Hey, Where’s the Competition?

With the start of a new year, it is always a good idea for attorneys to stop and size up the competition as they develop a marketing strategy for the year ahead. We all know that in the practice of law, lawyers compete – in the courtroom, in negotiations, and with other firms for new business. But who are their real competitors in the realm of legal marketing? Are they "all of the above?" Not necessarily. And how can attorneys use marketing and PR tools to stay one step ahead of their competitors?

More than just the usual suspects – The courtroom and the negotiating table are not necessarily where the competition is when it comes to legal marketing efforts. Instead, analyze which firms are winning the business you want, and which attorneys are regularly quoted in news articles on the legal topics that you actively follow. How did the firm or practice position itself to win the business? How are the attorneys quoted, and what kind of information are they providing?

Look to the game-changers – In today’s cutthroat, lightening-fast world, those who embrace change and new ways of doing business will win. As Lester Thurow, former dean of the MIT Sloan School of Management said, “A competitive world offers two possibilities. You can lose. Or, if you want to win, you can change.”

How to win – Study the game-changing firms or attorneys who are embracing technology, social media and other “new” tools. They should clearly stand out because there are very few of them. Don’t rely on the same marketing tactics you used ten years ago. Whether it’s creating a LinkedIn or Twitter account, hosting your first webinar, or even contributing a post to a firm or industry blog, make some small changes, keeping in mind that any change is good.

Avoid overexposed attorneys – You may be tempted to look enviously at attorneys who seem to be all over the blogosphere, in pay-to-play rankings or advertorials, or in one particular media outlet, in overkill fashion. Don’t. Law firm marketing is not a sprint. It is a marathon. Your image can’t be built overnight. And just like the best runners, you need to pace yourself, stay on course, and visualize the goal in order to obtain it.