Why Your Next Referral Partner Is Online, Not At An Event

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How Did You Build Businesses Through Digital Networking Over The Years?

I started in marketing at a young age, and by 2001, I was running my marketing company remotely. This experience taught me that I didn't have to be physically present to manage business operations successfully. Around 2006, I focused on digital marketing for attorneys, building most of my businesses through digital means. I've met many connections, like yourself, through platforms like LinkedIn, which highlights the power of digital networking.

What Is Your Approach To Modern Digital Networking And Marketing?

Digital networking requires both volume and depth. You must connect with many people, but also be intentional about developing real relationships with those who resonate with you. Some people are very purposeful but lack the volume, while others focus on volume without cultivating meaningful connections. It's essential to find a balance between reaching out widely and deepening relationships where there's a mutual fit.

How Should One Approach Volume In Digital Networking?

Volume should be applied across different platforms, as each has a unique audience. For instance, Facebook is great for older demographics, while Instagram and TikTok appeal to younger audiences. You can have different subsets of relationships on each platform, communicating in the specific digital language of each. It's vital to be present in multiple spaces to maximize your reach and engagement.

What Should Lawyers Do If They Feel They Don't Have Time For Digital Marketing?

Lawyers should prioritize the platforms where their clients are most active. If you're a consumer-facing attorney, focus on the platform that suits your audience best, like Facebook for elder law or TikTok for younger clients. It's about meeting clients where they are, even if it means stepping out of your comfort zone and adapting to platforms you might not naturally gravitate towards.

How can lawyers make the most of multiple social media platforms?

Lawyers can streamline their efforts by using tools like Metricool or Sprout Social to distribute content across various platforms with minimal effort. By creating content targeted to your audience and leveraging AI to adapt it for different channels, you can plant seeds in multiple networks. This approach allows you to discover audiences you didn't know you had, all with just a few extra clicks.

What Are The Benefits Of Podcasting For Lawyers?

Podcasting offers numerous advantages, including being an owned medium, providing a platform to speak directly to potential clients, and creating evergreen content. It allows lawyers to establish authority and build deeper connections through audio and video. Podcasts can be repurposed into other content types, maximizing the return on the time invested in creating them.

Why Is It Essential To Be On Multiple Content Platforms?

Relying on a single platform is risky; diversifying ensures you aren't vulnerable to changes in any one channel. For example, if a platform like TikTok faces issues, those who rely solely on it will struggle. Being active on multiple platforms allows you to reach different audiences and maintain a stable presence, regardless of changes in platform algorithms or policies.

How Does LinkedIn Contribute To Effective Digital Networking?

LinkedIn is particularly useful for professional networking because it facilitates connections through direct messaging (DMs). Engaging with people through DMs moves relationships from superficial to meaningful. It also signals to LinkedIn's algorithm to promote your content to those you engage with, enhancing visibility and fostering deeper connections.

How Does Podcasting Enhance The Connection With Potential Clients?

Podcasting allows potential clients to engage with your content when it's relevant to them, creating a deeper connection. When they finally reach out, they're more informed and likely to convert. This approach also reduces the burden on your sales or intake team, as clients are already educated and inclined to trust you based on the content they've consumed.

What is the key to being authentic in digital marketing?

Authenticity means being yourself, sharing stories, and engaging genuinely with your audience. It's about creating real connections and being transparent, which builds trust. This approach stands out, especially in a digital world where AI-generated content is becoming more prevalent. Authenticity will always resonate more deeply with people, fostering lasting relationships.