There are three questions that need to be answered, I have a legal company in Baku, I have added some points to each question you could include in your response, if you feel they are not necessary please ignore I have no experience in marketing.
Question 1: What is your experience of marketing to date? Have you managed marketing teams, or operated in a marketing role? Have you worked alongside marketing or seen it in action in your organisation? (feel free to be open with your opinions)
The development of the Internet has led to the fact that potential clients, before contacting a particular company providing legal services, are looking for answers to emerging questions in search engines.
Our law firm Crystal is a new company which started activities in 2019. We had to suspend activities when COVID 19 erupted and transitioned to fully online format.
The company has lawyers on service contracts. I am responsible for marketing stuff as well.
In Azerbaijan, as a more “traditional” sector, the legal field has always valued word-of-mouth marketing. It’s easy to see the qualities your clients look for in a law firm. The legal sector has to be seen as secure, professional and – most importantly – talented. Nobody wants to hire a lawyer they can’t rely on to win their case, or to provide the best, most reliable possible advice. Since my partner is experienced and have 30 years behind of relevant governmental job, it gave our firm leverage to attract high-end consumers like Apple who have been using our services to protect their trade mark.
The days of traditional advertising are behind us now.
In Azerbaijan where our law firm operates, Instagram and Facebook are very popular and I myself developed the content and control post publications and promotions on these platforms, I monitor the content, review responses to incoming requests with potential clients.
Websites and google reviews are not very popular and majority of our individual customers found way to legal firm though Instagram advertisements and word of mouth.
Question 2: Based on what we’ve explored so far, would you say your company is consumer-led or product/sales-led? What makes you conclude this?
The legal services market is very specific. In this area of work, the main assets are lawyers of a law firm who are also sales managers of their service. Legal firms sell their clients services of individuals – i.e. lawyers and this places increased demands not only on professional qualities of lawyers, but also on their ability to communicate and winning over the client.
For a law firm, the market represents a collection of consumers who require help in resolving various legal aspects of their activities. Not only individuals are consumers of legal services, but also entities. Therefore, law firms offer their services in the B2B market and the B2C market. The specificity of the provision of legal services lies in the fact that the service cannot be offered to everyone.A consumer becomes a potential client only at the moment when he has any legal problems.
It is definitely consumer-led organization (PLS SUBSTANTIATE THIS)
Question 3: What is the business planning cycle in your company? Who leads it and is involved in the process?
15 employees: 1 SECRETARY, 1 PARALEGAL; 1 LAWYER PERMANENTLY; 2 SHAREHOLDERS/PARTNERS, INCLUDING ME; SOME 10 OUTSOURCED LAWYERS.
In the beginning Of THE year, we allocate budget for social media platforms to do the adverts. YOU HAVE TO ELABORATE ON THAT.
