5 Law Firm Marketing Trends in 2015
Legal marketing trends to incorporate into your strategy
Quite a few law firm websites are still stuck in the 20th century. For the most part, they are basically electronic pamphlets meant to supplement face-to-face business development and networking methods. Most law firm websites aren’t aimed at generating new client leads.
It's 2015, a law firm’s website is now a vital element of its marketing strategy. According to a study conducted by Hinge research, 77% of law firms generate new client leads online. Additionally, an Alyn-Weiss research survey showed that 70% of law firms stated their website generated new business.
So, in this powerful digital era, what are the most effective components for a strong legal marketing strategy?
1) Digital Strategy and the Mobile Website
While many law firms are still scrambling to play catch-up, the competitive law firms have taken advantage of the empty legal online community and continuously refreshed and updated their websites.
Intentionally or not, potential clients use the level of distinction, design, and usability of a law firm’s website as a major factor in their decision making process. Attorneys are beginning to recognize that their websites are powerful, lead-generating tools and, in turn, appreciating the importance of Search Engine Optimization (SEO).
Responsive design will continue to be one of the hottest topics, as the surge of smartphones increases and the Mobilegeddon era continues. Mobile search statistics indicate that “local” advertising is where it is at, with 4 out of 5 consumers choosing search ads that are customized to their city, zip code or immediate surroundings.
Expect to see local mobile searches exceed desktop searches in 2015, especially now that mobile internet usage has surpassed that of desktops. As such, SEO for mobile will emerge as something law firms, and especially lawyers, will need to address if they want to be seen online with their local peers.
2) The Review Site Reputation
Due to the fact that many consumers routinely scan review sites before purchasing anything, lawyers need to pay close attention to client reviews about themselves and their legal practice.
3) Content is Still King
Forget the hard sell and the dull drone of the standard press release. Audiences have caught on to those tactics. Give them well-thought out, intelligent and informative content they can really connect with.
Content marketing is the hottest digital marketing buzzword right now, yet the concept isn’t new.
What many lawyers don’t realize is that despite creating regular content for their websites, their content hasn’t been honed to engage potential and current clients. The new digital era of content marketing comes with a need for a more tactical approach: in generating new leads, seeking client growth, expanding brand awareness and perfecting brand perception on a much larger scale.
One of the key ingredients of successful content marketing is ‘quality’, and this is something that current trends are helping bring more attention to, thanks to the impact of social media and the proliferation of channels it’s now possible to market across.
4) Absence from Social Media is a HUGE Mistake
Potential clients spend numerous hours on Facebook, Twitter, Google+ and LinkedIn, and they expect quick responses from an attorney they will potentially retain. Clients want to see relevant news, updates and local information from a law firm. Absenteeism on social media shows that a law firm is out-of-touch.
Integrating social media presence with an SEO strategy, as you can see below, will achieve the greatest exposure:
- There are nearly 1.4 billion Facebook users. Forty-seven percent of all Internet users are on Facebook, 4.5 billion likes are generated daily, and nearly 75% of Facebook’s revenue comes from mobile advertising.
- Twitter has 284 million active users tweeting 500 million tweets per day, and 88% of Twitter users are mobile.
- Google+ has 363 million users, with the +1 button being hit 5 billion times per day.
- LinkedIn has 347 million registered members,with a total revenue of $643 million.
- Social networks will earn $8.3 billion from advertising in 2015.
Stay cognizant of your law firm’s online reputation by keeping up on what others are saying about you on social media and review sites. Not only should you monitor reviews and comments, you should also encourage satisfied clients to mention their success stories and the reason they would recommend you to others.
5) Client Relationship Management (CRM)
We will also see law firms incorporate CRM and Micro-interfaces within their websites to create individualized experiences with the purpose of converting prospects into clients.
In order for lawyers and law firms to effectively manage rapidly expanding legal networks, building profitable client relationships and converting prospects into valuable client relationships, the requirement for powerful CRM technology solutions becomes even greater.
Effectively marketing your law firm in order to survive and stay competitive can be tiresome and challenging, however, you do have options. There are legal marketing firms that are well-known and are recognized as legal marketing experts, possess an impeccable online reputation, employ effective marketing strategies and maintain a strong social media network.
Take Your Legal Marketing to New Heights in 2015 with Efelle Media
efelle offers a full suite of online marketing services for attorneys, from website design and website development to SEO and social media marketing. To learn how we can increase your law firm’s search engine visibility, leads, and sales in 2015 and beyond, call 206.384.4909 or contact us online to schedule a free consultation.