Clients look to law firms for clarity in uncertain times...
Political transitions bring regulatory uncertainty, shifts in enforcement priorities, and changing business climates. For law firms, these moments present both challenges and opportunities. How firms communicate their value, adjust their messaging, and position themselves can determine whether they retain clients, attract new business, or get lost in the noise.
By focusing on intentional marketing in your thought leadership efforts to deliver knowledge and insights, firms can demonstrate expertise, address client needs, inspire, empower, and foster trust. Instead of bombarding audiences with broad marketing messages, intentional marketing emphasizes the delivery of high-quality, relevant content with genuine benefit. All of which help to sell products and services.
What works for legal thought leadership during political shifts
Thought leadership that speaks to the moment
Clients look to law firms for clarity in uncertain times. Just as during times when markets are poised for a slowdown, staying the course with respect to your offering and core competencies is even more critical. Clients recognize what you are known for – owning what you are best at will result in the best thought leadership. Now might not be the best time to go wide into areas that are not part of your service offering.
However, failing to acknowledge emerging practice areas tied to your core competencies may result in your losing out on potential business.
Messaging that balances relevance with stability
Acknowledging change without appearing reactionary or even judgmental will help to reinforce your firm’s longevity, expertise and adaptability. If your firm has been helping businesses navigate change for any length of time, knowing that the firm is poised to do the same now, at this moment, will help encourage stability not confusion during these uncertain times.
Overly partisan or politicized messages may not be appreciated. Clients of law firms are looking for legal insights, not political opinions or alienating language.
Targeted content marketing for key practice areas
Expectations are that certain practice areas will be in hot demand. Tailored content, such as blog posts, webinars, or client alerts should be developed and pushed to target audiences. Broad approaches may not be the best course of action. If your firm is digitally based across social media, target those campaigns appropriately.
Resist the temptation to rely on generic or evergreen content. Even if updated, these may make the firm seem out of touch.
Direct client engagement & proactive outreach
Political change often results in anxiousness. Don’t wait for clients to call. Reach out and or share a targeted communication geared toward their industry, geography, or need. These check-ins, or even hosted Q&A sessions, may also help to determine what other communications and messaging is needed.
Waiting too long to reach out or respond may result in missed opportunities. Your clients are looking to you to be proactive on their behalf.
Political transitions are inevitable, but law firms that embrace agility, strategic communication, and marketing campaigns with intention will stay ahead. By focusing on timely thought leadership, targeted client engagement, and smart positioning, firms can turn uncertainty into opportunity.
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Paula Zirinsky, the founder of Zirinsky Strategy LLC, tackles marketing challenges and problem-solving through branding, thought leadership, and intentional marketing initiatives across professional services. With over four decades of experience, she possesses a proven track record in identifying growth opportunities for global companies and has a knack for building the necessary infrastructure and teams to drive strategy, branding, marketing, and business development. She can be reached at paula@zirinskystrategy.com or www.zirinskystrategy.com.
