As the dust begins to settle on the new EU data regulations, have you thought about how your firm conducts marketing after GDPR? In the run up to 25 May, you will have reviewed your practice’s privacy statement and reassured your clients that their data is held responsibly, but it’s now a good time to also consider how your firm’s marketing plan could also be affected.
By now, you’ve more than likely already asked your contacts to opt-in to be contacted and seen your database shrink. While it’s important to remember that these want to hear from you and will be more fruitful in the long term, how can you continue to grow as a firm if you can’t directly contact as many potential clients as before?
To help you re-think how you attract new clients, we’ve collated six traditional marketing methods to help you that you may have overlooked in the past – from print and PR to digital advertising and social media.
Some of your contacts will now only be reachable by post, so sending good quality creative flyers, leaflets and offers may jog their memory about your services. There’s a fair chance that many of them haven’t opened any of your e-newsletters for years and this change of tactic could work in your favour.
PR & events
Thought this timely practice was outdated? Think again – it’s time to embrace networking. Consider the kind of events you enjoy going to, what you liked and why. There’s nothing wrong with a glass of fizz and some chatty clients to get a networking event started! If the event has a memorable name and sufficient PR efforts have been made, your firm will gain clients at best and great PR at worst. Gin and GDPR anyone?
Try placing some online adverts, like placing banner ads on a site your target market regularly visits. The content creation for these can be relatively inexpensive as there are some great free tools out there, so you don’t have to outsource a graphic designer. Running the ads can be the expensive part, but at first, it’s worth testing a few ads on a range of websites to find out which one brings you the most business.
For any spare budget, try a selection of paid sponsored posts to hit your desired audiences. Analysis is key – you may be surprised by which platform proves the most successful in driving traffic to your practice’s website. Using social media management software with pre-authored posts can solve the challenges associated with sufficient content and analysis. Take a look at any influencers you follow and see if you could do the same – you’re more likely to be invited to represent your firm at high profile events if you’re social savvy, which is free PR for your practice. Social selling can also boost brand awareness by using staff to spread the word through their own online networks.
Google advertising and search engine optimisation
Make your website work harder by bringing yourself into the new digital age – it may be the most effective thing you ever do. You may not understand HTML, SEO and keyword optimisation, but it’s worth finding a professional who can work their magic on your website. You could also start a blog – with the right keywords, you could attract clients to your site without paying a penny.
Word of mouth
You probably already receive many referrals from happy clients, but how can you this maximise word of mouth marketing? You could offer your client base an incentive, such as a £50 shopping voucher, so that if they pass on your information and, in turn, that person becomes a new client. It’s a win-win result!
There are many more methods to consider such as radio and TV, but you don’t have to spend big to get results. It’s a matter of trying and testing the methods that work for your practice and making sure they’re all GDPR-compliant.