While most industries increase their sales by fostering positive reviews online, law firms rely on traditional personal referrals from which they acquire the most valuable cases.
Referrals, both from previous clients and other attorneys, present law firms with the highest-value cases for their practice using the least possible costs. The prequalification, similar to how marketers from other companies screen their leads, is already accomplished by the people who have experienced the firm’s legal competence.
Around three-quarters of these referrals come from previously assisted clients while only 25% are provided by colleagues. This means that the best way to increase profits and promote the firm is to incorporate digital marketing resources into traditional legal marketing.
Referral marketing, otherwise known as “word of mouth”, is actually as effective as online strategies because this automatically creates a target audience based on trust. Aside from loved ones, potential clients may learn of a particular firm when they learn of it from news articles, social media posts and webpage testimonials. Just tweeting a picture of a previously satisfied client with your name tagged in it is already a subtle way to promote your firm to all of that client’s followers.
Referrals are typically the foundation of online reputation in general. Before the Internet even became the centre of marketing for lawyers, businesses used newspapers, television, radio and of course, word-of-mouth to endorse their brand. Although other media platforms are still being employed, the virtual space is where most comments and suggestions are carried out through review sites, social media and blogs.
Consumers usually know where to go or what to buy every time they enter a particular market, but they tend to change their preferences when presented with other options from their friends or online reviews. According to research, around 79% of customers deem reviews on the Internet as reliable as personal recommendations.
How to Benefit from Referral Marketing
Since it’s all about individual communication, building a client database will help you track the information of past clients and those you are currently representing. The intake process is a suitable starting point for collecting information, including the names of those interested in your firm and their resource persons. With this basic network, staying in touch with them will come easier through email campaigns, educational seminars and in-person networking events.
If you could use a hand with spreading the word about your firm, be sure to hire digital marketing companies like Sonic Response to help you determine where to start developing your strategy.
4 Ways to Get Referrals, Lawmarketing.com
Building a Reputation Management Strategy for 2015, Inc.com