Seasoned professionals know their industry. They may even qualify as experts in their field. Then again, so can their competition. If you're a seasoned pro, how do you set yourself apart? Making the leap from industry expert to influencer can make the difference between attorney and rainmaker.

How can you make that leap?

A well-crafted marketing plan that deploys critical media disciplines—media relations, social media, public speaking, networking, even article or book authoring—can help transform experts into influencers considered the “go-to” professionals in their practice areas.

What should your marketing plan include? Consider these elements …

Take inventory of what you can offer. From real estate to mergers and acquisitions to products liability or personal injury, you know your practice area. With that in mind, become a news hound who scans the local and national media for related news items. Did a law recently pass that will impact your target audience? How will a high-profile trial affect your industry or sector? You are the expert. Be prepared to own the role.

Talk that talk. A powerful way to reveal your expertise is by providing thoughtful commentary in a public forum. Whether TV news segments, legal conferences, or local panel events, your voice can set you apart. Become comfortable with public speaking. The platform literally becomes yours—or yours to share—and you'll be exposed to prospects and referral sources.

Write that talk. Your “voice” needn't only be spoken. Getting articles published in daily newspapers, industry blogs and trade publications helps establish your expertise and project your knowledge. From a 150-word letter to the editor to an insightful 700-word opinion piece on a unique angle to a breaking legal story or growing trend, showcase your insights. Read these media, get to know the beat reporters or editors who cover your practice area, and email them to establish a relationship or offer articles.

Make social media your power tool. Have you updated your LinkedIn profile or firm's Facebook lately? Idle sites or stale content are lost opportunities for self-promotion. Remember that article we just discussed publishing? Feed the link, as well as news about your successes or your firm, across your social media channels. Join and freely comment on other posts in industry-focused groups to become part of the “community.” In this way, you'll not only share your insights or stories, you can use these platforms to glean insights from your peers (who probably are tapping some of these same tips to boost their social media presence).

Social media: the new “golden Rolodex.” Power up that social media presence with a social media marketing campaign targeting your specific audiences. What's more, using social media as your online address book, when you meet someone new at a networking event, add them to your LinkedIn, Facebook and even Twitter. Then, follow up with them by sending them articles relevant to a conversation you had at that networking event.

Create—and work—the crowd. Speaking of networking events, any rainmaker knows networking is a vital part of any business development plan. As author Keith Ferrazzi wrote, “Never eat alone.” Make a habit of attending each month several networking programs, professional and industry events, happy hours, business awards or luncheons. Schedule lunches with prospective clients and referral sources. At a loss to find events to attend? LinkedIn and Facebook often will suggest local event details, along with a guest list of who is coming and is interested.

Get involved. Volunteer or participate in targeted business groups. Serving on a committee or an executive board both enhances your influence and broadens your network. People will associate your name with your expertise, which can create a more robust referral pool. Besides, giving back is not only good for business. It's good for the soul.

Craft and execute on your media plan to become an industry influencer. Then work that plan to stay there.

Julie Talenfeld is the president of BoardroomPR, an integrated marketing and PR firm based in South Florida. She can be reached at [email protected]