Watch the YouTube version of this episode HERE
Are you looking to invest more time and money into marketing your firm? In this episode of the Maximum Lawyer Podcast, Jim Hacking and Tyson Mutrux interview Brian Glass, a personal injury lawyer from Fairfax, Virginia. Brian shares his journey in the legal field, and the shift in marketing that he has done with his firm, Ben Glass Law.
Brian shares some insights on his firm’s strategic shift from digital marketing to referral marketing, which has impacted the performance of his firm. Digital marketing involves putting money into running ads or commercials for a business. This only works if you have a team ready and able to take floods of calls from potential clients. Since most clients are calling to inquire, many will skip from firm to firm if that initial intake process is lacking. A shift to referral marketing involves putting money into a relationship management person whose job is to foster relationships with people who are most likely to refer others to the firm. Depending on how much money the firm is making, referral marketing might be more feasible and manageable.
Nurturing these relationships is so important if referral marketing is the avenue a firm chooses to go down. There needs to be a process in place to figure out where to search for potential clients who can refer people. This can be cold calling or cold emailing people within your postal code or city limits and meeting them one on one. Whether it's a coffee chat or a lunch, it is crucial to make personal connections with those who have a wide range of networks.
Take a listen.
Jim's Hack: Read the book No Ego by Sy Wakeman. The book is about cutting down on workplace drama and what solutions can be implemented to create a better culture.
Brian’s Tip: Read the book The Comfort Crisis by Michael Easter, which talks about how comfortable people are in their day to day lives and how to move away from the mundane.
Tyson's Tip: Choose a theme for each month and encourage your team members to share something related to that team.
08:39 The decision to shift from digital marketing to referral marketing, and the results of this change
05:54 Building relationships and prioritizing family time
10:59 Referral relationship management strategy
14:16 Role of the relationship manager
19:05 The importance of evaluating processes and seeking innovative approaches in law firm operations
Tune in to today’s episode and checkout the full show notes here.
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