Legal learning as a pathway to growth

Ambitious law firms understand the importance of marketing, especially online marketing, but a good CRM allows them to measure the ROI of campaigns and seamlessly manage the journey from prospect to client. Creating a strong personal brand is also important for lawyers who want to become known as experts and create a point-of-difference for the firm. Standing out in a crowded market can be a challenge, so we spoke to a digital marketing specialist, Dave Endsor – Head of Content at Tank, who has more than 11 years of experience in the industry. He’s supported legal clients in a number of areas including transport, contract, property, family and conveyancing, helping mid-sized law firms to grow their online presence and marketing. Here, he looks at how law firms can leverage multiple marketing channels to become trusted experts and win new business. Here are Dave’s seven top tips:

1. Answer common questions on your blog

Think of the questions that crop up time and time again from clients and use them as a basis for content. A series of blogs tackling common queries will help clients find you when they are asking those same questions on Google. This can help you to rank higher for your area of expertise. Be sure to use language that your clients use, cutting through legal jargon. This also starts to build trust with your prospective clients as you’re providing them useful information. Other useful pieces such as ‘Frequently Asked Questions’ and ‘Jargon Busters’ also work well.

2. Become the go-to expert

Journalists often call on legal professionals when they need expert comments for a story. Rather than hoping a reporter will get in touch out of the blue, be proactive in looking for opportunities – many put call-outs on Twitter using the hashtag #journorequest, which may lead to coverage in the regional or national press. It goes without saying that comments need to be fired out quickly but carefully to meet their deadline, so stay in touch with the journalist and become their first port-of-call for future contributions.

LinkedIn News is another good avenue for posting timely comments on relevant subjects and could be placed as an editor’s pick therefore will be placed under the news article and seen by many.

3. Build your personal brand on social media

Social media is a fast and effective way to build your online presence and engage with current and potential clients with Twitter and LinkedIn being the most used in the legal profession. Think beyond just posting. Seek out relevant journalists and follow clients and potential clients. Actively like and support those users with retweets or insightful comments in response to their own. Be careful not to offer legal advice on these channels but feel free to offer an opinion.

Take the time to share your own content, such as links to your blogs and links to news coverage. The more you demonstrate your knowledge, the more trusted you are to those following you. This could result in new business or journalists seeking you out for comment.

I advocate adding personality to your pages and posts – just keep it professional. See if you can distil your personality into a number of traits, for instance friendly, informative and considered to help you focus. Adding personality could also help your law firm’s online marketing stand out from the noise.

4. Shout about your success

Case studies – stories about a client’s journey with you through the legal process – are proof that you get results and can be done anonymously to protect client confidentiality. Recommendations and testimonials can help potential clients see that you have helped people with similar needs, which can make them more likely to contact your law firm when they’re ready to choose a firm for their legal requirements.

You may only have a handful of clients who are prepared to do a case study but it’s a good idea to ask any client you have a good relationship with to provide feedback on review sites such as Google and Trustpilot.

5. Start building links

Links back to your website included on other sites are vital for Google ranking. If you are fortunate to be able to provide a comment for a publication, don’t be afraid to ask them to add a link (they might not always do this - or may charge). Another option is to secure links on non-media sites, such as universities, listings or professional bodies relevant to your field. Many have opportunities for guest content contributors and high domain authority. Also, if available and comfortable in doing so, try to contribute to industry events. While this won’t always talk directly to potential clients, it will support your online presence and build your law firm’s profile.

6. Everybody’s talking about pop culture

It may sound trivial but being able to comment on legal programmes such as The Good Wife or Suits can be a fun way to get noticed. You can do this by looking at how law is represented in pop culture and relating everyday life to it. You could comment on news with a hypothetical view – how would you have tackled the Wikipedia scandal or share your thoughts on Kim Kardashian’s move into criminal law? Sharing your opinions via blogs, social media or comments in articles can make you seem relevant, interesting and will get you noticed.

7. Try different content types and formats

Blogs and articles are great and should definitely be used as they help you rank in search engines however people consume content differently. Some people like to read a blog whereas others could prefer a short video or podcast. Videos introducing your firm, its services and explaining some of the basics behind each service could provide a useful resource for your clients while also allowing some of your fee earners to be more visible to clients, providing a personal touch to your law firm’s marketing.

How can you make time for your law firm’s marketing?

Now you have some good ideas on how you can improve your law firm’s marketing, it’s about making time to action them. This is where legal case management systems come in. Automating the process of calendaring, task management, time tracking, billing, email linking to matters, document bundling and more, saves you time. Saving your fee earners even 10 minutes a day can allow them to focus more on client relationships or supporting your law firms digital marketing activities. Further to this, utilising a robust CRM system that improves the lead-to-client journey, provide insights and tracking and links to your case management system can engage new clients and make client intake more efficient.

View an interview from Anton Balkitis, a nationally recognised motor transport lawyer and partner at Rotheras, on how he has built a personal brand through marketing initiatives in our latest Legal Unlimited thought leadership paper – How can firms achieve commercial success in the post-pandemic world?

¹ https://www.lpmmag.co.uk/reports/lpm-frontiers-legal-it-landscapes-2021
² https://www.nivancontent.com/law-firm-marketing-statistics-2019/