When most attorneys think of marketing, they think of websites or advertising in the local paper. Good marketing, however, must encompass so much more. It must also take into account the many ways in which you connect with prospective clients, current clients and colleagues during all of your daily interactions. These interactions are often referred to as touchpoints, and they, much like your marketing efforts, should be evaluated and improved on a regular basis.
Identifying Your Touchpoints
In identifying your touchpoints, take time to carefully review each of your transactions in any given week. Even the seemingly minor details (e.g. your fax cover sheet) should be added to your list. You’ll likely find that you have several categories of interactions or exchanges:
- In-person meetings
- Email exchanges
- Telephone calls
- Paper mail exchanges
- Fax transmissions
- Online meetings (Skype, Google Hangouts, etc)
Once you’ve made a list of the types of interactions, it’s time to identify the various touchpoints associated with each. A few examples are below:
- Email exchanges
- What email address is used to send?
- Email signature
- Quality of messages (do you have certain guidelines for support staff who are sending out on your behalf)
- Automated messages sent out for event registrations or special reports
- Paper mail
- Stationery used (envelopes, letterhead, notecards, etc)
- Are any personal touches infused (e.g. hand written noted from attorney)
- If the client is expected to return something, do you include a pre-addressed and stamped envelope?
After you’ve taken the time to identify all of your touchpoints, it’s time to make sure they are projecting the appropriate image to all who come in contact with your firm. Consider the following:
Is it professional?
A voicemail message that has terrible audio quality or a reception area with peeling paint can make a terrible first impression on a prospective client or referral source. You should be proud of absolutely everything that comes out of your office, or takes place within it. Stakeholders notice the details, you should too!
Is your branding consistent?
Far too often, firms develop a professional logo and add it to the website and letterhead but fail to fully integrate the graphic into all touchpoints. To ensure your branding is consistent (and easily recognizable), it should be added to every last touchpoint. This includes your fax coversheet, email signature and even your inter-office memos.
Does it showcase your strengths?
This can be the most challenging part of improving your touchpoints, but it’s one that should be carefully considered. Just like your website should showcase how you’re different, so too should your touchpoints. In some cases, this may just mean including your expertly crafted tagline. In other cases, you might be able to do a bit more. For example, if you stress your accessibility, you might consider including your cell phone number or even your Skype name on your letterhead so people know that you back up that statement by staying connected.
Once you’ve assessed, and improved, your many touchpoints, make sure that every member of your team is aware of the updates and clearly understands your goals so they too can help to perpetuate the professional image that you’ve created.