While once it was almost imperative that lawyers needed to meet in person with clients, that is not necessarily the case anymore. Many law firms have embraced newer platforms to keep in touch, including all forms of social media. That’s a good thing and will be used long after this pandemic is over.
During this unprecedented time, I have been asked by a number of clients if they should alter their marketing plans. My answer is “Yes, but don’t stop marketing.” Further, attorneys — like many other businesses — while still doing at least partial in-person interaction, should consider increasing certain aspects of contact with customers.
When I started writing this article, it was to be about the usefulness of apps for attorneys and law offices. Since then, the world has dramatically changed, and most lawyers have realized that it is now a high priority to find ways to work with clients virtually.
Billionaire investor Warren Buffett has said the main quality he looks for when considering an investment in a company is “an enduring competitive advantage.” There are a lot of elements that make up a competitive advantage. Very simply put, it’s your point of differentiation between your firm and your competitors.
In a very crowded field for attorneys, you need to get your story out. Differentiate yourself from all the rest and choose the best media for advertising the new firm. The marketing world has changed, and smart attorneys will take advantage of all the new platforms to deliver your message.
It used to be pretty easy: Get that big ad in the print Yellow Pages, next to dozens of competing law firms, and you’re done. But how do you market your firm in the digital age?
Wouldn’t it be great if your law firm brand became synonymous with your practice areas? Let’s assume you already have what you consider a strong brand. We talked to several lawyers who possess strong brands and other experts who agree that even if you have a strong brand, it still must evolve.
Law firms or attorneys looking to market their firm or become known as go-to lawyers in a particular practice area have a new and growing way to get their message out: podcasts.
Some experts believe the first advertising goes back some 70,000 years ago. There we find the earliest indications of human existence. Many of the etchings on caves could be construed as advertising messages. But law firm advertising still can be considered in its infancy.