Heading into 2021 we are right off the heels of Google’s December Core Update and with the Core Web Vitals being introduced as ranking factors in the spring, it is shaping up to be a very exciting year for search! While we have not published this information, it helps us to better understand the profession, provide context to our rankings and drive change. These social media platforms provide marketers with real-time data to analyze so that changes can be made to creative or copy on active campaigns. Jennifer Evans Executive Legal Recruiter/Co-FounderAccess Talent Solutions, LLC. Lynn Foley, our CEO, recently had the opportunity to chat with the founders of the Legal Slant podcast, Jessica Jaramillo and Vanessa Vines Petrea about mental wellness in legal... Read more, Top Trends for Law Firm Marketing in 2020 and Beyond Every year, we reach out to a select group of experts in legal marketing, business development, and tech to ask... Read more, Forward-thinking legal marketers and lawyers are beginning to address the issue of law firm web accessibility while non-profits and disability advocates have long made securing an accessible internet a... Read more. This is a significant advantage over traditional media like television and billboards as making changes to these campaigns takes more time and resources. The introduction of the Core Web Vitals (CWV) metrics into the page experience algorithm will also be important for legal sites. The speakers agreed that it was important for law firms to keep on top of the latest technology and use it where possible to boost the efficiency of their processes. While digital platforms and tech offer exciting opportunities, it’s the energy, enthusiasm, and ingenuity of people—and the strength of the relationships forged—that are the surest sources of success. (Really!) This year, Canadian firms were featured for the first time as part of our North America Diversity & Inclusion awards, which were held virtually on September 24. With Partners forced to work from home, decision-makers experienced how the right tech dramatically impacts efficiencies and service delivery. A “We’re working on it” response no longer satisfies your audiences, including media, clients or the general public. Track: Speaking of engagement, integrating CRM marketing automation tools will provide marketers with the metrics needed to provide content that is relevant to contacts. For example, while the economic consequences of a Corbyn-led government in the UK could have been negative, a programme of renationalisation would have generated a huge amount of legal work — with new deals to be negotiated, old ones unpicked and litigation possibly arising as a result. On how to succeed in a global law firm, Luckman kicked the advice off with: “Be resilient. We also use third-party cookies that help us analyze and understand how you use this website. Every individual who touches the firm has the opportunity to be a supporter or a detractor – all are keepers of the brand. In return, firms will have a higher expectation from the BD professionals they hire. Even if President Trump wins a second term, such thinking is bound to have an effect amid concerns about growing inequality. We’ve pulled out their best bits below. Law firms have breathed a collective sigh of relief for making it through 2020. Our in-house individual award was received by Julia Shin Doi, General Counsel and Secretary of the Board of Governors and University Privacy Officer at Ryerson University, and our in-house company award was received by RioCanREIT. That sort of engagement in turn provides unprecedented insights for marketers. Related: 2021 Insurance Trends And Possible Challenges. You get out what you put in so graft hard so that you can learn and develop.”, Aspiring lawyers must enter the profession with their ?s open, advises Gowling WLG Trainees partner Michael Luckman. As a bonus, good scores on these metrics also naturally improve your mobile page experience for users, which again, should result in higher conversions. Firms learned that regardless of the uncertainty that still lies ahead, they can survive and possibly thrive in a pandemic and post-pandemic world. I’m hoping it’s because I’ve been spreading the good word on the benefits for our greater community over the past few years, but I’ll admit that this sudden uptick might have something to do with those fines. One personality trait all solicitors need to succeed is empathy, explains Ropes & Gray private equity partner Philip Sanderson at a recent Legal Cheek event ?️, Posted by Legal Cheek on Thursday, 12 December 2019. The other speakers agreed, emphasising the importance of law firms “keeping an eye on the horizon” for the impact of any major events on their clients. COVID-19 Challenges: Keeping Law Firms Going Amid Uncertain Times. I expect a return to the office hybrid schedule where people will be working within the office part of the week and other days from home. There are two easy things marketers can do to ensure successful outreach: 1. Enter the SQE, which will allow students to work for law firms or potentially in law clinics and flexibly study towards qualifying as a solicitor at the same time. Gowling WLG partner Michael Luckman told the audience that he is “planning for slow growth rather than a recession”. By Lynn Pollack | March 10, 2021 at 06:35 AM Topics: COVID-19, ILTA, Law Firms, Legal Innovation, Legal Technologists, Legaltech, Talent Development The COVID-19 pandemic is forcing changes in the way the world (including the world of business) works to such a degree that the effects are sure to extend far beyond … Run fire drills, check the equipment and, as firefighters preach, know two exits out of every room. This has been a pretty constant theme over the past few years. In Canada, the Accessibility for Ontarians with Disabilities Act (“AODA”) enforcement of web accessibility at a WCAG ‘AA’ level came into effect on January 1, 2021. The business provides coaching to leaders in law firms to help them manage the pressures of working in legal practice and sustain a healthy working environment and retain talented people. In the United States, the Trump administration had a decidedly hands-off approach to the enforcement of accessibility compliance within the bounds of the Americans with Disabilities Act (“ADA”), announcing early on that the Department of Justice (“DOJ”) would place enforcement to “inactive status”. Necessary cookies are absolutely essential for the website to function properly. The message that you show target audiences should be specific to what business issues … This January, I’ve received more questions about how this past year, 2020, will impact hiring decisions. CRM platforms that afford easy-to-use marketing automation will be the product of choice in 2021. Have the spokesperson trained. By Jennifer Evans, Executive Legal Recruiter/Co-Founder, Access Talent Solutions, LLC. Many contributors point to the ever-increasing prominence of digital in law firm marketing. As we head into 2021, the talk is now about upgrading talent and enhancing technology and services. Lack of productivity is no longer a reasonable argument; individuals have proven otherwise. Pricing is different than pay per click campaigns and has been fluid as Google continues to test this product. This category only includes cookies that ensures basic functionalities and security features of the website. Cheers to connecting with more clients in 2021! In 2020, as many people were quarantined at home and unable to do full studio production, video surged. Ropes & Gray’s Phil Sanderson, the co-chair of the global private equity transactions group at his firm, has been at the heart of the action, acting on some mega deals over the last few years. Be ‘passionate’ about your work, says Bryan Cave Leighton Paisner Graduates partner Mark Richards. Much of this challenge, he added, involves “people-led project and process management” rather than further innovation through technology. As Coker Law celebrates its 45th anniversary, the Business Journal sat down with Shareholder Daniel Iracki to talk about the law firm's growth and the pressing issues facing … Are you looking to stay ahead of the curve? Local Services Ads appear at the top of search results above pay per click ads and are highlighted as Google Guaranteed businesses thus giving businesses more credibility in the mind of the consumer. Time Always Mattered, but Never More so than Now. Also reflecting back to look ahead, Jennifer Evans considers how 2020 will impact the legal marketing hiring forecast in 2021. As we headed into Q4, the majority of my Zoom calls were filled with clients reporting historical numbers and business development leaders stating they were busier than ever. Investment in new business development technologies is also expected. ‘The alarm clock will go off, it will go off early, and if you’re not enjoying what you’re doing, you’re going to find it really difficult.’ ⏰ #lccareers, Posted by Legal Cheek on Friday, January 17, 2020, The message from the speakers was that however things play out, there will be opportunities for lawyers. For example, ContactEase officially became a HubSpot integration partner in late 2020. Additionally, integrations with the financial system will help firms round out the client profile stored in the newly reimagined CRM. Photo: iStock. Aligning client communication preferences and building out relationship profiles will ensure lawyers are communicating the right message, at the right time, to the right person. Meanwhile, the UK's legal profession is currently facing some major upheavals. He recalled: “During the Dotcom boom and bust there was a reduction in training contracts which created a long-term problem for law firms not being able to hire at a certain level successfully both organically and laterally. By determining exactly what searchers are looking for with their legal queries, and then producing best of its kind content to answer that question, you will have satisfied visitors to your site, and by knowing what most likely brought a searcher to your page you can target your calls to action appropriately! Anyone with a smartphone has the potential to be a “gotcha” journalist, and the public’s ability and eagerness to hit “record” has never been more acute. Look for vendors utilizing cutting-edge platforms to enhance contact management. Aligning firm contact data by industry and practice group, allowing for segmented outreach with measurable results, can be easily achieved with minimal lawyer effort. That’s because these trends were grounded in sound marketing fundamentals and good business sense. If these ads are not available in your market yet, you can still complete the application and be notified when they are launched. Everyone was more empathetic and open to different circumstances, like not being in an office, a dog in the background, a toddler crying. We can expect to see expanded use of integrations to support this right-sizing of communication. These metrics look specifically at how well the user experiences the page on mobile. Plan: No matter a firm’s size, putting a data management plan into place will reap numerous benefits. “Be curious. Leveraging Resources for Intentional Coaching & Support. Plan for mini-crises in advance and revisit the plans routinely and in the face of newly emerging reputational threats. Thanks to all of the experts who shared their insights on legal marketing trends. They should build scenarios to understand their positions and near- and midterm imperatives. Just as many contributors describe vital cultural shifts in the legal industry. As firms create an impactful DEI strategy, innovative legal marketing teams have begun to embark on this collaboration, pushing past simply looking at the composition of pitch teams to creating meaningful key performance indicators (KPIs) around the impact DEI has on brand management and revenue generation. Get More Information General Counsel Summit (GCS) 2021 Event For legal sites, this means that some of the “older” SEO techniques that we see on a lot of law firm sites, such as churning out new blog posts every week, and indiscriminate link building, will continue to have depreciated value. How long does it take for the main content to appear? 3. Artificial intelligence is no longer a science fiction pipe dream – the SRA suggests that AI has the potential to increase business efficiency for both law firms and their clients. Let’s take a look at some of the most relevant topics of the year. Commercial awareness is as much about being switched on to the issues that affect law firms’ businesses as it is about understanding those firms’ clients. #lccareers, Posted by Legal Cheek on Wednesday, January 15, 2020. So, I have decided to do a summary and quick write-up on why I think the Technology Revolution is one of the main challenges facing commercial law firms today. Legal marketing leaders who can influence and help navigate client conversations and structure of services will be in higher demand. 2020 was a year that showed progress by moving conversation into action, resulting in both internal and external demonstrations –allocation of additional internal resources, external statements and community donations – raising awareness and claiming stake in the active process of being a part of the solution. One of the most important factors is the introduction of cheap, DIY legal services that are driving potential clients’ cost expectations and the perceived value of legal expertise down. Regardless of any attempts to explain, qualify or present the true and legal facts, this “visual evidence,” clickable on the internet and reviewable at will, becomes the basis for the viewer’s knowledge (belief) about what occurred. In a fast-paced, information-soaked environment where perception can sour in minutes, clients and law firms can be greatly damaged by unchecked misinformation or mishandled responses to crises. This two-prong strategy more deeply examines the drivers of engagement, furthering necessary conditions like psychological meaningfulness, safety and availability. When a crisis hits, the ability to communicate with these stakeholders is critical – but the speed and sequence of your communications can be the difference between marshalling an effective response or fanning the flames. Sanderson noted that “deals keep being done”, despite growing political uncertainty in major Western economies. During this time, some sectors, such as private equity, have performed notably well. He recalled that as a junior lawyer he had kept his passion burning during the “boring stuff” by “understanding the processes and why you’re following them so that you start to grasp the bigger picture”. This allows marketers to not only home in on specific geographic areas but also find potential clients with particular interests or behaviours to match up with ideal client personas. I say, “digital accessibility” and not simply “web accessibility” because, as a community, we need to be looking at accessibility in the broadest possible sense. ... Mar 6, 2021, 01:10am EST. Based on the lessons of 2020, law firm marketers are well-positioned to take a leadership role in planning for a potential law firm reputational crisis. This is why a prevention/preparation strategy needs to be paired with effective mitigation tools. Indeed, he noted that events like Brexit “can actually be a driver to get things over the line” before the next deadline imposed by politicians. Phil Sanderson, co-chair of the global private equity transactions group at Ropes & Gray After the slog that was 2020, it’s a rare lawyer or law firm that doesn’t have a crisis communications pro on speed dial. Deregulation of the solicitors’ profession Law firms generally have many employees beyond the lawyers who maintain relationships with their clients, as well as service partners and vendors, among others. Find out what you don’t know and keep asking questions,” Regan added. Law firms were no exception, although most recovered quickly after the initial shock, adjusting their operations with admirable alacrity. A hybrid event model can offer the best of both worlds: the networking, social opportunities and exciting mainstage content of an in-person event, complemented by the on-demand content and digital engagement that can follow the event indefinitely. In her piece, Jennifer Whittier sagely speaks to the importance of having clean, accessible contact data for law firms eager to provide timely updates to clients and position themselves as thought leaders. Developing this mindset is a commercial awareness issue in that it requires students to understand the role of lawyers within the wider corporate ecosystem, in particular their position as trusted advisers to clients. Marketers have long been adept at leading change, but 2020 saw lawyers, not often thought of as change agents, adapting quickly and nimbly (and surprisingly doing so quite well). By Callum Scott, Senior SEO Analyst, Marie Haynes Consulting Inc. Lastly, I believe the working from home model is here to stay. As law firms continue to build meaningful DEI business goals, legal marketers will play a key role in aligning, leveraging, and deepening DEI efforts within their departments. Another interesting trend that came out of the report was the increased use of video for virtual events. While some aspects of digital platforms are subject to regulatory requirements, such as websites, and others may be exempt, accessibility is about more than just risk avoidance: it is about inclusivity and corporate social responsibility. Katie O’Rourke Regional Vice President, SalesON24 Inc. By Gia Altreche, Director, Business Development & Marketing, Newmeyer Dillion LLP. Reports estimate that it could create 14.9 million new jobs in the UK by 2027 and add £630 billion to the economy by 2035. Here at fSquared Marketing, we’ve seen a dramatic increase in our website clients and prospects asking for accessible websites. You need to enjoy it.”, Cromwell — who worked as a solicitor for two magic circle firms before moving into legal education — advised: “Be prepared to adjust your plan as your career develops, stay open minded.”. There is without question an increasing focus on diversity and inclusion within the legal industry. In private practice, our first Outstanding Firm for Furthering Diversity & Inclusion award was presented to Bereskin & Parr. Do table-top exercises around crises, train staff and attorneys rigorously and prepare for occasions when a personnel dismissal may be necessitated, working with your HR resources, of course. To ignore this reality or downplay its possible effects is to play with matches and be willfully ignorant of the media environment we inhabit. #lccareers, Posted by Legal Cheek on Wednesday, January 8, 2020. This mirrors the format of the New York State bar exam, for which BARBRI has been offering prep courses for decades. With the UK General Election and next year’s election in the US, it didn’t take long for the conversation to turn to the effects of Labour’s renationalisation plans and the US Democratic Party candidates’ plans to shake up Silicon Valley. You also have the option to opt-out of these cookies. Much of getting ahead in law involves having the right mindset to develop as a lawyer and take advantage of the opportunities that present themselves. In April, video use in live webinars was up to 55% from 38% in 2019. At Chambers, D&I continues to be a key business priority and remains an important topic raised during our conversations with in-house counsel. The second circumstance in this perfect storm is, of course, COVID-19. If not, 2021 is the time to do so. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. We request this information as part of the submission process across all guides – while the focus is primarily on collecting data regarding gender, in certain jurisdictions we also request information relating to ethnic diversity, sexual orientation and disability.