The legal industry is a competitive market. It becomes challenging to acquire new clients, woo fresh talents and outperform competing legal and conveyancing trends:
- Build a website
Your firm’s website is a 24/7 sales representative. Although social media is an effective marketing tool and is rapidly developing, it is still important to own a website. Think of it this way – social media is a rental, where people like Mark Zuckerberg, Steve Ballmer and Jack Dorsey can instantaneously change the rules of the game. Your website, however, is yours, where you can generate leads and turn them into actual profits. Use social media to gain traction to bring them to what is yours.
- Content is key
In 2018, it’s all about content and storytelling. Content delivers 3x more leads than paid search per dollar spent (Source: Neil Patel). Rethink your methods of crafting content. You need to create extremely compelling content that your prospective and existing clients are willing to give up their e-mail/contact details for it. Include visual content – images and videos. 54% of internet users have posted original photos and content. It is projected that by 2020, video will account for 82% of traffic (Source: Freshbooks). Think of their demographics (audience population) and psychographics (psychological attributes – personality, values, opinions, interests). Add value and engage with them in real-time. Don’t forget that they’re not on social media for business. Be social and build a community.
- Focus on total customer experience
The total customer experience (TCE) doesn’t stop after acquiring a new client – that’s a common mistake a lot of businesses commit. The journey goes on for as long as they’re stakeholders of your firm, at times even after. Today’s leading firms understand that client lifecycle expands longer, and profits increase when firms focus on TCE. An increase in customer retention rates by 5% increases profits by 25%-95% (Source: Harvard Business Review).
- Livestream Video marketing
Almost every social media platform now allows users to stream live video footage – Facebook Live, Instagram Live, YouTube Live, etc. This marketing trend is starting to latch onto social media users. Embracing the timing (of livestream video marketing only becoming a trend) will give you the opportunity to outperform competing law firms.
- Law firms are moving to the cloud
Due to an improvement in privacy and security, more lawyers and firms are using the cloud. Lawyers and firms use the cloud to host their websites, share files and increase mobility by being able to access documents across all devices. Cloud-based solutions help lawyers stay organised, manage and track their time and bill clients, giving them more time to acquire new clients, generate leads and increase profits. Here is a 3-minute video about cloud storage risks and rewards.
There’s a solid pattern within marketing trends. It’s about adding value and providing an excellent overall user experience. Next week, we release a blog about user experience (UX).
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