Associate Marketing: Second Year Onward

This is the second of two posts on associate marketing early in their career.  As I mentioned last time.

In this post, I’ll speak to some of Fishman’s marketing ideas for years two through five and beyond. [Again, a caveat:  in many BigLaw firms not only are young lawyers not encouraged to learn about marketing; but discouraged from doing so, because it would interfere with meeting billable hour requirements.]  So, my posts are for the rest of you attorneys.  Many of the activities covered you should continue throughout your career.  They are not just year-specific.

Second Year

Continue working on becoming a “great lawyer” (never stop this);
Add names to your mailing lists and increase connections on LinkedIn and Facebook (classmates, new contacts, clients and bar association lawyers you meet);
Focus on LinkedIn professional groups in your practice area; and
Read bar and trade publications/blogs to increase technical skills.

Third Year

Increase activity in bar and trade associations that could be the source of new work;
Become more proactive within your network;
Master one or more “elevator speeches” for different audiences;
Find a marketing mentor within or outside the firm;
Attend training opportunities by firm’s marketing and business development staff; and
Consistently update your bio and LinkedIn profile.

Fourth/Fifth Year and Beyond

Be more active and seek leadership positions in bar, civic and trade organizations (where permissible);

Latch on early to a young rainmaker within the firm;
Learn more about the business and industry of clients you do work for;
Keep an up-to-date list of your cases/transactions;
Look to write and speak on topics relating to your growing expertise (and look for other opportunities to re-use an article as a speech, and vice a versa);
Build up your network with other professionals who can refer clients;
Reduce bar activities (as a marketing tool), if other lawyers are not a source of referrals;
Seek assistance regularly for the firm’s marketing professionals; and
Visit your client contacts often (off-the-clock).

“Remember that providing highest-quality technical skills and extremely responsive client service (emphasis mine) are essential elements of your firm’s marketing to its existing clients,” according to Fishman.  I couldn’t agree more, and with many other things he says in his book.  You should get a copy, if your marketing department hasn’t purchased copies it yet.