7 Digital Marketing Trends for Law Firms in 2023

Digital Marketing Trends

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Though 53% of marketers spend half their budgets on lead generation, over 60% say lead generation is still a top challenge. If your digital marketing strategy grows stale, you could struggle to attract new clients as well. Before that happens, consider using these digital marketing trends for 2023.

These marketing trends can help you get leagues ahead of competing law firms. You can start attracting new clients to your firm, allowing you to grow.

Read on to develop a modern marketing strategy with these trends today. 

1. Personalization

Before applying these digital marketing tips and trends, research your clients. Understanding your clients will help you appeal to their needs. You can start leveraging personalization when using the rest of these marketing tips.

Personalizing your marketing materials will show clients you understand the problems they’re experiencing. You can empathize with their experiences to show them you care. Empathy will help you connect with clients on an emotional level.

They might feel more inclined to trust your law firm if you show you want to help (rather than make money).

To leverage personalization, consider who your clients are based on demo- and psychographic details. Demographics include their age, gender, location, income, career, or education. Psychographics include pain points, interests, hobbies, online behaviors, and buying behaviors.

Consider the legal problem each client is facing, too. 

Once you determine who you’re trying to reach, frame your content as if you’re speaking to that person. Nearly 75% of people get annoyed when content doesn’t match their needs or interests. Meanwhile, 98% of marketers say personalization advances customer relationships.

Using personalizing as part of your overall marketing strategy could boost your ROI by as much as eight times, too.

2. UX Web Design

In order to generate leads, you need to make sure it’s easy for clients to contact you online. Before using the rest of this marketing guide, audit your website. Make sure your site is:

  • Secure
  • Fast
  • User-friendly
  • Mobile-optimized

Google uses mobile-first indexing when determining search engine rankings. If your site isn’t mobile-ready, you could lose potential leads. 

If your site is slow, visitors might leave before your pages load. A negative user experience (UX) could frustrate them as well. As people leave, your bounce rate will increase, hurting other marketing efforts like search engine optimization (SEO) and paid advertising.

Instead, invest in user experience (UX) web design and development this year. Following the latest UX design trends can help improve the client’s experience with your brand. You could have an easier time generating conversions as a result. 

3. Short Videos

The average attention span is now shorter than that of a goldfish (nine seconds). If you’re posting lengthy videos, people might not watch them. They’ll turn their attention to easy-to-consume content instead. 

Don’t waste time and money on lengthy brand videos. Instead, aim to create shorter videos this year. Short videos will help you get your point across, even if viewers are in a rush to gather information.

Make sure to combine your video marketing strategy with search engine optimization (SEO). SEO can help your videos rank higher on search engine result pages (SERPs). Higher rankings can help you generate more brand awareness and website traffic. 

Appearing ahead of competing law firms can help you gain brand credibility, too. 

You can share your video content on your website, YouTube channel, and social media accounts. Shorter videos are ideal for email marketing as well. 

As you begin creating videos for your blog and social media marketing strategy, consider user-generated content as well. User-generated content (UGC) is visual or written content created by others to promote your brand. For example:

  • Videos of clients talking about their experience with your company
  • Social media posts of clients with your team
  • Posts from your employees regarding work
  • Reviews from your Google Business listing

Sharing UGC can encourage new clients to trust your law firm. They’ll recognize that people like them enjoyed working with your business. They might decide you’re worthy of their trust as well before reaching out. 

4. Podcasting

Consider sharing more stories about your law firm through podcasting. With podcasting, people can interact with your brand even while they’re on the go. 

Try leading with subjects that are bound to pique the listener’s attention. For example, you might discuss new laws that might impact the listener’s life. Perhaps you want to discuss a case you handled or how the outcome affected the client’s life instead.

Use podcasting to leverage the power of storytelling.

5. Artificial Intelligence

New artificial intelligence (AI) tools are changing the digital marketing climate. For example, many businesses are turning to ChatGPT. This tool created natural-sounded, detailed content based on the prompts you provide.

Don’t allow AI to replace the human connection you have with your clients, though. Instead, use AI to inform your content marketing strategy. Avoid posting AI-created content, which Google might penalize you for in the future. 

6. Responsibility and Inclusivity

Consumers are looking for integrity, transparency, and social responsibility from the businesses they trust. If you’re not remaining honest and transparent with your clients, they’ll choose another law firm.

Use social media to emphasize the inclusive objectives, issues, or activities your law firm is committed to. Show them you’re demonstrating social responsibility as part of your company culture. 

7. Search Engine Marketing

Search engine marketing (SEM) strategies like SEO and pay-per-click (PPC) advertising change with new updates to the algorithm. Ignoring these updates might cause your rankings to drop. Your cost-per-click when using advertising platforms like Google Ads could get more expensive as well.

Instead of developing your own SEO or PPC marketing strategy, consider working with an agency. They’ll make sure you’re up-to-date and following the latest marketing trends. 

Leverage These Digital Marketing Trends for Law Firms Today

Remaining relevant could prove key to your law firm’s future success. Make sure to apply these digital marketing trends in 2023. Leveraging these trends can help you get ahead of competing firms.

Experience the benefits of using modern marketing practices today.

Want help developing your digital marketing strategy? We’re here for you. 

Contact us today to get started.

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