digital marketing for attorneys nurturing an effective referral network
TRANSCRIPT
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