Here’s the scenario. You’ve successfully handled a client’s case and got them the results they’re looking for. They’re definitely satisfied and have had a positive experience with your law firm. That’s great.
But rather than simply letting it end there, why not attempt to turn those clients into brand advocates? Doing so can have a tremendous impact on your law firm’s brand equity and will often serve as the catalyst for reeling in even more clients down the road.
What is a Brand Advocate?
First of all, it’s helpful to know precisely what a brand advocate is. This term is defined as “a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.” In other words, they willingly promote your law firm on their own accord.
Here are some possible ways to turn everyday clients into brand advocates.
Excel at the Little Things
According to Sujan Patel, two of the main things that create a memorable experience and make clients stick to a brand are friendly employees and personalized experiences. In fact, 73 percent of people cite friendliness as being a key motivator, and 36 percent cite personalized experiences. You can do yourself a big favor by simply going the extra mile in terms of customer service and making each client feel special — like they’re getting the VIP treatment.
Ask for Clients’ Input
This accomplishes two very important things. First, it shows that you genuinely care about your clients’ experiences and value their feedback. Second, it can help you steer your law firm in the right direction because you’re more likely to capitalize on opportunities and minimize unnecessary mistakes. Many clients will appreciate the fact that their input is important to you, which increases the likelihood that they’ll put in a good word for you at some point.
Be Totally Transparent
We’re living in an age where being forced to read the fine print has become the norm, and there’s almost always a catch with every great deal. Many people are particularly skeptical of law firms and will have the notion that they’re only in it for the money and don’t legitimately care.
But you can make sure you’re building strong relationships by always being upfront and honest with everyone you deal with. Whether you’re discussing the legal process during a consultation or directly handling a client’s case, transparency is key and can put you on your way to developing a group of brand advocates.
Encourage Clients to Leave Online Reviews
Did you know that “88% of people have read reviews to determine the quality of a local business and 39% read reviews on a regular basis?” Sometimes all it takes to increase your number of online reviews is a simple request. Not only will this improve your reputation, many people will be flattered that you asked them to give their opinion.
If you haven’t put any effort on creating brand advocates, it’s something that should be a priority. By following these fairly simple steps, you can solidify your law firm as a leader, and you’re more likely to experience sustained success.