Ironically, many intellectual property (IP) firms advise their clients on trademark protection and other ways to protect their brand value but pay little attention to growing the firm's brand.

Some jurisdictions have regulations that proscribe advertising of legal services by law firms. However, this is not an excuse for not building your firm's brand value. There are several tried and tested approaches for reaching your target audience while complying with these rules.


Here are 5 surefire ways to grow your IP brand and win more clients:


1. Hire a law firm marketing and branding specialist


You may be a legal specialist but not a marketing and branding specialist. Therefore, the guidance of a brand specialist is invaluable. A brand specialist will offer an external, client-side perspective. Additionally, a brand specialist will bring specific knowledge and broader skill sets to the promotion of your firm.


2. Define your Target Market and Audience


There are about 7 billion people on earth, but only a fraction of these will need IP legal services. To effectively promote your services, you need to define your target audience.

Your target audience is a share of consumers that you are trying to reach with your marketing efforts. The data used to define your target audience may include age, gender, social class, purchasing power, and location.


Example of a target audience: Female entrepreneur, 18 - 40 years, living in New York, with a monthly income of $5000 - $8000, running a business in the past six months to 2 years, and looking for opportunities to protect her brand.

Who is your ideal client? What does the person or company look like? Where are they located? What IP or legal issues or concerns do they have that you can solve?


3. Define your Firm's Goals


Before developing a marketing strategy, ensure you define your marketing goals. Having clearly defined goals will help you measure the progress and efficacy of your branding efforts.

How many new clients do you want to attract each month, quarter or year? How much revenue do you want to earn? Do you want to gain market leadership within a specific period of time?


4. Develop a Brand Marketing and Business Development Strategy


Once you clearly define your marketing goals, you need to map out how to achieve these goals. Next, you need a plan that details all the actions you need to take and the investments required to achieve each goal.

In developing your strategy, you need to consider your resources and be realistic in how to maximize these resources.

Your strategy should include a target or potential client list, a marketing and business development budget, and a strategic content development plan.


5. Develop an Editorial Calendar for Your Blog and Social Media Platforms


To build your firm's brand, gain visibility, maintain your market position and grow your audience and client base, you must consistently churn out quality content.

A content calendar helps you plan your content strategically while saving valuable time.

You should organize your content based on topics or themes. Your content should also revolve around the investments you make. For instance, if the majority of your target audience attend a specific conference every year, you might want to include thought leadership around the conference's theme on your calendar before and after the conference, focusing on the legal services you are offering. You should not also forget to have representatives of your firm at the conference.

Planning a social media campaign around your content can also increase its outreach and give your firm more visibility.


Credibility is probably the single most important word in marketing. Clients will choose your firm over others if you are visible and communicate credibility. To do this, you must consistently appear before the right audience with quality, thought leadership content that cuts through the vortex of noise in the market. This grows your firm's brand value, without breaching anti-advertising regulations and helps you easily win more clients.

Our clients generally do not like cold calling, so IP firms are not that different from other markets. However, gatekeepers can be challenging, it's hard to talk to the right person, time is limited, and potential clients give strong and immediate feedback. Fortunately, in the 21st century, there is an alternative to cold calling: LinkedIn Outreach Messages. Let us take a look at how it works and why it's many times more effective than blindly calling a list of contacts.



A safer alternative for directly reaching out


Even the best and most well-known companies rely on outbound sales tactics: they need to smooth out seasonal fluctuations, cannot risk losing the market to competitors, or plan to attract a particular company to their portfolio.


To achieve these goals, you just have to do the footwork - but cold calling is not the preferred lead generation tactic for IP firms. As Microsoft's LinkedIn became the number one social networking site for businesses, sales reps also began to shift from cold calling to a more effective tool: outreach messaging.


How to prepare for messaging?


What's better about that than sending an email? LinkedIn, especially with the subscription Sales Navigator, allows you to search for potential candidates and find the most appropriate candidates to connect with. If you use it correctly, this tool eliminates the blindness and randomness of cold calling.


Sending messages is one thing, but if the pre-qualification of potential leads is not done correctly, you will not have much "luck" with this approach. So, as a first step, review your buyer personas - if you do not already have one, read our previous blog post on how to create one.


Let us take an example: based on your Buyer Persona, target IP Licensing Managers in Germany. To make our model understandable for all readers, we will only use features that are available in the unpaid version of LinkedIn.


Visit linkedin.com and enter "IP Licensing Manager" in the search bar. Depending on your existing network, you will probably get several useful hits in the search results right away, but LinkedIn can do much more for you. Next, click on "All Filters" and start narrowing down your search results list. In the free version, both the number of results and the filter types are limited, as the company understandably wants to get you to subscribe. (Great tactic, by the way!) You can test the social platform's capabilities with the "Country," "Current Company," and "Job Title" filters, all of which are useful for finding the right prospects.


How to send a message?


Another important element in this process is customizing your message, which is best preceded by a friend request. Send a short note with the friend request explaining why you are seeking the conversation.


The right research, a tailored message, and quality over quantity will bring you the success you want for your outbound sales efforts. With LinkedIn outreach messaging, you can not only replace traditional cold calling, but also target your prospects much more accurately. Integrate LinkedIn Sales Navigator into your daily sales activities and see how quickly it boosts your efforts.


2 views0 comments

Our clients generally do not like cold calling, so IP firms are not that different from other markets. However, gatekeepers can be challenging, it's hard to talk to the right person, time is limited, and potential clients give strong and immediate feedback. Fortunately, in the 21st century, there is an alternative to cold calling: LinkedIn Outreach Messages. Let us take a look at how it works and why it's many times more effective than blindly calling a list of contacts.



A safer alternative for directly reaching out


Even the best and most well-known companies rely on outbound sales tactics: they need to smooth out seasonal fluctuations, cannot risk losing the market to competitors, or plan to attract a particular company to their portfolio.


To achieve these goals, you just have to do the footwork - but cold calling is not the preferred lead generation tactic for IP firms. As Microsoft's LinkedIn became the number one social networking site for businesses, sales reps also began to shift from cold calling to a more effective tool: outreach messaging.


How to prepare for messaging?


What's better about that than sending an email? LinkedIn, especially with the subscription Sales Navigator, allows you to search for potential candidates and find the most appropriate candidates to connect with. If you use it correctly, this tool eliminates the blindness and randomness of cold calling.


Sending messages is one thing, but if the pre-qualification of potential leads is not done correctly, you will not have much "luck" with this approach. So, as a first step, review your buyer personas - if you do not already have one, read our previous blog post on how to create one.


Let us take an example: based on your Buyer Persona, target IP Licensing Managers in Germany. To make our model understandable for all readers, we will only use features that are available in the unpaid version of LinkedIn.


Visit linkedin.com and enter "IP Licensing Manager" in the search bar. Depending on your existing network, you will probably get several useful hits in the search results right away, but LinkedIn can do much more for you. Next, click on "All Filters" and start narrowing down your search results list. In the free version, both the number of results and the filter types are limited, as the company understandably wants to get you to subscribe. (Great tactic, by the way!) You can test the social platform's capabilities with the "Country," "Current Company," and "Job Title" filters, all of which are useful for finding the right prospects.


How to send a message?


Another important element in this process is customizing your message, which is best preceded by a friend request. Send a short note with the friend request explaining why you are seeking the conversation.


The right research, a tailored message, and quality over quantity will bring you the success you want for your outbound sales efforts. With LinkedIn outreach messaging, you can not only replace traditional cold calling, but also target your prospects much more accurately. Integrate LinkedIn Sales Navigator into your daily sales activities and see how quickly it boosts your efforts.


10 views0 comments