The Huffington Post just published my article:
You'll Hear From Our Lawyers! (Online)
Competition is fierce in the legal profession, with work being outsourced to India and legal form companies advertising on TV. As a result lawyers are increasing their investment in marketing and business development — so you can expect to hear from your favorite law firm soon.
We are talking about sophisticated marketing, like using social media, competitive intelligence and content marketing (not the barking TV commercials, billboards and and radio spots).
Law is a major industry. In the profession there are 1.22 million lawyers who generate $256 billion in annual revenue, according to Statistica. But in the new normal, firms are feeling rate pressure, demands for alternative fees, and RFPs for legal work run by corporate procurement.
Today's clients want responsive law firm websites that can be viewed on a cell phone, practical updates about legal issues affecting them, and hot information about legal developments.