Interesting information, as always, from Tom Kane’s Legal Marketing Blog: A survey by The BTI Consulting Group for Hellerman Baretz Communications LLC provides insight into how to distinguish yourself from other firms in landing new clients.

While this probably doesn’t come as a surprise, what many lawyers still don’t recognize is the value of internet marketing and social media to support these activities.

While more and more lawyers make the connection between law firm internet marketing as it relates to “getting found” by potential clients, most still fail to make the connection between the internet and their growing their professional networks.

To each of the top activities identified in the BTI survey on distinguish yourself from other firms in landing new clients I have added specific online marketing activities that can support these activities:

Peer referrals and in-person scheduled meetings:

-peer reviews on LinkedIn, Martindale, Avvo, and the like.
-expanding your base of peer referral sources by developing new relationships on Twitter, LinkedIn, and Facebook
-maintaining a blog and entering into guest blogging relationships and “blogerviewing” (interviewed on a blog)

The great thing about building relationships online is that it is very efficient and inexpensive. This is not to say that offline relationship building isn’t important. One of the most important parts of leveraging online relationships is taking the conversation offline.

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