At James Attorney Marketing, it’s our responsibility to keep our fingers on the marketing pulse of today and tomorrow, and our pleasure to share that knowledge with you. Here are the attorney marketing trends your firm could see in 2016, as well as how to ensure that you’re well prepared for things to come.
- Purposeful content will be more important than ever
Clickbaiting is sure to get you blacklisted by many potential clients and followers—a present truth that is certain to remain true in the future. Producing fluffy content may do just as much harm to your brand in 2016.
With consumers in front of screens more often, whether that be on computers, smartphones, or tablets, they have more access than ever to news, infographics, videos, social media posts, and blogs. They are inundated every second of every minute of every day. The bottom line is: if your attorney marketing fails to provide valuable content that helps readers learn something new, solve a problem, or add value to their lives, they won’t keep coming back.
- Mobile ad spend will increase
According to market research company eMarketer, mobile ad spend is looking up in 2016 as more people turn to smartphones to handle their everyday needs. The organization’s research concludes that companies are particularly investing in display advertising such as banner ads, rich media, and sponsorships in the hopes of reaching clients.
One thing to add on the subject: as digital ad spend increases and consumers see an increasing number of advertisements, more may turn to ad blocking technology to shut out the noise. This does not necessarily mean that your attorney marketing is worthless; rather, that your firm will need to be more targeted and sincere in its advertising approach in order to speak directly to the core audience that will resonate with your message.
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- Small relationship-building actions will make a big splash
As discussed above, speaking directly and sincerely to your core audience will be one of the best ways to build a strong following and drive revenue. Building relationships with audience members in order to communicate with them instead of at them is the name of the game.
These attorney marketing actions don’t have to be giant; in fact, smaller relationship-building touchpoints can be the most effective ones, since they can slip through the noise. Try focusing on promoting likes, shares, comments, and followers on your law firm’s social media pages, and consistently providing helpful legal information to your audience.
- Client experience will make or break your incoming business rate
First impressions are everything, and never more so than in 2016. Customer experience research concludes that an unresolved negative experience is nearly insurmountable. For instance, if your website loads too slowly, is difficult to navigate, or contains broken links, it’s nearly impossible to get a visitor to return. Don’t wait to:
- Assess the quality of your law firm website
- Start surveying your current and past clients about how your client service can improve
- Consider adding live chat to your client experience arsenal
We can help you build the high-quality website you need at an affordable price. Contact us now!