What makes a marketing campaign unique?
The imagery, the messaging, the advertising locations… all of the above.
I first met Postali at the Lawyernomics Conference in Las Vegas, and was captivated by the website they had up on a monitor. Jim Christy, Postali’s CEO was attending the show and shared success stories and unique projects they had recently completed for their clients. One of them was a spectacular website with live shots of employees moving around in the law firm’s conference room.
Definitely not something you see every day. A website that made you pause and take a second look. The website helped not only achieve the law firm’s goal of showcasing the role of each team member in a unique way, but it also provided proof that Postali’s services weren’t limited to just digital marketing or billboard ads.
In fact, they are one of the only providers with an in-house video and photography team. Which puts the level of detail and sophistication they can provide with websites, and multimedia campaigns levels above most providers.
When I spoke to Jim, he shared some characteristics of their law firm clients as being, “Open-minded, forward-thinking, and proactive with a willingness to grow.” He continued, “ Even with an outside marketing agency, the firm’s involvement and buy-in of the marketing strategy are integral to the success of most campaigns.”
While these might seem like common traits, they are actually not. I speak to a lot of managing partners that insist that the marketing they have been doing for years is effective, yet the number of clients and referrals at the firm are dropping.
Postali’s goal is to deliver a spread of services that will increase visibility and conversions for the law firm. A combination that may differ totally from what the firm has done in the past, also known as change. This change may take the form of direct mail campaigns, logo development and branding, search engine optimization, media relations or paid search and paid social media.
When spending a significant amount on marketing, shaking it up doesn’t always sound appealing. Which is also why every campaign dollar spent is done so with complete transparency. The team documents and is transparent with costs, results and recommended changes to keep the arrows moving up and to the right.
Budgeting for Success
Marketing dollars can return a tremendous amount if the leads are accurately tracked and managed appropriately. One thoughtful recommendation, and near requirement for Postali is that the law firms they work with must have the back-office systems in place before any work can begin.
Such as; a CRM, Case or Practice Management system, receptionist coverage during and after business hours, live chat and other follow up related tools. A conversation that’s usually an afterthought when leads are falling on the floor and the marketing bill is up to be paid. A rule that should apply not just to Postali customers, but all law firms. The importance of having these basic systems and tools will make or break your success.
Offerings and Partnership Options
Postali provides the following services, but consider this to be a partnership not a summer fling. With any good relationship, things take time, effort, and trust. They can work directly with someone in your office already managing marketing, or you can outsource the management of your entire marketing budget to them, under a program tailored suit your needs.
Branding, Collateral, Websites
Start with a one-time project such as a website, or provide them with a budget to create everything from your logo to corresponding marketing materials for your office.
SEO, Paid Search and Social Media Advertising
Once you have determined a budget, which the team can help you estimate based on your current revenues and goals for growth, Postali will manage and report on your campaigns and organic search performance. For all platforms from Bing to Google, Facebook, YouTube and more. Then, they will suggest changes, and continuously optimize them for performance. Which can only be done if you have the systems mentioned above in place.
Legal Content Writing
Postali’s team will translate your practice areas into web-friendly content that compels website visitors to call your firm. Think attorney biographies, information about state-specific laws or a blog post detailing the complexities of a personal injury claim process. Their writers have law backgrounds and will craft website content for you to review. Every website comes with a customized content plan for your practice areas and geographic market.
Want to book a TV or Radio spot to promote a Turkey Giveaway to your local market? Postali will make it happen on your behalf or work directly with a PR agency of your choice to help get the word out. They’ll also actively seek media placements that help establish your firm as a subject matter expert in your field of law.
Inhouse Video and Photography
Another mention of this unique skill-set because it is truly a difference maker. If you are going invest in a knockout website, going the extra mile with video and professional photography can make a difference.
In Closing – Ask yourself… Do you really want to grow?
Business growth takes time and commitment. It’s a marathon, not a sprint. Postali can provide every resource you need to stand out, differentiate and establish a presence in your local market. However, it’s up to you to put the systems in place to make it worth your investment and be open-minded enough to try something new.
So, if you are ready for a fresh approach, creative ideas, and want a true partner for your law firm, reach out to Postali. To learn more about Postali:
Visit their website: https://www.postali.com/ | Give them a call: 1-800-667-3612 | Send them an email: firstname.lastname@example.org