Are you ready for the connection battle?

ARTICLE

Are you ready for the connection battle?

By Jonathan McGill, Conscious Solutions

The last two years have seen a seismic shift in our digital behaviours and many brands are still figuring how to respond to the changes. More and more Britons of all ages are becoming comfortable using QR codes, having video calls, paying using their mobile phones, and even going through a digital identification process online. Most brands have embraced these changes by doubling down on digital investment, from smarter technology platforms to the use of AI chatbots, features which until recently, could have seemed gimmicky or just unnecessary, have become standard practice. So, what’s next for standing out and taking advantage of these digital trends?

It seems a deeper level of connection is the new frontier, now you may be thinking well isn’t that just meeting clients face to face? Well, yes in some ways a connection can be formed through face-to-face meetings but there are a host of reasons why deeper connections can be smarter, more efficient, more effective and safer with the use of the right technology.

In Mark Zuckerberg’s recent rebranding message (Facebook’s holding company becoming Meta), he spoke about the next chapter in digital being more immersive connections, which he stresses is the most important experience of all. Now Facebook may bring you some mixed emotions but, we cannot ignore one of the biggest tech companies in the world doubling down on how to create more meaningful connections between people, which they believe can be achieved by developing realistic and immersive digital experiences. So, with billions of pounds being invested in digital reality what could the ultimate technology stack mean for you and your firm?

Facebook isn’t the only company that is wanting to take digital connections to the next level, as shown in Google’s latest update to Business Profile for Google (what used to be Google My Business); a platform that aims to make it as easy as possible for clients and businesses to connect. The platform enables you to put more details online from when you will be open e.g., holiday hours, to your COVID-19 policies and even your inclusivity policies. Firms across the globe are understanding that clients want transparency and ease of information. Clients are doing their searching online and it is up to you if you will take advantage of the opportunities. By providing clear and up to date information you could stand out from competitors and the end result could be a key piece of work coming your way.

With digital applications and tools continuing to expand and develop at exponential rates, it’s no longer possible to have digital marketing as a component of your marketing strategy, rather it’s imperative that if you want to keep up and lead in the increasingly crowded market, you have to have digital at the centre of your marketing strategy. This means keep scanning the horizon because the mediums and functionalities of digital tools like Google, Facebook and LinkedIn that you know are constantly improving and changing.

So, what does this mean for marketing at law firms? Firstly, expect to see clients expecting more from law firms. As we experience improved, faster, personalised, and pre-emptive service from a broad range of service providers (like food delivery and communications), expect those expectations to be carried across to professional services. Now that doesn’t mean that you must be open 24/7 and offer discounts on clients’ birthdays but setting very clear expectations and improved levels of communication is a must. Secondly in a world where trust continues to be at the core of our most important decisions, think about ways to build trust in a digital world. Whether that means an improved team profile page, or a social media strategy for key staff members that allows clients and prospective clients to see more transparency, more context, and information about individuals working on their matter. That level of transparency and detail counts.

Finally, build a digital-first marketing strategy, make sure you understand the shifting landscape and can react to the changes quickly and effectively, find partners you trust that will allow you to stay connected with those that will keep your firm moving forward. ■

SLS Patron, Conscious Solutions provide design, website and marketing solutions for law firms. www.conscious.co.uk.