As an agency that predominantly works with professional services and B2B industry clients, it is not uncommon for clients to come to us with a view that that their business is difficult to market in today’s aesthetically driven and sensationalised world. After all, for professional services firms – particularly legal practices – truth, integrity and a professional business persona are prerequisites of developing a trusted business practice. Moreover, with strict advertising regulations in place for legal professionals, out-of-the-box marketing tricks are not always a feasible option. So, in today’s digital advertising market, how do corporate law firms compete with their counterparts and put themselves in the limelight? 1) Employee Advocacy Though the phrase ‘the whole is greater than the sum of its parts’ is largely true when describing businesses, law firms and barristers’ chambers are a good example of where individual success and performance can be paramount to overall firm or chambers reputation – or at least can play a significant role in defining the latter. Employee advocacy essentially describes the use of employees to promote a business. Individual rankings on Legal 500 and Chambers and Partners are a clear example of where legal organisations understand the importance of individual performance, so to this extent, employee advocacy should not be an entirely new premise. However, using employee advocacy to leverage the power of social networks (such as LinkedIn) is not something that we see regularly implemented by law firms – and should be a priority for 2023 marketing strategies. Whilst posts published directly to firm pages on LinkedIn may reach a relatively limited audience of followers, posts shared or published by multiple employees and engaged with by their respective connections can have a huge impact on overall reach and engagement with a piece of content. Nonetheless, it is no secret that lawyers – in particular, commercial lawyers Tips to Market a Corporate Law Firm Tom Keya Founder, Soulh 71-75, Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ www.tomkeya.com Special Feature Legal services is a venerable industry, but traditional methods of marketing no longer yield the same returns i 2022 as they once did. Nowadays, firms must be savvy and focused on their customer profile in order to secure business. Below, Social Chameleon director Jemima Myers lists five of her own top tips for marketing a corporate law firm. 32 LAWYERMONTHLYOCTOBER 2022
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