ARTICLE BY LEOR FRANKS
PUBLISHED BY THE LAW SOCIETY GAZETTE
Covid-19 has quite obviously shifted much of our working lives online. Many lawyers have adjusted to a new normal of meetings by video, virtual client socials, and with increasing frequency, hiring, or starting new roles without having met colleagues ‘in the flesh’. The consistency of approach makes for camaraderie and shared spirit across the industry. But it poses a significant challenge for marketing, communications and business development. With everyone doing the same things, inboxes are now saturated by ‘noise’ from webinars and blogs, which a year ago would have been only one part of a firm’s ‘go-to-market’ arsenal.
So, the question is, how does a practice ‘cut through’ to build brand recognition, enhance its reputation, create meaningful relationships, and win revenue in today’s noisy environment?