You’ve heard it before—don’t chase clients. Because it looks bad (and feels bad) and usually pushes cliens away because you look needy and unsuccessful.
Clients want to hire successful lawyers, and if you’re chasing, that’s not you.
Something else, when they chase you, they’re usually willing to pay more to work with you.
So don’t chase, make them come to you.
How? What marketing strategies are best for attracting clients?
First (by a long shot) are referrals. When clients and professionals and business contacts recommend you, it is the ultimate affirmation of your success. They know you. They’ve seen your work. And their recommendations make their referrals easier to sign up.
You also tend to get better clients and bigger cases through referrals than any other marketing method.
On the other hand, you can’t scale as quickly as you might like via referrals, which leads to my second recommendation—advertising.
Surprised? Don’t be. Advertising allows you to maintain posture.
You’re not chasing anyone because you’re not talking to anyone—until they decide they like what they see and want to talk to you.
Yep, they come to you.
And advertising scales. And can pay for itself. When you have an ad (or campaign) that works, you can run more ads in more places. You can run bigger ads and run them more often. And bid on more competitive keywords.
You don’t have to advertise your services directly if that’s not something you want to (or are allowed to) do. You can advertise your book or report, your channel or blog, your seminar, or anything else that gets your name and offer in front of prospective clients and the people who can refer them.
They see, they like, they come to you.
The third way to get clients to come to you is through content marketing.
You share information about the law, explain problems and solutions, and show people what’s possible, and in doing that, those people see that you know what you’re doing and become interested in learning more about how you can help them.
They come to you.
You can do content marketing via a blog, newsletter, podcast, video channel, or by being interviewed on someone else’s channel or for their newsletter. You can speak at industry events, conduct seminars, network with people in your target market, or offer your content via social media.
Or through advertising.
Referrals, advertising, and content marketing. Three proven strategies for making clients come to you.
