In the courtroom every moment counts. In Marketing, everything you do is just as important. Legal Practices face new competitive challenges every day, trying to attract new clients with “standard” Law Firm Marketing tactics like:
- Website Optimization
- Content Marketing
- Social Media Marketing
- PPC Advertising
- Networking and Referral Programs, and
- Public Relations
All of these marketing tools have the same goal: to attract the attention of potential clients. Standing out from other firms in Connecticut is important, but it’s just the first (often expensive) step in winning new clients. There’s a second step that’s often overlooked, and more cost effective: Marketing Messages on hold.
Messages on hold, like carefully prepared legal arguments, can be a strategic asset for law firms, enhancing both your marketing endeavors and client relationships.
Law Firm Marketing Tool
Potential clients weigh multiple factors when choosing a Law Firm: Your specialization and experience, your communication and accessibility, transparency and integrity, and your success and track record. But how do you educate clients when every moment counts?
One often overlooked yet potential tool is Messages on hold. While often viewed as a necessary way to “sound more professional,” they can also offer a unique opportunity to deliver your message to potential clients and those who have worked with you for years.
Attracting new clients
Statistics show that most business calls to your office are asked to “please hold.” Callers expect this: you’re busy, and they’ve called to speak with the right person who can help them. The time your callers spend on hold can be wasted listening to music, or productive when hearing about your practice, your approach to the law, and the service you provide to your clients. Using this opportunity to enhance your firm’s reputation in Connecicut and build on your strengths has helped win new clients. By showcasing your firm’s capabilities and values while callers wait, you can effectively build interest and differentiate yourself from competitors.
Helping existing clients in new ways
Building stronger relationships with existing clients is just as important. Long time clients often don’t know the extent of your expertise, and all of the fields in which you can help them. When a client calls, they’re focused on your help, and they’re open to hearing about all of the ways you can solve their problems. This is the perfect time to educate them about lesser-known parts of your practice, or new additions to your firm. Your clients benefit when a trusted advisor can help them in new ways, and not have to “shop around” for other representation.
Overlooked marketing tool
On hold marketing makes every contact with both new and existing clients more valuable, and more productive. By using this often overlooked medium creatively and strategically, your firm can effectively reward the attention of prospective clients, provide information on value-added services, and enhance your position as a trusted advisor. Integrating marketing on hold into your overall marketing plan is not just a practical choice, but a strategic imperative in today’s competitive legal landscape.
Examples
Interested in examples of how successful legal practices use this specialized marketing tool? Click here to set up a 15-minute consultation, or, in Connecticut, call us at (203) 655-3920. Nationwide call (800) 862-8896.
