Lawyers can work smarter not harder
The likley impact of the Legal Services Act 2010 will result in a move to niche marketing for lawyers in thousands of firms as they strive to compete with the big brands.
A fascinating debate on the subject of niche marketing for lawyers unravelled on Linkedin this week (The Law Gazette Group) and contributors included Craig Holt, founder of QualitySolicitors (of WHSmiths collaboration fame); marketing specialists evangelising about the opportunities ahead and, of course, the practising lawyers many of whom feel they can't possibly be any better at what they do because they already deliver a quality service and work all hours God sends!
While I completely understand their initial frustration, I can't help but think some solicitors are missing the point. Beating the big brands isn't about working harder, it's about working smarter.
I am convinced that smaller practices will thrive if they tap into lucrative niche markets and offer a wide range of specialist services for the markets they serve. They need to become the 'one stop shop' for their target audience and offer core and additional services.
These additional services can be provided by third parties so they don't involve more work for the solicitor. When it comes to niche marketing for lawyers I use the example that I know inside out and that is 'commercial employment law' and so the obvious choices for that type of practice would include legal expenses insurance, HR web services, HR consultancy services and so forth. There is revenue to be earned from adding these services with the help of trusted partners plus the lawyers who provide them win the loyalty and respect of their clients because they demonstrate that they understand, and cater for, their needs.
Tags: Niche Marketing, Products & Services, HR Web Service, Relationship Building, Linkedin
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I recently spoke with Lara King of BBC Radio Humberside on the subject of Employment Law. Click on the Play button, above, to hear the interview.