I want to focus on one overall strategy: to get referrals. Within that strategy, there are going to be 7 different ways you can go about doing this. This is not the “be all, end all,” but this is what I see as the top 7 ways to get referrals. So, let’s get started.
Craig Proctor is a very successful residential real estate agent turned marketing guru in Canada. He latched on to the power of direct response marketing, differentiating himself and his processes from the rest of his market (he did not want to be sitting in open houses all day Saturday and Sunday, hoping that people would drop by) and being willing to say “no” to anyone who didn’t want to play by his rules.
LinkedIn is the top social network for lawyers looking to build their networks and develop business. The platform is approaching 600 million users, and offers powerful tools to mine for data and make connections that can help lawyers achieve their business objectives. But these benefits won’t result without some effort. Lawyers need to be strategic in their approach on LinkedIn. And one of the most important strategic priorities is to create and share content that reaches the right audience.
Way #1: Promote your knowledge, not your services. When you promote your services, you take on the role of a salesperson, which undermines your credibility. This is called selling-based marketing. Instead, promote your knowledge using Education-Based Marketing. This allows you to attract new clients, increase referrals, strengthen client loyalty and build your image as an authority without selling. Education-Based Marketing gives prospects what they want, information and advice — and removes what they don’t want, a sales pitch.
You want the media to know you as the expert in your area of law. What does this mean to your practice? It means incredible free publicity! It means you will be thought of throughout your community as the go to expert! It means that the perception you have created is that you are the authority; the go-to person; the maven; the reliable source. It also means when you call someone in the media with a story you will be listened to.
Welcome back to our blog series, in which we talk legal marketing with real law professionals. In this edition, we discuss best marketing practices with Steven H. Heisler, one of the most highly regarded and trusted injury lawyers in the Baltimore area.
