Some of the most significant developments in digital marketing among law firms have taken place over the past few years. This is due in part to technological advancements and growing client demand. Legal marketing is evolving at such a rapid pace that many firms are unsure how to stay on top of the game.
Your firm needs to keep up with the latest legal trends to maintain a competitive edge and achieve success in 2022. To help you out, we’ve put together a list of the top five marketing trends for law firms to implement this year. Keep reading to learn more.
1. Paid Online Advertising Continues To Rise
Nowadays, more and more consumers are being shown online ads on a variety of channels. Digital advertising is an excellent tool for a legal firm since it allows them access to a more significant number of potential clients.
In light of the COVID-19 pandemic, many legal firms are discovering that they have to learn new methods to communicate with their customer base. It is expected that digital marketing advertising among law firms will continue to expand. In 2022, law firms that do not use paid online advertising methods will be behind the curve and out of touch with their clients.
People are much more likely to trust your law firm’s capacity to handle their legal marketing needs if its brand messaging is exposed to them online more frequently through paid advertising.
2. Short-Form Video Is Becoming More and More Powerful
Although the written word is an excellent means of expressing a message, not everybody will bother to read it. Videos are an excellent method to reach out to prospective clients who only scan through written content. Short-form video, such as TikToks, Stories, Reels, and Shorts, is a very effective marketing technique at the moment.
In fact, 30% of marketers say that they prioritize short-form video over all other types of social media marketing. In addition, in 2022, one-third of marketing professionals expect to include short-form video content in their strategies for the first time.
Many organizations are beginning to recognize the value of this content, even though it is often less than a minute in length, and uses humor, dances, or music trends to enlighten and entertain the audience. One of the most popular places for professionals like physicians, dentists, and attorneys to tell their stories and give insights is TikTok. There are a number of lawyers on the platform who have amassed thousands of followers and millions of likes.
3. Offer Excellent Client Experiences With Websites
Client satisfaction should always be at the forefront of a lawyer’s mind, but that isn’t always the case in the legal profession. However, legal services are getting increasingly competitive, and this trend is expected to continue in 2022.
In most cases, new clients will begin their relationship with you on your firm’s website. Before contacting a lawyer, clients have more resources at their disposal than ever to learn about the legal challenges they face and the attorneys they should consult. A study revealed that 43% of prospective clients use Google to research attorneys before deciding to hire one. This implies that when people search for your name, the first thing that pops up will shape their initial impression of your firm. These might be your website, social media pages, and reviews.
When clients visit your website, they may only look at the first two or three pages before clicking away. Therefore, it is essential that they have a pleasant and productive experience. Your site is a great place to begin creating trust with prospective clients. It is crucial to ensure that your website reflects your firm and is fast, mobile-friendly, well-designed, informative, secure, and made for your clients.
4. Adopt Automation To Keep Up With Client Demand
The need for legal assistance continues to rise. A growing number of your prospective clients are conducting in-depth research on their legal issues, your firm, and your rivals. As a result, they have very high standards. When it comes to hiring a lawyer, responsiveness is among the most critical factors. However, it can be challenging to give instant attention to every new lead that comes through the door.
That’s when automation technologies can come in handy. Automated systems can help you respond quickly to all your customers’ inquiries. When you use them to find your ideal prospects, you’ll be able to provide them with exceptional service from the minute they fill out your contact form.
In fact, the legal technology insight study from Deloitte estimates that by 2036, over 100,000 jobs will be automated because of developments. Using the commonly accessible legal technology, lawyers can cut their work hours by 13%. According to these figures, automation has already taken hold in the legal field. As more and more legal firms realize the benefits of automation, its relevance will continue to rise.
5. Emerging Use of Intent-Based Targeting and Programmatic Advertising
Using intent-based targeting, an advertising campaign is aimed at specific individuals based on their internet activity. You can make better marketing decisions and improve your promotional efforts with this information. Your budget can be spent on those more likely to become clients, resulting in a higher return on your marketing investment.
It’s little wonder that so many organizations resorted to programmatic advertising in 2021 because of their capacity to automate these outcomes. In fact, programmatic advertising accounted for more than half of all marketing spending in 2021. However, more and more businesses are embracing this strategy thanks to a slew of self-service technologies that have been developed in recent years.
As programmatic advertising continues to grow and is adopted by new fields, legal firms and marketers will want to guarantee their marketing campaigns the best possible chance of success in 2022 by embracing this method today.
Bring Your Marketing Strategy Up to Date
When it comes to marketing, an outdated strategy is either unsuccessful or a waste of money. Marketing innovation is often overlooked by many legal firms, to their disadvantage. As a result, they’re reducing their potential to find new clients altogether.
Fortunately, several emerging legal trends can help your law firm’s marketing efforts be more effective, as discussed in this article. At The Legal Marketing Company, we can help you leverage these strategies to grow your law practice. To learn more about digital marketing for law firms, don’t hesitate to contact us!