Legal Directories: The Legal 500 and Chambers and Partners can really add value to the marketing mix, and provide a decent ROI if done properly. Used as part of a strategic communications plan they can be utilised tactically to support identified goals.
Case study...
A boutique firm wants to undertake more of its most profitable work (why wouldn't it!), and decides to embark upon a campaign aiming to increase instructions from new clients by 25% within the next 12 months. The objective is to position the firm's managing partner as a thought-leader and expert in his/her field.
Tactics could include media relations, a thought-leadership blog, social media, a targeted newsletter, and a refresh of supporting marketing materials. A directory listing in either The Legal 500 or Chambers and Partners could support these tactics in the following ways:
Media relations: if a journalist needs a quote, statistics or spokesperson, they want to know that their source is an expert. Including a directory listing in 'notes to editors' at the bottom of all copy and in email footers/Twitter accounts/LinkedIn profiles gives weight to any claims of expertise.
Blog, website, social media, newsletter: including a directory logo and/or quote on the blog, website, social media and newsletter may prompt visitors to check out the said directory listing, once again providing affirmation of expertise.
Marketing materials: listings can also be used across marketing materials and especially when pitching for new work. Whilst sophisticated buyers are likely to understand directories, and may or may not give weight to them, for some they are a kitemark of expertise. In the worst case, a mention could have a neutral effect.
In brief
If your firm has managed a number of decent matters over the course of the past year, and you have contacts and clients who may be willing to be contacted to discuss your work, then legal directories may be something worthwhile considering. Don't forget - the deadlines are coming around quickly.
How can we help?
Whilst it can be time-consuming to prepare the submissions, it is possible to outsource the process. At LexRex we do this by discussing the matters that can and should be included in the submission, then we prepare it for you. Alternatively you can write the content and we'll provide a reviewing service.
Don't forget that Victoria Moffatt, who leads on directory submissions, is an ex-solicitor so this isn't a difficult process for us. We can also can assist with client/contact liaison for the referee element of the submission. And of course, we support the media relations side of things when the directories are published.
We hope you enjoyed our thoughts on Legal Directories and how they can help to support your communications efforts.
If you enjoyed this post, check out the others on the LexRex blog
By Victoria Moffatt
LexRex is a specialist consultancy providing strategic PR and marketing support to boutique law firms. Our services include media relations, social media support and training, award entries, legal directory submissions and online/offline content.
If you would like to know more about our services, please drop us an email on info@lexrexcommunications.com. You can also tweet us LexRexComms or @vicmoffatt.
LexRex is a specialist consultancy providing strategic PR and marketing support to boutique law firms. Our services include media relations, social media support and training, award entries, legal directory submissions and online/offline content.
If you would like to know more about our services, please drop us an email on info@lexrexcommunications.com. You can also tweet us LexRexComms or @vicmoffatt.
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