Do your clients, colleagues, community, and local media see you as the go-to legal resource in your practice area? If not, it might be because you haven’t properly established yourself as a “thought leader.” A legal thought leader is someone who is considered to be an authority in his or her field and looked to as a trusted source of legal information, commentary, and assistance in some of the most complex legal matters.
So why become a thought leader? The more well-known and well-respected you are in your community and professional circles, the more likely you are to attract new clients and case referrals from other attorneys. (Who would you prefer for your personal injury case… an attorney you’ve never heard of before, or that attorney who is always being quoted in the news and invited to speak at national conferences?) Plus, it doesn’t hurt to educate others by contributing your expertise to discussions about important, relevant legal issues.
Below are 5 strategies for establishing yourself as a thought leader in your legal field:
1. Consistent, High-Quality Blogging
Blogging is the perfect way to regularly get your name, voice, and opinions out there and serve as a valuable informational resource. You can blog about a variety of topics within your legal field, answering common questions, offering helpful tips, and providing commentary on some of the latest news and developments related to your practice area. This is your opportunity to show potential clients and your legal community that you stay on top of your industry and you know what you’re talking about!
Blogging not only helps you establish yourself as a thought leader, but it also helps you increase your visibility in online search results and engage with current and potential clients. Analysis of 1,531 HubSpot customers showed that companies that blogged had 434% more indexed pages, as well as 55% more visitors and 97% more inbound links.
2. Engagement on Social Media
Social media has evolved into much more than just a place to find out what your friends are up to. It is now also a place to read interesting articles, network with other professionals, and engage in discussions about your industry—especially on LinkedIn. According to data from the 2015 ABA Legal Technology Survey Report, LinkedIn is the most popular social media platform for both individual attorneys and law firms.
If you want to showcase your advanced knowledge and boost your reputation, do the following:
- Create a professional profile on LinkedIn
- Connect with movers and shakers in your legal field
- Share informative updates, blog posts, and articles (both original content and content by third parties)
- Join and engage in groups that pertain to the area of law that you practice
You can also make an impression on other social platforms such as Twitter, Facebook, Google+, and YouTube.
3. Create Videos That Allow You to Connect with Your Audience
Video is quickly dominating the attention of online consumers. According to a forecast by Cisco, Internet video streaming and downloads will make up more than 80% of all consumer Internet traffic by 2020. If you want to be at the front of this digital wave and get ahead of your competitors, start posting educational video content and ads on YouTube, social media, and other online platforms. Be present where your potential clients are already looking!
Video gives you the unique opportunity to connect with your audience on a deeper level. They don’t just read your words—they actually get to see your face, hear your voice, and read your body language. Use video to show your viewers that you are knowledgeable, confident, and approachable.
4. Become a News & Media Contributor
If you ever have the opportunity to serve as a guest or commentator for a respected media outlet, website, or blog, take it! This can include anything from being a regular contributor for a popular blog in your industry to serving as a guest and legal commentator on a segment for a local news station. These opportunities can help you get in front of a new audience and add more professional credibility to your name. Other examples of “media” opportunities include serving as a guest, co-host, or contributor for a radio show, podcast, webinar, website, newspaper, magazine, and the list goes on.
5. Public Speaking Engagements
Are you a board-certified specialists in your practice area? Do you have valuable tricks of the trade to share with other attorneys, or general legal insights for community members? If so, don’t be afraid to share your knowledge at public speaking engagements, such as legal seminars, bar association events, industry conferences, chamber of commerce events, and other community events. Not only will people see your role as a speaker as a testament of your knowledge and expertise, but they will also remember you down the road.
Scorpion’s Attorney Marketing Specialists Can Help
Our legal marketing team at Scorpion wants to help you build your professional reputation so you can differentiate yourself from your competitors. We can provide you with various digital marketing assets and services to assist you, from your website and blog to your social media presence and video ads. Reach out to us and let’s talk about what you’d like to accomplish for your practice, and ideas you have about positioning yourself as a thought leader in your local market. We’d love the opportunity to assist you!
To learn more about how to improve your professional reputation, read our free Online Reviews Survival Guide.
About the Author
Jamie Adams is the Chief Revenue Officer at Scorpion. He has spent the last 10 years providing technology and online marketing services across various industries, including legal, healthcare, automotive, franchise, and home services. Jamie’s passion is getting to know his clients and then working closely with them to create cost-effective, results-driven marketing and advertising campaigns that allow them to expand their reach and attract more business. Throughout the course of his career, he has helped clients generate more than $2 billion in revenue through digital marketing campaigns.
Jamie has a bachelor’s degree in computer information systems from Louisiana Tech University. His hobbies include playing tennis, watching football, running, playing the drums, and spending quality time with his nephews and niece. He also enjoys reading about leadership.