Few legal firms believe in marketing and PR.This might cost them dearly in the long run for several reasons.
- The market has changed.
As long as there are people, there will be conflicts and lawyers will be able to make a living. However, clients are becoming more and more savvy – Internet and blogs make juridical information available to everyone.A lawyer has to realize that his/her potential clients will be critical and want to keep posted each step of the way. - Having a sterling reputation is not enough.
Many lawyers still think that clients will come to them.
Being well known and having a wonderful record of accomplishment will not have a pull effect.
Law firms must actively seek out and search for clients. Just waiting for the knock on the door will not do it. - Websites are a necessity.
Many law firms still have no website at all or minimal one that isn’t being updated.
They still assume that having a contact page will suffice. Law firms must invest in professional websites that reflect the capabilities and track record of the law firm. - Lawyers still think that they provide first and foremost professional services and ignore the client’s demand for full and upfront disclosure of pricing, procedures and risks.
- Law firms must realize that they are selling a product: namely themselves.
Lawyers must therefore market themselves to the public. - Competition.
Many well-established law firms ignore market research on competitors.
This might cost them dearly in the long run. - Branding.
Law firms are notorious for ignoring branding.
They are reputation-focused, building on publications and won cases.
All professionals are only as good at their last success and maintaining a flawless rack record in law is almost impossible due to the many outside factors that can influence a case or procedure.
Lawyers should therefore be brand-conscious and build and nurture their brand.
What are the lessons that lawyers can learn from marketing?
- Market research: identify potential clients, to keep abreast of changes in culture and trends that could influence legislation, to analyze the competition.
- SWOT analysis: identify strengths, weaknesses, opportunities and threats.
- Positioning: position the law firm in the market, communicating its expertise, track record and price structure.
- Branding: trade name, logo, website, corporate colors etc.
- Promotion: newsletters, updates, sponsoring, adopting a cause.
- Public relations: communicate with the public, with clients, with industry players.
- Media: trade magazines, local newspapers/radio/TV, national media and (depending on the expertise) international media.
