Five Ways to Use the Internet in Order to Generate More Referrals

April 30, 2014
Marc Cerniglia

“I don’t need internet marketing, I get my business through referrals.”  This is something I hear all the time from lawyers and similar professionals.

This comes out of the mindset that internet marketing is only for creating leads and prospects from people who are searching online for what you do.  This is a good thing of course, but it misses another half of what the internet can do for you.

The internet can also help to generate more referrals. Referrals are all about staying connected with people, and them believing you are one of the best at what you do.  That is what makes someone remember you and refer to you.

So, what are some things you can do online to increase referrals?

1. Send out a Monthly E-Newsletter
Everyone uses email!  Gather up those email addresses from business cards, past clients, wherever you can find them and start creating a monthly e-newsletter.  Fill it up with helpful information, don’t just promote your business.  Provide industry updates, relevant advice, and a personal touch such as a quick introduction or update. Then, with a few clicks you can instantly reconnect with 100, 500, or even thousands of people (depending on how many email addresses you have).  Sure beats having to call each and every one of them!

2. Connect with Clients & Colleagues on Social Media
I ran across some stats recently that said something like half the world’s population is on social media, so it’s safe to assume this includes some of your past clients and colleagues.  Ask them to connect with you on social media.  From your Firm’s Facebook page to your LinkedIn profile, social media is a fantastic way to stay connected, as long as you maintain an active presence.  When you stay connected, referrals become more likely.

3. Write Blogs Regularly
Write about topics that would be helpful to your audience.  If you’re a business lawyer, for example, write about common contract questions business owners have. Blogging not only reinforces you as the expert, but it creates a reason for people to come back to your website (where your blog should be).

4. Create a Video Series
Want to take things to the next level beyond blogging?  Create videos!  It could be a video blog, or perhaps something as simple as a Video FAQ.  You know what the common question are that your clients have.  Put them into video answers and post one each month on your website, social media, etc so that it becomes a series.  This  creates another ongoing touchpoint and reason for someone to check back in, and it reinforces your expert status along the way.

5. Show up on Google for Your Name
Last, but not least, does your website show up first on Google for your name, or the name of your practice?  Too often it is someone’s Facebook profile, or a page on a referral website that shows up.  It needs to be your website!  If they are looking for you, let’s make sure they find your website, not Facebook where they can easily get distracted, or a referral website where they can easily consider others who do what you do.

Overall, the concept is simple. The recipe for referrals is top of mind awareness and being seen as an expert in what you do.  If you stop and think about it, this is the formula that likely already works for you in the “real world.”  However, there is more where that came from if you apply the same concepts to the internet.

Need help making this happen?  Give me a call or shoot me a quick email.  I would love to chat about it.

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Marc Cerniglia

Marc is a founding Partner at Spotlight Branding, an internet marketing and branding firm for lawyers. He is passionate about helping lawyers understand the truths and myths about internet marketing, and educating them on how to get the most out of their marketing efforts.