Law Firm Marketing in 2018 - LMA Tech West Q&A with Ryan King

by JD Supra Perspectives
Contact

[The second in a Q&A series featuring LMA members, how they see the market today, and how LMA Tech West keeps them at the top of the pack.]

Ryan King, Director of Communications at Ogletree Deakins, is excited about the state of legal marketing technology. He predicts 2018 will be the year for strategic content, continuing investment in content and related technology, and increasing sophistication in how firms deliver content and technology to clients.

Q: Tell me what 2017 was like for you.

A: I saw a spike in adoption rate almost everywhere I looked. Many firms are buying in right now, whether that’s in content, new mediums, marketing automation, or an immersive digital and website experience. We’re experimenting and, in most cases, it’s working. People understand that engagement is the name of game; it’s not just followers and likes.

Firms continue to move beyond vanity metrics and focus on engagement metrics. Firms are learning that engagement is easier to uncover, track, and measure. This has them moving more to digital marketing, using acquisition, conversion, and retention strategies that create metrics and produce meaningful business intelligence.

I feel like marketers, their firms and attorneys, all “get it” and have moved from basic, 100-level tactics and graduated to 200-level, 300-level material and thought. We’re far from mature, but I’m seeing progression in many places across the Am Law 100 and 200. I must give big kudos to LMA for seeing this, too, and creating its Marketing Technology SIG. 

Q: Are you seeing increased investment in content and marketing, and particularly in martech (marketing technology)?

A: Yes, most definitely. More firms are investing in proprietary services and reports. Firms either sense or see that their bread and butter work is continuing to be squeezed by factors like rate pressure, alternative legal service providers, and/or work going in-house. They are investing in technologies to stem this tide and enable themselves to create and deliver more value.

Firms can then focus more definitively on enhancing their ability to pursue and retain higher rate work and minimize the risks on the types of work that may be considered more of a commodity. Firms are working more with tools, including predictive analytics, AI, and business intelligence research tools. Firms are seeing the value proposition in martech, more so now than ever before. They realize they can enhance how they produce value for their clients by investing in technology.

Q: What does this mean for law firm marketers?

A: It emboldens us. It’s incredibly exciting! We’re rapidly moving into territory we’ve long admired and that many professionals outside of legal have experienced for years. It creates an entirely new realm where we can market. It strengthens our brands, bolsters what we can deliver to our firms, and will create an entirely new generation of law firm marketers.    

Q: What do you see on the content side?

A: Firms are developing content strategies much more frequently and are effectively targeting buyers with solutions to specific issues. They are focusing their content development by owning certain issues, creating subtopics, and dominating those issues by showcasing their knowledge and solutions.

They are smarter about content velocity, meaning they are not producing copious amounts of content, but only what’s necessary and, most importantly, valuable. A spray-and-pray approach still exists in our marketplace, but it is much more refined now, as firms adopt niche practices and see the benefits of strategically producing niche content. A terrific example is firms that produce reports around a specific issue, along with related, supporting content. 

Q: What about digital marketing?

A: Firms have become more receptive to digital marketing tactics, but there are a handful of firms leading the pack. Prospects will research your firm and its attorneys online some 6-7 times before they include your firm in a pitch or RFP. Your content should live in places where those buyers will see it, and firms should be smart about where they publish it.

Anything in the digital realm can be measured, and marketers as a whole, I hope, are ecstatic about this...

Anything in the digital realm can be measured, and marketers as a whole, I hope, are ecstatic about this. Digital marketing is transformational for legal marketers and law firms. A strong understanding of digital marketing helps us to be more proactive and strategic. When lawyers see that we understand how digital marketing impacts the business, they will let us in even more. 

Q: Are we entering a possible golden age for legal marketing?

A: So many things point to “yes,” and I sincerely hope so. Marketers are better positioned to drive revenue for their firms, through innovative campaigns, new technology, and the continued, dramatic rise of alternative legal service providers. Digital marketing tactics and service providers enable us to be much more proactive and strategic. We have a strong and deepening collection of thought leaders in this space who are performing cutting-edge work. I want to recognize our pioneers who have been in this space for some time. Your contributions are paying off, and we’re very thankful for that! I’m excited for 2018!  

*

Ryan King leads a workshop at LMA Tech West on Jan. 31, “How to Use Technology to Leverage Content Within an Integrated Communications Strategy.” Find more conference information and registration here. Ryan can be reached by email at ryan.king@ogletree.com and on Twitter, @RyanATL

Written by:

JD Supra Perspectives
Contact
more
less

JD Supra Perspectives on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.