I recently had the opportunity to participate in a podcast with Deirdre Breakenridge for her Women Worldwide series, discussing how to build unbreakable bonds. One of the questions she asked me to think about in advance of the session was “What is relationship marketing, and where do you start when you want to build your business?”

Since we’re in a relationship business, I’d hope that most lawyers reading this would be comfortable with the idea of engaging in relationship marketing, and how to translate that into business for your practice. But in case you’re not (or in case you want to put a more formal name to something you’re already doing in your practice), let’s talk about what it is, and how to use it. 

Relationship marketing is using the tools at your disposal to build community, develop business, and engage in relationships that will ultimately strengthen your knowledge and practice. It’s essentially a more formal way of engaging in “word-of-mouth” reputation building that you’re familiar with. But when we say “word-of-mouth,” we generally mean that you’re doing good work, and hoping that that’s sufficient enough that your clients will be happy with your work, and will then share that happiness with their other hiring colleagues and friends. That absolutely works, but why not help it along a bit more strategically?

In other words, why does relationship marketing matter?

Two key reasons – first, engaging strategically in relationship marketing helps you to identify trends and patterns with existing clients that will help you to serve them better and to keep them as clients, and second, it’s how you become more effective at developing business with potential clients.

To get started, listening is key, and there are many social (and other) tools to use to do this. Presuming that you’ve already identified who your target audience is, find out where they are and start listening. Some suggestions (not an exhaustive list):

  • Trade publications
  • Business journals
  • LinkedIn
  • Twitter
  • Facebook
  • Podcasts
  • Conferences

You don’t have to use all of these tools to be effective – the key to strategic relationship marketing is first having an understanding of who your key audience or audiences are, and then where they hang out. Those are the places that you want to be, both to ultimately engage with them, but also to listen so that you can identify the things that they care about, are worried about, trends, the influencers, etc.

Then, you can begin to engage. I like to use content marketing and curation to do this, but you can adapt it in other ways. So, for example, you might work to build community by authoring a blog and sharing your posts online, by pulling a question out to share and engage with your audiences. You might want to meet certain people in your industry, so you’d use your podcast to invite them on as a guest, and potentially take that relationship offline. Share other content that you find valuable as well – not just your own – and make sure to engage with those that respond, as well as others in the industry.

Later this week, we’re going to dive into the latest Greentarget 2019 State of Digital & Content Marketing Survey results, and look more in-depth at some interesting findings, where you may want to be focusing (or refocusing) your efforts, and other highlights based on my recent conversation with Greentarget’s John Corey, which will help to supercharge the content marketing efforts you may be engaged in as part of relationship marketing. Stay tuned!

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.