In the legal profession, building and maintaining strong client relationships is tantamount. While law firms often handle general content distribution, it is equally important for individual lawyers to personally share content and webinar invites with their clients, prospects, media contacts and other key stakeholders. This personalized approach not only strengthens relationships but also enhances professional visibility. Here’s why personal sharing matters and how to effectively integrate it into your busy schedule.

Why Personal Content Sharing Matters

1. Builds Stronger Relationships: Personal sharing demonstrates a lawyer’s commitment to their clients and contacts. It shows that they are actively thinking about their clients’ needs and interests, which helps build trust and rapport.
2. Enhances Professional Visibility: When lawyers personally share content, they position themselves as thought leaders and trusted advisors. This can lead to increased visibility and recognition within their professional network and the broader industry.
3. Customizes Client Engagement: Personalizing the distribution of content allows lawyers to tailor their messages to specific clients’ interests and needs, making the content more relevant and valuable to the recipient.
4. Reinforces Firm’s Messaging: Personal sharing reinforces the firm’s messaging and ensures that important information reaches key contacts through multiple touchpoints, increasing the likelihood of engagement.

Scripts for Sharing Content

Script for Sharing Webinar Invites:

Subject: Join Me for an Insightful Webinar on [Topic]

Dear [Client/Prospect/Contact],

I hope this message finds you well. I wanted to personally invite you to an upcoming webinar that I believe will be highly beneficial for you. The webinar, titled “[Webinar Title],” will cover [brief description of the topic and its relevance].

Date: [Date]

Time: [Time]

Registration Link: [Link]

I think you’ll find the insights from this session particularly relevant to [specific interest or challenge the recipient faces]. It would be great to see you there!

Best regards,

[Your Name]

Script for Sharing Articles

Subject: Thought You’d Find This Interesting

Hi [Client/Prospect/Contact],

I recently came across an article on [Article Topic] that I think you would find insightful. It delves into [brief summary of the article’s content and relevance].

You can read it here: [Link]

Given your interest in [specific topic or industry], I thought this would be particularly useful for you. Looking forward to hearing your thoughts on it!

Best,

[Your Name]

Script for Sharing Case Studies or Success Stories

Subject: A Success Story That Might Interest You

Dear [Client/Prospect/Contact],

I wanted to share a recent case study from our firm that highlights our work in [specific area]. This particular case involved [brief description of the case and outcome], which I thought you might find relevant.

Here’s the link to the full case study: [Link]

I believe this illustrates how we can support your goals in [specific area of interest]. Let’s discuss how we can apply similar strategies to your situation.

Best regards,

[Your Name]

Personal Content Sharing on LinkedIn

Sharing content on LinkedIn is crucial for building your professional presence and expanding your influence. When you share valuable insights, articles, events and updates, it not only enhances your visibility but also positions you as a thought leader in your field. Here’s why it’s important:

• Increased Visibility: Every piece of content you share on LinkedIn has the potential to reach a broad audience. Your posts can appear in the feeds of your connections, their connections and beyond, significantly expanding your reach.
• Engagement with Your Network: Regularly sharing content keeps you active and engaged with your network. It helps you stay top-of-mind with your connections and demonstrates your ongoing involvement in your field.
• Building Credibility: Sharing relevant and insightful content showcases your expertise and keeps you informed about industry trends. This builds your credibility and trust with your connections.

Using LinkedIn Messenger for Personal Sharing

In addition to posting content publicly, using LinkedIn Messenger to share content with key contacts can be highly effective. Personalized messages can make a significant impact and strengthen your professional relationships. Here’s how to do it:

Tailored Outreach: Send personalized messages to your key contacts with relevant content. This can include articles, industry reports, or invitations to webinars and events. A personalized touch shows that you are thinking specifically about their interests and needs.

• Example Script: Hi [Name], I came across this article on [topic] and thought it would be particularly relevant to you given our recent discussion on [related topic]. I’d love to hear your thoughts on it! Best regards, [Your Name]

Follow-Up Messages: After sharing content, follow up with your contacts to discuss their thoughts and any potential next steps. This keeps the conversation going and helps strengthen your relationship.

• Example Follow-Up Script: Hi [Name], I wanted to follow up on the article I shared with you last week about [topic]. Did you find it useful? I’d be interested to hear your perspective and how it might apply to your current projects. Best regards, [Your Name]

Sharing Event Invites: Use LinkedIn Messenger to personally invite your key contacts to webinars, events and conferences. Highlight the relevance and value of the event to them specifically.

• Example Event Invite Script: Hi [Name], I wanted to extend an invite you to an upcoming webinar on [topic] that I think you would find beneficial. Here’s the registration link: [Link]. It would be great to see you there! Best regards, [Your Name]

By leveraging both public posts and personalized messages on LinkedIn, you can maximize your content’s impact, engage with your network and enhance your professional relationships.

Making Time for Personal Sharing of Content

It’s not easy to find the time to share content with others, but it’s worth it. Personal sharing of content and insights can significantly enhance your professional relationships and visibility. It demonstrates your commitment to your clients and network, positioning you as a thought leader in your field. Here are some tips on how to make time for content sharing and streamline the process to maximize its impact.

• Schedule Dedicated Time: Allocate specific times during your week for personal outreach. Even setting aside 15-30 minutes a few times a week can make a significant impact.
• Use Technology: Utilize tools like advocacy tools, email templates and CRM systems to streamline the process of personal sharing. These tools can help you manage your contacts and automate parts of the outreach process, making it more efficient.
• Prioritize High-Impact Contacts: Focus your efforts on clients and prospects who will benefit the most from your outreach. This targeted approach ensures that your time is spent effectively.
• Batch Tasks: Group similar tasks together to improve efficiency. For example, dedicate one session to drafting personalized emails for different clients and another to scheduling social media posts.
• Delegate When Possible: If you have support staff, delegate the initial setup of emails or the creation of content templates to them. This allows you to focus on personalizing and finalizing the outreach.

Making It Easy to Share Content With Your Clients

• Keep Templates Handy: Maintain a library of email templates and scripts for different types of content and outreach. This can save time and ensure consistency in your communication.
• Use a CRM System: A CRM system can help track interactions and remind you of follow-ups, ensuring that no opportunity slips through the cracks.
• Leverage Automation Tools: Use email automation tools to schedule and send emails at optimal times. This can help maintain regular communication without requiring constant manual effort.
• Integrate with Your Calendar: Sync your CRM or email marketing tools with your calendar to automate reminders for sending out invites or follow-ups.

5. Simplify Social Sharing: Use social media management tools to schedule posts and share content across multiple platforms with a single click.

By making personal sharing a priority and using these strategies to streamline the process, lawyers can enhance their professional relationships and visibility, ultimately contributing to their success and the success of their firm.