3 BD tips lawyers and accountants can put in to practice (quickly and easily) to make you more visible to your clients, contacts and targets
17 Feb 2017
At Tenandahalf we unequivocally believe that the words ‘marketing’, ‘business development’ or ‘selling’ could disappear tomorrow and be replaced with a single word – ‘visibility’.
Why is that? Well, in our experience marketing and BD means something different to every solicitor, accountant, patent or trade mark attorney and barrister but however you define them, the fact is your ultimate objective is visibility. If you are visible and stay visible to your clients, contacts and targets, you will win work and surely, at the end of the day, that’s what you want.
To give you a little head start on your road to visibility, here are 3 practical tips you can put into practice immediately with very little investment of time, money or effort:
1 Make more informed marketing choices
You only have a finite amount of time and budget to use for business development so use it wisely – cut out the ‘noise’ and focus on doing the things that are most likely to put you in front of the type of people/businesses you want as clients.
Take a little time out to work out who your most likely client is. Think about their demographics, their job, their needs, their behaviours and the way they’re likely to consume information.
Once you have that cameo you can work out which events they go to, what they read and how best to get your name in front of them … once you know that, you can plan your time and tactics much more effectively.
2 Content certainly is King but you need to make it work harder for you
There is a publication for everyone. Every single niche has at least 2 magazines (hard copy or online) covering it.
To get published in those most relevant to your praicte all you need to do is:
Find them (Google will do the leg work for you in less than a second)
Approach the editor (circumventing the advertising sales team)
Suggest an angle for an article
Offer your services as a possible author for that article
And remember, editors are duty bound to source new insight so you aren’t imposing, you’re making their lives easier.
I can hear the private client focused professionals grumbling this is all very well for their business focused colleagues but Widget Makers Monthly isn’t going to help them. Quite right, but if you’re on the private client side, there are a myriad of local papers, glossies and free sheets doing the rounds in your local area. There is also an increasingly complicated tax regime and increasingly complex family units to navigate so their editors will be interested in your opinions and guidance.
Once you have been published, make sure you sweat the resultant link or PDF:
Get it on your website
Use it as an email shot to all of your firm (or Chambers) or department’s contact
Put it on LinkedIn
Use it as a ‘saw this and thought of you’
Use it to reconnect with someone you haven’t spoken to in a while.
Use it as the basis for a seminar or workshop
Use it to show other editors what you can do so you win more free editorial slots
3 Use social media better
Let me let you into a secret. Sending 2 tweets a week won’t win you work and setting up a LinkedIn account with the scantest of details just to sit there in the hope someone finds it won’t win you work.
If you are going to use Twitter as a BD tool you have to be prepared to tweet consistently and to join in with other people’s conversations, follow and follow back and post updates, links and opinion throughout the day. If you can’t commit to that or are nervous about being so open, don’t do it because it won’t do anything for you.
However there’s no get out clause for LinkedIn today. It is as expected as it is professionally acceptable. The only thing is if it’s going to generate a professional benefit you need to do stuff. Post articles, post updates (and these can be links to new content your colleagues have published or to news stories that relate to your practice area or the industry sector/s you specialise in) and make sure you LinkIn with everyone in your professional network.
One question I’m often asked in connection to LinkedIn is “should I join groups?” Personally I think that the groups have become diluted with people shamelessly (and rather clumsily) touting their wares and they are not nearly as powerful as they were five years ago. But, they are a good place to keep up with the latest developments, trends and buzzwords – all of which can be used to build your credibility when you’re speaking to your clients, targets and contacts.
As always if you need any additional tips on any of these ideas or if you’d like 3 more ideas to help you get more visible and stay more visible, please drop me a line
Posted by Douglas | 0 Comments