Copyright (c) 2010 Benjamin Glass

When you are building a client database, you can't just pull a bunch of names from the White Pages, and you can't grab any Email address you see off the Web. Your client database should be made up of interested, relevant contacts who are seeking advice and information relevant to what you offer.

Your client database is essentially the center of many other marketing efforts. Your newsletter draws its mailing list from this source, without the list of addresses you'd have no one to mail to. Analysis of which marketing efforts are paying off can also be done through your database - if you track how the names were added, you can tell where the bulk of your contacts are coming from.

The Sources That Build Your Client Database

Your database contacts need to include people relevant to your practice who are seeking you. The list is made up of:

- Every person who requests your information (that "Contact Us" form on your webpage)
- Every potential client who comes from other sources, but made the effort to contact you on their own
- Local attorneys who do not compete in your practice areas - Any outside vendors you use/consult
- Your local friends and relatives
- Other professionals who are in a position to influence people who view them as the guru of their industry

Networking is a big part in building your client database for your marketing plan. You may be friends with a great dentist; include his office on your database and suddenly your newsletter may be showing up on the table in his waiting room.

Proper Database Management

Even before you get all these names for your client database you should have a plan for how you'll manage them. Good client database management software should:

- Integrate with any current client management software you have.
- Be able to track how a client was added to your client database.
- Sort your contacts through multiple filters to determine effective marketing strategies, top referrers, etc.
- Allow for easy entry of contacts who reach you by phone or in person.
- Automatically add a new entry from the contact form on your website.

As with any kind of email marketing plan, you do have to be careful about making sure you're only sending your information to those clients who informed you they want to receive it. A client asking for your personal injury handbook once may decide they're not interested in getting your newsletter month after month once their case is settled. You should always have clear unsubscribe or opt-out instructions on all your database-driven marketing plans.