The goal of authority marketing for lawyers is simple. You want to be the first name that comes to mind for the type of legal work you provide for a specific audience.
Most people think of this in terms of building a referral network that’s responsible for most, if not all, of a law firm’s business in a particular practice area. That is valuable, but it’s a very old-school way of thinking about authority marketing.
A better approach is to look for ways to expand your inner circle of referral sources – people who trust you and refer you without hesitation. This would allow you to get business from a larger, more diverse circle of referral sources.
If you’re like most attorneys, you have precious few dependable referral sources. If one of them stopped feeding you business, it would probably be more painful than you realize.
So how do you clone your best referral sources? You need to be pervasive so referral sources never forget about you. In fact, they’ll go out of their way to look for opportunities to send you business.
What Does an Influential Attorney Look Like?
First, let me say that if this isn’t you today, that’s okay. Don’t dismiss this. It can absolutely happen.
An influential attorney has business coming to them. Not just business, but the right kind of business.
An influential attorney’s practice is growing, but not through sheer, brute force effort. It feels organic.
For the practitioner, this is the perfect mix of high-quality business arriving at their doorstep, and personal satisfaction through their relationships with clients and referral partners. It’s the best of both worlds.
How Do You Become an Authority?
Obviously, I won’t give away all our secrets in this article. But, on the highest level, you need to:
· Proactively identify who can send you the best kinds of business.
· Use multiple media channels, not just your grandfather’s newsletter, to remain in their view.
· Use an integrated approach that blends technology and automation with the personal touch of in-person relationship building
The Bottom Line
You need to understand all the potential marketing modalities at your disposal. You need to understand when and how to use them to generate the best results.
Take a step back. Decide whom to target. Learn how to construct effective campaigns.
Instead of chasing work, work will come to you.
Not sure where to start? Check out this resource on positioning your practice for authority.