Getting great referrals is the key to growing your law practice. But, it can be intimidating to know where to start on this increasingly important aspect of your marketing strategy. Here are a few ways to improve your referral strategy and find strong leads:
- Deliver great client experience
Making your clients your top priority and giving them a great experience is the best way to gain referrals. People naturally want to share good experiences with others – so if a client knows you went above and beyond with them, they’ll want to tell their family, friends, and colleagues about you. Clients also view this as a reward for you doing your job well.
- Take interest in your clients and keep in touch
Try to break down the barriers of being an intimidating attorney, and help your clients to see you as a person they can relate to. Building trust and rapport by talking to them about their lives will make their experience even better.
Even after a client’s case is closed, keeping in touch with them goes a long way. You can keep them on a monthly or quarterly nurturing email newsletter to keep them updated on your services and stay top of mind.
- Simplify the referral process
Simple, logistical roadblocks might often keep clients from giving referrals. Don’t be afraid to ask clients for referrals once you’re done working with them. You can also include links to your social media directly in your email signature – and don’t forget to keep business cards on hand.
- Be grateful!
If a previous client refers you to a new client, be sure to thank them. A short email or even a thoughtful, handwritten note goes a long way with them wanting to continue speaking your praises and sending referrals your way.
- Grow your industry network
When networking with others, focusing on always providing value. Get a great understanding of your potential client’s pain points and what you would do to solve them.
Try attending networking events. Whether they are in-person or online, make the most of your time and participate. Don’t forget to nurture the connections you made after the event.
Be sure to be present on social media. Don’t be afraid to make helpful posts that start to establish you as a thought leader. Facebook, NextDoor, and LinkedIn can be gold mines for getting referrals – join groups that are adjacent to your niche, participate in the group, and plug your services as a solution for their issue.
- Make referrals to other attorneys
Look for lawyers that have niches that are complementary, but don’t compete with yours. For example, if you’re an attorney specializing in personal injury, you may want to connect with a great workers’ comp lawyer. That way you can both send each other referrals for someone in need of your services, too.
This helps to build up your personal networks, helps out a colleague, and helps provide great client experience.
- Stay involved in the community
A great way to get your name out there is by taking public speaking opportunities. There are several organizations that look for experts to speak on topics that are helpful for their audience. This is a perfect opportunity to market yourself organically.
Staying involved in the community in ways not directly focused on your law practice is good for gaining referrals, as well. Getting to know others in clubs or organizations you’re drawn to can easily build up your personal network and drive referrals if community members know you’re an attorney.
- Guest write in articles and blogs
You can increase credibility and find new leads by using your knowledge to write for blogs or your local newspaper.
Content marketing is huge right now, and many companies need blog posts to create content. Try finding blogs in the industry that are open for guest blog writers, and share your expertise by writing on topics relevant to your practice.
If someone is in need of an attorney’s services, a referral from a trusted person in their life is the best chance they have to find a lawyer that’s great to work with. Prioritizing your client’s experience and asking for referrals, keeping a strong network, and getting your name out into the community are great places to start building your referral strategy.