February 27, 2019

2019 Law Firm Marketing Trends

Recently, the ABA released its yearly survey results on Legal Marketing. We’ve summarized some key highlights and takeaways from the report.

These are our suggestions for 2019 based on last year’s law firm marketing trends:

Where Should You Be On Social Media?

The survey results showed that most firms use Facebook while larger firms also use print and email as part of their marketing.

Most individual lawyers use LinkedIn for networking or for career development.

As for the effectiveness of social media for obtaining clients: 35% of respondents have gotten a client directly or through a referral. 19% did not know if social media got them clients.

Other Benefits Of Social Media

Social media is not just for getting new clients. According to the ABA report, firms can benefit from more visibility, more visitors to their websites, making media contacts, and obtaining speaking engagements.

Takeaway

Focus on Facebook and LinkedIn. Develop a strategy for creating and maintaining your presence.

Plan Your Marketing Strategy

According to the survey, over 60% of firms did not have a marketing budget. If a law firm did not have a marketing budget, it’s safe to assume that they did not have a ,marketing strategy either.

Takeaway

One of the best things you could do this year is to work out a marketing strategy.

We recommend the following fundamentals:

1. Choose realistic goals and set your budget accordingly.
2. Identify your target market and where they hang out online.
3. Narrow your focus in order to provide targeted messaging to your audience. It’s easier to market to a specific niche instead of everyone.
4. Track and measure your efforts.

Get Your Content Out There By Syndicating It

You’ve worked hard to produce content for your website, but you’re only partially done. You still need to get people to see and read your content. One of the easiest ways to do so is through syndication.

Based on the survey results, only 15% of firms syndicate their website content. Most firms are not taking advantage of spreading out their content to all corners of the internet.

Takeaway

Re-post your content to as many places as possible. Facebook, Twitter, LinkedIn, and other sites. There are many different places where you post your content.

It’s possible to set up an automated syndication network that spreads your content to all of your social media and other networks with just 1 click.

Track and Measure Your Marketing Efforts

According to the survey respondents, most lawyers are not taking advantage of analytics or reports to determine the effectiveness of their marketing efforts.  About 1/3 never view the reports. 1/3 only review them quarterly.

Surprisingly, 15% of firms working with external agencies never even receive reports.

Not unexpectedly, lawyers rated their confidence in their firm’s marketing at 2.5 out of 5.

Takeaway

Make sure you are receiving reports on your marketing campaigns and review them at least once a month so you know how your marketing strategy is performing.

What Do These Law Firm Marketing Trends Tell Us?

The legal market is competitive, but there is still a lot of room for your firm to stand out in the crowd. Use these takeaways to make 2019 the best year yet.

Summary:

1. Focus on Facebook and LinkedIn for your firm’s social media channels.
2. Have A Marketing Strategy & Budget.
3. Syndicate Your Content For An Easy Win.
4. Track & Measure Your Marketing Efforts.

Need Help With This?

If you’d like to see how we can help you implement these takeaways, send us a message here.