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3 Marketing Trends Law Firms Can Capitalize On For Success

In the legal sector, marketing is a billion-dollar industry. More legal firms are dedicating resources to marketing their services instead of relying on traditional word of mouth. Many legal practices are not simply using digital marketing to attract new clients, but also to build their brand presence. As of 2018, 85 percent of attorneys were utilizing social media in their marketing strategy, according to Finances Online. Meanwhile, 87 percent of legal firms now have a website, while 59 percent of private solo attorneys have their own website. However, it is no longer enough to establish a legal website or social media presence to succeed in your legal marketing efforts. To stand out in a highly competitive landscape, lawyers must stay ahead of the curve and tap into upcoming marketing trends, making them their own.Consistency In Content Publication Continues To Be Asked For
Content marketing continues to be influential in 2021, with trends like content-driven personalization and streaming video content proving to be very popular. Video marketing has steadily become a chosen medium for marketers. Approximately 87 percent of marketers use video in their marketing strategy, according to recent video marketing statistics. For lawyers, video marketing can help you build trust and creditability amongst clients. However, more customers are calling for companies to be more consistent in their content publication strategies. Therefore, if your law firm chooses to launch a legal blog or legal informational social media post, ensure you stick to a schedule. Additionally, legal firms should adhere to a uniform tone in their content, as well as a regular content publications strategy.
When it comes to content publication strategies, advanced software can help deliver the right content at the best platform and time. 
For example, personalization software can analyze user data and behavior to segment audiences based on various criteria. That enables publishers to create targeted content that resonates with each group’s preferences. 
By understanding what a user has previously engaged with, the software can suggest similar or related content likely to interest them, increasing engagement and time spent on the site. Moreover, the tool allows publishers to experiment with different content formats, headlines, and call-to-action triggers to determine which performs best for each user group, leading to data-driven content optimization.  
Multi-Channel And Omni-Channel Marketing Will Continue To Gain Momentum
It is also important that lawyers maximize their marketing channels instead of focusing solely on one platform. Customers are now expecting businesses to be available across multiple channels, including social media, websites and email. Omni-channel marketing also focuses on expanding your marketing reach, while also providing more mediums for lawyers to interact with potential clients. The difference between the two is that omni-channel marketing considers that clients may transfer across marketing channels throughout their customer journey.
Therefore, it is important to ensure marketing content consistency across all channels so that clients experience a seamless client experience. Ensuring your marketing strategy is cohesive across all channels (awareness, consideration, conversion, and re-engagement channels) is a good place to start for lawyers. For instance, if you are investing in content marketing for client awareness, the addition of aligning law firm SEO at the conversion touch point can help to improve client conversion.
Run promotions and campaigns that are accessible across various channels. For example, you can launch a promotion on social media, extend it to your website, and promote it through email newsletters, ensuring customers have multiple opportunities to engage. 
Another omnichannel marketing tactic is integrating your channels for a seamless shopping experience. For instance, customers can buy a product online and then complete the rest of the transaction through a redirect in-store. 
You can also implement technology in physical stores that complement your online efforts. Take interactive kiosks; they allow customers to access online product information, check stock availability, or place online orders while in-store. 
Whichever approach you take, ensure your customers receive the same service and support across different channels.
Local SEO And Marketing Tactics Will Increase In Intensity
Finally, the importance of local SEO will continue to increase for legal firms. Around 33 percent of people start their search for a lawyer online, and even more of them are searching for a lawyer close by. In the study, How Consumers Choose Lawyers Online in 2020/21, an overwhelming 86 percent of participants said they would use the Google search engine as their primary source for finding a lawyer. More than half of them also said they would speak to three law firms or lawyers before choosing one.
With such as competitive market, optimizing your legal practice’s local SEO helps your practice stand out amongst local clients, and is a simple way to attract clients. To do this, start by adding a Q&A or FAQs page to your blog or legal website. Additionally, ensure your website is mobile-friendly and optimized for voice search. Finally, activate the ‘near me’ feature offered by Google’s mobile app.
As the legal landscape becomes more competitive, a good marketing strategy will be key in helping your practice stand out amongst a sea of lawyers. It is important that you not only align your marketing strategy with your firm and its services, but also with the emerging trends in the industry like local SEO and consistency in content marketing. Do this, and you are well on your way to preparing your practice for the future.

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