Data-Driven Marketing: Essential Strategies for Supporting Law Firm Growth
Watch the Video to learn about
- Avoiding the mistakes law firms make when differentiating in a crowded market.
- Discover how neglecting client experience could be costing you referrals and repeat business.
- Why not integrating emerging AI tools might leave you lagging behind competitors.
- Understand the risks of not driving decisions through data in your marketing strategy.
Katchr Managing Director Graham Moore speaks with Rich Dibbins, digital marketing expert and founder of Staxton Digital, about the challenges and opportunities facing law firms legal marketing. Rich shares practical advice on tackling the challenges of differentiation in a competitive market, leveraging data and technology to make smarter decisions, and adopting client-first strategies that elevate both marketing and business outcomes. This is an essential listen for law firm marketing leaders aiming to thrive in 2025.
Watch the Video to learn about
- Avoiding the mistakes law firms make when differentiating in a crowded market.
- Discover how neglecting client experience could be costing you referrals and repeat business.
- Why not integrating emerging AI tools might leave you lagging behind competitors.
- Understand the risks of not driving decisions through data in your marketing strategy.
Katchr Managing Director Graham Moore speaks with Rich Dibbins, digital marketing expert and founder of Staxton Digital, about the challenges and opportunities facing law firms legal marketing. Rich shares practical advice on tackling the challenges of differentiation in a competitive market, leveraging data and technology to make smarter decisions, and adopting client-first strategies that elevate both marketing and business outcomes. This is an essential listen for law firm marketing leaders aiming to thrive in 2025.
Don’t have time to watch now? Here are some highlights.
What do you think is the single biggest marketing challenge that mid-size law firms face today?
The key challenge is differentiation in a saturated digital market:
“Law firms all say they’re the best at what they do. But if you all say you’re the best, that’s not differentiating yourself.”
Differentiation requires social proof and a compelling value proposition:
“Why should I choose X law firm for these legal services? Demonstrating that with social proof… to raise the game and be different. People will remember you for that.”
How would you approach differentiating in the legal sector?
Success lies in creating a memorable client experience across multiple touchpoints:
“There’s about seven or eight touch points for why a client should choose you. Social proof, your website presence, how you treat your clients, and also how you treat your staff.”
Emphasis on a service-oriented mindset over selling:
“Let’s replace selling with service because we know selling and marketing are dirty words in the legal profession.”
If a marketing team at a law firm could only focus on three things in 2025, what should they prioritise?
Data-Driven Decisions:
“The first one is the new gold, which is data… Let’s work backwards, see what’s trending, look at the data, what popular pages are on your website, what people are typing into Google to find you.”
“If it’s not backed by data, you’re kind of just throwing things at the wall to see what sticks. And that’s not good enough for 2025.”
Client Experience:
“It’s having a client-centric approach. It’s making the client feel special because the last emotion they feel when they deal with you is what they’re going to tell other people about your service.”
Technology Integration:
“Adopting and looking at new technology that’s going to help improve efficiencies… Law firms are swimming in data. Use technology to your advantage to save time.”
One of the challenges I we often see is that law firm marketers are almost scared of the data. What’s your take on that?
Do not to fear negative data:
“If you find something that’s not working, that’s actually really useful because you know not to do that again.”
Use data to diagnose and improve:
“I’m always looking at the negative aspects of data… Why is there that kind of drop in data? Use it to your advantage of what works, what doesn’t work.”
What marketing trends do you see on the horizon that law firms need to start paying attention to now?
Local SEO:
“If you’re going to create content, make sure one that you’ve done keyword research for the content, then optimise it and track how it performs.”
Social Media Branding:
“Building your brand, not just selling your services day in, day out.”
Video Content:
“Video creation is the number one piece of medium that is viewed on a smart device or on a desktop.”
If you wanted to give law firm marketers one quick win to implement straight away, what would it be?
Follow up with prospective clients:
“Majority of law firms don’t follow up on their prospects. Just ask, ‘What is it I could have done better? Why didn’t we work together?’”
Add value in follow-ups:
“Send them an email with a blog or guide and say, ‘I thought this might help you in the future. If you need anything, you know where I am.’”
Why do you think law firms avoid follow-ups?
Fear and lack of training:
“They’re scared because they’ve never been trained to do it and they don’t like rejection. Nobody likes rejection. But the only way you’ll learn to win more business is understanding why.”
Solutions include processes like CRM automation and structured follow-up systems:
“You can have automated follow-ups processes. There’s a number of tech providers that offer that.”
Any other key message for law firm marketers?
Experiment with AI and invest in tools:
“If you can find a piece of software that will gain you back one hour in a week, that’s almost three days in a year.”
Advocate for marketing budgets:
“Give your marketers the budget to go and do this… They need tools that can really help them because if they can save time, they can then add other resources and be better and more flexible at delivering results for the firm.”
Rich Dibbins
Rich Dibbins is a dynamic and insightful speaker specialising in demystifying digital marketing to empower law firms across the world. With over a decade of experience, his presentations are charged with actionable insights, reflecting a “no-nonsense” philosophy that resonates deeply in the sometimes-arcane world of legal marketing.
Navigating the complex intersection of technology and law, Rich is on a mission to prove that behind every effective marketing strategy, there’s substance, not just style. Renowned for his engaging style and captivating workshops, he has been a keynote speaker at prestigious legal conferences such as Legal Market Day and conferred with numerous testimonials for his consultancy approach on marketing challenges unique to the legal sector.
Rich doesn’t just talk the talk; he walks the walk. His belief in marketing for all law firms, regardless of size or budget, has led him to create and share free tools and strategies with his audiences, ensuring that they have the practical resources to implement immediately.
Rich setup Staxton Digital with the only purpose to help law firms who were struggling or tired of being bamboozled with marketing terminology.
Beyond his professional endeavours, Rich finds joy spending time with Molly, his beloved labradoodle, and Noah, his energetic son. An unexpected aficionado of boxing lore, Rich often brings the fighting spirit into the marketing arena, inspiring his listeners to fearlessly tackle their marketing hurdles headon.
Prepare to be energised, enlightened, and equipped with the knowledge to transform your legal marketing efforts, courtesy of Rich’s engaging and transformative delivery.
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