Brand Experience [A Short Strategy Guide]

Check out these easy steps to create and improve brand experience.

Introduction

Brand experience is the sum of all the sensations, thoughts, feelings, and reactions individuals have in response to a brand. Thus, it embodies the lasting impression that remains after someone encounters or engages with your brand in any environment. Additionally, it includes thoughts, feelings, perceptions, and reactions to everything from direct marketing efforts to specific product launches.

Specifically, all these touchpoints are moments where the consumer can experience your brand. Technically, this experience is subjective and changes from person to person because each individual has different experiences and associations that the brand evokes.

Ultimately, brand experience is one of the most important concepts to strengthen brands before the public. Ultimately, it combines elements of user experience, customer experience, and brand identity all in one. Most importantly, it includes creating a sensory user experience in order to become memorable to consumers.

How To Create A Brand Experience Strategy

To start, ensure you have an understanding of your audiences’ wants and needs. Use your client persona during this phase to ease the following steps and appeal to your audiences. By connecting and engaging with the target audience, this strategy will help you convert brand awareness to brand loyalty. Hence, in order to stay competitive, you need to create a consistent brand experience across every channel.

Review The Current Brand Experience

To start, identify areas where your current experience isn’t meeting customer expectations. For example, use social media interactions and customer service calls to detect potential problems. These can help frame the foundation of brand experience strategy. Additionally, understand how senses influence buying behavior in order to create memorable and compelling experiences. There are a lot of tactics you can use, including the creation of a variety of effective product content.

Identify Areas For Improvement

Next, focus on the aspect of brand experience that could use a refresh or redesign. For example, you might choose to increase positive social mentions across specific channels such as Facebook or Instagram.

Employ multiple channels when crafting your brand experience.

Employ Different Channels

Although most brand experiences have some digital component, brand experience isn’t limited to one channel. For instance, you can create movies, books, or games alongside digital content like event information, research, e-newsletters, quizzes, and other online resources. Whatever you choose, use your channels to tell your story online and appeal to your audiences’ senses and personal narratives. 

Prioritize Personalization

While finding ways to tell your story, figure out how to be a part of your customer’s story. By prioritizing personalization in your brand experiences, you can achieve both of these goals and gain the trust of your customers. For example, think of using technology like artificial reality (AR) apps to help shoppers visualize how your service will change their lives. This level of personalization will help you communicate your story so that it fits into and enhances someone’s experience.

Track Results

Effective measurement follows to ensure your efforts gave results. Thus, track user views, reactions, and responses to social media posts along with the sentiment — positive, negative, or neutral. Additionally, explore and innovate by testing multiple strategies to find the one that resonates with your customer base. Consequently, you will be able to fine-tune your efforts to deliver ideal outcomes.

Conclusion

To conclude, the right brand experience makes the difference when it comes to many factors. By understanding where current efforts don’t deliver, prioritizing areas for improvement, and tracking engagement metrics over time, it’s possible to build a brand experience that boosts customer connection and encourages long-term loyalty. 

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Law Firm Website Design Guide

When making law firm website design, it's important to include mobile friendliness in the process to maximize the optimization of your online presence.

Introduction

Nowadays, potential clients are researching legal services online. Specifically, they want to make an informed decision when choosing a lawyer or law firm. Consequently, your website will be the first place they’ll visit to see if you’re the right choice. Thus, for your law firm to draw in new clients, an outstanding website design is a must.

Your website design should demonstrate your authority and expertise, as well as drive traffic and inquiries for your law firm. An authentic website design will help your law firm stand out, increases brand exposure, draws in your ideal client, and provides value to current and potential clients. By understanding the importance of a high-quality law firm website design, you can convert your visitors into leads.

Website Design Basics

To start, think about what type of website will work best for your firm’s needs, and what do you want it to look like. Moreover, consider what do you ultimately want to achieve with it. How much is best to spend on your law firm website may depend on the industry and practice area you work in. 

For example, if your law firm relies on word-of-mouth referrals and repeats business, you might only need a simple website including basic information to confirm your identity online. However, if there’s a need to stand out from your competitors, it might be worth investing more into your law firm’s website design.

Law Firm Website Design Principles

Law firm website design refers to the aesthetics of a website or the visual aspects involved in website creation. It includes the creation of the overall layout from images to text. Your law firm’s website design can heavily influence your online presence. Appearances impact how potential clients see you, and how they use your site to gather more information. In fact, your visitor’s first impressions are mostly design-related and only last 0.5 seconds. To achieve a great first impression using your website design, it’s critical to follow a few law firm website design principles. 

Unique Value Proposition

A unique value proposition defines the unique value you deliver to your clients that your competitors don’t. It outlines the reasons why your client should choose you and should be visible throughout your law firm website design. To identify your UVP:

  • Identify your target client’s main concerns. Use your client persona to discover their concerns. Ultimately, these will depend on your main service areas as well as the client you want to attract.
  • Define how your services solve these concerns. To start, list the benefits of your services instead of the features.
  • Position yourself as the provider of the value. Place your UVP at the center of your homepage and throughout your website.

Functionality

Functionality refers to the interactive parts of your website and the process a client must go through to find the information they’re looking for. Around 75% of consumers admit to making judgments on a company’s credibility based on their website’s design. Hence, to avoid any negativity stemming from your website, start with simple functionality. For instance, use plenty of whitespaces and visual elements across the page to emphasize readability. Additionally, use headings in your text as well as easy-to-read typography. Ultimately, make sure to use good font sizes.

On-Site Navigation

Your website navigation should be easy to understand and follow. For example, each page title should say exactly what your visitors can expect from the page. Thus, place your navigation at the top of your website. For pages that have sub-pages, include drop-down menus tied to your main navigation. Next, include a sitemap- a visual map of the pages on your website.

This will ultimately help you boost your search engine optimization. Additionally, include a low scroll option so your visitors can scan through your website. Be mindful of the length of your website pages and keep scrolling to a minimum. Finally, add a search bar to help your audience find the information they need fast.

Check out our law firm website design guide to help you claim your unique online presence.

Mobile Friendliness

Around 85% of consumers think a company’s mobile website should be as good or better than the desktop. Google uses mobile-friendliness as one of the key signals for ranking in search results on any platform. Hence, improve the way your site appears on a mobile device to help them find you. Make sure your law firm website design is responsive and fits the screen size of different devices automatically.

Accessibility

Having an accessible website is key for connecting with potential clients. Consider technical ways to make your website accessible to people with low vision who may be using screen readers, or those with mobility concerns who may be using alternatives to a mouse. You can also make certain design choices, such as contrast checking the color of your text versus the background of a page, or considering colors for those who are color-blind.

Additionally, use alt text for your images. All images should include alt text so that screen readers can convey the image’s message to the user. Moreover, utilize headers to break up your content. Headers are used by screen readers for scanning, allowing them to consume the content faster. Ultimately, add a skip navigation feature. Include a skip navigation feature that enables screen readers to skip reading the big sections on your website. Finally, make sure links have descriptive names. In-text links should be descriptive, defining exactly what the user can expect from the next page after clicking the link.

High-Quality Imagery

Images can say a lot about your practice, hence, keep all images on your law firm’s website relevant and professional. To start, they should be of high quality and reflect your brand story. Additionally, it’s important to consider the image size too. Overusing higher-quality photos can have the potential to slow down your website. A slow mobile experience drives clients away, while a fast mobile experience can help attract them. You can check your law firm website’s site speed with Google’s Test My Site tool.

Hire Experts To Do A Website Design For You

With the right approach, we can create an effective law firm website for you that attracts more clients. By having an outstanding website, you can help convince them why they should hire you. When making a winning website design, we always think about how your target client would likely use your website.

Besides that, Carmine Cloak’s expert team is here to educate your company so you can make informed decisions. Before hiring us, we schedule a free consultation to take a better look at your current situation and develop a plan according to your desires. If we agree that our services are the best fit for your firm, we proceed to educate, explain and help you make the right choices.

We can help your business grow and progress.

If you require guidance with your social media marketing, contact us today.

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What is ideal customer profile and how to make it? Find out in our blog post!

Ideal Customer Profile: What Is It & Why It’s Important?

What is ideal customer profile and how to make it? Find out in our blog post!

What Is An Ideal Customer Profile (ICP)?

In short, an ideal customer profile defines the perfect customer for what your organization offers. In other words, it’s the customer that is most likely to want to buy your services. Additionally, this customer is also most likely to remain loyal and recommend you to others. An ICP describes the ideal customer you should be targeting with your marketing and to whom you should offer your services.

Accordingly, ICP has all of the qualities that would make them the best fit for the solutions you provide. If done correctly, an ICP can help define the problems you’re solving. For instance, align your service capabilities with customers’ needs, and assist in future service updates. In other words, it will provide you with guidelines on how to find a perfect lead.

What Is The Difference Between Ideal Customer Profile & Buyer Persona?

Buyer persona and ideal customer profile (ICP) are distinct terms that represent different ideas. Although their essence and purpose are different, they both describe your buyers. The ideal customer profile explains what companies and titles to target. The buyer persona describes how to target them. Additionally, they both include a set of guidelines you can use to qualify leads. Thus, for your sales and marketing efforts to succeed, you will need both.

An ideal customer profile is a picture of the type of company you want to sell to. In short, it’s based on the metrics. On the other side, the buyer persona is about psychology. This means it focuses on the needs of the individual you’re targeting. It’s a hypothetical description of the type of people at those companies involved in the purchasing decision.

Ultimately, the firmographics of your ICP will likely inform your buyer personas. Accordingly, you can use the core concepts of ICP to build your buyer personas. However, the personas should be defined by demographics such as role, job title, function, seniority, and income. Most importantly, you should understand their pain points and challenges and how your service solves those challenges. Additionally, use both ICP and buyer persona to be able to understand and reach them individually.

Do You Need Both?

While your ICP and buyer personas are different, they work together. They ensure you are talking to quality leads, creating content for the right audience, and providing answers to their questions. ICPs define who to target, while buyer personas layout how to best communicate with the individual.

To start, you should use your ICP to help when qualifying leads. Afterward, use your buyer personas to determine how to sell to the individual. Finally, revisit these profiles occasionally for they will change as you learn more about your buyers.

Why Create An Ideal Customer Profile?

An ideal customer profile is a great tool to help you identify the strength of a prospect. If a new prospect is an exact match for your ICP, then you should invest an effort in selling to them. Companies which have a slightly weaker fit with this picture may still be worth selling to. However, their sales cycle may be longer, the chances of success lower, and you should target them later and with less effort. If you don’t have an ICP, you can end up focusing too much effort on too many different parts of the market. Ultimately, the more you know exactly who’s going to buy from you, the better.

How To Identify An Ideal Customer Profile?

To identify your ideal customer, figure out the basics before choosing your strategy:

  • What customer type are your ideal customers?
  • What are they buying?
  • Where are they buying it?
  • What are they spending?
  • What other products might they be using?

Once you get a feel for these, you can use one of the following methods to find and identify your ideal customer.

How to write an ideal customer profile? Click here to find out!

How To Write An Ideal Customer Profile?

An ICP is highly customized to match the needs of your company for the highest benefits. Here are the crucial steps you should follow when creating the most effective customer personas for your ICP.

Research Your Target Market

To start, identify your best current clients then compile a list of the notable attributes they share. For instance, pick the ones that have stayed the longest with your company or settle for those that take the shortest time to convert. Whatever you choose, get as much information as possible on your existing clients to know the best ones. Once you’ve identified your company’s best customers, it’s time to work out why they’re such great customers. The simplest way is often to ask them.

Schedule a few interviews and demonstrate to them the value they will get from participating. Inform them in advance that the purpose is to improve the quality of service. During the interview, gather the answers to the following questions:

  • What is the number one thing that can increase their satisfaction with your service?
  • What makes them happy and sad about your service?
  • Where are they based, geographically?
  • What are the best and worst features?
  • What do they do?
  • How much cash do they have to allocate to services like yours?
  • What do they want to achieve?
  • What problem is your service solving for them?

The key thing you’re trying to figure out is what they all have in common. There are a million different ways you can approach them and look for similarities.

Identify The Common Attributes Of Your Ideal Customer

When evaluating your data, note the common traits of the perfect customers. Metrics that help you identify your ideal customer traits. Here are some metrics that might help you define your ICP:

  • Shortest sales cycle
  • Lowest customer acquisition cost
  • Highest customer satisfaction
  • The largest number of renewals
  • Most up-sells and expansions
  • Most referrals

Aim for 5-10 main attributes that define your ICP. After identifying the list of attributes, be specific and paint a picture of a perfect client. It is best to gather the characteristics from several sources. For instance, include tool-based analysis, surveys, etc. Create 2-3 ICPs at this point based on your current research.

Build A Behavioral Profile Of Your Ideal Customer

Once you are through with your research, combine the findings to create your customer profile examples. This profile should paint a detailed picture of the exact client for whom you are making a service. Thus, use their common traits, behaviors, or pain points, which will help you build the profile of your ideal customers. Accordingly, the ICP will guide your future sales and digital marketing efforts.

From your data, identify opportunities and challenges among your ICPs and have a plan for addressing the challenges. Furthermore, document how your service will serve your ICP and how you envision your future with your prospective and current customers. Be clear about your value propositions so that you can measure the way your service features will help clients.

Questions to figure out the final step during your ideal customer’s process information:

  • What kind of impression do you make on them? 
  • Would they know that they fit your ICP if they came to your website? 
  • Would they feel comfortable with you and your company?
  • What does the typical day look like for the typical user of your product? 
  • At what points are they getting frustrated and upset, and can you stop that from happening?
  • What economic, political, social, regulatory, and technological forces are acting on them?
  • What does the future hold for them? 
  • How do they acquire information and knowledge? 

Where might they go where you can reach them?

Conclusion

By the time you’ve finished developing the profile, you should have a really clear picture of the environment in which your ideal customer is operating. This includes the pain points they feel and the goals they are trying to achieve. All of which offers you everything you need to convince them that you hold the solution. Finally, apply your buyer persona and ideal customer profile in your sales and content marketing. Accordingly, use ICP at the beginning of the lead generation process. Moreover, use the buyer persona throughout every stage of the sales funnel journey.

We can help your business grow and progress.

If you require guidance with your social media marketing, contact us today.

Fill in the application form below and schedule a free consultation with us!

Social Media Marketing For Lawyers & Law Firms

Check out the ultimate social media marketing tips for law firms and lawyers.

Introduction

Social media has been a popular marketing channel for legal companies. In fact, social media marketing can help you attract prospective clients and build valuable connections. Not only that but also increase brand awareness, educate your target audience and build your brand’s authority. Ultimately, it would be a mistake not to use social media to promote your firm and your brand.

The Benefits Of Social Media Marketing

Promoting Awareness

Nowadays, consumers spend plenty of time on social media. Most people who are struggling with legal issues are looking for answers and reassurance online. Thus, you should ensure that your audience remains well informed and aware of their rights in your area of practice. For instance, strive to solve minor issues using social media to educate your audience.

Hence, as a law firm, you can make the best use of social media to spread awareness and educate your audience base. Consequently, a strong social media presence will help you get your message in front of your target audience. Moreover, it will help you increase brand awareness.

Interacting With The Community

A significant aspect of developing an online presence is how you interact with peers and potential clients. Most people who contact a business either have service questions or want to inform people of their experience. You can also join communities of like-minded professionals for instance, on LinkedIn.

There are plenty of lawyer groups online and there’s probably a specific group for your area. Use these groups as tools to stay updated within the industry and share thought leadership posts. Additionally, use them to build your network and find tips and advice.

Attracting Prospective Clients

A common goal of many businesses using social media is to reach potential clients. And nowadays, having an online presence is more important than ever. Accordingly, social platforms are highly effective for attorneys to attract new clients. With over 53% of the world’s population on social media, there’s a ton of potential leads waiting to come across your content. The American Bar Association found that 35% of law firms and attorneys have gained new clients via social media efforts. Many law firm social media campaigns find success in building a more extensive client base. As long as you’re producing valuable content, you’ll be able to get more leads.

Building A Brand Reputation

Another social media marketing benefit is the ability to make your name known. Social media allows you to establish your authority and credibility while also engaging with your target audience to turn them into prospects. For example, sharing your story can help people understand what you stand for. In turn, that will make an impression that sets you apart from other firms.

Furthermore, sharing authentic and relevant content will showcase your knowledge and experience. Hence, your respectable online reputation will attract more leads to you. Additionally, it can also intrigue people who didn’t need your services before. By following this approach consistently, you can create a never-ending funnel of inbound leads.

Establishing yourself as a leader is an important part of your social media marketing strategy.

Establishing Yourself As A Leader

Social media has also been effective for attracting prospective clients because it helps you showcase your expertise. You can use it to share valuable information that will help you prove your credibility and win the trust of your target audience. Thought leaders are experts in their chosen field, and they usually share their expertise on social media. As a lawyer, you may be an expert in criminal defense. Accordingly, use your social media platform to share tips, tricks, and other valuable content.

Improving Your SEO Efforts

There is a correlation between search engine rankings and social media efforts. In short, being active in social media results in getting more visibility in search engines. Plus, an improved social presence contributes to an increase in web traffic and overall improvements in online visibility.

Building Trust Within Your Audience

Legal consumers are turning to social media for legal service recommendations. They prefer to check a law firm’s online presence and service reviews before approaching their services. Social media helps you build trust and develop your law firm’s brand presence to acquire new clients. Every time you post on social media, you provide your audience with an opportunity to interact with your law firm.

Maintaining an active social media presence will keep your brand’s image alive in your audience’s mind. And when they need a legal service that your firm is providing, they will first reach out to you. That is if you have already built trust and credibility through your social media activities.

Helping You Grow Your Website

Social media is a crucial part of your marketing funnel. In other words, it’s an important way of attracting new leads and getting them to your law firm’s website. Using social media marketing, the search engine rankings for your website can be improved. For example, you can rank high on search engine results for keywords specific to your firm or practice area. Your SEO should involve off-site SEO, on-site SEO, technical SEO, and content optimization. As a result, you will increase traffic to your website.

Monitoring Conversations Around Your Firm

Social listening helps you to monitor social channels for mentions of your brand, services, and keywords related to your firm. You can conduct branded keyword searches on social media to look for content and conversations around your firm. This is a great way to understand what prospective clients are saying about you and how they feel about you.

Start by searching for your firm-related conversations to find out what people are already saying about your firm online. These are commonly known “mentions” in social terms. Mentions will help you understand your audience’s view of your services.

You can even find conversations that you can take part in and showcase your expertise, such as a discussion about topics that are relevant to your legal practice. This can help you gain valuable audience insights and take necessary action at the right moment. Being aware of conversations will help you stay up to date on any relevant recent developments that can help you serve your clients.

Every time your firm’s name is called out on social media, it is an opportunity to educate, influence, and interact with your audience. If no one is talking about your brand online, you are probably not creating an impact on your audience. Revise your content strategy and start posting consistently. Only that way you can leave a lasting impression on your audience.

Sharing your brand story is another important part of your social media marketing strategy.

Telling Your Brand Story

Law firms can also leverage social media to tell their brand story. This can be highly effective for humanizing your brand and building an emotional connection with your audience. Consequently, you will have a much easier time gaining their trust and loyalty. You can share stories about your firm’s achievements, its history, and more. You can also use social media to showcase your employees or behind-the-scenes moments.

Checking Competitors

Checking your competitors will help you avoid potential plagiarism and ultimately help you create a successful social media marketing strategy. To start, detect the most influential profiles in your area of specialization. Follow them, and start building a meaningful relationship by engaging with their social media posts.

See what strategies and tactics they use to promote their firm and the ones that help them attract followers. Finding out your competitors’ strengths and weaknesses can help you position yourself in a way that will bring you success. Pinpoint their weak areas, so you can fill those gaps with your content. For example, if another law firm isn’t posting on Facebook, you know that’s a platform you need to get on.

Tracking Your Marketing Success

Social media marketing will help you track, measure, and report on the results of your campaigns. If you don’t track what types of content are successful, you won’t know what to create and could waste time and money on content that doesn’t resonate with your audience.

Social media metrics show you everything you need to know about how your content is doing. Clicks, views, shares, and even locations can provide you with enough information to switch things up a bit to attract a larger audience. Keeping track of social media engagement lets you make regular changes in response to any assessment results.

Conclusion

If your law firm isn’t active on social media, you’re missing an enormous opportunity to promote your legal services. In fact, there are many ways to leverage social media to boost audience engagement and drive new leads.

Make sure to start with the basic tips above, and over time, you’ll discover what social media marketing works best for your law firm. Accordingly, you’ll be able to maximize your return on investment.

There are a plenty opportunities to utilize social media for marketing your services and engaging your prospects. Additionally, you can also study your competitors’ social media strategies to get inspiration and new ideas.

Claim Your Winning Social Media Marketing Strategy

As seen above, social media can help your business establish credibility, increase brand awareness, website traffic, search visibility. Additionally, it provides an opportunity to engage with your current and potential clients. When used correctly, it can rank you high on Google as an expert in your industry.

Whether you want us to set up your accounts or take control of your online presence, Carmine Cloak is here to help. We offer several social media marketing packages to help you stay on budget while increasing your law firm’s visibility, traffic, and potential client base. Consult our experts and schedule a FREE CONSULTATION to create a strategy based on your firm’s interests and goals.

We can help your business grow and progress.

If you require guidance with your social media marketing, contact us today.

Fill in the application form below and schedule a free consultation with us!

Check out the ultimate tips regarding social media branding for lawyers and law firms.

Social Media Branding In 12 Steps [Lawyers + Law Firms]

Check out the ultimate tips regarding social media branding for lawyers and law firms.

Introduction

Social media branding has become a powerful marketing tool for companies. Specifically, it can help you position your brand as unique and stand out from the crowd. When social media branding is done correctly, it can help you optimally connect to your target audience. Additionally, it helps you deliver your messaging and convert your audience into loyal customers. Ultimately, you’ll be easily recognizable to your audience and able to drive more business, leads, and sales.

According to a January 2022 report, social media users have passed the 4.62 billion mark.

Impressively, this figure is equal to 58.4% of the world’s total population. Thus, by creating a strong brand presence on social media, you can reach a broader audience. To create strong social media branding, you need to be clear on your branding goals.

Examples of brand goals include:

  • Spreading awareness of your service
  • Generating new leads
  • Increasing sales
  • Increasing customer loyalty
  • Providing a proactive customer service

Social Media Branding: Key Steps

1. Define Your Brand Identity

To achieve social media branding success, you need to know your business. In other words, you need to define your brand identity. The clearer you are about your brand identity, the easier it will be to craft the right message.

To start, make sure to have a consistent logo, color palette, bio, boilerplate, and handle. Most importantly, ensure you showcase common attributes that people will recognize as your brand. Performing a social media audit across all of your accounts will help you achieve consistency.

2. Choose The Most Appropriate Social Network

The type of social network you use can make a big difference on social media. You want your social media progress to be in sync with the efforts you’re putting in. Being active on the wrong social network will get you poor results. To start, decide which social media accounts you are going to focus on.

There are many social media platforms out there that can help you reach out to your target audience. To start, test out each of these platforms to find out which goes with your brand’s overall objectives. For example, if you’re a B2B business, tap into the power of LinkedIn for building your brand.

However, if your business is more on the B2C or C2C side, get more active on Facebook or Instagram. Ultimately, every social media platform has an audience that is used to seeing a certain type of content. Consequently, decide on a social network that helps you achieve your branding goals.

3. Optimize Your Profile Bio

As a business, you should also implement social media SEO in your social media branding strategy. To start, add relevant information which will give clarity about your business. For instance, inform your visitors about who you are and what you do. For example, describe the purpose of your business in a few words. You can also showcase the benefits or advantages of your company’s offerings. Additionally, make sure to optimize the content of your profile with relevant keywords. Furthermore, don’t forget to include a contact button to help people find you and get in touch.

Visual branding is one of the key steps when branding social media for lawyers and law firms.

4. Extend Your Visual Branding

Visual identity is a codified system of visual elements that translates your brand into a distinct style. It includes a color palette, typography, illustration style, photo treatment, and more. Furthermore, it plays a crucial role in how your followers perceive your brand on social media. Hence, it’s important to ensure you have the same colors and fonts reflected in your images, graphics, and videos.

As a result, your branding should be instantly recognizable to your audience. To achieve this, create your brand style guide and include visual guidelines. Additionally, keep your brand’s aesthetic and color choices in mind to appeal to your target audience. Finally, be consistent with color across all media platforms, to ensure a unified and professional look.

In other words- maintain your brand’s visual identity across social media channels. Your LinkedIn followers probably have different interests than your Twitter followers. The demographics of core users may be different, too. Thus, remember to tailor your subject matter and tone to fit the user’s experience.

5. Create Relevant, High-Quality Content

Your content is the foundation of your social media success. Ultimately, it must inspire people to click, engage and share. Moreover, sharing the appropriate social media posts on each network is equally important as the steps above. As a result, creating strong content will help you capture a potential buyer’s attention. In fact, according to the statistics, you only have 2 seconds to capture their attention.

Hence, use this to your advantage. Moreover, figure out what content is going to connect best with your particular audience and publish it regularly. Whether you decide to focus on producing video content, memes, or written posts, make sure you’re branding yourself as a company with high-quality, relevant content.

6. Know Your Audience

A big part of social media branding is understanding and knowing your target audience. This allows you to take a precise, tailored approach with your marketing efforts. Besides knowing their demographics, it’s also important to detect their problems. Hence, if you want to help them, take a look at their problems, wants, and needs. Accordingly, you will be able to position yourself as the top solution to their problems.

7. Develop Your Marketing Personas

To make a successful social media branding strategy, include marketing personas in the process. Your marketing personas are going to vary between the networks. Accordingly, your content should differ across networks. That way it will resonate with your audience across social media platforms. Start with the company’s customer base and then map them to the different social media networks you use.

For example, your Instagram account targets small business owners while your LinkedIn targets big companies. Having these established personas per network helps you narrow down your content ideas and maybe even adjust your voice. After you have created your marketing personas, create content to match each of these personas.

8. Establish Your Brand Voice & Tone

Every brand has a personality that differentiates it from the others. This unique personality not only helps a brand connect with its target audience but also helps it build better relationships. Hence, your company’s social media accounts should showcase your brand’s personality. To start, you might already have a brand voice established for your other marketing focuses.

Extending that to social media, and cultivating a specific approach is highly recommended. Your voice and tone guide should include details like brand persona, company catchphrases, personality traits, and vocabulary. After developing your voice and tone guide, audit your social media posts to see where you can improve.

Defining your brand voice is another key step when branding social media for lawyers and law firms.

9. Keep Your Branding Consistent On All Platforms

Brand consistency across all marketing touchpoints is a challenge for every company. However, it’s important to focus on crafting the right kind of messages consistently for several reasons. First, people on social media are used to identifying patterns or themes. Consequently, your brand becomes more involved with your target audience when you regularly use visuals and text that match your purpose.

As a result, your social media channels will help your brand grow, given that your audience can rely on your consistency. In other words, you can expect an increase in sales, brand recognition, and overall engagement. Additionally, ensure your brand is consistent across all products, advertising, customer service, and packaging.

Your brand’s profile should be unified and in line with your brand identity anywhere it appears. Ultimately, aim to achieve consistency with graphics, color, style and language, and even post frequency. To start, identify the best social media metrics to focus on, analyze the data associated with your posts and identify a pattern that works.

10. Be Social

If you want to find success with social media branding, you need to be social. Social media is a conversation, so it needs to go both ways. When your follower tweets at you, tweet back! When someone leaves a question on your Facebook page, answer it! If someone comments on your Instagram post, comment back! Build your brand on social media around being social and engaging with your fans. The more you engage, the more your followers will also be engaged. The truth is, branding your social media takes some work. But if done right, it will help you foster valuable connections.

11. Join Social Media Groups

Facebook and LinkedIn both offer opportunities to join groups focused on specific industries or topics. To start, use the search bar on each network to find groups that are linked to your expertise. Next, share your insights in order to build authority around your brand. 

Social media groups can help you:

To gain the benefits above, engage and participate in discussions. Moreover, share your unique insights on a certain topic. Ultimately, showing that you’re responsive will help you build your brand in larger communities.

12. Measure The Impact Of Your Branding Efforts

Increasing your brand awareness across social media should be one of your goals. However, it will require a proper execution on your side. Additionally, it’s important to measure the result of every step you make. You can metric impacts by paying attention to engagement, mentions, and share of voice. Moreover, you can also use techniques like regular surveys of your audience. That way you can understand their level of brand recognition, track your overall reach, and measure brand perception.

Building An Effective Social Media Branding Strategy

Social media branding is a great tool to increase your online presence but also generate long-term business. When you get social branding right, the rest of the sales process becomes more efficient. Additionally, it will bring you increased brand recognition and help you foster genuine connections. However, social media branding can be challenging if you’re juggling multiple social media channels.

For instance, it requires managing and maintaining your company’s brand image consistently across platforms. Varying requirements on sizing, image content, and more can stretch your resources. Moreover, it can lead to inconsistencies if not properly maintained. Hence, consider working with a brand agency, especially if you require assistance regarding your visual strategy, brand identity, or improving your social media presence.

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Learn about the importance of color in legal branding.

The Importance Of Color In Legal Branding

Learn about the importance of color in legal branding.

Introduction

Color in legal branding is one of the most powerful tools for communication and evoking emotion. According to the studies, people form impressions within 90 seconds of their initial interactions with people or products. Impressively, 90% of the assessment is based on colors alone. Ultimately, this impression dominates 67% of the purchasing process.

By using colors, you can create an impactful strategy to communicate your message without words. In fact, brands and color are intrinsically linked because color motivates the human subconscious. When it comes to recognizing a brand, color is what people remember. Often, the audience connects the color with certain needs or expectations.

Hence, a potential client’s reaction to color must be taken into consideration when developing marketing strategies. Your law firm’s website may be the first and only contact a person has with your company. To work, all your branding elements must be professional, evoke the right emotion and make a connection. This includes colors, that play an important role in making that connection.

In marketing, there are countless ways to use color to communicate with your clients. Color associations are just one way to communicate with a target audience. Here are examples of color associations that can influence a potential client’s impression in legal branding:

Red

Red is associated with energy and passion and gives an impression of warmth and boldness. Additionally, it symbolizes strength, power and determination and inspires feelings of importance. For these reasons, over 26% of large law firms use red in their branding. The color red attracts attention making it useful in branding and marketing. Deep reds are associated with power, endurance, prestige and leadership. However, bright reds signal hazard, urgency or danger.

Often, it is used to make people make quick decisions. For example, it can be found in the “buy now” buttons. Additionally, red can also affect people physically. Exposure to this color has been shown to raise people’s heart rate, blood pressure and perspiration rate. Interestingly, it even provokes the frequency of eye blinks. In design, red can be commanding as an accent color but overwhelming as a layout.

Orange

Orange is a color of energy and vitality, associated with many naturally occurring things. It combines the energy of red and the freshness of yellow. Moreover, it symbolizes enthusiasm, success and creativity. Orange inspires feelings of determination and encouragement. Nonetheless, only 5% of large law firms use orange in their branding. 

Bright orange is associated with health, energy and vibrancy. On the other hand, dark orange can invoke feelings of strength and endurance. Like red, it is generally best used in moderation. As a neutral warm color, it can be incorporated well into many law firm brands. For example, from personal injury to immigration to estate planning with equal efficacy.

Yellow

Yellow is another color in legal branding with a split personality. It can be associated with creativity and sunshine but also with caution. In design, bright yellow communicates your firm is willing to innovate and implement new or creative solutions. Yellow is associated with energy and intellect and inspires feelings of confidence. It symbolizes success, understanding and creativity. Yet only 1% of large law firms use yellow in their branding. However, 16% of law firms use gold in their branding.

One of the reasons why yellow is underused might be because it can be hard to read in text form and is generally harsh on the eye. Still, there are many benefits to using yellow in brands and marketing. For example, when compared to black, it can give a fresh look to your brand. Additionally, yellow is associated with the stimulation of mental activity and memory. Bright yellow attracts attention and invokes feelings of revitalization, energy and loyalty. Gold yellow communicates prestige, wisdom, quality and endurance.

Blue

Blue is a tranquil color associated with depth and stability and inspires feelings of calmness and security. It also symbolizes loyalty, wisdom, confidence and intelligence. Additionally, it gives the impression of steadiness, trust, professionalism and prestige. For these reasons, over 45% of large law firms use blue in their branding.

The color blue is also very versatile in design. For instance, it can be vibrant and friendly or cool and steady. When used with warm colors, it can create high-impact, memorable designs. Light blue is generally refreshing and brings a soft, calming energy to any brand. Dark blue represents knowledge, power, integrity, and seriousness.

Ultimately, it is the most popular color in the world, when it comes to usage in business logos. This is due partly to its versatility and partly to the ideas it represents. Blue is calming, and therefore good for emotionally charged practice areas. It is also grounded, representing responsibility, stability and power. Since it is so widely used in corporate branding, blue also carries a sense of professionalism and experience.

Blue is one of the most common colors in legal branding and we know the reason behind it. Click to find out!

Green

Green is a natural color that can be used to represent freshness and growth as well as stability. It is the color of nature that symbolizes growth, stability, endurance, tradition but also freshness. Green is commonly associated with nature and is also a symbol of growth and renewal. Additionally, it inspires feelings of safety and is commonly associated with money. For these reasons, over 15% of large law firms use green in their branding.

Bright greens are popular in modern design. Moreover, they can be used to tell clients your firm is forward-looking and willing to take a fresh approach to solve legal problems. This color is balanced, meaning that it stands out next to both warm and cool colors. Light or bright green is generally associated with friendliness, youth and endurance. On the other hand, dark green represents wealth, ambition and determination.

Purple

The color of royalty has more energy than blue while similarly conveying ideas of strength, power and wealth. Purple combines the stability of blue and the energy of red. It symbolizes healing, wisdom, strength and ambition. Purple inspires feelings of dignity, creativity and mystery. However, only 1% of large law firms use purple in their branding. Some people consider it to be artificial because it is a very rare color in nature. When used as the dominant color, it can create a sense of elegance, decadence and quality. Light purple evokes romantic and nostalgic feelings whilst dark purple inspires feelings of wealth and luxury.

Gray

As the intermediary between black and white, gray defines neutrality and inspires feelings of formality and traditionalism. When used for backgrounds, it gives a feeling of professionalism. Based on the vibrancy, it can be either attention-grabbing or be subdued. This may be the reason over 31% of large law firms incorporate gray or silver in branding.

Brown

Like black, brown can work well as an intermediary or accent color. It is most associated with richness, leather and nature. Brown can exude a classic, traditional or rustic atmosphere. Pairing brown with other colors effectively is tough, which may be why only 5% of large law firms incorporate brown in branding.

Black

Almost 50% of large law firms use black as the main or accent color in legal branding. Probably because black is associated with power, elegance and formality. Moreover, it denotes feelings of strength and sophistication. Additionally, black can make other colors stand out and it contrasts well with bright colors. Typically used for text, black works well as the primary color for backgrounds.

Conclusion

As seen above, color in legal branding can contribute and influence mood and feelings, positive and negative. However, the same applies when it comes to poor color choices. For example, it can turn off users to your website, with no chance of a return visit. When colors are a bad fit, they feel wrong because they don’t match preconceived expectations.

With these descriptions in mind, you can more effectively communicate your brand’s personality. When using colors, be sure they are cohesive and work together with the design. Before finalizing your decision, consider if the traits and emotions of the colors you selected are consistent with the spirit of your law firm.

These same principles of color-based judgment apply to your web presence. Using different colors can send unique messages to site visitors and shape their perception of your firm. Ultimately, using colors to manifest critical messages enhances attention by 82% and brand recognition by 80%. If you require further assistance, feel free to reach us and schedule a free consultation with our experts.

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How To Run A Giveaway In 7 Steps

Introduction

A giveaway is an act of giving away goods or services for free as a gift or premium. The most important elements of a giveaway are that it is free and doesn’t expect anything in return. They are luck-based as the results are chosen at random. Thus, every participant has an equal chance of winning. When you decide to run a giveaway, you need to understand every element of it. Everything about the giveaway should be designed to drive massive traffic to your website and increase your follower base. Ultimately, it should also result in generating targeted leads for your business.

How To Run A Giveaway In 7 Steps

Set Goals for Your Giveaway

To start, it’s important to set clear goals before you launch a giveaway. Think of what do you want to accomplish with this contest. If you have several goals in mind, prioritize the most important ones. If possible, assign a number that can be measured to each goal.

Setting a primary goal will help you determine your giveaway’s success and measure the results. For instance, if your number one goal is gaining new email leads, set a goal of gaining 300 new emails. This way you will know whether your giveaway helped you reach your marketing goals.

Giveaways can help you:

Choose a goal for your giveaway contest that lines up with your business and marketing objectives. Once you’ve chosen a goal, it will be much easier to run a giveaway. Consequently, you will achieve the results you’re looking for.

Choose The Prize For Your Giveaway

Before you start the giveaway, you need to be clear about what to offer. The most important thing to consider is how attractive your prize will be to your target audience. Thus, be sure to choose a high-quality grand prize that will attract a lot of people. Additionally, make sure your giveaway prize is relevant to your target audience and your brand image.

For instance, you can offer a free consultation as a giveaway prize. If you already have a social media following, you can poll your audience about which prize they would like. This will ultimately help you select an enticing prize. It will also create excitement about the upcoming giveaway and increase audience engagement.

Some of the most popular ideas include:

  • Money
  • Gift cards or gift certificates
  • Free products/ services

Determine The Giveaway Rules

The next step is to plan out the contest rules and logistics. To start, choose what type of a giveaway you’ll run. There are several different types of giveaways you can choose from. For example, will you require something from people who enter? Accordingly, you could giveaway to get more user-generated content. Consider the following details as well:

  • Who can enter? Are there age or location limits?
  • Start and end dates: What is the length of time people can enter?
  • Giveaway Entry methods: How can someone enter your giveaway? How often can they enter?
  • How to pick the Giveaway winner: Will you use a random draw, vote, or another method?

Make sure that the entry methods you use align with your goals. For example, if your goal is to grow your email list, it should be required to enter. . In addition, pay attention to the rules of the particular social media platform you choose to run your giveaway from. There are federal and state laws that govern how you run your online contest. Platforms like Facebook state in their terms and conditions not to ask participants to like and share your giveaway contest.

Launch And Promote Your Giveaway

A good giveaway marketing strategy will help your giveaway to go viral. Accordingly, you can grow your audience and generate as many leads as possible. To maximize the success of your giveaway, promote it to reach the largest number of people in your target audience. Before launching, make posts like “Going live in 24 hours, turn your notifications on”. This will make people want to follow you and engage with your profile. After a launch, make sure you promote your giveaway across social media platforms. Ultimately, there are several ways to promote your giveaway. One of the easiest ways is to share it on social media platforms. Moreover, you can ask people to tag a friend in the comments section.

Additionally, you can also promote your giveaway by:

  • Creating a blog
  • Radio / TV promotion
  • Creating a website popup
  • Creating an email newsletter
  • Adding a link to your website home page
  • Adding relevant giveaway hashtags to your post on social media
  • Submitting your giveaway post to contest and sweepstakes directories
  • Reaching out to relevant bloggers and influencers to mention your giveaway
  • Partnering with another company that offers a complementary service

Don’t forget to add a sense of urgency. When the giveaway is about to end, send out one last reminder to get more entries. There are also FaceBook groups centered specifically around giveaways that could give your brand that extra audience boost when you post. Some groups to follow are:

Choose A Giveaway Winner

The easiest and most popular way to select a winner is by a random draw. Additionally, many websites can help you pick a random winner. All you have to do is assign a number to each valid entry. An easy way to do this is to assign a number in the order the entries were received. Then use a random number selection website like Google’s Random Number Generator or Math Goodies Official Random Number Generator to randomly select a winner. Don’t forget to take a screenshot of the result so you can document how the winner was selected.

Another option is to select from comments on a post. You can filter entries by the “correct” answer and then select the winner randomly. Woobox’s Pick A Winner tool makes it easy to select winners for contests run on Facebook. Business owners can sign up for a free account. And Easypromo’s Instagram Sweepstakes App provides similar services for Instagram contests. However, you can also allow people to vote for the winner. These giveaways are often fun and have high engagement levels.

Follow Up After the Giveaway

Lastly, it’s important to follow up with everyone who entered your giveaway as well. Following up with them will allow you to form better connections and mention your contest one last time.

You can follow up after the giveaway by:

  • Social Media – Announce the winner and the prize on your social media accounts.
  • Email Newsletter – Send an email to announce the winner. In the email, you should also thank everyone for participating and invite them to join you for your next giveaway.

Offering a consolation prize is also good form. For example, a 10% discount for your service. You’d be surprised how many people sign up for your email list, just so they don’t miss out on more free stuff. 

Measure The Success Of Your Giveaway

One way to measure the success of your giveaway is to determine if you’ve met your goals. It is important to count the number of leads generated by your contest because the purpose of running a giveaway is to grow your audience. Social activity metrics, website analytics, shares, and tags provide insight into how many people you reached with the contest. You can use platforms such as RafflePress or MonsterInsights, that give you insights into your giveaway data. Consequently, you will see what you need to improve for the next time.

Conclusion

Giveaways are a fantastic way to boost engagement, drive traffic, and find new customers. Additionally, they are a smart way to increase brand awareness and grow your business. Moreover, they will help you engage with current clients and attract new customers. When used as part of your marketing plan, they can give you the desired ROI. Follow the steps above to learn how to run a giveaway or save this post for later.

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Read how to create successful inbound marketing strategy.

How To Create A Successful Inbound Marketing Strategy

Read how to create successful inbound marketing strategy.

What is Inbound Marketing?

Inbound marketing is a type of marketing where you are creating valuable content. This content helps your potential customers understand their problems and provides them with the ideal solution. As a result, it makes more people aware of your brand. Ultimately, it turns more leads into customers and improves your sales. Also, it creates trust, builds credibility and grows your business consistently.

To create a successful inbound marketing strategy, you need to gather certain information. For instance, you need to know your target audience. Moreover, you need to define the purpose of your content and how it aligns with the buyer’s journey. This guide will help you put the proper inbound marketing plan in place for your organization.

1. BUILD YOUR BUYER PERSONA

To develop content that your audience finds value in, you’ll have to know who they are. In short, a buyer persona is a representation of your ideal customer. It allows you to understand exactly who you’re marketing to. This will help you craft messaging that truly resonates with your ideal customers. In addition, you will be able to further tailor your content specifically for them. When creating content that resonates with them, you will inspire trust and convince them to engage with you. Thus, it’s important to understand the characteristics and motivations of your buyer personas. Accordingly, you will have a better direction and purpose. Which will, ultimately improve your inbound marketing strategy.

2. SET YOUR MARKETING STRATEGY GOALS

The next step is setting your inbound marketing goals. Start by assessing your website’s current ability to attract traffic, convert leads and close business. All of these objectives relate to and will influence sales and revenue. Some of the key performance indicators may include:

  • Number of unique website visitors per month
  • The number of times a specific call to action was clicked
  • Number of inbound leads/month
  • Sources of traffic – PPC, SEO, Blogging, Social Media, Email

Either way, focus your strategy on improving leads from PPC, SEO, blogs, social channels or email. Once you’ve chosen your metrics, select the following parameters. A conservative improvement, a successful improvement and a beyond-your-wildest-dreams improvement. Against these, you will be measuring your inbound marketing strategy’s success. To measure the ROI of your inbound marketing activity you have to identify what you want to achieve. Moreover, you need to define when do you expect to see the results.

When setting your goals, use the SMART goal framework. Have in mind they should be:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely

3. OUTLINE YOUR CUSTOMERS’ MARKETING TRIGGERS

Next, identify pain points in your customers’ lives that cause them to seek out products like yours. Knowing these marketing triggers will allow you to craft a highly targeted and relevant messaging. Moreover, it will help you determine which topics you should create content around. Ultimately, understanding their barriers to action will allow you to create the solution to their problems. A trigger example can be a growing family creating the need for a bigger house.

4. CREATE A LIST OF KEYWORDS

Next, figure out how people are searching for information about your services. Keyword research will show you the search volume of a keyword or phrase by internet users. These will be estimated by location and how difficult it is to rank for certain keywords. Accordingly, it will estimate the cost of purchasing search traffic through pay-per-click advertising. Afterward, you can create a list of key terms and phrases to create content about. Consequently, this will ensure you are attracting the right people at the right time. Ultimately, it will improve your content’s performance on search engine results pages (SERPs).

Create a list of keywords to achieve a successful inbound marketing strategy.

5. ALIGN CONTENT TO THE BUYER’S JOURNEY

Your buyer’s journey is consisted of 3 phases and leads typically fall into one of them:

  • Top-of-the-funnel: Awareness
  • Middle-of-the-funnel: Evaluation
  • Bottom-of-the-funnel: Buying decision

Top-of-the-funnel is a place your leads are searching for general information about a subject. Thus, the goal of the first phase is to create rich and informative content. This content should attract as much awareness as possible and convert your visitors into leads. For example- social media tips, blog posts, video marketing, white papers and infographics. Identifying your buyer personas’ online preferences will help you decide which channel to prioritize.

Middle-of-the-funnel or the phase of evaluation should introduce your leads to your brand. Moreover, at this phase, they should learn what it’s like to do business with you. Hence, position your product to those who have passed through the previous phase or your repeat customers. Focus your content on providing additional value to your audience. Furthermore, explain your brand further to them. For example, use targeted newsletters, blogs, ebooks, case studies, branded webinars, white papers and email campaigns.

Bottom-of-the-funnel is focused on the buying decision. During this phase, your leads are looking for information that communicates the benefits of your service. Bottom-of-the-funnel leads have shown signs that they’re interested in your service offering. And now, they are serious about doing business with you. Hence, offer them a free trial, a live demo, a discounted deal or a free consultation.

Ultimately, you should focus on providing quality content for all phases. Otherwise, you won’t move leads through your sales cycle. Thus, it’s important to understand the questions, concerns and objections that each of your buyer personas. Having this in mind during all three stages will help you formulate a content strategy that converts.

6. CREATE A LEAD NURTURING PROCESS

Next, automate your lead-nurturing process and continue providing enough information to your leads. This could be via a series of automated emails sent at predetermined times. That way reminding them that you can offer something of value. It could be a phone call when you notice that a lead has returned to your website.

Also, it could be retargeting advertising, where your online ads target visitors. Perhaps those who have visited your site over the past month but didn’t complete a specific conversion. This will encourage leads to re-engage with your content and move further down the inbound funnel.

Moreover, plan the content of your automated message via the funnel. Top-of-funnel automated messages should answer the most common questions during the sales process. Consequently, this will make your leads more receptive to further information about what you offer.

As leads progress to the middle of the funnel you can begin to position your service. To illustrate, you should deliver brand-specific information that positions your brand as the answer. For instance, you can include a series of emails that address common questions about your business.

Once a lead has acted on a bottom-of-funnel offer they are considered to be sales qualified. At this point, leads should be contacted directly and closed into paying customers. At the bottom end of the funnel, your leads are sales-qualified. They’re interested in the solutions you’re providing. However, now you have a strong chance of converting these leads into customers.

Conclusion

Inbound marketing is the most effective way to increase visitors, leads, and buyers. To attract customers, you need to understand their needs, aspirations, and struggles. Using that data, you can craft relevant content that answers their questions. Moreover, include SEO best practices so that customers can find you through search engines. Afterward, convert those visitors with free content and influencer marketing that drives leads. With a proper inbound marketing strategy, your brand can consistently deliver value.

Moreover, it can help you improve your website copy and attract the right customers faster. Ultimately, you will make progress at each stage of your customer’s journey. Forming a proper inbound marketing strategy starts with effective planning. It allows you to set the right goals and also track your progress. However, inbound marketing requires a very diverse, yet specific skill set. Depending on your in-house expertise and the size of your budget, you might consider hiring professionals in this field.

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Here are the key reasons why you don't get clients for your business.

12 Reasons Why You Don’t Get Clients

Here are the key reasons why you don't get clients for your business.

Introduction

The reasons why you don’t have clients can be numerous. However, there are certain steps you need to take to identify those reasons. Consequently, you will be able to discover how to get clients for small business. To start, make a list of all the tactics you’ve taken action on to find clients. Next, make a check next to any action that directly or indirectly led to you getting paid work. Now, look at the activities that have not led to any paid work. Accordingly, eliminate them from your future marketing strategies. If you struggle to identify your actions, here are some common mistakes that businesses make when trying to attract customers.

ICP Confusion

For a start, you should determine your ideal customer profile (ICP). Moreover, your team members should know the demographic and psychographic features of your ideal customer. They should know where to find them and how to speak their language to engage with them. If your organization does not have well-defined ICP, it will be challenging to craft a personalized customer experience. A personalized customer experience will ultimately appeal to your prospects and gain you clients.

Undefined Niche

To check if you have defined your niche, take a look at your marketing materials (website, brochure). Are you targeting a single market or multiple markets? Focusing on multiple kinds of customers from different areas means that you don’t have a well-defined niche. Sometimes, when you’re trying to appeal to everyone, you’ll end up appealing to no one.

General Message

Your message should not be broad and general, but rather narrow and specific. Otherwise, it will lack power and will dissolve into the background of competing noise. Wanting to help everyone and do everything will result in getting sporadic clients. You must be absolutely clear on who you help and how you help them. In addition, you also must be really clear on exactly what you do. In other words- you have to be able to express to others what you do in a way that is understandable to them. Hence, strive to be more specific about who you are talking to and how you help. Consequently, your marketing will become more powerful and you will get more clients.

Miscommunicated Benefits

In short, people are either seeking a solution to a problem, or trying to fulfill a dream, desire or fantasy. Hence, they want to know if you will be able to make things better. Thus, it’s important to immediately state that you are able to help. Later, you can tell them how. For example, “I can help you divorce your partner” is a clear benefit. Prospective clients will be drawn in by that message. Then, they might ask how you’ll do it, at which point you can talk details.

Unestablished Value

The exchange of money is simply an exchange of value. And value is in the eye of the beholder. If a prospect ever tells you that your prices are too high, it simply means you haven’t demonstrated the value of what you do. To address these questions, communicate specifically what results your prospect can expect and how your service will change their lives. A great way to do this is through the use of testimonials. Let others do it for you by sharing the amazing experiences you’ve helped them achieve.

Lack Of Market Education

Your target market should be aware that your business category exists. Thus, you should consider building a market education campaign. That way you will make people aware that a solution to their problem is out there. For instance, educate your audience through a mix of traditional and digital advertising. Once the market is educated, buyers will be more receptive to the solution your company is offering.

Poor customer service is one of the reasons why you don't get clients for your business.

Dissatisfying Customer Service

The average person will tell 16 other people about a poor customer service experience according to the study. If your business is providing dissatisfactory customer support, it is surely costing you your customers. That means ten poor customer service experiences will result in a minimum of 160 other people viewing your business in a negative light. In addition, this may also be preventing you from attracting new customers through word-of-mouth referrals. On the other hand, the average person will share a positive customer service story with nine other people. In other words- the importance of strong, productive customer support will make a difference. Hence, strive to always provide satisfying customer service to your potential and current clients as well.

Website Design Issues

Nowadays, more than ever, there is an expectation for clean website design. You might have a great product, but pairing it with a poor website can discourage most people. The truth is people associate websites with product quality. Hence, you need to have a site that looks clean and performs well. If you need assistance with setting or updating your website, consult our agency experts. Click to schedule a free meeting with them and see how they can help you out on your journey!

Lack Of Persistence

Your first cold calls to prospective clients maybe won’t initially turn into paid work. Sending out a single email with an offer to sign up for your program is not going to be enough. However, they will help to get the word out that you are available for work. But in order to reach your clients, you will probably need to make an offer multiple times. For instance, at least 3-4 times and sometimes even more. Eventually, some of those cold calls could turn into paid work. The truth is, the most compelling offers must be presented multiple times to an audience. The majority of your audience will be too busy to care, or even read your email. Thus, don’t expect work to get clients as soon as you announce that you’re in business. Instead, consider reaching out several times to get your audience intrigued by your offer. Moreover, keep checking in politely with prospects, and eventually many of them will convert.

Incomplete Market Positioning

The only way to position yourself as an expert is to speak up. This includes writing, creating videos, hosting teleseminars, webinars and podcasts, and giving public talks. Speaking is how you gain credibility and status in your field – and this is essential to attracting clients. Hence, choose at least one of the options above and start doing it consistently.

Poor Sales Process

When selling to businesses or working with larger contracts, the sales process is absolutely critical. To succeed, you need to have a strategy when it comes to selling your services. People need to know you before they buy from you. In other words- you have to demonstrate your value to them. You should have a well-defined, step-by-step process from someone checking your website to them becoming a client. Creating this process will allow you to find the areas along the way where you can improve.

Disruptive Competitor

Finally, it is possible that another business is offering a more attractive service. Consequently, their company is stealing your law firm of customers. Therefore, it is important to understand the competitive landscape around your services. A good way to determine this is to speak with people in your target audience. For instance, ask them about the solutions they currently use and why they chose them. If a disruptive competitor is out there, you will eventually learn about it through speaking with customers. Furthermore, look for ways to differentiate yourself and even check out your competitors for inspiration. Don’t copy them but rather pick up some tricks that can help you stick out.

Conclusion

To conclude- there are numerous reasons why your business is unable to attract enough customers. Some of these reasons may be unique to your industry. However, many plausible explanations are shared among businesses of all kinds. Before looking for less-obvious answers, be sure to review the reasons listed here. Accordingly, check if any of the common mistakes outlined are causing your business serious challenges. Furthermore, fix them and see what happens. Moreover, give it some time. Once you start getting visible results, do more of it. It will get easier over time as your success builds and you stay focused on those you serve. If you want to work with someone to help you put all the pieces together, contact us! Check how we can help you out and schedule a free consultation with our experts!

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Learn how to identify and define your law firm brand attributes.

Law Firm Brand Attributes [How To Define Them]

Learn how to identify and define your law firm brand attributes.

Introduction

Law firm brand attributes are the core values that define the overall nature of your company. They represent a set of features that highlight the physical and personality aspects of your brand. These attributes are developed through images, actions, or presumptions. In addition, they help to portray the brand characteristics of your company. Ultimately, they can assist you in formulating your law firm’s brand identity.

“Attribute” comes from the Latin “ad” and “tribuere,” meaning “to assign.” Thus, a brand attribute is a quality that you intentionally assign to your brand. Attributes are assigned to the brand by those who experience it, hence, the audience. Specifically, your audience develops a collective understanding of who your brand is and what it represents. Over time the attributes associated with your brand become part of its reputation and identity.

Brand attributes are developed in the process of creating a brand strategy for your business. Moreover, they represent a foundation for creating your visual identity. Specifically, they will be reflected in the colors, shapes and overall feel of your brand. Ultimately, they will give you a distinctive competitive edge to your brand and attract clients to your business.

Brand attributes can be split into two categories: hard and soft. Hard brand attributes are your name, logo, and slogan. They also involve your vision and your mission statement. Finally, they include what your website, service and content will look like. In general, they stand for everything you have total control over. On the other side, soft attributes involve your credibility, consistency, uniqueness, appeal, and transcendence. Even though you have control over them, soft attributes shape themselves based on your values and company culture.

A Strong Brand Should Have The Following Attributes:

Relevancy

Your brand must be relevant in order to be considered strong. Moreover, it must meet consumers’ expectations and persuade them to purchase your service. That way your brand will form an emotional connection with the existing and your prospective customers. Consequently, you will generate a higher amount of sales and profits. Ultimately, your brand should be able to understand and solve your customer’s problems through its services.

Consistency

A consistent brand signifies what the brand stands for. Consequently, it builds customers’ trust in your brand. For a consistent brand, align your company’s messages with your unique value proposition. Furthermore, your brand must be consistent with its service offerings. In addition, your services should meet the needs and demands of the customers regularly. Ultimately, they are the only factor of trust between your brand and your audience.

Proper Positioning

You should properly position your brand on the market. That way your audience will choose it consistently over competitor brands. Furthermore, your positioning should be aligned with the offerings, nature, and objectives of your brand. Hence, decide on your brand positioning objectives in the early stages. For example, you can choose to offer high-quality services. Or you can have affordable prices as compared to the competitors.  

Sustainability

A sustainable brand drives an organization towards innovation and success. Thus, your brand should be sustainable to survive and thrive in the industry. For instance, come up with innovative ideas regarding your service. In addition, strive to constantly improve and adjust your marketing tools accordingly.

Sustainability is one of the important law firm brand attributes.

Credibility

A strong brand should fulfill the law firm brand promise to its audience. Moreover, your brand should be seen as a credible and trustworthy name in the industry. Hence, strive to offer services that match but also exceed the expectations of your customers. Also, attempt to offer excellent customer service and an overall customer journey experience. In short, reflect credibility as your attribute in everything you do.

Inspiration

Your brand should inspire and transcend the category it is famous for. In addition, it should function as a source of inspiration to your employees, stakeholders and customers. Hence, strive to employ innovative technologies and the latest trends in your offerings. 

Uniqueness

Your brand should be different and unique in order to be perceived as strong. In other words- it should set your company apart from other competitors in the market. Hence, make your offering unique in comparison to your competitors’.

Appeal

Finally, your brand should be attractive. Customers should be attracted by the promise you make and by the value you deliver. Thus, strive to always fulfill the promises you make to your audience.

Why Do Brand Attributes Matter?

Having a strong set of brand attributes makes your brand stand apart from the competition in the market. Therefore, make your offering unique and appealing to your current and future audience. In addition, strive to provide the best customer service experience. When you have well-defined brand attributes, it is easier to decide on your brand positioning. Accordingly, it is easier to portray your brand identity in the market. Consequently, marketing techniques and promotional tools will be easier to choose when promoting your company’s services.

Surely, the strong set of brand attributes will bring along success and huge profits for your company. Ultimately, it will give you the confidence to launch new services. Similarly, there will be a strong brand recall factor amongst your customers. Having strong brand attributes will also impact the pricing factor of your services. For instance, you can choose to position your brand as a premium. Your audience will support you, as they have already gained trust in your brand.

How To Define Your Law Firm Brand Attributes

Defining your law firm brand attributes can help you cultivate a consistent brand. Moreover, it can assist you in solidifying your brand positioning amongst competitors. Take the following steps when articulating your law firm brand attributes:

1. Connect With Your Core Values

To start, define your company’s core values. Ask yourself what changes or impact do you want to make on the world? Next, translate your values translate into brand attributes. For example, these values-based brand attributes could be charitable, open-minded and compassionate.

Consider your company culture when defining your law firm brand attributes.

2. Consider Your Company Culture

The type of culture you promote at your organization can carry over into the brand image you project.  Hence, your values have to be practiced by everyone who works with and for you. Ultimately, these people will be the ones carrying it out in the world. Hence, you might choose a culture-inspired attribute like curious, innovative and ambitious. Another example could be smart, reliable and knowledgeable.

3. Link your values to your service

Next, connect your values to the services your offer. Linking your attributes to your service will help you set yourself apart from your competitors. For instance, use your unique selling proposition to communicate the attributes you want to embed in your brand. Consequently, you might choose attributes such as sustainable, efficient and exotic.

4. Understand Your Audience’s Personality

Your audience has their attributes and personalities that define who they are as well as what they’re attracted to. Hence, it’s important to understand your audience and their personality. The more you understand your audience, the more effectively you can develop attributes that will appeal to them. Start by describing the attributes of your potential customers. What traits do they share? Could it be, for example- organized, local and simple? Or maybe- family-oriented, intelligent and caring? Afterward, strive to embrace these attributes to provide them with a personalized experience.

5. Include The Emotional Side of the Brand Experience

Consider what emotions your target customer experiences before finding your company. Next, focus on the emotions your customers will have after using your services. In addition, think about what emotions you want to bring out during their brand experience with your services. This can lead you to identify brand attributes such as empathetic, intuitive and optimistic. Or, in the case of your client’s emotions- happy, understood and calm.

6. Translate Your Results Into Brand Guidelines

Finally, capture everything you know about your brand attributes in your brand guidelines. This will involve translating your brand attributes to your brand voice and visuals. In short, your brand voice is how your business sounds to others. Thus, your brand voice can sound creative, friendly or exciting. During this step, consult experts about the selection of words, colors and structures that will provoke certain emotions. Consequently, set the foundation of your brand messaging strategy that revolves around your attributes. This will, ultimately, create a strong brand for your law firm.

Conclusion

After going through these steps, you will likely have too many words to choose from. At this point, choose one keyword from each of the steps above. Remember, these characteristics will be important for designing your logo, business cards, website etc. Once your brand attributes are defined, make sure all your elements align with them. For example- your brand colors, placements, typography, and design elements.

As a result, you will achieve brand consistency in how your brand sounds, looks and feels to others. Your brand attributes will ultimately shine through in your actions and how you choose to present yourself. This will include your communication, but also your visual design. Hence, create clear guidelines on how you will communicate your attributes through content and other channels.

Afterward, communicate your unique attributes traits consistently through your branding and marketing material. As a result, you will claim a unique position in the market and in the minds of your customer as well. Consequently, you will be their to-go brand when they encounter a problem or an issue. Learn how to get started with your law firm and the steps you need to take when launching your practice. 

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