Unlike some other businesses, law firms have to consider other challenges such as certain SRA restrictions and regulation and the fact that legal services are a distress purchase and only required when a specific situation arises. Law firms therefore must be more strategic in how they approach their marketing techniques and how they grow brand awareness within their target audience as well as keep up to date with marketing trends for law firms to stay ahead of competition.
That being said, marketing will always play a huge part in the success of a law firm’s profitability and growth. So as we fast approach the end of the year we look at some of the most effective and sustainable marketing techniques that law firms should continue to embrace for their 2020 marketing strategy.
Marketing Trends for Law Firms
Most law firms should by now understand the importance of content on their websites for marketing and SEO purposes, and content continues to be one of the most important marketing activities and website ranking factors. However, it is no longer just about stuffing keywords in to your website pages. Quality over quantity that is beneficial to your target audience will see better results and conversions.
Voice search saw a big leap in 2019 and will continue to grow well in to 2020 and beyond. Understanding how this will affect marketing efforts should play a big part in content and marketing efforts. According to recent stats by Google, voice search makes up 20% of all Google search queries. And for those trying to capture millennials it is worth considering that over 70% of all mobile users aged between 18-29 use their smartphone voice assistants for search queries. Whilst voice search is still relatively new, it will be important for law firms to start optimising their content for voice search in 2020 to stay ahead of the competition.
Face to face
Whilst the digital age has widened the brand reach ability and digital and social media marketing continues to play a vital role in marketing strategy, do not forget the power of meeting a prospective client in person. Consider firm hosted events to directly communicate and interact with your clients and prospective clients.
Social Media and Demographic Changes
Whilst social media marketing is no new ‘trend’ and most law firms understand the importance of showcasing their business online via various social media platforms, it is important to consider that whilst certain platforms like Instagram have predominately been a marketing platform to Millennials and Gen Z, this will change in 2020. Older age demographics are joining the platforms and it will be worth law firms understanding where their audiences may be found.
“Instagram users are a lot more older than people often imagine,” says Simon Kemp. “There are more 45 to 54 year-olds using Instagram than there are 13 to 17 year olds.”
Keep your marketing strategy up to date
Marketing continues to evolve along with technology and how audiences expect to interact with their service providers. It is no longer just about an advertising function but has a greater influence in customer experiences and new content forms.
Ensuring you have an up to date marketing strategy that takes into consideration all the available marketing innovations and keeping up with marketing trends for law firms, will ensure your future success. At FireTap Marketing, we can help you build and put in place a robust marketing strategy, reviewing your current activity and delivering a tailored solution suited to your law firm’s marketing goals.