create content every day so I plan it all in advance and schedule the posts with a service called Buffer. Again, at the end of each month, I plan my content for the upcoming month. I have my virtual assistant make graphics and schedule in Buffer.
Schedule One on Ones
I’m on track to exceed my 2017 total revenue by the end of June. This is largely due to my commitment to one-on-one networking meetings. I strategically select professionals who share my ideal client, meet them for lunch or coffee to discuss how we can refer to each other, and then follow up regularly. This has resulted in a steady stream of highly qualified referrals who are my ideal client.
Every month I schedule 8 coffees or lunches. 4 referral sources I already have a relationship with and 4 new sources.
The last thing I do every month is review my stats. I look at:
- Did I reach the objectives I set at the beginning of the month?
- How many new clients did I get? Where did they come from?
- What marketing strategy really worked? What didn’t? What do I need to do differently next month?
Consistently doing these 4 things every month has propelled my business forward. A little extra time and planning helps keeps the new clients flowing.