Your clients shouldn’t just be your clients. They should be a crucial piece of your marketing strategy. In today’s episode, Marc Whitehead and Diana Berry discuss the basics of client referral marketing, from how to collect client referral sources to how to create memorable moments with your client to keep your firm top-of-mind.
From digital newsletters to snail mail to social media, there are lots of ways to stay in touch with your clients and community. Diana and Marc discuss some of the ways they currently manage their client referral marketing network, as well as their future plans to implement new strategies.
For detailed show notes, navigate using the time stamps below:
[2:34] Last episode was about attorney referral marketing, while this episode focuses on client referral marketing. Client marketing allows for more liberal rules than general marketing to the public. “Clients” in this base can include anyone who has ever expressed interest in working with you.
[5:05] Every business has a flywheel, and the legal business flywheel generally involves generating interest, then converting interested people into paying clients, then performing the work and helping your clients understand that you did a good job, and then keeping in touch with those clients.
[8:42] Your clients have value long after you have represented them as referral sources. It is also important to continue to “feed” your flywheel, as some of your clients will pass away.
[11:55] Marc Whitehead & Associates uses Litify to store client information such as contact information, birthdays, and more. This includes clients the firm has serves and people who have reached out to express interest.
[17:22] Marc Whitehead & Associates tries to get a 20% open rate on client newsletters, and often uses A/B testing to compare performance.
[19:56] Marc says that printed newsletters have more value now than ever as people are receiving less junk mail. He also sends out magnet calendars to past clients.
[23:30] The firm also holds virtual town halls on relevant topics and current events to get in front of clients.
[30:49] Client referral marketing is ultimately about creating “moments” with your clients. This can include calling a year after you win a client’s case to check in, or set up notifications for major life events.
[34:59] Marc Whitehead & Associates is considering putting together a “win package” as a memorable gift following a win with branded elements.
[38:18] The firm also has scholarships for disabled people and veterans to market its brand to the community.
[41:22] To create interest and buzz, you need to be somewhat controversial. There are relevant political processes threatening the rights of clients that Marc Whithead & Associates publicly comments on, and it can also mobilize clients.
Visit the Successful Barrister website: https://www.successfulbarrister.com/
Visit the Marc Whitehead & Associates website: https://disabilitydenials.com/
Email Marc Whitehead for his full list of favorite books: marc@marcwhitehead.com
