You can’t make it through a corporate blog post today without reading about how they’re “disrupting the industry.” Technology is the banner disruptors fly as they storm markets and business models. To date, the legal industry has largely ignored technological innovation, certainly as a means to market services and generate leads.
We spoke to four experts in the field of legal business development—
- Anna Stevens, director of marketing for Gaslowitz Frankel LLC; @EQforSuccess
- Guy Alvarez, founder and chief engagement officer for Good2bsocial; @guylaw1313
- Harry Alba, director of marketing and sales for the American Law Institute; @harryalba
- Ron Friedmann, a consultant for Fireman and Company; @ronfriedmann
—to get their take on the disruptive opportunities law firms must seize if they want to maximize their bizdev potential.
2. Proactive visibility. No matter how much money firms sink into shiny websites, it’s for nothing, says Stevens, unless they understand and utilize search engine analytics and algorithms like Google Panda, Penguin and Hummingbird to maximize visibility. “If you’re not staying proactively visible,” says Stevens, “you’re invisible.”
3. Mobility. Your website MUST be mobile-friendly. Period.
5. Social business practices. Guy Alvarez agrees with Alba but also acknowledges a new type of CRM in company intranets, “Social technologies present both an opportunity and a problem for lawyers. You can use it to generate business, develop press relationships, etc.” Nearly all Fortune 1000 companies—which make up the bulk of many law firms’ clientele—use these technologies internally to enhance collaboration and communication with employees and customers. Guy wants to know when law firms will use these technologies to enhance how they communicate and work with clients.
7. Self-tracking. Finally, unless you’re tracking all your marketing and biz dev initiatives, you won’t know how to improve your campaigns. “Firms aren’t measuring their marketing success effectively,” says Friedmann. “They don’t check sales funnels. They don’t check conversions. There’s plenty of tech for that.” In other words, law firm, know thyself.
The Takeaway: A law firm is a business. If firms want to grow their business and remain competitive, it’s time to take a page from other industries that long ago embraced mobile platforms, analytics, algorithms, SEO, CRM and social technology.