Community trust is a real growth strategy for law firms

What do you mean when you say that too many law firms have “shiny object syndrome” when it comes to legal marketing? 

When I talk about “shiny object syndrome,” I’m talking about firms reacting to whatever seems to be working for someone else.

A partner hears that a competitor is running TV, so suddenly everyone wants to be on TV. Someone comes back from a conference sold on AI chatbots solving every intake problem. A month later, another agency declares SEO dead and GEO the future. Then a friend of one of the partners looks at the website and says, "I think y'all need a new logo," so now everyone is talking about a complete rebrand.

The funny thing is, none of those ideas are necessarily bad. TV can work. AI can be incredibly valuable. SEO still matters, and there are certainly times when a rebrand makes sense. The problem is that most of those decisions are being made as reactions instead of as part of a strategy.

The firms that consistently grow aren't chasing whatever everyone else is talking about that month. They know exactly who they're trying to reach, what they want to accomplish, and how every marketing dollar fits into that bigger picture. When you have that kind of strategy in place, it becomes a whole lot easier to tell the difference between an opportunity that's worth pursuing and just another shiny object.

You argue that one opportunity worth pursuing is showing up in your community. 

While there isn't a study that says, “Sponsor your local Little League team, and you’ll get more clients,” there is plenty of research showing that people are more likely to trust and support organizations whose values align with their own.

The 2018 Cone/Porter Novelli Purpose Study found that consumers are more likely to buy from, remain loyal to and advocate for companies they believe are making a positive impact. Research published in Strategy Science found that an organization's purpose can strengthen stakeholder trust when it's authentic and backed by consistent action.

None of this research is specific to law firms, but I think the principle absolutely applies. People hire lawyers they trust. Community involvement isn't about generating the next case. It's about consistently demonstrating that your firm is invested in the same community your clients call home. When that involvement is authentic, trust grows. And over time, trust turns into referrals, reputation and long-term relationships.

How does a firm figure out which causes are the best ones to support? 

Ask yourselves, "What does our firm genuinely care about?"

Maybe it's addressing food insecurity in your community. Maybe it's supporting veterans, first responders, local schools or another cause that's meaningful to your attorneys and staff. The important thing is that it feels authentic. People can tell when a firm is supporting a cause because they genuinely care, versus simply checking a marketing box.

Once you've identified a cause that's important to your firm, find an organization that's already making a difference and ask how you can help beyond writing a check. If your passion is fighting food insecurity, connect with your local food bank. If you're passionate about helping children, reach out to your local Boys & Girls Club or a similar organization in your community. If supporting veterans is important to your team, your local VA hospital can often connect you with organizations doing incredible work in your area. And if you're not sure where to start, call your local United Way. They have their finger on the pulse of your community's greatest needs and can help point you in the right direction.

From there, look for ways to get involved. Volunteer your time. Offer free legal education to the community. Have your attorneys speak at events. Create a scholarship. Use your firm's social media and marketing channels to help shine a spotlight on the organization's mission.

That is where the real relationships are built.

Now, don't get me wrong. Nonprofits still need the check, and sponsorship dollars are incredibly important. My point is that if your involvement begins and ends with a logo on a banner, you're leaving a tremendous opportunity on the table. The firms that make the biggest impact in their communities are the ones that consistently show up. They invest their time, build meaningful relationships, and become a trusted part of the communities they serve. In my experience, that's what people remember long after the event is over.

What's the dollar difference between the local sponsorship play and trying to compete with the billboard and TV giants?

I think a lot of firms assume they have to compete with the firms they see on every billboard or every commercial break, and that's simply not the case.

The reality is that many of the largest personal injury firms are investing millions of dollars a year in advertising. For many small and midsize firms, trying to outspend them isn't a realistic strategy.

Community sponsorships are different because you're investing in relationships, not just impressions. Depending on the organization and the level of involvement, a sponsorship might cost a few hundred dollars or a few thousand dollars. More importantly, it often comes with opportunities to volunteer, attend events, meet local leaders, connect with potential referral partners, generate meaningful content for your marketing channels and build a reputation that lasts well beyond the event itself.

I've seen firms spend a few thousand dollars supporting the right organization and build relationships that continue generating referrals and goodwill for years. That's hard to measure on a spreadsheet, but it's one of the best long-term marketing investments a firm can make when it's done intentionally and consistently.

How do you measure whether it's working?

Community outreach can be one of the hardest things to measure, especially if you're only looking at cost per lead.

I like to look at it through both a short-term and long-term lens.

In the short term, I'm looking at things like referral source growth, website traffic coming from community organizations, local backlinks, social engagement, event participation and whether we're seeing more conversations and connections in the community.

The long-term metrics are where I think the real value shows up. Are more people searching for your firm by name? Are you getting better referral partners? Is recruiting becoming easier because people recognize and respect your brand? Are you building lasting partnerships with organizations in your community? Those are all indicators that your reputation is growing.

The reality is that not every marketing investment should be judged by cost per lead. And with all of the available data, we easily see that some of the most valuable investments a firm can make don't pay off in 30 days. They pay off over years by strengthening your reputation, deepening relationships, and creating a level of trust that's difficult for competitors to replicate.

Bonus round: If someone wanted to go a little deeper on this topic, what direction would you point them? 

There are a couple of books I would recommend: The Go Giver and Unreasonable Hospitality.