On April 14, 2021, Meranda Vieyra presented “Business Development in 2021 for Immigration Attorneys” to the American Immigration Lawyers Association. Below are the key takeaways from that presentation.
Building New Relationships
How is it possible to have a human connection in a virtual environment? By connecting through technology. Video calls are the most popular and the closest to an actual meeting. Set video calls up the same way as real life, such as meeting for coffee or hosting a happy hour. After the meeting, solidify the new relationship with a follow-up. This can be a thank you card, a LinkedIn connection, or an immediate email.
Make sure your online presence is consistent and updated. This includes websites, directories, and Google My Business pages.
Nurturing Existing Relationships
The basis for nurturing relationships online is the same as offline; be interested in other people. As Dale Carnegie, author of How to Win Friends and Influence People, said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get people interested in you.”
Participate in credentialing activities. Develop your legal skills, participate in organizations, or accept leadership opportunities. Demonstrate your expertise by writing articles, giving lectures or interviews, or developing workshops.
Maintain your online presence and social media. Remember to be consistent with your brand and remain an active member of the community. Give back by performing community service, and get involved with organizations you care about and have an interest in. This can include pro bono work, sponsorships, volunteering, etc. Beyond being an active member within your community, your marketing strategy should include community outreach.
Encouraging Referrals
The right time to ask for referrals is usually right after a successful transaction, but a referral can come to you at any time. Be referral ready. Create a special offer to keep clients in the funnel happy. Upsell or cross-sell whenever you can.
Depending on where the referral comes from, there are different places to find referral partners. Find business-to-customer (B2C) referrals in social media groups, churches, non-profits, publications, or other attorneys or clients. B2C referrals can come from anywhere that you deal with the general public in your day-to-day life.
You can find business-to-business (B2B) referrals from up-selling or cross-selling, publications or advertising, business lawyers, international businesses, or from industry leaders.
LinkedIn is a powerful resource for lawyers. If you have not set up a LinkedIn profile, read Denver Legal Marketing’s blog “How Lawyers Can Take Their LinkedIn Profile to the Next Level” which goes over the basics for setting up an ideal LinkedIn profile. Once your profile is set up, keep it updated.
Add value to the conversation and stay in front of people by making posts that add value. Publish articles or lectures to emphasize your expertise. Join groups you are interested in. Connect with people you already know and follow law firms and organizations that refer you.
Final Thoughts
The last year has changed how business is done, with a significant emphasis on virtual communication and marketing. Stay relevant and successful with these insights.
If you need help devising and executing a strategic plan, reach out to the Denver Legal Marketing team today.
