In a fascinating shift towards proactive engagement, law firms are increasingly required to move beyond the traditional practice of owning merely a functional digital presence. Modern clients expect much more. They, now, demand bespoke, continually refreshed content that addresses topics germane to their industries. As discussed in a recent episode of the CMO Series Podcast, Alison Janzen, Director of Marketing & Business Development at Torkin Manes, provides a close-up look at how the firm is successfully embracing this trend.
Janzen explores Torkin Manes’ integrated approach to marketing explicitly. The strategy involves a shift to more client-centric activities, as opposed to the traditional model that focuses mainly on the law firm’s expertise.
By integrating diverse facets of marketing, such as PR, digital marketing, and brand development, Torkin Manes aims to provide a unified front that can more effectively connect with potential and existing clients.
Underlying these strategic elements is a clear emphasis on the creation and delivery of high-quality content. Through content that provides useful, informative, and timely insights into relevant business areas, Torkin Manes is demonstrating a commitment to add value, not only through its legal services but also through its expertise.
The firm’s approach is a compelling example for anyone looking to understand how traditional business models are evolving in the face of increased client expectations and ongoing digital transformation.