Lawyers urged to be 'cuter' on social media to reap rewards for firms

Social media, cross-selling, and local reputation are necessary for legal businesses to effectively market their wares to potential clients, lawyers have been reminded.

At a roundtable by First4Lawyers to launch the Legal Marketing Network UK, a LinkedIn network created by the marketing collective, delegates were told how to successfully attract and retain clients.

Dan Clark, marketing director at Manchester firm JMW, explained how integral social media has been to the practice, with the benefits of distributing news and advertising on Facebook highlighted as being substantially cheaper than traditional pay-per-click (PPC) adverts.

Clark also pointed out that, for some group actions, firm clients had created Facebook pages and 'started championing us' of their own accord.

In addition, Clarke said that by being 'cuter' firms can use social media advertising to target the employees of a particular company against which a group action is being built.

While negative comments on social networks remain a concern, speakers gave examples of how clients had been turned around online, with the benefits of that spreading into their networks.

Qamar Anwar, managing director of First4Lawyers, stressed the effect of costly PPC enquiries.

'It's just squeezing the market,' he said. 'Lots of firms have tried to go for the full approach in terms of going after the main keywords, but they find that they run through their budgets very, very quickly because the cost per click is so high.'

Huddersfield-based Eaton Smith partner Anne Pendlebury said managing customer relations and cross-selling were vital for firms.

'We want to work with our clients at each point in their lives: doing their will, buying their house, whenever they need advice,' she added.

'I'm a notary as well and able to offer services as a company lawyer - it's really great to say I can offer this service. Anybody who doesn't think about all the services their existing clients need is throwing away money.'

Nick Symington, business development director of Langleys, advised that local reputation remained key to retaining clients.

'There is more of an emphasis on the local presence, particularly for private clients when it comes to agriculture matters and wills and trusts advice,' he said.

While some agree that the 'personal touch is what will keep lawyers in business', Clark warned of future market changes.

'The high street presence is still important now,' he said, 'but will it be in five years' time, when clients want instant advice and access to expertise?'

Speaking after the event, Anwar remarked: 'One of our participants said he was about to pull his firm's longstanding advert in the Yellow Pages, and that demonstrates how marketing has evolved.

'In marketing, as much as other aspects of the law, the old certainties are disappearing and new ways to operate are being developed all the time.'