Competition is fierce in the legal profession, with work being
outsourced to India and legal form companies advertising on TV.
As a result lawyers are increasing their investment in
marketing and business development — so you can expect to hear
from your favorite law firm soon.
We are talking about sophisticated marketing, like
using social media, competitive intelligence and content
marketing (not the barking TV commercials, billboards
and and radio spots).
Law is a major industry. In the profession there are 1.22
million lawyers who generate $256 billion in annual revenue,
according to Statistica. But in the new normal, firms are
feeling rate pressure, demands for alternative fees, and RFPs
for legal work run by corporate procurement.
Today’s clients want responsive law firm websites that can be
viewed on a cell phone, practical updates about legal issues
affecting them, and hot information about legal developments.
Only the alpha marketers will survive. 20th Century tactics
like search engine optimization (SEO) and pay-per-click
advertising (PPC) are being relegated to the dustbin.
21st Century law firms — small and large — are doing
significantly more in content marketing, according to a new
Bloomberg Law/Legal Marketing Association research.
Lawyers know that clients go online to find lawyers, rather
than using word-of-mouth or yellow pages. “The myth persists
that in order to rank well in search results, attorneys must be
focused on SEO and things like keywords,” writes
tech blogger Victoria Blute. “Google is in the business of
giving search engine users the best results for their queries.
It eventually developed algorithms to handle this problem.”
“Search engines are always looking for new content. Content
marketing makes that happen. By writing new content
for your law firm’s website or blog on a regular basis, you
give Google something new to index,” Blute says.
generation is also the biggest area in which law firms have
recently added resources, with 19% of law firms making this
investment within the past two years. To push out the marketing
- 45% of law firms have hired a chief marketing officer.
- More than half of all law firms employ outside consultants
- 60% of law firms have hired a content generation or
The law needs better tech
“For attorneys, prospecting/lead generation tools top the list
of technology that is not meeting their needs. This should not
be surprising given that nearly 50% of attorneys cited
difficulty finding leads for new work or new clients as
one of their greatest business development challenges,” the
Bloomberg study says.
This, of course, is where smart digital marketing comes in.
Social media activity is a top new emphasis for law firms. Up
to now, most law firm social media accounts were dormant
afterthoughts. Today, smart lawyers are active in digital
For example, attorney Duncan Garnett in Newport News, VA, posts
on Twitter to 3,000 followers throughout the day on @HDuncanGarnett. He
also posts legal news regularly on Facebook,
where the average user spends an average of 50 minutes per day.
And Mr. Duncan is not a kid — he is a serious trial
lawyer with 30 years of experience.
The legal profession is embracing all kinds of new
technology. For instance:
- The National Trial Lawyers broadcast its annual Summit in
Miami live on Periscope.
- Orange County, CA, trial lawyer Mitch Jackson regularly
livestreams programs on StreamingLawyer.com.
- Attorneys are turning to platforms like LawLytics
that have recommendation engines built in.
No longer does law take place in dusty libraries. Instead,
modern lawyers are sending videos in emails, checking the
analytics on their blogs and creating infographics to
distribute on Instagram.
If you’re online, you’ll be sure to hear from our lawyers.