Every law firm recognizes the importance of having some form of digital marketing strategy in place to generate new client leads and build awareness of their services. Businesses across all industries have seen a notable shift in marketing trends over the last several decades. From the days of spending marketing budgets on phone book advertising to shifting focus to web content marketing strategies, this landscape has changed quite a bit. Within the last year or two, however, the world of digital marketing is grappling with the increasingly widespread (and extremely budget-friendly) alternative to hiring a marketing firm: Generative Artificial Intelligence (AI). Instead of investing in a digital marketing firm to develop a content marketing strategy for law firms, many practices are letting AI tools like ChatGPT handle these responsibilities. Not only do they save law firms considerable time and money, but they also generate content that is usable and often client-friendly.
For many small to mid-sized law firms, why would they choose to work with a digital marketing firm instead of handing off their content marketing needs to generative AI tools? Much has been written about the limitations and potential risks of relying on generative AI for content marketing, and the law firms that continue to work with digital marketing for law firms experts continue to see several benefits in doing so. Let’s take a look at some of the top legal marketing trends for smaller firms and how investing in a customized digital marketing for lawyers strategy can help your firm achieve the results you’re looking for.
Reviewing Why Content Marketing For Law Firms Matters
First, it’s worth remembering why it’s so important for smaller law firms to invest in a digital marketing strategy. In today’s increasingly online world, the success of a business depends largely on its web presence, reputation, and position among the search results pages. In other words, law firms that take the time to create a comprehensive marketing strategy for law firms that is Search Engine Optimization (SEO) friendly ensure that the firm’s information will appear within the top positions when a user in their area searches for information about a legal topic or is looking for a law firm nearby to assist them with a legal issue. Since search engines like Google tweak their algorithms on a regular basis, it’s essential to work with a highly knowledgeable digital marketing strategist for law firms who is up to date on the latest trends and strategies for remaining competitive and visible to these algorithms. With this in mind, let’s take a look at some of the key legal marketing trends your law firm can explore integrating into your current content marketing strategy to take your efforts to the next level and attract more of the clients you are aiming to serve.
Reputation Management For Lawyers
Whenever someone is considering whether to purchase a new product or hire a professional service, they will likely turn to online reviews to inform their decision. The words and testimonials of former clients can play a critical role in someone’s decision to hire a particular lawyer or seek out the services of a given law firm. If your law firm has not paid much attention to reviews that your former clients have left you, it’s time to begin monitoring these posts and responding in a strategic manner. Even less-than-stellar or even negative reviews can be leveraged in a way that communicates your firm’s professionalism and genuine concern about the satisfaction of your clients. As you review your current digital marketing strategy, be sure that law firm reputation management is a core component of your approach.
Impactful and Engaging Social Media Marketing For Law Firms
While some law firms may find the idea of using social media to advertise their services somewhat unprofessional or simply a waste of time, developing a goal-oriented social media marketing strategy for your firm can have a profound impact on the number of new leads that come your way. Since most people spend some time on social media platforms every day, why not connect with them where they are already spending time? As with any aspect of your marketing strategy, it’s important to put some thought into your social media marketing strategy to ensure that it reaches the demographics you are hoping to serve. For instance, those looking to work with young professionals may consider using social media apps like LinkedIn and Instagram to connect with potential clients, whereas firms hoping to serve older clients may have more success on Facebook. You can work with your digital marketing for law firms strategist to create an effective and impactful social media marketing strategy that delivers you the results you’re after.
Video Content Can Take Your Marketing Efforts to the Next Level
Search engines like Google are increasingly favoring content that goes beyond text on a webpage. With so many people flocking to video-based content on platforms like YouTube and TikTok, algorithms are prioritizing content that is dynamic and engaging (i.e., short, informative videos). At first, your law firm may feel hesitant about creating and posting video content, but you may be amazed at how quickly it connects with potential clients and drives new leads to your website. When you enlist the help of a skilled content marketing specialist who understands the specific needs and goals of law firms, you can trust that the video content you make will be tailored to connect with your audience and encourage them to select your services over those offered by similar law firms in your area. Ultimately, the goal of video content marketing is to cultivate trust and show potential clients that you genuinely care about their legal issues and the outcomes.
When it comes to developing a digital marketing strategy for your small to mid-sized law firm, you want results-driven solutions that deliver the results you’re looking for. Give the LegalRev team a call today at (800) 893-2590 to learn more about how our content marketing specialists can help you identify and achieve your goals.
