with cutbacks at firms across the nation, professional services marketers are focusing on the basics.
here are the first four steps to doing it right, from bruce w. marcus, a legend in the business.
- pare down your marketing activities to focus on practice development. yes, it’s true that traditional marketing activities that build reputation and name recognition build a foundation for building a practice, but those activities of themselves rarely get clients. good for the firm ego, and as a foundation for practice development, but a long way from the bottom line.
- focus on the prospective clientele. here is where target marketing rules.
- sit down with the partners who are decision makers and determine the two or three or four (no more) practices that offer the possibility of being more recession proof than the others in the firm. this is not to say that the other practices should be ignored – but when you are talking survival, you fish where the schools of fish are – not the strays.
- working with the partners serving those practices, determine which services within each practice are the likeliest to be saleable to the target audience. and to produce the largest revenue.
more at strengthening the thread.
