How engaged are you with the strategic marketing of your practice? Really engaged? By now, most attorneys know they need to do more than simply practice law. What often happens is they go to a handful of networking meetings, host a workshop or two and then wait for the calls to come. It’s not enough.
Competition and disruption have taken down many mid-sized and solo practices. Ramping up marketing efforts to full engagement is not a luxury—it’s a necessity. Find the time by refusing to get bogged down with repetitive tasks. This is a relatively easy problem to solve today. Automating client intake process and as many marketing processes as possible (E2-CRM takes care of both of these issues), and having a stellar staff gives the estate planning attorney the time to become fully engaged with client development.
Take one idea and fly with it. Pick a topic that you feel passionate about. Or find one that no one else has considered, yet is emerging in your practice as an important issue. Write articles for the local or state bar association. Add your published article to your website. Translate those legal articles into articles for local media, and pitch the issue to the local personal finance or senior living reporter. Blog about the issue, your published article(s) and media appearances on your social media platforms. Speak at local community groups to educate consumers on the issue.
Do this once a month or once a quarter, and your profile in the community and among your peers and your online visibility will take a major leap forward.
You don’t have to run workshops or seminars to speak. Chances are good that there are affiliated professionals throughout your community who are already holding events. If they are people you know, offer to speak and work with them on a topic that highlights your expertise and supports their event. Don’t steal the show—respect their investment—but by appearing as a “special speaker,” you will have the benefit of a personal appearance, with less of the grunt work.
Don’t eat alone. Well, sometimes you have to, but one entire theory of networking was built around the simple concept that everyone stops for breakfast, lunch or dinner, and every meal is an opportunity to connect with other professionals, leaders in the community or other influentials. Pick up the tab. Every meal with another professional or referral source is an investment and worth the cost of a meal.