We share the opinion column by our Director of Marketing and Communications, Karla Durán, written together with Jorge Bárcenas, Senior Associate & Head of Marketing at Benites, Vargas & Ugaz Abogados, on the major challenges of legal marketing.
The roadmap to success: How law firms can transform marketing into an engine for growth.
For some time now, the legal industry in Latin America has been increasingly committed to developing and implementing marketing strategies for business growth and, with this, recognizing the importance of its tools.
Today, it is very difficult to imagine a firm that is not making progress in this area, some with more developed marketing and business development areas than others; some with external consultants and, in other cases, exploring junior positions to support brand image (even without intending to do marketing directly).
The truth is that practically all of them are doing something. However, on this path toward the professionalization of legal marketing, firms face four major challenges.
Content marketing
The first is content marketing. Companies often fall into the trap of making everything promotional, but in reality, content should be educational, because content is promotional by nature. To achieve this, simple language should be used and audiences should be segmented in order to deliver specific content to each one.
How do we do this in a law firm? The logic is not very different from that of any other company, and therein lies the secret to applying marketing in this industry: stop seeing it as an industry to which cross-cutting rules cannot be applied.
In the legal market, with the current amount of supply and presence of firms on social media, content must add value: it is useless to transcribe rules, make generic statements, or give abstract recommendations. Content that does not add value is lost in the digital noise.
The content that sets a firm apart is that which truly provides its target audience (clients) with information they cannot obtain on their own or scenarios/solutions that are not obvious. Additionally, and always, as far as possible, the legal jargon typical of lawyers writing for lawyers must be eliminated. It is key to always seek simplicity.
On the other hand, another major task involves audience segmentation. The target audience for firms is current and potential clients, but in both boutique and full-service firms, they do not all belong to the same industry nor are they interested in the same topics. The content that reaches our audience must be segmented and specifically targeted to those who will find it valuable.
Alternatives such as differentiated databases, properly segmented campaigns and guidelines, and exploration of specific niches are some options that can be used in the legal world as in any industry.
The value proposition
The second major challenge is the value proposition. Reputation opens the door, but it is the value proposition that lets you in.
In an industry where the functionality of each organization is very similar, differentiation is not easy. To achieve this, there are three key elements:
- Have ongoing conversations with clients to clearly understand what they need.
- The value proposition must be clearly applied to the customer experience (for example, if it is speed, they must get quick answers).
- Finally, it must be built on an organizational culture that lives the value proposition every day.
The latter is vital: today’s clients seek to engage with those who share their values and culture. It is risky to be inconsistent on this point, as it is quickly apparent when the message is not genuine. Those who are inconsistent between what they communicate and what they practice quickly lose credibility.
Data analysis
Thirdly, we have data, perhaps one of the most important assets of law firms but one of the least valued. Data allows for segmentation and one-to-one marketing, which is essential in the industry, as mass marketing does not work in this sector.
However, to get the most out of data, it is essential that the business shares information with the marketing department in order to pursue common goals. Data is not obtained or constructed magically: the collaboration of the entire firm is essential in order to obtain the information necessary to make the right decisions and, above all, in a timely manner, as untimely data is useless.
Finally, it is essential to measure everything (everything is measurable, and what is not measurable does not exist), because this allows for a focus on strategy. Let’s not be afraid of making mistakes: part of the success of strategies lies in daring to take risks, and it is key to be able to quickly reverse mistakes when it is detected that a path was not the right one. Again, data is very important in order to achieve this at the right time.
The role of lawyers
The final challenge lies in the role of lawyers and the entire firm team. Partners must be convinced that marketing is not just a support function, but an essential part of the business and that it should undoubtedly be at the forefront.
Then, starting with the managing partner and the board of directors, a cultural change must be promoted that leads all teams to contribute to brand positioning. This is a commitment that involves cross-functional participation. In this regard, it is important to note that brand positioning is vital, but it is only the tip of the iceberg. The growth of firms comes from the inside out, and therefore the participation of all internal teams, shared data, conviction in business logic, and aligned objectives are key to achieving this.
Today, there is no industry that can grow without marketing. The legal industry is no exception. To capture all the value it offers, it is essential that law firms address the four challenges outlined above and thus turn marketing into an engine of growth and innovation for their companies.
At the end of the day, a law firm is still a business, and marketing is its most powerful ally for growing with purpose.
Column written by:
Karla Duran | Director of Marketing and Communications | kduran@az.cl
Jorge Bárcenas | Senior Associate & Head of Marketing at Benites Vargas & Ugaz Abogados
