Why Law Firms Need Effective Outreach Strategies for Small Businesses

Law firms’ attention is often directed towards large corporations, leaving a significant gap in catering to the legal needs of small businesses, according to an article by Firesign Legal Marketing. With an average of 13 potential legal issues per year for each small business and 87% lacking in-house legal support, there exists a substantial opportunity for law firms to address the legal concerns of the approximately 33 million small businesses in the United States. Recognizing the potential for 373 million legal matters to be outsourced annually, the challenge lies in understanding how to connect with and serve these clients effectively.

To shed light on the buying behavior of small businesses in relation to legal services, Firesign conducted a survey of 100 small business owners and leaders. The findings reveal that small business operators are unlikely to engage with legal professionals until a specific need arises. Given the high levels of stress and time constraints faced by these individuals, only 20% actively educate themselves on legal issues, and a mere 4% attend law firm educational events.

Reaching small business owners necessitates alternative strategies. The survey indicates that 46% rely on trade publications for legal updates, while 37% engage with law firm content, particularly through websites and client alerts. Traditional media channels and general business press also play a significant role, with 46% obtaining legal information from these sources. Social media, especially LinkedIn, is used by 29% to stay informed about legal developments.

The preferred channels align with perceived reliability, with trade media ranked as the most trustworthy source at 29%. Law firm content closely follows at 26%, while content on general social media feeds is considered reliable by only 6%. Additionally, trade associations emerge as notable outlets for legal updates according to respondents.

Events and legal news sites are not effective avenues for reaching this demographic due to their busy schedules and low reliance on such platforms. In terms of marketing strategies targeted to clients before a legal need arises, the key takeaways include pursuing media coverage, posting content on LinkedIn for better circulation, and engaging with trade associations to build trust.