With the end of the year fast approaching, it’s time to start planning your law firm’s marketing efforts that will help your practice start strong next year. Marketing strategies continue to change as people change their habits online, so it’s necessary to evolve your marketing to match changing technologies and trends. If your campaign for next year looks just like your campaign from 2015, you may need to take a long look at what you’re doing. Staying up to date with the latest trends and effective strategies will help you thrive in the coming year. Here are some ideas to consider for refreshing your marketing efforts for 2017.
Reconsider the Podcast
Podcast listenership grew by nearly a quarter in 2016 and there is no reason to expect that trend to slow down. Much of the value that a law firm has to share often comes from case studies. However, case studies can be long and arduous to read… and as attorneys, you’re already reading way too much. Podcasts are a great way to discuss the scenario of a case and the impact that your firm had on the outcome. Reach out to popular podcasts with an audience that matches your legal client prospects and let them know you are available as a guest or sponsor. Or consider starting your own podcast, it’s a great alternative platform for spreading your message.
Content Is Key for SEO
One of the key reasons why content creation should be a central part of your law firm’s marketing efforts relates directly back to SEO. Google’s ranking algorithm uses content shares as part of how it calculates your search engine results. Creating timely, relevant, and authoritative content is not just a nice add-on to your marketing – it’s a necessary core component.
In addition, a recent Pew Research survey found that 42% of 18 to 29-year-olds and 40% of those between 30 and 49 prefer reading to listening or watching videos. When people are looking for legal advice, easily scannable content is valuable.
Expand your social media.
You don’t have to be on every social media platform. However, there are many new contenders worth exploring. While platforms like Snapchat may not be right for your law firm, there are others that seem unlikely but might be a great fit.
Depending on your firm’s practice, and your clients, platforms like Pinterest might be a great way to have your message heard in an arena where there is little competition. Research has shown Pinterest to be the platform for planning and idea-gathering, and is dominated by women. If your practice is an estate-planning firm, Pinterest could be a great platform for posting and sharing planning content, such as check lists, that resonates with your audience and prepares your prospective client before they even walk through your door.
Social Media isn’t just Facebook & Twitter. If you are willing to leverage new platforms, you have a solid opportunity to dominate the conversation in that space.
Focus On Purpose-Driven Content
Are you ordering a set number of blog posts every month just to have fresh content on your site? Instead, think in terms of what your potential clients need to know, and what you want to know about them. Provide valuable content, from primers on common legal issues to posts detailing changes in laws, purpose-driven content has the power to win clients.
But don’t stop there. This content should be part of your inbound marketing strategy. By posting valuable content on your web site and putting it behind an e-mail gateway, you have converted your web site from a static brochure site to a purpose-driven lead-generating site. You’ll be able to track who downloaded your content and you can begin marketing directly to that prospect.
Whether your law firm has a marketing team, or if you’re doing it on your own, one of the key things to keep in mind is that you can’t put your marketing on repeat. Trends influence behaviors, and it’s essential that your marketing efforts keep in step with these changes. By testing new platforms and putting new strategies into practice, you will see your marketing become more effective than ever in 2017.
Kelly Koeppel is the President of K2forma, a strategy-driven creative agency founded in 2007. Ms. Koeppel, an award-winning designer, has created digital marketing campaigns, brand identities, signage, publications and events for numerous world-class corporations and organizations, including Metro Nashville Arts Commision, Tennessee Craft, Caterpillar, Inc., Polo Ralph Lauren, Talbots, Rent-A-Center, Belk, The Chicago Board of Trade, Blue Cross Blue Shield Association, Lowe’s, and many more.
Originally posted on k2forma’s blog.