Marketing Legal Services: Keeping the Pipeline Filled

In marketing legal services, there are two types of attorneys. The first, and by far the most common, are the ones who wait for things to happen. 

Not surprisingly, they are at a competitive disadvantage to attorneys who make things happen.

What does a proactive attorney do to make things happen? They keep their pipeline filled with new people.

People, not necessarily prospective clients. Lots of people will never hire you, but they can help you build your practice nevertheless. They can send referrals, provide endorsements and introductions, send traffic to your website, promote your events, and otherwise help your practice grow.

So, when I say, “keep the pipeline filled,” I mean adding new people to your lists.

There are lots of ways to get your name and face in front of people who can hire you or help you, but if they’re not on your list, they’re not in your pipeline. If they are on your list, you can stay in touch with them, and make things happen. If you can’t stay in touch with them, you have to wait for things to happen.

Now that we have that cleared up, what can you do to fill your pipeline?

Every day, you should (1) build traffic to your website, and/or (2) communicate with your list.

You build traffic to get people into your pipeline. You do that by posting content so people can find you through search and social sharing, by speaking, advertising, interviews, joint ventures, and so on. They come to your site, you offer them an incentive to opt into your list, and now they are in your pipeline.

You communicate with your list to build a relationship and show them what you do and how you can help them, of course, but you also communicate to further build your list.

Give your list content they can share with people they know. New people come to your site to access that content, and your list (pipeline) grows. Ask your list to invite people to your page or promote your event or share your special offer, and your pipeline grows.

Do the math. The new clients you get right now come to you because a certain number of people know who you are and what you do. If more people know who you are and what you do, you will get more clients.

Don’t wait for people to find you and ask what you do. Do something every day to build your list.

Learn how to use the Internet to Make the Phone Ring. Click here.