Ellen Keiley, The Daily Record Newswire
There's a business case to building your brand. Not only does it help with building a book of business, but it also will bring other opportunities, such as speaking engagements and board positions.
The following are some steps you can take to build your brand.
- Be visible
I have seen a wealth of new business arise as a direct result of attorneys appearing in the media. In several cases, the article they wrote or were quoted in was found by someone with a specific need through a Google search. More work from existing clients arises by bringing an article to clients' attention relating to an area of law they need to pay attention to. I've seen an attorney get a lunch meeting with a potential client after the lawyer's article was published and the prospect reached out to the lawyer.
And back to Google searches, chances are that when a potential client is making a hiring decision and interviewing different attorneys with similar fees and backgrounds for work, she will do online research on the attorneys and law firms. The attorney who appears to be speaking and writing regularly (a.k.a., a thought leader) in the area of expertise that interests the client increases the chances of being hired.
- Develop a niche
Niche marketing is nothing new, but the quality of the follow-up varies widely from lawyer to lawyer. Write articles and client alerts, blog and find speaking opportunities in your area of expertise. Seek out networking opportunities around your niche and spread the word about what you do. Promoting your niche is particularly helpful in referral situations, as you want your name to be the one thrown out when it comes to your specific area.
- Social media
Anytime you publish an article or have a speaking engagement, post on LinkedIn, Facebook and other social media. It keeps you up to date and top of mind like no other medium in today's world.
And don't forget your friends and colleagues: It's good practice to post interesting articles, contribute to group discussions and "like" or post a contact or colleague's article or speaking engagement. It's someone else you're promoting, sure, but you're still connecting with your network, and it helps your image not just to post about yourself. And, of course, others will appreciate you promoting their work and will reciprocate.
- Host seminars
Seminars are a great source of new business development. Your competitors are hosting them and you should too. After all, do you want your clients being educated about an area important to their business by another lawyer? Clients appreciate being invited to seminars, and they're a great way for potential clients to meet you and learn about your area of expertise.
- Get involved - really involved - in nonprofits and professional associations
Don't just join associations or committees, take part enthusiastically. Show up to meetings and events regularly and give back to the extent you can with your time, talent and treasure. If you go above and beyond, you will stand out and be noticed, not to mention that it's simply rewarding to help others and see their appreciation.
For that reason, however, it's important to be selective about what you become involved with. Don't spread yourself too thin, and learn to say no. Although it is an honor to be asked to join an organization, you need to assess if it is the right fit. Ask yourself if you really have the time to fully commit.
Diversify the organizations you are involved with and find causes you really care about. It's always good practice to do a periodic assessment of what you are involved in and determine whether or not it has become a good use of your time. Drop out of commitments that feel like an energy drain - and don't feel guilty about it.
Keep focusing on building your brand, no matter how busy you are. The recipe for success includes not only doing what you enjoy, but informing others about it and putting your energy in the right places. If you do, before long you'll attract the attention of others, and opportunities will arise.
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Ellen Keiley is president of EMK Consulting Group, a provider of business development coaching, marketing and public relations services. She can be contacted at ellenkeiley@EmkConsultingGroup.com.
Published: Thu, Apr 30, 2015
