Nilofer Merchant, CEO & Founder, Rubicon Consulting
Bobby Robertson, CEO, HealthCareFirst
A diagnostic Marketing & Business Development Audit is a great way to get started.
If you wonder whether your marketing is a top performer, it probably isn’t. Cookie-cutter audits focus on measuring and improving individual tactics, but don’t help you think strategically about higher-level objectives like getting more of your Best Clients.
The primary goal of The Marketing Audit is assessing your firm’s clarity, cohesion, and credibility in the market. You want someone who can assess what is working, what is not working, and identify the greatest opportunities for improvement given overall company objectives and capabilities.
A Marketing & Business Development Audit can be a stepping stone towards a comprehensive Strategic Marketing Plan.
Your brand is how the market views your firm. You can’t control that. That’s heresy to many marketers, but it’s the truth. What you do control is your positioning. Great positioning is easy to understand, easy to remember, and easy to share.
Great marketing communicates how you help your Best Clients improve THEIR business. Do that and you become the easy choice in a competitive market. The truth is, potential clients don’t care how you’re different. They only care how you’re a better choice for their situation, needs, and resources.
Thinking strategically isn’t just for big firms. Sales, marketing and business development at professional firms are undergoing profound changes that risk leaving many historically successful firms behind. A Strategic Marketing Plan addresses gaps, weaknesses, capabilities and resources so you can focus on specific initiatives that really work for you and your firm.
Chances are, there’s a lot that’s working well. A willingness to change is critical, but why change what’s working well—and will continue to work well for you. A Strategic Marketing Plan gives you the confidence you are focused on the right priorities. Only then can you let go of the other stuff. The entire process is built around in-depth interviews with your Best Clients to unlock the secret sauce that causes them to see you as a better choice than other options.
Law firms are more complicated than other firms, but law firm marketing doesn’t need to be. Being a good lawyer requires logical thinking. Making it rain for your firm requires something very different: recognizing that logic plays a surprisingly limited role in the client buying decision.
In-depth interviews of law firm clients reveal that clients value their lawyers more than the lawyers realize—AND in unexpected ways. When your value is easy to understand, easy to remember, and easy to share, you have one story for clients, strategic partners, and internal staff. It’s easier to attract more of your Best Clients and expand the ranks of those making rain.