Adam Caplan continues his series on how to a grow a law firm
In part two we looked at defining your unique selling point and setting goals (see NLJ, 18 May 2012, p 683). With that completed, we can start choosing how you will contact your client base with your marketing message and call to action.
In this article we will consider how to contact your clients. We will look at post, advertising, e-mail, website and search engine optimisation. I’ll be giving you my opinions as well as some contacts of companies whose services I use. By the end you’ll have a much better idea of how to start your campaign.
Traditional methods
Let us first consider the traditional methods of contacting existing clients.
You could write your existing clients a letter, outling your offer and possibly including an additional printed flyer. The benefits of writing a letter to your client is that it will almost certainly be opened and read, however, not necessarily by the intended recipient. The downside is the cost of such an endeavor.
For example if you
