make your marketing more bespoke

It doesn’t have to be expensive, it just requires a little more thought:

1. E-newsletters – when your standard e-mailed newsletter goes out each month, think about one or two of your key clients and what aspects of the newsletter particularly relates to them, then send them a copy yourself, with a personal message saying what sections they should read and why it will interest them.
2. Case commentaries – again, if you are sending out a general e-mail/mailshot about a change in the law, send a copy to a key client with a few words about which particular aspects should interest them and how it will affect their business.
3. Social media – if you have one particular key client that you want to concentrate on and you are already keen on social media, how about a personal secure twitter account for only them to follow?  It’s not difficult to manage multiple twitter feeds (with a tool such as Hootsuite) and they may appreciate receiving only the relevant stuff, not your firm’s general broadcasting, and that way you can converse with them more easily.
4. Training – offer your key clients personalised training sessions.  This is an easy one for larger clients and many firms do it, but what about offering something more personal to a smaller number of people?  Ask them what topic they need help with and what type of session (lecture, workshop, desk-based practical) would suit them.
5. Most importantly, speak to your client regularly and ask them what is vexing them at the moment and whether you can offer anything to help, and ask for honest feedback about previous sessions to help you to continually improve.

And of course once you’ve done this, remember to reduce, reuse, recycle and think about all the many other ways that you can extract the most value from the knowledge you have created.

For personal advice and help, visit TheKnowledgeBusiness, or if you prefer to DIY, get your own copy of “Knowledge Management Handbook” from Law Society Publishing here.

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