These days, there’s a lot that a spiffy website, a sharp social-media presence and a keen eye for the hot topics of the day can do for your law firm.
Just ask Britt Frank.
Since joining the Milwaukee law firm Gimbel, Reilly, Guerin & Brown three years ago, she has worked to make each of these features and plenty others – such as podcasts – a big part of the firm’s business strategy. No longer will billboards and TV ads suffice.
And in her time at the firm, she’s seen results. GRGB has grown rapidly in the last few years, adding employees and increasing its revenue.
“We needed to have that online presence. We needed to try a couple other things,” Frank said. “We had done the same thing for so long. As I have quickly learned, marketing has changed so much recently.”
Although Frank has been at GRGB for three years, she’s no stranger to Wisconsin’s legal profession. Before joining the firm, she worked for 15 years at the Milwaukee Bar Association in a number of roles, including as the coordinator of its lawyer referral and information service. It was there that she was introduced to the Milwaukee-area legal community and its needs.
And it was at the Milwaukee Bar Association that she learned what good marketing can do for a law firm – a lesson she has brought to GRGB. Frank has revamped GRGB’s website and streamlined its intake process.
Beyond that, she has worked to harness the expertise of lawyers to tackle pressing problems of the day.
For instance, GRGB now touts its expertise in a number of emerging fields, including LGBTQ family Law, CBD and cannabis regulations and personal-injury incidents involving electric scooters, Frank said.
The firm is also working to engage Millennials and understand how people in that generation and their parents differ in the ways they seek out lawyers. Frank said she’s finding Millennials – many of whom are approaching middle age – are thrifty.
“Marketing is interesting because you can’t just be known by a lot of attorneys anymore, you have to do a lot more,” she said.