Ben Franklin on Attorney Marketing: “Go fly a kite!”
Ben Franklin performed plenty of experiments before he took that kite and key out into the middle of a storm. Ben understood that sometimes, one needs to use a variety of different tactics to get to the result you’re looking for. The same holds true for attorney marketing: You will get the best results if you employ a variety of methods to identify and meet new prospects.
Take advantage of business development tools like LinkedIn to stay in touch with law school classmates, or join the board of a local non-profit. Get started on these things as early as your first year of practice.
You never know where your law school chums will end up or what opportunities your board participation may lead to. Maybe your old schoolmates will encounter a conflict and refer a case to you or move in-house and need your practice area. Or perhaps a contact you met through the board will recommend you for her business’ law needs. But the only way you will be able to make this happen is by making sure that they see or hear from you at least 2-3 times a year. Make this kind of outreach a regular part of your lawyer marketing and you will increase your chances of landing a new engagement.
