Interacting with many different law firms over the years, I have often mulled over the four main types of firm I tend to come across. I have therefore outlined my thoughts below on this particular phenomena and would welcome your views based on your own experiences and perhaps even hazard a guess on what the actual percentage breakdown might be… Feel free to add your comments below.
The 'Uninterested' - whilst it may be difficult to accept, there is still a group of firms out there staunchly set against all things marketing. “It doesn’t work. We receive our new instructions from referrals. We don’t need to waste money on marketing”. Perhaps they view business development positively yet marketing is the poor relation responsible for ‘simple things’ like the Client Drinks Reception at Christmas?
The 'Me-Toos' - this is an interesting bunch that tends to trundle along minding their own business and then all of a sudden BOOM! “ACME law firm has just placed an advertisement in ABC magazine so we must do it too”. This group doesn’t do much, but when they do, it is usually in response to somebody else. They are reactive rather than visionary. They have a website but unfortunately it is just endless lists of bullet points and nothing ever changes. The main purpose is to show their lawyers’ CVs and prove they’re qualified at what they’re doing.
The 'Almost Theres' - this group has a modern website, blogs often and regularly posts on social media. There’s just one thing missing - they aren’t getting a return. They are busy but there is no conversion path and no leads are coming through. The good news is that all is not lost. A few changes and the ‘Almost Theres’ could elevate their marketing from a cost to an investment with a quantifiable return.
The 'Enlightened' - this much smaller group of law firms are who we call ‘the Enlightened’. They ‘get’ marketing and understand that if they take a strategic approach to their marketing, set out a plan of attack and implement a particular series of marketing tactics they can generate quality leads for their firm. Our mission is to help more and more firms get to this stage and generate high quality leads from their marketing and help their firms to grow.
Whilst these categories may appear stereotypical, we have met each and every one of them. Your next step therefore is to decide which group your firm falls into and what you are going to do about it.
John is managing director of Enlighten IC and has been involved in legal marketing and technology marketing for over 25 years. He is passionate about how an inbound approach to marketing can help firms to drive leads and grow their business.