Keith McMurdy was featured in the Leadership Close Up article "In Business Development – Who Knows What You Know – Is a Big Deal." While the full text can be found in the September 17, 2013 issue of Leadership Close Up, a synopsis is noted below.
This article discusses the importance of integrating social media into business development efforts.
McMurdy says that his Employee Benefits Legal Blog helps attract clients in two ways.
"First, existing clients that subscribe are reminded of topical issues that they might need to address," says McMurdy. "So the blog generates new business from existing sources. Second, the ease of 'blogging' puts your name and expertise on the Internet to potential clients who are searching for that particular expertise. For me, people searching for an understanding of some of the more esoteric areas of my practice can find this body of musings I have written which gives them some initial point of contact. They are not just calling 'a lawyer' but a lawyer they know at least has some understanding of that particular concern."
McMurdy stresses the importance of a headline when posting online.
"When I am writing my headline, I am thinking about how I can convey both the technical content, but also a bit of my personality to make me seem approachable. Lots of benefits attorneys write about tax notices, but not all of them try to be clever about it. So if someone does a search and sees a list of articles on the topic, the clever title might be the eye-catching component that gets mine read first."
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