We're all marketers now: Engaging clients requires firm-wide commitment (Edge Int'l)


n small law firms, it is not uncommon to hear partners or leaders say, “Damn, we need a dedicated marketing person so we can get some marketing done and can get on with our work.” Or in large firms, “Why doesn't marketing sort that out and free us up to do some legal work?” It seems that for partners, things might be about to get worse before they get better.


Engaging clients today requires commitment from an entire firm (not just the marketing team) - and a different approach and structure for marketing. Law firm leadership - of both small and large law firms must understand:

- Simply adding extra marketing bodies to address things like websites, social media and strategic communications is not in itself enough.

- Clients no longer separate marketing from the practice group or industry sector specialty services we offer - marketing is the service.

- Everyone in every firm now needs to take responsibility for marketing.

- The buying practices of clients are now collaborative - more than ever based on word of mouth, website affirmation and objective advice about law firms that want to form relationships with them - it's now a dialogue not a monologue.

What are the implications of all this?

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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