Finding Success in the Legal Sector: A Guide for MSPs

MSP Marketing Law Industry Domination

As MSPs strive for distinction in a competitive market, focusing on the legal industry presents a unique opportunity for differentiation. Specialisation is the key. By focusing on the specific challenges and needs of one industry – in this instance, law firms – an MSP can establish itself as an indispensable, expert partner.

Advantages of Specialisation

Transitioning from a generalist to a specialist MSP might take between 3 to 36 months, but the benefits are significant. Deep industry knowledge positions an MSP as a thought leader and reliable advisor, traits highly valued by law firms. This shift from a broad approach to a focused expertise not only distinguishes you in a saturated market but also underpins your path to success. Let’s explore how to achieve this transformation effectively.

A Blueprint for Legal Sector Dominance

You should see this guide as your blueprint to conquering the legal industry, but it is important to note that the underlying principles can be applied across various sectors.

How to Secure a Strong Start

A legal firm’s data is its lifeblood. Without strict legislative mandates, the industry operates under a self-imposed expectation of impeccable data security. For an MSP, this is an entry point, offering a service that, while not explicitly required by law, is understood to be essential for a law firm’s survival and reputation.

TIP: Utilise Co-Op Marketing Funds

Remember, you’re not alone in this journey. Co-operative marketing funds provided by partners can significantly bolster your marketing initiatives. Partners like Synnex, Lenovo, or Microsoft can contribute substantial amounts to support your efforts.

Step 1: Profile Your Ideal Customer

Creating perfect customer profiles (ICPs) is crucial for any MSP targeting the legal industry. This foundational step ensures your marketing and service offerings hit the mark. ICPs help tailor your approach to address the specific needs and challenges of different law firms, enhancing the effectiveness of your campaigns and improving engagement.

By understanding the unique preferences of your ideal law firm clients, you not only allocate resources more efficiently but also streamline your sales cycle. A precise ICP lets you quickly identify and focus on qualified leads, leading to better conversion rates and a stronger return on investment.

Step 2: Offer Cyber Security and Cyber Insurance Compliance Services

As mentioned, these services secure your entry point into the legal sector but offering them requires a two-pronged approach: capability and communication. First, your firm must be able to deliver on cyber security promises thoroughly. Second, your website must articulate your service offerings in clear, compelling terms that resonate with law firms’ needs for confidentiality and client trust.

Step 3: Refine Your LinkedIn Presence

Your LinkedIn profile is often the first impression you make on potential clients or partners. For an MSP in the legal field, it is critical to curate your personal and corporate profiles to reflect your understanding and expertise in legal matters. Everything from your summary to your endorsements should align with the legal industry’s values and language.

Step 4: Become a Partner of your local law association and Engage in Their Events

[geot_filter country=”AU” ]One effective way to establish your presence in the Australian legal industry is by becoming an Association partner and actively participating in their events. Your local law association is a leading organisation in the legal sector, and partnering with them can provide valuable networking opportunities and exposure to your target audience.

Step 5: Network with Legal Practice Managers

With a sizable target audience of practice managers and directors, establishing a wide network is key. Each connection represents a door to opportunity, making it vital to engage with these professionals strategically and consistently.

TIP: The Art of LinkedIn Engagement

LinkedIn can be a goldmine for connections if approached with tact:

  • Craft each invitation to reflect a genuine interest in the recipient’s expertise.
  • Resist the urge to send a sales message right after connecting.
  • Allow a respectful interval before initiating a substantial conversation.

Step 6: Execute a Cold Outreach Campaign

Building an email campaign requires careful planning and execution, and a targeted list of industry-specific contacts is the foundation. Communicate with the intent to inform and assist rather than sell. Foster relationships patiently, share valuable resources and back your communications with social proof. Monitor engagements and track progress with a robust CRM system, adjusting your strategy as necessary.

Step 7: Create a Lead Magnet

A lead magnet is a powerful tool for attracting potential clients and building your email list. You can create a lead magnet tailored to the legal industry, such as a self-assessment checklist or utilise tools provided by your solution partners. Here’s how to make the most of your lead magnet

  • Develop a Valuable Resource: Create a resource that addresses the specific challenges and needs of law firms. This could be a checklist, an e-book, a webinar, or any content that provides practical value.
  • Email it to Your Prospects: Send your lead magnet to your target prospects via email. Use compelling subject lines and personalised messages to grab their attention.
  • Law Association Newsletter: Collaborate with your local Law Association to feature your lead magnet in their newsletter. This can help you reach a wider audience within the legal sector.
  • Law Association Website: Get your lead magnet posted on your local Law Associations website. This adds credibility and makes it accessible to legal professionals seeking valuable resources.
  • Blog Promotion: Create a blog post introducing your lead magnet and its benefits. Share it on your own blog to attract organic traffic and showcase your expertise.
  • LinkedIn Outreach: Share your lead magnet on LinkedIn and consider directly messaging your prospects. Use professional language and highlight how the resource can address their specific needs.

Step 8: Establish Your Authority

Trust is the currency of the legal world. MSPs must go beyond service delivery to become thought leaders. This means producing well-researched, authoritative content that speaks to the challenges and developments in the legal industry. Your articles, case studies, and other materials should not only demonstrate your expertise but also contribute valuable insights to the industry.

TIP: Providing Tools for Engagement

Interactive tools, like a self-assessment checklist, offer a hands-on way to engage potential clients and show them the value you provide. These tools can act as conversation starters and show your proactive approach to addressing the unique challenges those operating in the legal industry face.

Step 9: Website Optimisation for Legal Services

Search engine presence is critical for any business, especially for MSPs targeting the high-stakes legal market. Optimising your website to appear in top search results is equivalent to being visible to potential clients. The aim should not just be to exist but to stand out as a leading provider of IT services for law firms.

Start Dominating Today

Dominance in the legal industry as an MSP demands a strategic approach, one that marries technological acumen with a deep understanding of legal services. To ensure your MSP successfully executes each step in this guide, partner with experts who know your industry and can seamlessly work with you.

If your MSP is ready to specialise in the legal sector or any other niche market, partner with LeftLeads, where expertise in growing MSP businesses within specific industries awaits you. Ensure your path to becoming an indispensable industry authority starts today.

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