Drip-drip marketing rarely delivers a flood of leads
We've just held a seminar looking at how to make professional businesses' sales pipelines work better.
Before it, our participants assisted with some research. It showed that many of them were already doing a lot of marketing, such as events and some sort of regular technical update or newsletters. They were for the most part pretty organised too.
Their regular drip-drip marketing wasn't working well. Why not?They were all competent and well-regarded firms, doing the sort of marketing that is core activity for many law firms... but it was barely bringing in any fresh leads or new clients.
Part of the problem was often no follow up. Ultimately, no matter how wonderful your events and newsletters are, someone needs to get on the phone and arrange a meeting to cultivate the prospect properly (or even to up-sell to existing clients).
But a really big part of the problem is that this sort of regular drip-drip newsletter marketing doesn't deliver lots of leads, no matter how well it is done.
For individual practitioners with a great network and interesting insights, a monthly drip-drip to their contact base can work well.
But for bigger practices looking to grow, it is unlikely to be sufficient except in those markets where demand is out-stripping supply (and there are not too many of these sadly).
Why doesn't a monthly drip deliver (much) by itself?
It's because regular technical updates give you zero differentiation, and on top of this they rarely address the business needs of the prospect. They certainly have their place in the marketing mix, and will bring in the odd lead, but not enough to boost your growth noticeably.
What was the missing ingredient?
The missing ingredient, our research indicated, was the absence of sort of interesting ideas and intellectual property that would grab the prospect's attention and also allow partners to focus their discussions.
Standing out requires content with interesting ideas, such as white papers, research, case studies, round tables and commentary on industry trends - in other words, the sort of material typically called 'thought leadership'.
Having great thought leadership is something the large and successful law firms have cracked, and so have many other firms too.
Often, our clients base such campaigns around research. But there are lots of other ways too: for instance, hosting a round table with clients and prospects, and writing up the results into a report, can produce fantastic insights if done properly.
How does your firm compare?
By the way, we have some case studies on the Kelso Consulting website of law firms and other businesses that have achieved strong results by creating specific campaigns based around insights that have grabbed the interest of their clients. Click here to see our case studies.
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