By Dennis Hung • November 15, 2018•Issues, Mentoring and Networking
Some people believe that personal branding is useful only for famous individuals. The truth is that everyone who differentiates their unique value articulates their strengths and leaves a lasting impression is going to win more clients and new business in the long run. We'll take a peek into the tactics lawyers can use to build their online reputation.
1. Collect a portfolio of accomplishments.
If you have a website or a print portfolio, display your past successes. See if past clients will offer testimonials and if they want to be one of your case studies. This creates trustworthiness at a point in time where deceiving is easy and lets potential clients understand of your level of expertise to provide similar outcomes.
2. Build a LinkedIn account.
This resource for resumes, cover letters, and references give you and your network a way to access and sell your services to make yourself transparent for clients. How others talk about a brand is especially crucial for attorneys. It's even more important than how you describe it yourself. If others admire your work ethic, ask them to publish a LinkedIn recommendation because they are public.
3. Go to events.
Legal conferences and conventions are a fantastic means of building contacts around the area and spread your ideas. Be well versed on what your specialties are and how to explain about what you do in a persuasive manner. What kind of legal services do you offer? What differentiates you from lawyers in the vicinity?
4. Attend to speaking engagements.
This is a lot more powerful than just going to events. It gives the chance to exhibit your capacities to a larger audience who may likely come to you with contacts, questions or opportunities afterward. Speaking engagements are an important tool to use if you don’t sell services, but provide genuine expertise.
5. Compose articles.
This is a time-tested marketing method. Your writing portfolio and how influential you are with branding will affect your results. It's possible to write for a multitude of content curators. Online sites, magazines, article directories, and blogs are an excellent way to start contributing and spreading your brand. If this interests you, there are many ways to create a blog or use a tailored service for lawyers specifically.
6. Keep brand points of contact up to date.
As your personal brand and name spread, ensure your relevant information increases at the same rate. Make regular updates to your LinkedIn profile to add your latest experience information, contacts and summaries. If content about your brand isn't fresh, it can reflect a bad image onto you.
7. Keep in the loop.
See what kind of blogs legal professionals are writing to get a better idea of how to uniquely market yourself. LegalZoom is one example you can turn to for inspiration.
8. Don’t go wild with social media and focus too much on one direction.
Blogging, LinkedIn and others can feel like a lot of work at first. Try not to get too enamored with social media to the extent that it negatively impacts other work responsibilities. While you're experimenting with each of these you'll find what works in time.
Maybe your speaking at events earns you two new clients on average and blogging for a month achieves similar results. Let go of the one taking more of your time to invest in your greatest opportunities. Ultimately, it should be fun to broaden your social impact to reach more clients with your expertise.
How have you been doing this lately? Has the internet altered any of your marketing? Do you foresee the web as a useful option to grow your reputation more going forward?