In the past few years, the legal marketing industry has transformed. With new, innovative technology, experimentation, and ever-changing client needs, it has been a situation of keeping up with the latest trends.
The legal marketing industry will continue moving into 2023. Law firms must find ways to adapt to the evolving landscape and challenging economy to market their services efficiently.
One of the best ways to stay ahead of the competition is to keep on top of online legal marketing and social media.
You can also rely on the professionals at The Legal Marketing Company to help with legal marketing strategies that ensure results. Thanks to years of experience in the industry, a marketing plan from TLMC virtually guarantees your success.
Increased Use of Technology and Automation
The legal industry becomes more competitive almost daily. Clients are demanding more value for their money, and law firms across the country are meeting this need by utilizing technology and automation.
The right mix of these things will help to improve efficiency while reducing costs.
Automation is considered a must for law firm marketing. Firms have all types of data derived from endless client interactions. Using automation and AI makes it possible to optimize all this valuable information.
An example is AI-powered call transcription services. With this, it is possible to have calls analyzed automatically. The insights gathered will help law firms improve their marketing messaging and call scripts while measuring the success of marketing campaigns.
Other examples of how technology and automation are transforming the industry include document review, automation of routine tasks, and contract analysis. It is also possible to streamline operations with practice and project management software.
Greater Emphasis on Specialization and Niche Markets
With the market becoming more crowded and competitive daily, some law firms are embracing specialization. Rather than focusing on general or all-encompassing services, they are finding more success by serving a niche market.
By doing this, law firms can effectively differentiate their services from the competition. Determining your niche services and telling your firm’s unique story will help attract clients seeking specialized knowledge and expertise.
However, law firms must showcase their authority and expertise in their chosen niche to do this effectively. Through the right marketing tactics and techniques, showcasing your knowledge and expertise within your specific practice area is achievable.
By specializing in a specific area of law or a niche market, the competition is less aggressive, too. Because of this, it is possible to maintain an affordable marketing budget while achieving better results. This focus is ideal for law firms that want more clients but need more marketing funds to develop an aggressive marketing plan.
Increased Use of Online Marketing and Social Media
If you open Instagram or TikTok, you will quickly encounter videos where lawyers and other legal professionals educate people about the law and how it works or provide hypothetical situations and solutions. These videos, typically under three minutes, often get millions of views and only require a smartphone to create.
Creating simple videos that offer exciting and high-value information can be highly effective on YouTube and social media. It does not matter if you want to go viral to boost your organic reach or capture new potential clients’ attention; short-form videos can help create a library of low-cost content that encourages new clients to reach out. It also helps keep existing clients engaged with the services you offer.
Because of this, more and more legal firms are investing in social media and online marketing to reach potential clients. Investing in online marketing includes creating and sharing content on social media platforms like Facebook, LinkedIn, and others. Search engine optimization and PPC ads can also drive traffic to legal websites with the right amount of valuable and engaging content.
More Focus on Customer Service and Experience
Providing exceptional customer service and a positive experience for all clients in the competitive legal industry is necessary. Failure to do this will result in clients seeking legal services elsewhere and potentially leaving negative reviews online. On average, 60% of law firms won’t respond to an email inquiry, and 27% won’t answer the phone or call back.
Some ways you can begin focusing on the customer experience include offering flexible payment options, clear and transparent communication, and technology to help make the legal process more accessible, efficient, and simple to understand.
How to Stand Out with Legal Marketing in 2023
If you want to use legal marketing to help your law firm stand out in 2023, video is one essential element you cannot ignore.
According to Search Metrics, up to 62% of searches contain videos. If you want to get the most from Google with the videos you post, it is necessary to use video schema markup. Using schema markup properly will help increase traffic to your site and your rank in search engines.
You can gain trust faster with videos because you can provide a more personal and relatable experience than text-based marketing tactics.
Video content lets people learn more about you and develop trust in you as a legal professional. When you create videos, you can share your background and more about the legal services offered. Your audience can see your tone and how you carry yourself and can usually tell rather quickly if you are someone they trust to represent them.
If a law firm is trying to find new ways to convert leads into clients, then video marketing plans are the ideal solution. Videos are the perfect way to show potential clients not only the services you offer and what your law firm can do but also to help convey your firm’s unique story and how it can resonate with them specifically. Each video will help to generate respect and trust while showing the law firm’s expertise in a specific area of law.
Building Your Law Firm’s Presence and Client Base in 2023
Utilizing the legal marketing services offered by The Legal Marketing Company means you can generate new clients to help ensure your law firm continues to grow and succeed.
Overall, the need to differentiate your firm from competitors, provide value to clients, and use technology to improve efficiency and deliver better services will drive legal marketing in 2023.
Now is the time to learn more about each of these trends and start taking steps to implement them into existing marketing strategies.