Article kindly contributed by Anna Stella, award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA.

The pandemic has fast and steadily transformed the way law firms manage their reputations and attract new clients. Digital marketing adoption has been accelerated as clients now have at least six interactions on different marketing channels before selecting a law firm. In practice, this could mean that your clients might research your company online, read your reviews, and check your social media and website before making a commitment to contact your law firm. Marketing to everyone, in the same way, doesn’t work anymore, and this transformation in the customer journey significantly impacts how law firms go about marketing, highlighting a strong need for web traffic and digital marketing.

Here are the top seven marketing trends we expect to make waves for law firms in the coming months:

Trend 1: Outsourcing – productivity accelerated and improved.

Marketing has recently become more complicated and intricate, underscoring the need for a more personalised approach and cross-media activities. The result has been marketing strategies and activities that are not just individually diversified but also offer variety, making the job of smaller law firms to win new clients all the more difficult.

The challenge for smaller law firms is retaining in-house marketing skills, expertise, and resources; therefore, more firms are opting to outsource their marketing needs to marketing agencies.

Trend 2: Personalisation, the path to a client’s heart.

Customers expect unique experiences and personalised content from companies. Law firms must live up to their expectations to increase conversions, lead generation, referrals, and social sharing.

How you personalise your client experience depends on knowing what your client needs and likes, and this knowledge is attained through proper market research and segmentation. Keeping your personalisation consistent is key, with your client audience hearing the same story throughout your entire media scope, from adverts to landing pages, e-news, social media, and more

Trend 3: Video-based content is king 

Today, more than ever, people are reading less and watching more, offering the perfect opportunity for your law firm to stand out and be different. Video-based content, live streaming, webinars, and podcasts are the mediums to invest in as more people globally enjoy and engage with it. To be successful, you don’t have to do it all alone; law firms can partner up with other companies and influencers, who can generate more live video content enabling your firm to enter previously untapped market segments.

Trend 4: Your clients prefer green

With so much competition in the market and often little ground for differentiation, companies are increasingly pairing their desire to grow with their strive to make an ecological difference.

A growing trend with more and more successful law firms that stood the test of time getting green certified and developing their brand reputation to lead sustainability. Standing in an environmental conscience followed and acknowledged by society, staff, and clients, these law firms are being the change they want to see.

Sustainability is the answer to our climate goals, which are unattainable without a substantial shift in attitude and accountability. Using available technology and working side-by-side with eco-influencers and content creators, law firms can inspire their clients, connections, staff, and society to leave a greener, cleaner footprint and be the eco-difference that blazes the trail for the future.

Trend 5: Generating answer-based content for more robust SEO

Long gone are the days when the strategy to rate highly on Google and other search engines was simple. With more than 3,5 billion daily searches and a market share of over 92% Google, it’s increasingly difficult for law firms without big marketing budgets to get highly ranked.

Conversational marketing, a new marketing trend spurred by a recent 20% increase in Google voice searches, could offer new opportunities. Information is needed and expected to be available almost instantly now, and Google voice searches open opportunities for law firms to introduce a fresh and unique angle to their brand. As law firms focus on answer-based content, Google voice search tools can be used as a fast track to organic search improvement.

Trend 6: Managing Marketing Talent In-House

The hiring and retention of marketing talent are exacerbated by two factors: the growth of the ‘gig economy’ and the rising demand for marketing expertise. Addressing this challenge may require law firms to configure their mindset regarding human resources by combining marketing outsourcing solutions with new employee offerings to increase retention. In resetting the perks, an attractive package can be presented in line with what hybrid and remote working can bring to the table.

Trend 7: Finding and growing your niche

Marketing to everyone the same way doesn’t work anymore. Companies need to relate to customers uniquely and as real humans, and now like never, law firms need to better understand who their customers are and how to best market to them. Niche marketing can be a game changer for law firms as it combines identifying the right audiences, the services they require, and when they need them, all leading to a greater likelihood of your law practice being hired. Merging these factors forges strong customer connections, increases customer loyalty, and referrals. By adopting a niche marketing approach, law firms can grow faster, improve their marketing budget expenditure and also avoid wasting time with unqualified leads.  Furthermore, as you are restricting the audiences you are actively targeting from the marketing perspective, you will likely meet fewer rivals and, therefore, increase your marketing return on investment through organic marketing or paid adverts.

Trend 8: Mobile Marketing Rules

With 80% of web traffic utilising mobile devices, law firms need to mobile-optimise their websites. Even before the pandemic, Google estimated that over 60% of online purchasing decisions were made on smartphones. Investing in the continual development of a mobile-friendly online presence has become an essential tool for the future of law firms.

Key mobile marketing strategies include SMS marketing, in-APP marketing, social media marketing, location-based marketing, and proximity marketing, all of which should be considered in your law firm’s marketing activities.

About the author: 

Anna Stella is a two-time national award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA, Anna has 20+ years of experience within the B2B, B2C, and non-profit industries and is currently completing a Doctorate of Marketing in Marketing Outsourcing at Strathclyde University. For more information visit www.bbsa-marketing.com