Branding is the Strategic Backbone of Law Firm Marketing

Law firms are increasingly gaining a deeper and more refined understanding that strong branded efforts can have on a firm’s bottom line. Branding uncovers that unique position and differentiation from other firms in the same space. Corporate America has been successfully utilizing branding forever. When the awareness of branding first began to get the attention of law firms, most were skeptical – it was something new and quite different. Many doubted it was more than just smoke and mirrors. These days, law firms and other professional service providers are gaining client share by developing strong brands and then consistently using their unique messaging throughout their websites, blogs, client pitches, content marketing, events and advertising. This article on JD Supra provides a detailed look at how to use branding as your firm’s strategic asset in developing marketing and business development plans that yield results.

https://www.jdsupra.com/legalnews/branding-is-the-strategic-backbone-of-84058/

 

The Crown Jewel of Content Marketing: Storytelling

The legal profession has come a long way, baby. Social media marketing has taken a firm hold in the legal profession. At this point only the laggards remain uninvolved in any social media. And to think the ABA Technology Committee published this quote back in 2016, “Taking control of your online presence is a necessity, and there are few better ways to do so than social media. Used carefully, social media can give your firm a voice, amplify your professional reputation, and help drive new business.

Content marketing is king but the crown jewel of content marketing is allowing your knowledge to shine through storytelling. I mean who doesn’t want to hear a great story? By combining fresh content in your area of expertise or brand with stories about your industry, clients, organizations and experiences, attorneys can provide interesting and compelling reading to clearly and meaningfully demonstrate their knowledge and brand distinction.

Take the boutique law firm of Tredway Lumsdaine & Doyle (TLD Law). They qualified this year to become a member of the National Association of Minority and Women Owned Law Firms (NAMWOLF). Less than 2% of all law firms qualify. The firm recognizes the enormous opportunity it possesses to let its branded culture of diversity and inclusion shine. To TLD, it is more than just having diverse bodies in the firm, it’s also the ability to incorporate a variety of opinions, ideas and concepts when solving challenging legal issues that make this claim come alive. Fortune 500 companies seek out NAMWOLF members to help fulfil their need and/or requirement to hire minority and diverse attorneys. Storytelling, as a part of a well-defined content marketing strategy, can increase the ability for TLD Law to earn more client and potential client engagement.

The firm has embraced storytelling and branded messaging as part of its content marketing to consistently expand its presence in the marketplace with clients and potential clients.

What area(s) do you wish to promote and be known for? Once an attorney or law firm fleshes this out, it’s only a matter of time using consistent storytelling and content marketing to increase your practice’s footprint and business development success.

 

 

Is Lawyer’s Trusted Advisor Status in Jeopardy?

The Problem

According to James Bliwas, Senior Marketing and Communications Strategist, “This news ought to be deeply disturbing to managing partners and lawyers regardless of the size of their firm: Attorneys are losing their once-reverent position as businesses most-trusted advisor.” Continue reading Is Lawyer’s Trusted Advisor Status in Jeopardy?

Five Tried-and-True Tips to Make Your Twitter Profile More Engaging

These well thought out and simple tips for incorporating Twitter into your social media and content marketing are worth reading about. It’s not as hard as you think. These tips are focused on the Real Estate Industry but easily apply to any profession.

Full article here

Many Attorneys Still Resist But…Blogging May be the Motherload Enhancing Relationships

It accelerates relationships and reputations.

There are many facets involved in creating complete client satisfaction and loyalty. Clients obviously need to be informed as to the status of their matters. Communication is key. However, these days keeping clients informed of industry trends, new regulations or laws, relevant cases, and newsworthy articles can take client communication to a new and higher level.

Read Complete Article Here

Recap from the 2017 Legal Marketing Association Conference

From Mad Men to Math Men – Why the Rise of Digital Makes Data the New Imperative     Read recap

Artificial Intelligence: Changing the Practice and Marketing of Legal Services
Read recap

The Rapidly Changing Legal Buying Cycle: What Law Firms and Vendors Need to do to Respond Read recap…

Merry Neitlich Inducted into the Hall of Fame at 2017 Legal Marketing Association International Conference Read recap

From Potential to Client: The Process of Enhancing Relationships

 

Recently, I attended a presentation about the Follow-Up Factor given by Steve Smith, of Growth Source Coaching. Steve talked about the importance of following up with potential clients. According to Steve, only 12% of professionals continue to follow-up after the first time. I found that number to be shockingly low. Continue reading From Potential to Client: The Process of Enhancing Relationships

Building Business Development Opportunities into Your Website

As far as lawyers and business development goes, we can look at the traditional bell curve and know that less than 5% of attorneys in a given firm are responsible for bringing in almost all of a firm’s new matters. Continue reading Building Business Development Opportunities into Your Website