Legal marketing is about relationships, not transactions. Clients are really buying lawyers or law firms, and this is a unique aspect of legal marketing for the law firm.
It wasn’t always legal, but even law firms need marketing and public relations teams to manage relationships, public image and draw in more business as Sal Christ, Reporter for Albuquerque Business First points out. Up until the 1977 U.S. Supreme Court case, Bates v. State Bar of Arizona, it was illegal for law firms to market their services to the public. Following the outcome of that case, advertising legal services became protected commercial speech under the First Amendment. Still, as both Alexandra Bridges, director of business development and communications for Modrall Sperling, and Mark T. Greene, chief marketing officer for Lewis Roca Rothgerber LLP, put it, legal marketing is about relationships and not transactions.
A tool nearly all mid to large size law firms should rely on is media relations, including social media content strategies. While several companies use PR to get the word out or do crisis management, we use it to get more targeted and qualitative exposure in the legal field. One of the most important things to do is listen, by managing surveys for our clients. We ask our clients, our lawyers how we are doing, what could we do better, are there any evolving issues percolating that we need to address before it becomes an unmanageable issue. What we provide for our client law firms, is not in any way dissimilar to what they in turn provide to their clients. It is a relationship based business, and at the end of the day, people buy lawyers – not the law firm. It always has been, always be about earning and building trust. One of the first steps in putting the trust into effect is in the work we at HessConnect put into assembling a well vetted, thoroughly researched based proposal that reflects the various unique aspects of one particular client. For a discussion to evaluate your marketing needs, desires and visibility, give us a call at 619.962.5504 to start building a profile worthy of the services you provide your clients.