In a world of change, transformation and unique circumstances, one thing remains constant and necessary; the need for strong marketing for any professional service provider. As 2020 saw businesses thrive, and others crumble, the power of technology and digital resources became stronger and even more critical.
2020 saw online platform usage surge, Zoom Meetings became the norm, Facebook advertising saw new heights, Microsoft Teams and Google Hangouts replaced boardrooms and offices. Going into 2021, let’s ensure your law firm is ready, willing and capable to take advantage of strategic growth as we cover prominent digital marketing developments for the legal industry.
We will focus on four main pillars, each one contributing to a holistic strategy for development and growth.
No. 1 Content Production
Content production and firm-owned marketing has become a vital part of a law firm’s strategy for growth and exposure. Content creation and distribution aids in building brand awareness, credibility and reputation management. If strategized effectively, content production helps cut through the noise and will help in positioning the firm and its attorneys as leaders in their industries and practice areas.
Quality content that speaks to your audience in their own language will position the firm as understanding, approachable and interested in solving problems and building trust. With consistent, insightful content, prospects will feel more engaged and more inclined to contact the firm.
Consider the internet an online store that is open for business 24/7 – your website and social footprint is accessible 24 hours per day, 7 days per week. Use it, optimize it and drive as much exposure and awareness to it!
No. 2 Social Media Trends for Attorneys
2020 was an extraordinary year for social networks – platforms saw major increases in usage, and engagement rates increased astronomically. This all makes sense as people around the world were at home, in quarantine, in lock down and in isolation. People turned to online mediums for communication, research and exploration. Platform usage is expected to follow the trajectory it has been on for the past five years, with expected rises across the board.
As the largest social media platform for B2B and professional networking, LinkedIn is an optimal place to be for lawyers. Unlike Facebook and Instagram, which has historically been a place to communicate with friends and family, LinkedIn is used for professional reasons – to recruit, to connect with other professionals and to engage.
With over 700 million users worldwide, any lawyer who is seeking new clients, relationship-building or thought leadership opportunities can benefit from having a solid presence on LinkedIn.
A few best practices to consider for LinkedIn:
- Make sure your profile is filled out (profile photos and descriptions).
- Update your headline to make it clear who you are and what you do.
- Make sure your contact information is filled out – how can people reach you?
- Leverage testimonials.
- Engage – 15 minutes per day!
Facebook has the largest growing user database and inexpensive and efficient advertising capabilities to target market. This social media platform has been predominantly preferred by attorneys, and utilized by firms to advertise effectively. There are two trends that we would recommend for any practicing attorney and firm:
Organic Posting. Even though we have seen a major decrease in organic reach over the years, it is still an essential part of building your online presence, and even more important for reaching those who are researching you and/or your firm. The first place that a prospect will go to find out more about you and your services is your website and/or your social media. Your feed should be updated, active and insightful for those who land on your company page and scroll through content. For perception purposes, it is very important
Facebook Ads. Facebook advertising is one of the most effective and inexpensive ways to mass target market successfully. Regardless of what your objective is (exposure or lead generation), it can be done through Facebook Ads. Cost Per Clicks have seen basement pricing over the last year, which provides an ultimate opportunity to reach your audience where they are: online and likely on Facebook.
Over the last two years, Instagram has been transitioning in a way where we are seeing more and more professional service providers utilizing the platform to brand build and optimize profile. Instagram is a great place to advertise, post organic content and grow your following. It is a great place to engage, build your reputation and reach your community.
No. 3 Video Content
Video content is the next best thing to in person face time. It allows your prospects to experience communicating with you – it is more engaging and interactive. It checks all the boxes for generating more engagement, traffic, and is a more persuasive and a direct way in communicating.
Online video content has become one of the most, if not the most important and effective marketing channel for any professional service provider. Why? People enjoy watching videos – they are easier to comprehend, easier to understand and more expressive. Video is the fasted growing and most consumed content on a daily basis.
For any law firm or practicing attorney, video is a great and effective way to communicate more complex legal concepts, engage with prospects and essentially prove that you are an industry leader, knowledgeable and can help them with their legal issues.
When you hear video, you likely think that you need a production team, however, we have seen authentic selfie-style video become more common since March 2020.
Here are a few tips:
- Write down a script.
- Know your audience.
- Grab your smart phone.
- Make sure your sound is clear.
- Make sure your lighting is optimal.
- Get a video editing app or hire a video editor to edit the video and brand it!
No. 4 Google Ads for Law Firms and Attorneys
Google ads are so effective because you are meeting people when they are conducting their search – there is no warmer lead than that!
Google AdWords is a Pay-Per-Click (PPC) advertising platform which uses a PPC bidding system where advertisers bid to have their ads shown to relevant audiences. Google Ads allow you to show your ads to users who are actively searching for the keywords that you have selected. That being said, being able to reach prospective clients who are actively searching for key words, is an effective strategy for optimal lead generation, remarketing, retargeting and exposure, to get you in front of prospects effectively.
In conclusion and to sum it up:
- The implementation of content production has increasingly become an integral part of a law firm’s branding and profile building practice. If done effectively, content production can enhance a firm’s exposure and help drum up business.
- Social media platforms have gained traction and is expected to keep going on this trajectory.
- Video production is becoming the most effective digital marketing trend – utilize video to your advantage – let people get to know you and what you do to help people like them.
- Google Ads can help lead generate effectively and efficiently