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Marketing Tech: How to Attract New Business
Are your lawyers marketing more and receiving less in return? Complaints that CMOs often hear from attorneys include:
- I feel awkward at networking events and don't know what to do.
- I don't want to be like a pushy used-car salesman.
- I hate giving talks, and when I did give one, it produced nothing.
- My bio isn't producing any leads or phone calls.
- Half the money we spend on Google advertising is wasted; the trouble is, we don't know which half.
The solution is two-fold: First, they need to improve their in-person marketing to attract quality contacts at social functions, follow a simple business development plan to get out of their office, and prompt people to ask for their business card. Second, lawyers must improve their online marketing by blogging to generate new business, developing a digital content plan, and leveraging their in-real-life marketing online.
Quality Contacts
Attorneys have struggled with networking events even before there was an Internet. The solutions were revealed in 1936 by Dale Carnegie in “How to Make Friends and Influence People.” I recommend that CMOs have several copies of the book on hand, and give the books to frustrated attorneys.
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