Today’s online economy constantly pushes the bar higher for law firms. While many traditional challenges remain, such as developing a trusted reputation and attracting clients with high-value cases, new issues arise when talking specifically about brand, digital and marketing. So why is storytelling the future of marketing law firms?
When it comes to attracting new clients online and growing your client base, law firms must find a way to position themselves and their websites in a way that stands out from competitors—namely by achieving higher rankings in the search results.
Here are the three most significant marketing issues that law firms face today:
- NICHE-SPECIFIC MARKETING
Challenge: Law firms come in all shapes and sizes. You’ve got the small boutique firms, the big corporate giants and everything in between. Some firms focus exclusively on certain practice areas such as personal injury law, family law, tax law or criminal defence, while others take a broader approach by accepting most types of cases.
So how can lawyers target the right audience based on what cases they want?
- FOLLOWING UP WITH LEADS
Getting qualified leads is hard enough, but converting them into paying clients is an entirely different story. On average, it takes a law firm 6 to 8 “touches” to close a deal and sign a contract. Legal practitioners must stay on top of their game at all times and constantly be in touch with their leads. A dynamic and robust CRM (customer relationship management) system can be an essential tool for helping firms better manage clients, work and priorities.
- KEEPING UP WITH COMPETITORS
In the modern legal world, competition from other law firms is inevitable. As a result, many lawyers and firms have trouble keeping up with their competitors—particularly in the digital marketing space. This is partly because it’s easier for prospective clients to shop and compare online through various legal directories. As a result, many lawyers are unable to keep up with the latest trends and technology that could give them just the edge they need.
Lawyers are experts in legal matters, but most don’t have the time, energy or desire to master the nuances of branding and marketing. It’s easy to get behind in marketing and social media efforts.
So where does brand Storytelling come into helping the branding and marketing of law firms?
In today’s fast-paced, automated, and digitally-driven society, humanity is becoming the new premium. The internet constantly rewards us with convenience and instant gratification, making the human touch increasingly more scarce and desired.
In this environment, businesses can no longer afford to be faceless entities. To survive, firms need to connect with audiences, pull at their heartstrings, and engage with them on a much deeper level than seen before. That’s where brand storytelling comes in.
Brand storytelling is the cohesive narrative that weaves together the facts and emotions that your brand evokes. In addition to giving your customers reasons why they should engage your service, firms need to start sharing the story behind their brand, why it exists, and why this matters, consistently across all communication.
Brand storytelling is no longer ‘nice to have’. It will ultimately maximise your business’s visibility, profit, and impact. Treat it as a compass for your marketing strategy, and the result will be a brand that is as profitable as it is engaging.
It’s a crowded marketplace out there: there are tens of millions of content being created, and even more, being shared every day. Firms are spending a lot of money worldwide fighting for seconds of attention from audiences that are being bombarded with similar messaging. The internet has democratised marketing by making it accessible, but in the midst of this, it’s also made it very difficult for quality brands to stand out.
It’s not enough to just have a quality service, you need to know how to talk about it in a way that differentiates you from the crowd.
Instead of throwing facts, statistics, and testimonials at your audience, focus on making your brand thoughtful, memorable, and real. Wrap your message into a story that transports people, simplifies information, and provokes an emotional response. Use narrative to share your brand’s history, challenges, successes, and value propositions. Remember that no other brand can copy your story.
Storytelling will not only increase your brand favourability in your audience’s eyes, it has been shown to be up to twenty-two times more memorable than facts.
What do you want to be remembered for? What is the message you want to transmit to your audience, and what do you never want them to forget? Consider the emotion you want to evoke in your audience every time they interact with your brand. Your audience may forget what you say, but they will not forget how you made them feel (which is important because emotions drive to purchase more than logic).
When crafting your messaging, think about what your audiences truly need from you (in addition to a service). Think about what emotions, values, and ideas you can offer your audience. What do you want them to walk away feeling when they interact with you? What sort of value are you offering them every time they engage with your content? What does your brand mean to them, beyond what you’re selling?
Use your story to create a deep emotional connection: start conversations, ask for engagement, involve your audience in what you do as a firm. Once your audience knows, trusts, and likes you, they will more likely buy from you. At the very least, you’ll have created relationships with people who will become advocates for years to come.
In today’s day and age, marketing is no longer the key competitive differentiator. Consumers are increasingly demanding for firms to prove how their efforts are making an impact, supporting a cause, and achieving results beyond just profit. Ironically, knowing that a firm cares about something other than their own profit is the incentive that consumers need to buy more.
So, how to make your brand more human? Storytelling, the most ancient and powerful tool for effective education. We are genetically wired to love and respond to stories, and a memorable brand story is exactly what people need to feel connected to your business, have a lasting positive impression of who you are and what you stand for, and become loyal clients.
Create your story and engage with existing and new audiences and clients. We can help you create and communicate YOUR story.