Eileen Donaghey

The sun is shining (in some parts of the world at least), out of offices are on and it can feel like everyone is simply unavailable. But the truth is, this is a prime opportunity to get ahead of the game and set yourself up for success in the autumn.

We’ve observed many solicitors view the summer months as a marketing wasteland. However, this couldn’t be further from the truth as this is the ideal time to prepare yourself and your firm for the autumn rush.

So, how can you make the most of this deceptively quiet period? Here are some ideas to keep your business development simmering nicely:

Update your website profile

Ideally you want to update your profile a couple of times a year especially by adding client testimonials or those elusive Chambers and Partners quotes. Nowadays, the first thing clients will do is google you even if you come recommended. It may be the case they are choosing between two different solicitors so ensure that your profile is updated with your relevant experience and makes you stand out from competitors. Make sure your bio is current, your contact information is correct and any recent accomplishments or accolades are highlighted. This is often the first impression potential clients will have of you, so it’s important to make sure it’s up to date and reflective of your expertise.

Check your LinkedIn profile

Whether you use it or not, did you know that normally a LinkedIn profile appears in the top searches usually under your web profile on google? If you set one up years ago and haven’t updated it or the profile doesn’t have a picture then you are actually doing a dis-service. As a minimum, we recommend adding a profile picture, adding an eye-catching banner image and getting your summary and current experience sections updated.

Client testimonials

When was the last time you have asked clients for feedback? Make a point of contacting satisfied clients for testimonials by asking them to complete it through whichever platform your firm prefers. For example, a Google review, LinkedIn or by simply putting it in an email. If your firm prefers all feedback to go through a particular platform, that doesn’t mean you can’t copy and paste it to add to your web profile and in your current experience section on LinkedIn. You could even take it a step further and create a LinkedIn post about the feedback you received. Positive reviews from real clients can help build trust with potential clients and showcase your expertise in action.

Plan your autumn offensive

Research and earmark key events and conferences for September and October. Getting ahead on your planning now means you won’t be scrambling when everyone else returns to the office and it means you can get any necessary budget signed off or set aside. It’s also useful to contact any associations you are part of to find out if they have any key dates planned for the autumn so you can add to your diary. Not only is this practical but it is an excuse for you to develop a relationship with key individuals within the association. The same goes for conference companies who are always looking for event speakers who will remember proactive approaches.

Craft your contact hit list

While attending industry events is helpful for new connections it is also important to continuously work on your network. Begin to compile a list of past clients you haven’t spoken with recently and current referrers. Then break this list down and decide how many people you can realistically meet per week based on your own workload for the next few months. Even if you don’t send them now, you can draft the emails that you plan to send so they are ready to go in September. We recommend splitting up the list so you have a manageable amount of people to contact each week with the goal of meeting up. Of course, not everyone will meet up and some may prefer to speak over the phone. Having this plan in place for when things get busy will make life a lot easier for you.

You also may want to use this time to consider ideal clients and start to do some research into how you could begin to develop a relationship with them in the autumn.

Business card

Order those new business cards. It never stops to amaze us the amount of people who turn up at networking events with no cards and no plan of how to follow up with new connections. We’ve said it before and we’ll say it again, if you don’t follow up then you may as well have stayed at home. It sounds simple but getting them ordered now is one thing off your list when things are busy. While you’re at it, why not order a case to keep them in. The cards will also be clean and fresh which helps you give the best first impression.

While it may seem like everyone is on holiday during the summer months, there is still plenty you can do to stay proactive and productive when it comes to marketing and business development. By taking the time to do some of the points mentioned above it can really help you hit the ground running come September. By using this time wisely, you’ll be miles ahead when everyone else is still shaking the sand out of their shoes come September.

• Eileen Donaghey is a marketing consultant at Donaghey & Chance.