I hope our last conversation about one person’s practice specialization success inspires you to focus more on the work you like doing and the clients you enjoy serving. The path to specialization will have potholes and you won’t get there overnight, but it will lead you to become the kind of expert you would want to hire.
On to this week. Probably everyone reading this newsletter gets some goodly portion of their work from attorneys. If we want more work from attorneys, we have to know where they are and what they are doing so we can be in front of them when they need our services. How do we do that?
And if you’re new here, welcome aboard. This is what we do!
COMING SOON TO A THEATER NEAR YOU!
Imagine sitting down every month with a BVFLS leader you respect … whose goal is to share with you the strategies and tactics they’ve used to grow their practices … and what they would do now if they were starting over today. Well, it would be a lot like the new interview series I am launching! Who do you think I’ll be talking with first?
According to BVR’s 2019 Firm Economics and Best Practices Guide, BVFLS firms that get work from attorneys get about 44% of their revenue from this source, as shown below. Further, 40% of all BVFLS firms in the BVR survey said they received more than half of their work from attorneys … not a surprising statistic when you consider the FLS firms.
If we want to get in front of attorneys, it would be helpful if we knew where they are spending their time, yes? And while I can’t tell you what they are doing offline to grow their practices, I found a report that tells us what attorneys are doing online.
Jay Harrington, a colleague who specializes in practice development for law firms just published a law firm content marketing survey. The report is not that long and you can read it here.
But as it relates to being where the attorneys are online, here are the two most important pieces of information I took away from Jay’s report.
#1 – The most common marketing tools attorneys use to create and promote their content are social media, email marketing, newsletters, and webinars.
#2 – Attorneys use several social media platforms to promote and share their content, with LinkedIn being the most prominent. (But note that a significant percentage of attorneys also use Twitter, Facebook, and YouTube.)
Reading between the lines, we can build online relationships with attorneys (which will bolster the in-person relationships we may already have with some of them) with these action steps:
- Get their emails, subscribe to their newsletters, and attend their webinars.
- Like, comment on, and share their LinkedIn content.
- Create, promote, and share our own content to educate them about who we are and what we do.
Ultimately, attorneys are trying to get in front of the same audience we are – business owners AND the people who influence them. Why not emulate the marketing tools and social media platforms attorneys are using to get noticed by them?
In real life
Yes, the action steps I suggested will take some effort. But if you are essentially an introvert (like me), shadowing them online is an efficient alternative.
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.