Everyone loves referrals. Most attorneys and law firms attribute the majority of their business to referrals. Why then would you leave your most important source of new business to happenstance? Stop leaving your referral marketing to chance. Stop worrying about when the phone might ring. Are you systematically educating potential referral partners on who you can help? Do you have a way to ensure people find you—by name and/or firm—when you’re referred? How are you nurturing new referrals to build trust, credibility, and gain the representation of those potential clients? It’s not as hard as you think. And it can make a big impact in growing your practice. In the Referral Marketing for Attorneys presentation, well will cover: 1. Analyzing where referrals come from and how they really happen 2. Components for building a referral system that produces 3. A simple way to keep your name or firm on the tip of the tongue 4. How to design your online presence and website to capture referrals—so many referrals are lost because they can’t find or connect with you easy enough, after the referral is given 5. Learn to develop simple, automated systems for nurturing leads into real files

1. Referral Marketing for
Attorneys
Generate more client, network, and
employee referrals online

2. Agenda
● Thinking about where referrals come from
● Creating systems to develop referrals
● Designing online referral capture systems
● Building referral nurturing programs

3. Questions? Don’t wait to the end.
Bill Rice
734-775-4487
bill.rice@kaleidico.com
Twitter: @billrice
Get new marketing ideas weekly:
http://kaleidico.com/newsletter

4. Let’s talk referral marketing

5. How do referrals happen?
Referrals are generally triggered through a very
messy and unpredictable series of social
interactions and follow-up research.
The best we can do is to encourage the
discussion about our brand and develop a
very wide and efficient capture system.

6. Who are we targeting?
● People that have a high probability of ending
up in referral rich conversations
● Funneling in the type of people that are most
likely to get these referrals

7. Referrals are not linear activities

8. Example: Referral Ecosystem
Business law attorney
● Have high net
worth clients
● Have a lot to lose
● Are savvy and
sophisticated
Large divorce case
● Significant assets
● Business minded
● Will do their
homework on you

9. Example: Referral Ecosystem
Healthcare Provider
● Family or
professional
● Compassion for the
injured
● Trust and empathy
Advocate or injured
● Family or
professional
● Looking for same
level of advocacy
● Emotional, anxious

10. Creating referral systems

11. Referral education channels
● Website/blog
● Facebook
● Email marketing
● Client surveys
● Traditional mail
● Personal pitch

12. Online Capture Systems

13. Your website
Centerpoint for referral education and client
acquisition content.
● Provide easy to distribute education
● Answer critical client questions
● Establish trust and credibility

14. Your Facebook page
Facebook is the modern Yellow Pages and one
heck of a referral engine.
● Everyone asks their Facebook friends for
recommendations!
● Facebook advertising automatically include
implied endorsements

15. Your email marketing
Aggressively capture and retain client and
referral partner email addresses.
● Develop processes to capture client emails
● Design website capture campaigns
● Create incentives to subscribe to client and
professional focused newsletters

16. Your client surveys
Make client communication and feedback a
focal point of your file handling process.
● Design touchpoints before, during, and after
the clients’ case management process
● Surveys are a simple, low friction way to
keep your firm top-of-mind with clients

17. Your mailings
Don’t discount the ongoing power of the
traditional mailbox. It still works.
● Create variety
● Don’t be cliche
● Personal touch is always best (and not as
hard as you think)

18. Your personal “elevator pitch”
Your best referral engine is yourself. Learn to
sell yourself in simple, quick interactions.
● Practice your “elevator pitch”
● Create a mental rolodex of quick referrals
● Be known as the one that knows everyone
and is willing to make an unsolicited
introduction

19. Referral nurturing programs

20. Your website
Generate a consistent flow of educational
content that gives you reasons to reach out to
clients, attorneys, and other referral partners.
● Source of content for outreach and top-of-
mind efforts
● Source of new referral partners that are
looking for authoritative information

21. Your Facebook page
Facebook is the new Yellow Pages. It’s a social
ecosystem built for referrals and testimonials.
● Your Facebook Page may be nearly as
important as your website for some practices
● A great place to provide referral education--
how you can and have helped
● Prime the referral engine with Facebook Ads

22. Your email marketing
Email marketing is a referral marketing dream.
Create good opt-in list building strategies for
clients and referral partners.
● Capture via website/blog and intake process
● Segment into relevant groups
● Educate and deliver value (trust & credibility)
● Be consistent and frequent

23. What should you be doing?
❏ Blogging
❏ Client Surveys
❏ Content Distribution
❏ 3 to 1 (if possible) Offsite Blogging
❏ Email Capture & Marketing!

24. Questions?
Bill Rice
734-775-4487
bill.rice@kaleidico.com
Twitter: @billrice
Get new marketing ideas weekly:
http://kaleidico.com/newsletter