As 2017 approaches, many law firms are planning their communications expenditures for the new year. For some firms, assigning digital marketing dollars can be a stumbling block as new communication channels surface, mobile usage grows its market share and the universe of existing and potential clients evolves. These dynamics present important challenges and opportunities.
Long-term sustainability for law firms hinges on identifying and engaging the people who will comprise their client base over the next 30 years, and that begins with millennials. Adults ages 18-30 now outnumber baby boomers as the nation’s largest living generation and therefore will comprise the largest pool of clients for the foreseeable future.
While this demographic shift may represent significant change in how law firms market themselves, digital media makes reaching this younger audience relatively simple and cost-effective. Here is a guide for building a 2017 digital marketing presence:
Break Into Video
According to Hubspot, online video viewing accounts for 50 percent of all mobile traffic, and the numbers continue to rise. In its pursuit to surpass YouTube’s traffic, Facebook has prioritized video content over articles, photographs and text updates. Budget that was previously allocated to boosting Facebook content should be transferred to video production that will produce similar results organically — without the word “sponsored” at the top. Whether live or taped, video is a critical component for any law firm marketing plan.
Leverage LinkedIn
A strong LinkedIn presence should be a given for lawyers and their law firms looking to deepen connections with professionals and referral sources. Standing out from the crowd through regular posting of firm and industry news creates content for sharing and positions the firm as a visible thought leader and credible resource. Individuals within firms should be encouraged to have active LinkedIn accounts with the internal marketing team setting protocols, regularly conducting trainings and providing attorneys with recommended content for sharing.
Firms already comfortable with LinkedIn should consider spending money on advanced tools. LinkedIn Pulse allows users to publish original content that can be shared with fellow attorneys, referral sources and prospective clients while leading them back to a website. This is prime territory for repurposing past byline articles or blog posts, prefacing interesting articles with brief commentary and creating new content that illustrates expertise in a specific area of the law.
Get Blogging
The start of the new year is an opportune time to consider launching a blog. For many firms, the perceived benefits of a blog are overshadowed by concerns over losing control, resulting in a prolonged state of communications paralysis. However, well-managed blogs can be an effective platform for driving website traffic and, most importantly, building trust.
A law firm blog doesn’t necessarily have to be about law. For example, Bilzin Sumberg’s New Miami blog focuses on trending topics in South Florida while tying them back to the firm’s practice areas. By focusing on relevant news of interest to clients, the content is more likely to be shared among target audiences.
The good news for the marketing bottom line is that blogs are relatively inexpensive to create and maintain. Website modifications, an hour of an attorney’s time to write or provide insights, and creation of a quarterly email blast to push the content will result in a well-visited blog.
Tell A Story
Finally, the most important piece of advice for law firm marketing is to tell a story. This advice spans all communications channels. Avoid the videos of talking heads and opt for a tour of an attorney’s office while she explains her practice, shares an anecdote about a recent trip prompted by the photo sitting on her desk and gives a piece of advice to other women looking to enter the field of law. Post images of the firm participating in community service initiatives to LinkedIn.
Prospective clients and employees are more likely to pay attention to a photo of attorneys wrapping holiday gifts for needy children than an article on case law. Find the story behind the recent big win and share it a blog article. Stories build trust, and trust builds referrals and repeat business.
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