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What do you think of when asked to attend the local Chamber of Commerce’s after-hours networking event? I immediately think of that overly energetic, extroverted and annoying person passing out business cards like a blackjack dealer in Vegas. Do you think your goal should be to speak to as many people and collect as many business cards as possible? Are you (unrealistically) expecting to walk away with a new client? All of these are the wrong reasons to attend a networking event and the wrong perceptions as well.
For the past year, in-person networking has been put on indefinite hiatus.
Since in-person networking opportunities, such as industry conferences, were almost non-existent during the coronavirus pandemic, professional networking and referral groups gained popularity and become the go-to choice for creating referral relationships for lawyers. The format, makeup and style of the groups varied, but the overall concept and purpose were the same: Grow your network, obtain new clients and bring in more revenue.
If you are thinking of joining a professional referral network, there are a few best practices, factors and concepts to keep in mind.
During a law firm marketing meeting at a client’s office last week, I asked one of the firm’s founding partners to share his insights regarding business development. Without hesitation, he began speaking about the importance of building and maintaining a strong professional network. He discussed the organizations he had joined and remained active in during his long and very successful career, and how he had progressed from simply attending meetings to taking top leadership roles within the organizations.
Few would argue that networking always has been and likely always will be an important aspect of building and maintaining a successful law practice. Networking is how lawyers connect with prospective clients and referral sources, build trust and loyalty, and develop the types of individual relationships that can lead to new business.
It’s also time-consuming and, for most of us, not particularly easy or fun.
In today’s world of Facebook, Twitter, Google+, Instagram, LinkedIn, Pinterest Tumblr, Flickr and all the other social platforms, networking for lawyers is easier than ever. If you are using one or more of these tools to engage clients and prospective clients, congratulations! According to a Fast Company article published in November, the fastest growing demographic on Twitter is the 55-64 age bracket. The 45-54 year age bracket is the fastest growing demographic on both Facebook and Google+.
I have been privileged to work with many professionals to discuss, strategize and implement their business development plans, and I’ve learned that, oftentimes, the first hurdle is to overcome false perceptions about marketing. For most, just the mention of the word “networking” triggers a vision of the cheesy, extra-extroverted salesperson working the room with his never-ending charm.
There is no doubt that social networking is a great way to build your brand and expand your online presence, but it also can be an incredible time suck. You set out to share some interesting thoughts on the budget deficit and then suddenly you are several layers deep (and 45 minutes invested) in reading about recipes for low-fat cooking.
To avoid the social media time suck, you need to have a plan.
Since its launch, LinkedIn has continuously evolved to meet the networking needs of professionals around the globe. While other platforms have come and gone (remember MySpace and Friendster?), LinkedIn’s resilience and innovation have positioned it as the go-to networking site for professionals.
The 2013 Legal Marketing Association (LMA) Annual Conference is coming up soon, April 8–10 at the ARIA Resort in Las Vegas. We marketers realize the fantastic educational and networking opportunities offered by the LMA annual conference, as well as the value of regional and local LMA events. But do your firm attorneys have any idea how beneficial our trade association is for your firm and each of us individually? In most cases, probably not … but you can change that. Try implementing one or more of these tactics:
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