You didn’t come this far to only come this far. That is a paraphrase of a Matthew Reilly quote that I really like.
But then also, “you can’t get there from here.”
Said by a tour guide in Alaska letting us know that… well, I still don’t really know… because we could, in fact, get to a place from here, which allowed us to then get to there.
Let’s try another one: “What got you here will not get you there.” – Marshall Goldsmith (and a book!)
And that’s what we are talking about today: changing what it takes to get to the next level, or, put another way, iteration in action.
Fun Acronym Jordan Put Together
SET IT
- Strategize
- Execute
- Track
- Iterate
- Test
This is the process we follow at LegalEase Marketing and the one I think you should steal (or just work with us).
Strategize
Develop a strategic marketing plan based on research and analysis.
Listen, you can spend a LOT of time, money, and energy on this. You could do a SWOT analysis, a VTO, get client feedback, analyze analytics, hammer out long-term goals AND short-term ones.
But at its core, it’s two things:
- Who do you want to work with?
- What marketing will help you get in front of them (or at least give you the best chance)?
Execute
DO IT!
Honestly, I would include building out a CRM to track results and create a consistent sales process. Every client should get the same or similar emails, texts, and calls at the same times.
Remember science class experiments? Only change one variable to measure results. This is that.
If you have no consistent sales process:
- Months when you are slow and call all leads back make your marketing seem great
- Months when you are busy and stop following up make your marketing seem terrible (even though it’s the same)
Track
You have to track results in some manner. Otherwise, you’re Blockbuster not buying Netflix, or Samuel L. Jackson standing too close to the shark tank (or dinosaurs… or planes with snakes?)
Tracking ensures you know what is working and what is not.
Iterate
This is where we go back to last week’s article.
Think about what changes you can make to your marketing to make it even better.
- How can you change a call to action to get more clicks?
- How can you change your ad placements to get in front of better eyeballs?
- How can you reword your sales copy to close more leads?
Your law firm needs a process similar to Netflix recommending content based on your preferences. Constantly double down on what works and test new approaches. It should be ongoing.
Test
Then you test the different options:
- If they get better results, keep them
- If they don’t, roll back to the prior method or try a new one
This can include:
- A/B testing
- Running two different webinar topics in the same month
- Running 75 different Google ads with 75 landing pages and 75 contact forms
What you try and how you change it will depend on you, your firm, your location, your ideal client, your budget, and other factors.
But the PROCESS is the one everyone should be using.
Until then…
I will see you back here next week to talk about what is your actual JOB (which I hope doesn’t make you feel like Job from the Bible or Gob from Arrested Development).