December is a great time for law firm partners to plan for significantly raising visibility and improving reputation in the new year.
Here’s 10 actions you can start implementing right now so you are positioned for business growth in 2013:
1 – Fix your biography so people can learn quickly what you’ve accomplished for similar clients in recent years. Did you win a high stakes litigation for a Fortune 500 company? Did you handle a mega-merger that was favorable to client? Lead with your best stuff, NOT where you went to law school!
2– Put some meat on your LinkedIn profile. The same revised biographical info on your firm website can go on LinkedIn. Be sure the copy is about how you serve and succeed for clients and not a laundry list of fancy titles and bar memberships.
3 — Learn how to use the Advanced Search capabilities on LinkedIn to create a powerful list of prospects customized by items such as geography, job title, company, etc.
4 — Consider launching a practice-specific blog. And, no, you don’t have to blog every day. You can post as little as once per week or month and the posts can be just a few sentences or a short audio or video.
5 — Create a Twitter account and start Tweeting every few days. An easy way to start is by sharing other people’s news that is related to your practice or linking to your new blog post.
6 — Record and post to YouTube a 2 to 3 minute video that analyzes a hot legal issue in your practice (s) area. This is one way to establish/expand your thought leadership and will improve your search engine results very quickly. Here’s one we did for a client earlier this year that received 8,000+ views and another that has surpassed 10,000 views.
7 — Identify and secure speaking engagements where your best prospects gather. Want to be a more powerful presenter? Study Steve Jobs and read The Presentation Secrets of Steve Jobs. You can also watch a wide variety of great presentations at TED. Here’s one by Seth Godin that is a great example of excellent presentation and inspiring content.
8– Learn how to deal more effectively with the media and consider hiring a professional who can help you with messaging, transitions, body language and answering the toughest questions. (At LawFirmsPR, we now do this kind of training by Skype, including a video recording and written audit, so you can quickly learn and improve.)
10– Learn more about crisis/litigation communications for your firm and your clients. A good place to start is The Crisis Show, a weekly Internet broadcast I started in June 2012 with case studies on a wide variety of crises that touch the legal world — and with nearly 20 hours of free content so far.