In law firms, becoming an expert in a specific area of law is essential for success. However, it is equally important to lay the foundation for marketing and business development so a lawyer’s career can thrive in the future.

...synergy between professional growth and marketing efforts will lay a solid foundation for a successful and fulfilling legal career.

While balancing skill development and marketing can be challenging for associates in law firms, below are some practical tips on how lawyers can advance their skills while also setting up opportunities for marketing and business development.

Write an Article

One effective way to enhance both professional development and marketing skills is by writing articles. When you delve into a topic you might not be familiar with, it requires you to conduct research in that particular area. Writing articles allows you to showcase your expertise to potential clients and colleagues.

Publishing these articles on relevant platforms, such as JD Supra, and legal publications can attract attention and establish you as a thought leader in your field.

It also provides a reason to reach out to clients, prospects and referral sources, adding another touch point to the relationship.

Attend Legal Conferences

Conferences offer an excellent opportunity to gain insights into different areas of law. Most bar associations host day-long or multiple-day conferences where the latest developments in a specific legal field are discussed. Attending such events exposes you to practitioners who could potentially become mentors, colleagues, or even referral sources.

Networking with other lawyers can lead to valuable business development opportunities, as lawyers often refer clients to one another.

Sit in on a Pitch

To gain valuable experience in business development, consider reaching out to partners to request to sit in on a pitch.

Whether it's a virtual Zoom call or an in-person meeting, observing how partners engage with potential clients can teach you about the value your firm brings to its clients and their business needs. It's also an excellent opportunity to learn how to close deals effectively.

Subscribe to Legal & Industry Publications

Staying informed is crucial for any lawyer's professional growth. Subscribing to and regularly reading prominent legal and industry publications helps you stay abreast of changes in your area of expertise.

To take it a step further, share the article you are reading to LinkedIn with a paragraph about why you think it is an interesting read or relevant to a specific industry. Also consider distributing relevant news items to your practice or industry group (via email or presentation during a meeting).

Present During Your Practice Group Meeting

Webinars offer a convenient way (no travel involved!) to learn and stay updated on various legal topics. Many organizations and legal platforms host webinars featuring industry experts discussing current legal issues and trends. Participating in webinars provides an opportunity to learn from experienced professionals and expand your knowledge base.

Additionally, some webinars may focus on marketing and business development strategies, offering valuable insights for those looking to improve their skills in this area.

Balancing professional development and marketing is essential for young associates looking to thrive in the legal industry. By following these tips and integrating them into their routines, lawyers can advance their skills while creating opportunities for marketing and business development. Ultimately, this synergy between professional growth and marketing efforts will lay a solid foundation for a successful and fulfilling legal career.

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Sheenika S. Gandhi is Chief Marketing Officer at Greenberg Glusker. Connect with Sheenika on LinkedIn.