How can you cultivate and maintain business development success during Coronavirus? I’ve heard from many lawyers lamenting that Coronavirus has brought their business development efforts to a screeching halt. After all, networking and staying top of mind with your clients, prospects and referral sources is absolutely critical to cultivating new business. The nature of business will forever be changed by this pandemic and so too our pursuit of business development. In these challenging times, there are plenty of ways to stay connected with your network.
The business environment has shifted dramatically with a largely remote work force. If you’re feeling isolated because of social distancing, I can assure you that you’re not alone! We are all experiencing the great unknown together. There’s virtually no industry or business untouched by COVID-19. Now is the time to check in with your key clients, targets, referrals and colleagues. It’s also a great excuse to reconnect with someone you haven’t spoken with in a while. There are many great tools to help us stay connected today. Consider a simple phone call, virtual coffee, or a virtual happy hour to bring people together to simply say hi, celebrate a success, or discuss a pressing deal.
Up your Social Media Game
Social media platforms reward engagement. The more you share, the greater visibility you’ll receive. LinkedIn is an excellent platform to broadcast your message, position yourself as a thought leader, and highlight your expertise. If you’ve seen a particularly poignant article, share it. If your company is doing something innovative to address the pandemic, re-share the press release. Be sure to include the importance or impact the article has on your industry, your clients, or your business. Now is a great time to get active on alumni, bar, industry or Inn of Court forums, as well. Much like a news article, make sure your subject line is on point and draws people into your topic.
The spring and fall are critical conference and seminar seasons. No doubt you’ve poured countless hours into preparing content, only to find out your big conference or workshop has been canceled. Now is a great time to turn to virtual options. Shift your presentation to a virtual platform like Webex. Lead a small roundtable discussion for clients in the same industry using Zoom or Microsoft Teams. Start a podcast to discuss how Coronavirus is impacting your clients’ business or industry and then broadcast it via LinkedIn. Blog on the latest industry trends and then send it to your firm’s electronic mailing list. There are remarkable free and low-cost tools at your fingertips that you can easily leverage so that you don’t miss out on an opportunity.
Reuse, Recycle, Repeat
Time is particularly precious as you work remotely, likely overseeing your teenager’s virtual classes, chasing after a toddler, or trying to quiet Rover’s bark. Now that you’ve invested your limited time into preparing a presentation or article, maximize your investment. Consider turning it into an advisory for your firm’s newsletter, offering it as a virtual in-house lunch and learn, pitching it to an industry publication, sharing it on LinkedIn, and linking it to your web bio. Give it as much mileage as possible!
And remember, now more than ever, business development is critical to the future success of your practice. We simply don’t know what the future will look like, so take steps today to fill the pipeline for tomorrow.