Many think that success in the legal profession happens by working hard, high billable hours, and serving clients. While it is true that these are all important things that will help launch a successful career, more and more attorneys are realizing that knowing how to generate business in a digital world through networking best practices. Below are tips for networking in our modern society, according to the National Law Review.
Online Networking Practices
The majority of attorneys obtain business through in-person connections and word-of-mouth referrals. However, after the world experienced the COVID-19 pandemic shut downs, in-person events became non-existent; now as the world reopens, these events are limited. Such scenarios make it more difficult for attorneys–both newly minted ones and those growing their firm–to build their book of business without these interactions. Lead generation, where third party companies that market your firm bring you potential clients for a fee, is important, but shifting this and networking over to be mainly online can be a difficult task.
Tips for Gaining Clients
Below are several types of ways you can get your firm’s online networking game on track.
● Client referrals: Perhaps one of the simplest, quickest, and cheapest ways to bring in new clients is through the creation of a client referral program. Doing so will help maximize the potential for a repeatable referral process. Attorneys should be sure that any client referral program complies with any bar rules and have clear guidelines for others to know about the program as well as its benefits and eligibility.
● Client reviews: Similar to word-of-mouth referrals, client reviews–which are often done online on third-party sites or your firm’s website itself– have a strong impact on potential clients. Your law firm (and its attorneys) should encourage clients to leave positive reviews to help others find you more easily.
● Testimonials and case studies: A pillar of law firm marketing, case studies and testimonials provide detailed information about a successful case, including examples and actionable takeaways. A potential client may come across a testimonial or case study that is similar to their circumstances and may prompt them to contact (and retain) the firm.
● Content creation: Firms can leverage subject matter knowledge by writing content that answers general legal questions, address common concerns, share client success stories, or even discuss a recently decided case that came down from the court. Whether in written or video form, content creation is critical to lead generation.
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