Spotlight Branding - May 2020

MAY 2020 (800)-406-7229 SpotlightBranding.com

ARE YOU MISSING OUT ON EASY MONEY? HOW THE RIGHT CONTENT STRATEGY Creates More Re ferra ls

In last month’s newsletter, I wrote a big article about content called “Don’t Stop Feeding the Beast.” If you missed it, basically my point was that in today’s fast-paced digital world, people are consuming content faster than you can possibly produce it, so you should put as many articles, videos, and social media posts out there as you can. I was planning for that article to be a one-off, but it got such a great response from our readers that I’ve decided to do a deeper dive into content for the next few months! This month, I’m going to tackle an aspect of content that I think a lot of lawyers don’t recognize: its power to generate referrals. Referrals are the bread and butter of the legal field, and I’m sure you get a bunch of them, but you’re probably missing out on more than you realize. I’ve said this before, but it’s worth repeating: According to a study conducted by Texas Tech University, law firms are only getting about one-third of the referrals they should be. The study found that, on average, 83% of satisfied clients are willing to make referrals, but of those, only 29% actually do it. That means that out of all of the clients who are willing to refer you, only 1 in 3 actually takes the leap.

A great content strategy can help you solve that problem! By putting out the right content and leveraging it correctly, I’ve seen law firms increase and even double their referrals. Here’s why it works:

“BY PUTTING OUT THE RIGHT CONTENT AND LEVERAGING IT CORRECTLY, I’VE SEEN LAW FIRMS INCREASE AND EVEN DOUBLE THEIR REFERRALS.”

CONSISTENT CONTENT KEEPS YOUR FIRM TOP OF MIND.

One of the biggest reasons lawyers miss out on referrals is that they aren’t consistently staying in touch with their past clients and referral partners. Have you ever wondered why I send the newsletter you have in your hands right now? Well, it’s just one of many ways I stay in touch — and that same strategy can work for you. Your method of reaching out doesn’t need to be a newsletter. Social media, for example, was designed specifically for this purpose! Sure, you can use it to reach out to new people, but first and foremost, you should use it to keep in touch with your existing network. Every piece of content you share via social media, email, or print is a touchpoint that reminds your clients who you are and what you do, making themmore likely to think of you when it’s referral time. EDUCATIONAL CONTENT POSITIONS YOU AS AN EXPERT AND THE GO-TO LAWYER IN YOUR FIELD. To really maximize your referrals, you need to focus not only on whom your content is for, but what it’s saying about you. The content you put out should be focused specifically on the type of work you do and aim to answer common questions your clients have. In this case, being entertaining isn’t nearly as important as being informative. You can share

information on cases you’ve won, for example, or updates on changes to the law in your practice areas. You can provide commentary, insights, and practical guidance in a variety of ways on your area of law, and you should take advantage of all of them! If your content is relevant to your services, even a quick title scan should remind readers of what to refer you for. Your old clients are a lot more likely to remember that you do estate planning if they see an email about it in their inbox, and that will make it easier for the lightbulb to go off in their head when a family member, friend, or colleague needs help with it. On top of reminding readers what you do so that they know whom to point your way, educational content positions you as the expert in your field. If you’re sharing knowledge, people will perceive you as knowledgeable, and every social media post, website blog, and email newsletter will remind them of it. That’s it! Increasing your referrals really is that simple. For some simple tips on creating great content that checks both boxes, flip to Pg. 2. –Marc Cerniglia

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