I recall a time when associates were advised, “Focus on your work and honing your skills—don’t worry about attracting clients.” Later, those same associates, upon making partner, were expected to build a practice—often without the foundational groundwork to make it successful.
Today, things are different. While becoming a skilled attorney remains the top priority for associates, many firms now encourage young lawyers to start developing marketing and business strategies early in their careers.
This approach makes sense, but realistic expectations are essential. For instance, sixth-year associates in high-stakes areas like white-collar litigation may have limited opportunities to attract clients, whereas those in lower-risk practices, such as estate planning, might find quicker prospects.
Regardless of practice area, there are steps young lawyers can take to prepare for long-term marketing and business development success.
Key Business Development Foundations
Implementing these six activities can set the stage for stronger marketing strategies down the road:
1. Focus on Internal Marketing
Your most immediate business opportunities come from within your firm—specifically, the partners. Working on their client matters provides:
- Experience—Building expertise you can promote later.
- Exposure—Opportunities to develop client service skills and relationships.
Treat partners as clients by setting clear expectations, staying responsive, and following up once projects are complete. Additionally, increase visibility by contributing to newsletters, attending client events, or presenting insights at team meetings. Proactive participation can lead to better assignments and more opportunities for growth.
2. Build and Manage Relationships Like Assets
Effective networking requires organization. While it may seem easy to remember contacts now, you’ll likely lose track over time without a system.
- Maintain a record of undergrad and law school peers, former colleagues, clients, co-counsel, bar members, and other connections.
- Use tools like Excel, Outlook, or CRM databases to stay organized.
This is particularly important for those who dislike networking, as it preserves existing connections while minimizing the need for constant outreach.
3. Maintain an Experience Database
You won’t remember every case or deal you’ve worked on—so document them.
- Track metrics such as deal numbers, total dollar values, case types, and outcomes.
- Quantifiable data adds credibility when marketing yourself to prospective clients.
This record will also prove useful for certifications, credentialing, and showcasing expertise. Many associates pair this task with annual performance reviews for consistency.
4. Get Involved in Organizations
Active participation in external organizations helps you:
- Expand your network.
- Contribute to the community.
- Develop leadership skills and demonstrate reliability.
Options include alumni groups, bar associations, industry forums, civic groups, and professional networks.
The key is genuine commitment—attend meetings, join committees, and pursue leadership roles. Passion for the organization’s mission enhances your contributions and helps build authentic connections.
5. Demonstrate Thought Leadership
Position yourself as an expert by producing at least one “thought-leadership” piece each year, such as:
- Writing articles for blogs, newsletters, or industry websites.
- Delivering speeches or presentations at firm events or external seminars.
You don’t need to be the ultimate authority—just knowledgeable enough to educate your audience. Consider co-authoring with senior attorneys or industry experts to boost credibility.
6. Build Your Personal Brand
Develop a clear and consistent message about your practice.
- Tailor descriptions of your expertise for different audiences.
- Regularly update your firm bio and LinkedIn profile to reflect recent achievements and areas of focus.
Be intentional about how you present yourself, whether speaking to colleagues, potential clients, or peers outside the firm. Your personal brand evolves as you grow, so make sure it accurately represents your skills and experience.
Long-Term Strategies for Success
Marketing and business development efforts can feel slow to yield results, but early investments pay off. Like compound interest, starting now amplifies future returns.
While these steps may not immediately generate clients, they establish a solid foundation for sustained growth and marketing success.
