What if you could just stop marketing? Quit running after the next client or working to make certain your current clients stay with you. Just stick to working your current book and pick up the occasional referral?
You really can’t. Not and maintain a viable firm. But while you can’t stop marketing, there are things you can do to automate the process so that regardless of whether you are in the mood to chase the next client, your message is getting out.
The most effective marketing tool you have is a referral from an existing client or an opinion leader in your community.
Getting referrals starts with delivering the value your clients expect and verifying that they recognize the value that they have received. At that point, you are perceived as a credible, valued resource. A referral then becomes a logical and comfortable next step in the relationship. Another benefit of a referral is that is gives the individual a reason to be more loyal to you and your firm. By making a public statement in support of your services, they reaffirm the benefits they have received from the relationship.
You know what’s on your web site, but do you know what else is said about you on the internet?
When individuals search for your company name linked with your city, one of the first results will probably be an online directory, often with a map to your location and sometimes a brief description. Depending on the source of that information, there may be another link to Directions and More. Part of your marketing goal should be to control what is included in the online directories. You need to know whether or not you are included in the directories - particularly the most popular sites, what information is available on your firm and what others have said about your firm.