How has legal marketing changed in the last 10 years?
The law has changed more in the last five years than in the last 5 decades. This is a very exciting time to be a lawyer. The biggest developments I see coming are in the areas of automation and client experience. Clients are already demanding more cost-efficiency. I expect that lawyers will have to automate and delegate more to deliver legal services less expensively to meet those demands. I love the idea of bots providing information and context for clients who are unfamiliar with the law and how the process works. Most of all, lawyers will need to embrace emotional intelligence to better connect
Where is legal marketing headed?
Legal marketing is going to change dramatically. Lawyers with billboard websites and chinese menu style practice area listings are going to lose clients.
Today's legal consumer is part of the mass personalization trend lead by Starbucks. They want a personalized solution and they want it now. They expect the lawyer to provide comfort, reassurance and cost efficiency along with a great legal solution.
Lawyers who learn their client's journey and embrace client-focused story-telling will be well positioned to succeed. That will be difficult for lawyers who don't possess high emotional intelligence or fear connecting on a human level with clients. Now, is the perfect time to upgrade your soft skills.
How can law firms build brand awareness?
Lawyers can raise their brand by doing something unusual. It's no secret that good client experience is lacking in the legal profession. The best way for today's law firms to raise brand awareness and create raving fans is to give clients a meaningful experience. And, when I say meaningful, I mean to the client, not what the lawyer deems as meaningful.
Understand that 83% of clients experience serious stress about being involved with a legal matter. Take steps to help the understand what is happening around them and to make good decisions. What does that look like?
Explain everything thoroughly and multiple times because brain fog prevents clients from hearing you.
Connect with related service professionals to offer 360-degree assistance to your client. Family lawyers complain that clients will share details on Facebook but don't stop to understand why that is or provide their client with an alternative outlet. It is part of a lawyers job.
During intake ask clients what would be most helpful for them. Ask the client for their feedback during an exit interview to understand what was puzzling or off-putting during their time working with you.
Initially, it takes time to put these systems in place but they are so worth the effort. You will transform your working relationships with clients and they will reward you in return.
What else would you like to share?
I'm on a mission to change the way lawyers experience practicing law. I want to help them to design sustainable law practices that fit their needs and interests.
One way I'm doing that by offering lawyer training on how to delegate and automate though Outsource Easier. Small firms can get trustworthy & affordable virtual help that's been hand-picked all for less than a cup of Starbucks. Interested lawyers can grab my free resources and learn more at OutsourceEasier.com/freeforyou--all one word.
Another problem lawyers face is not having the time to do the necessary projects for the growth of their law practice. FOCUS480 remedies that problem by giving lawyers dedicated time to work on their marketing by borrowing the coworking concept. We meet virtually to identify and complete those key projects together so lawyers are inspired and held accountable. Those interested can visit OutsourceEasier.com/FOCUS480 to learn more.
ABOUT DINA:
Dina Eisenberg, CEO & Founder of OutsourceEasier, a Lawyer Training Institute, is a lawyer-entrepreneur who teaches solo & small firm lawyers to delegate & automate so their law practice almost runs itself. A Legal Tech influencer,Dina's work has been featured in Inc and Entrepreneur magazines and the ABA Solo and Young Lawyer journals.
