I’ve been asked recently to present to law firms (in NY, CT and DC) on practical ways to improve their online presence, and combine this with traditional relationship building methods. The result is this presentation, which describes specifically how to polish a LinkedIn individual or company profile, obtain speaking opportunities and be quoted in articles with minimal effort, and use surveys and low-key events that allow industry executives (who are your potential clients) to mingle.
The steps require between 1/2 hour and 2 hours a week for your partners who emphasize business development. The range depends on whether you want to be simply “credible” in your online presence, or “facilitative” in blending networking and outreach with online activities, as shown on my slide about the efforts & results continuum from “Simply Present” to “Online Leader.”
For those attorneys and practices that still are challenged to find time to build their presence and relationships, online marketing consultants (there are talented independent consultants these days so less need to hire a firm) can make it easy and cost-effective to draft content and research speaking/article/outreach partners, while leaving the final sign-off and interpersonal communications to you.
The slides can be viewed here: