As the New Year approaches, it’s a great time for law firms to take a good look at their marketing efforts in 2013—to assess what strategy(s) worked, what really worked, and what might need adjusting for 2014.
While marketing strategies will be different for each law firm, there are a few overall trends that hold great weight for business success in the New Year. Whether you’re evaluating your marketing budget for 2014, or where you want to concentrate your time and effort, keep these top 5 legal marketing trends in mind.
1. Image-Centric Content
As the number of advertisements continue to skyrocket on TV, social media, even traditional print, image-based content that’s quick and easy to digest is key. The overnight success of Pinterest is a testament to the power of simple, image-centric content, and the viral potential it brings.
Infographics are powerful, image-based marketing tools. Their ability to condense complex information into a concise and visually appealing format is already delivering wide-spread success to firms that use infographics on their website, blog, and social media networks.
2. Social Media Diversification
Social media is no longer limited to the Top 4: Facebook, Twitter, YouTube, and LinkedIn—Pinterest, Google+, Tumblr, and Instagram have surged in recent popularity, and are providing law firms new ways to share multi-media content than ever before.
Law firms will need to branch out with multiple social networks to connect with more potential clients in 2014. In addition, the benefits of paid social advertising is likely to increase, particularly on Twitter, Pinterest, and LinkedIn.
3. Quality Content is Key
2013 was a big year for search engine algorithm updates, and this fad doesn’t appear to be changing for 2014. The key to keeping your rankings safe and maintaining a healthy position on theSERP’s is to provide fresh, valuable, and engaging content daily on your website, blog, and social media pages.
Diversification of content is also important for legal marketing success. eNewsletters, email campaigns, podcasts, videos, and webinars will help market your firm to the masses, and build community around your brand.
4. Mobile-Friendly Content
Over 1.2 billion people now access the web from their mobile devices, so clients will need to be able to access your website from a smartphone or tablet. Otherwise, you’re missing out on huge marketing opportunities, and sending potential clients directly to competitors who are mobile-friendly.
5. Less Will be More
Based on current marketing trends that are closing out 2013, 2014 will see a shift toward more simplistic, minimalist marketing. Short, sweet, and to the point will dominate advertisements in all forms of media.
Some of the most innovative marketers; e.g. Apple and Google, are already making efforts to tone-down their campaign messages for a minimalist approach—and this is a trend you’ll see across the board.
Social technology and simplistic marketing will be the driving forces behind business success in 2014. For more information on how to apply these to your law firm marketing, contact us. Together, we’ll develop a solid marketing plan for the New Year.