3 steps to generate referrals in the digital age

Barristers rely on referrals to grow a successful practice. A mix of traditional referral methods and online channels will allow you to generate multiple opportunities. This article suggests a simple technique to help you generate more client referrals in the Digital Age.

Step 1: Know your Ideal Client

Big business spends a significant percentage of the annual marketing budget working out precisely who buys their products and services. When you know who buys your service, you can design it for their specific requirements.

Self-employed barristers can do this without spending a fortune. Begin by asking yourself:

• Who instructs you regularly? Make a list of four or five solicitors.
• What are your regular clients’ common characteristics? (Age, Gender, Education, Profession)
• Why do they instruct you? (If you don’t know, consider asking them)

This information gives you a basic Client Profile of someone who needs your expertise. You can refine and develop this profile over time, but this is enough insight to get you started.

Know who needs your service and design a service that exceeds their expectations. Click To Tweet

Step 2: Know where your ideal clients hang out

By understanding how and where your regular clients are networking, you can work out where similar potential clients are likely to be found. Consider:

• In which type of firm do my clients work? (Be specific in terms of size, location, practice areas)
• Which conferences and seminars do my clients attend?
• Which online forums capture my clients’ attention?

You are gathering information which will help you build a networking plan and you have just saved yourself hours of time at networking events where you are unlikely to meet anyone who can instruct you.

Step 3: Know what they want to know

Now you know the profile of your target client and where you are likely to meet them, you can start to engage with them.

• Derive the names of ten solicitors who match your Client Profile. Start by looking at the similar firms to those where your existing Clients are located.
• Write a short article or blog post (500 words) on a subject which will interest someone matching your Client Profile. If you don’t know what to write, ask one of your client contacts what they’d like to read.
• Select one or two of the channels where you know your Client spends time; that’s where to publish your article. Write in a tone, language and style which you feel will resonate.

Next, write to the ten potential clients you found in Step 1 and let them know about your article. Ask them for their view. If it’s positive, ask who they know who might also be interested to read it. Ask them to share your article with their contacts on Email, LinkedIn and Twitter.

Writing 500 words every month isn’t an onerous task for a barrister and something you can complete quickly. It’s a useful tool of engagement with potential clients and demonstrates your expertise in your specialist area.

Question

What is the information you need before the first meeting with a new client, that would enable you to build a long-term relationship of trust?

By Heidi Smith
Creator of Jurilogical.com