#55 6 Proven Strategies to Keep Your Practice Growing All Year Long

In this episode of the Serve First, Sell Later marketing podcast, host Sylvia Garibaldi reveals the secrets to cultivating a loyal client base through patient marketing. Discover how legal, mediation and divorce professionals can prioritize long-term relationships over quick wins by focusing on trust-based connections. Sylvia introduces the six foundational pillars of patient marketing, offering valuable strategies for maintaining visibility, building genuine relationships, and developing a steady client pipeline. Whether you're in family law, mediation, or estate planning, these actionable insights will transform your approach to professional growth and client relationships.

Resources:

Feeling stuck about how to grow your practice, book a free strategy call here.

#16 Expert Ways to Build Your Client’s Trust  

#21 Visibility Matters: Strategies to Stand Out 

#11 What They Don’t Teach You In School About Client Attraction and Retention 

Key Takeaways:  

• Understand the concept of patient marketing and its significance in growing a practice.
• Learn the importance of building trust-based relationships over seeking immediate results.
• Discover strategies for maintaining visibility during slower periods and collaborating with industry peers.
• Embrace the value-first approach by sharing educational resources and meaningful engagement.
• Recognize the power of consistency and small actions in building a reliable client pipeline and strong reputation.

Episode Chapters:

• (0:00:00) - Building Trust Through Patient Marketing.
• (0:04:59) - Building Relationships Through Value-First Approach: Learn how to stand out by offering value without expecting immediate returns and the importance of consistent engagement.
• (0:17:23) - Building Trust and Reputation Through Consistency: Delve into effective strategies for developing a steady client pipeline.
• (0:28:27) - Taking Small Steps for Big Results: Discover the impact o

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Transcript

00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode 55 of the Serve First, sell Later, marketing podcast. 

01:41
I'm your host, sylvia Garibaldi, and as we approach the new year, I think it's the perfect time to really reflect on what's working in your marketing strategy, what's not, and how you can position your practice for long-term growth in the year ahead. So let me ask you this have you ever felt frustrated by the time it takes to see results from your marketing efforts? Maybe you've put in the work, written the blogs, shared the posts, and still the phone isn't ringing like you had hoped. So if this sounds familiar, you're not alone, because in an industry like yours, where trust, expertise and relationships matter more than quick wins, success takes time and strategy, and that's what I'm going to talk about today, because I think it's really important to touch on this, and it's something that I like to refer to as patient marketing, and it really refers to a strategic approach that prioritizes long-term relationship building and consistent efforts to attract clients rather than seeking immediate results. So what it does is it emphasizes steady, thoughtful and really persistent actions to create trust, establish credibility and, at the end of the day, provide growth, and so this method is really relevant for professionals in their legal mediation and divorce spaces where relationships, trust and reputation is really critical to success. So, in this episode, I'm going to be unpacking the six foundational pillars of patient marketing that can really help change your approach to growth, and so these are principles that apply to everyone in this audience, whether you're a family lawyer navigating high-stakes divorces, or an estate planning attorney helping families plan for the future, or maybe you're a mediator resolving workplace or family conflicts, or a divorce professional guiding clients through these really complex transitions. So, if you're tuning in during your morning commute or a break between consultations, I want you to think about how you can use the insights from this episode to really help you build a steady, reliable pipeline of loyal clients and, of course, referral partners. 

03:53
Okay, so let's dive in. So I want you to think about this how much of your business relies on trust, whether it's a client choosing you to handle their family matter or a referral partner recommending your services, it's really important to understand that all of this comes down to trust, and trust is not built overnight, and that's why relationship building is really the cornerstone of patient marketing, and this is principle number one of patient marketing. So it's not about quick wins or instant results. It's about investing in people, your clients, your colleagues and your network for the long haul. And here's the thing when you focus on real, authentic relationships, you're setting yourself up for a steady flow of opportunities, not just for now, but for years to come. So what does relationship building look like in your practice? And I want to break this down into three simple steps. So first, you need to focus on building those real connections and you know what I mean by that, whether it's with clients or referral partners. 

04:59
This isn't about handing out business cards or sending generic emails. This is about taking the time to understand what that other person needs and showing that you care. So, for example, let's say you're a divorce mediator, instead of just telling a family lawyer to send you referrals, I want you to ask about the challenges that their clients face. Offer them ideas or resources that they can share with their clients, even if it doesn't lead to an immediate referral. So when you actually take the time to provide value without expecting something in return, you stand out. And trust me when I say people remember that. So the next thing I want you to think about is how can you add value to the people in your network, but on a regular basis, and this could mean creating helpful content like blog posts or videos that answer common questions that your audience has, or it might mean sharing tips or advice that your referral partners can actually pass to their clients. Partners can actually pass to their clients. 

06:07
The key here is consistency, so don't just show up when you need something. Be a regular presence in your community, on your social media and in your industry, and it will pay dividends. So, finally, I want you to think about collaboration. So this is one of the best ways to build relationships, and it's simply by trying to work together on a particular initiative. This might mean co-hosting a webinar with another professional, sharing their content with your audience, or an important email that you want your audience to be aware of, or your clients and prospects. You want them to be aware of something that your referral partner is doing. So think about how you can do this, because not only does this add value for both of your audiences, but it also strengthens the relationship with your collaborator, and when they think of someone to refer clients to, you're going to be top of mind. Okay, I hope this makes sense. All right, so I want to move on to principle number two, and that is consistency. Now, how often are you showing up in front of your audience, whether it's on social media, at events, or in your community, in your industry? If the answer is every now and then, you might be missing out on opportunities to grow your practice. 

07:21
Because here's the reality Consistency is the glue that holds your marketing strategy together. It's what keeps your name top of mind, plain and simple. I mean, it's not Very difficult to comprehend, right? Consistency? Keeping you top of mind is key, even when people aren't ready to hire you right now, and so in professions like yours, where decisions are deeply personal and often take time, staying visible is even more critical. So I want you to think about it this way Imagine you meet someone at a networking event and you have a really great conversation. You exchange contact information and then you never follow up, and I'm sure that happens a lot. So six months later, when they need the exact service that you offer, they don't remember you, not because you weren't great to talk to, but because you weren't consistent in staying on their radar. 

08:15
So this is why consistency is so powerful. It's not about being flashy or overly salesy. You don't need to worry about that, because that's not what I'm talking about here. It's about showing up regularly so that when someone needs your expertise, they think of you first. So how do you become consistent in your marketing without feeling overwhelmed, right? So I want to break this down in a couple of steps. The first is you need to make it a habit to share content regularly, and if you've been following this podcast for a while, you've heard me say this a lot. So this could be a social media post. Maybe it's a short video, or even a quick tip shared on LinkedIn. 

08:59
The key here is to provide value, answer common questions, share those insights or highlight your expertise, and please do not overthink it. And, as I said, you don't need to post every day if that's not something that you can manage to do. Whatever it is, however many times a week it is, I want it to be consistent. So, for example, if you're a workplace mediator, you might provide tips on resolving employee conflicts or share a success story, and when people see your name pop up regularly, they're going to associate you with two things expertise and reliability. And when you can establish those two things expertise and reliability you become front and center when they need you most. 

09:48
So the next thing I want to touch on here about you know your marketing is to not just post but really engage, so I want you to take a few minutes each day to comment on other people's posts, answer questions or respond to messages. This really builds relationships and keeps you visible in your network. Now, if you're a professional that does not have time to do that, then there are services out there that can do that for you, so check them out. That is a service that we offer at SG&Associates, so if you want to have a conversation about how we can help you with that, please feel free to reach out to me. Otherwise, if it's something that you can do on your own, then I recommend you schedule it into your calendar so that you're going in every day and creating that engagement. 

10:33
All right, finally, I think consistency isn't just about online presence. It's also about being active in your community and network, and this could mean attending professional events, participating in local groups or volunteering your expertise, and I think the more people see you and associate you with your work, the more trust you're building. Now I want to talk about something that's probably not mentioned a lot, and that is really staying consistent, but staying consistent during those slow periods. Okay, so we've all been there Times when the phone isn't ringing as much and it's tempting to just step back, but these are actually the best times for you to double down on your visibility. So use those slower months to create content to reach out to your network, or even try something new, like hosting a webinar, if you haven't done that before. So I want you to remember that the seeds you plant now will grow later, but only if you keep showing up. 

11:39
All right, let me ask you this when was the last time you chose a service provider because they gave you something valuable, like advice or resource or guidance, without asking for anything in return? So think about how that made you feel. Chances are it built trust and showed you that they knew their stuff. And that's exactly what the value first approach is all about. And this is principle number three offering educational resources, helpful tools or meaningful advice up front, without pushing for a sale or a consultation right away. So I can't tell you how many legal professionals, for example because we work with a lot of them are shifting from those paid initial consultations to totally free consultations, having a conversation to see if you and the potential prospect are a fit right. That's what we're seeing in the industry right now. People are moving towards that and the reality is your audience, or your ideal prospects, they're coming to expect this as well. 

12:52
So really important to think about how you can provide that guidance and that education first, that value first approach. So I guess it's important to really talk about. You know why does the value first approach work? And, to simply put this, people don't want to be sold to, especially when they're making big decisions, like choosing a lawyer, a mediator or a divorce financial professional, because they want to feel informed and supported. And by offering value up front, you're showing them that you care about their challenges and that you have the expertise to help them, and this really creates the foundation of trust and sets you apart from others who might just jump straight into selling, if you know what I mean. Okay, so let me break down the value-first approach into action. 

13:43
So one of the easiest ways to provide value is to create resources that answer common questions or solve problems for your audience. So think blog posts, videos, checklists, guides. They don't have to be complicated, they just need to be helpful, okay, and these resources will position you as someone who's not only knowledgeable, but also willing to help without strings attached. So another way to add value is by sharing simple tools or actionable tips that your audience can use right away. So this could be something as small as a budgeting worksheet for clients going through a divorce, or maybe a quick tip on how to prepare for a mediation session. So, for example, if you're an estate planning attorney, you could offer a checklist of essential documents every family should have in place, and when you give people something useful, they're more likely to remember you and come back when they're ready to take that next step. 

14:45
Sometimes value is really just as simple as having a conversation. Right, if someone reaches out with a question, take the time to answer it thoughtfully, even if they're not ready to hire you yet, because this shows that you're approachable and you genuinely care about helping. I hope that makes sense. So take a few minutes to explain the basics, share a resource or point them in the right direction, or sometimes you may establish that you can't even help them, but what would be helpful for them is if you refer them to someone else, and that is being a resource that will allow them to think about you for future needs. So that small gesture can really make a huge impact. So it's not enough to offer value once and really hope for the best, because you need to make it a regular part of your marketing, and that means sharing tips on social media, writing blog posts or hosting those free workshops or webinars. And the more consistently you provide value, the more people will see you as a go-to expert in your field. 

15:55
All right, so how long did it take for you to trust someone that you rely on Think about a mentor, a colleague or even a service provider? My guess is it didn't happen overnight. Right, and really the same is true for your clients and referral partners, because trust isn't built overnight, especially in fields like legal and mediation, where those stakes are high and clients need to feel confident that you're making the right choice. And this brings me to principle number four, which is trust over time. And you know, if you think about it from your client's perspective, if you're going through a divorce, planning your estate or dealing with a workplace conflict, these are huge. These are huge emotional decisions, and they want to be absolutely sure that the person they're hiring has the expertise, the reliability and the understanding to handle their situation. And that kind of trust doesn't happen after seeing one social media post or attending one of your events. This is really built gradually through consistent actions and meaningful connections, and that's why building trust is really a long game, because it's about showing up, providing value and demonstrating your expertise over time so that when someone is ready to make a decision, they're going to feel confident about choosing you. 

17:23
So what are some ways that you can create trust? And you've been following along in our podcast. You know I've talked about this before. So here are some simple ways but powerful strategies, and the first is consistency. People need to see you regularly in order to trust you right. This means showing up consistently, whether it's in your community, in your network, on your social media. It's about being present enough for people to recognize your name and then associate it with credibility. And I'll also say that consistency could be referral partners that are continually using your name because they're referring potential clients to you, and so different referral partners can use your name, and clients are hearing your name over and over again. That's another way that you can see consistency. 

18:10
So you also want to ensure that they know that you're an expert and that you really understand what they're going through. So you're going to share that educational content. You're going to answer those common questions. You really want to demonstrate your expertise, and that could even include testimonials, right, showing those testimonials about what people are saying about you. 

18:32
And I think building trust isn't just about what you say. It's also the actions that you take and how you show up. If you say you're going to follow up with someone, follow through. If you promise to deliver a resource, do it promptly. These small actions add up and show people that you're reliable and professional, and trust me when I say that people are looking for these things to see if you will deliver, and very quickly. As an example, if I'm in a meeting with someone and I see that they maybe don't show up on time frequently, or maybe they don't show up at all or they don't keep to what they said they were going to do, I'm adding all these things up in my mind and it formulates an impression right, and so people are paying attention. So I want you to think about that. And finally, I think we all recognize that trust takes time, and it might be months, could be years before a potential client or referral partner really feels ready to work with you, and that's okay, because the key is to keep showing up and providing value time and time again, right? 

19:41
So remember, your job is to plant seeds and to nurture them. So, for many, finding clients can feel like a roller coaster One month your calendar is packed and the next you are scrambling for business. Can you relate to that? So if this sounds familiar, then you're really not alone, because many professionals in the legal and mediation fields they struggle with keeping a steady flow of prospects. And that's where pipeline development comes in, and this is number five. Pipeline development is number five of patient marketing. 

20:19
So what is pipeline development? Very simply, pipeline development is all about continuously engaging in activities that bring potential clients into your universe. So it's not about instant results or quick wins. It's really about building a system, a process that keeps your business moving forward, even during slow times. So the key here is continuity, right, right, you have to keep planting seeds through consistent outreach, networking and content creation, knowing that some of those seeds might take months or even years to bear fruit. So here's the thing Clients don't always make decisions right away. In industries like legal and mediation, people often take their time. So they need to trust you, they need to understand your expertise and feel confident before they're ready to commit. So I think by building and nurturing your pipeline, you're ensuring that when someone is ready to make that decision whether it's next week or next month that you are the person that they think of first. So let's break down into very simple, actionable steps how you can really start to build and maintain that pipeline today. 

21:33
So, time and time again, I've always said that one of the best ways to grow your pipeline is by putting yourself in front of your ideal audience. This could mean speaking at industry conferences, local community events, virtual webinars. Really sharing your expertise can help you build that credibility and connect with people who may need your services down the line. Right, that's the key thing. That's what you want to do. The other thing you could do to build your pipeline is to strengthen relationships with referral partners. These could be lawyers, financial advisors, therapists, hr executives whoever serves the same clients as you do and may not be your competition. So the key here is to stay in touch, provide value and really look for those ways to collaborate. 

22:27
Okay, and speaking of webinars, I think hosting your own is another great way to engage prospects and build your pipeline, but I want you to choose a topic that addresses common questions or pain points that your ideal clients face, and then use that webinar as a way to showcase your expertise. So, for example, if you're a business lawyer, you could host a webinar on how to avoid legal pitfalls when starting a new business, and I think at the end it's going to be really important to invite those attendees to either join your email list for more tips or bring them into a consultation. Whatever it is that can continue. The conversation is going to be super, super important. So pipeline development isn't just about big events, right. It's also about the small, consistent actions that you take every day. So think about posting regularly on social media, send those follow-up emails to maybe past clients or prospects who haven't made a decision yet. Engage with your community. These are all actions that can keep you visible and really remind people that you're there to help. Okay, so here's another quick example. If you're a workplace mediator, you could share tips on LinkedIn about how to resolve team conflicts, or you can send a quick email to a referral partner just to check in. These small actions can seem insignificant, but really over time, they build up to a strong, reliable pipeline. So now here's the part that's hard. For many people, results don't happen overnight, and I think building a pipeline is definitely a long game, and the people you connect with today may not need your services for months or even years, but if you've been consistent in showing up and adding value, they'll remember you when they're ready. So I think the key here is to trust the process. Every blog post, every social media, every event, every conversation it's all moving you closer to a steady, reliable flow of clients. 

24:36
All right, moving on to principle number six of patient marketing, and that is reputation. So when you're deciding to work with someone whether it's a contractor for your home, maybe a new service provider or even a restaurant what is one of the first things that you do? You check their reviews right. You look for testimonials, success stories or anything that gives you confidence in their ability to deliver, and so your clients and referral partners do the exact same thing when they're considering working with you. And I think that's why focusing on your reputation is so important in patient marketing, because it's not just about what you say you can do, it's about what others say you've done. So a strong reputation sets you apart, builds that trust and really positions you as the go-to expert in your field. So choosing a lawyer, a mediator or a divorce professional is really a big decision for a lot of people, and people want to feel assured that they're hiring someone who's reliable, who's helpful and really helps them get those results that they're looking for. So your reputation isn't just about attracting clients. It's also about creating trust with people who might never hire you directly, like referral partners. So when others see you as a reliable, helpful expert, they're far more likely to send clients your way. 

26:03
So the question becomes how do you build a strong reputation that stands out? And let me share a few simple, actionable strategies. So, first and foremost, let others do the talking for you. So ask for those testimonials, get those Google reviews and success stories. These are incredibly powerful tools for building credibility and they show potential clients and referral partners that they've helped people in similar situations and that you can help them too. So super important to think about how to do that, and I think you should not be afraid to ask for these testimonials after working with a client or completing a project where you know that they've felt like it was a positive experience. You should be open to asking them if they want to share their experience and most times, people are happy to help, especially if they've had that positive outcome. 

27:01
So reputation isn't just about your past successes. It's also about how you show up every day. Are you reliable? Do you follow up on your promises? Do you go out of your way to be helpful, even for people who might not become immediate clients? So, for example, let's say, someone reaches out with a question but isn't ready to hire you yet. Instead of brushing them off, maybe you take a few minutes to provide guidance and point them to a helpful resource, and that simple act of kindness can leave a lasting impression and even if they don't hire you, they might recommend you to someone else. 

27:39
Okay, another way for you to build your reputation is by consistently sharing your expertise. Once again, that's using your social media, your blogs, your webinars, your in-person events to share your expertise through those channels. And I think, finally, reputation isn't just built online, but it's also part of those real world interactions, right? So show up to those in-person events, participate in those community activities and really be an active member in your professional network so that people can know, like and trust you. So, as we approach the new year, I think it's really a perfect time to reflect and take one small step forward. 

28:27
So, whether it's asking for a testimonial, maybe committing to posting consistently, or reconnecting with a referral partner, I want you to remember that small, steady actions can lead to really big results. So just pick one thing that you heard today and put it into practice, because building trust, growing your pipeline or enhancing your reputation, it really doesn't happen overnight, but every effort that you make adds up over time. So thank you for listening and don't forget to share this episode with someone who could use a little encouragement as they plan for the year ahead. Thank you for joining me and see you in the next episode.