If you’ve spent any time working in or consulting with a digital marketing agency, then chances are you’ve heard the term “digital transformation” thrown around a lot. The phrase is something of a catch-all for agencies that are looking to break free from the old ways of doing things. The phrase is used to describe everything from the process of updating an entire website to the implementation of a more effective email marketing strategy.
In essence, digital transformation means a law firm rethinking the way it approaches its business. The end result? To succeed in an ever-changing legal market, law firms must adopt strategies that will help them achieve their firm’s success. So, how do you go about digitally transforming your law firm?
Around a third of people exposed to traditional marketing methods don’t actually take any action because they’re either not interested, or they don’t feel like they have a chance of success. The vast majority of those people, however, are inclined to take action if they receive information from a company that’s relevant to them. That kind of targeted marketing, and that kind of digital transformation, starts with a marketing strategy that’s centered around using digital platforms and technologies that reaches prospects where they are in their information-gathering journey.
The key to any successful marketing strategy is understanding who your audience is, and what they need. Once you’ve nailed down who your prospective clients are, you’ll be able to start tailoring your marketing strategy to create a relevant experience that gets them to sign up for your legal services. The first step in defining your “buyer or prospect” persona is to conduct market mapping. This will help you identify the kinds of people that your business is trying to reach, and it will inform the next steps in your marketing strategy. Once you’ve identified your “buyer or prospect” persona, the next step is to start thinking about how you’ll reach them.
As the marketing strategies of companies like Amazon, Apple, and Google have shown, there’s a clear path to success when you use data to guide your marketing strategy. To start setting yourself up for success, you’ll want to make sure that you’re tracking all of the data that matters to your business. This will help you identify your key metrics, and it will help you identify any trends in your data that you can use to guide your strategy.
Additionally, you should be using data to help you guide your strategy for your “buyer or prospect” persona. If you’ve been conducting market mapping, you should have a pretty good sense of who your best prospective clients are. Once you have that information, you can start tailoring your marketing strategy to help you reach them. This can range from the design of your marketing materials to the kinds of content that you choose to create.
Outlining your business model is a key first step in outsourcing non-core services. This will help you identify which parts of your business don’t fit with the way that the rest of your business is structured. Once you’ve identified your non-core services, the next step is to find an outsourcing partner. You should be looking for a partner that can help you implement the processes that you need to outsource. This includes the automation of the processes that you’re trying to outsource.
Another key part of a successful marketing strategy is the implementation of robot process automation. Essentially, robot process automation is the automation of the non-core processes within your business. And, in the context of a law firm, this is particularly important. As a business that deals with a wide range of clients and matters, a law firm will have a wide range of processes that need to be automated.
One of the most important parts of a successful marketing strategy is the implementation of a central hub for your firm. Essentially, a central hub is a central location where all of your marketing materials are hosted. The central hub for your firm serves two main purposes. First, it provides a single location for your team to post all of their content. This ensures that your team has a central location to post their content, and it ensures that they’re posting content that’s relevant to your buyer persona. Second, it serves as a single location for your team to post their digital offers. This includes your digital marketing materials as well as your digital offers.
In a fast-moving legal market, law firms must transform with new trends and technologies in order to stay ahead of the game. In order to succeed in this new and ever-evolving market, law firms must adopt strategies that will help them achieve their success. So, how do you go about transforming your law firm?