Lawyers and marketing teams should work seamlessly and collaboratively together to build stronger relationships with potential clients and win new business. This synergy creates a lasting impression on clients and encourages steady law firm growth.
Lawyers, on the one hand, offer deep sector-specific expertise, but marketing professionals know how to create a strategy and platform to reach, inform and potentially convert prospective clients.
Some tips for effective collaboration are:
Work Together on Developing Goals and Clients
Lawyers and marketeers should openly discuss their goals and identify who their ideal prospective clients are, as this will help ensure all parties are aligned.
Lawyers should consider sharing the following information with marketing teams:
- the type of client matters they would ideally like to work on;
- their target client profile;
- the type of marketing activities they are willing to participate in eg: speaking engagements, writing articles etc; and
- what makes their firm different.
These insights can be turned into targeted and tailor-made strategies that help win and convert clients. A few examples of how marketing teams could do this are by:
- optimising practice pages;
- creating content that ranks well in Google search results; and
- creating ads that target the right audience.
Push Out Timely and High-Value Content
Lawyers should take the time to share clear, easy-to-digest content on timely and topical legal issues (see our recent article on blogging and the importance of building a digital voice) such as:
- case studies;
- legislative updates; and
- market insights.
An experienced marketing team will be able to take this type of content and translate it effectively into SEO-optimised posts, newsletters, videos and other forms of outreach thus attracting targeted readers and positioning the firm or lawyer as a trusted advisor in their sector.
Targeted outreach like the examples above can lead to an uptick in search rankings, an increase in credibility (for the lawyer and/or firm) and a boost to overall firm interest.
Don’t Neglect Data Analytics!
A core component of a strong legal marketing strategy is utilising analytical figures which can give deep insights into engagement, web traffic and conversion patterns. Having this vital information can help improve client targeting and outreach.
This type of data should not be overlooked by lawyers – in fact, they should actively encourage their marketing teams to review the analytics, as they provide key information that can help tailor their messaging, identify new opportunities, and enhance the client intake process. By tracking how clients find a firm and the type of content they enjoy engaging in, law firms can build on what they know already works well.
Utilising a data-driven approach helps identify high-value practice areas and – on the flip side – shows where firms may be losing out on opportunities. It can also improve targeting and therefore increase the chances of converting interested readers into new clients.
Develop a Consistent Client Process
Marketeers and lawyers should work effectively together to ensure BD efforts are coordinated and that each client interaction is worthwhile.
Examples of this include:
- streamlining intake forms;
- having clear follow-up steps when onboarding new clients; and
- committing to personalised outreach which ensures potential clients feel valued.
There is no doubt that marketing teams play an important role in building brand and lawyer awareness, but the lawyer him/herself has an even bigger role to follow through with relevant, timely and personalised outreach.
Be Open to Feedback – Both Good and Bad!
The final piece in the puzzle of ensuring strong collaboration between lawyers and their marketing teams is to make sure there is a continuous feedback loop.
Regular, structured, and ongoing communication between lawyers and marketing professionals, through monthly check-ins, shared tasks, and performance dashboards, as well as collaborative idea-sharing and planning, helps ensure firms stay relevant and aware of evolving client needs and practice goals.
In summary, when lawyers and marketing teams prioritise working strategically and seamlessly together, they put themselves in a strong position, creating a consistent brand experience which appeals to clients while also strengthening the firm’s competitive edge.
