It is important for law firms to stay on top of marketing trends and strategies in today’s rapidly evolving legal landscape. Lawyers must learn and implement new marketing techniques to attract, engage, and retain clients as the competition increases.
Various marketing trends have emerged and disappeared over the years. Traditional marketing methods are being abandoned or used very minimally by marketers. As a result, law firms must remain up-to-date with current marketing trends to be successful.
Marketing requires commitment and effort, so if you want to succeed, keep up with the latest marketing trends and be attentive. Keep up with the latest trends, monitor & optimize campaigns, and generate new leads simultaneously.
With that thinking, let’s look at the top trends in digital marketing for legal firms.
6 Digital Marketing Trends For Legal Industry in 2023
Law firms in 2023 should focus on the following digital marketing trends:
- Content in the form of short videos
TikTok is the best platform for short-form videos. It is one of the most popular social media platforms for creating short video content. Although Facebook and Instagram also have similar content, traffic generated by TikTok is four times compared to these platforms.
Recently in the year 2021, it generated more traffic than Google itself yes, you heard it right, and it will increase further. Due to such, TikTok is an important marketing channel and can be utilized in the legal industry through proper techniques.
It is unique in that it allows users to create short informative videos very easily. Consequently, law firms can use this application to educate their potential clients about legal matters and establish a relationship of trust with them.
You can link your TikTok account to your website and social media accounts. Websites and social media accounts can generate traffic through TikTok views.
- Build user-friendly websites
A person’s first step when looking for a lawyer is to search Google. The core of your marketing strategy is law firm websites found through a Google search. Investing in website optimization is, therefore, imperative.
The user interface is the first thing a visitor notices on a website. That’s why your website must be designed to engage the users so they can stay and browse or scroll on it easily. You must also ensure that your landing pages load quickly. Websites that take a long loading time tend to lose the visitor’s interest.
Always add a blog section on your website. It is a good way to show your expertise and knowledge regarding the legal industry and, most importantly, an effective SEO strategy. Also, provide your contact information on your website. So that potential leads can easily reach you.
- Increase Social Media Presence
Social media presence provides your law firm with another avenue for potential clients to find you. We discussed TikTok as the top social media platform, but we can’t ignore others with billions of users, such as Facebook, Twitter, Instagram, etc.
A report by the American Bar Association (ABA) states that 86% of registered law firms have a social media presence.
It has been reported that 81% of law firms have an active social media presence, according to a report by the American Bar Association (ABA). Furthermore, 29% of these firms cited their social media presence as a factor in client retention.
LinkedIn, Facebook, Twitter, and Avvo are some of the major social media applications law firms use. An effective campaign, however, requires a combination of these platforms.
A competent digital marketing agency can effectively manage your company’s social media accounts on your behalf. Furthermore, it allows you to engage with existing and potential clients, which is beneficial for building your brand’s trustworthiness.
- Deploy PPC Advertising (Pay-Per-Click)
It is imperative that your firm’s marketing efforts are balanced between paid and organic advertising, the organic being the SEO which everyone knows. In PPC marketing, an attorney advertises their firm services through paid ads on Google or other search engine platforms.
The pay-per-click model requires law firms to pay fees when potential clients click on their ads. You are charged only for the clicks you receive from visitors. Due to this, the more competitive the keyword, the higher the cost.
You can use various online tools like Google Analytics and Rank Tracker for rank tracking for law firms to see where their ads rank in search results against specific keywords. Pay-per-click advertisements allow you to target specific types of clients seeking specific legal services. This way, your marketing efforts will be enhanced to improve new client acquisition.
- Create Podcasts To Attract Audiences
The number of podcast listeners is predicted to reach 504.9 million by the year 2024. There is great potential in this platform that has yet to be realized.
Instead of spending time reading a long text, podcasts enable consumers to listen to information on the go, using only a smartphone or device to do so. There are even options for firms to create separate shows tailored to specific audiences within their practice areas.
- Develop Visually Rich Content Focused on Storytelling
In 2023, connecting emotionally and intellectually with your audience is a good practice. You can provide information but set yourself apart by evoking emotion. Online users are increasingly spending a significant amount of time on visual platforms.
Ensure you incorporate visuals into your ideas, such as case studies and white papers. To show readers what they will learn if they dive into the article, choose graphics that grab their attention. Consider creating an infographic if you have a lot of information you would like to share – these are excellent visuals that can be used in blogs and e-books, among other things.
Conclusion
With 2023 in full swing, your firm must keep up with the latest marketing trends to remain competitive. Doing so can generate quality leads and ensure maximum client retention.
After reading this article, you will better understand the top digital marketing trends in the legal industry and how you can incorporate them into your strategy.
