I’ve spent a lot of time talking about how to use “human” or “manual” marketing with only your VIP list - your top 20-30 referral sources. In theory, this frees you up from the time vampires who are sucking your time away with marketing that probably won’t have a good return on investment.
But, what about the rest of your clients and professional referral sources? How do you nurture your relationships with them? This is where we turn to the other method of marketing. We’ll use automation to market to the rest of our list.
We start by thinking about the people on our list as our “flock”. We need to move beyond seeing clients simply as contacts and start seeing them as relationships that need nurturing. These are relationships that we are responsible for. Why? Because these are the relationships that will bring us the most business. These people will help us, by us helping them.
When some lawyers market to their contacts, they can “burn the list”. This is basically sending out a bunch of useless garbage to your contacts, causing them to not want to hear from you. To leave the list.
We want to get away from this model by creating a consistently valuable experience for your flock so that they can be guided by you when they face a problem that you can help them with.
Think: when you send your flock some marketing, are you helping educate them? Are you building relationships by sharing in personal things about you? If neither of those are true, then reassess the marketing campaign.
You're helping to shepherd them to a good solution whenever a solution that you offer is there. If you’re not the right solution, that means helping them find the right solution.