Marketing trends for law firms
There are a number marketing trends that law firms can jump on. Content marketing has been on the rise for a number of years now and it’s only set to grow. Whether you are a law firm, an accountant of a consultancy fir you need to start paying attention to your content marketing strategy now!
I’ve listed some of the popular marketing trends below that you need to start taking into account for your firm.
The rise of video content for law firms
The use of visuals as a content marketing trend is a key factor in maintaining your viewers interest once they have hit your site. By far the most effective visuals when it comes to ‘dwell time’ on your website (time spent absorbing the content on your site) are videos.
Viral videos are well-known for their ability to boost a brand but the latest trend will be towards the provision of educational and informative content via video.
Recently I have been creating both animated and interview style videos for my clients. Both have performed well in my campaigns over written content. If you’re not doing video marketing, you should at least consider whether it is a viable option for your business. Video content is much more easily absorbed by the viewer.
Longer blogs
The way we are blogging has been changing for a while now. Blogging will become more skilled and require a focus on longer, more thorough posts that demonstrate depth of research and authenticity.
Blog posts will take longer to write and therefore longer to read. There will also be a significant increase in visuals to support longer blogs such as infographics and images. Budgets for blogging services will increase as skilled and effective bloggers become more sought-after and businesses lack time to write lengthier content.
Influencer marketing
Firms are now searching for the best advocates for their services and influencer marketing is another key marketing trend that has been developing. It’s not a numbers game on Twitter or Instagram in terms of followers. It’s more about the relevance of an influencers followers.
The idea is to leverage off these more targeted followers for your business. There may be an influencer on Twitter, for instance that has followers you need to get in front of. You need to start making yourself known to these influencers by liking and retweeting their content.
After a while they’ll be familiar with you and it could broach the opportunity for you to contact them and see whether they would be interested in sharing your content or retweeting. It’s a bit of a long game and don’t go straight for the kill. Start warming them up to increase the distribution of you content in the long term.
Voice searching
A recent marketing trend includes people using voice activated and natural language searches on their phones. People will now be using Siri and Alexa for example to ask questions, research the answer and come up with the best results on Google for them.
Any sort of copywriting you do will need to adapt to include: full sentence questions, full sentence answers and researched, specific title phrases. This will then ensure that any voice search will pull your content straight to the top!
A good idea is to take the topic you are writing about and think what your audience might ask as a question. Such as How do I… What is.. Where is.. and then incorporate these into your copy.
2017 looks set to be an exciting time with a number of marketing trends coming to the forefront. These trends can offer access to reasonably priced, scalable online marketing for both B2C (business to customer) and B2B (business to business).
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Need help?
If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.
