How to proactively grow your firm between referrals
by Oct 7, 2016|
Referrals may still be your practice’s primary source of new clients, but how many clients are you missing out on while you wait for the next one?
CONSIDER THIS… 97% of people research local professional services online before making a purchase. It’s no wonder then that 77% of professional firms rely on their online presence to generate new business leads (sources: BIA/Kelsey; Hinge).
Why this matters to you…
You now need a strong digital presence in order to be found (and found first) when potential clients are searching for your services.
Where professional firms have traditionally been dependent on existing relationships to generate new business, new survey data shows that the majority of clients are bringing their cases to firms that they find and research online without a recommendation or referral from a friend or colleague (source: Alyn-Weiss).
This explains why 77% of professional firms now depend on their online presence to generate new business leads (source: Hinge).
The fact is, with increased competition from increasingly marketing-smart practices, you’re slowing down your entire firm’s growth when you don’t have systems in place to attract, respond to and convert your best prospects into clients.
Grow your firm between referrals…
New marketing isn’t about shouting louder than your competitors (and tarnishing your professional reputation in the process). Instead it’s about being more helpful and offering up the genuine expertise that your ideal clients need.
Strategic online marketing not only brings you a consistent stream of pre-qualified enquiries (i.e. people who are looking for the services you offer and are ready to become paying clients), it also ensures that your firm grows predictably and sustainably.
When done correctly, new marketing ensures you never miss an opportunity to engage prospects, establish your industry authority and earn new clients between referrals.
Where to start…
To ATTRACT your best clients, your firm should be producing original content for your website and distribution channels. This is an opportunity for you to build your firm’s authority and ensure that you’re front-of-mind whenever a potential client needs your services (Google rewards your original content production with higher search engine rankings).
By automating your lead nurturing processes using a marketing automation platform, you’re able to RESPOND instantly with highly relevant and personalised content whenever someone shows interest in your firm.
These processes ensure that your firm attracts a consistent stream of qualified enquiries who have been pre-warmed on your services, making it easier for you to convert them into paying clients.
Importantly, these processes free you from the feast/famine cycle of regular firm life… busy one month, then hunting for revenue the next.