Today's digital marketing is happening on mobile devices. Viewing law firm marketing through this mobile lens makes decisions easier concerning SEO, content marketing, social media, podcasting, webinars, email outreach, blogging, video and downloadable content.
The idea that law firms should seek client feedback is hardly an innovative concept. So why does anecdotal evidence, as well as industry research, continue to show that many firms are not actively and routinely engaged in capturing this meaningful information?
How to Make Sure They Do
Giving clients and prospects valuable information is a proven way to market, but to be effective it must be the right kind of content, both in terms of style and substance. It also needs to be marketed with your end goals in mind.
Consider a smarter, more perceptive approach to business planning for 2018: one infused with data and focused not on what has been done before, but on what can be done in light of all available information.
Discussion of a survey that highlights what the client is really thinking, and how law firms can effectively respond.
One aspect of law firms that is becoming increasingly of interest to clients — and an area that might offer opportunities for differentiation — is law firm commitment to increasing and sustaining diversity.
What is missing in driving revenue growth at law firms is accelerating leadership. It is one of 12 exceptional management practices that firms should focus on, including branding, building client value, strategy, team building, and so forth.
The art of speaking, understanding, asking and developing dialogue has been eliminated in this fast-paced, quick-reply, "do it now" universe we now live in. Sure, we can communicate around the world in seconds, and conduct business at extraordinary speed; however we have lost the "human" elements of conversation. And it matters!
How to Leverage Technology to Showcase Them
From following up more effectively to communicating with greater frequency, the elements of distinction are well known, but often poorly executed. Those who embrace them, even imperfectly, are likely to rise above their peers.
Professionals and watchdogs from all walks of life are thinking, talking, writing and counseling about ethical practices in various industries. Public relations and marketing professionals, too, must always consider ethics in the context of how they advise law firms and attorneys on making sound decisions about the messages and content they disseminate to the public.
