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.