Lance and Linda Lawyer are sitting in their conference room enjoying a brief respite from their busy practice when their associate, Aaron, comes to the door.
“I just spent an hour on the phone with a client concerned about veterans’ benefits,” he said. “I’ve had three requests for information this week.”
After acknowledging that focused and measured marketing strategies work best, the group decides to put together an integrated campaign on this topic.
An integrated marketing campaign is an approach that ensures all forms of communications and messages are carefully linked. At its most basic level, integrated marketing means coordinating the marketing tools to work together on a single topic to satisfy the current interests of clients and prospects.
Here, the topic is veterans’ benefits. The aforementioned group decides to launch a month-long campaign that includes:
- Weekly blog posts on the topic.
- E-mail blasts to clients announcing the campaign’s current and future posts.
- Client alerts to changes in legislation.
- Linda will talk about the campaign in her next podcast.
- Lance will announce the new campaign in an upcoming speech to the Rotary Club.
- Aaron will publicize each post on his Twitter feeds and on the firm’s SBM publications page.
The firm’s website will include links to articles and blog posts on the topic, and the firm will promote the campaign on their Facebook business page.
Benefits of integrated marketing
The uniformity of your message raises brand awareness and trust and leads to clients thinking of you when they are ready to use your services or make a recommendation to a friend or colleague. The campaign can establish you as an expert in your area of practice.
Integrating your campaign helps streamline your process. By communicating consistently over many channels, you reinforce your message. Repeating a single message over all channels is less complicated, and the ability to repurpose graphics and content can save time and money.
Measure the campaign’s success by reviewing analytics and asking new clients how they found your firm. Once you’ve successfully completed one integrated campaign, future campaigns will run smoothly.
Roberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of The Mentor, SBM Master Lawyers Section newsletter.
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