Birthday Marketing Is Not One-Size-Fits-All
Sending coupons for people’s birthdays is an excellent marketing tactic for restaurants, clothing stores, nail salons, and similar businesses. Customers who like burgers well enough to sign up for the mailing list of a burger restaurant are likely to use a coupon for a free burger during their birthday month. Likewise, a free manicure for customers who regularly get manicures is a good way to encourage repeat business. Law firms cannot, however offer freebies the way that restaurants and retailers can. No one wants a free divorce or a free felony defense, if the other option is not needing a divorce lawyer or a criminal defense lawyer in the first place.
Don’t Advertise, Just Wish Them a Happy Birthday
Some law practice areas require lawyers to develop long-standing relationships with clients, while others offer services that no individual will need more than a few times in his or her life, and, in fact, most clients need these legal services only once. Therefore, birthday marketing (or any kind of marketing, for that matter) will not make the difference between a one-time visit and repeat business; that is already dictated by your practice area. Instead, the goal of birthday marketing for law firms is to get the recipients to remember that your law firm exists. Therefore, they will contact you when they eventually need legal services in your practice area or when someone asks them to recommend a lawyer to them.
Thus, the most effective kind of birthday marketing for law firms is a simple birthday card, wishing the recipient a happy, healthy, and prosperous year, and signed by the attorneys and staff at your law firm. It makes the recipients feel that someone remembers their birthday. If the card is especially beautiful or funny, then some recipients will save it or display it, which is even better. In this regard, physical cards are a better investment of your marketing budget than email birthday greetings, even though physical cards are more expensive. The recipients can be anyone who has entered a physical address in the online contact form on your law firm’s website, not just people who have already used your services.
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Your time is better spent redeeming all those birthday freebie coupons you receive in the mail, rather than writing blog content. You can count on Law Blog Writers to create engaging, readable content to inform and entertain your prospective clients all year round.