Social media. An especially effective way to reach the newer generations of lawyers is through social media. The previously cited ABA study found that 78 percent of respondents use Facebook, LinkedIn, or Twitter. U.S. News recently reported that lawyers are adopting technology at a slower rate than the general population. Although large firms have been slow to change old habits, young attorneys have no inhibitions about using new technology.
Speaking engagements. During a typical year there are numerous professional conferences involving lawyers and law firm representatives. At concomitant workshops and seminars there are often excellent opportunities for technology marketers to deliver "oral arguments" for their products and services. Lawyers are particularly attuned to the spoken word and a well-delivered presentation — with relevant exhibits — can be extremely persuasive.
To break through the seemingly impenetrable barricade of resistance that surrounds many law firms, start with a strategic, integrated communications plan based on a Customer Reference Program supported by original, worthwhile content. Once your audience of lawyers are convinced of the validity and integrity of your reasoning and successful transactions, a shorter sales cycle will be in the offing.
Mark Bruce is the president and founder of HiTechPR, a New York-based communications firm. Email: mbruce@hitechpr.com.
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