Marketing in the digital age is quite different from marketing 20 years ago. The advancements in technology now mean there are a lot more ways to reach an audience but consumers are also plugged into multiple devices and are exposed to significantly more marketing messages.
Cutting through the marketing noise is one of the biggest challenges of modern day marketing. Personalisation is one way forward. It helps to stand out and deepen the relationship you have with your existing clients.
Furthermore, clients are seeking more personalised experiences and expect a higher level of service. If you want your clients to become your biggest advocates, you need to keep up with their ever-changing needs and demands. In doing so, you can retain more clients and gain more referrals.
Engage through every interaction
An omnichannel strategy is crucial for firms to succeed in the current business environment. Clients must be satisfied with all facets of your firm – face-to-face service, over-the-phone service and ease in booking appointments, navigating your website and using your self-service tools.
Every touch point is a chance to impress your clients and seamlessly allow them to move onto the next communication channel. Providing consistent experiences is key – you cannot expect clients to be happy with your service if they struggle to book an appointment during office hours because your line is busy despite the fact that you offer great legal advice.
Focus on the user experience
Having a website is no longer enough. Most service-based businesses are incorporating self-service options for their clients.
With self-service technology, a client’s needs are responded to in an immediate, personalised way. For law firms, providing clients with an option to book appointments online, make an enquiry, pay their bills online and collaborate on a document with real-time updates when it suits them best is simple with a Web Portal.
Challenge ‘change resistance’
Personalisation is no doubt the way of the future for marketing. But personalisation involves utilising technology to provide client solutions. You are likely to encounter resistance from either staff or some of your client base as you introduce new technologies. The key is training your staff and clients and educating them why you’re introducing new technology and the benefit it has for them.