There’s no disputing that having a strong social media presence is an absolute necessity as part of your overall law firm marketing strategy. For attorneys, one of the most useful social media channels is LinkedIn. With its focus on the professional aspects of our lives, as opposed to the personal, à la Instagram or even Facebook; LinkedIn empowers attorneys to extend their marketing reach in myriad ways.
From original published works to the sharing of valuable information, such as new laws, groundbreaking precedent, or unusual legal findings, LinkedIn provides a great way to keep in touch with your contacts through education. But LinkedIn provides law firms with far more opportunities that often get overlooked. In this case, I’m talking about developing new business through LinkedIn.
That’s right, the opportunities within LinkedIn aren’t just limited to keeping in touch with those you already know. On the contrary, LinkedIn provides attorneys and law firms limitless opportunities to actively develop new business.
So, how can law firms maximize business development opportunities through LinkedIn? Here’s a look at four ways to grow your legal practice using this social media channel.
Start with a Strategy
Just like you’d plan your legal strategy, you’ll want to spend time on your strategy for using LinkedIn as a business development tool. Assuming your intent is to develop new business, you’ll work backwards from that.
With developing new business as your overarching objective, you’ll next need to break that down into concrete actions to take to accomplish these goals. For example, you may further refine to something like, “generate three new leads in the next six months,” or “arrange four new business lunches per quarter.”
From there, you’ll be in a better position to look at what action you’ll need to take each week, month or quarter in order to achieve your goal. This may require that you create additional sub-goals, such as “publish one new article per week,” or “spend two hours each week researching individuals working in the _______ industry,” or “spend one hour each week researching and sharing news stories that would be useful to my target market.”
Serve as a Source of Information
When you freely give away useful information to others, you’re helping them. As an attorney, the act of giving away your expertise for free may sound counterintuitive, as providing counsel/advice to others is, frankly, your job. However, there is a wealth of knowledge that you undoubtedly have that can be shared quickly, easily and without having any significant impact on your bottom line.
For example, when it comes to writing articles, it could be something as simple as breaking down otherwise incomprehensible legal jargon into digestible bits of information for readers. You may be able to draft a short article that explains a new tax law in plain English. Or you may be able to provide others with a checklist of steps they should take before filing a trademark. There are countless topics that you can address in informative articles, how-to sheets, tip sheets, or explanations of current events that could be helpful to your network.
If you can offer this type of information at no cost to others, you’ll begin to be viewed as a resource, rather than just a connection. A resource is by definition “a source of supply or support.” That’s what you should aim to become on LinkedIn, as offering support is integral to developing all relationships.
Review Your Past Posts and Revise Your Future Posts Based on Data Analysis
LinkedIn provides users with outstanding data analysis tools. Review your readership analytics to see who is interested in what you are sharing and what topics are most popular. This way, you can continue doing what is striking a chord with others and/or refine your planned posts if some topics aren’t as popular. Remember, you want to be a resource, supplying information that your readers want.
Nurture Your Relationships, Both Old and New
All relationships, whether personal or professional are at least a little bit like houseplants, in that if you don’t nurture them, they will die of neglect. To avoid letting relationships you worked hard to build in the past wither, continue to foster them. This can be achieved through direct messages, by commenting on items that others share, reading and “liking” articles others have written, or even just taking a moment to send that “Congratulations on X years at ABC Company.” It’s important when setting out to develop new business that you don’t leave existing relationships to wilt away. After all, referrals from existing connections are often the best opportunity to develop new business.
New relationships as well obviously need nurturing. But you want to make sure that the time you invest in a new relationship is for a relationship that you actually want to have. There are plenty of people with loads of “connections” on LinkedIn, but who have very few true professional relationships. So, when you’re attempting to develop new business as a lawyer on LinkedIn, be deliberate about the relationships you’re trying to forge. Quality over quantity is a smart adage to stick to when it comes to hitting that “connect” button. And don’t forget that while the first step is making a “connection,” people do business with those they have relationships with, so you need to treat connections as the valuable relationships they either already are, or are on their way to becoming.
Business development will be a lifelong endeavor for attorneys, so it’s smart to maximize every opportunity you have to cultivate relationships. LinkedIn provides an outstanding platform for you to reach your business development goals, whether you’re in a solo practice, boutique firm or even within an international firm.
Most attorneys who practice on their own or at a small firm will tell you they love the freedom and close relationships with their clients. Many lawyers leave big firms specifically for these reasons. But every rose has a thorn, and at small firms, that thorn is having to be a business owner in addition to being a lawyer.
Thomson Reuters’ annual State of U.S. Small Law Firm Survey shows that the majority of small and solo firms face the same challenges that all small businesses do, but they aren’t always handled successfully. Whether due to a lack of support, knowledge or time, many lawyers said they had no plans in place to deal with their most significant challenges. For example, 75 percent of respondents said that acquiring new clients was a “moderate or significant challenge,” yet less than 30 percent of firms said they’d done something in the last year to address it. Pretty alarming.
Finding solutions to these challenges can feel overwhelming. But to improve your small firm and ensure its long-term success, you have to start with a plan (even a small one) and work from there. To get your wheels turning, here are three common challenges from the survey and tips to handle them.
There are lots of lessons to be learned from baseball — even lessons about law firm public relations. Baseball and public relations have more in common than you might think. Baseball players and public relations professionals both know how to perform under pressure and the baseball diamond is the perfect road map for a foolproof public relations campaign. If you need to hit your next campaign out of the park, look no further than America’s favorite pastime for inspiration.
The Pitch. In baseball, the game is centered around the pitch. Same with public relations. Without it, you have nothing. Your pitch is anything that people should know about: a large verdict or settlement, a major lawsuit, an impressive new hire or anything else that’s newsworthy. The trick is knowing what your audience will care about — or at least knowing how to make them care. Your pitch is what launches you to first base and eventually all the way home.
First Base. Once you have your pitch, you’re ready to go to first base. Swing at your pitch and send it out to targeted media outlets with a press release. (In this analogy you’re playing for both teams, but work with me here.) A well-written press release is an important step in getting media coverage, but you’re still pretty far from home plate. Once you’ve made it to first base, it’s up to you to keep running.
Second Base. Steal second by leveraging the press release that got you to first. Don’t wait for journalists to report on your news — you have plenty of owned media channels where you can share it yourself. Your press releases should always go on your blog, Facebook, LinkedIn and Twitter, at the very least. If it’s particularly big news you can find even more places to share it, such as sending an e-alert to your email list. Even if the media hasn’t reported your news (yet), make sure the important people — your clients and followers — know about it.
Third Base. Slide into third by repurposing your news. Once everyone has seen your release in its original form, it’s time to do something else with it. The good news is that you don’t have to start from scratch. Take the content you already have and turn it into something else: an article, a whitepaper, a video, a blog post, a presentation … the possibilities are endless. Now, you have fresh content that you can share with reporters, add to your website and post on your social media channels. Repeat as necessary.
Head for Home. Before you get ready to run for home plate and score that big media placement, you have to prepare yourself. Get some media training to refine your talking points and get comfortable speaking with reporters. Remember, you’re an expert in your practice area — make sure you come across that way!
Safe! Make it all the way home by following up with reporters, responding to inquiries and tracking your efforts. With a solid pitch, diligence and follow-through, you’ll be rewarded with your own trophies: media placements. And like any athlete, practice makes perfect. Building a successful public relations strategy comes from years of consistent efforts. Winning one game is good, but winning the series is better.
To be a good lawyer, you must be proficient in the English language and understand the essentials to writing legal briefs. Lawyers who are trying to make the shift to writing blog content should be relieved to know that as masters of the English language, there are steps to create a great blog post.
To make the leap from a brief to a blog, go beyond the essentials and keep in mind a few tips that can spruce up any piece of writing.
The first sentence of any post is tricky to master. It should hook the reader and at the same time encapsulate what your article is about. Typically, the first sentence is the most challenging to write, but often you can start with a statistic, a story or a bold and direct statement. Avoid using clichés or overly descriptive introductions – you might lose the reader instantly.
A key rule for any writer is to find ways to make your article or blog post relatable, and likeable. Including references to pop culture will add a timely and interesting twist, but do so with caution. Remember who your audience is. Adding too much pop culture flair could be a negative.
We all have picked up a book, opened the first page and spent 10 minutes just trying to get through the first paragraph – rereading the same sentence trying to decipher the jargon. From experience, the likelihood of never picking up that book again is 10 out of 10. Unnecessary words, or using words to sound smart, will ruin the reading experience. If no one can understand what you’re trying to say, why keep reading? Shorten your sentences and use simpler words to convey your message – it is much more appreciated. Show the reader that what you’re saying is interesting and meaningful – and using analogies is a great way to engage the reader and make your content memorable.
Coming up with an original blog post is not easy, and chances are it has already been written on many times before. Taking a topic that has been covered and offering a unique take is all you need. Perhaps it’s offering the reverse perspective – instead of “why” it’s “why not.”
For the bonus tip – end your blog post with a flourish.
Craft your final sentence to be powerful or punchy. It might just be a simple rearrangement of words to make your ending much more impactful. The beauty of the English language is that there many ways to write the same sentence – so take a moment to rework that last line. Maybe switching a word will do the trick.
A recent think tank discussion hosted by David Ackert of The Ackert Advisory for LMA-LA examined the latest market research on business development challenges faced by law firms. The results detailed many findings, but the top three challenges identified by participants in the think tank, comprised of legal marketers from a range of law firms in Los Angeles, were:
Through a series of exercises, the participants divided into three groups to tackle one of the challenges that was most relevant to their firm. Then through discussion, the participants identified possible solutions that could be customized and implemented.
Let’s take a look at some of the solutions offered to the three challenges identified.
Lack of Business Development Follow-Up from Lawyers
The first group identified several factors that contribute to lack of follow-up, including: lack of accountability, lack of time, lack of incentives and cross-promotion, location of the office in relation to the marketing team and lack of celebrating firm successes. How could these issues be addressed?
The participants developed an action plan that would:
Obtaining Lawyer Participation
Another challenge legal marketers identified during the think tank was obtaining lawyer participation in networking and business development events. Many of the legal marketers noted unwillingness by attorneys to attend networking events, not because of insufficient opportunities but because a lack of commitment and accountability. The discussion group put their heads together and identified the following actionable solutions:
Lack of Clear Marketing and Business Development Strategy
This challenge was identified by several participants and was determined to stem from a lack of training and lack of resources available for business development, including internal coaching and customer relationship management (CRM) technology.
Participants identified several solutions to this problem, including:
Overall, a key takeaway from the think tank was that engaging in open dialogue with other marketers, listening to their unique challenges and discussing actionable solutions can lead to more creative problem-solving that can be adapted to fit any firm.
More than half of Twitter’s 317 million users have discovered a new business through the platform, and 94 percent of users plan to purchase a product or service from the brands they follow. There is a huge opportunity to connect with potential clients on Twitter — if you know how to engage your audience.
It’s not a far jump from “engaged Twitter follower” to “loyal client.” The real question is how to engage your followers in the first place. Though there are lots of opinions out there about how to make your tweets more engaging, it’s not as difficult as it seems, and it doesn’t need to be a huge undertaking. A few simple changes might be all you need to see an improvement.
If you’d like to see an increase in your engagement, here are five simple tips that will get you more followers, favorites and retweets.
We’ve all been in the situation when we’re tasked with creating a PowerPoint presentation and have been instructed to do it a certain way, or follow a certain template. Whether it’s to pitch a new client or present findings from market research, we tend to approach building a presentation a distinct way. But why? We might respond, “Because it’s best practice to do it that way” or “We’ve always done it that way; its best practice.”
LSSO presenter Adam Stock says forget best practice, especially when it comes to design. According to Stock and his presentation, web data has shown that many of the best practices taught – whether in school or in the workplace – are wrong, and the way we present information in business has evolved dramatically. In order to develop a persuasive presentation, the PowerPoint must tell your audience why they should care, why a topic is important or relevant, why they should be involved and what’s at stake – common sense, right? But so many presentations miss the mark.
When people think of presentations, TED Talks typically pop into mind. While engaging, TED Talks are not suitable for business presentations. Business presentations need to be able to weather challenging and often contradictory conditions, so…
To build a persuasive presentation, we have to understand brain processes. Working memory is the most important function, but very limited, and to optimize working memory, presentations need to include better graphic and instructional design. Working memory can process both words and pictures at the same time, and our visual learning system is 100 times more efficient than our hearing. Stock points out that we should use verbal and visual channels, including pictures with word-based explanations, and place labels as close as possible to the corresponding graphics.
Presentations should also follow these rules of thumb:
Data has shown that 30% of the time we’re not focused, so creating the most effective and visually stimulating presentation will help get your message across effectively and memorably.
At this year’s Legal Sales and Service Organization (LSSO) RainDance Conference, there was no shortage of memorable takeaways. Keynote speakers dove into diverse topics, from how to be distinctive in order to win business to how to master a PowerPoint presentation. Over two days, a common thread was woven throughout the presentations: “Common sense” is not always “common practice,” but it should be.
For legal marketers, business development is often a pain point, and strategies to win new business often become confusing and jumbled. As Rick Davis discussed in his presentation “Are We Distinctive? Creating Compelling Experiences to Win More Business,” a good question to ask ourselves is “Does our business development approach reflect the way we serve?” The answer more often than not is no. So, how do you showcase who you really are to make your business distinctive from all others?
Davis mentions several key factors that clients are looking for when it comes to decision-making and what firms need to know when pitching their work. Potential clients want to be “wowed,” to know you are ahead of the curve, and to know why they should choose you. If your firm doesn’t answer any of those questions, then it’s time to change the way you play the game. Here’s how:
Stay tuned for Part 2: Persuasive Business Presentations – Forget “Best Practices”
The cliché “You never get a second chance to make a first impression” couldn’t hold truer when it comes to your website. Your website is typically the first point of contact prospective clients have with your offerings, which is why it is critical to make a good impression.
Websites that are not user-friendly, are not optimized for mobile devices, are outdated, or that look cheap will certainly make a lasting impression – but not the one you want. So, what are the earmarks of a strong website? Below are some tips.
Here are some other indications that it might be time to update your website: there is poor conversion of visitors, the site runs slow, your brand or message has changed or evolved, or worst of all, you are embarrassed to have people visit it.
How Much to Spend on a Professional Services Website
If your site only needs content updating, then paying a professional for a quick fix is perfectly fine. But this should be limited to minor updates, such as revisions to content, updating new team members’ bios and minor changes. If you need big changes, trying to make them on the cheap is penny-wise and pound-foolish.
While you don’t want to break the bank, failing to invest in your site will almost certainly cost you more in the future. We’ve seen this happen far too often. In an effort to save money on the front end, too many businesses attempt to go with the aforementioned quick, Band-Aid fix. Time and again, businesses end up paying more on the back end to fix early mistakes than they would have paid to have it done professionally from the start.
There are no hard and fast rules for how much you need to pay for your website, but there are some general guidelines which can prove helpful when considering your budget. Developers may break their fees down in a myriad of ways depending upon factors such as setup fees, monthly maintenance/updates, number of pages, functionality, whether it’s a custom or template-based site, if Search Engine Optimization is included, and other considerations.
Finding the Right Developer
Don’t be afraid to ask for bids from multiple developers. A good rule of thumb is that if a price seems too good to be true (meaning it’s significantly lower than other bids), it probably is. It’s also highly advisable to ask for referrals to developers from colleagues, peers, or other professionals who have a site you like.