Successful business people have a strong sense of identity, and they are incredibly motivated to achieve their goals. Lawyers are no different!
Great lawyers are highly intentional about their practice. They are strategic, disciplined, and committed to building relationships with their clients.
Since marketing isn’t just about advertising and creating content and includes everything from email signatures to podcasts mail to videos, here are some winning habits that all successful lawyers share.
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They get involved in conversations
People often assume that the only way to become a good lawyer is to study law, but the most successful lawyers are those who get involved in conversations and publicly voice their opinions on social issues.
Whether via social media posts or tweets, successful lawyers use their expertise to impact discussions on issues and public policies. They also make sure they know how to set the tone of the conversation because that’s what helps them increase their brand visibility.
And even when they don’t agree with a certain argument, they take the opportunity to educate themselves and others and share their insights on topics that matter to the masses.
They cater to a niche audience
One thing all successful lawyers have in common is a clear understanding of who their ideal clients are and what they’re looking for. They know that a lot of people would like to enlist their services but not all of them would qualify to be their clients, so they operate in a small market segment that they know is profitable and ideal for them.
They also have a clear buyer persona in their minds, which makes targeting their marketing efforts easier for them.
They have realistic and measurable goals for their marketing campaigns
A successful lawyer doesn’t need to be a digital whiz or an early adopter. It is more important for them to have a solid understanding of their target market, competition, budget, and time frame. They know what they want to accomplish with the tools available to them in order to get there.
They also have a purpose. They know why they are sending an email blast, why they are conducting a cold outreach, and why they are setting an appointment with a client.
Successful lawyers have SMART (Specific, Measurable, Attainable, Relevant, and Time-Bound) goals for their marketing efforts and rely on data to determine what works and what doesn’t work for their business, rather than counting on guesswork to get the job done.
They send out at least one email blast per week
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Out of sight is out of mind. This is something that successful lawyers understand. So, they don’t take their subscribers for granted.
And one of the most important things that great lawyers do is keep their subscribers engaged with them. They put the time into writing detailed content for their email newsletters, which keeps them relevant in their readers’ minds.
They send out complimentary legal tips about a new court decision or an update about an upcoming deadline or a summary of a popular case that everyone is talking about. Their emails sometimes also include legal news or trending stories, which they use to share their two cents with their readers.
They learn something new every day
Remember how we mentioned that successful lawyers join conversations? Well, they can’t do that without staying updated with what is happening.
Successful lawyers are constantly learning, researching, and experimenting to improve their practice. They aren’t content with the status quo; they seek out new ideas and act on them.
They keep up with the latest technological trends in their profession by attending seminars, workshops, and conferences. They study evidence for legal cases that can help them win cases or give them clients.
And they regularly check the news to see what stories are making headlines in their area of practice, both to stay abreast of local issues and to develop contacts with reporters who are covering legal issues.
Above all, they share all this knowledge, which they acquire daily, with their prospective clients to connect with them and show them how vast their understanding of and exposure to the field is.
They interact with their followers
Successful lawyers understand that leads can come in from anywhere. Therefore, they divide their time and reach out to their prospective clients through various social media channels to avoid missing out on lead generation opportunities.
Twitter: They tweet often and engage with their followers because they understand that the more they interact, the more likely it is that someone will follow them back – and the more likely they will get business from them.
Facebook: They post regularly – even if it is just once a week to have some level of relevant interactions with their colleagues and clients. They also only post when they have something interesting to say to maintain steady engagement.
LinkedIn: They build an impressive profile that people will want to follow and network with fellow lawyers and prospective clients.
Instagram: They publish bite-sized, easily-consumable graphic content for people with shorter attention spans and an appetite for visual content.
YouTube: They create shorts or long-form videos on topics that people are interested in learning more about to have a balanced online presence across all platforms.
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They don’t shy away from enlisting professional help
The most profitable thing a lawyer can do is accepting their limits. Every successful lawyer understands that not everyone can be a digital native. But since online success and marketing go hand-in-hand, instead of losing opportunities, they hand it over to someone who can take care of their digital presence.
Marketing a law practice is a complicated process that requires a great deal of time and energy. It is not something you do in a few hours or even a week.
So, if a successful lawyer doesn’t understand digital marketing or can’t upload regularly due to a tight schedule, they outsource their marketing efforts to a digital marketing agency to protect their online reputation from taking a hit.