The year 2020 has been full of ups and downs. Businesses have been “swimming in a sea of law” as they navigate increased regulation, varying international legal regimes, assorted lawsuits and the impact of stiffer legal penalties for infractions. As a result, senior executives have increasingly recognized that legal capabilities are crucial for ongoing corporate success, and they understand the importance of working with legal counsel.

While the legal industry had begun to face the need for change before the current economic downturn, the crisis is accelerating trends that will alter the structure and operations of law firms going forward.

 

 

 

 

 

 

There is a Japanese saying that goes, “When you’re dying of thirst, it is too late to think about digging a well.”

As we brace for the last quarter of the year, we’ll look at law firm management strategies and techniques you can incorporate into your 2021 marketing plan as we look to snatch back our business dreams from the hands of a devastating pandemic.

According to Sally Schmidt, President of Schmidt Marketing, Inc., which offers marketing services to law firms,  law marketing strategies are always a good idea, but especially now when the world is upside down.

1. Have a listening Ear – In the months since the pandemic hit, law firms have been pumping out alerts and scheduling webinars at warp speed. These are fine ways to bring information to clients, of course. But what is really welcomed by clients is empathy — listening to them, not just one-way communication. So, get back to the basics, like calling clients just to hear how things are going. Set up a roundtable of like people (by industry or job title) so they can share their experiences, frustrations or protocols. And implement a client feedback initiative, to learn what clients are thinking and how the firm can best respond. Educating clients is great; listening to them is even better.

 

2. Track Client Data is vital – Pay attention to what is happening to clients, their industries and their competitors. Information technology tools available for lawyer marketing today are amazing and can alert you to things that you or your clients should know. Don’t confuse this effort with the opportunistic business development approach of, “I see you have been served in … and I’ll like to handle the case.” Rather, use the information to be helpful and caring, such as, “I see your main competitor is involved in a non-compete case with one of its salespeople. I just wanted to be sure you have everyone locked into their agreements.”

 

3. Show Presence Everywhere – Visibility is very important in law firm marketing. Generally, people need to hear from you or see you every three months in order for you to be top of mind. In these extraordinary times, staying visible is much harder; you won’t run into people in restaurants and building lobbies or have a chance to catch up at conferences and meetings. LinkedIn is an excellent way to stay front and center. Post articles you’ve written or write something just for LinkedIn. Share or like relevant articles prepared by other people. Connect to people with personal messages. People are very active on LinkedIn these days and it will benefit you to be active, too.

 

4. Demonstrate credibility & authority – A great law firm’s marketing strategy should involve both passive and active marketing activities. A good example of passive marketing is your website copy that helps build credibility and authority around your firm. Such credibility includes Awards you’ve received, testimonials from your clients, Case studies to demonstrate expertise, seminars and conferences attended etc.

 

5. Go beyond the norm – People learn faster with pictures or as they say, “a picture is worth a thousand words.” Go into video marketing. Statistics show that you’re 53 times more likely to feature on the first page of Google if you include video, according to an infographic from Filmora.

The journey to achieving this may not be smooth but it is definitely worth the test.

 

ACKNOWLEDGEMENTS

https://smallbusiness.chron.com/strategic-management-needed-61313.html

https://www.gisma.com/blog/what-is-the-importance-of-strategic-business-management