You can learn a lot from the people you work with, especially when you’re trying to pull in more potential clients just like them. Did five clients see your ad in the sports page for every one client who saw your picture on a park bench? Did a client’s Facebook friend refer another client? Did another firm’s cheesy ad push a client to you instead?
These types of information can take your law firm to the next level through directed law firm marketing based on client feedback.
Here are some tips on how to gather the best information from former clients:
- Demand constant feedback. Don’t pick one time of the year to gather all your feedback. Seasons, holidays, tax dates, seasonal sports, school calendars, … everything can have an effect on the feedback you get. Get a cycle of feedback feelers going throughout the year so you get a good overview of what people are thinking and what different times of the year mean for you.
- Listen. Listen hard. Typically, people like to be heard. If you give former clients open-ended questions and opportunities to express themselves, they will. They want their voices heard, and you want to hear them. Avoid yes-or-no questions.
- Give rewards for feedback. Present every former client with an opportunity for a gift card or a free meal if they fill out response sheet. One important note, make sure that they know it’s all anonymous! You won’t get honest feedback if they think you just want to hear how amazing you are and all your marketing strategies are great. If they think that will help them win, you will lose.
- Use a fresh face for review. Along with anonymous feedback through an online survey or mail, consider implementing feedback through an interview. If you have someone interview clients after their cases are concludes, the lawyer who worked directly with the client definitely should not conduct the process. His involvement would skew the review one way or another, and you will be left with useless feedback.
Useful feedback can really set a law firm apart from the rest. If you can capitalize on what works and what to avoid based on the opinions of the people you’re trying to serve, they won’t want to go anywhere else. Information is gold.