How You’re Neglecting Relationships Before They Even Begin

Let's say you met somebody at a Chamber of Commerce event six months ago, and you

let's say you're a divorce attorney, and this person is a marriage counselor, right?

So classic referral source for a divorce attorney.

You met him, you had a great conversation, a lot of lawyers, that's where it would end.

One great conversation, and maybe that translates into some referrals, maybe it doesn't, but

it's a huge missed opportunity if it ends with just that one great conversation.

What you should be doing instead is putting that person's email into your, into your

email database.

So now they're getting your email marketing, and even if it's just a once a month email

newsletter, you know, over six months, that's six touch points where it puts you in

front of that person, and it just reminds them, like, hey, yeah, how do great conversation

with him?

I should probably refer to him, right?

And so that sort of step one is making sure, you know, that person is on your email list

and ask them to connect on LinkedIn and things like that.

The thing about that is, it's a big step.

It's way better than nothing, but it's still relatively low frequency, like you're emailing

them once a month, maybe they see your content on social media once a week, but when you also

then add a retargeting campaign, so you're putting a paid spend, again, even just a few

hundred dollars a month, behind your content on Facebook and Instagram, now you can make

it so that just about every time that person logs in to Instagram and Facebook, as they're

scrolling their feed, they're going to see some content from you.

And so you go from, instead of just reaching them once or twice a month, now you're reaching

them, you know, potentially multiple times per day, depending on how active they are

on Facebook and Instagram.

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