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Be The Preferred: Build Law Firm Brand Loyalty Connecting with your Clients on Multiple Points
In a highly competitive market place where law firms are jostling shoulder to shoulder for customer loyalty, your brand must stand out and command the loyalty of clients and draw the attention of prospects, setting you apart from the competition.
You need to be able to connect with your clients in a very personal way that is genuine and feels authentic to them.
You can connect with your clients in different ways. You must incorporate a multi-touch strategy.
Facts tell stories sell. From the dawn of time, humans have always been captivated by stories. You need not look far for evidence. The movie industry is big enough proof.
The best way to embed your brand in the hearts of your clients is through the use of stories they can connect with. It doesn’t have to be your story. It can be other people’s stories. It can be the stories of your own clients. Tell stories with that personal touch. Tell stories your clients can relate with. Encourage them to also share their stories. The story of their journey before they met you. Let them share the transformation after the met you.
Social Media [Story Telling]
Build a community where people can share and talk. Provide the “home base” for them to connect. Become a trusted advisor, a friend that they can relate with. People are mostly on social media to connect and share. It is a great place to tell your story in an informal way. It is the best place to share the stories of others who have benefitted from your services. People are more trusting when they hear from others like them; people who have gone through what they have also gone through and found a way out – through you and your services of course.
Make it fun, make it interactive – run contests, support projects, entertain and educate in a fun way. Doing this on social media is your subtle marketing. It doesn’t infringe on any rules but it creates a lot of brand awareness for you. It attracts potential clients to your brand. Be human online. Be real. Be a person that prospects and clients alike can connect with and share.
Be 100% Authentic
Social media has a lot of hype and image. A lot of put on and show. Despite all of that people are looking for the genuine. They are looking for authenticity. They are often bombarded by Photoshop lies. Be a breath of fresh air by being real. Let them see the ups and the downs. Let them see the “oops” moments. You need not be perfect. No human is perfect. Perfection is an illusion. Strive to be excellent and where you fail, rise and try again. People want to know that they are not alone and there are people like them who make mistakes. They can relate. They’ll stick around. They’ll become your lifelong friends.
Listen Listen Listen!
We are wired to want to be heard, so we talk and talk about us. To be a true friend, you need to listen more than you talk. It is easier to talk but harder to listen. If you listen more, you will be exceptional. Be the brand that listens. That hears your clients and prospects and answers accordingly. Ask your followers questions. Ask for their feedback. Assure them you are listening by actually listening. If you make it a habit to listen and really allow your followers to talk, you will be surprised at the wealth of information and ideas you will get for free. Ideas that could lead to numerous other lines of products or services from your firm. He who gives an ear draws closer to a heart.
Be Exceptional In Service
The customer first firm will always win. Put your customers at the heart of all that you do. Make them feel special. Give them excellent service. They are the reason why you are in business in the first place. This is the secret of true brand loyalty – a satisfied customer that feels treated as king or queen – always. Surprise your customers. Give them a memorable experience that will make them always want to connect with you. Show them that they matter to you. A prospect that is treated well is most like going to do business with you. Many potential clients do not go on to make any purchase because of the way they are treated.
Let your brand stand out. Let it shine and attract your ideal clients for you. Got any questions or comments? Let’s hear it in the comments section. Is there anybody like you that you believe this will be a good read for them? Go ahead and share this post with them.
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