Networking is a simple way to boost your law firm marketing strategy.
New York matrimonial lawyer Joleena Louis has built a traditional, referral-based law practice by using tried and true marketing techniques. Over time, her practice has become one of the most truly authentic brands in legal services, and she has developed a style of marketing that isn’t magical, expensive or difficult.
In our new eBook, 10 Things I Wish I Knew About Law Firm Marketing Before Going Solo, Joleena discusses different techniques she uses to market her firm successfully. By recounting her experiences in the eBook, Joleena hoped to help other attorneys achieve similar success.
Using networking to easily market her practice
Joleena’s best source of new business is referrals. Rather than trying to attract new clients directly, most of her marketing activities are aimed at cultivating relationships with potential referral sources.
She builds these relationships through the following process:
- Before going to any networking event, Joleena defined her ideal client. Doing this helped her communicate exactly what type of new business she was looking for and her referral sources ended up sending her better quality leads.
- Instead of attending every single networking event, Joleena only targets the events where she is most likely to find new referral sources. This guarantees that her time spent at these events will produce the best ROI.
- Joleena uses her networking time strategically, investing in better relationships with referral sources who have the most potential. She understands that people won’t refer business to her if they don’t remember who she is so she makes an extra effort to consistently follow up with her most valuable referral sources.
Approaching networking as an introvert
For Joleena, speaking in a courtroom or having a discussion with someone one-on-one is no problem, but she finds it exhausting to socialize in a room with a group of strangers.
Although she would prefer not meeting with so many new people, she realized how important it is to network with referral sources at events. Her most important step in overcoming being an introvert was to realize that everyone else feels the same way. She was comforted by the knowledge that it wasn’t just her.
As a result, she learned how to use the awkwardness as an icebreaker. Going right up to someone and talking about how awkward networking events are helped her start the conversation so she could then transition into talking business.
Next, Joleena follows up quickly. If you really connect with anyone, follow up with an email the next day. The email doesn’t have to be anything deep. It can simply say it was nice meeting them and that you would love to get together for coffee.
Also, keep track of personal details from your conversation. You would be surprised at how many people don’t really listen. It impresses your new referral source when you can recall details they shared with you.
Networking is an essential part of running a successful solo law practice. It may seem scary at first, but once you realize almost everyone despises networking, it levels the playing field.
Joleena didn’t start her law practice with any magical trick or special advantage. She had to learn how to market her firm efficiently on her own. By using Joleena’s advice, you will be much closer to replicating the same success for your own firm.