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[Author: Noreen Fishman]
The business world today is focused on digital connectivity, especially during the pandemic. Attorneys typically rely on personal business development, networking and word of mouth. However, the days of entertaining prospective customers and referrals at restaurants and sports games are quickly becoming a thing of the past. On the other hand, resources normally spent on these activities can be channeled into other networking methods, such as increasing your social media presence. Even if you’re a pro at physical networking, you may still struggle with virtual networking. In this article, we share tips on how to accelerate business growth for lawyers in a digital-first world.
1. Using technology
Lawyers can accelerate their business growth on the digital communications front. Host Zoom coffee meetings, host online seminars or webinars, etc. In addition to using technology tools to automate your marketing and sales efforts, there are many technology tools that allow you to keep networking. See which tools can help you build more relationships digitally.
For a comprehensive look at how to use marketing automation, watch this free, on-demand webinar: What is Marketing Automation and How Can It Benefit Your Company?
2. Join industry LinkedIn groups
These groups help you stay connected with like-minded individuals, and are also a great way to stay up-to-date on what’s going on in your sector. LinkedIn is especially helpful for group targeting industries. Make sure they provide value by posting unique content and being active in discussions. There’s definitely a right way and a wrong way to approach groups, and members want to see themselves through posts that promote themselves. In a previous blog post, we dug right into how lawyers should approach LinkedIn groups.
3. Update your social profiles.
A strong social media presence is an important aspect of business development for lawyers. Make sure all your profiles are complete, consistent and on brand. Optimizing your social media pages makes it easier for others to trust you and get in front of your target audience. Use keywords when necessary, make sure you have a professional tone, an impactful title, etc. See: Social Media Bio Tips for Lawyers.
4. Provide educational resources
One of the best ways to build a business is to offer something of value. Much of the content you create as a lawyer should be framed around education. Try to create content that answers questions and offers solutions to your audience. Items like blogs, podcasts, informative videos, and e-books are a good place to start.
5. Create a virtual learning content plan
Along with a traditional content plan where blogs and articles are promoted, consider planning for more modern ways to educate your law firm’s target audience. Fortunately, technology has never been more accessible than it is today, making it easier for lawyers and legal professionals to tap into podcasts and webinars. With no geographical barriers, both are great digital media to reach and educate large audiences.
6. Clear your contact tracking
Many professionals do not use a CRM system, and this costs them time and sales in the long run. Use any spare time to learn a new system and start organizing your database in it. If you don’t have a formal CRM system, an Excel spreadsheet is better than nothing.
7. Review your business plans
If you’ve never written a comprehensive plan on how to get more business, now is the time. Set realistic goals and evaluate different ways you can build loyalty and brand awareness. Remember, if you’re going into next year without a plan for what your business development goals are and how you’re going to reach them, you’re setting yourself up for failure.
Start by developing a few SMART goals, and identify which marketing channel(s) and campaigns you will use to reach these goals.
8. Using social media
In today’s digital landscape, brand identity is closely tied to social media presence. By building your own personal brand and establishing a social media following, you can raise your profile as an attorney, build trust with current and future clients, and create new opportunities to build your practice.
Many people don’t use social media as much as they could because they are uncomfortable. Learn the basics and spend your time posting content, joining groups, and reaching out to prospects. For more tips, watch our on-demand webinar, How Lawyers Can Use Social Media to Build Their Brands and Grow Their Practices.
9. Collaborate with other thought leaders
Lawyers can accelerate their business development by meeting with potential partners or other colleagues and co-authoring a white paper, hosting a Zoom webinar, or being invited on your podcast. Connect with other industry leaders on social media, and keep up to date with what their projects/regular content is like. Reach out if you see something you like or can help. Podcasters and YouTube channels are always looking for guests, and being featured on another show can do wonders for brand awareness.
10. Focus on existing customers
The quality of communication is one of the most important factors in choosing a law firm. Think about your most important customers and think about what else you can do. Go above and beyond, like sending a small gift or fielding calls, to make an introduction to them. Try to come up with a plan on how to retain your existing customers. Even something as simple as sending a customer alert can be enough to let them know you’re available and ready to help.
11. Plan for moments of doubt
If Covid-19 has proven anything, it’s that traditional marketing methods can’t always be trusted and a digital push is essential these days. However, the silver lining to all this is that our world is more connected online. If you rely on an in-person event for lead generation, consider having backup plans in place or an accompanying digital marketing campaign. Sending emails or targeting audiences with ads after an event can go a long way in keeping your name top of mind.
12. Block downtime
There are many reasons not to focus on business development – especially delivering to customers! It is important to be disciplined and set aside a small amount of time each day to perform business development tasks. Most people find morning work best before putting out the day’s fire. Build time into your calendar to respond to questions, see results of current campaigns, work on future campaigns, and do anything else that’s part of your business development plan.
13. Take action
Every time you think, “I really should call ABC Company for XYZ,” but don’t, you’re letting an opportunity pass you by. If you’re constantly telling yourself you’ll do things later, you’re missing out on a lot of opportunities to build a business. When you think, act.
14. Delegation when possible
Do you have to write every proposal or can a junior staff member do this? Do you need to spend more time reflecting on that presentation or can a virtual assistant help? Perform follow-up tasks with email tools and receive automatic reminders with an efficient CRM system. This frees up a lot of your time and allows you to make more valuable business development connections.
15. Develop your skills
Your law school education is focused on preparing you for your legal career, and you likely won’t receive any formal training in business development and marketing. Nowadays, having this kind of skill is essential if you plan to be competitive. Check out Good2bSocial Academy. We have courses covering topics like blogging and digital marketing, specially designed for lawyers.
16. Use the printer
Have you just won a big case? Have you partnered with someone recently? If you have any new or exciting news, now is the time to get it all out in a press release and send it to the media. Remember, you can post any of your news stories on your site even if your story isn’t picked up.
17. Start a referral program
You’d be surprised how many of your own customers will want to recommend you to a friend. Although digital is the way to go and word-of-mouth has lost its reliability, you can adapt old methods to digital format. Consider creating an email campaign to let customers know that they can receive something in return for referring a friend who signs up as a customer.
18. Create case studies
Case studies are very important for law firms. You will demonstrate through practice and evidence that you can meet the expectations of potential clients. Make the most of your case studies by posting them to your website in an easy-to-find location and sharing them via social media or email.
19. Conducting and publishing research
Doing some healthy research on topics in your industry and publishing your findings is a great way to position yourself as a thought leader and get your name out there online. Although this method takes some time, the result can be a large number of leaders.
20. Stay updated on reviews
Online reviews are essential these days. Always be up-to-date on your reviews and promptly respond to and resolve any negative comments. With a simple tool like Birdeye, you can easily share your best reviews on your site. And don’t forget to encourage your customers to leave reviews! Up-to-date and positive reviews can improve your appearance in the eyes of potential customers and in the eyes of Google’s search algorithm.
take away:
As the digital world continues to cross over into the business world, successful lawyers will be savvy enough to grow an online business. These methods can help you develop a business for lawyers, but one of the most important aspects of business development is consistency. Business development is a long-term endeavor, not a short game.
Do your organization’s business development professionals need additional coaching training and professional development?
This post has been edited and republished since March 10, 2021.
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