Expert Advocacy

Why Is Marketing Important In A Law Firm?

Why is marketing important for a law firm? Today, we ask ourselves this question. Does my firm really need to do marketing? Will I not have enough with the clients that come from referrals from previous clients? If you are a newly established lawyer, there are not many past clients to draw on. Let’s see whether or not it is worth doing marketing and why. Inquiring into the question does not commit us to anything, if anything, to questioning our previous mental schemes.

Marketing Applied to Legal Professions: Practices And Tips

Thanks to the liberalization of professions associated with law, lawyers and law firms can invest in marketing actions to make themselves known to potential clients and gain recognition on the web or wherever their prospects may be concentrated. In this way, marketing is understood as a set of techniques that aim to develop a commercial strategy and study the market in order to remain visible in a dynamic competitive universe. Focusing on marketing applied to legal professions and on the many tips and practices to implement to increase the notoriety of your firm is an unavoidable dynamic in any free and competitive market.

The legal profession is a free market. The legal profession is a market with a very high supply of workers. This leads to competitiveness. Competition forces us to compete.

Legal Marketing Is Perfectly Compatible with Lawyers

Competition and the pressure on prices and fees experienced by lawyers in recent decades have given rise to what is known as legal marketing. This marketing logic imported directly from the United States is of particular importance in our legal sector, with more and more law firms convinced of the commercial dynamics of the profession.

Previously, lawyers were limited in their use of communication and marketing techniques to find new clients and promote their services. This liberalization further justifies the use of communication agencies for lawyers   (such as Clipping, for example, which supports law firms in designing marketing strategies). The objective of legal marketing is simple: it is about “promoting” the legal service provided by a lawyer or law firm to potential clients.

Legal marketing thus responds perfectly to the logic of liberalization. Marketing allows us to rethink the “lawyer-client relationship” and to place the “consumer of law” at the center of the lawyer’s service. In addition, legal marketing complies with the ethical standards that lawyers must follow.

The objectives of legal marketing

Legal marketing revolves around four distinct objectives: “attraction,” “conversion,” “brand image,” and finally, “loyalty.”

Attracting new clients is the raison d’être of marketing applied to the legal professions. The main objective shown here is to increase the market share of the law firm, reach the most significant possible number of potential clients, and, therefore, increase the workload (and turnover).

Conversion is what is commonly referred to as CRM, i.e., return on investment. Here, the goal is to reduce the cost and investment of the number of clients who actually come into contact with the law firm.

Legal marketing also aims to improve the brand image of the law firm. The goal is to enhance the perception that potential clients have of the structure that is likely to host them and provide them with a service.

Ultimately, the goal of legal marketing is to “retain” clients. In this way, if the consumer is satisfied with the legal service provided by the lawyer, he or she will not hesitate to use his or her services again.