Chloe Wingate
Expertise, accreditations and awards all contribute towards a law firm’s success. But it could all be for nothing if your communication strategy isn’t up to scratch. After all, what use is an award when nobody knows about it?
There are two types of client communication for law firms, both of which are equally important:
- Timely communication with current clients about the progress of their case
- Ongoing communication with clients you are not actively working with (some would call them former or lapsed clients), to keep your firm front-of-mind and to encourage them to return with any other legal issues they may face.
The benefits of keeping in touch
It is the latter form of communication that most often gets forgotten by firms busy with their roster of current cases. However, there are three reasons why keeping in touch with former clients really does pay.
1. Cross selling
If a client has used your conveyancing services, they may be unaware that you could also support them through their divorce. Regular, ongoing communication provides a perfect opportunity to showcase other practice areas.
2. Profitability
Studies have shown that acquiring new clients can cost up to five times more than securing repeat business. A good communications strategy will help keep your firm front-of-mind, increasing the likelihood of repeat business and your profit margin.
3. Referrals
Referrals to friends and family remain the most trusted advertising format, according to research from Nielsen. Clients who have a positive ongoing relationship with their solicitor are more likely to refer, especially if they have received some interesting content to share.
What does a good communications strategy look like?
Firstly, a good communications strategy requires planning. It is a good idea to draw up a schedule detailing the topic, recipient and timing of each communication, giving you a visual overview of what you will be sending out in the near future. For one thing, it will help you ensure you are not overdoing it – this can be worse than not communicating at all – and that you are providing a balanced mix of interesting content.
Secondly, it must include the following three elements:
Content
Publishing quality content across a range of channels will help you establish yourself as an authority online as well as off.
Relevance
If you have just assisted your client to finalise their divorce, they are unlikely to be impressed if they keep receiving content relating to family law. ‘Segmenting’ your database into groups that share the same characteristic – such as practice area – and using software that allows you to easily pick and choose the groups you communicate with, will ensure your message is always relevant to its audience.
Timing
You can also use automation software to help you time your communications for best effect. For example, you can send out an automated email informing clients of your other services and asking them to fill out a client survey shortly after a case has been closed.
20 years of legal expertise
TOMD has been advising law firms on their content and communications strategies for over 20 years. Why not email info@tomd.co.uk for an introductory chat about our services?