Experienced rainmakers at insurance defense law firms are finding that the old ways of attracting clients—word of mouth, conferences, in-person speaking engagements—are less available due to the pandemic.
Digital marketing is the answer to the question: “How to Get on an Insurance Panel in 2021.” Here are five basic steps to help you focus your business development efforts.
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#1. Lead Generation for Business Development
Compiling a list of 10-20 specific carriers and self-insured entities that you want to target in 2021 will help to focus your business development efforts. Also be sure to brush up your marketing materials. An attractive firm resume in electronic format can be emailed to a prospect to introduce your firm or practice group.
#2. Marketing Communications for Client Retention
Current clients represent 100% of your revenue base, so don't overlook the need to stay top-of-mind with clients and stand apart from competitors. A monthly e-newsletter serves as the foundation for a powerful client communications campaign.
#3. Website Marketing
Your law firm website serves as a foundation for all your business development efforts, whether in the form of digital marketing or in-person networking. Post a new item to your website at least once a month, and once a week is even better! Make sure your attorney bio pages are up-to-date.
#4. LinkedIn Social Media Marketing
LinkedIn represents a golden opportunity for law firms and individual attorneys to promote their practice in a proactive yet professional manner. It’s also free and easy to use.
#5. Continuing Education Webinars
Offering a continuing education (CE) seminar for licensed claims adjusters remains an ideal way to retain current clients and attract new prospects. The opportunity for person-to-person interaction (even digitally) in this educational, non-sales format facilitates longer term relationships.
Overall, we recommend an “ABC” approach to panel counsel business development … “Always be Communicating!”