{"id":1892,"date":"2017-02-21T16:37:21","date_gmt":"2017-02-21T16:37:21","guid":{"rendered":"https:\/\/www.eliott-markus.com\/wilo\/les-fondamentaux-du-legal-marketing\/"},"modified":"2023-11-13T14:02:07","modified_gmt":"2023-11-13T14:02:07","slug":"les-fondamentaux-du-legal-marketing","status":"publish","type":"wilo","link":"https:\/\/www.eliott-markus.com\/en\/wilo\/les-fondamentaux-du-legal-marketing\/","title":{"rendered":"Les fondamentaux du Legal Marketing"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">La Legal Marketing Association<a href=\"#_ftn1\" target=\"_blank\" rel=\"noreferrer noopener\">[1]<\/a>, cr\u00e9\u00e9e en 1985, regroupe les professionnels du marketing, du d\u00e9veloppement et de la communication qui travaillent au sein ou au service des cabinets d\u2019avocats et des professions du droit. Cette association tient chaque ann\u00e9e une conf\u00e9rence. Celle de 2017 se d\u00e9roulera \u00e0 Las Vegas du 27 au 29 mars.<\/h2>\n\n\n\n<p>Plus d\u2019une centaine d\u2019intervenants se partagent de tr\u00e8s nombreux sujets dont\u00a0 tous ceux li\u00e9s \u00e0 l\u2019innovation de la profession et des cabinets. Certains ateliers sont aussi l\u00e0 pour rappeler les fondamentaux du d\u00e9veloppement et de la communication au sein des cabinets d\u2019avocats.<\/p>\n\n\n\n<p>Un atelier intitul\u00e9 \u00ab\u00a0<em>Tearing down the silo process\u00a0: integrating PR and content<\/em>\u00a0\u00bb nous rappelle que la promotion d\u2019un cabinet d\u2019avocats repose sur des familles d\u2019actions bien distinctes qu\u2019il est imp\u00e9ratif de savoir coordonner. Le programme de cet atelier distingue quatre cat\u00e9gories d\u2019actions qui peuvent \u00eatre entreprises par les avocats eux-m\u00eames, des professionnels au sein des cabinets ou encore des prestataires ext\u00e9rieurs\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Les relations publiques et relations presse\u00a0: le relationnel institutionnel et les relations avec la presse<\/li><li>Les actions de marketing\u00a0: les actions de promotion du cabinet, de son nom, de son image et de son offre.<\/li><li>La cr\u00e9ation et la diffusion de contenu\u00a0: la diffusion du savoir du cabinet en ligne et par tous les moyens.<\/li><li>Les actions de d\u00e9veloppement\u00a0: les initiatives prises par les avocats aupr\u00e8s de clients potentiels ou de prescripteurs.<\/li><\/ul>\n\n\n\n<p>Pour que le cabinet\u00a0 parvienne \u00e0 d\u00e9ployer une politique coh\u00e9rente en faisant fonctionner ces diff\u00e9rents leviers, il lui faudra faire le lien entre les quatre composantes ci-dessus. Trop souvent, le cabinet va mener des actions sporadiques avec une d\u00e9perdition consid\u00e9rable de temps et d\u2019\u00e9nergie. Il faut savoir casser les \u00ab\u00a0silos\u00a0\u00bb pour mettre en place une politique o\u00f9 toutes les initiatives s\u2019enrichiront dans le cadre d\u2019une strat\u00e9gie globale du cabinet.<\/p>\n\n\n\n<p>D\u2019autres ateliers de la conf\u00e9rence annuelle de la LMA nous donnent des cl\u00e9s sur la marche \u00e0 suivre.<\/p>\n\n\n\n<p>Il faut d\u2019abord commencer par le contenu. Ce point de d\u00e9part concerne tous les cabinets m\u00eame ceux qui n\u2019ont aucune ressource comme le rappelle l\u2019atelier \u00ab\u00a0<em>No Budget, No Resources, No Problem: Implementing a Content Marketing Program with NO Budget or Resources<\/em>\u00a0\u00bb.<\/p>\n\n\n\n<p>Le contenu est le carburant qui va alimenter le moteur de la promotion du cabinet. Il sera d\u2019abord relay\u00e9 par le site Internet et associ\u00e9 aux profils des avocats du cabinet avant d\u2019\u00eatre rediffus\u00e9 par tous les moyens disponibles.<\/p>\n\n\n\n<p>La politique de cr\u00e9ation de contenu\u00a0 devra aussi tenir compte de la strat\u00e9gie de diffusion de ce m\u00eame contenu et une diffusion efficace exigera une base de donn\u00e9es actualis\u00e9e et pertinente par rapport \u00e0 la strat\u00e9gie de d\u00e9veloppement du cabinet. C\u2019est notamment le th\u00e8me d\u2019un autre atelier \u00ab\u00a0<em>Want a New Industry-focused Client Base? Learn How an Associate Built One in Three Years<\/em> \u201c qui aborde la question de la constitution et de l\u2019utilisation d\u2019une base de prospection construite sur un mod\u00e8le sectoriel.<\/p>\n\n\n\n<p>A d\u00e9faut de pouvoir vous rendre \u00e0 Las Vegas, la lecture du programme\u00a0 de l\u2019\u00e9v\u00e9nement<a rel=\"noreferrer noopener\" href=\"#_ftn2\" target=\"_blank\">[2]<\/a> m\u00e9rite quelques minutes. C\u2019est un condens\u00e9 p\u00e9dagogique qui nous aide \u00e0 comprendre toutes les composantes d\u2019une strat\u00e9gie de promotion d\u2019un cabinet d\u2019avocats.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>Pour aller plus loin<\/strong><\/strong><\/h4>\n\n\n\n<p><a href=\"#_ftnref1\">[1]<\/a> <a href=\"http:\/\/www.legalmarketing.org\/about_lma\" target=\"_blank\" rel=\"noreferrer noopener\">http:\/\/www.legalmarketing.org\/about_lma<\/a><\/p>\n\n\n\n<p><a href=\"#_ftnref2\">[2]<\/a> <a href=\"http:\/\/www.legalmarketing.org\/p\/cm\/ld\/fid=2205\" target=\"_blank\" rel=\"noreferrer noopener\">http:\/\/www.legalmarketing.org\/p\/cm\/ld\/fid=2205<\/a><\/p>\n","protected":false},"author":11,"featured_media":0,"template":"","categories":[223],"tags":[38,26,28],"class_list":["post-1892","wilo","type-wilo","status-publish","hentry","category-strategie","tag-communication","tag-legaltech","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les fondamentaux du Legal Marketing<\/title>\n<meta name=\"description\" content=\"La Legal Marketing Association, cr\u00e9\u00e9e en 1985, regroupe les professionnels du marketing, du d\u00e9veloppement et de la communication qui travaillent\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eliott-markus.com\/wilo\/les-fondamentaux-du-legal-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les fondamentaux du Legal Marketing\" \/>\n<meta property=\"og:description\" content=\"La Legal Marketing Association, cr\u00e9\u00e9e en 1985, regroupe les professionnels du marketing, du d\u00e9veloppement et de la communication qui travaillent\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eliott-markus.com\/wilo\/les-fondamentaux-du-legal-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"eliott &amp; 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