In this week’s edition of Things I Wish I Knew, solo lawyer Joleena Louis shares how she is getting new clients by using strategic marketing collaborations.
If you read my column regularly, you know I’m a huge proponent of networking as a key part of my marketing strategy. I’ve also discussed building a team of professionals whose services compliments your practice area in order to have a regular source of qualified referrals.
This year I’ve taken that idea to the next level. Now I’m using strategic collaborations to reach a broader pool of potential clients.
A strategic collaboration, or partnership, is jointly marketing with any person or business whose audience you would like to connect with. You’re not paying for an ad or a sponsorship, you’re providing something of value that the both of your audiences will find useful.
Here are some of the strategic collaborations I’ve done or plan to do this year:
Exclusive Content for Referral Sources
I was recently asked by a CPA to prepare a checklist of financial documents needed for divorce to share with his clients. So I made a simple, branded .pdf and have been contacted by three of his clients for a divorce consultation already.
He looks good to his clients by providing them with useful information and his clients who are interested in divorce now have my contact information. Now I’m working on creating content to share with other referral sources.
Joint Webinars/Panels/Seminars
I’ve been asked to participate in several webinars, panels, and seminars this year.
This is a fantastic way to reach a new audience. The organizers and other participants will share information about the event with their contacts, including information about the other presenters.
Facebook Live Q&A/Meetup Groups
Some of the collaborations that have had the most impact have been with organizers of groups directly related to my practice area. The key here is not to make it about me but to make it about how I can help their groups members. People will remember you if you make the effort to help solve their dilemma.
I’ve had great success reaching out to divorce groups on Facebook. I have even offered to do a Facebook live question and answer session on their most common divorce questions. The key is to remain active and attentive to what is going on in the group. Don’t just send a cold request. I’ve joined the groups, actively participated, and then asked to hold a Q&A.
And I’ve done the same with groups on meetup.com groups. Join the group, attend a few of the meetups and tell the organizer that you would be willing to host a meetup and answer question about your practice area. Building that level of trust and rapport within the group will help when it comes to hosting your own event.
Think of Local Places and Events
A friend of mine did a very successful “pop-up shop” for her jewelry business and it got me thinking about how I could incorporate that into my marketing. A pop-up shop is the temporary use of a physical space.
I had the idea to contact local bridal shops and do “pop-up” prenuptial agreement consultations in their stores. This will be a cool event to get people in the shop and for me to reach engaged couples. It literally cost me nothing other than time and promotional materials.
There are endless possibilities if you know who your ideal client is. Think of who else your potential clients may work with or who they follow online. Then figure out how to connect with those people.
For me, strategic collaborations have worked like word-of-mouth on steroids. The new audience already likes and trust the person or business I’m partnering with, so their endorsement is usually enough to sell my services without me having to do much else.
