You might be working, but are you really working on what matters to the growth and positioning of your law firm? Probably not.
Most law practices, both large and small, around the country put way too much emphasis on reacting—to the phone calls and leads that come in the door—rather than building a forward-looking strategy for the future of the firm. After all, You have so much coming at you.
This is no way to become the innovative, thought-leading attorney you once envisioned for yourself. You must turn reactivity on its head—even when you’re making more money than you can count. Why? Because one day that random revenue stream might dry up before your eyes.
We see it all the time: Even when practices throw money at marketing, lawyers are far too quick to call vendors out when the advertising program, for example, fails. But that usually happens when attorneys don’t get vested in the future of the practice. Why? Because it takes time, research, relationships—and guts.
But the truth is this is low-hanging fruit. The best-positioned law firms in the country are taking action rather than making excuses. And the reality is every law firm can start marketing smarter right now.
Relationships are a requirement.
If you thought you could market without caring and involvement, sorry that game is up. When you invest in your people you are building relationships that pay off. But it’s not just about leading and rewarding your own staff—the people and paralegals who answer your phones, execute on marketing tactics and feed you leads. This also applies to your marketing vendors—the experts and firms who know digital marketing, TV advertising, and media placement. Believe us, they want you to be a partner in the process. They want your involvement. They want your communication. They want your partnership in a team effort.
When you hire someone—anyone—you can’t expect that person to do a good job just because you will it that way. You have to get involved in understanding their craft as much as they will rely on you to better understand the legal craft.
When was the last time you sat down with your employees and marketing agency to talk about intake? Do you understand how to work with your digital agency toward a common goal for moving the business forward? You can’t expect people to understand what you want and bank on stellar results unless you put the time into building relationships upfront and ongoing. Managing expectations is important. It’s just that simple.
Messaging matters more than you realize.
One of the biggest missed opportunities in legal marketing is messaging. Lawyers are often so focused on the end result—the calls come in the door—that they forget just whom they should be talking to and what those people really want to hear.
- Are you separating yourself from your competitors?
- What is the 2% difference between your firm and your competitor’s firms?
Nailing the right message to represent your practice, whether you’re communicating with audiences online or through a TV commercial, is critical. And, again, the success of this message is measured by your involvement in the process.
Only you know the history and nuances of your law practice. If you’re not willing to share these stories with your advertising team, there’s a good chance you will never reach the right target market. Or generate the public perception you want. Or attract the high-quality leads and cases your business needs to be sustainable.
Metrics count as an investment in the future.
By nature, attorneys like to count. They count clients, outcomes, cash, and accolades every day. But do they invest in understanding the marketing metrics that really count? Most likely not. In fact, ask yourself when was the last time you really looked at all of your matrix. Do you even have solid matrix tools in place to look at?
You might expect your marketing partners to keep track and alert you of how your website is performing, the number of clicks and likes your social media campaign gets, and how many people are calling the office after seeing a TV ad. But this is actually part of your work too if you are truly invested in your practice as a business and not just a job.
Learning the basics of Google Analytics, running and reviewing digital and advertising performance reports, and holding vendors accountable based on real-time data—these are the investments you must make to feel confident in future marketing decisions.
So, take more responsibility for your business. Don’t expect the people around you to read your mind. Communicate from the top down. Look for an opportunity and cash in on what you’ve been missing. It might require building some better relationships, making your messages matter and looking at the facts and figures. But you’re already pretty good at lots of those things. It’s just time to apply those tactics to your marketing.
The reality is, you have to pay attention, be accountable and have tools and software in place to track everything. Communicate this to your staff and to your Vendor Partners. You will get a much better result. After all, “What You Don’t Know, You Don’t Know®”!
Harlan Schillinger is a Legal Marketing Expert in Paradise Valley, Arizona. He can be reached at HarlanSchillinger@gmail.com and 303-817-7313. He has four decades of experience in legal advertising with a passion for legal marketing, intake, and conversion.