by: Travis Greenlee | Master Business
Development ConsultantAlright, you're probably thinking... what in the
heck is high-tech high-touch marketing?
Well, It's actually a phrase I coined many years
ago when forming my Virtual Practice Builder
Programs.
In it's simplest terms, high-tech high-touch
marketing is a strategy and process that utilizes
the most recent advancements in technology to simplify and automate your marketing efforts, build
rock solid, long term relationships, and as a
result allow you to earn more, work less, and
have an absolute BLAST in the process!
Sounds pretty exciting right? Well, as you are
about to learn it is!
Now before I go into the strategies around high-
tech high-touch marketing, let's first get clear
about the challenges we all face.
The Problem:
As you know, the legal industry is evolving more
rapidly than ever before. Competition, technology
and consumerism are taking huge bites out of our
business possibilities.
Not to mention the challenges of not being able
to reach our desired prospects. Spam filters, mass
deletions, increased bounce backs and worse yet,
people changing their email addresses. In fact,
statistics show that 30% of internet users change
their email addresses each year. Meaning that, if
your list isn't growing by at least 30%, if not more
per year, you are actually going backwards.
Another interesting statistic is that we are now
being bombarded by over 5,000 messages a day from
all media sources. The internet, radio, TV,
print media is taking it's toll on our awareness and
ability to focus on what's really important. Is it
any wonder why we are all waking around so dizzy in
the head? I've beginning to think we are ALL
suffering from one form of ADD or another, lol!
We're working harder, feeling more stressed, and
not yet seeing the results we want. We are afraid
the old answers to building and sustaining our
businesses just don't seem to be working any
more.
Whether we like it or not, it's
time to take
action and re-engineer our marketing efforts and our
businesses - or risk our futures.
With this in mind, let's talk about the
Secrets and Strategies to creating a Highly
Automated, Very Successful law practice that can
give you the freedom and control you desire.
What's the key to your success? It's the level of
your commitment!
Just check out these stats...
- 48% of marketers give up after the
first contact
- 25%
give up after the second contact
- 12% give up after the third contact
- 5%
give up after the fourth contact
Meaning that
9 out of 10 people are never
followed up with more 4 times.
Statistics show that it takes an
average of 7
contacts to make a sale.
So, what's the Solution?
It's vitally important to
connect frequently,
consistently, and automatically with your target
market. It's essential that you leverage the
power of technology to simplify this entire
process.
Strategy number #1: Automate your
business, build a million dollar contact list.
As we all know, the key to your marketing
success
rests in the quality, responsiveness, and size of
your mailing list.
1) Your list needs to be
highly targeted,
provide quality content that addresses the
challenges your target market faces and
provides realistic solutions to make their
lives and businesses more enjoyable.
2) You need to include a
strong opt in form
on your homepage. Using f'r'e'e' give aways, or
offering special reports, ebooks, assessments, mini
course to attract new visitors.
Get creative. Offering a f'r'e'e newsletter
simply doesn't work anymore. The internet is
saturated with these offers, as a result, they've
lost their effectiveness. Think about when you
became a new subscriber on someone's list,what was
it that attracted you? Make your offer clear and
compelling.
Now that you've created the system to build your
list, the next step is to drive TONS of highly
targeted traffic to your website.
I've broken it down for you...
3 Simple Strategies to
Generate More Traffic to Your Website:
1) Build it yourself: Write and publish
highly targeted articles. Don't forget your
marketing syntax:
a) Clearly identify your target market
b) What is their
most painful problem
c)
Provide your solution
to their problem and
d) Your call to action... ex. Give away a
f.ree report on your website.
2) Borrow it:
Create a
Strategic
Alliance with a partner who currently supports
your target market, yet isn't your direct
competitor. This is a true win/win relationship. As
you share their services with your contacts, they
will in turn, share your services with the people
they know, like, and trust.
3) Buy it: Googe Adwords. Pay Per Click
marketing is a miracle of the modern world. In fact,
I believe history will show it to be the most
important development in advertising this decade.
Never before has it been possible to spend 5 bucks,
open an account and have brand new, precisely
targeted customers coming to your website within
minutes.
As you are beginning to understand,
building a
successful law practice online is not difficult.
It does take proper training, however the results
are most certainly worth the effort.
Travis Greenlee is a business design and
development coach and consultant who specializes in
teaching attorneys at small law firms to earn a more
profitable living doing what they love. He is an
expert in high-tech/hi-touch marketing systems and
is nationally recognized for supporting
attorneys in building full time practices.
