Marketers everywhere will be aware of the fact, known as the buyer’s journey. It is as important in legal content marketing as it is for any other sector. It all starts with the awareness, that is an important stage when a potential client discovers you and your services exist. This is followed by the second stage – consideration – as they learn more about you and what you do. Success comes when there happens to transition into the third (purchase) stage.
When a potential buyer reaches that third stage, it’s great news. It means the effort and investment in marketing have been successful. But there are a great deal more potential gains in store for you if you nurture your existing customers well.
Happy customers are great marketers:-
The fourth phase in your marketing strategy is what comes next and is known as the “delight phase”. This is when your focus will be on retaining your customers to ensure that they keep coming back. The principle is the same as in so many businesses: “loyalty brings rewards”. That means there will be discounts on future purchases, special offers, etc.
However, while all that may keep them coming back, it has another great benefit. A happy customer will gladly recommend your business to their friends, family and work colleagues. They may also leave a glowing review online.
Give a helping hand:-
The transition of customers from buyers to advocates may make it seem like everything goes in two big phases: The marketer and firm does the hard work of getting the customer on board, then they can sit back and expect their happy client to effectively do their job for them when it comes to attracting further customers. But it is not really like that at all.
Your role at this stage should not be just to keep the customers happy and expect them to bring their friends with them; you can also create more platforms for them to bring more customers. A good example of this is social media. If you have an active engagement with your customers, then they will post positive reviews on your pages. They will also link your pages to their own social media. All this means you need to have a good presence in this area.
Risk and reward:-
If you offer platforms for engagement, you might find an unhappy customer who covers your page with negative reviews. However, there are good reasons to consider this a risk worth taking. Firstly, if a customer is unhappy and takes the opportunity to say so, that does at least give you an opportunity to respond and do something to address the situation. Indeed, if you resolve a problem well, they may come back and praise you. That will turn the situation into a good news story, telling a positive tale about your high standards of customer care. Also, it means that you have more chances of retaining their custom than if they feel there is no avenue to complain.