Client Development

Subscribe to Client Development via RSS

Right now, online networking is the most important tool we have to stay top of mind with clients, prospects, employees, alumni, the media, recruits and others who are interested in updates about your company and its people.

In many ways, your LinkedIn company page is a second company web site, and because LinkedIn is the world’s largest professional network where many people go directly for information and research, it may be even more important than your actual web site.

Your company page gives you a platform to post information about what you do and promote important news, insights, events and services. It’s one of the most powerful online marketing tools for companies of any size if you consistently post and engage with your followers.

In order to maximize your LinkedIn company page, you’ll need to do three things:

  1. grow your company page followers,
  2. drive awareness of your page, and
  3. post content that helps and educates others.

Regardless of how many followers you have, you have to keep them engaged with helpful posts or they will lose interest and your content won’t appear in their news feed. You can do this by regularly posting helpful, non self-boasting content to provide value to your followers.

Here’s how:

Michelle Calcote King is the principal and president of Reputation Ink, a B2B professional services marketing and PR agency.

Before founding Reputation Ink 10 years ago, Michelle was the senior vice president of a national PR agency exclusively serving law firms. Before that she held a variety of roles in PR agencies in several cities throughout the U.S. Southeast, London and Australia. Michelle serves on the Legal Marketing Association Southeast (LMASE) Regional Governing Board, and previously led the local Jacksonville LMA group.

I always learn from Michelle whenever I hear her speak or read one of her articles or blog posts. She is someone you should definitely follow.

Learn more about her in this Women Who Wows profile.

Online networking has never been more important than it is today. It’s our primary way of remaining connected to and top of mind with our professional contacts. Individuals are quite open to connecting now as we are social distancing so don’t be shy about sending connection requests to people you know but with whom you’ve lost touch.

You should always keep your network “warm” and your LinkedIn connections updated because at some point, you’ll need them.

Here’s a plan for how build and maximize your LinkedIn presence now and in the future.

No matter how brilliant a lawyer is, he/she is unlikely to steadily bring in business throughout their career solely through providing high-quality legal services.

In any relationship-driven business, the vast majority of work goes to those who not only do great work but who understand their clients’ businesses inside and out, make their clients look good both internally and externally, and are the kind of people with whom clients genuinely like working.

That being said, building relationships takes patience, persistence and a personal touch, which are skills that all of us can refine and polish.

I’ve put together tips for lawyers at any level focusing on cultivating and strengthening relationships (although they can be adapted to anyone in pretty much any field). I hope they inspire you (and lead to new clients)!