Marketing your legal services is a major part of your long-term success. There are many ways to gain more visibility for your law firm including online and offline marketing strategies.
But you may be overlooking the most powerful tool to include in your marketing toolbox: the experiences of your clients. Referrals and case studies demonstrate your skills and expertise through the satisfaction that others have gained from your services.
The Power of Referrals
People are more likely to believe friends and family members over claims made in an advertisement.
When others talk positively about your law firm, it builds social proof, which is the assumption that the decisions and actions of others are the best choices in a given situation.
That’s why user-generated content such as online reviews, testimonials, and social media posts have a higher chance of converting prospective clients into paying ones.
Referrals require little or no additional marketing efforts. Your clients do the work of telling others how you’ve helped them solve their legal problems. This increases your marketing returns without the need for time or financial investments.
A case study offers a more structured example of how your legal services provide value to your clients. They can be distributed through newsletters, social media posts, videos, podcasts, and blog posts.
Case studies highlight the experiences of your clients and provide you with content that supports your law firm’s goals in attracting a larger audience. They share aspects of your services that can be difficult to express in a traditional advertisement.
Your law firm’s website can have a dedicated page for case studies so that site visitors can determine if you’re the best choice for their legal needs. It should include the challenges that each client faced and describe the processes used to achieve their results.
A live event is a great way to have your clients share their experiences with your law firm. Video conferences and webinars make it easy to connect with a large number of people at once.
Educational webinars can include examples of the work you’ve done for others. You can invite your clients to participate in order to give other participants an opportunity to ask them questions about their experience.
Live events should provide value to your audience. Avoid trying to sell your services or making the presentation too promotional. By making it a relaxed and fun presentation, your clients feel comfortable sharing the ways in which your legal services benefited them.
Allow clients to talk openly when sharing their experience with your audience. It’s a good idea to have questions written out in advance to guide the conversation.
Be aware of any sensitive information that should remain confidential, and let your client know about any legal considerations they need to be aware of when sharing a testimonial or participating in a case study presentation.
Referrals and case studies share the benefits that your services have to offer and allow your clients to create valuable content that supports your law firm’s success.
If you think that referrals and case studies could be valuable to your marketing strategy, let us know what would work best for your law firm in the comments below.
We can provide additional insights that help you develop an effective referral marketing plan that grows your client base quickly and positions you as an industry leader.