One of the best ways to reinforce your brand is through consistent education programs to your targeted referral sources and professional network. By consistently educating your professional network on relevant topics that solve their client’s most important problems, you are positioning yourself as a credible thought leader in your area of expertise.
Many law firms ask, what is the return on investment for educational seminars? Will the seminar result in new clients? Will the right professionals attend the seminar?
The answer to the “return on investment” question is based on the planning and preparation you do in advance of the seminar. What are your goals? What results will define success?
A prominent family law firm recently gave a high profile educational seminar to their local community on the topic of Domestic Violence in Upscale Communities. The seminar resulted in strengthening existing professional relationship and forming new relationships with community leaders. The key factors contributing to the successful outcome included:
- Passion: The lawyers and judges who were on the panel were passionate on the topic of combating Domestic Violence.
- Authenticity: The purpose of the seminar was to educate the community on an issue of high importance to the community.
- Expertise: The firm has a high level of expertise on the topic. A senior partner in the firm worked with the legal and legislative communities for the past 25 years to shape the Illinois Domestic Violence Act.
- Community Interest: Domestic violence in affluent families is a grave and epidemic issue and is one of the underlying factors for murder cases in the community.
- Follow up: The firm created an educational press release and included a YouTube video on segments of the seminar.
Most importantly, the quality presentation, relevant topic and reputation of the prestigious panel positioned the firm as a thought leader in Family Law.
What strategies have you found useful for reinforcing your brand and positioning your firm as a thought leader? Do you think face to face education programs are still a valuable marketing strategy for law firms?