Adapting your marketing strategy for success post-pandemic
Gary Shaw, director at Accesspoint, says this new era of marketing is going at full speed ahead – is your firm fully prepared for the ride post-pandemic, and ready to adapt with the future in mind?
Marketing is a wide function that plays an integral part in every industry, especially within the legal sector as it can truly help a firm in the pool of competition stand out and gain new clients.
It’s forever evolving. New methods have emerged in the world of marketing, and it’s no longer the straight cut format of word-of-mouth referrals that will get you business. And nice colour pallets and fun taglines, won’t either. Today, marketing has seen a much more client-centric and tech-savvy approach, and, as a result, a wide range of opportunities follow for SME firms that are ready to utilise it. This new era of marketing is going at full speed and, by the looks of it, will not be slowing down anytime soon – so is your firm fully prepared for the ride and ready to adapt with the future ahead?
Having a solid idea of what your firm wants to achieve from your marketing strategy is key, as this then ensures that the correct action and tactics are taken to increase your chances of successful marketing campaigns.
So where should you start?
First, begin with your primary goal – build brand awareness and maintain a good brand image. There are many ways to achieve this, the most common method being by using SEO and PPC strategies to make your website more visible. But have you thought about what your firm will do next after it has implemented a strong SEO strategy and gained more visitors? Take a moment to imagine how efficient your marketing could be if it were joined up to your PMS and linked to your website – the possibilities could be endless, but, more importantly, it’s entirely possible.
Leading potential clients to your site is one thing but understanding what to do with them once they arrive is another, it’s important to remember that each client who visits your site can offer a wealth of valuable insights into future trends and direct marketing. With new and innovative website integrations and data-driven forensic integrations, your firm can now instantly tackle the ongoing issue of not knowing where your investment is going. You can do so by tracing inbound leads and their source of acquisition all the while measuring the volume and ultimate conversion rate together with the final case billed value, providing you with full ROI insight.
Additionally, once the client is within your reach, the data acquired will give you a better idea of knowing what your client clicks on and genuinely shows an interest in – allowing your firm to strike while the iron is hot and have a better chance to cross-sell different services without missing any opportunities. This can all be tracked and automated to your PMS.
Second, your brand image should not be forgotten, even when it comes to the daily video calls that we have all grown accustomed to. With the rise in home working, many of us have tried our best to create an office-like environment, and it has become the norm to see people in their everyday surroundings – and, to an extent, it has become part of the authentic life of remote working.
However, it has also provided an environment for potentially unprofessional settings and ‘background mishaps’ to take place. A newfound need for custom branded corporate backgrounds has emerged, and it would be a shame for your firm to miss out on the subtle yet effective marketing advantage this could bring.
After all, when an important client or hot lead enters your office for a meeting, your firm will ensure it is tidy and presentable to the outside world looking in. It’s just as important to ensure that your background during a video conference is just as clean and sleek. A high-quality corporate background not only brings the attention back to you and your firm, but it also provides your team with the perfect opportunity to maintain appealing visual branding as well as undefeated professionalism.
Once your branding is complete, the next thing to consider is how to create a client-centric environment within your firm. A common problem faced in an SME firm is that clients often get less face time than they would ideally want, meaning they are left with unanswered questions, longer waiting times and just an overall sense of reduced customer service. This is usually a result of reduced capacity and ever-increasing workloads, which, despite the best efforts of the firm, is hard to avoid.
Although SME law firms are providing high-quality service regarding casework, it’s important not to compromise on dealing with client needs. This can be the difference between an unhappy or satisfied client. The legal world is beginning to explore how best to engage with clients, and as a result, have new and exciting choices on the horizon.
Client portals are now set to make a huge impact in not only the way firms operate with their daily workload but also how they will regularly engage with clients. An effective portal will facilitate quick and easy communication integrations such as Microsoft Teams to ensure there is always an open and secure line available between the client and the team to discuss details of the case, update matter details and send confidential documents.
Furthermore, a client portal is a great place to display other services your firm may have to offer so you will be able to fully leverage the cross-selling opportunities and branding possibilities available – instantly giving your firm the upper hand in providing sleek, modern and essential facilities to clients.
SME law firms have a lot to look forward to. The increase in technology within the marketing world has made reaching a wider audience and gaining valuable insights more accessible for everyone. Consider exploring the market and its providers now to gain a head start.
