The Internet Marketing for Attorneys Mindset

Whether it's Internet marketing for attorneys or more traditional marketing for attorneys, there is a mindset that one needs to have.

First, one needs desire.  One needs to actively want to be a rainmaker.  I see many lawyers who are happy to bill their time, take work from other lawyers in the office, and go home.  Admittedly, there is a major aspect of client development that can and should come from developing relationships within one's firm and obtaining work from other rainmakers in the firm.  Another aspect of marketing for attorneys is to do "good work" and earn the confidence of one's clients.  But desiring to bring in clients and become the "billing attorney" or "responsible attorney" is a prerequisite for an attorney who is serious about external client development.

Second, an attorney must believe that he or she is capable of bringing new work into the firm.  Without such a belief, most internet marketing for lawyers will fizzle.  It takes a vision and confidence that one can attract new clients and new work, despite the current state of one's practice.  The great thing about new media and social media is that any lawyer can jump directly into the world of marketing.  New media marketing for attorneys - through such vehicles as LinkedIn, Twitter and Facebook - should allow any attorney to believe that he or she can network and bring in new clients.  No longer does one need to be a Harvard graduate or a member of the right fraternity or sorority in order to have marketing connections.  Social marketing is the great equalizer.

Third, one must have an "action orientation."  What matters is doing some form of attorney marketing or social media for attorneys consistently - preferably every day or every other day.  Taking action consistently over time brings momentum.  However, just taking action alone is not enough.  Attorneys in today's market must be committed to continuing legal education that is focused on internet marketing for lawyers.  Such education can take the form of reading blogs, listening to podcasts, participating in webcasts/teleseminars, participating in webinars, and taking continuing legal education courses.

Finally, a lawyer must be committed.  Social marketing for attorneys and other forms of marketing have their ups and downs.  There will be periods of great success and periods of what can seem to be failures.  More fundamentally, lawyers are busy, and it is easy to become so overwhelmed in one's legal practice as to put off and stop engaging in marketing and client development.  Indeed, why should a lawyer do marketing if she already has too much work on her plate?  During busy periods, however, internet marketing for attorneys should not be sacrificed.  The effects of attorney marketing are cumulative, and a lawyer must persist when the going gets rough, busy, or overwhelming.

I welcome your comments on the Internet marketing for attorneys mindset . . . .