Developing a good clientele as a lawyer is more about relationship building than fancy marketing tactics. This is something they don’t teach in law school after you’ve spent the equivalent of a home mortgage on your education.
The courses on integrated marketing and branding for legal professionals may not have been part of the curriculum, but that won’t deter the progress of the most valuable asset from a grueling education — you. Yes, you are the key to creating and maintaining a solid network of legal clients. You may be thinking of how to get legal clients, and the answer lies in your networking abilities.
Sounds simple, right? It can be if you adjust your approach to relationship building and focus on building a network rather than a database.
Will you, eventually, have a list of legal clients? Of course, but you will have a better idea of who these individuals are outside of work and are more likely to receive referrals based on that affinity. This will come in handy when you start building other elements of your marketing strategy such as content development, social media platforms, and reviews.
Building your clientele
To get you started, we’ve included our top 5 tips for how to get more clients so you can jumpstart your business and get back to your caseload.
Network, network, network
Whether you are still in school or finished with your JD, you know people. You know judges, lawyers, professors, other students, former or current clients, and many people you may have not thought of yet.
Recognizing that all of these individuals are referral resources will start a snowball networking effect that will have your hands full with new clients in no time. Still, you have to make sure to guide your network to you by directing them to send you referrals and clearly stating what type of work you are looking for. Do this on a regular basis, and you will create a pipeline of new business, accessible year-round.
Join a trade organization
Become active in a trade association by joining the board or getting on a committee. Doing this will put you in front of a room full of potential clients who can hire you. This information can come through the grapevine of current clients by asking what organizations they belong to, joining them when they attend meetings, and asking for introductions to their friends.
Content is king
Telling potential clients how brilliant you are will get you nowhere fast. However, showing potential clients how brilliant you are is a winning strategy and is the ideal representation of a valuable resource. That’s what you want and the best path to get legal clients to continue to refer you.
How do you accomplish this? By creating engaging and informative content through blogs, ebooks, newsletters, video, and social media. By utilizing different distribution channels, you can create an impactful and credible online presence that will keep your pipeline involved in your brand.
Social media is not a fad
Are you aware that 1.49 billion people use Facebook, and Twitter has over 175 million users? Just in case, we thought we’d remind you. Social media platforms are not going anywhere and are powerful avenues to connect to your legal clients.
Pairing these popular social media tools with a professional LinkedIn profile will raise the visibility of your law practice exponentially. When coupled with great content and proactive networking, you’ll be able to build and maintain relationships with current and future clientele quickly.
Choose a niche
Showcasing a legal specialty will make you stand out and separate you from the pool of law professionals out there. Focusing on one type of law helps build credibility and trust with potential clients since they are looking for a lawyer with your exact skill set. Also, lawyers who focus on a specific specialty have a tendency to earn more than those who don’t.
Don’t forget to ask for reviews of your work. Positive reviews are golden and will increase the likelihood of referrals. Understanding your target market, maintaining consistency in your message, and developing effective content will ensure you are seen as a thought leader in the legal field.