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Over the past few years, we’ve had the pleasure of interacting with and working with court reporting firm owners throughout the U.S. One major challenge is, of course, how much the court reporting industry has changed over the years. There have been good industry outlook and benchmark reports already released from the NCRA and other trade associations.
In addition to other industry reports, we thought it might be helpful to take a deeper look into how firm owners are using the internet to market their firms. We analyzed the websites and online marketing efforts of over 200 court reporting firms across the United States. Chris Nesbitt is a small business consultant and managing partner of Strategic Business Directs. Advocacy is becoming a useful marketing tool and more organisations are starting to run an advocate program. For advocate marketing to be truly effective, earned advocates need to be signed up as quickly as possible and encouraged to continually engage with your organisation. More importantly, they are signed up to an advocate program – that means they are keen to engage with the business in a constructive manner and guide future decision making.
What’s more, engaging our advocates in market research will benefit the advocate program by making them feel less like customers and more like partners. As our earned advocates probably have a positive view of our products and services, they represent a research group which have a greater depth of knowledge about our business than a lay person.


Our advocates are also groups of people with different levels of experience with our products and services. Long term advocates will be able tell us what we need to improve our product and guide how we develop it further. Our advocates can be encouraged to pass back information regarding responses to our marketing strategies which they participate in.
Granted, advocate programs are not for all organisations, but if the marketing team in your business run one, you should try and see how your market research can fit in. As Chief Online Marketing Technologist for our little internet marketing firm I’m aghast at how people want to complain about pricing, quality, and poor customer service after the fact, Do Your Research First. Firm owners have faced challenges related to the economy, increased competition, and technology changes. New online tools are emerging to get the best out of this technique; they can really turn your advocacy marketing into a strategy that pays. These are essentially satisfied people and organisations that want to engage with your brand. This makes them perfect for asking questions about specific features, ideas and tools in our product. Fresh advocates will be able to represent the people with good first impressions of the product and can tell us what we are doing right when it comes to attracting new customers. If not, you should at least find out why; it could be a powerful marketing and market research tool your business is missing out on.


But ask yourself, “Why am I sorry I bought?” Have 10 people told me I could have gotten it cheaper after the fact, elsewhere? We’ve noticed some common challenges, trends and opportunities in the court reporting industry. He has also been a continuing education instructor for the Stenograph Prince Institute Center for Professional Development (a court reporting school).
Earned advocates have already had a good experience with our company and in all likelihood are existing customers.
If I search for a product or service and only read reviews from one source and then base my purchasing decisions solely on that metric, shame on me. The only thing that will ever change advertiser’s methods is the very market these advertising agencies rely on to survive.
The short answer is that we tell the marketers what works by the results of their marketing and advertising.
We see bogus negative reviews and comment review spamming run wild, Do Your Research First.



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