For our Attorney colleagues and friends, we are always looking to promote new opportunities to help you build your business or improve your service offering. If you are experiencing a lull in new client lead generation, it may be time to make some changes to your marketing or networking efforts.
Networking (it’s not the ‘same-old, same-old’)
In this world of mobile communications, Facebook, Twitter, YouTube, networking organizations, and personal referrals, are you unsure of where your time would best be spent to meet new clients? The answer, unfortunately, is ‘nearly everywhere’. While it’s hard to predict where or when your next client will appear, the likelihood is that they are utilizing a number of communications tools every day where you could have the opportunity to connect with them.
Here are a few of the most obvious, and tips on how to use them effectively:
- Networking Organizations
- If you’re not already involved in your local Chamber of Commerce, business networking group(s), and at least one non-profit organization in your community, you may be missing out on valuable opportunities to connect (directly or indirectly) with clients in need of your services. Hiring an Attorney is a very well-thought-out process, and most people are likely to turn first to those they know for a referral vs. pull a name from a directory or website. By multiplying the personal connections you maintain, you will multiply your opportunities for these referrals to be sent your way.
- Personal networking will use up the largest amount of your time, but the direct costs are negligible, and these qualified leads will often yield the best results.
- Maintaining Contact
- Once you’ve made hundreds of personal connections, you may find that it’s nearly impossible for that many people to remember you when asked for a referral to an Attorney. For that reason, it is crucial to keep your name in front of these new contacts at regular intervals. We recommend creating an email newsletter campaign and asking them to be included on your list. From there, it’s easy to put together a single monthly newsletter with resources and information, and to keep your name at the top of their minds.
- Another great tool is an automatic greeting card service, where you can upload your contacts to a list and have printed cards delivered by mail for events such as birthdays, holidays, or quarterly check-ins.
- Social Media
- The role of Social Media in this case should be to serve as a secondary way of maintaining contact (in addition to the above), and staying in front of your connections. By maintaining professional profiles on LinkedIn, Twitter, and (to a lesser extent) Facebook’s Business Page sites, you will multiply the opportunities to be positioned well for potential referrals and direct leads.
- The next time someone in your expanded network sees a request from one of their friends for “a referral to a great lawyer”, they will be able to easily connect you without leaving that site.
- Regardless of how a prospect first heard about you, it is very likely they will do a little digging online before contacting you to discuss their case. If they find very little information, or a negative review of your practice, they may likely not contact you at all. So it is imperative to “Google” yourself and review the information that appears. Clean up and complete profiles wherever possible (Yelp.com and Google Places listings are a great start), and be sure your information is updated on the local Law directory sites. If any negative reviews appear, you’ll want to focus on requesting new reviews from your other clients and colleagues, to push these down in the rankings.