By focusing their efforts on select areas of law, lawyers hone specific skills that turn them into leaders in their field. Similarly, law firm marketing agencies should demonstrate the development of specific valuable skills obtained through specialization. Even if you have your own legal marketing team, it may not be enough to build a name for yourself in the market.

Business to Business advertising is unique to the legal marketing landscape as search behavior and client acquisition are different from Business to Consumer campaigns. Many potential clients in the B2B space rely on their immediate networks over an unguided query on a search engine or social platform. Because of this, aspects of “Pull” marketing (enticing potential clients to come to you)  vs. “Push” marketing  (attempting to get in front of your potential client) has to be taken into consideration. That being said, it is the role of a qualified legal marketing partner to enhance the prestige the B2B law firm has online and help augment its current digital influence.

MMM is well aware that B2B firms are not the same as other firms handling consumer practice areas. The following points must be recognized and taken into account not only in your marketing strategy but also in the creation of effective content strategies and copy:

• Website development that prioritizes user engagement, visuals, and effective messaging to maximize user experience.
• Using video to make your firm stand out from the competition and promote engagement from potential clients
• Content consultation comprised of topic research, storytelling, and effective audience targeting
• Enhance existing content and SEO strategy through user-testing, conversion-rate optimization, and keyword research 

Considerations like these, among many others, are established expressly for this area of law, based on industry knowledge and past in-house experience of MMM team members.