There has never been a more exciting time to be in legal marketing, the old clichés about the difficulty of working in a partnership may still hold true, but the opportunities of digital for the legal sector are within reach. It is just a matter of who will take the competitive advantage.
A staggering number of firms fail to produce content that directly targets their customers. 66% of firms’ website content fails to engage the user through client-centric messaging and 66% of firms neglect to offer a Twitter or LinkedIn channel.
Digital for the Legal Sector
In a challenging marketplace, the need for law firms to clearly differentiate themselves and demonstrate the value they deliver to clients is a necessity. There is a clear need for them to engage with clients and potential clients by utilizing the variety of media and channels we now have at our disposal, however for many firms this means deluging audiences with content – without any apparent thought being given to how they are engaging, the messages they are conveying, or their lack of audience-centricity. For a sector whose success is based on reputation, law firms are often failing audiences through poor communications, especially when using digital channels.
Law firms tend to be very traditional and the legal sector has been slower than other industries in adopting and embracing digital. David Sayce, a digital consultant with years of legal marketing experience, discusses why digital channels are so vital for law firms and the unique challenges they face when developing effective digital strategies.
Considering the importance of digital communications and engagement, is law firms’ lack of perspective and inability to adapt to an essential communication negatively affecting their growth?
Top 100 Am Law Global Law firms fail to engage with online audiences 26 February 2016
A new report from Living highlights the wide variance in approaches to digital and social media engagement by Am Law 100 global firms. The report highlights that leading firms do not lead the way when it comes to digital – with only two of the Top 20 Am Law firms featuring in Living’s Top 20 ranking.
Living’s Group Marketing Director, David King, comments
“Ensuring you are utilising all the relevant channels and digital technologies may enhance your connectivity, having great content might prove credibility, but without a focus on how you actively engage with audiences, how you create rewarding conversations with them, and especially how you consider what you say to them, your efforts run the risk of being ignored or at worst, destroying your reputation”.
For a copy of the report, please contact David King, firstname.lastname@example.org