When you look at cutting edge techniques like SEO, social media, PPC and mobile advertising, it’s clear that legal marketing has become much more sophisticated than it was 10 plus years ago. It’s also possible to reach significantly more prospects with greater ease and precision than ever before — and there’s no doubt that these more recent, online strategies are quite powerful.
But there’s one technique that’s more tried and true than any other and has been around since the dawn of time — and that’s word of mouth legal marketing. To put some perspective on things, here are some statistics that prove just how viable of a strategy this still is and why you should try to generate as many referrals as possible.
“84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products – making these recommendations the information source ranked highest for trustworthiness.”
Building a base level of trust is of the utmost importance for getting your foot in the door with prospective clients and moving them through the sales funnel. While there are numerous ways to establish trust, nothing is more effective than having a family member, colleague or friend vouch for your firm and put in a good word.
Although a strong brand identity, large social media following, high search rankings, etc. will help your cause, you could make the argument that a personal recommendation could have an even bigger impact and heavily influence a prospect’s decision to contact your law firm and seek your legal guidance.
“People trust friends and family more than virtually any other information source, and pay 2x more attention to recommendations that come from friends than other sources.”
Piggybacking off the first stat, this shows just how much more seriously prospects take input from a trusted source when compared to others. Whenever you’re able to turn a previous client into a referral, it can help your law firm exponentially. If a prospect was interested in contacting you but had some reservations, having a direct recommendation from a friend or family member may be all it takes to get them over the hump.
“74% of consumers identify word of mouth as a key influencer in their purchasing decision.”
With nearly three out of every four consumers valuing word of mouth and taking it into consideration when making a purchasing decision, it’s obviously highly advantageous to have referrals. While favorable testimonials and positive reviews from strangers can be beneficial, word of mouth legal marketing takes it one step further and can be the catalyst for eliminating any doubt that a lead may have and getting them to take action.
“Word of mouth has been shown to improve marketing effectiveness by up to 54%.”
This final stat shows just how much of an impact that word of mouth legal marketing can have on conversions and your campaign as a whole. When previous clients are willing to go to bat for you, it can catapult your entire legal marketing campaign.
Although this is an age-old technique, we shouldn’t forget how powerful it still is. Instead, it should be your priority to promote word of mouth advertising and master the art of referrals.
Latest posts by Nick Mann (see all)
- How Social Responsibility Can Increase Your Law Firm’s Perceived Value - February 20, 2019
- What Motivates Users to Engage with Social Media Content? - February 18, 2019
- What Visitors Want Most in Website Usability - February 13, 2019