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Digital marketing for attorneys nurturing an effective referral network
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Referral Marketing for Attorneys Generate more client, network, and employee referrals online
Transcript of Digital marketing for attorneys nurturing an effective referral network
Referral Marketing for Attorneys
Generate more client, network, and employee referrals online
Agenda
● Thinking about where referrals come from● Creating systems to develop referrals● Designing online referral capture systems● Building referral nurturing programs
Questions? Don’t wait to the end.
Bill [email protected]: @billriceGet new marketing ideas weekly:http://kaleidico.com/newsletter
Let’s talk referral marketing
How do referrals happen?
Referrals are generally triggered through a very messy and unpredictable series of social interactions and follow-up research.
The best we can do is to encourage the discussion about our brand and develop a very wide and efficient capture system.
Who are we targeting?
● People that have a high probability of ending up in referral rich conversations
● Funneling in the type of people that are most likely to get these referrals
Referrals are not linear activities
Example: Referral Ecosystem
Business law attorney● Have high net
worth clients● Have a lot to lose● Are savvy and
sophisticated
Large divorce case● Significant assets● Business minded● Will do their
homework on you
Example: Referral Ecosystem
Healthcare Provider● Family or
professional● Compassion for the
injured● Trust and empathy
Advocate or injured● Family or
professional● Looking for same
level of advocacy● Emotional, anxious
Creating referral systems
Referral education channels
● Website/blog● Facebook● Email marketing● Client surveys● Traditional mail● Personal pitch
Online Capture Systems
Your website
Centerpoint for referral education and client acquisition content.● Provide easy to distribute education● Answer critical client questions● Establish trust and credibility
Your Facebook page
Facebook is the modern Yellow Pages and one heck of a referral engine.● Everyone asks their Facebook friends for
recommendations!● Facebook advertising automatically include
implied endorsements
Your email marketing
Aggressively capture and retain client and referral partner email addresses.● Develop processes to capture client emails● Design website capture campaigns● Create incentives to subscribe to client and
professional focused newsletters
Your client surveys
Make client communication and feedback a focal point of your file handling process.● Design touchpoints before, during, and after
the clients’ case management process● Surveys are a simple, low friction way to
keep your firm top-of-mind with clients
Your mailings
Don’t discount the ongoing power of the traditional mailbox. It still works.● Create variety● Don’t be cliche● Personal touch is always best (and not as
hard as you think)
Your personal “elevator pitch”
Your best referral engine is yourself. Learn to sell yourself in simple, quick interactions.● Practice your “elevator pitch”● Create a mental rolodex of quick referrals● Be known as the one that knows everyone
and is willing to make an unsolicited introduction
Referral nurturing programs
Your website
Generate a consistent flow of educational content that gives you reasons to reach out to clients, attorneys, and other referral partners.● Source of content for outreach and top-of-
mind efforts● Source of new referral partners that are
looking for authoritative information
Your Facebook page
Facebook is the new Yellow Pages. It’s a social ecosystem built for referrals and testimonials.● Your Facebook Page may be nearly as
important as your website for some practices● A great place to provide referral education--
how you can and have helped ● Prime the referral engine with Facebook Ads
Your email marketing
Email marketing is a referral marketing dream. Create good opt-in list building strategies for clients and referral partners.● Capture via website/blog and intake process● Segment into relevant groups● Educate and deliver value (trust & credibility)● Be consistent and frequent
What should you be doing?
❏ Blogging❏ Client Surveys❏ Content Distribution❏ 3 to 1 (if possible) Offsite Blogging❏ Email Capture & Marketing!
Questions?
Bill [email protected]: @billriceGet new marketing ideas weekly:http://kaleidico.com/newsletter
