Personalization in Law Firm Marketing | Omnizant

Personalization is a trend we see in many other industries, but law firms have been slow to embrace it. Numerous studies prove that tailored marketing communications are much more effective than generic calls. So what gives?

On the one hand, lawyers are experts in personalization. Lawyers are incredibly adept at remembering the specific details of each case. On the other hand, lawyers must be very careful not to divulge sensitive information. It’s a delicate balance, even for the most experienced lawyer.

Is it time for law firms to embrace personalization? This article explains what is personalized marketing, four things a business needs to successfully implement one-to-one marketingand one thing to keep in mind.

What is personalized marketing?

One-to-one marketing is customizing your marketing efforts to address individual people or segments. It is achieved by using data insights and software to deliver targeted information to carefully selected customer profiles.

The opposite of one-to-one marketing is mass marketing, where a single advertisement targets a larger audience.

Think of it this way: each of your customers is a unique individual. You tailor your interactions to each unique customer while providing the same caliber of service to everyone.

People today expect to be treated as unique individuals when marketed as well as when they become customers or customers.

The foundation you need for personalization success

To personalize your law firm’s marketing, you’ll need a few key data and tools:

1. In-depth knowledge of your buyers and their buying journey: You need to understand what a potential client needs at each stage of their lawyer selection journey. This knowledge can help you craft empathetic and helpful messages that directly address their needs.

2. Data: A CRM is the key! You can only deliver personalized messages if you have data relating to someone’s communication preferences, location, name and history with your business. Be sure to follow local regulations regarding data collection, retention, and privacy.

3. The right technology: Invest in marketing automation software to help you deliver the right message at the right time. Make sure your software gives contacts an easy and obvious way to subscribe or unsubscribe. HubSpot and Salesforce are two good resources for one-to-one marketing.

4. Strategy: Customization can be downright scary if you’re not careful. Be careful when using personal information in communications. For example, using someone’s name is probably a good idea, but bringing up a sensitive personal issue from a past case is inappropriate.

Building this infrastructure may take time, but the rewards are manifold. More leads, higher retention, brand affinity, increased revenue: these are just some of the benefits you could enjoy after implementing a personalized marketing campaign.

Alert! A word of warning

Lawyer marketing is highly regulated. Before developing a strategy, consult your state’s advertising guidelines on personalized marketing. Lawyers should be very careful about sharing inside information with a third party that facilitates a personalized approach.

Review and next steps

One-to-one marketing is an extremely powerful tool that many law firms have yet to implement. Although developing the strategy and building the infrastructure of one-to-one marketing requires investment, the The return on investment of personalized marketing is very high.

Here are the four fundamental elements of one-to-one marketing:

  • Understanding the buyer and the buying journey
  • Data
  • Technology
  • Strategy