Considered the poor cousin of marketing in the digital age, we believe that outbound marketing still has a role to play for estate planning law firms. Outbound marketing, for clarity, refers to any marketing activity where the company or law firm actively sends out a message, as opposed to inbound, where prospects find a website or chose to engage with a social media platform.
Here’s what we consider productive outbound marketing: eNews, blog digests delivered by email, well-designed direct mail and traditional print or broadcast ads.
Here’s the difference between what most people consider outbound marketing and what we consider outbound marketing: If the information takes an educational and targeted approach, positioning the law firm as an authoritative and credible source of information, that’s outbound marketing worth doing.
If the outbound marketing is purely sales, then it’s not appropriate for estate planning or Elder Law firms. Our entire platform is based around providing our clients with effective strategic marketing tools and the insights into how the business of an estate planning law firm works. Any marketing tool that does not complement this overall approach is simply not worth doing.
Should your firm consider traditional outbound marketing, like a direct mail campaign? It depends.
There are markets where a personalized letter to a targeted group can be effective, but remember that no single “silver bullet” does the entire job of reaching prospects. If the same person who receives a direct mail letter has also visited your website or found you on social media, they are more apt to pick up the phone or fill out a form. They have greater familiarity with your name, or feel that they have a connection (especially if they’ve watched a few lawyer videos on your website).
Asking people to trust you with their estate planning documents requires creating a high degree of comfort and trust. The unspoken question from prospects is this: “Will this firm do the right thing by me, or will they make things more complicated than they need to be?” Building trust often takes more than one set of tools.
No matter how sophisticated your marketing gets, keep in mind that marketing is ultimately about reaching out to potential clients with a message that connects. Whether that is an outbound message, delivered via an eNews, a hard copy letter or a personal connection that occurs when a client is reading an attorney’s biography, the personal message of caring, competence and concern is at the heart of marketing success.