Key legal market trends. How to position and promote your law firm, practical partnership issues to take into account
How to approach winning new clients, making the most of existing relationships, encouraging referrals and generating new leads
How to approach creating a law firm website that works, from agreeing your objectives to making sure you get the results you want
Why lawyers need to know about social media, how to make the most of the opportunities and how to avoid potential pitfalls
How to use PR to build your firm’s reputation: working with the media and getting involved with the communities that matter to you
How traditional and online advertising can work for your law firm, and how to create cost-effective advertising that delivers results
The LawFirmAmbition website was Rory's idea. Having met the Travelers team when his company Atom Content Marketing was working on another project, he realised that the website concept fitted perfectly with what Travelers was aiming to achieve with law firms.
Rory has been doing marketing projects like this ever since founding Atom in 1991. The focus has always been on business advice for small businesses, including legal advice.
Atom is best known for its Donut websites, the largest small business advice resource in the UK, comprising: Start Up Donut, Marketing Donut, Law Donut, Tech Donut, Money Donut and Sectors Donut.
In the law firm market:
- Firms and chambers already work with Atom on the content of Law Donut.
- Law Donut will start lead generation in earnest later this year.
- Atom is soon launching its Divorce Hub for law firms to license. Wills & probate, employment and shareholder disputes will follow.
Atom has spent the last 26 years mainly helping large organisations to help and support smaller businesses. Notably, Atom is a preferred global supplier to HSBC bank, a client of 16 years. And Atom did 50% of the business advice content on the massive Business Link website for all nine years of that contract; the other 50% was done by Thomson Reuters.
"If you help people to run their businesses, they will thank you and they will buy from you" has always been Rory's mantra. Back in 1991 most people were highly sceptical, saying "If it worked, marketing teams would already do it." Nowadays such 'content marketing' is mainstream marketing.
Rory started his career with a law degree and went into venture capital with 3i. He was then a stock market analyst in Tokyo before founding Atom.