Keeping in touch with your contacts can help grow your referrals.When you are sending out your marketing messages, who picks them up? And whom should you be targeting in the first place? If you want to build a successful legal practice, you must first build a tribe—a group of people you keep in contact with and build a relationship with.

What good is a tribe? When you have a big tribe, you have a big group of people who will think of your name when they need legal help. You also have a big group of people who will give friends and family your name when they need legal help. Instead of shouting into the abyss when you are marketing (both online and offline), you have a focused group of people and a community.

How can you build your Tribe?

  • Keep an organized database. When new people come into contact with your office, be sure that your office maintains a connection with them. Far too many attorneys lose contact with potential clients simply because those people don’t need a lawyer right this minute. Attorneys need to think about the long game. Having a database where all tribe information goes is a great place to start.
  • Don’t forget hardcopy mailings. Do you write a monthly or quarterly newsletter? Or do you send any other form of mailings, from holiday cards to thank-you notes? With the growing popularity of the Internet and online marketing, many businesses have forgotten that getting a physical piece of mail is a great way to stay in the minds of your tribe.
  • Start interacting on Twitter. All social networks are great places to interact with your community and keep your law office in the minds of your tribe. However, Twitter is an especially good place to interact with friends of your followers and find new people to take an interest in your practice. Share information, dive into conversations and collect more names.
  • Get involved in your community. One of the best ways to grow your tribe is through volunteer work and charity work in your local community. You will be meeting new people face-to-face and building new relationships—all while helping others. Your tribe members will jump to recommend a local attorney who is passionate both inside and outside the office.
Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.