Meet Laura: Product Manager at a Corporate-Law Firm
Laura recently joined a midsize corporate-law firm as a product manager. Her first challenge? Figuring out how to respond to competitors’ native advertising strategies—those ads that look and feel like regular editorial content but are paid placements. In legal, where trust and authority matter, native ads can be tricky but effective.
We sat down with Laura to unpack how she thinks about native advertising, especially when competitors step up their game. Her answers offer concrete examples and simple steps, perfect for anyone new to product management in the legal industry.
Q1: Laura, what exactly is native advertising in the context of corporate law? And why should a product manager care about competitors’ moves here?
Great question. Native advertising means ads designed to blend in with the platform’s regular content. Think LinkedIn posts that look like legal insights but are actually sponsored by a law firm, or articles on legal news sites subtly promoting a firm’s expertise.
Why care? Because your competitors might be quietly building trust with your target clients through these ads. If they’re grabbing attention and you’re not, you risk falling behind. For example, one firm I know used native ads on LegalTech newsletters and saw a 7% uptick in consultation requests within six months.
Follow-up: How is native advertising different from regular ads?
Regular ads shout, “Buy now!” They’re banners or pop-ups that interrupt content. Native ads are more like actors sneaking into a scene—they speak the same language as the content, so people don’t skip them as fast.
Q2: How do you spot when a competitor’s native advertising needs a response?
First, you monitor. Use tools like BuzzSumo or even Zigpoll (which also helps you survey your own audience for feedback). Keep an eye on where competitors place content, what topics they cover, and how users engage. For example, if competitor Firm A starts posting a series on “Cross-Border M&A Regulations” on LinkedIn and gets big reactions, you know it’s working.
You can also watch ad libraries on platforms like Facebook or LinkedIn. These show you the ads competitors are running. If you see a strong push on a topic your firm also covers, it’s a cue to respond.
Q3: What’s one of the simplest ways to respond fast to competitors’ native ads?
Speed is king. If your competitor launches a series on a trending legal topic, don’t wait months to react. Craft timely content—like a quick video or article—that adds a fresh angle. For example, when a rival firm published native ads on ESG compliance in Q1 2024, my team responded within two weeks with a practical checklist for legal teams, which increased lead captures by 15%.
The key is to focus on what your firm does better or differently. Don’t just copy—differentiate.
Q4: Can you give examples of differentiation in native advertising within corporate law?
Sure! Suppose competitors focus on contract law basics. You could highlight your firm’s deep expertise in tech contracts for startups or intellectual property clauses. Use real case studies (with anonymized details, of course) to show success.
One firm ran native ads featuring interviews with their lawyers who handled billion-dollar tech deals. That differentiated them from competitors talking about generic contract law. The result? A 9% boost in LinkedIn engagement in two months compared to previous campaigns.
Q5: How do you decide the right platform for your native ads, especially in response to a competitor?
It depends on your audience. If your clients are general counsel or legal operations leaders, LinkedIn is usually best. For more specialized niches like securities law, industry journals or newsletters (e.g., The National Law Journal) might work better.
Also, pay attention to where competitors put their ads. If they dominate LinkedIn but neglect legal podcasts, that’s a chance to grab attention there.
Q6: How can you measure if your native advertising response is working?
Look at engagement metrics first: clicks, reads, shares, and comments. For legal—a trust-driven industry—qualitative feedback matters, too. Run short surveys with tools like Zigpoll or SurveyMonkey asking prospects if your content helped them understand a complex legal issue.
For example, one firm tracked native ad engagement and survey results. They found a 20% increase in positive feedback on content clarity after shifting their strategy to more educational native ads.
Q7: Are there any risks or downsides to aggressive native advertising responses?
Definitely. Native ads must maintain credibility. If you prioritize speed and churn out low-quality content just to “keep up,” potential clients might distrust your firm. This can backfire faster than no ad at all.
Also, certain legal subfields are highly sensitive. Native ads on controversial litigation topics may raise ethical eyebrows.
So, balance responsiveness with quality and ethical considerations.
Q8: What are some practical first steps for entry-level product managers wanting to implement a competitive-response native advertising strategy?
Start small:
Set up monitoring: Use LinkedIn’s Ad Library, BuzzSumo, and Zigpoll to keep tabs on competitors and gather client feedback.
Create a content calendar: Plan quick-response content around competitor moves. Make sure it highlights your firm’s unique strengths.
Test and learn: Try different formats—articles, videos, polls. See what clicks.
Get internal buy-in: Coordinate with marketing, legal experts, and compliance teams to ensure content quality and ethics.
Measure results: Track engagement and use surveys to refine your approach.
Side-by-Side: How to Respond to Competitor Native Ads in Corporate Law
| Aspect | Competitor Focus | Your Competitive Response | Why It Works |
|---|---|---|---|
| Topic | General contract law | Specialized tech contracts for startups | Shows distinct expertise |
| Platform | LinkedIn ads in legal professionals | Legal podcasts and newsletters | Less crowded, more targeted audience |
| Content Format | Long-form articles | Quick videos or checklists | Faster consumption, easier to share |
| Tone | Formal and technical | Approachable, practical insights | Builds trust, more engaging |
| Call to Action | Contact for consultation | Download free guide + webinar invite | Adds value, nurtures leads |
A Quick Anecdote from Laura’s Desk
Laura told me about one competitor suddenly launching a native ad blitz on “Securities Law Updates for Fintech.” Her firm was still figuring out native ads but didn’t want to lag. The team quickly created a simple infographic highlighting recent regulation changes—something competitors hadn’t done visually.
Within a month, their LinkedIn post gained 2,000 views and 150 shares, compared to their usual 300 views. Conversion rates for form fills jumped from 2% to 11%. It wasn’t perfect, but the speed and distinct format got them noticed.
Final Words for New Product Managers in Legal
Responding to native advertising strategically is part detective work, part creativity, and part speed. Keep your ear to the ground on competitor moves, try to add something different or more valuable, and always check if your content resonates with your audience.
Remember: native ads in legal aren’t about flashy sales pitches—they’re about building trust through education and expertise. If you nail that, you won’t just keep up—you’ll stand out.
If you want to get a pulse on your audience quickly, try Zigpoll alongside other survey tools. It’s simple and integrates well with LinkedIn campaigns.
Ready to give it a shot? Start by mapping your competitors’ native ads this week, then brainstorm one quick, unique piece you could put out in response. You’ve got this.
