Before you go off into the yonder, guns blazing, trying to SEO and PPC your way to the top, you need to first assess your situation to come up with the most effective use of your time in creating an effective Internet marketing campaign. Since there are many opportunities, the key is in finding out how to use your time and money effectively.
The first step to getting clarity can be found in setting goals. Think of who you’re trying to reach and what you have to say to them. The survey below should help you clarify who your target client is and can help you figure out how to reach them.
Internet Marketing Goals Survey
Who is your ideal client?
What type of client don’t you want?
List three typical questions your ideal client asks you during a consultation or intake:
Can you create informative content geared towards answering these questions?
List three typical objections / road blocks you face when dealing with a prospective client:
How would you address each objection / road block to engage the prospective client?
Is your practice looking for a large volume of clients or more long-term relationships? How do you typically get new clients today?
c. Other advertising
The purpose of this exercise is to evaluate a) who your ideal client is; and b) the best way to reach out to them. Your Internet marketing content can be tailored specifically to the type of client you’re trying to reach, so casting a wide net to try to gobble up every fish is likely to be an ineffective use of your time. Stop writing content for yourself and other attorneys. A prospective client doesn’t want to read about your opinion on the latest court cases or statutes. They want to read something relevant to their needs. By identifying who your client is, you’ll be able to tailor your messaging to be as effective as possible.
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