Curating your marketing plan, your content and your brand are essential to connecting with potential clients, but one thing that can help you accomplish this is practicing mindful marketing.
If you’re someone who hears mindfulness and rolls your eyes, here’s the TL;DR version of Mindful Marketing: ensure that all marketing-related efforts are done with intention and make sense for your overall brand.
This image was taken from a SlideShare presentation on mindful marketing.
If you’re asking yourself what mindfulness even means, my version is a full awareness of the current moment. This means that you are paying attention to any thoughts, feelings, or sensations as they happen, without ignoring or judging them. Very yogic, but how does it translate to marketing? Like this: practicing mindful marketing can humanize your marketing efforts and keep you on the path of values-centered marketing. In a nutshell, if you pause to think about why you’re using the words and methods you’re using, you are more likely to connect with your messaging. Creating messages that leads to a win-win, like engaging clients that resonate with your firm’s values and then having those happy clients leave positive online reviews.
Mindful marketing is human and values-centered, instead of consumer-centered or product-centered. Originally, marketing was all about getting people to buy products or ideas and getting people to choose your option. Then it became a push to ‘win’ customers. Getting more people to say yes to your company and sign on the dotted line. In 2018, the focus is on solutions and being the one to solve a specific problem. Basically, marketing has gone from being the square peg that stands out to asking what shape the person needs.
- Mindful focus = providing solutions to address problems
- Consumer focus = the customer is king
- Product focus = give consumers things and options
Here are a few simple things you can do to incorporate mindfulness into your marketing:
- Pause and ask yourself if what you’re about to post, publish or say is in line with the clients you want to attract and the firm you want to have.
- Reduce buzzwords and legalese, because unless your clients are lawyers they won’t talk like that.
- Use mindfulness messaging in your marketing. If you’re a family lawyer, talk about mindful parenting… skip conscious uncoupling though. An estate lawyer can make a blog post discussing how to be mindful while creating a living will. A personal injury attorney could create an infographic on mindful injury recovery.
- Put yourself in the place of potential clients. What would help them decide to work with you? What questions can you answer before they call your firm?
- Leave your ego out of marketing, unless that’s your brand. You can be the personal injury attorney without an ego and still get clients, but if you prefer to be the star, that’s fine too. Just build your messaging to match.
- Become an objective observer. When you meet with a new client, ask what made them choose you over other lawyers. Ask friends to analyze your website and give feedback. In both instances, listen without responding and thank them for the feedback.
There are so many ways to be more intentional about your marketing efforts, ranging from learning how to actually utilize Google Analytics, to set aside time each week to write a new blog post. No matter how you choose to bring mindfulness into your marketing efforts, just think about how it could help your firm grow.
If you really want to get into mindful marketing, check out this book. Some of the chapters may apply more to a marketing agency, but it speaks to how you can craft messaging in a mindful way and define your branding.