Legal services are a long-standing business. However, traditional marketing methods will provide different profits in 2022 than they did. Companies today must know their client profile to ensure their clients’ business.
Social Chameleon director Jemima Myers shares the five best suggestions for marketing a corporate law firm.
As an agency that primarily works with professional services and B2B clients, it’s common for clients to approach us with the belief their business is challenging to sell in today’s image-obsessed and sensationalized market. In the end, for professionals in the field of professional services – especially legal practices, honesty, integrity, honesty, and a well-established business personality are essential to establishing an established business model that is trusted by the public. Furthermore, with the strictest marketing regulations for legal professionals, non-traditional marketing strategies are the only option that is sometimes feasible.
How do corporate law firms compete with their competitors in today’s online advertising marketplace and get themselves into the spotlight?
Corporate Law Firm Employee Advocacy
The expression ‘the totality is greater than the total of its parts is generally the case for businesses, lawyers, and law firms. Chambers can be a great example of how the individual’s success and performance are crucial to the overall chambers or firm’s reputation, or at the very most, play an essential part in defining it.
“employee” refers to using employees to help promote a company. Individual ranking in Legal 500 and Chambers and Partners is an excellent illustration of how legal organizations recognize the importance of individual performance. In this way, employee advocacy can be a concept introduced previously. But, using employee advocacy to use your social media (such as LinkedIn) is something other than what we’ve seen regularly employed by law firms – and should be considered a key element for the 2023 marketing strategies.
While a smaller number of users could see posts directly posted to Corporate Law Firm pages on LinkedIn, postings shared or shared by multiple employees and subsequently viewed by their followers can have a massive impact on an article’s overall impact and engagement.
However, it’s no secret that lawyers – especially commercial attorneys- are among the most busy professionals. Not surprisingly, regular LinkedIn updates might not be on their top list of priorities. In addition, getting employees (and associates) to adjust to the changes in technology is not easy, mainly when it’s not integral to their daily procedures. The most important thing is to provide the right education and resources.
Personal branding is now an increasingly popular concept among professionals. Highly motivated professionals often grab the chance to advertise their names and portfolios. This is why employee advocacy can be a direct offer to employees. Providing training and resources (such as guidelines) regarding interacting with the company and its online content is a great way to start an effective employee advocacy program.
Being There When You Are Needed
Professional services companies often need help navigating today’s increasingly online-focused market. Contrary to traditional marketing, in which marketing messages are sent from companies down to consumers, the online algorithms across search engines as well as social media platforms have put consumers in control and have given them greater control over the kind of content they view and interact with. In the end, pushy marketing methods (such as ads on social media) tend to not be heard by demand-driven services.
The trick is to take a proactive approach to get your website found by potential customers when they need you, and by “find,” we mean that you appear on the first page in Google’s results for search and on top of the review sites. However, SEO has never been more competitive than it is now. With recent algorithmic changes to Google and other search engines now prioritizing websites that regularly publish quality content, the quantity of content required to be effective SEO strategy is highly demanding for companies.
Consumers increasingly use social media platforms to evaluate potential service providers before deciding whether to purchase a service. This means businesses must adhere to their social media strategies to give credibility and legitimacy to their online image.
Overall it’s a huge job for businesses that wish to stay at the top of the game in the digital world. Beyond thinking of SEO as two different tools that employ two distinct strategies, devising and implementing one high-quality, integrated content strategy applicable to both platforms will improve your performance across both areas while simplifying your marketing process!
Nurturing Online Relationships
Regarding SEO, it’s crucial to consider ‘link building.’ This is generating links from different websites that lead to your own by means of features, articles, and directories. The focus is on links from reliable, trustworthy websites.
Links are akin to using case law in the form of a submission or article. They signal to Google (the SEO equivalent of an editor or judge) that the source you cite is a reliable, trustworthy source. As more linkbacks you can get to your business’s reliable website, you create an algorithm that considers your company an authority in your field. This leads to an upper-page position in Google’s search results when people seek your products or services.
Answering the Right Questions
Therefore, we know the importance of content that employees share and that linking to it can help ensure your website is ranked in the right search results. What’s, do you do next?
These tasks are only worth it if your content is useful to your intended audience. As a lawyer who has worked with legal firms for a number of years, among the many mistakes we have seen in strategies for content is a focus on creating information that is too technical for the average user (such as a director of a company or other non-legal professional). While it is essential to develop content that draws other legal professionals to your website and establishes you as an expert in the area of commercial law and industry, a significant portion of your content should be designed toward answering lay-person concerns, providing them with information and – by doing so earning their confidence.
Tools like Google Search Console, Google Trends, and AnswerThePublic can build an extensive list of popular searches and terms that can be used to create informative content. The information you gather from these tools should be checked, updated, and often extended, which includes adding internal links to other pages on your website that examines related niche topics in greater depth.
Seize the Moment
Although most of your website’s leads and traffic will result from recommendations from current or former clients, legal firms must recognize the chance to be noticed by the media and build brand authority using reactivity marketing strategies.
Social listening tools like BuzzSumo are a great way to monitor and track trending news or events related to specific keywords or topics. They will then send you instant notifications whenever developments happen. For instance, these tools can notify you of announcements and releases by any tribunal, publically registered entity, or regulatory body (such as, for instance, the Financial Conduct Authority or the Takeover Panel).
Businesses can use their strategic ability to capitalize on the excitement and interest in these events using methods like ‘newsjacking,’ which adds expert views or perspectives to trending news articles. This can be done via social media posts (including any hashtags trending in popularity) in articles or by sending opinions to media outlets seeking expert opinions on news stories.
Newsjacking is a fantastic method to put your company to be seen by people interested in the topic or sector in your company’s services, increasing the likelihood of bringing in new leads and improving brand recognition among those interested.
The Verdict (or Judgment!)
Marketing can be time-consuming, and there is no denying it. But when it is done correctly, it is extremely effective and can easily generate new customers. Legal organizations It can be tempting to depend on the need for legal services and go through the motions of carrying out basic marketing activities. This typically results in wasted funds and allows other firms to get ahead. Nowadays, it is essential to put your customer at the center of your strategies and think about how best to position your business to be in front of them and which information is most beneficial to them.