There are 3 main tactics law firms should use for digital marketing for law firms or to stay ahead of this trend and effectively manage their online reputation.
- Make A Habit Of Asking For Reviews
The most seasoned lawyers know that the surest way to protect themselves from a negative opinion is to do everything to receive numerous comments from their clients regularly. So, get into the habit of asking for feedback from them.
Do you find it strange to ask for an opinion? Why not include it in your file closing procedure or your bill of fees?
Afraid that only disgruntled people want to blow off steam in online reviews?
Quite the opposite: happy customers are more likely to leave reviews.
This is all the truer if the service rendered is expensive or stressful, which is the case for any legal service.
- Build A “Content Wall”
A legal procedure or lawyer marketing services usually costs a lot of money. So, your future customers want to get as much information as possible. This is why a long list of opinions can only be profitable. In addition, reviews are often accompanied by a comment describing the quality of your service.
Do you doubt it? Imagine for a moment that you have no opinion. Or rather that you come across a product on Amazon, a hotel on Booking, or a restaurant on Google Maps without any reviews? That’s why posting content regularly ensures that any potential client seeking your services will have this wealth of information to rely on when deciding to contact you. This involves regularly soliciting opinions from your customers and writing blog posts, articles, guides, etc.
- Comment On A Negative Review
It may seem counterintuitive, but a negative review is usually a golden marketing opportunity. Why? Because you can post a comment in response to the review. A comment communicates responsiveness, attention to posted reviews, and strength of character. The trick is to ignore your legal impulse to refute the substance of the opinion directly. A much more effective approach is to write the response with future readers (potential customers) in mind. Think about what they would like to hear.
Show them that:
- You care about feedback even after getting paid
- You want to do things right for your customers
- Or you have compassion for their situation
Next, invest sufficient time and attention in creating a relevant message.
A half-hearted response to a negative review is much worse than no response. It makes you look defensive. Worse, you may be subject to disciplinary action if you reveal client confidences (or even potentially damaging non-confidences).
Reviews Provide Insight Into Your Service Quality
By actively using the first 2 techniques, you are well on your way to managing your online reputation and protecting yourself from that inevitable negative review. But remember that customer reviews are more than just a necessary evil to deal with. Online returns are viewable online for free. They show how clients perceive your legal practice. They can validate your actions and expose blind spots in your approach when delivering to your client. Previously, this opportunity to learn was either non-existent or incredibly expensive. Rather than just managing it, use online feedback to improve.
