If you cannot convert prospects into clients, marketing is useless! While getting potential customers to contact you is a huge part of the battle, the work does not end there. Here are some things to remember when you are interacting with prospective customers:

1.       Develop strong phone and email processes and plan ahead

It may sound simple, but answering your phone really is the most important thing you can do to turn prospects into clients. Often times people searching will call several firms or businesses that they find, and the one they are able to speak with first will get their business. If possible, it is helpful to have calls forwarded to your mobile phone. That way, even if you cannot have a lengthy discussion when the call comes in, you can talk directly to your potential client and schedule an appointment at a later time.

2.       Prepare well for appointments and focus on using strong client service techniques

When speaking with a potential client about their situation/why they require your services, demonstrate both attentiveness and confidence right from the beginning. Be sure to ask questions that not only help you in your own understanding, but that show the potential client that you care and want to help them. Also, don’t forget that confidence can go a long way. Act confident in your ability to help a potential client, and they will feel confident that they should hire you.

3.       Use tools like My RealPractice to track prospects and send ongoing communications

Web-based tools can provide personalized and automated responses to prospects via email and can also remind you to contact prospects at various intervals (after one day, one week, etc.).  These tools can often also send “drip email campaigns” to prospects with helpful information related to their specific cases.

RealPractice and our My RealPractice online application can help firms and businesses of any size to “advertise wisely and close more business” in 2012. For more than 12 years, we have been trusted by thousands of firms and our technology and programs have been designed and built by teams from companies like Apple, Yahoo! and AOL. Our teams have also managed thousands of online marketing campaigns and website projects and we are not afraid to be measured to make sure we are delivering value. We have low cost and easy ways to get started without long-term commitments. We’ll even be happy to give you a FREE consultation to review your 2012 goals and suggest a custom plan to achieve them!  Just email us at learnmore@realpractice.com.

Firms and businesses should never underestimate the potential of relationships and referrals as a source of generating new clients and customers. Though a more “basic” marketing strategy than others we have discussed so far, networking with fellow professionals and forming strategic connections can truly go a long way and result in new business. For many professionals, such as lawyers, there are many opportunities for referrals due to the often specialized nature of practices. For example, an attorney may hold a consultation with a potential client, only to realize that the client’s issue is not within their realm of practice, or perhaps will also require another attorney to take on a separate aspect. That attorney often will recommend another attorney they are acquainted with whose practice area would benefit the client. This happens in many industries, and demonstrates why devoting time to cultivating referral sources is so important. Here are some key activities that will help you grow and cultivate referral sources:

1.       Participate in online communities, such as LinkedIn (and LinkedIn groups)

LinkedIn is an efficient and effective way to follow up with contacts that you may have previously met, and also locate new connections based on industry/company/profession. LinkedIn groups are especially helpful as they bring together professionals based on common business goals or interests. LinkedIn is growing rapidly, and there is a LinkedIn group for just about anything you can think of!

2.       Join professional services groups

It may prove beneficial for you to join professional services groups in your area (think bar associations, medical professionals associations, etc). These groups usually organize events that allow in-person networking and ultimately referral-building.

3.       Develop email, phone and in-person meeting routines

Though developing professional relationships and referral sources is technically free, it does require time (which for many businesses directly = money). That’s why it is important to establish a plan and routine when it comes to these activities. For example, you may decide to set aside 30 minutes every day to email and/or call potential referral sources that you recently met, or take that time to participate in discussions on LinkedIn groups. Regarding in-person meetings, you can make goals such as to have lunch or coffee with a business connection/referral source every week or every two weeks.

4.       Thank every source of prospects, even if they do not turn into clients

Besides just demonstrating good manners, thanking your referral sources is a way to reinforce your relationship and make them think of you again when making a referral. In this case, a little effort can go a long way.

RealPractice and our My RealPractice online application can help firms and businesses of any size to “advertise wisely and close more business” in 2012. For more than 12 years, we have been trusted by thousands of firms and our technology and programs have been designed and built by teams from companies like Apple, Yahoo! and AOL. Our teams have also managed thousands of online marketing campaigns and website projects and we are not afraid to be measured to make sure we are delivering value. We have low cost and easy ways to get started without long-term commitments. We’ll even be happy to give you a FREE consultation to review your 2012 goals and suggest a custom plan to achieve them!  Just email us at learnmore@realpractice.com.

There are so many options when it comes to advertising and marketing that it can be difficult for firms and businesses to know where to start, and more importantly, what will be the most effective in generating phone calls and inquiries from potential customers.  After working with thousands of firms and businesses to develop successful marketing plans, we have found that the marketing with the highest return is online marketing. Here are some tactics we recommend:

1.       Invest in online advertising

Before investing in any other paid advertising, we recommend that you invest in online advertising. Beyond the fact that the majority of consumers now search for services and companies online, online advertising is also the easiest to get started and allows for an easily adjustable budget. That means you can quickly increase spend if your advertising is proving successful or reduce spend if needed. Furthermore, with online advertising you have the ability to test your messaging and other aspects, whereas testing can be difficult if not impossible with other types of advertising (think print, radio, etc.).

 2.       Use online ads to reach consumer and commercial clients

With ads on Google, Bing, and even Facebook you can set certain criteria so that your ideal consumer finds you.  By being able to specify who sees your ad, you greatly increase the likelihood of getting new customers. For example, with Google paid advertising you can “bid” on keywords and search phrases such as “Bankruptcy Attorney Orange County” so that people who search for that or similar phrases will see your ad and contact you. If you want to reach commercial clients, LinkedIn ads can be highly effective, and Google/Bing can work in this area as well. With LinkedIn, you can also set criteria for who sees your ad, and you are able to filter by industry, job title, company size, and more.

 3.       Test sponsored directory listings

Sponsored directory listings on sites such as Avvo, Lawyers.com, and others can be an effective way to be found by potential customers online. These paid listings usually guarantee you a prime location on the site or some other call-out. Also, directory listings sites often have good SEO (Search Engine Optimization) and rank high in search engine results, which may also help you to be found by potential customers.

RealPractice and our My RealPractice online application can help firms and businesses of any size to “advertise wisely and close more business” in 2012. For more than 12 years, we have been trusted by thousands of firms and our technology and programs have been designed and built by teams from companies like Apple, Yahoo! and AOL. Our teams have also managed thousands of online marketing campaigns and website projects and we are not afraid to be measured to make sure we are delivering value. We have low cost and easy ways to get started without long-term commitments. We’ll even be happy to give you a FREE consultation to review your 2012 goals and suggest a custom plan to achieve them!  Just email us at learnmore@realpractice.com.

As more and more people are using the Internet to find and research businesses and their services, an effective online presence is essential to connecting with new customers. Here are some different ways to go about improving yours:

1.       Get a new website or improve your existing one

A website acts as a sort of “home base” for all new client acquisitions. When potential customers learn about you through an advertisement, social media, or other marketing source, often times they will still search for your firm or business online in order to visit your website and learn more about you. It’s important to make a positive impression on potential customers with your website, and contrary to popular belief, it does not have to be overly expensive. For the vast majority of smaller firms and businesses, paying anything more than about $2,000 for a website is probably too much. Though you may be led to believe that the more expensive the site is, the better it is, that is not the case. A simple, clean site often does a better job of getting your phone to ring than an expensive, flashy or content-heavy one. To get an idea of what kind of website may work best for you, feel free to contact us.

2.       Get on key web directories or improve existing ones

Google Places, Yahoo! Maps, and other “local listings” can be extremely beneficial in getting found by customers who are searching online. You may notice that a significant portion of top Google search results is now comprised of such “Places” listings, so having profiles on these sites could potentially put you at the top of all search results. There are other sites and directories such as Avvo  that can be helpful for lawyers and other professionals in getting found online. A basic Avvo profile is free to set up, and there are additional advertising opportunities as well. Feel free to contact us with any questions regarding how to get started with these or similar sites.

3.       Get live on social networks and spend time setting up content and routines

Being active on social media sites such as LinkedIn, Twitter, and Facebook is another important aspect of establishing a strong online presence. Start by connecting with (or “following,” etc.) the right people, whether those are potential customers or fellow professionals who may serve as referral sources. Then begin sharing useful content. Even spending as little as 5-10 minutes per day connecting, posting or “re-tweeting” key news items or helpful articles can go a long way. Don’t be afraid to utilize the “direct message” features on social media sites when you encounter someone who may be a good business contact for you or who may be seeking your services. There is further opportunity in paid advertising through these sites, as well, such as LinkedIn and Facebook. Let us know if you’d like to learn more.

RealPractice and our My RealPractice online application can help firms and businesses of any size to “advertise wisely and close more business” in 2012. For more than 12 years, we have been trusted by thousands of firms and our technology and programs have been designed and built by teams from companies like Apple, Yahoo! and AOL. Our teams have also managed thousands of online marketing campaigns and website projects and we are not afraid to be measured to make sure we are delivering value. We have low cost and easy ways to get started without long-term commitments. We’ll even be happy to give you a FREE consultation to review your 2012 goals and suggest a custom plan to achieve them!  Just email us at learnmore@realpractice.com.