Understanding the process of building a relationship from prospects, through to them becoming clients and, ultimately, advocates for your law firm – is key to success. A client relationship goes through a number of stages, with each stage needing a different message focus as the relationship progresses. You can see some examples here of the various messages and specific marketing activities on what is often known as a ‘relationship ladder’. Fedora have helped clients with a number of ‘customer journey’ projects from the how the ‘phone is answered, identifying the key values of the firm, what makes them stand out from their competitors and how this is reflected in the messaging on their website, printed literature, video content, opinion pieces and legal directory profiles. Different departments may need to use different approaches, so the details of your marketing plan needs to reflect this. Attracting, say, corporate clients involves creating relationships with decision-makers and intermediaries, such as accountants and surveyors. Elsewhere, family law may involve a completely different set of intermediaries, events and timescales to help you make your firm attractive to clients who need help with personally sensitive issues such as divorce or custody disputes.