Beyond SEO and Ads: Build Your Brand While Waiting in Line
In my December group coaching call with IP attorneys from all over the world, we discussed that marketing based on just SEO and social media ads without human interaction is not sufficient to bring in quality leads.
Authenticity and a human touch is critical to build the know, like, and trust factor in our industry.
If you rely on these tools to build visibility, you need to take the extra step to personally engage with those who like your social media ads and boosted posts in order to engage quality clients.
The best way to build visibility and grow a practice is with a full spectrum strategy that includes personal touch points. Such a strategy could look like the following:
Consistently posting on social media platforms like LinkedIn, engaging with others’ social media content, connecting with aligned contacts, and sending DMs to those you’ve built relationships with;
Regularly attending aligned conferences and networking events, and connecting and engaging on social media with the people you meet;
Speaking on panels and podcasts that will be attended or heard by your ideal clients and referral partners;
Hosting your own webinars and events directed to your target audience; and
Checking in regularly with network contacts and dormant clients.
This can be time intensive, at least at the beginning. Once you’ve built a targeted strategy, a library of content to repurpose, a social media following, and visibility in the industry, you can back off a bit (and/or hire someone to help you). But you need to put time in on the front end.
This time investment will be more valuable than money you could spend on ads - I promise you.
The good news is, you can fit this into your busy schedule.
When I was at my last law firm, I invested significant time in building a personal brand and it resulted in (i) a book of business worth hundreds of thousands of dollars and (ii) recognition in the industry as an authority on trademarks and business development.
I did it by finding pockets of time between billable hours and family.
Everyone has a few minutes a day that can be directed toward this effort - whether it’s commenting on posts while waiting in line, outlining post topics while you’re on hold, writing posts after the kids go to bed or before the family wakes up, or sending connection request and short DMs while you’re watching TV.
You can build a book of business in those gaps. Instead of scrolling aimlessly on your phone, start taking consistent, targeted action.
Here are concrete steps you can take in those targeted minutes:
Send an email to one client or referral partner each week who you haven’t been in touch with in a while to check in. Bonus points? Schedule a call or coffee date.
Write a handwritten thank you note to a referral source.
Research local networking groups or industry organizations where your target audience hangs out. Register for their next meeting or conference. Add it to your calendar.
Outline the article you agreed to write or that presentation you agreed to give.
Schedule a meeting or coffee date to catch up with your mentor, internal referral partner, law firm colleague, department head, etc.
Comment substantively on 3 LinkedIn posts per day. Then connect with the authors.
Send LinkedIn connection requests to 5 people per day (clients, potential clients, referral partners, co-workers, former co-workers, law school and college alumni, networking contacts, etc.). You don’t have to send a note with this request.
Write a list of ideas for LinkedIn posts.
Write a brief LinkedIn post on a topic you’re familiar with (a frequent client question, a current event in your practice area, a list of top tips, etc.)
Daydream about your dreams and your goals. Then write them down.
Consistent actions compound to create visibility and business.
Need help forming a strategic business development plan that fits within your schedule? Schedule a call at the link in my profile.
Which actions are you going to take today?
As the second year of my coaching business and the first eight months of our law firm come to a close, I reflect on what has made these businesses so meaningful and successful.
Relationships.
The first years of my coaching business and law firm have been built on relationships created over time - through consistent networking, friendship, thought leadership, quality work product, and client service.
I cherish the trust, collaboration, and partnerships that have resulted.
Every conversation, every challenge, and every client success reminds me why my coaching work and legal work in the IP industry matters.
During this holiday season, I hope your days are filled with moments of joy, rest, and reflection.
As we look ahead to the new year, I’m excited to work with IP attorneys to grow their practices, get more comfortable with LinkedIn, and confidently prepare for the Annual Meeting in London.
And I’m excited to work with businesses to strategically resolve infringement disputes and protect their trademarks and copyrights.
Thank you for your confidence in me and for being part of the journey.
Let’s continue to grow together.
Happy Holidays!
