At some point in our lives we all utilise the services of a law firm, be that for buying/selling a house, getting divorced, dealing with probate, needing help when going to court etc, however these tend to be small local firms which exist on local referrals, or because someone in the family has used them, and they've been around for years.
When it comes to the big stuff its the global firms we tend to want to rely on for serious deals, you know those big business activities, such as M&A, Investment, Corporate Governance, Territory compliance, Exits etc.
We came across some interesting research (link below) which shows that whilst there are some amazing law firms around the world many of them are still playing significant catch up when it comes to 'Digital Transformation'.
53 firms compared to 48 in 2018 (at least its an increase) have hit their own benchmark for being 'focused';
Focused Firms: "we classify as focused are those where we find high levels of engagement but differing levels of client-centric content and weaker levels of evidence of their activities. Their digital channels are inspiring, creative and feature up-to-date functionality. Their challenge, to a varying degree, is to increase the intellectual and evidence-based content in their digital communications".
It seems they have lofty aspirations, but are struggling to deliver on the objectives and purpose for 'digital transformation'.
"This is particularly evidenced around visual identity and brand language. Indifference to making a brand work better often comes from a cynical perspective that rests in the complacency of a steady balance sheet.
However, firms must deploy their brands intelligently, effectively and consistently, especially to engage with the new audiences arising each day through increased merger activity across the sector and business diversification beyond law".
In none lawyer speak, they need to learn how to engage in a language that prospects and clients can relate to, and be active on social platforms where clients and prospects are already hanging out.
By taking this approach they can clearly 'evidence' not just the 'what' but also the 'why' they do what they do, they can engage in conversations, they can stimulate conversations, and most valuable they 'listen' to those conversations that will help them improve on the 'WHY'.
As one of my colleagues says, 'evidence' can only be delivered when you have 'purpose', and as we live in a digitally connected world an awful lot of that 'evidence' is sought through social media business platform like LinkedIn.
But, when we look to evidence the 'social proof' for many global law firms we find there is simply not enough of that evidence to support any overwhelming arguments that they are doing what they say they would like to.
So, what exactly is it they are looking to do;
Determined law firms (and other sectors) build experiences for their users. Law firms that take a determined approach to digital engagement and have a relentless client focus.
Their successful formula combines two key elements:
Whilst there are many global law firms and other sectors including 'Financial Services' striving to achieve this, sadly there are many that fall way short.
At DLA Ignite we specialise in helping companies and the internal 'Change Makers' deliver on both these points, and I'm pretty sure we can help you as well. We have a tried and tested methodology, we hold you and your colleagues hand throughout, ensuring we not only 'teach' you what to do, we also make sure its firmly embedded into your firms DNA.
We don't do retainers, we are not an agency that creates and produces copy/content or sells ads for you.
We are active 'practitioners' of what we do, we already know and can evidence the ROI of a robust and internally aligned 'Social' strategy.
Part of that evidence it that you are reading this blog, just like many others - including your competitor!
We also don't do outbound pushy, salesy marketing, so if you would like to explore more, please contact the author of this blog.
Determined law firms promote clear purpose. They offer the user informative brand-driven messaging, relevant subject matter and the kind of insight that shows a deep understanding of client issues and interests. This demonstrates the ability to help clients succeed.