5 Reasons Small Law Firms Should Invest in Their Marketing Strategy

Lawyers Focus on Practicing Law

“At small firms, the managing attorneys do not have the time to spend developing a marketing strategy. A lot of the day-to-day work is simply keeping your head above water. Investing in a marketing strategy allows for more growth in the business while not requiring the managing attorneys to come up with the strategy.” – Jennifer Giles, Partner, VanLanduyt Giles, LLC

Lawyers spend up to seven or eight years, combined, in undergrad and law school, followed by extensive testing to pass the bar exam to ensure maximum comprehension on various aspects of the law. Marketing strategy, in the hands of marketing professionals frees up the attorneys to focus their time on what they are trained to do: serve their clients, pursue prospects, recruit and manage legal talent.

What an experienced marketing professional can bring to the table:

  • Business acumen: while a lawyer has spent the majority of their education studying law, a marketing professional has studied business and has experience increasing a corporation’s visibility and business.
  • Project management skills: keep track of incoming proposals, events, press releases, content management, business development, and collateral design
  • Leadership and management skills: intercept daily marketing requests and delegate to fellow marketing specialists.
  • Analytical and strategic thinking: utilize various marketing tools to analyze SEO, and interpret the statistics to convert or increase traffic.
  • Networking contacts and opportunities: identify networking opportunities to attend, and create events for public relations, exposure, and networking.
  • Branding and creative thinking: unify messaging across print and digital, define image of firm, creative opportunities for public relations, and develop content messaging.

“Basically marketing is the lifeblood of a law firm. If you don’t have clients it doesn’t matter how amazing you are as an attorney, because you will go broke fast. Just running a firm is very expensive. You have tons of fees you can’t avoid. Malpractice, Continuing Legal Education, State Bar Fees, etc. it’s so easy to focus on the legal work on your plate and not plan ahead for the next few months when a case ends.” – Travis Tunnel, Associate, Anderson Dailey, LLP

By properly communicating their marketing and business development goals, managing attorneys can delegate the execution of the defined marketing strategy to ultimately achieve financial benefit. The key to achieving revenue gains is having the right marketing partners on your side, like Crisp Video Group. We are driven by a dedication to our clients’ success, and our desire to build quality long-lasting relationships with clients the only way we know how: By offering an unparalleled experience and consistently delivering a superior product that performs.

Analyzing the Analytics and Managing the Infrastructure

“Like many other attorneys, I only practice one specific area of law. I would need my potential clients to know my specific skill set and my technical expertise. While I can make time to talk to clients about their needs being a match to my technical skill set, I would have to count on someone else to manage the research, RFPs, and scheduling of appointments and other communication. ” – EJ Asbury III, LLC, Registered Patent Attorney

Allowing specialized professionals to excel in their specific fields of expertise is smart business in general. When an owner / partner becomes bogged down in the minutia of circadian routine dealings or micro manages their subordinates’ work instead of focusing on the big projects or cases, things get missed and mistakes get made.

Some of the day-to-day tasks that a marketing professional specializes in to ease a managing attorney’s business workload include:

  • Monitoring trends in the in the clients’ industries: research current and potential clients’ business practices, analyze trends in the market, predict shifts, and look for opportunities for revenue.
  • Keeping track of competitive activities: research firm’s competitors and clients’ competitors to observe business practices and trends.
  • Answering RFPs, pitches, and other proposals: handle the request for proposals in the early stages and vet serious clients, distribute all other requests for collateral on behalf of the firm.
  • Organizing and maintaining firm files and collateral: make sure frequently requested files are organized and accessible to all essential personnel in the firm. Keep the marketing and branding up to date.
  • Streamlining processes: insure that protocol and procedures are established for requests to keep duties and staff organized.
  • Maintaining the client database: utilize various CRM software to maintain, update, and communicate with current client base, and keep contacts organized.
  • Analyzing client referral or website traffic: utilize analytics tools to determine where digital traffic is originating from, and determining best practices to engage on that platform.
  • Keeping attorney biographies and web content up to date: maintain branding and messaging by keeping attorney profiles and firm content up to date on the firm’s website.
  • Identifying and coordinating networking events: search all opportunities to build relationships, and organize new opportunities to leverage public relations and new relationships.

By facilitating these essential departmental tasks, the attorney is better equipped to engage with current clients and prospects allowing them to concentrate on fostering a new source of business.

Networking Made Easier

“While most people think that a large part of marketing involves advertising, advertising is just a part of marketing strategy, and networking is just as important, if not more important in the legal field.” – Stephen Adams, Project Manager, Troutman Sanders, LLP

A law firm is a business, and as with any business it’s all about who you know. Networking is about who you know, who you will meet, and who they know. A seasoned marketing professional will be bringing in their own set of new contacts, but will also identify new networking opportunities and set up networking events for the firm. Networking itself is a strategy, and an attorney can be coached on who to meet and how to make quality connections.

  • Networking isn’t selling: networking is about spotting opportunities and cultivating relationships, not selling.
  • Networking builds relationships: good relationships improve perception and deliver results in building a future.
  • Networking is expected: talk to people to pick up information and while making contacts is necessary.
  • Networking is good for you: learn more about the industry, clients, potential clients, competitors, challenges, and solutions.
  • Networking is a virtuous circle: through talking to people, cultivating relationships, and collecting more information, comes the opportunity to add a new client and adding on their networks.

The business comes over time once the relationship has been established. The more contacts in your network, the higher the trust, the more trust in a relationship, the more likely a firm is to convert a contact into a client.

Crisp Video Group is a tremendous resource in making quality connections. From promoting clients, to connecting clients, Crisp also rewards its clients! Positive thinking is your route towards being your best. This means maintaining strong relationships with people around you, managing tasks that could become increasingly difficult, and producing work you can truly be proud of.

Defining Your Brand

“The market will define your brand. Without a marketing strategy, the market’s brand definition for your firm may not be the one you want.” – Karen Wilcox, Marketing Director, Taylor English Duma, LLP

Branding is vital to a firm’s image as it reinforces the firm’s value proposition. Branding is a collection if experiences and expectations a customer associates with a name / firm. A small firm must stand out amongst its competition, to do so, its fields of expertise or law practices must be made clear.

  • Objective of branding: to differentiate a firm’s practice, assist in promotion, increase prestige and status, maintain product quality, and increase brand loyalty.
  • Advertising a brand: involves paid sponsorship of service or firm to increase exposure of a brand.
  • Marketing a brand: the quantitative efforts of business activities that garner attention from targeted demographic
  • Identity of a brand: how the firm wants to be perceived by the public using elements comprised of logo, tagline, typeface, slogan, mission statement, and tone.
  • Product of a brand: the qualitative service or commodity provided by the firm.

With consistent messaging in the advertisements, web content, client correspondence, social media, blogs, and press releases effective branding definition and purpose can be achieved.

Crisp Video is a client-focused, results-oriented video production and video marketing company. Our mission is to use the power of video to help you tell your brand’s story in a meaningful way that generates results for your business.

Making Expertise and Reputation Searchable and Visible

“Lawyer marketing used to be about relationships. People got work because of their reputation. Now there is a need to demonstrate that you have particular expertise to handle particular kinds of matters. The internet makes it easier for legal consumers to make informed choices, as opposed to just asking someone if they know a good lawyer.” – Scott Wandstrat, Partner, Arnall Golden Gregory, LLP

Proper marketing on a law firm’s part makes it easier for the client to find the right attorney or firm for their needs. With large corporations, like Coca-Cola, now diversifying their outside counsel based on expertise, it is now possible for smaller firms to land those big accounts. In order for these small firms to be noticed, their expertise and reputation has to be credible, visible, and searchable.

Inbound marketing tools that integrate branding and generate visibility are:

  • Press releases: employ the corporate voice to inform the media of firm news, happenings, and events.
  • Staff member biographies: provide informative, consistent, professional profiles for the attorneys of the firm.
  • Website and marketing material design: maintain brand identity with clean, concise, and unified design throughout all firm collateral, proposals, and presentations.
  • Blogs: apply a more casual voice to inform the public, clients, and future clients of news, happenings, events, behind the scenes, and even inject humor to give the firm a more human, softer image.
  • Social media: apply a more informal voice to engage with the public, clients, and future clients.
  • Video content: create beautiful professional video content for website, blogs, and social media to tell the story of firm, its attorneys, success stories, client testimonials.

Content marketing is the creation of original content that is meant to be shared and distributed in a manner that promotes the law firm. In order for this strategy to be effective, the content must be relevant and valuable to the firm’s targeted audience. Having quality content increases the firm’s SEO, which means a higher ranking in search engine results. Higher visibility within search engine results is crucial as studies show that a person will rarely look past the first page Google. More content means more views to your site. Each view is a potential client.

Customers exposed to video and video marketing efforts are 437% more likely to engage with your brand! Professional quality videos can help your brand get in front of the people who are searching for your service online. Use video to enhance your marketing strategy and boost your search engine ranking! Attorneys who produce videos with Crisp Video see an average return on investment of 300% and a 2-10X increase in their average case values.

Crisp works closely with each client to ensure satisfaction with your project. We strive to be as proud of our product as you are of your business—ensuring high-quality work every time. We don’t rest until every decibel and pixel is perfectly in place.

We seek to create video that is not only entertaining, but also produces tangible results for your business. Compelling video content has an unparalleled conversion rate—helping you turn viewers into customers. The lean Crisp team consistently produces videos that go live on schedule, on budget, and on target.

True growth is pushing yourself past the heights of your past accomplishments and outdoing yourself. If you are complacent, you are not invigorated enough to do your best work.

To truly engage and invest in your work, you have to own it. Taking ownership enables you to stand behind the quality of your work and deliver an end-result that truly delivers. You cannot have pride in your work if you do not own it from beginning to end.

Crisp Video | Video Production & Marketing Services

Sources: American Bar, Find Laws Blog, Find Law PracticeCoaching For Lawyers, Case Peer, Marketing Lord, Small Business Chronicle, Girl’s Guide to Project Management, Crisp Video Group