2017 has seen the recent digital trend continue in virtually every walk of life, and the legal business is no exception. As attorneys are looking for ways to build their client base, it’s important for them to remember that the old ways — billboards, TV spots, and radio — don’t really cut it anymore. If you’re an attorney and looking for ways to reach out to today’s more digital-savvy clients, keep in mind the following strategies that are being put to good use in attorney marketing
1) Paid Social Media Content
Okay, so using social media for marketing isn’t the newest idea out there at this point, but there’s only so much you can do on social media using the traditional word-of-mouth. Instead, law firm digital marketing has moved on to the form of paid social media content, whether it’s in the form of “boosting” an ad so that it reaches a potential market, or showing up as a “promoted” Tweet on thousands of news feeds. These boosted ads are slowly being integrated into every user’s daily experience, and are an excellent way to get your name in front of a lot of eyeballs.
There might not be anything bigger right now when it comes to digital media than the podcast. Over the past couple of years the podcast industry has grown from a small niche idea to a massive form of info- and entertainment. A well-produced podcast, with interesting content, can become a viral sensation. Of course, this means you have to have content people want to hear, and a host (and possible guests) who can deliver that content.
I know what you’re thinking: “But we already agreed that TV is a dead-end when it comes to attorney marketing, right?” Right. We’re not talking about some late-night 30 second spot here. Videos — streamed live or pre-shot and posted to various social media sites — are becoming a hot new way to digitally market a wide range of business, and law firms are no exception. And with the level of tech available on a smartphone today, the videos can be made for pennies and still look professional and engaging.
4) Go Mobile
There’s two ways to interpret this, and both are important here. The first is to make sure that your online presence is mobile-friendly. This means having a webpage that’s optimized for a mobile viewing experienced.
The second is to consider developing a mobile app. This relatively new idea is starting to gain a lot of traction with legal firms. Not only does it help streamline communication between attorney and client, but it also gives satisfied clients a way to talk with their friends and show real, practical information to others who might be in need of legal help or advice.