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The articles here will give you everything you need to plan, design, develop, market and maintain your website, if you have the time required – Enjoy.

Sales cadence do you have one?

Sales cadence MeanIT Web StrategyHow do you connect with potential new customers?

Your ‘sales cadence’ is basically a sequence of activities, where you connect in some way with potential customers. If we were to believe the figures from CEB in the USA we need to connect with potential clients about 12 times before we ever get a chance to pitch for any sale. That figure may seem way too high to Irish sales people, but it probably includes many social media touches, because social media marketing is a much bigger thing in the USA.

Marketing techniques used in sales cadence
Whilst it is great to see companies invest in their marketing the truth is that many people blow the budget with scattergun precision. They advertise to everybody with a beating heart in the hope that somebody will connect with them. Some through television or radio, some through printed media including magazines, trade journals and newspapers, others exclusively through digital channels.
With a bit of attention to figures it is possible to invest less money and time to get better returns. Instead of a scattergun approach the marketing emphasis should be directed to whichever market sector is actually proving successful for you currently. Look at your past orders and determine where the sales were coming from, rather than guessing or hoping. Get to know your numbers inside out.
Regardless of how you do your marketing, you will still have a cadence of some sort. Initially you may write a physical letter to potential clients or send them an email introduction. Then you may use printed media or social media marketing to get in front of them and be seen. But after that you may make a phone call or even pay a visit, maybe do a demonstration. Many companies will advertise through social media or Google Adwords to get people to their website, at which point they may offer a free guide or cheat sheet in order to get contact details. With contact details at hand, they could then send an email to follow up with a phone call or post out samples or arrange a meeting or that product demonstration. This is their cadence or flow, which they study and try to perfect with lots of practice.

What is your sales cadence?

You may have one and simply may not have documented it yet. Or maybe you just do it in a slapdash way. In which case it is time to look at the way you are doing things and work on getting a cadence that works well for you. If you need to, then by all means niche down your target market and focus your advertising on a smaller number of potential customers. You will spend less money and have more time to connect with the right type of client. When you get this right you get to the point where your measured input will deliver a standard expectation of output. For example if you email every bakery to promote your self raising flour, then follow that up with social media advertising or placement that is directly marketed at them through remarking to create brand awareness. Then you can make a call to arrange a tasting, a demo, a meeting, whatever it takes to prove that you can add value for them. Once you have the cadence right, you will be able to work out what return you get for your input. At that point you can do more or less of the same to increase or decrease leads generated and sales made.

WOMM – Word of Mouth Marketing
Most of our own business comes from word-of-mouth referrals and from existing clients, with a good percentage also coming from our own website. Therefore we have a cadence for each of the three processes that get us leads. If you are reading this article, then you are seeing part of our cadence through our Monday Mailshot or on our own website blog. Likewise, many of you will see our advertising in your social media stream. And, IF you are a potential client you can expect an email and then a phone call, if we feel we can add value to your business. Say yes and we will promise to ad value – guaranteed !

Our secret sauce sales cadence

There is no secret to our sales cadence. The trick is knowing which potential clients we can add value for, before engaging in the emails or phone calls or meetings. Again, to use statistics from the USA most salespeople have a 20% success rate when they get to make an actual sales pitch. If they could focus their advertising and improve their sales cadence, there is no reason why they could not double their sales with the less calls or pitches. Being a busy fool will not generate more sales, it is a waste of potential selling time. So get your sales cadence right, to reduce your overheads and increase your sales, as well as shorten the sales cycle. If a kicker in soccer only scored two penalty from ten attempts, he or she would be replaced, as a 20% strike rate would not be accepted from a professional player, never mind a professional sales person.

Do you want more traffic?

Hi, at MEANit we help 40 ‘Professional Services Businesses‘ to be effective online annually. Will your business be one of the 40 in 2022?


Written by Michael MacGinty

Michael is a well known speaker, author and coach on how to use the web to grow a business. He is also WP Elevation certified as a Digital Business Consultant.
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A Web Presence Checklist, for the senior partner

12 things to oversee the web presence for your legal practice

LinkedIn including company profile page and personal profile for you and all employees. Post some articles about your services, giving some useful advice, sharing insights or sharing industry news. Connect with logical potentially good connections. No sales pitch, just hello with a short line to make the connection, like swopping a business card at a networking event. Read our Linkedin Guide.

Facebook – keep it a basic entry for the practice just to turn up in Facebook in search or get reviews. You could use it to get reviews from people who spend a lot of time on this platform. Or use Facebook to advertise your services, if it is right for your target market.

Website focusing on the services that you want to specialise in, the ones that make you the most margin and that you are happiest to deliver. Bear in mind that you can offer services that you do not personally have to deliver, but make you margin. You do not have to deliver you do not necessarily have to be involved in the process whatsoever. Who is responsible for your SEO Search Engine Optimisation? Read our Guide.

Include SSL – This is the little padlock that appears on the top left corner, to indicate the site is safe. This is not just for eCommerce websites.

Google Business Profile – Have you got one? Is your Google Business Profile profile populated, as in photos, service details, opening hours, blog items, reviews. Independent Google Reviews are fuel for your practice. Get as many as you can. Remember to reply to every single one of them. These are happy clients or people who are in need of attention. Read our Guide.

NAP – Include nap NAP everywhere that you write your address, search Google to see where you appear and ensure the NAP is exactly the same everywhere, including the Eircode.
Do any Google search of your name in an ‘Incognito window’ to see what people see on their computer when they do a search of your company. Whilst you’re there also do a search for solicitors in your town or area. Also do a search for the legal services that you want to promote in your area. Such as conveyancing in Dundalk or conveyancing solicitors in Dundalk.

Recruitment – Your website can also be used for finding new team members, rather than going through the expense of recruitment agencies. This tactic would generally be known as being a part of your overall content marketing strategy. This is where are you create content on your website that will attract people who are looking for certain things. Whether that be a specific legal service or a job in a legal practice that looks attractive to them.

Google Page Insights is a tool that is free and will give you an idea of the speed of your website. Google gives a lot of weight to a fast loading website, especially on a mobile view. Websites are being measured by Google more and more for their mobile view as a key metric.

Google analytics is also free and will give you an idea of the number of people travelling to your website visiting your website on a monthly basis. Use the overview to see how many people visit your website on a monthly basis to see if it’s going up or down. Google Analytics is a great tool but having a high numbers visit your website does not guarantee a conversion to a customer. In order to get conversions you continually need to add content and optimise content and compete with whoever your competitors are. A very simple search for a legal practice in your area will show you who is ranking number 1, 2 or 3. These are the competitors or people you’re competing with, so you need to be better than them. Read our Guide.

Google – With Google Ads you can spend a fortune easily. So if you want to use this platform, get to understand it or engage a specialist. It can be very useful in the short term or to use whilst you are working on your website and SEO. Read our Google Ads Guide.

Conversion. However, bear in mind even if you are number one and you get click through so people visit your website when they land on a page on your website. You have to work on the content in order to get them to convert from visitor to customer. This is your user experience as in UX through your User Interface referred to as the UI.

Reports – Ensure someone is producing a monthly report to measure the numbers. As Peter Drucker said “What gets measured gets managed — even when it’s pointless to measure and manage it, and even if it harms the purpose of the organisation to do so”. Ensure you get a Google Analytics report. And ideally have a report created, so that you can see the numbers at a glance.

As a senior partner you do not need to do all of this work. This is not what you’re qualified to do and could be way below your paygrade. Unless you engage someone who can deliver a high return in the long term and needs to be well compensated in the short term. Get a proper Digital Marketing Plan drawn up.

However, somebody has to do the work. It would be good if you could use some of these tools to see if the person, practice manager or web agency is doing a good job with your investment.
The bottom line is the practice should be kept busy. And ideally be able to recruit enough staff to deliver services. As a senior partner if you allocate a half hour every month to review these basic reports, you will then be in a position to see what is being done on your behalf.

Read the monthly reports from your Digital marketer. And if needs be, have a conversation about what needs to be improved. The Digital marketer will need a budget to do the search engine optimisation or create graphics for the website. And possibly doing advertising on LinkedIn or Facebook or anywhere where your potential customers are hanging out. Without sounding like an ambulance chaser you can have your content found when people do a search for chiropractor or osteopath or bad back or medical negligence. Get ahead of the curve.

How much time, hassle and money would it save you to have any and all advertising done online through your own website by a competent specialist agency?
Also posted here.

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