In part one of this article, we’ll examine some general marketing trends on the horizon and predict how these might impact law firms. In part two (click here to read) we'll examine the online and technological trends that will affect law firms in the near future.
Estimated reading time: 12 minutes
We’re paid by our clients to generate business, but also to predict what will be happening in the months and years to come, to help them future-proof their business. With that in mind, here (in no particular order) are our ten predictions on how marketing trends and technology will shape legal marketing by 2020.
Lawyers will stop marketing themselves as “Lawyers” and “Solicitors"
The ‘brand resonance’ of the terms ‘lawyer’ and ‘solicitor’ are fading. The traditional lifelong solicitor-client relationships of the baby-boomer generation simply don’t exist for generations Y, Z and Millennials. Generation Y, those born post-1980 are more sophisticated, discerning, and technology-savvy than previous generations. From a marketing perspective, they have grown up with a constant stream of intrusive marketing and have become inured to it. As such, they are more likely to wait and then proactively seek out the services they need online than respond to ads.
Growing up in a fast-moving, flexible, content-rich environment where fashions and trends change rapidly means they are much more likely to seek out specialist legal advice for each of their needs than remaining brand loyal.
What this means, is that their recognition of the solicitor as the gatekeeper to certain services has been eroded. Later generations (particularly millennials) are preoccupied with their needs. They’re not as focused on the standing, status or qualifications of the person delivering it.
As we’re all aware, more “legal services providers” are springing up. These organisations use paralegals and legal executives to deliver advice, backed by a team of solicitors. The corollary of this is that they market themselves based on services and solutions rather than on who or rather what they are.
Put another way, does someone who wants to write a will, buy a house or wind up an estate know they need a solicitor? Do they care? The answer is increasingly no. A competent, affordable, transparent service and experience which is akin to the service provided by other institutions – banks, insurance companies, healthcare providers is sufficient.
The effect of this will be more marketing of firms based on what they provide, not who they are. This is already evident in the marketing of major personal injury firms.
Our prediction is that more firms will drop the words “lawyers”, “law firm” and “solicitors” and anachronistic designations like “LLP”, “& Co” and “Partners” from their brand name and marketing entirely.
Greater focus on lead nurturing & relationship management
One of the opportunities we see lawyers miss time and again is failing to market to their existing “client base”. When we speak to law firms, each one claims to have “thousands of clients, and that’s how we get our work.”
“Great”, we say. “How do you market to them?” *blank stares all round*.
Nowadays, relying on the strength of loyalty from the traditional client-solicitor relationship is short sighted. Granted, there are some areas where a trusted provider will maintain a relationship with their client (crime and commercial law, seem two obvious examples) and word of mouth will still be huge (and your online presence is a massive part of that), but for most modern web users using legal services throughout their lives, their journey will take them from specialist to specialist.
Injured at work? Search for a specialist workplace injury lawyer. Moving house? Search for a solicitor in the local area. Moving again? Do likewise. Been offered a Settlement Agreement? Search for “settlement agreements lawyers in…”
Clearly, establishing a web presence to capture these terms is vital, but what is even more important is maintaining the relationship once it’s made. Simply relying on your ‘client’ to decide to return to your firm the next time they need a lawyer is naïve. We’re all infatuated with ‘new business’ – and I say that as someone who is involved in the selling of Moore Legal Technology’s services.
In 2018, lawyers will realise the benefit of targeting existing clients and begin proactively cross-selling their services using “demand generation” platforms. These platforms are designed to nurture leads over a period of time to bring in repeat business. Mainly driven by email, these platforms are more sophisticated than typical email newsletters. Drip-fed emails, with different emails sent depending on the prospect's level of interaction with each missive, allow targeted, specific and long term nurturing of leads. Not only that, but these platforms 'score' prospects based on what they do on your site and (here's the beautiful part) let YOU contact THEM when they might be ready to buy.
Lawyers will flock to trusted advisors for marketing
For too long, the majority of lawyers have attempted to market themselves using an array of marketing providers or solutions not fit for purpose. A general lack of understanding of marketing & BD on the part of lawyers, coupled with a focus on their budget has seen too many firms try to generate business on the cheap, or in the wrong way.
We regularly pick up clients who have had their fingers burnt by a ‘cheap’ marketing supplier. This usually falls into one of two categories: an acquaintance of one of the lawyers who has some skill in building websites, or a DIY job by someone at the firm.
Like instructing a cowboy tradesman, the usual way to fix this is to instruct a genuine (if more expensive) firm to fix the damage.
2018 will be the year that the majority of firms awaken to the possibilities that a trusted partner can provide. As a result, law firms will loosen the purse strings to get the right team in to get things right first time, saving a lot of expense and frustration in the long run.