Arquivo da categoria: Marketing Jurídico

Marketing and Branding for law firms: Beyond Positioning


Most business law firms try to differentiate themselves on client benefits that do not differentiate them from the competition. “Positioning” law firms is therefore not the most succesful strategy in the current landscape. Law firms are starting to see the need for branding efforts, although most law firms are locked into a “house of brands” strategy rather than a “branded house” strategy. The author enumerates why more efforts should go to branding law firms through media exposure.


The positioning strategy

Many managing partners at business law firms today are faced with the difficult question of how to market their firm effectively. After all, most top tier firms offer the same range of services, at more or less the same internationally accepted price points. The in house talent is perceived as superior to that of competing law firms, but then again marketing is not always about delivering superior quality. It is about convincing prospects and clients of the superior quality that is on offer.

On top of that, the business law firm market has been in a state of constant turmoil over the last two decades. Partners have moved in and out of firms, started new firms with old rivals, merged firms with up and coming players. One could forgive clients who think that there shouldn’t be too much different between law firms.

Unfortunately they would be strengthened in this belief when taking a look at the majority of the marketing communication of business law firms. Most, if not all of them try to differentiate themselves on these client benefits (opzoeken):

“technical” know how

business acumen


full service

The overall tone of lawyer marketing communication, either as a result of a clear strategy or the lack of a real strategy, is subdued and careful, as if the foremost principle guiding the communication was: thou shalt not offend.

Sadly little or no differentiation is actually taking place. For the prospect, all these firms look alike. Choosing a law firm (or, on the other end of the spectrum, promoting the law firm) becomes a game of networking, of knowing the right players. In the end, it may happen that a large corporation chooses Firm A for their litigation, Firm B for a merger deal and yet another Firm C for handling their IP.

For the managing partner interested in cross selling services of different departments, this is the fundamental dilemma he is faced with. On the one hand, he wishes all of his partners to enjoy an excellent reputation as a lawyer and a healthy dose of commercial flair. On the other hand, he can feel the vulnerability of the firm in having to rely on the reputation of individuals. Individuals who might decide to join another firm, or start their own firm.

The effects of this lack of clear positioning has far reaching effects on the other type of “clients” that law firms depend on for their sustainability: recruits. A young lawyer will choose a firm on the basis of his specialty, and the name of an individual partner who enjoys a solid reputation in this chosen specialty. Again, the firm is vulnerable here. It will prove impossible to retain top talent if young recruits choose to work for a particular partner rather than a firm, a “brand”.

Branding: the “house of brands” vs. the “branded house”


A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors. (Dictionary of business and management)

In recent years, law firms have begun to understand the need for branding, hence the arrival of the “fantasy” name in law circles like Altius, Elegis, Eubelius and more recently, Lydian. Unfortunately, having a brand is not the same as having brand equity (“a measure of the influence that a brand exerts on the buying behaviour of customers”).

Law firms are still, for the most part, “houses of brands” instead of a “branded houses”. The archetypical house of brands in consumer markets is Procter&Gamble. P&G is relatively unknown to supermarket shoppers, but currently holds 24 billion dollar brands like Tide, Duracell, Gilette, Vicks, Pampers, Pantene etc. No consumer chooses Pampers based on the fact that it is a Procter&Gamble brand. Few consumers even realise that by buying Gilette and Pampers, they are actually buying products from the same company.

Opposed to this is the so called “branded house”, which chooses to sell all its products under the same name, like Nivea. It sells shaving cream, skin lotion, sunscreen, etc. Here, shoppers do choose Nivea products because of the Nivea brand, which has succesfully positioned itself to signify ‘skin care’.

In Belgian law firms, the predominant model is still that of the house of brands, where partners attract clients based on their individual reputation. The name of the firm is of little or no importance to the client.

Partly, this strategy is understandable and even unavoidable: the “house of brands” strategy is especially useful when trying to dominate niche segments of the market, especially in a market as specialised as lawyering. A partner’s name might well be a ‘billion dollar brand’ in his chosen specialty.

But for the managing partner interested in cross selling and in making the tide rise for all the ships, there is a clear need to move towards more of a “branded house” position. This need not be disadvantageous for the individual partners. Consider: a strong niche specialty will, when handled correctly, translate into a stronger firm name or brand. A stronger brand, will attract top talent and retain them better. This in turn will strengthen the other departments. For a successful law firm, a common ground will have to be found between the “branded house” strategy and the “house of brands” strategy. The question is: how?

Branding the law firm through media exposure

One area that is consistently overlooked in the branding efforts of many firms: consistent, strategically embedded media exposure. Sometimes because lawyers are suspicious of journalists or media. Sometimes because they don’t know how to approach media. Sometimes because they misunderstand the needs of media outlets: a ‘radical’  ruling by a judge is met with indifference, while a legal triviality can suddenly appear in bold uppercases on the front pages of newspapers.

And yet it is the experience of the author that media exposure is probably one of the most cost effective  means of branding a law firm currently available. Due to the nature of the law firm, it is also ideally suited to make regular appearances in the business and financial press.

Lawyers are experts.  Law is difficult, and it changes often. Journalists have too much work to understand and digest all changes themselves – few journalists have a law degree. They need a reliable guide. In return, they will give the guide exposure. They will also invariably mention the firm brand. This status as “expert” will empower both the partner who is mentioned, and the firm. The “expert” status will attract new clients and convince recruits to apply for a position at your firm.

Law firms are confronted with the public interest on a daily basis. Law is (mostly) made on the basis of policy choices, and policy is made for the public interest, “the greater good”. In a way, everytime a lawyer gets involved, some principle of the legal system, the democracy, is being put to a miniature ‘stress test’. The lawyer is in the unique position of seeing our system probed continually for weaknesses and fault lines. These are also matters that the media are naturally interested in.

This does not in any way mean that the firm brand must become a synonym for controversy and conflict. Rather, what should be highlighted in media communication is the ability of lawyers to rise above the “stress test” and make rational and reasonable assessments of the problem, to propose avenues for resolving common types of problems.

This can easily be done because law firms are, above all, centers of learning and expertise. As we said, the goal for the managing partner is to  have as many of his partners considered experts by leading journalists. That way, the firm is continually in the news.

CASE: In one case, the author worked together with a lawyer who had done extensive research on rulings in matters of automobile concessions. An article was written and released to coincide with a large automobile trade show. Result: the article was not only picked up by a business newspaper, but the firm was mentioned on the front page. Media exposure is about knowing what to tell, how to tell it, and when to tell it.

Law firms are divided into departments, and so are media. This provides a tactical advantage to the law firm. The fact that a HR lawyer of Firm A appeared in the jobs section of a large business paper, is not likely to dissuade a journalist specialised in mergers and acquisitions to call a lawyer of Firm A the same week to ask his or her opinion on a certain merger. For the media outlet, two specialists gave their opinion on two unrelated matters. For the managing partner, the firm brand was mentioned twice in one week in the same newspaper.

Credit: Kristien Vermoesen (

Escritórios de advocacia: conteúdo, palavras-chave e SEO são fundamentais para um marketing digital de sucesso

Por Fernando Nieto*

Para uma boa estratégia de marketing digital é preciso pensar em conteúdo de qualidade. Ou seja, deixar seus textos, sites, títulos, publicações, imagens, links internos e externos com os termos adequados como palavra-chave. Identificar quais palavras que seu prospect pode usar ao procurar escritórios, práticas e profissionais e pensar também em sinônimos para os termos que vai usar. Apesar de ser uma tarefa difícil que exige dedicação, gera resultados positivos.

E quais as melhores práticas de SEO que melhoram a relevância do seu site?

Embora as palavras-chave ainda sejam importantes, é importante saber que o algoritmo agora se concentra na intenção do usuário, no significado contextual dos termos usados, na localização do usuário e no quão bem as citações de seu site estão vinculadas.

A intenção de um pesquisador das palavras-chave usadas em sua pesquisa no Google pode ser dividida em 3 significados básicos:

  • Literal – o significado exato ou real da(s) palavra(s)
  • Figurativo – o significado metafórico da(s) palavra(s)
  • Contextual – o significado da(s) palavra(s) em relação às outras palavras que vem antes e depois.

Por exemplo: O réu foi jogado aos leões no tribunal.

No sentido literal, o réu realmente foi jogado aos felinos selvagens. Figurativamente, isto significa que a testemunha foi massacrada na audiência. Usando isso como um exemplo, o Google não daria resultados onde uma pessoa está sendo comida por animais e provavelmente levaria as palavras para mostrar resultados ou exemplos de técnicas de exames cruzado. Isso é, mais do significado contextual da intenção do pesquisador.

Hoje, as melhores práticas de SEO usam indexação semântica latente (LSI), para que o Google possa exibir resultados de pesquisa que levem em conta a intenção e o significado contextual do pesquisador.

Concentrando-se na intenção do seu pesquisador, você começa a conhecer o seu público e a razão para a pesquisa. E ao integrar o significado contextual, você usa todas as palavras e termos para definir a intenção do usuário.

Marketing digital pode parecer complexo para advogados mas não pode ser descartado na criação uma estratégia de exposição.

* Fernando Nieto é consultor da Markle Comunicação e especialista em Marketing Jurídico.

Os consultores da Markle possuem mais de 10 anos de experiência em renomados escritórios de advocacia e estão aptos a prestar assistência para as bancas na organização de eventos internos e externos e na divulgação da participação dos advogados em eventos relevantes para os setores que atuam.

Para obter mais informações sobre marketing jurídico siga a página da Markle Comunicação e Marketing Jurídico no LinkedIn, acesse o nosso Blog e visite o site:

Jurídico | O mundo infinito de possibilidades do marketing digital para bancas e profissionais

Por Tatiana Cintra*

Nos últimos anos temos visto o investimento dos escritórios de advocacia no Brasil em recursos digitais, não somente com o uso, cada vez mais crescente, de materiais e folders institucionais no formato digital, mas ainda na promoção de melhorias nos websites, tornando-os dinâmicos, atualizados e funcionais para os buscadores como o Google, na participação ativa nas redes sociais, como LinkedIn e Facebook e até no aumento de anúncios patrocinados em canais digitais.

A mudança é uma tendência, que vem sendo seguida por todos as outras atividades empresariais, mas no meio jurídico tem se tornando uma fonte não somente de economia, mas de ampliação das possibilidades de publicidade institucional das bancas e do conhecimento e da experiência dos profissionais.

E para aproveitar todos os recursos, algumas dicas sobre o que considerar para ampliar sua atuação nos canais digitais:

Tenha um planejamento de marketing digital

Pense sobre as metas que pretende atingir e o prazo para alcançar seus objetivos. Por exemplo, pretendo aumentar minha exposição e me aproximar de potenciais clientes divulgando artigos e notas com comentários sobre temas relevantes. Onde posso divulgar? De quanto em quanto tempo? Quais temas? Como aumentar as chances deles lerem? etc

Com objetivos e metas traçadas, ficará mais fácil se programar e medir a efetividade da ação realizada.

Levante informações antes de iniciar qualquer ação ou campanha no meio digital

Conheça e analise seus clientes e potenciais, veja que canais eles leem, que mídia social estão presentes, quais são seus interesses (comunicados que eles seguem ou textos que compartilham são bons indícios dos temas de interesse)

Estude também a concorrência, o que eles têm feito, que resultados tem alcançado e pense no que fazer para se diferenciar deles. E importante, após planejar e iniciar a divulgação, sempre analise dados e revise.

Um ponto importante nesse acompanhamento é definir os dados que serão analisados, com que frequência e estipular métricas. As métricas são importantes porque oferecem um diagnóstico e apresentam previsibilidade. Lembre-se que quando se sabe aonde você quer chegar e se mantém os olhos nesse ponto do horizonte, fica muito mais fácil de não se perder no caminho até lá.

O mundo dos anúncios patrocinados

Esse é um investimento importante, uma vez que anúncios patrocinados impactam no curto prazo, em canais e lugares em que o escritório e o profissional não estão presentes, e que provavelmente seus concorrentes já estejam.

Pense em um orçamento e o que divulgar, redes sociais como Facebook e LinkedIn costumam sugerir o início de patrocínio para posts realizados, com isso o escritório consegue atingir pessoas que deseje, fora da sua rede.

Priorize ações a serem executadas

Pense sempre em focar em ações que vão te dar um retorno maior e a curto prazo. Analise se você não tem recursos e disponibilidade para executar e conseguirá dar continuidade.

Foque na simplicidade e objetividade. Não precisa se ter o artigo mais completo para divulgar, o importante é ter agilidade e conteúdo relevante para atingir bons resultados. Ou pensar em um estúdio de vídeo para fazer um webinar. Com uma sala, um computador e a ajuda da ferramenta Hangout On Air, do Google, você pode realizar uma ótima discussão online com as pessoas.

O segredo é saber analisar os resultados, priorizar os projetos a serem executados e aproveitar tudo que o marketing digital tem a oferecer ao escritório, com exposição a baixo custo, segmentada e próxima do seu cliente e prospect.

* Tatiana Cintra é consultora da Markle Comunicação e especialista em Marketing Jurídico.

Os consultores da Markle possuem mais de 10 anos de experiência em renomados escritórios de advocacia e estão aptos a prestar assistência para as bancas na organização de eventos internos e externos e na divulgação da participação dos advogados em eventos relevantes para os setores que atuam.

Para obter mais informações sobre marketing jurídico siga a página da Markle Comunicação e Marketing Jurídico no LinkedIn, acesse o nosso Blog e visite o site:


The Top 8 Digital Marketing Trends for Law Firms in 2017

Law firm digital marketing strategies have evolved significantly during the last year and are being employed by thousands of law firms and lawyers to engage with their target audiences. Savvy law firms and lawyers realize the importance of digital marketing and are using it effectively to generate new business and enhance their thought leadership positions.

Through my work at Good2bSocial, I interact with lawyers and marketing professionals at law firms around the world. Our company has the privilege of working with some of the largest global law firms, as well as smaller firms that have a deep focus in a particular niche. Whatever their size, I’ve found that firms are constantly looking to differentiate themselves from their competitors and develop new strategies to generate more business.

Last year, I wrote about eight digital marketing trends that law firms would likely see in 2016. The post became the most-read item ever on our blog — which tells me that legal marketers are hungry to learn more about law firm digital marketing trends and the strategies they can use to attract and retain current and potential clients.

This year, I’ve decided to repeat the exercise, taking intelligence we’ve gained from working with a broad array of clients and my own observations about the industry to put together a list of the digital marketing trends that will be front and center in the year ahead. Here then are my top 8 digital marketing trends for law firms in 2017:

1. Analytics Marketing

The Internet and social media have transformed the way all businesses interact with their prospects and clients. Long gone are the days where law firms and corporations relied exclusively on mass media channels such as television, radio, magazines and newspapers to reach their target audiences. The Internet now allows prospects and clients to easily find the information they seek. Email, social media, search engines and content marketing allow law firms to connect and engage directly with their targets without relying on intermediaries.

One of the key benefits of this direct contact is data. Law firms now have the capability to collect information on digital interactions with their prospects and clients to glean actionable insights into which marketing and business development strategies are providing a strong return on investment — and, just as importantly, which are not.

My prediction is that law firms will begin to transform their traditional marketing strategies into analytics-driven, client-centric efforts that rely on data rather than on “gut” instincts.  Analytics-driven marketing helps firms shift from being reactive to being proactive. They can anticipate the needs of their current and potential clients to develop solutions that will better serve them.

2. Paid Social

As we enter the second phase of the social media era, it is becoming increasingly difficult for companies and law firms to reach their target audiences by relying on purely organic social media strategies. (By organic I mean building a social network through the free tools offered by most social networks). While individual lawyers can still successfully use organic social media to build their networks and engage with clients, prospects and influencers, it has become much more difficult for law firms to connect with their targets.

There are two reasons for this: First, social networks are for-profit businesses that are looking to increase profitability by making it more difficult for companies and law firms to market to their target audiences for free. They have a vested interest in selling access and, therefore, continue to tinker with their rules and algorithms to make it more difficult for organizations to connect without paying. Second, social media content is abundant, and it is becoming increasingly difficult for law firms to stand out from the crowd.

As a result, “paid social” or “social advertising” is becoming a more effective tool for law firms to reach and engage with their target audiences.  Social networks like Facebook and LinkedIn provide law firms with incredible targeting opportunities. Facebook, for instance, allows law firms to upload a list of email addresses of clients or prospects and then creates a list of similar people based upon various factors. The lists can then be used for targeted advertising. This type of targeting has never been available before, and when combined with superior analytics, it has the potential to deliver exceptional ROI for law firms.

My prediction is that we will see a significant increase in the number of law firms, both consumer and corporate-focused, investing in social advertising to enhance their social media efforts during the coming year.

3. Inexpensive and Live Video

Video is quickly becoming the preferred content format for many companies and law firms. As wireless network reliability increases and smartphones provide business and consumers the means to easily create and view video, expect demand to continue to grow.

Many law firms have been investing in video production. This is nothing new. And high-quality, highly produced video will continue to play an important role for law firms. This is especially true for law firms that create videos for attorney bios or important conferences and events. But smartphones and other inexpensive cameras can allow law firms to easily and inexpensively expand their video offerings. The quality of video shot on an iPhone or Android device continues to improve, and this will enable firms to easily and quickly create videos and disseminate them through social media, email newsletters or blog posts.

With the tools, available today, you don’t have to be the next Steven Spielberg to create an engaging video that is shared with millions. The fact that audiences don’t care as much about video quality as the actual content also plays an important part in this trend.

Firms are also starting to experiment with live streaming video. Facebook LivePeriscope, Instagram and Snapchat allow users to easily stream live video to their contacts. Some firms are using this new functionality to stream CLE seminars, video podcasts and other events to their clients and prospects. As the technology improves and it becomes more widely accepted, I predict we will see a substantial increase in the number of law firms and legal marketers who create and promote live video.

4. Integrated Campaigns

Digital marketing strategies work best when they are focused, integrated and measured. A few forward-thinking law firms are beginning to understand this and are focusing on creating and executing a few integrated campaigns per year. Rather than market an entire law firm or even a practice area, these firms are creating campaigns around “hot topics” that they know their clients and prospects are interested in.

This is a significant departure from the past, when law firms would create different plans and strategies for various practice groups or around particular channels (i.e., the M&A plan, the social media strategy). With an integrated campaign, a law firm picks a topic that they know their clients and prospects care about and develops a plan that incorporates all channels (web, social, email, events, client alerts, etc.).

In many instances, firms create microsites to provide focus and thought leadership to their target audiences. These firms are also developing a content strategy around each campaign to determine the type of content they will use for it. Once the content and platform are ready, firms can create a plan to promote the site and its content and make sure that they measure the results carefully.

I recently spoke to the U.S. director of digital marketing at Deloitte and was surprised to learn that Deloitte plans and executes more than 150 campaigns a year. While I don’t believe that law firms are ready for that kind of volume, I predict that this year we will see many firms adopt the integrated strategy, planning and launching three to four campaigns.

5. Podcasts

One of the biggest disruptors in the digital marketing space last year was podcasting. Edison Research, a company that focuses on both quantitative and qualitative research, conducted a studythat highlights the explosive growth of podcasting as a digital marketing medium.

The study found that podcasting listening grew 23% between 2015 and 2016. The study also found that 21% of Americans — approximately 57 million people — ages 12 and up have listened to a podcast in the last month, up from 17 percent the previous year.

The growth in podcasting is being driven by mobility. Sixty-four percent of podcasts are being listened to on a smartphone or tablet. This enables busy professionals to listen to a podcast on their commute to and from work.

I know of several law firms and lawyers who have started their own podcasts and are thrilled with the results. The Legal Talk Network founded in 2005 features podcasts by many leading lawyers and legal industry thought leaders.

Podcasts are relatively simple to create, and they provide lawyers and legal marketers the ability to create engaging content that can be targeted to their audiences. Podcasting technology is rather inexpensive, and several tools and consultants are available to help law firms create their own podcasts.

This area, I predict, will continue to grow, especially as marketers look to differentiate their content and to find for new ways to demonstrate the knowledge and experience of their lawyers.

6. Native Advertising

Wikipedia defines native advertising as “material in a publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product or service.” Native advertising is not new, but until now, only a few lawyers and law firms have used native advertising to reach a target audience.

I think this is about to change for two reasons: First, so many law firms are creating content, that it is becoming harder for them to stand out and engage their target audiences. Second, media companies such as newspapers, magazines and television stations are creating networks and digital properties that make it easier and cheaper than ever for an advertiser to target and reach their target audiences.

I do not mean to imply that law firms should abandon their content marketing efforts and strategies and rely only on native advertising. Far from it. However, some law firms, especially consumer-focused law firms, would be smart to supplement their organic content marketing efforts with native advertising. Native ads can help law firms reach a much wider audience, and they have new interactive capabilities that enable advertisers to easily insert videos, images and interactive polls into their content.

My prediction for 2017: Savvy law firms will recognize the opportunities that native advertising can bring to their marketing and business development efforts and will add it to their digital marketing tool box.

7. Mobile Advertising

According to Business Insider, mobile is the fastest-growing digital advertising format in the United States. This is not at all surprising when you consider the huge growth in mobile devices and the growing class of “mobile-first” users.

Another factor fueling the growth in mobile advertising is its ability to target users in specific locations. Mobile advertising companies are using technologies that enable advertisers to geo-target their audiences with the use of geofencing technologies. Geofencing, as defined by Wikipedia, is “the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.”

Many of you may be familiar with geofencing. It’s the technology that sends you messages about a sale as you enter a department store or suggests places to eat or stay when you arrive at the airport. Lawyers and law firms are beginning to use geofencing and mobile advertising, too. The most common use is by personal injury lawyers who geofence hospitals or emergency rooms or criminal lawyers who geofence police stations or prisons.

While this technology may reek of ambulance chasing, the reality is that firms that are using it are getting phenomenal results and are substantially increasing the number of leads and clients they generate.

My prediction is that the use of mobile advertising will continue to increase and that law firms and lawyers will find additional ways to use these new technologies to grow their business.

8.   E-books

Technology and mobility are clearly changing reading habits, with more and more consumers opting for different formats for books, such as e-books. An e-book, also known as an electronic or digital book, is a digitally released version of a book, often consisting of text and images and available on electronic devices, such as specifically designed e-book readers. This technology has made it easier for lawyers and other professionals to create, publish and promote their e-books. Sites like Amazon and others enable writers and others to easily and quickly publish and promote their work.

This format provides a new opportunity for lawyers and law firms. They no longer need to rely on traditional publishers to publish and disseminate their work. During the past year, we have worked with several lawyers who have published e-books. They have used these e-books to establish their authority in a subject matter or practice area.

E-books need not be created in isolation. In many instances lawyers, can reverse engineer the creation of an e-book by writing a series of blog posts over a period of three to four months. After this period, they can combine these blog posts and create an e-book. This type of approach has worked for several of our clients and has made the process of writing an e-book far less daunting.

I predict that in the next year, many lawyers and law firms will follow this strategy and create and publish more e-books to enhance their thought leadership positions.

There you have it, my top law firm digital marketing trends for the coming year. Did I miss something? Is there another trend you have seen or are anticipating at your firm? Please comment below, and let me know. We are always searching for innovative ways lawyers and law firms usedigital marketing strategies to attract new clients and generate more business.

Author: Guy Alvarez


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