The Madness of Marketing for Consultant Lawyers

As we try to keep going in the midst of a third lockdown, one burning question has arise among candidates. And that is, ‘How do I reach out to potential clients and develop my consultancy practice?’

Away from the more traditional approaches of face-to-face meetings, client lunches and sleek offices, Lawyers of today need to be innovative and creative when formulating their client approach, all while staying safe. So, to try and address some of the most common questions and concerns, here is what I have picked up from my time at Interlink.

I Don’t Know Where to Begin

This is probably the most common concern but don’t worry as your new firm and colleagues are there to help. Connect with the other Partners on LinkedIn and look at their posts and connections. Tap into their expertise and ask questions about how they go about winning clients, and don’t be afraid to use similar business strategies.

Remember that organisation is key. If you start off by preparing a business plan and mapping the market, you’ll be surprised what you actually know. Don't forget to continuously revise and update your plan often.

I Don’t Have a Lot of Connections on LinkedIn

LinkedIn is a great platform for connecting with people within your profession but you do need to put some time aside to get it right. Connect with a ‘note’ and introduce yourself and state why you want to connect (even if it’s just because you were at the same university, law school or firm or because you work in the same practice area). Sometimes it is not always feasible to add that note but the more connections you have, the more likely someone will accept your request and increase your reach to other potential clients. And as your feed fills up with their posts, give them a like!

LinkedIn is not Relevant to Me

This is a highly contested issue but don’t forget that companies make updates on LinkedIn too. Whether it is an announcement that a new CEO or Partner has joined, market updates within the scope of their client service or a webinar that may pertain to your practice area, if you follow the company pages, you will see these first-hand. If the content is relevant to you (or a colleague), it could be a way to introduce your expertise to them.

All I Get are Recruiters on LinkedIn

Okay, guilty, but we at Interlink don’t connect with someone without a particular opportunity (or opportunities) in mind. We base our approach on your profile, and while we do occasionally get it wrong, by connecting with us you see our ‘feed’ and what opportunities we have available – before even getting a direct message. Remember that once connected, it gives you the chance to see what our connections are doing and potentially make a new client.

Don’t forget to keep your LinkedIn profile up to date. It’s not just recruiters who are looking at your expertise – potential clients may be doing so, too.

An Extra Note on Recruiters

Different recruiters from the same company will have different opportunities so there is no harm in finding out who their client is, whether it would be of interest to you, and also adding them as a connection.

Don’t forget, if you are looking for a new job and toggle ‘open to work’ in your LinkedIn, your current employer and colleagues can’t see. It’s always confidential and we at Interlink strive to make it so as well.

But I Don’t Want to Give Up or Merge my Company 

This is more common than one might think. Some Consultant Lawyers do struggle with the idea of ‘giving up’ their hard-earned self-sufficiency: their own firm where they are the ultimate boss. However, this past year has proven to be a challenge even to the biggest firms in the world.

One of the best parts about the legal consultancy route is that you don’t have to worry about so many overheads. There is no need for your own office, your own insurance or spending time doing all that dreaded admin when you could be billing. And as for your existing clients, you can bring them across to your new firm and refer them to colleagues if you can’t cover what they need, allowing you to receive both referral fees and, in return, referrals themselves. 

How Would I Market My Consultancy?

The simplest way to start is to make calls. With most people working from home, they are much easier to reach and you will probably find that they are much more receptive to having a chat. You can also ask your existing clients if they can refer you to a client of theirs or a colleague or even a different department of their business.

It goes without saying that you should use the marketing provided by your new firm. You could also offer a free, quick 15-minute consultation either on the phone or using Zoom to any prospect.

I Don’t Feel Comfortable with Video Calls

You’re not the only one! However, it is our reality at the moment and you need to maximise using it. Create market-relevant updates where you can talk about a particular (for example) piece of legislation that is relevant to your sector and post it to your LinkedIn. You could set up an interactive webinar where people can join and ask questions. If you’d rather work as a team, then collaborate with your colleagues and do one together to share industry insights or set up a ‘virtual coffee’ morning with some of your clients.

What Should I Write About?

Focus on sharable content, whether on LinkedIn, blogs, firm websites or articles. There is no hard and fast rule on what the best topic is to write about but a good starting point is to keep an eye on relevant news articles and LinkedIn posts and writing up a commentary about it from a professional perspective. You can also do a write-up on your new firm and introduce yourself and your Partners to your connections.

A Final Point

Legal consultancy is a fast-growing option amongst Senior Associates and Partners across the UK. With our modern commercial landscape having changed so rapidly, firms have needed to adapt to a new way of working – and the consultancy route has been a great success! Who doesn’t want to take home up to 90% of their billings?

If becoming a Consultant Lawyer interests you, Interlink clients would be more than pleased to put you in touch with an existing Partner so that you may find out first-hand how it has changed this move lives for the better.