HCBA Lawyer Magazine No. 33, Issue 2 | Page 56

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Technology Section Chairs : ­Ryan­McGee­ – ­Morgan­ & ­Morgan­ & ­John­Mullen­ – ­Phelps­Dunbar , ­LLP
80 % ofthose ( lawfirms ) whothrivedduringthe pandemicfoundmarketing necessaryintheir firm-widestrategicdirection .

A2021 Marketing & Business development report released by Lexisnexis revealed that law firms ’ approach to landing new clients has drastically changed .

In conjunction with the Hinge research Institute , Lexisnexis surveyed firms of all sizes from across the globe . The majority of respondents , 79 %, held leadership positions at their respective firms , and a quarter of the participants were on a partner level .
The report showed that the COVId-19 pandemic pushed law firms to reevaluate their business development strategies and tactics since . The unprecedented business environment , which led to the
cancellation of face-to-face networking events and a decrease in referrals , forced firms to focus on digital marketing efforts .
A simple pivot to digital marketing , however , is not as easy as it sounds . A Marketing director cited in the report stated that it is harder to showcase personalities and capabilities in a virtual environment compared to in-person meetings .
The study showed that the global market shift since the start of the pandemic impacted law firms differently . “ Some died , some survived , and some thrived ,” states the report . What differentiated the ones who thrived from those who did not ?
The answer : 80 % of those who thrived during the pandemic found marketing necessary in their firmwide strategic direction . In today ' s digital age , a firm ' s website must be optimized and provide an excellent user experience that helps potential clients find relevant law firms in search engine results .
But merely ranking high on google to help prospects discover a firm ' s website does not lead to increased conversion rates or intake calls . Once a prospect visits a website , the real work begins to prevent them from leaving or at least gain enough information to retarget them to stay top-of-mind .
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