Part II: Profit-Driven Goals
and Exceptional Branding

Profit chart

by Kevin W. Brown, M.B.A.

{Note: This is the 2nd article in a 3-part series}

In the last issue of this three-part article on “Cutting-Edge Techniques for The New Era of Digital Marketing,” we delved into the critical role of Integrated Internet Marketing.”  This is a better method to increase the effectiveness of your online marketing activities, increasing productivity and reducing costs.

In this issue, our focus is on two critical strategic issues: establishing results-driven goals, and branding that differentiates your firm.

Profit-Driven Goals
Can you afford to waste time and money in your digital marketing efforts? Far from it, your firm is likely looking at ways to control costs during the pandemic. So why invest in futile marketing efforts?

Yet far too many firms jump into digital marketing without a clear vision or understanding of what they want to achieve and how they are going to accomplish it. For example, buying into a year-long pay-per-click contract, with the hopes of it translating into new clients, is lacking in strategy in many respects (e.g., does your target market seek legal counsel from the internet? Is the quality level of clients up to your standards? Do you have an effective in-house team to follow-up and close leads on a timely basis?). This can translate into many thousands of wasted dollars.

There is truth in the statement “Failing to plan is planning to fail.” Take the time upfront to work with your marketing professional to develop clear and measurable goals. As a baseline, most firms want their online presence to support their credibility, acting as a reference point when others verify their capabilities. Another key goal is likely to maintain regular communication with clients, referral sources, and other business contacts. You may also want your online efforts to act as an easy resource for clients, such as a client portal (for document submission and retrieval, as well as payments), and to learn more about key topics through your information center. If your goals include business development, you will want to build your database of contacts (referral sources, prospects), as well as generate leads that result in new clients.

Overall, the broader your goals, the more work it requires to make your complete marketing program effective. Your planning will need to be comprehensive and integrated.

Exceptional Branding
Branding is essential for effective marketing in all applications, including digital marketing. Your branding helps to position and package your firm in a manner that makes it distinctive in the marketplace.

Many firms face the issue of whether they should “rebrand.” Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination is created for an established brand. The reasons for rebranding range from “We need a fresh look” to “Our firm has changed and evolved” to “Our market has changed and we need to change with it” and more.

Not all rebranding is an extensive overhaul of marketing communication. However, if your firm has existed for more than ten years and has not revisited branding, it may need the full renovation.

Case study: A recent client engagement is a common example. In this case, the client needed rebranding in all respects, so we used Integrated Internet Marketing to maximize the results. Graphically, the firm’s logo and marketing materials were out-of-date. Further, the firm’s website was old, making maintenance difficult and giving an impression that the firm’s services were dated as well. Overall, the firm’s marketing content was inconsistent and lacked persuasive selling points.

A new logo was designed, reflecting the firm’s culture and position in its targeted markets. All existing marketing materials (stationery, e-signatures, etc.) were redesigned. Importantly, significant analysis was done on the firm and its targeted markets, resulting in new written copy for all marketing, including a new slogan, updated selling points, and overall consistency in marketing messages. With the excitement and opportunities presented by rebranding, the firm requested new brochures, e-newsletters, and began to advertise in key publications. A new website was designed that distinguished the firm’s unique position in the legal marketplace. Publicity programs, such as media relations, were launched.

Every aspect of the firm’s marketing was rebranded, which led to partner and professional staff pride in the firm, client loyalty, and leads to new clients that were drawn by the rebranding. This example should be helpful for you to determine whether your firm is a candidate for rebranding.

Don’t miss the next issue!
Now that your “big picture” strategies are established, in the next issue, we will discuss specific digital marketing methods to help your firm survive and thrive in the competitive online arena. If your firm is interested in implementing digital marketing, contact us.