Take Charge of Your Law Practice Brand

A challenge many lawyers face is finding the balance between client work and growing a legal practice. How do you find the time to do both effectively?

One solution is to focus on attracting better clients, not just "more" clients.  This requires marketing from the inside out and resisting the temptation to begin marketing activities without first clarifying your personal brand.

A strong personal brand defines who you are, what you stand for and what differentiates you. It is the foundation for building your reputation, visibility and attracting the right clients

A good way to get started on clarifying your personal brand is to answer the following questions:

–        Why are you in business?

–        Who are your best clients?

–        How do you provide value/differentiate yourself?

–        What do you do?

The following is an example from one of my clients, an estate planning attorney:

 Why: To make the future more positive for businesses and families.

 Who: Clients who want to plan for the continuation of a family business, and the transfer of wealth  and property to the next generation while keeping families intact.

 How. To guide decisions that benefit all of the stakeholders while securing the estate and the  future.

 What: Unequaled depth in estate planning and administration, and corporate law.

As result of defining his personal brand, the estate planning lawyer differentiated himself from other estate planning lawyers. He is known as the "go to" lawyer for high asset family owned businesses who value the successful transfer of wealth and keeping families intact. 

His personal brand augments his law firm brand for helping business owners and families to protect important relationships, preserve wealth and plan for the future.

By first defining and then communicating your brand, you will attract clients who value what you do best (your core competency), pay your bills and tell others about how satisfied they are with your service. 

Attracting Profitable Clients In A Post Recession Market

The recession might be over but the recovery has been challenging for some law firms and lawyers. How do you move ahead of the competition and position yourself for continued success in a post recession market?
 
There are many approaches to building a successful law practice, however, for lawyers who want to leverage their core competency and attract profitable and desirable clients, it is essential to build a marketing plan that is based on clarifying who is your ideal client.
 
Knowing the answer to this question will help you to create:
 
Positive word of mouth marketing about your reputation. This comes from satisfied clients who trust you and believe that you understand and know how to solve their problems. Different clients require different solutions.  For example, in divorce, the over 50 client who has been in a long term marriage will require different resources than the young professional who has been married for  a few years.  If your target client is the over 50 audience, how are you exceeding their expectations in the services you deliver and the resources you provide?
 
Content that attracts the right client. Clients will respond to articles, web sites and blog posts that are relevant to them and their situation. Different clients will resonate with different messages.For example, if you are a Family Lawyer whose target audience is professional woman, write about the problems and challenges professional woman face in divorce. Include your articles and published papers on your LinkedIn profile, write a press release demonstrating your expertise.Writing relevant content that emphasizes your expertise and placing it in front of targeted clients(Web site, LInkedIn profile, blog, etc.) is one the best ways for attracting the right clients and referral sources.

Consistent and relevant top of mind awareness.  Many people are experiencing information overload, too much information and too many choices can distract prospective clients and referral sources from paying attention to your law practice. Clients and referral sources will respond to what is relevant and visible to them at the time they have a problem.  Think about when most people start paying attention to which Universities their children will attend, usually it is when their children are in their 11th or 12th year of high school. The same is true with clients who have legal needs.  For example, one of my clients is a criminal defense lawyer who experienced an increase in calls for theft  cases after he posted a blog on the consequences for retail  theft after black Friday. His message was visible and relevant to the clients he wanted to attract to his practice. Since you don’t know when your prospective clients or referral sources will have a problem you can solve, it is important to maintain consistent and targeted visibility. 
 
 
You can create a successful marketing plan that attracts desirable and profitable clients by clarifying who your ideal client is and then building a plan that positions you as an expert at solving their most critical problems. 
 
What is working for you? Are you attracting the "right" clients to your practice? If not, what is one thing you can do today to start building a thriving practice that attracts desirable and profitable clients?
 
Many times it is difficult to create a marketing plan on your own, contact me if you have questions or would like guidance on how to create your client-centered marketing plan. 
 

 

Lawyer Marketing Strategies- How do lawyers meet financial and origination goals?

The best strategy for meeting your financial and origination goals is to increase referrals for desirable clients. For most lawyers the top three sources for referrals include:

- Web site/internet
- Professionals
- Past clients

A successful business development plan incorporates strategies for all three categories. This post will focus on one of the most important sources for referrals,  building your professional network.

Building your professional referral network begins with clarity on who is in your network and who you want in your network.

One of your best marketing tools is to have an organized and updated spreadsheet of existing and prospective referral sources.  While creating and maintaining this list may seem like a logical and worthwhile marketing strategy, I have found that most lawyers find it difficult to find the time to develop and actively use this important list.

The following are three strategies for building your professional network to get you started:
 

1. Create your list of referral sources: 

  •  Review your cases for the last 12-24 months and include current professionals who have referred to you.
     
  •  Include professionals who serve your target clientele, i.e. lawyers, mental health professionals, financial specialists and wealth managers, etc.
     
  •  Organize your referral into  “A”, “B’ and “C” categories. “A” referral sources are those who have referred multiple clients, referred desirable clients and/or  who serve your target market.

2. Initiate contact with the professionals on your list.  Aim for 1-3 contacts a week  with “A” referral sources. The following is a list of ways you can stay top of mind with important referral sources:

 
Post a company update on LinkedIn
* Send a hand written note
* Invite them for coffee or lunch
* Send a LinkedIn invitation
* Comment on their blog
* Comment on their LinkedIn post 
* Include their name in your press release, article or blog post
* Retweet  their tweet
* Send a referral
* Invite them to an event
* Set up a Google Alert for their name and company
* "Like" their post on Facebook or other social media resources
* Send an email acknowledging a promotion or award
* Send a Thank you note for a referral ( include a Starbucks card or other simple token of appreciation)
* Email a relevant article or blog post
* Put them in touch with someone who they would benefit meeting
* Offer an introduction to a colleague at your firm or someone in your professional network
* Send an unsolicited LinkedIn recommendation

3. Once you create your referral list, keep the list visible and review it once a week. Keep referral sources in the forefront of your mind so if you see something relevant to your referral sources you can make contact with them.

In summary, if you want to increase referrals from your professional network, schedule the time to review your list and do something each week that brings value or connects you to your network.  To be effective, your actions must be authentic and consistent. 

What is your plan?

Who are your best referral sources? Do you spend time cultivating your referral sources from all three categories? Are  you scheduling  the time in your weekly calendar for staying "top of mind" with key referral sources?