“We want our marketing program to be client focused.”
At Jaffe, this is one of the top requests from the in-house legal marketers we advise. It is the right strategy to have, but it can be a challenging one to execute. That is because, too often, client-focused marketing strategies are based on assumptions made by those serving the clients, rather than information directly from the clients themselves.
So how do you get the perspective of the client? You talk to them.
Through client interviews, law firms can get feedback about a variety of marketing and business development initiatives. The key to quality results is standardizing and systematizing the client interview process — important information can be missed if you don’t ask the right questions. Furthermore, failure to organize the process can result in a lack of follow through.
Here's how client interviews can help your firm.
- Branding: Your brand is defined by external perceptions, including those of your clients.
- Client Acquisition and Growth: Feedback about client satisfaction and opportunities to improve client service is critical to retention and growth.
- Content: Asking clients directly what kind of messaging and language speaks to them can be a great way to develop effective positioning statements.
- Email and Social Media Marketing: How much email outreach is too much? Are your social media posts going unnoticed, and if so, why? Asking your clients about these channels can help you adjust your efforts.
How Can Jaffe Help Your Law Firm with Client Interviews?
Jaffe helps law firms gain greater insights into their marketing and business development strategies by assisting with all aspects of client interviews. Our business development and marketing strategists can manage the entire process, from devising questionnaires to going out and speaking with clients to developing reports with clearly executable action items. For law firms that prefer to conduct the interview process themselves, Jaffe can consult about drafting interview questions, assist with project management or provide analysis of client responses. Our goal is to procure the most-relevant information from your clients to inform your firm’s future success.