Thursday, December 4, 2014
As you know all too well, the web is littered with blogs written by and for attorneys. While we are not quick to recommend most, there is one that we regularly read. Attorney at Work is a great resource for legal professionals. The content, contributed by experts throughout the industry (disclaimer –various members of our team have had articles published on the site), covers everything from marketing to professional development and practice management. This week, they featured an article written by Bob Denney exploring the hot trends in the legal industry in 2014.
While Denney explores everything from hot practice areas to booming geographic locations, we wanted to share a few of his insights on marketing that are particularly relevant for the small and midsized firms that we serve. His “what’s hot list” includes the following:
Denney hit the nail on the head with this one. In light of recent Google algorithm changes, content marketing has never been more important in terms of SEO. As more and more professionals take to the web, it’s also never been more important in terms of standing out and connecting with prospects, clients and referral sources. Regular, high quality content additions through a blog can also help an attorney to gain recognition in his or her respective area of practice.
The author states that client interviews are increasingly taking place at more and more firms. These interviews are generally conducted at the conclusion of the legal proceeding, allowing the firm to gather more information on the quality of work and client’s satisfaction. If your firm conducts these interviews, you might consider asking clients if their feedback may be shared in your marketing collateral (and obtain written permission, of course). This is a great way to gather testimonials!
Another marketing effort that is increasing in popularity, according to Denney, is welcome booklets. He explains that this introductory material can be helpful in getting clients acquainted with the firm but also in identifying the client’s preference in terms of contact methods and technology. If your firm is contemplating the development of a welcome booklet, we’d highly recommend that you take time to detail the various resources that your firm’s website includes, and also ask the client if they would like to receive your e-newsletter and blog notifications, allowing them to stay in the loop all year long.