Be Where Your Clients Are. Less Time. More Impact.
A few weeks ago, I talked about niching - about truly understanding who your ideal client is. So I’m going to assume that you’re already there. You’ve defined your niche. You know exactly who you want to work with.
But here's where I see many brilliant lawyers getting stuck: even after identifying their niche, they try to do it all. They attend every legal conference. They post on LinkedIn religiously. They’re podcasting, publishing, pitching for rankings, writing for legal directories, networking at every possible client event - just ticking every box. Exhausted yet?
This pressure to be everywhere is not only overwhelming - it’s ineffective.
Let’s pause.
You Don’t Need to Do It All.
You need to be where your clients are.
That’s the distinction.
Too many lawyers conflate visibility with effectiveness. They assume that more activity equals more opportunity. But the key is targeted visibility. Once you know who your clients are, the next question must be: Where do they hang out? What are they reading? Who do they listen to?
Let me give you some examples:
If your ideal clients are general counsel in a specific industry, and you already have access to that circle, why waste time broadcasting on LinkedIn to everyone else? Instead, go deeper. Create tailored events or thought leadership specifically for them. Meet them where they are. You’re not building a new audience - you already have one. Serve it.
If your business relies on referrals from other law firms, then your focus should be on staying top of mind for those lawyers. That might mean attending key legal conferences where referrers gather, or even just nurturing those relationships one-on-one. If someone is looking for an arbitration lawyer in Paris, and that’s your niche, you want your name to be the first that comes up. So show up where those conversations are happening.
If your client base is built through cross-selling within your own firm, your strategy is simpler still: make sure your colleagues understand what you do and how you can help their clients. A well-crafted internal PowerPoint and a few strategic conversations across offices can go further than 50 LinkedIn posts ever will.
It’s Not About Being Seen Everywhere.
It’s about being seen in the right places.
Just yesterday, a client asked me whether it was important to be listed in legal directories like Lexology or Chambers. And my answer was: It depends.
If you’re relying on lawyer-to-lawyer referrals, those ratings probably do matter - because other lawyers notice them. But if your clients are businesses with whom you already have direct relationships, they’re probably not even looking. I know I wasn’t, back when I was a client.
So, don’t be seduced by shiny distractions. Don’t waste your energy trying to be everywhere at once.
Instead, ask yourself:
Where are my ideal clients actually spending their time?
What do they read?
Which conferences do they attend?
Who influences them?
And how can I show up there, with value?
When you know where your clients are and you meet them there with intention and generosity, marketing stops feeling like a grind. It becomes aligned, strategic - and so much easier.
Before I go, I’ve got something to help you take the next step: I’ve created a step-by-step guide to becoming a partner. If you're interested, you can grab your copy here: https://www.ceciliapoullain.com/free-guide
I’ll also link my previous LinkedIn Live on niching, so you can connect the dots between identifying your ideal client and showing up exactly where they are.
Have a wonderful week—and remember: you don’t need to do it all. Just do what matters.
Warmly,
Cecilia
Source: LinkedIn Live: https://www.linkedin.com/events/bewhereyourclientsare-lesstime-7333787771305701376/theater/
LinkedIn Live on Niching: https://www.linkedin.com/events/morefocus-morefreedom-morefees7313470015221997568/theater/