Do you use social media in your law practice? This article is NOT about how to, or even if you should, incorporate social media into your business. Rather, it is the lessons we can learn from Facebook, Linkedin, Snapchat and the others.
What has Facebook done? It has reconnected people who lost touch. Friends from high school, past girl-friends and boy-friends, and family have all connected again. In fact, this is how I found my brother after he moved in the middle of the night from Georgia to another state. I almost hired a private investigator until I realized I could just search him on Facebook.
My law firm has Facebook Page too. It has allowed me to connect with colleagues across the nation, friends from law school and my clients follow me there as well. It is nice to stay connected. However, Facebook and the other social media is not the only way to stay connected. Yet, their success does show the value of staying in touch and the fact that people do want to connect.
So, how can you get back in touch with clients you have assisted in the past? And, why would you want to?
(1) People who have purchased a service from you in the past are more likely to do so again. The only problem is that they don’t know what else you have to offer unless you tell them.
(2) People who were satisfied with your services will refer others to you. However, after time, the referrals begin to wane unless you stay in the forefront of your clients’ minds.
(1) To get clients who you have not seen in a long time (several years) back into your office and interested in what you have to offer, invite them to a client update seminar. At the client update seminar, show your clients how your life has changed over the years, how changes in the laws have affected estate planning and planning for long term care, and how you have adjusted your practice to accommodate those changes.
(2) Once you have reconnected, add the clients to your newsletter list. If you don’t have a newsletter, this would be the time to start one and add everyone you come into contact with, especially your prior clients.
(3) You can ask your clients if they prefer the newsletter (and other updates) by snail mail or email. If they opt for email, then you can also send other emails to them regularly to keep them informed as to relevant information you have to share.
(4) Now that you have regained their loyalty, you can host client appreciation events on a regular basis (at least annually).
Happier, loyal clients who will come back to you over and over and refer their best friends to you!
If you are looking for a way to expand your income without expanding your marketing budget, reach out to your prior client base. For more information about how to do this, I highly recommend reading Acres of Diamonds by Russell H. Conwell, which you can obtain here for free: http://www.gutenberg.org/ebooks/368.