Not to stress you out, but the holidays are just around the corner! As the stores fill with shoppers and festive lights start twinkling, plaintiff firms should focus on a crucial aspect that can bring joy all year round—internal marketing. Client referrals can and often do account for a significant portion of new business. In fact, we at Vista have seen this play out at firm after firm. This makes internal marketing not only relevant but absolutely essential.
Internal marketing refers to strategies aimed at leveraging your firm’s existing relationships—be it with clients or employees—to build brand loyalty and drive referrals. Unlike traditional marketing, which targets external audiences, internal marketing focuses on those already familiar with your services. For plaintiff law firms, this approach is invaluable. Why? Because in a saturated market, standing out requires a dedicated client base willing to advocate for your brand.
Think of the absolute gold mine of information living in your case management system right now…hundreds or thousands of contacts who, if you did good work and treated them well, could be selling your services!
Your current clients and employees can be your strongest brand ambassadors. By nurturing these relationships, you can enhance your firm's reputation and increase the likelihood of referrals.
Firms invest heavily in traditional marketing tactics like billboards, TV ads, internet marketing, events, and other media. While those traditional marketing efforts certainly have a place and are important in your overall mix, they can be cost prohibitive and attributing the cases to the individual spend can be tricky. Too, the industry is exceedingly competitive. You not only compete with the firm down the street who may have deeper pockets for an aggressive tv campaign, but you also compete with firms investing heavily in internet marketing designed to drum up leads that can be referred out to partner firms. It can be difficult for a newer firm or one with a smaller budget to differentiate itself on traditional marketing efforts alone.
In contrast, internal marketing taps into existing networks, making it a cost-effective strategy. By focusing on individuals who already trust your firm, you mitigate the need for costly external campaigns.
Any solid internal marketing campaign starts first and foremost with client service. In order to convert your clients into raving fans, you have to provide them with world class service at every step of their journey with your firm. Take a hard look at how your clients experience your firm. Does it begin with an empathetic intake process and seamlessly move into a case management experience where expectations are set and met? Does the client receive regular, meaningful communication? Has your team been trained on how to greet and speak with clients? You cannot expect referral magic to happen if you’re not treating clients with care, compassion, and service. That’s the table stake for internal marketing.
Now back to the end of year holidays – obviously, this time of year presents a perfect opportunity to strengthen client relationships. Think about those personal gestures that clients may appreciate: a personalized greeting card, a nice piece of firm-branded SWAG, a tin of cookies or other holiday gifts. These can be thoughtful ways to stay top of mind for your current and past client base.
Your firm may opt to host a holiday event or charity drive to engage clients and get involved in your local community. Emailing your clients with an offer of a free Uber ride home on New Year’s Eve can be a way to stay in front of them with a valuable service.
Don’t forget your most important marketers – your team! At Vista, we say that marketing is everyone’s business. Your employees play a critical role in your internal marketing strategy. Ensure that you are loading them up with firm SWAG so they become walking advertisements for your brand. Treat them so well that they become rainmakers for you. One of my clients had a team member in the intake department who ended up with her own line on their marketing reports because she brought in so many cases! One of the questions we at Vista ask firm team members during an assessment is, “Would you send one of your family members to this firm if they had a need?” The answers are very telling. Consider polling your team. If the answers are not a resounding yes, take a look at why. What systems and processes need improvement?
Engaging your team with recognition programs or holiday-themed events can boost end of year morale and encourage them to become advocates for your firm. Don’t forget to highlight your team in any client newsletters. Tout employee achievements, birthdays, and anniversaries. Holiday get-togethers, coat and toy drives, canned food initiatives, adopt-a-family, and other events foster camaraderie among your team and aid your local community at the same time.
Incorporating holiday-themed content on social media platforms can enhance visibility. Create engaging campaigns or email newsletters that resonate with both clients and employees. Sharing client testimonials or success stories as part of your holiday campaign can further strengthen your firm's credibility and attract potential referrals. Don’t forget to include recipes and other non-legal items in your email newsletters! Share what you do in the community, always staying authentic to your brand and your team. Again, your team can be some of your best marketers. If you share content about them or involve them in your social campaigns, they are more likely to share that content with their own network, enhancing your reach.
The holidays are of course an opportune time for marketing, but competition for attention is fierce. You are not alone in sending cards and gifts this time of year, so standing out among the sea of noise can be tough. You might consider timing your efforts differently or picking different holidays where your efforts might really stand out. For example, at Vista, we send king cakes to our clients around Mardi Gras. Because we are based in Louisiana, it evokes Vista’s roots, and we have found that fewer people receive gifts around that time of year, so the impact is greater. We have worked with a firm that sent out amazing St. Patrick’s Day boxes, we have seen a cool Leap Day swag box, and there are cute ideas for “love” themed items around Valentine’s Day. Think outside the box about what you send and when to ensure that your message doesn't get lost in the holiday shuffle. It’s great to maintain engagement during less crowded periods.
Too, engagement and brand building doesn't have to be limited to the holiday season. Explore some non-holiday efforts that align with your firm's goals and client needs.
You’ve done an excellent job for your clients. You’ve provided world class service, reached out regularly, stayed top of mind with thoughtful marketing messages, newsletters, SWAG, events, and social content. They have come to trust you, and now that they have healed, you’ve successfully resolved their case. Don’t forget that last, important step! ASK your clients for reviews, referrals, and engagement. Make it as easy as possible for them to leave you a review. Remind them, often, that referrals are welcome and encouraged. You may even feature them on your social channels if they agree. Snap a picture of them with their attorney and share it on social. Remember, your reach is greater when others share with their networks!
From building stronger client relationships to enhancing employee engagement, internal marketing strategies can set your firm apart in a competitive landscape. Take the time to evaluate your current efforts and consider how you build a successful internal marketing campaign.
Let's make this holiday season a time of growth and success for your firm!
