Why do companies have customers (or law firms have clients) while rockstars have FANS? It’s a question that Mack Collier, host of the famous Sunday night #Blogchat session asks in his new presentation Think Like a Rockstar.

Here is one slide from the deck that contrasts a frequent social media marketing strategy of getting new clients versus the rockstar’s strategy of building passionate brand advocates.

While law firms and other professional service providers don’t need brand advocates like Starbucks, Taco Bell or Target, the slide raises an interesting point.

The truth is that most law firms are constantly on the lookout for new clients. This is particularly true of consumer-oriented transactional law firms like personal injury attorneys, family lawyers, or immigration firms.

However, it is important not to lose track of the clients who love you. These are the clients who had a favorable outcome and now are enjoying improved personal circumstances as a result of your work.

Here’s the irony. The fact that they are very satisfied means they are probably past clients. Your work for them is done. It’s so easy to fall out of touch. When this happens, all the goodwill a law firm has built up dissipates quickly.

What is the answer? You need to keep marketing to past clients. These people are your best source for new business through high value referrals to friends, family members, and co-workers. Plus we all know that a high quality lead from a happy former client has a much better chance of converting to a new client than does someone who lands on your site while randomly searching the Internet.

Newsletters (print and/or electronic), events, holiday cards and other outreach efforts all work well to stay in touch. Connecting with past clients on Facebook, especially in the consumer arena like with personal injury firms, is a great way to keep those bonds strong.

Want to learn more? The author is available to talk about targeted social media marketing campaigns for your law firm.

 

Margaret Grisdela is the author of "Courting Your Clients: The Essential Guide to Legal Marketing," now in its 2nd edition. She founded the national legal marketing agency Legal Expert Connections, Inc., which helps attorneys and experts with new business development.