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In this article, I’ll show you the most up-to-date corporate law firm marketing strategies, as well as case studies that you can use in your 2021 marketing strategy.
It contains lawyer data and a collection of law firm marketing strategies that you can use to quickly begin drawing a constant stream of clients to your practice.
Imagine being on the first page of Google for your keywords, obtaining high-quality, qualified traffic, expanding your customer base, and boosting your earnings. Everything is within grasp.
Is 2021 the year you take charge of your law firm’s marketing strategy?
Let’s get started if that’s the case.
Why Corporate Law Firm is a Unique Business
Consider the following reasons why corporate law is considered to be one of the most profitable job alternatives for aspiring attorneys:
The supply and demand
Projects the number of new businesses that enter the market each year, indicating the need for a competent corporate lawyer.
Any primary choice that a business must make necessitates the involvement of a lawyer throughout the process. As a result, there is a high level of trust, and companies are always on the lookout for a skilled lawyer to assist them. As a result, lawyers are both issue solvers and problem preventers.
Financial status
Corporate law is for you if you want to make a lot of money. Lawyers are compensated generously based on their experience and knowledge.
A corporate lawyer receives a commission based on the deals they work on in addition to the baseline compensation.
Broad career options
As a corporate lawyer with broad skill sets such as CA, FCA, or CS, you have the option of working for one business on their payroll or representing other organizations as a third-party consultant.
You can either start your legal practice and partner with other lawyers to represent various organizations, or you can join a legal firm and represent them directly, or you can now associate with an organization and describe them.
The more experience you obtain in this field, the greater your chances of choosing a career route.
By having the correct information, they can open doors to a variety of income streams.
Leadership and prestige
Law has always been regarded as an elite career, and you may make a reputation for yourself in this field by upholding law and order in your transactions. But, most importantly, there is a lot to learn as a business lawyer.
Not only that but representing a customer or organization enhances your personality and communication skills.
The entire process of becoming a great lawyer allows you to develop into the best version of yourself, to advance to higher leadership roles with broad abilities and a strategic vision.
Opportunities abound
As a business lawyer, there are constantly new things to learn.
You can work in any business vertical, including insurance, marketing, food, luxury, telecom, and even the government, and you will learn about all of these diverse markets and corporations. They also provide you with future entrepreneurial prospects.
Main Corporate Law Business Challenges
Clients are becoming more demanding when it comes to corporate laws. They are looking for affordable pricing, fixed prices, high-quality legal services, quick response time, communication transparency, etc.
Another issue that has been identified among corporate legal firms is that supply exceeds demand.
As a result, corporate lawyers will have to become more competitive to keep their jobs.
Reduced Prices
Unlike in the past, when studying business law was considered a privilege reserved for the wealthy, the situation has drastically changed in the modern era. The number of people studying business law firms has risen dramatically in recent years.
As a result, the number of corporate lawyers available to business houses has increased. Furthermore, the tendency of expanding corporate legal firms is stronger than ever.
The end conclusion is straightforward economics. The supply is more excellent, and consumers of the service can choose the person with the lowest price.
As a result, corporate legal firms are driven to offer services at a cheaper cost to withstand the fierce competition.
Fixed Cost
Today’s corporations expect fixed-price services regardless of the type of services they seek. Before this, charges were set based on the difficulty of the case.
Now, though, things are a bit different. The prices are the same regardless of the type.
This reduces corporate law companies’ profitability since the legal expenses they spend in various cases vary. Yet, when they have to charge a fixed price, they lose a portion of their earnings.
They must, however, do so to navigate through this fiercely competitive industry.
Delivering High-Quality Services
The absurdity of the situation is that they must quote reduced pricing while still providing high-quality services. As a result, corporate lawyers’ salaries may not be commensurate with the quality of services they provide.
This, in turn, is hurting corporate lawyers’ motivation. Specifically, business lawyers may face a severe challenge of providing high-quality legal services at set or relatively inexpensive pricing.
Quick Turnaround Time
The completion has impacted every aspect of the corporate law business. It has influenced not only the cost structure but also the delivery time.
This means that, compared to the early days, corporate legal firms are now required to give high-quality services at significantly lower charges and much more swiftly. However, it will undoubtedly be not easy because resolving legal complexities is not easy and takes time.
However, if they want to stay ahead of the competition, they must become super-specialists.
Billing Transparency
In recent years, a corporate law firm will not be sanctioned if they bill a business house.
Instead, they will be required to offer a transparent invoicing that includes all of the specifics of the expenditure. However, due to legal difficulties, this may not always be achievable.
Pros and Cons of Corporate Law Business
Pros
- Constant intellectual development.
- This is an opportunity to try something new.
- Explosive growth.
- Stability.
Cons
- Overwork.
- There is a dress code.
Corporate Law Firm Marketing Strategies
Lead Generation
Lead generation is an essential part of every business’s strategy for attracting new customers and developing relationships. However, in the sensitive context of a courtroom, this is a very vital talent.
From the time they enter the firm’s website, clients should feel at ease. In addition, the homepage should have professional photography and formal portraits to demonstrate that the business takes its job seriously.
If potential leads are looking for an attorney for the first time, make sure to put educational material at the top of the site.
This entails incorporating general legal material and specific case studies demonstrating the firm’s experience and good results.
Marketing automation solutions like chatbots, which analyze what consumers consume and feed them similar material, can help businesses learn more about their customers.
Machine learning systems can use predictive analytics to anticipate client requests, demonstrating that the firm is prepared to handle any legal situation in 2019.
Personify the Website
When it comes to doing business online, the layout is just as crucial as the content. Unfortunately, most websites still have a linear style, with homepages, subcategories, and entries.
However, this year, a cyclical, persona-based architecture that is easier to traverse and incorporates similar subjects will be more effective.
This user-friendly and dynamic layout, which combines marketing and aesthetics, focuses on client problems and solutions rather than internal hierarchies.
It makes use of thought-leadership content to target specific pain areas in the customer’s journey.
Lawyers can promote this message on the firm’s blog by commenting on pertinent topics and including calls to action (CTAs) that allow clients to sign up for email lists. Email marketing and brand storytelling yield a 4,400 percent ROI on average for attorneys, making it a very successful approach to drive interest.
Localize Your Search
Persona-based websites not only look nicer and provide more helpful information, but they also rank higher in search engines. The majority of customers only consider firms that appear on the first page of Google.
One of the first three search results receives 55% of all clicks. Therefore, for 2019 and beyond, law firms that want to be part of this group must adopt a consistent, localized search approach.
Names, addresses, and phone numbers are pulled from websites by services like Google My Business (GMB). Thus this information must be accurate online.
Use local SEO to make sure your firm appears first in search and map results for terms like “personal injury lawyers near me.”
Pay-per-click (PPC) advertising, which shows at the top of Google and is also featured on partner websites, is another helpful technique.
Because they’re only used when someone searches for something, everyone who sees a PPC for a law firm is actively looking for one.
These ads can also be remarketed to potential clients who have already visited the official website or provided contact information via a CTA. It’s a good idea to send that stuff out a second time to cement the deal.
Using Technology to Overcome Language Barriers
While local clients will likely account for most of the firm’s activity this year, successful law firms should also court national and international clientele. Language is a crucial but underappreciated part of this. When entering markets with varied linguistic traditions, businesses must consider regional peculiarities. For example, while “lawyer” is widely used in the United States, words like “solicitor” are more commonly used in the United Kingdom.
On the other hand, attorneys don’t need to pore dictionaries because several technological developments can perform their job.
ROSS, for example, aids legal research by translating views into plain English that best helps the users in a specific region.
Machine learning is also used by the speech recognition engine Nuance and its software, Dragon, to evaluate 20 different English dialects and 66 foreign languages.
These services assure that if a person outside the United States needs legal assistance from a U.S. firm, the lawyer and client will communicate effectively.
Make Privacy a Priority
With international clients, language isn’t the only possible stumbling block. Therefore, any company that conducts international commerce should prioritize data security and GDPR compliance.
While this privacy law requires firms to conduct regular security checks, the parameters for those assessments are somewhat broad. GDPR only requires businesses to take “reasonable” steps to secure personal information, and that strategy differs depending on how much data lawyers use.
However, as criminal actors become more sophisticated, every legal firm must plan regardless of its data habits.
Attorneys must preserve sensitive information and remain to comply with existing standards if a hack happens.
They must swiftly notify users of a breach and detail the company’s response with the assistance of law enforcement. Any company that takes too long to develop a plan will find itself scrambling.
Lead funneling, adopting a persona-based website architecture, and improving local search are all things that corporate law marketing teams must consider.
They must also adapt terminology for multinational clients and ensure that data collecting meets GDPR requirements. It won’t be easy, but businesses that face these challenges head-on will survive and grow in 2021.
Claim your Free Online Profiles
Your legal firm’s website is one location where potential clients can find you, but it’s not the only one. There are numerous options to claim online profiles for free, ranging from review sites like Yelp to your local state bar listing.
Here are some free web advertising options for lawyers. Examine this list to ensure that you’re making use of all of your possibilities.
Establish a Social Media Presence
It would help if you went where your potential clients are to gain new clients through web advertising. This means social media in the digital age. Because there are so many social media platforms to pick from, you’ll need to figure out which ones are best for your legal business and practice area. Nevertheless, with some careful planning, social media advertising can substantially impact the growth of your legal company.
Here are a few examples of how you can utilize social media to promote your legal firm:
Follow legal thought leaders on Twitter and join in on the debate.
Create a LinkedIn page for your law practice that is effective. Make sure it’s distinct from your own LinkedIn profile, which you should enhance to help you stand out among your colleagues and possible clients.
Create a Facebook ad campaign to establish yourself as an expert in your field and attract new customers. Read about how to gain clients as a lawyer to learn more about the process of obtaining new clients.
Finally, make sure you’re obeying all of your legal firm’s ethics and advertising regulations. For example, unless you’ve been appropriately certified as a specialist or expert, don’t refer to yourself as such, and avoid developing inappropriate lawyer-client connections.
Managing Online Reviews for Your Law Company
Clients may begin leaving evaluations once you have several web profiles for your law business up and running. So it’s crucial to keep track of these. When seeking legal advice, 82 percent of customers sought client reviews, and 81 percent searched for recommendations, according to the 2021 Legal Trends Report. While a few unfavorable reviews won’t damage, a steady stream of them could scare away potential customers.
Make it a habit to ask for an online review at the end of every case, especially if the customer is delighted. However, double-check the advertising laws of your state bar to be sure your request is legal. If you come across a bad review, don’t dismiss it. When reacting directly to your client’s criticism, follow best practices for online reputation management for lawyers.
Employ Content Marketing
You already have a knack for writing, so put those skills to work, expanding your law practice. Blogging, and more broadly, content marketing is an excellent approach to establish your authority and brand. You can utilize content to demonstrate your knowledge in a specific field. You’ll gain trust and confidence from potential clients if you can provide helpful solutions to common questions. Showing that you’re an expert in a particular field increases the likelihood that you’ll be hired.
If you’re going to create a blog, plan and develop legal-related evergreen content marketing subjects. Make sure your material has a clear objective, that you keep a consistent pace, and that you’re giving useful, high-quality information (without offering specific legal advice, of course).
Read our guides to beginning a legal blog and crafting effective, persuasive legal writing if you want to learn more about lawyer blogging.
Invest in Business Development and Networking
If you’re attending local networking and bar events, make sure you get the most out of your time there. Make a plan for how and where you’ll spend your energy and time in discussion. Prepare to have meaningful conversations that will help you establish your brand and generate referrals.
Attorney referrals are usually an essential part of any law firm’s business development and income growth. As a result, developing referral connections with other lawyers is a wise investment for a long-term legal company.
On the other hand, networking does not have to be limited to mingling and shaking hands with other lawyers. To connect with more potential clients, you might want to attempt public speaking or visit community events.
Case studies
Los Angeles-based financial restructuring and litigation firm
Background
A Los Angeles-based bankruptcy law company needed to immediately modify its marketing approach in reaction to the new economic climate when COVID began, and the economy changed.
They concentrated on building a firm-wide strategy that linked with world events and would break through the clutter of pandemic-related material, as they had a marketing plan in place that no longer made sense.
Challenge
When it came to reorganizing the firm’s marketing, they had the challenge of getting the attorneys, who generally worked in silos, to work together on the plan.
Solution
- They devised a multi-pronged strategy that included developing a business development matrix that divided potential clients into practice areas, attorneys, marketing outreach, and duties.
- They put the new marketing strategy into action by updating and delivering e-newsletters, launching a social media campaign on topical themes, creating engaging marketing materials for prospects, promoting the firm’s webinar series, and writing articles about COVID issues.
- They collaborated extensively with each attorney to prioritize and track each phase in the plan’s progression.
Result
They were able to pivot and launch a refocused, economy-responsive marketing approach immediately. As a result, the firm observed an increase in the number of leads pouring in, providing an opportunity to update its outdated pitchbook.
The firm’s newsletter saw a significant increase in interaction, as well as an increase in the number of people who attended their webinars.
When many businesses were undergoing a downturn, their efforts resulted in new prospects and cases. This also emphasizes how a marketing strategy may alter and evolve in response to changing conditions.
Final Thoughts
The success of many startups is dependent on how they can market themselves for growth. A company cannot grow if it is not able to achieve its target audience.
The modern corporate law firm marketing strategy was very different from the traditional marketing strategy just a few decades ago. Marketers must learn how to attract clients to recognize their growth potential.
When companies believe that they have the most effective marketing strategies, it also allows them to allow their business to grow in new directions than initially intended. Marketing is all about promoting your brand in your intended niche.
