Getting online reviews of your estate planning and elder law firm is step one. If all you did was collect online reviews, that would be good, but not great. To maximize your online reviews, you want to leverage them and use them in a variety of different ways. Start by conducting an inventory of the reviews so that you know what you have to work with. Making this a monthly task, for yourself or a team member, will serve a few purposes. It will remind you that you need to ask raving fans for online reviews, create content for blog posts and email newsletters, and keep you current on your online presence.
Once you have an inventory list of online reviews, consider what belongs where. For instance, a blog post that consists of a short, two-sentence testimonial is going to leave a lot to be desired. But that same short two-sentence testimonial will fit perfectly in a testimonial section on your website. Just be sure to ask IMS to alternate long testimonials with short testimonials so the page will look more balanced.
If you have a testimonial that reads like a short novel, that’s perfect for your blog. Remember to alternate testimonials with news items and other topics on your blog, so that it’s not one long stream of testimonials.
Consider adding a reviews section to your email newsletter. If your newsletter is made up of sections, like a newspaper, add an online review section that will be included in every edition. This way, your readers will expect to see a good review every time they receive the email.
Remember that one of the key elements of marketing is repetition. When someone sees a positive review once, it registers. When they see it again, or when they see a second and a third positive review, the message becomes clearer with every repetition: this is a great law firm that solves client problems. Especially in today’s crowded media environment, messages must be delivered more than once.
Online reviews can be used in non-digital marketing also. If you have a print newsletter or a firm brochure, you may want to dedicate some space to include these reviews. Yes, these hard copy marketing tools are still used by many law firms. Something a little unexpected in a law firm: a self-published book of reviews for clients to leaf through while they are waiting in your reception area. Edited selectively, this collection of reviews would reinforce your client’s sense that they are in the right place, meeting with the right lawyer to help solve their problem.