Building client relationships is one of the most important things you can do in the legal services industry.
This is something Carrie Bonnet, marketing director at Rains Lucia Stern, PC, knows well.
“We’re not focused on advertising; we’re focused on building relationships,” Carrie explains.
Since 2010, Rains Lucia Stern, PC has relied on Constant Contact’s suite of online marketing tools to help build those relationships in a number of different ways.
- Using email to stay in touch with contacts
- Hosting events to connect with clients
- Collecting feedback with online surveys
- Tracking their results with helpful reports
You can do it too! Here are four ideas to help you get started:
1. Stay in touch with contacts through email
Carrie first learned about Constant Contact while at a marketing Boot Camp in San Francisco. That’s when she realized how sending email could help her stay in touch with clients from the firm’s seven different offices throughout California.
She started building her contact list and organizing contacts by location. “It’s great for me to keep people organized by northern and southern California,” she says. “And it’s easy to upload a lot of contacts fast too.”
After she had her contacts organized, she had two important decisions to make: how often she would be sending out email and what type of information she would include.
Wanting to set a realistic goal for herself and only send to her contacts when she had something useful to share, Carrie decided to send a “Client Alert” newsletter to her entire audience every six weeks.
And to keep the content personal and engaging, she decided to include snippets of articles written by attorneys that link back to the firm’s website.
2. Encourage people to attend company events
Rains Lucia Stern holds events every two months, with one major event a quarter. Their symposiums and seminars are packed with information and are often attended by as many as 200 people.
In order to stay organized, Carrie wanted an easy way to promote events and keep track of registration.
Using Constant Contact, she can create a professional registration page where her contacts can RSVP. She can send an invitation out to her mailing list and keep track of how many people will be at the event.
“I particularly like how I can see who didn’t open the invitation the first time I send it. That way I can make some tweaks and re-send it to them,” Carrie says.
Connecting email and event allows Carrie to stay organized and combine the power of online and in-person education for her clients..
3. Ask for feedback through surveys
Once you start connecting with your customers or clients through regular communications and events, it’s also a great idea to check in with your audience to make sure you’re covering things they’re interested in.
Carrie sends out follow-up surveys after events to hear what kinds of topics clients would find useful for the next event, “It’s great for me to be able to go to partners after an event and share what our survey data says. It helps us plan what we’re going to do for the next symposium.”
By sending surveys, Carrie gives clients the chance to make their opinion heard and ensures upcoming events will be valuable to attendees.
4. Pay attention to reports
Sometimes it can be difficult to determine if your marketing endeavors are worth all the effort. After all the planning and promoting how can you tell if you were successful?
That’s why one of Carrie’s favorite parts of marketing is looking at reports. After every email, she pays attention to what’s getting clicked on the most. She also looks at what types of subject lines work best and which event topics draw the biggest crowds.
If there’s one lesson Carrie has learned, it’s that her marketing is most effective when all her efforts are connected.
“It’s great to have emails that are connected to events, which are connected to a survey, and then to look at the results. It eliminates the unknown and gives me more clarity and transparency in my approach…which also makes things a lot more exciting and motivating to keep doing it!”
Start building client relationships today!
Relationships are at the center of any successful small business. Whether you’re trying to market your services or sell more products, your success will depend on the type of relationships you’re able to build.
If you want to build relationships that last, you’ll need the right tools to do it!
Learn more about how Constant Contact can help you create and build customer relationships.
Already a Constant Contact customer? Put Carrie’s tips to work. Log in now to get started!