CLIENT SUCCESS STORY
Sunshine Isaacson & Hecht, LLP in Jericho, New York, serves individuals and businesses across a wide range of practice areas, SUNSHINE ISAACSON & HECHT, LLP: FAMILY LAW
Best of all, it took little effort on their part. We created all the content for them. All they had to do was look it over and give their approval.
including family law, personal injury, and oil spills. Earlier this year, the firm reached out to us about our services. When their blog, e-newsletter, and social media service started about a month later, they immediately began receiving calls. An attorney whom they had not spoken to in years contacted them and referred a new case because she saw their newsletter and social media.
With that small effort, Sunshine Isaacson & Hecht, LLP was able to remind everyone on their contact list (over 1,000 people!) who they were and how they could help — and it resulted in business they didn’t expect to receive. Don’t believe the naysayers out there. Newsletters (both print and digital) work. Sunshine Isaacson & Hecht, LLP is just one
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This is what we tell lawyers all the time — you’re losing business that could be yours simply because you’re not keeping in touch with your contacts! Had they not signed up for our services, it’s likely that other attorney would have referred that case to someone else.
example of several clients of ours who have received referrals from their e-newsletter, and it’s all because they are reminding people they’re still out there and helping those in need.
OPTIMIZE YOUR LIST TO TARGET THE RIGHT LEADS THE FIRST TIME!
Your business is nothing without its list. The files upon files of customer data that you have stashed away can give you more insight and direction than most metrics, yet many business leaders know very little about their list — much less how to utilize it. A great list has a few components. It’s usually more than just an Excel spreadsheet with names, addresses, email addresses, preferences, and phone numbers. But if you don’t even have that , then you need to do some serious updating before you go any further! Start by scrubbing your list. Remove any names that are no longer prudent. Then, call the remaining people on the list and verify contact information or ask for additional details. Make this an impossible offer to turn down by providing a reward or something of value to those who opt to share more details with you. As more people offer their information, you have multiple tools to market directly to them. (This will come in handy later.)
Now that you have a brand new, scrubbed, beautiful list, it’s time to break it down . Your list has to be segmented into multiple components to provide a scope of your business’s well-being and to pinpoint target areas. Start with three “buckets”:
your lists rather than casting a wide net and only catching a few leads.
One of the easiest ways to target each group is through relationship marketing. Increase your content production, and keep hitting your customers with your message , using the information from your list to guide you. Start with an email blast, and then pepper in a few postcards. Next, host a Facebook Live event with that very same information and invite a specialty group of people from your list (i.e., your hot leads or loyal customers). Each time you curate a message specifically for a segmented population, you are creating a message that will land right where they need it the most. But don’t let off the gas. Most readers only remember about 10% of what they consume, so keep communicating! With a targeted list, you should have no problem finding a new tactic, a new device, or a new platform to get your message out to the people who need to hear it most. It all starts with perfecting — and updating! — your list.
• Prospects • Customers • Bad Leads
From there, you can break the list down even further to include:
• Canceled customers • Hot leads • Customers with high spending • New sales
As you categorize your list into various buckets, a plan will emerge. Your team can develop campaigns to upsell clients who may need more of the services you can offer while pinpointing those who could be resold on your company. This segmented data is then a powerful tool to help you specifically target
More Referrals. Better Clients. Higher ROI.
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