In Part One of this series, we explored the internal resources available to associates, from working with your marketing department to contributing to your firm’s blog. Now, we’ll take your marketing efforts beyond the office walls. For many associates, external marketing is the next step in building their reputation, expanding their professional network and creating opportunities for future business development. The key is to be strategic and consistent so you can see results without sacrificing your billable hours.

Here are some external resources and strategies to consider:

1. Join Professional, Civic and Industry Organizations
Whether it’s your local bar association, an industry trade group, civic organization or a young professionals network, joining an organization can help you meet potential referral sources and stay informed about developments in your practice area. Don’t stop at simply becoming a member—volunteer for committees, attend events and look for speaking opportunities that position you as an active and engaged professional.

2. Get Published in Legal and Industry Outlets
Thought leadership isn’t limited to internal firm publications. Submit byline articles, opinion pieces or case commentaries to reputable legal trade publications, bar journals or even industry-specific magazines. Publishing in these types of outlets can introduce your name and expertise to a much wider audience. When possible, coordinate with your firm’s marketing team to ensure articles are promoted through press releases, social media and your firm’s website. You can also borrow a tip from Part One and ask a senior partner to co-author the article.

3. Leverage LinkedIn Strategically
LinkedIn is one of the most powerful tools for building your professional brand. Keep your profile up-to-date, share relevant articles and comment thoughtfully on posts from industry leaders and peers. Original content—such as a brief analysis of a new court decision—can help showcase your expertise. Remember to engage consistently, not only when you’re looking for something in return.

4. Develop a Personal Business Development Plan
Even as an associate, it’s worth creating a roadmap for your business development goals. Identify your target audience, the types of clients you’d like to work with and the types of referral sources who could help you reach them. A good plan should also include measurable goals, such as attending a set number of networking events or publishing a certain number of articles per year. Review your plan periodically to track progress and adjust as needed.

While external marketing requires additional effort, commitment and consistency, it also offers opportunities to grow your reputation, credibility and business network. By combining the internal resources from Part One with these external strategies, you’ll be well on your way to building a personal brand that will support your career for years to come.

At BoardroomPR, our legal marketing team works with attorneys at all stages of their careers to create customized marketing and business development plans to stand out in competitive markets.

Jennifer Clarin

Vice President