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Law Firm Marketing, Once a Taboo, Now a Requirement

By Chris O'Brien

In the past, the marketing of a defense law practice was thought to be out of bounds, or at best, an improper use of time and money. Most firms were comfortable with the belief that their good reputation was all they needed to attract clients and continue to be successful. Fast forward to today and you can only draw one conclusion – times have really changed.

Marketing, in the classic sense, is often based upon mass marketing techniques that include advertising, postal mailings, and email blasts to a database list. These "interruption marketing" style methods can be effective if you are targeting a general audience and you are working with a sizable budget. The most effective marketing for a legal practice, however, assumes a different approach, one that is targeted directly at appropriate contacts and delivered with very specific messaging. What is your message?

Today's clients want it all. They want the best lawyers at the lowest rate, with stellar customer service to boot — and in many cases their law firms are delivering. Advancements in law office management technology, including case management software, have given firms the ability to respond to customer needs quickly, in ways that were not possible previously. With a legal practice management system, customer-centric law offices can leverage automation technology, collaboration tools and consolidation of data to better service clients and discover new business opportunities.

Any attorney knows it has become increasingly competitive to acquire new clients. Taking great care of the ones you currently have is more important then ever. The fact is that if you are not taking care of your clients to the level they expect, someone else will. Case management software can play a major role in ensuring your clients' needs are met quickly and effectively so you can retain them well into the future.

Many of your peers are spending more time selling their business than practicing law. And quite often their message is not about how well their firm can write a brief, argue a motion or win a case. More and more, it is about the business case for why their firm should handle their legal work. These firms are being very aggressive with rate structures, fixed fee billing and establishing creative fee arrangements. They focus on working files more efficiently, providing real-time updates and reducing expenses for their client. Practice management technology, and specifically case management software, helps them accomplish this.

Firms that have adopted case management software systems are using the implementation of new technology solutions as a way to reconnect with their clients and discuss how these solutions will allow them to provide better service. In many cases, these firms are inviting their clients to participate in aspects of the implementations to be sure the process and procedures are set up properly to meet the client's requests. Scenarios such as this allow you to connect with your client and show your desire to work with them not only now, but long into the future.

Today's law firm clients are a whole new breed. The highly competitive nature of the legal services market has created an increased demand for better customer service and an increased awareness for satisfying client needs. The firms that will rise above and meet those demands are the ones that are best equipped with new technology. In many cases, sophisticated practice management software will be at the core of their undertaking.

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Learn more about how Client Profiles Case and Financial Management solutions can provide real value to your practice. Schedule a demo at www.ClientProfiles.com/demo.asp.

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