Does the Rule of 7 Apply to Law Firm Marketing?
If you’re not consistent, you’re non-existent
If the marketing for your law firm is not producing the ROI or results you want, you may have a problem with being consistent.
Consistent marketing isn’t just slick sales lingo from a marketer or advertising rep. trying to get more business from you. In order for people to know, like and trust you, they have to hear from you regularly.
If you’ve never heard of the “Rule of 7”, it’s an old marketing adage that says a prospect needs to see or hear your marketing at least 7 times before they’ll take action and buy something.
If you think about this in light of your own buying habits, you’ll probably find it to be true. How often do pick up the phone and call a high-end service provider based on a one-off advertisement coming from someone you don’t know?
But when you start to hear from someone regularly…and then maybe a friend or a independent 3rd party (like the local news media) drops this service provider’s name too, your relationship with the company can quickly move from ice-cold to warm and receptive.
Now consistent marketing doesn’t mean you have to buy expensive ads in local magazines or the yellow pages every single month, either. That may work for your particular business, but here’s a few other places where you can increase your marketing results by committing to consistency:
• Email newsletter- Pick a frequency that you are comfortable with and start sending your email newsletter regularly. If you decide to send it bi-weekly on a Friday, make sure it goes out bi-weekly on a Friday! Be a consistent presence in your prospect’s inbox.
• Social Media- Building a presence on social media requires consistency! With so much happening on sites like Twitter and Facebook, you can’t expect to post an update once a month and get noticed! At the very least, commit to posting and interacting on your channels at least once or twice a day.
• Blogging- Great SEO results depends on posting regular content. You don’t have to post daily–but shoot post on your blog at least once or twice a week.
• Follow-up- There MUST be consistency in your follow-up! Every client and every prospect needs to be hearing from you the exact same way, every single time. If you’re not sure how to put a consistent follow-up strategy in place, or you’d like do train your staff how to follow-up more effectively with the prospective clients of your firm, grab our free audio training on follow-up in the law firm here.
These are just a handful of places where implementing consistent marketing can maximize your efforts. Take the next 60 days, try our advice and track your results. We guarantee you’ll see a much greater return for your marketing dollars!
Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.