Legal marketing expert Heather Milligan recently wrote a fantastic blog post about why she’s no longer putting her firm’s money into traditional advertising. Instead, she’s more likely to invest in social media and blogging for all of the obvious reasons (lower cost, more targeted, more measureable). She also added that blogging, in particular, offers lots of appeal because “especially with JD Supra and Lexology, on a daily basis my firm’s blog posts are right there, next to our AmLaw 100 competitors.”
Bingo. That’s exactly why social media is a huge opportunity.
The internet and social media are now flattening the market for legal services. And now, midsized firms like Heather’s have an unprecedented opportunity to challenge the big firms for the most lucrative work.
While Heather’s 70-attorney firm could never match the AmLaw 100 folks when it came to advertising and sponsorship budgets – there is no reason why they can’t match their ideas. And with a good website combined with social media marketing, it’s easier than ever to get your firm’s ideas in front of decision makers.
In the era of social media, the advantage is increasingly going to those attorneys and firms with specialized expertise, a unique perspective and the willingness to share it. And as a result, there’s probably never been a better time to be a midsized firm.