How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

How IP Lawyers Can Create Effective Web Marketing Strategies And Win New Clients In An Increasingly Social Media Obsessed World

If you are like many of your peers within the IP legal services profession, you care a lot about your professional image. You may even be obsessed by what others – your peers, clients and prospects – think about you, and want to make sure any web marketing strategies you use show you as a leading IP legal services professional.

Ironically, this obsession could be stopping you from doing what is best for your IP legal services practice – attracting good quality clients and growing.

How can that be?

Well, consider the following:

  1. How often do you simply tell people about your expertise and experience when asked what you do?
  2. Do you always stop yourself considering new methods of attracting clients because they seem too outlandish and are not what other IP legal services professionals do?
  3. Do you continue to rely on industry dinners, golf matches or other networking events to try and get the connections you desire?
  4. Do you think your profession has a certain way of doing things to win new business, and hence ignore successful strategies that have worked elsewhere because you don’t want to change the status quo?

If  any/all of the above apply to you, then you need to step back a bit and think about the fact that you just might be hampering any efforts you make to grow your business.

For many IP legal services professionals, one key worry is the control of information to prospects and clients and the impact any web marketing strategies may have related to this. This is a legitimate concern, but you need to realise a key fact – the increased use of social media and the Internet to search for information  means more opinions about you are formed from the online contributions other people might make about the benefits, or not, that result from the services you provide.

So, you may have some control of the information you want the world to see about you, but the world does not consume it in a linear fashion (i.e. only from you when you send it out). More often than not, opinions are formed by what people get from forum posts, blog comments, third-party articles, facebook, twitter, LinkedIn, etc.

The challenge you therefore have as an IP legal services professional is to get an effective online marketing strategy in place to create, and point interested parties to, information that is easy to understand, can change people’s lives and sets out the specific steps others need to take to achieve their desired outcomes.

If you get the above working right, then the leverage you get from the contributions other people make regarding the benefits and results of your IP legal services practice will inevitably help you attract more clients. By focusing on the needs of those that are actively searching for information, and less so on your expertise and qualifications, you give others the opportunity to widen your sphere of influence when they in turn propagate the information you have or provide feedback on the results they get from working with you.

The first step is to get into the minds of your clients. Not only do you need to know what information  they are looking for. Ideally, you should have an idea of the channels and various media they use to search for information, and how they share that information with others.

Secondly, you need to systemise your communications to take into account the increased use of the Internet for information searches, and the greater reliance on various social media platforms for third-party commentary on the services you and your competitors provide.

Finally, you have to provide information or deliver results that others who actively participate in the social media revolution can share with their contacts. You may even do the sharing yourself.

Remember though, you should not do social media simply because everybody else is doing it, but because you have a valuable contribution to make and can help you attract more fee-paying clients (e.g. a good example of this is LinkedIn). In the least, you should consider participating in some forums where your prospects would value the contributions you make. Your online marketing strategy should therefore be more than an email and website update-type campaign, but a two-way flow of information where your contribution is shaped by the feedback you get from prospects and clients.

When you have systemised any web marketing strategies you put in place, and if you have done the work to position yourself as a leader within your target niches, you will not be held back because of the fear of moving on from the four things I highlighted at the start of this post.

If you want to know how to use The Magneto Effect to build an effective web marketing strategy and attract an endless stream of clients or prospects to you, please sign up for the FREE 7 day video series. You will never think of web marketing the same way again.

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