As small business owners, whether service based, product based, or otherwise based (see making money online or some variant of home based business) it is easy to get locked in to one way of doing things, including marketing, that ends up squeezing out other productive marketing methods. As a DUI defense attorney, I am all too aware of this.
Though I am a service based business, I am like many other businesses out there, and unique to the profession of law. Most of my clients I only see once in their lives (hopefully). Most people that get into trouble do so once and never do so again. That means I must constantly be refreshing my client base. Repeat customers simply aren’t a feasible option.
To begin, I focused much of my marketing efforts online. I dabbled in SEO before launching my career as a DUI defense lawyer, and understood the basics of climbing the search engines organically. I threw myself into it, but soon found out that in addition to the organic search, there were other opportunities I couldn’t overlook, namely Google Local and adwords campaigns. Singly each may be somewhat successful, but together they tend to build on each other.
As that was going on, I began to think of ways that I could expand my marketing efforts outside the realm of the internet. And I quickly realized a couple of things. First, past clients love to give out referrals if they feel like you did a good job for them. And second, there are a lot of people out there interested in information you are an expert at.
To capitalize on this I formulated a monthly postcard sent to all former clients with a “tip” on how to deal with the cops. It has all of my information and helps to remind them that I’m out there, not so much for when they get in trouble, but for when their friends, family, and coworkers get in trouble. I also set up speaking engagements where ever I can, including fraternities, bars, chamber of commerce meetings – anywhere. The topic? How to deal with the cops.
In the end, if you want to be successful at your business you need multiple marketing and money making methods. If you are service based it includes the things I talked about. If you are trying to make money online it might be adsense, affiliate sales, and product sales. Whatever it is, diversity is the key to success.