Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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 As I wrote about earlier this week I spoke at the Broward County Bar Association and I Google everyone who was in attendance. The biggest issue I always find is that few lawyers have any substance on the first page of google. I will likely find their address and phone number since there are always several directories; maybe I'll find their website and bio. But... few, very few... have content that shows a prospective client HOW they think. The way to do that is what I talk about a lot... articles, blogs and books!

It just so happens that today I received a call from the managing partner of a law firm in Western Canada, who said...

" I read your books, blog, articles and website and I like how you think."

If I could have recorded his comment I would have! It was a perfect illustration of how important substantive content is to business development. This potential client already knows that we think alike. AND it's proof that a small boutique firm, in a place called Coconut Grove, Florida, can reach a global audience and standout with substantive content.

So... who is your audience and what could they learn from YOU? There are plenty of people OUT of your jurisdiction that may have legal issues IN your jurisdiction. Shouldn't they call YOU first? How do you make that happen? You need to put plenty of substantive content on the internet... that's how! Articles, blogs and books.

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Throughout the year I try to find Black Pearls, informative resources, that I can pass on to my readers. As I mentioned on Tuesday, here are a few I thought were not only incredibly important to creating and maintaining initiatives, but interesting as well. Enjoy!

Blogs—“Start a blog to grow your practice,” Kevin O’Keefe

Twitter—“Twitter Power,” by Joel Comm

LinkedIn and Facebook—“LinkedIn Group versus Facebook Group,” via Search Engine Journal

Article Posting—“Be A Celebrity in Your Own World,” by Paula Black

Client Service—“Flip the Funnel,” by Joseph Jaffe

Referrals—“Missed Opportunities: Not Asking Clients for Referrals,” by Donna Erickson

And more:

Find A Niche— "Discover, and Market, Your Niche Law Practice" by Ann Macaulay

Looking Outside the Law— "What Bruce Springsteen Can Teach Lawyers about Law Firm Marketing" by Elizabeth Ferris

Your Brand— "Make the Logo Bigger: 10 Rebranding Disasters" by Bianca Male

Video— "The Lawyer's Video Studio"

Attitude— "If you need to, got to or have to- You won't" by Cordell Parvin

Email and Newsletter— "5 Reasons Why No One Is Reading Your Email Newsletter" by Sean D'Souza

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If you’ve been following this blog for the past year and a half, you probably know that I am constantly handing out ideas for simple (but impactful) initiatives. In an effort to help you get a jump start on 2011’s planning, I’ve decided to take this week to revisit some important initiatives and re-link to some of the best Black Pearls from 2010. So go over the list below and see what you’ve implemented and what you need to get moving on. On Thursday I’ll post links to some of my favorite resources for each one…

• Blogs—a fantastic way to increase visibility and credibility
• Twitter—build relationships with industry insiders, colleagues and media
• LinkedIn and Facebook—see who you’re connected to…and who they’re connected to!
• Article Posting—great for building a strong internet presence (and a great marketing tool for potential clients)
• Client Service—an important, and often forgotten, piece of business development
• Referrals—other attorneys, your friends and family…they’re all strong sources of business

What have you implemented this year and what will you focus on in 2011? It’s time to start thinking.

Black Pearl: When it comes to Marketing and Business Development I can't say it enough...Do Something Every Single Day. "Create A Marketing Habit"...that is the foundation of success.
 

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Whether it’s a bestselling author or your friend down the hall, finding a mentor is easier than ever.

This week we asked: Do you have a marketing mentor?

1. Yes - 25%

2. No - 0%

3. No, but I would like one - 75%

My Thoughts: Good news, 25% of you said you had a definitive mentor when it comes to marketing and business development. The great news?  75% of you said you would like one. But where to look? Here are a few ideas:


The Traditional Route- The easiest way to find a legal marketing mentor is to look around. Who do you know in your firm (or other firms) who has impressive legal marketing skills? Take them to lunch, ask their advice, pick their brain. I would be willing to bet the person in question will be flattered to offer their suggestions.

Gather A Group- They say there's safety in numbers, but could there also be success? I think so. Look around at your friends and colleagues and make a list of those who might be open to a weekly or monthly marketing roundtable. Share tips and ideas, help each other with referrals, discuss what's working...and what's not, and recommend interesting blogs, books and articles.

Go Virtual- Most legal marketing experts (myself included) have blogs and Twitter accounts designed to share advice and strategy on a weekly, if not daily, basis. The key here is finding someone you connect with...even on a virtual level. Subscribe to a few and see which fits best into your own mindset. Then develop a relationship. E-mail questions, comment on blog posts and keep your mentor updated on your successes.

Start Slow- Browse your local bookstore for best-selling marketing and business development books or read Amazon.com reviews to see what author suits you best. No time to read? I have been a longtime fan of books on CD. Keep one in your car, office or home and put in on in the background, the information is bound to sink in!

Joe Gagliardo of Laner Muchin tells us about the mentoring program his firm utilizes:

"We have a mentoring program and we require lawyers to work with their mentor to develop individual marketing plans.  For instance, I had an opportunity to speak at a diversity conference that was going to involve a number of general counsel from big companies. I brought a number of the women and minority lawyers from the firm with me. I made a commitment to them that if I got any business, rather than just take it, which I could have done, I was going to be willing to share it with them. That's how a mentoring program should work."

Black Pearl: Here’s an interesting article from The Ladders about the mentor/mentee relationship. It has some great tips for making the most of such an important relationship!