Serve First, Sell Later Marketing
Serve First, Sell Later Marketing
#60 The 85% Rule: Why Most Clients Won’t Call You First
In this episode of the Serve First, Sell Later Marketing Podcast, Sylvia Garibaldi breaks down why having an online presence is critical for professionals. While referrals are great, they can be unpredictable. With 85% of potential clients searching online before reaching out, if you’re not visible, you’re losing business to competitors. Sylvia shares common roadblocks that hold professionals back and provides three key shifts to build a consistent and effective online presence without feeling salesy.
In this episode, we discuss:
Episode Chapters:
- 00:00 Why online visibility matters in today’s competitive market.
- 03:49 Overcoming fear of sales, time constraints, and marketing overwhelm.
- 06:33 How showing up online builds credibility before clients even contact you.
- 08:49 Reframing mindset, building consistency, and starting small for success
- 13:54 Simple steps to improve your online presence today
Resources:
Feeling stuck about how to grow your practice, book a free strategy call here.
#49 The Hard Truth: Why Being the Best Isn’t Enough
#44 Top Social Media Mistakes Professionals Make (And How to Fix Them)
#25 Two Key Approaches That Will Get You Noticed
#1 Online Visibility Made Easy
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00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode 60 of the Serve First, sell Later marketing podcast.
01:28
I'm your host, sylvia Garibaldi, and in this episode I want to talk to you about why being visible online is really a big deal for lawyers, mediators and divorce professionals, and I know it might seem like a hassle but trust me, it's worth talking about. So you've probably built your practice on referrals and that's fantastic. But here's the thing If you're not showing up online, you're missing out on a ton of potential clients. And it's not just about having a basic website anymore. Here's a really crazy stat I want to share with you website anymore. Here's a really crazy stat I want to share with you 85% of people looking for help are searching online before they even think about calling anyone, and that's huge. If you're not popping up in these searches, it's like you don't even exist to these people. So I understand you might be thinking but I've got plenty of referrals coming in and that is terrific. But let's be real about it Referrals can be unpredictable. One month you're swamped, the next you're twiddling your thumbs. So having a strong online presence really gives you another way for clients to find you, which can really help smooth those ups and downs in your practice. So if people can't find you online, guess where they're going to be going. Yes, you're right straight to your competitors and they're not going to spend hours trying to track you down, because if they can't find you quickly, they'll just move on to the next name on the list.
03:01
So let me share a quick story with you. I was talking to a family law mediator recently and she told me that after she got serious about her online presence meaning she spruced up her website she started blogging consistently and writing social media posts on a weekly basis on her platforms where her ideal target market hangs out, and her client inquiries tripled in just six months. So the bottom line is this these days, being visible online is how you grow your practice. If you're not putting yourself out there, you're basically putting a limit on how much business you can grow, and in this competitive field, can you really afford to do that? I think that's a question you need to ask yourself honestly.
03:49
So, as we dive into this podcast, I want to start off by looking at the roadblocks that often trip up professionals when it comes to online marketing, and these are the real issues that I've seen time and time again, and I bet you'll recognize at least a few of them. So first up is this fear of coming across as salesy, and I get that. You've worked hard to build your reputation and the last thing you want to do is seem like you're pushing services on people. But here's the thing Good marketing is not about being pushy. It's about showcasing your expertise and helping potential clients understand how you can solve their problems. Then there's the overwhelm factor, and there are so many platforms out there, right so Facebook, linkedin, twitter, instagram it can really make your head spin, and it's totally normal to feel lost about where to begin.
04:46
Here's another big one the misconception that your expertise alone is enough to bring clients in. So I wish it were that simple. But in today's competitive market, being great at what you do is just the starting point. You really need to make sure people know about your skills as well, and so time constraints are huge. Your skills as well, and so time constraints are huge. I mean, you're already juggling clients cases, client meetings and all the admin work that comes along with running a practice, and finding time to focus on marketing can feel really impossible.
05:23
So let me share another real world insight with you, and I've seen many lawyers rely almost entirely on word-of-mouth referrals. And don't get me wrong referrals are great, but here's the catch Referral networks aren't predictable, right? I'm sure a lot of you can relate to this. They can dry up unexpectedly, leaving you in a really tough spot. So the key is to find a balance. You want to really maintain those valuable referral relationships while also building a strong online presence, and that way you're not putting all your eggs in one basket. So I hope that sounds familiar. So these roadblocks are common, but the good news is is that they're not insurmountable. Okay, so in fact, recognizing them is really just the first step in helping to overcome them. So I want to tackle another big misconception, and that's being visible online doesn't mean you're selling out, and I know some of you might be worried about that. Trust me, I've had many conversations about this with professionals. Trust me, I've had many conversations about this with professionals.
06:33
But online visibility is really about building trust and establishing yourself as an authority. That's all we're trying to do with building an online presence. It's about showing potential clients that you know your information and you can help them with their problems. So I want you to think about it from a client's perspective for a moment. When you're looking for a lawyer, mediator or divorce professional, what do they really want? They want reassurance, right? They want to know that they're hiring the right expert who can handle their case or situation. So by being visible online, what you're doing is you're giving them that reassurance before they even pick up that phone to call you.
07:16
So here's a key point Sharing your knowledge online is a really powerful way to position yourself as a trusted authority before they even pick up the phone to call you. So when you put out helpful content maybe it's a blog post explaining you know common issues, or short videos answering frequently asked questions you're really just demonstrating your expertise. You know, some people say, well, am I not giving away too much information? No, you're not. Actually, you're just demonstrating your expertise to build the know like and trust factor. So you're showing potential clients that you know what you're talking about and you're doing it before they even have their first consultation with you.
08:01
I hope this is making sense. Here's another benefit that might surprise you, and that's having a strong digital presence actually leads to more pre-qualified leads. So what do I mean by this? Well, when people find you online and they read your content or they watch your video or they listen to your podcast, they get a really good sense of who you are and what you offer, and what you as a company can offer them as a solution, and by the time they reach out to you, they're already pretty sure you're the right fit for their needs. So this means that you spend less time on consultations that really just don't go anywhere and more time with clients who are ready to work with you.
08:49
So I think it's important to remember that being visible online isn't about hard selling or compromising your professional integrity. It's not that at all. It's about showcasing your expertise, building that trust and connecting with the clients who need your services the most. So now I want to talk about the three key shifts that professionals need to make when it comes to online visibility. These aren't complicated, but they can make a huge difference in how you approach your online presence, and we continue to see this at SG&E Associates with the clients we bring on, and it really is an opportunity for professionals to think about this more deeply and to create a plan to tackle this. So the first shift is the shift to reframe your mindset, and this is really a big one, folks. I can't stress this one enough. Instead of thinking about online visibility as self-promotion, start thinking about it as education. Okay, so your goal isn't to brag about how great you are, because, trust me, nobody cares. It's all about to share your knowledge and how to help potential clients understand their key issues better, and I think when you focus on educating, you naturally showcase your expertise without coming across as pushy or salesy.
10:15
So the shift number two that I highly recommend is the one about building consistency, and I've talked about this one a lot. Posting once in a blue moon isn't going to cut it, so think about it. Clients are more likely to trust professionals that they see regularly, not professionals that show up once in a blue moon. It's like building any relationship it takes time and it takes repeated interactions. It takes time and it takes repeated interactions. So aim to post consistently, whatever that may look like for you, whether that's once a week, whether that's twice type of consistency that your audience will rely on you for. And this takes a bit of time, but, trust me, your audience will grow if you can establish this rhythm.
11:24
So shift number three is start small. This one's really just a sanity saver, because, with so many social media platforms out there, it's easy to feel like you need to be everywhere at once and, trust me, that is a recipe for burnout. So instead, I want you to pick one or two channels where your ideal clients are most likely to hang out. Maybe it's LinkedIn, facebook, twitter, instagram clients are most likely to hang out. Maybe it's LinkedIn, facebook, twitter, instagram. Start there, get comfortable and build your presence gradually, because you can always expand to other platforms later. So it's important to remember that these shifts are all about working smarter and not harder, and I think by reframing your mindset, building consistency and starting small, you can create an online presence that attracts clients without feeling overwhelmed or compromising your professional integrity.
12:23
All right, so let's shift gears here a little bit and talk about what happens when you nail this online visibility issue. So I'm not just talking theoretically here. I want to get into some real world examples that show just how powerful this can be. So I want to share a story about a family law attorney that I know. So this lawyer started to deliver some weekly webinars nothing fancy, just answering common questions about family law and guess what happened? Within three months, their consultation requests went up by 40%. So super important.
12:59
I think the biggest takeaway here is building your online visibility is not just about getting your name out there. It's about creating a steady, predictable stream of new clients, and when you do it right, you're not just sitting around hoping for referrals to come in. You're actively attracting clients who are already interested in what you offer, and I'm a big proponent of this, because it's this kind of growth that is predictable and sustainable, and it's not about random spikes in business followed by dry spells. I think a lot of people are really disappointed when they come across these dry spells or these random spikes, so I think it's important to really look at consistently attracting the right kind of clients who are looking for exactly what you provide. Okay, all right.
13:54
So I want to walk you through an action plan with some concrete steps that you can take to boost your online visibility, and I want to make it as simple as possible. So first take a good hard look at your current online presence and be honest with yourself here. Right? Can potential clients easily find you online? It's a simple question I want you to answer, and if someone Googles your name or your practice area in your city, do you show up? And when they do find you, is your messaging clear and up to date, because you want to make sure that your contact information is correct and that your website or profile accurately reflects your current practice.
14:35
Next, I want you to pick one platform to focus on, just one. Don't try to be everywhere at once. Think about where your ideal clients are spending their time online and once you've chosen your platform, here's the key Commit to posting consistently. I'm talking once a week, every week. It doesn't have to be long, it doesn't have to be complicated. The important thing is is that it's regular and it's helpful to your potential clients. You're adding value, you're helping them solve a problem.
15:08
So what should you post? I highly recommend that people always start with educational content. First, share your knowledge, answer common questions that you get from clients, and you can also explain recent changes in the law that might affect your target audience. The goal is to really just demonstrate your expertise while providing real value to your followers. And remember, this is not about selling. It's about establishing yourself as a trusted resource, and I think when people see you consistently sharing helpful information, they'll start to view you as an authority in your field. They'll start to view you as an authority in your field.
15:47
So, just to recap, I want you to evaluate your current online presence, choose one platform to focus on and commit to posting educational content once a week. It's that simple. Please don't overcomplicate it. Start with these steps, stick with them for at least three months and I promise you you're gonna start to see a difference. Your online visibility will improve and, with it, you will likely see an uptick in inquiries and consultations.
16:17
So, before we wrap up today's episode, I want to leave you with a message that could really change the way you think about your practice and how you grow it. Think about your practice and how you grow it. So we've talked about the roadblocks, the misconceptions and the shifts that you need to make, but here's what it all comes down to If you're not intentionally building your online presence, you're unintentionally limiting your growth. Let that sink in for a moment Now. I know some of you might be thinking, but my work should speak for itself. I mean, I've been always relying on referrals and I really don't want to come off as pushy. And I get this. I understand this, because these are valid concerns and I've heard them countless times. Here's the reality the landscape has shifted and the professionals who adapt will be the ones who will not only survive but also thrive. So it's not about abandoning what's worked for you in the past. It's about adding another layer, one that gives you stability, consistency and control over your pipeline of clients.
17:25
So let me ask you this question what would it feel like to have a steady stream of inquiries, even when referrals slow down, and what would it mean for your practice if potential clients already trusted you before they scheduled a consultation? This is what online visibility can do for you, so let's break down what's possible. You can position yourself as the go-to expert in your niche. You will attract clients who already understand your value so there's no need to sell them and you will create a sustainable growth system that doesn't rely on luck or timing. Okay, you get to control the process and you don't need to do everything at once. You just need to start. So imagine looking back six months from now and seeing the progress that you've made More inquiries, more consultations, more clients.
18:22
It's all possible, and it does start today. So take action, stay consistent and build your visibility, because the opportunities are waiting for you. You just have to claim them. Thanks for joining me, and if you haven't subscribed to the podcast yet, please don't forget to do so. And if you're inclined to write a review, I would be most grateful See you next time.