If you’re going to succeed in any business, you’ll want to focus on customer experience and marketing. This is relevant across many industries, and law firms are no exception. In fact, no matter what industry you’re in, businesses that focus on delivering the best customer experience attract new prospects and inspire loyalty among existing customers.
Competition and innovation have pushed many firms to embrace a marketing strategy that has proven its impact on revenue growth in this digital age: customer experience marketing.Today, providing quality products and services alone doesn’t automatically place you in a position of power. Consumers want more from you than what you’re selling: they also expect stellar customer service and a unique brand experience to go with it.
Are you looking to grow your client base, increase your revenue and deliver customer experience win after win? If so, this blog has helpful tips on effectively marketing your law services through customer experience digital marketing and online review management.
What Is Customer Experience Marketing?
Customer experience marketing is a customer-centric marketing strategy that uses engagement efforts to improve your customers’ experience. The strategy aims to deliver a brand experience that focuses on customers. Online review management and brand experience professionals are serious about finding ways to deliver a memorable customer experience and they make use of the 10 tactics we share with you in this article.
It is important to note: Customer experience is different from customer service. Customer experience encompasses all interactions and the entire customer journey. On the other hand, customer service is a single point in time when the customer is dealing with a problem and interacts with your company for the resolution.
Why Is Customer Experience Important?
The internet has made it possible for customers to educate themselves about their options. They research businesses before any interaction or transaction takes place. Among the things they check are your trust signals. Does your law firm have a positive reputation online? What are your current or past clients saying about your services and their customer experience with your firm?
Customers gauge the quality of the experience your business offers by reading online reviews left by those who have interacted with your company. If a client has a bad experience with your law firm and leaves a negative review, this may impact your business. What’s more, you might be a reliable law firm, but if your competition has a better online reputation, they’ll have the upper hand and are likely to win more clients.
Let’s take a closer look at brand experience marketing for law firms. You might be wondering: What is customer experience marketing for law firms? and how to incorporate this into your marketing strategy.
It can be tricky to deliver on excellent customer experience when most people only seek out legal services when they need assistance with negative and serious problems. However, customer experience marketing strategies tailored for the legal sector can help your law firm stand out in this already saturated marketplace.
Here Are 10 Tactics That Help You Deliver the Best Law Firm Customer Experience
1. Define Your Customer Experience Vision
Having a customer experience vision enables you to steer all brand experience marketing efforts in one clear direction. It helps you determine how to deliver customer experience aligned with your law firm branding strategy and company values. Have an effective customer-centric approach that drives your team to deliver a good customer experience.
2. Identify Your Client Persona
To provide the best customer experience, it is essential to understand your clients’ wants and needs. You’ll know how to deliver the best customer experience when you’re able to anticipate what your clients’ pain points are.
One way to do this is by identifying your client persona or client profile. A client persona describes your ideal client. You can give your client persona a name and personality.
Troy, 42, is tech-savvy and prefers online self-service options. He uses chat and email channels instead of the phone. He needs help with contract disputes.
Mary, 39, prefers virtual meetings and enjoys reading blogs. She needs help with estate planning.
Researching and understanding your clients’ profiles give you insights into what their sentiments most likely are when they seek your services, as well as avenues where you could effectively reach them. It also helps you anticipate their wants and needs and prepare ahead of time.
3. Find Avenues To Connect With Your Clients
Your clients seek experiences that make them feel special and interactions that assure them they are in good hands. Personalized engagements build lasting relationships, and you can use your research on your client persona to deliver just that.
Showing your clients that you care goes a long way. Have genuine conversations and be a good listener. Be patient with them and respect them. Make things convenient for them and provide them with options.
You shouldn’t limit your engagements to one-on-one meetings with your clients. If they are fond of blogs, putting high-quality, relevant content on your website addressing their pain points and evergreen problems helps. If they like quick chats instead of phone calls, invest in intuitive chatbots. Once you build your client profiles, you’ll be able to explore all appropriate channels you can use to keep your clients engaged.
4. Be Consistent
Ensure everyone in your team is on board with your customer experience and marketing strategy and is well-trained to provide memorable brand experiences to your clients. Consistency helps build your clients’ trust.
5. Collect Real-time Feedback
Getting feedback from your clients is an excellent way to identify any gaps in your experience marketing efforts. Gathering these insights will help you know how to deliver the best customer experience. You can ask clients to post online reviews on Google, Yelp or Avvo, and highlight their testimonials on your website.
You can also email your clients and inspire them to answer a survey or leave a review online. This is among the most common online review management strategies companies use when they want to increase the amount of feedback they receive – whether as survey responses or online reviews.
6. Measure Customer Experience
Quantifying how your clients feel about their experience is key in confirming whether or not your experience marketing campaigns are effective. Most companies send Net Promoter Score (NPS) surveys that ask a single, direct question: “Would you recommend this company to a friend or relative?”
If you’re not getting satisfactory scores, take the time to assess and revisit your existing processes. Use their responses to further refine the brand experience you’re providing.
7. Improve Online Presence
About 33 percent of people seeking legal services start with an online search. Legitimacy and trust signals on your website and review sites add tremendous value to your law firm because these are among the things that clients look for in a company.
Invest in a good website that speaks to your clients’ wants and needs. Your web pages should be informative and easy to navigate. Let your potential clients know what practice areas your law firm can help them with. This is also a great platform to post your clients’ success stories and online reviews. You can add a review widget to display these compelling testimonials on your website.
This helps with online reputation management and can place your law firm at the forefront of online searches. Having a large number of positive reviews improves your search rankings.
8. Leverage Email Marketing
One of the proven ways to improve awareness around your law firm’s offerings is through email marketing. Let your existing and potential clients know about recent client victories and company news. Providing them with relevant and genuinely helpful information can spark engagement and work to your law firm’s advantage.
People prefer personalized emails containing essential information. This enables you to build trust and connect with your existing and potential clients personally.
9. Automate Your Marketing
It is vital to stay in touch with your clients, and automating specific movements can take the heavy lifting off your shoulders. Some systems automate blog updates, send relevant notifications and deliver personalized messages in a timely manner.
Through automation, you can set your parameters to only send these marketing materials to those who are likely to find value in them. This enables you to send timely messages that inspire client engagement.
10. Invest in Online Review Management
Make sure you have the tools to generate more client reviews and manage feedback being posted online.
Having robust online review management strategies can help you gain more client testimonials and safeguard your positive reputation online. You’ll want to constantly reassure your clients that your law firm is one that they can trust. Negative testimonials are inevitable, and it is vital to respond to these reviews appropriately.
Hiring a professional agency offering review management services can ease worries about potential clients stumbling across negative reviews and losing their trust in your law firm. Investing in online review management software helps safeguard your law firm’s online reputation.
While it can be challenging to ensure a great experience for a client, considering the nature of your business, the right marketing approach can help you connect better to your clients and put your law firm in a positive light. You can even turn a client’s negative experience into an opportunity to showcase your genuine interest in helping them.
To have positive business results and gain good returns, you must design and implement an effective customer experience marketing strategy. It takes consistency and a level of commitment to pull this off. If you don’t have the bandwidth for this, hiring experts to do your legwork is a worthwhile investment. Investing in software tools or an agency with the mechanism to launch and manage your campaign increases your chances of success.
Rize Reviews is an online reputation management agency that can help by providing you with online reputation management software tailored to your business needs. You don’t even need to be tech-savvy to pull off a successful customer experience digital marketing campaign, as we will assign you a support representative who can help automate processes and launch your law firm’s campaign.
Let’s talk about how we can help your law firm broaden your client base and increase your number of cases through innovative and data-driven customer experience and marketing solutions. Call us at 866-325-0303 or drop us a message today!