10 Ways to Differentiate Your Law Firm

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A new year means new opportunities for your law firm. New clients, growth and expansion are just a few of the goals you may have, but how can you position your firm to achieve them? In-house counsel have countless options to choose from when seeking legal counsel. This means your efforts should be focused on getting in front of your clients and prospects as much as possible so that you are the first firm that comes to mind each time a need arises. Achieving this status may seem like a fruitless practice if you’re starting from scratch, but it’s actually more attainable than you think. If improving lead generation and building better brand awareness is top of mind for you in the new year, take a look at our list of 10 ways to differentiate your law firm. 

1. Start a Podcast

When done correctly, a podcast can be one of the most effective ways for your team of attorneys to establish themselves as thought leaders in your industry. As you venture into the ever-growing world of podcasting, it’s important to remember that the goal of this practice is to provide a valuable resource for your target audience. Your team of attorneys knows their business better than anyone, so use that knowledge to provide answers to the most common questions you see rather than just discussing random legal topics. Whether you record a short episode of 10-20 minutes or longer than an hour, having your attorneys consistently sharing their knowledge and experience is the key. 

2. Record Live Videos

Much like a podcast, live videos are a great way for your firm to communicate to its target audience while also encouraging engagement. While there are different streaming software available that would allow you to broadcast your video directly on your website, the easiest way to record live video is through Facebook. Assuming you already have an established following on Facebook, the use of live streaming allows you to discuss a topic of interest for your target audience. With comments available on every Facebook Live segment, your firm will also be able to answer any comments or questions to engage with your followers during the recording. 

3. Reinvest in Your Clients

Obviously every firm welcomes the opportunity for new business, but it should not come at the expense of your current clients. Maintaining and continuing to grow those relationships you already have is equally as important. As they engage with others in their area, your clients can become a valuable tool for generating new business. There’s no better source to provide a recommendation for your firm than those you have already represented. Kick-off the new year with a hand-written note or a face-to-face interaction with your clients to reinforce your commitment and promote a continued relationship. 

4. Hold an Educational Seminar

It’s safe for your target audience to assume that an attorney at your firm is an expert in their field, but a seminar or other speaking engagement is your opportunity to prove it. You know your prospective clients and the questions that they are asking, and an educational seminar allows your attorneys to showcase that authority and differentiate themselves in an uninterrupted setting. Also, it’s highly unlikely that they’ll find anyone in attendance that doesn’t want to be there, so they’ll be delivering the message to an ideal audience eagerly awaiting to hear it. 

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5. Start a Blog

Content marketing is your firm’s tool to build your brand, generate leads and separate yourself from the ever-expanding pool of other firms, and no content marketing strategy is complete without a well-published blog. When it comes to utilizing a blog to differentiate your firm, search engine optimization, or SEO, is your most effective tool. By including distinct keywords and phrases in all of your blog posts, your firm will ultimately achieve a higher ranking on search engines like Google, Bing and Yahoo. With proper planning, a blog can be one of your firm’s most rewarding practices. 

6. Identify and Share Your Stories

Showcasing your attorney expertise in the legal field is obviously important for your firm, but storytelling should not be overlooked in the process. Identifying and telling your firm’s stories allows you to share important information like how your firm came to be, what motivates and drives your attorneys and how they are making a difference in their local community. This practice is less about selling your services and more about building rapport and trust with your target audience with the use of engaging content. Storytelling is more casual and conversational, lest it be interpreted as just another sales pitch. 

7. Update Attorney Bios

In preparation for a meeting, it’s likely that you’ve searched for someone online or via Facebook that you were getting ready to meet for the first time. The same is true for your attorneys and their clients, which means a strong bio identifying your attorney’s practice expertise is much more likely to gain the business. Storytelling definitely comes into play here, as you’ll want to balance your education and practice area focuses alongside other content of interest that showcases your level of expertise such as published blogs, news articles, media releases, etc. 

8. Conduct an SEO Audit

An SEO audit is arguably the most influential way to differentiate your law firm this year. All of the content that you have produced or will produce is useless if it doesn’t reach your target audience. An SEO audit is essentially a report card for your website, grading it based on its ability to show up in search engine results. An extensive SEO audit will reveal the strengths and weaknesses of your firm’s website, allowing you to compare yourself to your competitors, determine any changes that need to be made and adjust your data accordingly. 

9. Philanthropy

Giving back to a nonprofit or local organization is a rewarding experience for your entire law firm and it’s a great way to show investment in your community. Is your firm actively involved in any volunteering or pro bono services? If so, why are you doing it? Every law firm can choose to give money or volunteer hours, but the real differentiating factor is identifying the why behind what you are doing. If you plan to initiate philanthropic efforts as a part of your new year goals, make sure you’re backing it up with a clear vision. Being more purposeful about your giving will not only prove to be more impactful to your clients and peers, but it will encourage your attorneys to become leaders in the firm’s mission. 

10. Social Media Strategy

As we all know, social media has completely engulfed our personal and professional lives. If your firm doesn’t have a social media strategy that is engaging, consistent and planned, there’s no better time than the top of a new year to get started. Whether your firm is active on Facebook, Twitter, LinkedIn or any other social media platform, review what you’re doing and how you’re engaging with your target audience. Analyzing what worked and what didn’t work in 2019 will bring to light any changes you need to make in the new year, as well as any practices that should be repeated. Key factors you should note during your content audit should include the tone, overall message and whether or not it’s leading clients or prospects to action. Once you’ve gathered all the information you’ll be more equipped to start building a successful content marketing plan

SAME process. Unique results.

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services.

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Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.