Running Law Firm Webinars For Your Clients/Prospects

Hot Spot

(What is a hot spot not? Duff marketing)

The Hot Spot is the place to showcase some good or innovative marketing, to help you to think outside the box for your own benefit. If you have had any success with a marketing campaign, or you have seen a good campaign run by someone else, please send it to me on m4s@samsonconsulting.co.uk so that I can include it in this section.

When was the last time you ran a webinar for your clients and prospects?

When Was The Last Time That You Ran A Physical Face To Face Seminar?

When was the last time that you sent something in the post to your hot prospects and clients?

Email becomes less effective due to the sheer volume of it that we all receive now, whereas on the flip side we all receive substantially less in the post than we did some years ago. This creates an exciting opportunity for you to stand out from your competition.

Peninsula are one of the new competitors for people providing employment law services. They provide a packaged, fixed price monthly service covering employment law issues, Human Resources and now I note from their website also Health & Safety issues.

For a fixed price they provide the following ‘peace of mind’ service:

“Peninsula is the leading provider of employment law and health & safety services in the UK. Some of Peninsula’s 30,000 clients have Peninsula run every aspect of their HR, employment law or health & safety, from implementing contracts and documentation to managing redundancies and representing them at tribunal. Others feel secured by our 24 hour advice service and the insurance against legal costs that employee issues can bring.”

People generally either pay to get away from a current problem or to avoid the problem ever arising in the first place. Peninsula are in the first category, although I would hazard a guess that a lot of people first use them when they have an employment or HR issue which needs sorting out quickly.
So, it was with interest that I received this invitation in the post from Peninsula to attend a face to face event at a nearby hotel.

Here is the mailing I received in the post:

NPJ THERE IS A PICTURE HERE.

Notice that nowhere during the direct mail invitation are Pensinula’s services promoted or even mentioned. The invitation is all about encouraging me to attend the event as a business owner. Peninsula are pitching to their ideal clients and covering topics which I am sure will resonate with most of their audience.

One of them stands out particularly to me:

“Managing and improving employee behaviour such as performance, attitude and attendance.”

I wonder if they read my Extreme Close Up this month?

I wanted to show this direct mail piece to you for two reasons:

  • To make you think about how (not if) you can use Direct Mail marketing to generate new clients or new referrers of clients; and
  • To help you to think about the fact that writing to your clients should not always be about your services, but should also cover the issues that affect your clients on a day to day basis that are linked to the services that you provide.

For the latter point, please remember that you do not have to provide the talk or create the webinar. You can bring in an expert if it is not related to your area of expertise. You gain the goodwill from putting this person in front of your clients, whilst the expert is happy to be put in front of future potential clients.

How Could You Use This Tactic For Your Practice?

Here are some ideas to get you started.

Conveyancing

Topic: How to sell your property for the maximum price possible and to move quickly.

Expert: Property makeover specialist.

Employment Law

Topic: How to hire staff without paying huge recruitment fees.

Expert: Online recruitment website

Business Law

Topic: How to build your business for a successful sale

Expert: Business sale broker

Commercial Property

Topic: Renting or buying your next office premises

Expert: Commercial agent.

Summary

Getting something in the post to your hottest prospect is a smart idea.

Teaming up with an expert who already has your potential future clients and presenting something with them has the potential to double the power of your efforts.

How can you use this to promote your practice this month?

I am happy to discuss your ideas in the Marketing4Solicitors LinkedIn Group if you would like to bound them off me.

Claire Johnson

Nick is a fountain of knowledge, tried and tested personally. He has that rare gift of not making you feel daft for asking any question. After our consultation I felt far less like a rabbit in the headlights and far more empowered to climb the marketing mountain successfully.

Carl Atkinson

I have enjoyed working with Nick over the past couple of years and his advice has helped me manage and improve the marketing of my business.

Nick has provided many helpful and practical suggestions to improve my marketing strategy and I am happy to recommend his services.

Tim Bishop

As the owner of a small to medium-sized law firm, I have found that Samson Consulting’s Marketing4Solicitors monthly newsletter has proved absolutely invaluable throughout the last three years or so. Of all the marketing advice I’ve had over the years, this has proved by far the best value – bringing us tens of thousand of pounds of extra work every year.

One of the best tricks Nick Jervis [who owns Samson Consulting] uses, is not only to identify the kind of marketing actions a small or medium-sized business can take themselves, but he also explains why it works and most importantly then takes you through, step-by-step exactly what you need to do. As someone who is passionate about growing my business, I really look forward to receiving Nick’s excellent newsletter every month.

It’s worth pointing out that initially I was sceptical about his promises – so many marketing businesses promise the earth. But within a couple of months I was absolutely convinced he was right and I have been hooked ever since.

I recommend Nick Jervis and Samson Consulting without any hesitation whatsoever.

Iain MacDonald

Excellent consultation very practical and straight forward planning, positively and optimistically reimagining a small law firms prospects.

Mark Shepherd

I have worked with Nick for many years. He is an excellent consultant and helps law firms and businesses attract the clients they are looking for. Highly recommend.