Originally distributed to all lawyers in December 2011, these "Eight Resolutions" provide a focused starting point from which you can evaluate your business development efforts and determine where you can do more. For a partner in the process, contact the Marketing Department.
The approaching new year brings with it an opportunity to consider your marketing and business development goals and to create a simple plan. To assist your planning, we've outlined below eight no-cost / low-cost "best practices" in the form of "resolutions." The Marketing Department looks forward to working with you in 2012, and sends wishes for a safe, successful and happy new year.
Consider a facelift.
Your web bio is your face to the online community, and your calling card in business pitches. Read and update your bio frequently to keep it both relevant and compelling. Tailor your information to match the inquiries you hear from clients and prospects --- think "user-friendly." Include new areas of expertise, deals or cases (closed and won, of course), geographies of importance, articles or speaking engagements, and other professional developments that would be of interest to your audience(s). And make certain you're linked to the appropriate practice pages.
Learn to play the promotional trumpet.
Deal announcements, case wins and important developments are fertile ground for general promotion, and they allow us to keep practice descriptions and web bios stocked with the latest information. Get into the habit of sharing summaries with the Marketing Department at the close of an important, interesting or even a routine matter. At the very least, keep an ongoing deal list for your reference. It will help expedite future marketing and business development activities.
Cultivate the privileges of membership.
Reintroduce yourself to the industry organization(s), professional group(s) and referral network(s) where you maintain a membership(s) but may have lapsed in participation. Commit yourself to becoming more involved in 2012. Keep a copy of the events calendar nearby. Volunteer to speak. And flex your skills at the leadership level within the organization. Not a member yet? Familiarize yourself with firmwide memberships first, then consider groups specifically tailored to your practice or industry expertise. Also, be on the lookout for "networking op" emails from the Marketing Department --- these are often low-cost, high value forums to cultivate new relationships and expand others.
Embrace LinkedIn.
Stay connected with clients, prospects, referral sources, alumni and acquaintances using LinkedIn. Use your connections as an extension of your rolodex, and consider your profile as an extension of your web bio. Use your status update like a news feed to deliver up-to-the-minute information to your contacts and groups. Use your group memberships as an online extension of your industry, professional group and referral network memberships. Need info on a person or company you're targeting? Use the search functionality to gain meaningful insights.
Write more. Share more.
Identify regulatory developments, trends and opportunities occurring across the industries, geographies and practices you serve, and commit to writing or co-authoring an article (or several of them). Take greater advantage of sharing with clients and prospects the articles written by your colleagues and also passing along the practice promotions that are announced throughout the year --- think "Tax Cert" for January.
Improve your one-on-one visibility.
Develop a steady habit of identifying and routinely contacting those clients, prospects and referral sources you believe have high potential for business development. Pose questions that help you gain insight into their business challenges, and devise methods for leveraging the information to pursue new business.
Be a groupie.
Become more actively involved in internal lunches, breakfasts and meetings hosted by the practice / industry / office groups. Commit to spending a day (or several) per month in another Windels Marx office. Take time to get to know the colleagues beyond your own halls, their expertise, and the creative ways you can partner together through marketing and business development.
Pick three and plan.
Start today by committing to two or three of the suggestions shown above. Place your plan in a daily sightline. Invest 10 to 30 minutes each day to execute the plan and keep notes on your progress. Involve the Marketing Department, and resolve to have this be your best year yet!