There are two major categories when it comes to leads: marketing and non-marketing.
Marketing leads are leads that are generated specifically by the money spent on advertising opportunities. These are the types of leads that we work to produce for you through TV, Web, Outdoor, YP, etc.
Non-Marketing leads are, in short, leads generated as a result of great customer service.
Types of Non-Marketing Leads:
- Attorney referral
- Doctor referral
- Bar referral
- Client referral
- Employee/Staff referral
- Friends/Family referral
- Prior/Returning client
- Word of Mouth
- Data Mining (reaching out to old intakes in your system)
A strong brand has a “halo effect” that makes your firm recognizable when one of these referrals happens, but for the most part, these leads are the result of intentional hard work by you and your team.
The great thing about non-marketing leads is that you don’t have to spend any extra money to get them. It’s all about training your staff on how to provide great customer service during your client’s entire experience at the firm. Most firms are great with customer service while getting a client signed, but you also need to provide great customer service during the disbursement. That’s the last impression the client is going to get of your firm before talking to their friends about you or leaving an online review, so you want that last impression to be a good one.
If you look in your 2014 Year-End Report at page G.2, you will see how we have tracked this data for your primary practice area over the years and how it compares to other firms. Currently, 24% of The Camel Client’s calls are coming from non-marketing sources.
What’s your firm’s percentage?
For any additional thoughts or questions, reach out to your Agency Client Services team.