There are many parts involved in promoting your law firm online. And, they all need to be operating well so that your marketing is effective. One of these pieces is your law firm digital marketing strategy. Digital marketing is a constantly aspect. Therefore, this may seem difficult. You may not want to invest in all the necessary things that digital marketing brings to the table. However, it’s always good to move forward. Here are some law firm digital marketing trends that will be important throughout 2021.
Social Media-Less is More
Social media is still one of the strongest digital marketing methods that there is. This isn’t going to change anytime soon. Therefore, many law firms are tweaking their strategies to deal with the changing times.
It’s no secret that last year was a major change for most people. COVID-19 has changed the way that many businesses approach their marketing. Many law firms have spent more time producing content that felt thoughtful, valuable, and in-touch.
The new trend here is that less is more. What this means is that you can expect to be more thoughtful about what you post about. It’s going to be less about appeasing the algorithm and more about giving your audience the content that you think they need. Never before has providing your audience of clients and prospective clients’ value meant so much.
Authenticity is Key
Following up on the previous talking point, clients want to see a business that cares about them throughout 2021. That means that you need to be prepared to demonstrate authenticity. Therefore, you’re going to want to show them the real side of your law firms and lawyers.
Authenticity in the digital marketing world means to reject the fake qualities that have defined digital marketing in the past. Most experts agree that your marketing strategies like email, social media, SEO, etc. need to provide your followers with more of what makes your business unique.
The more you can incorporate authenticity into your digital marketing strategies, the better. In fact, some good ideas to keep in mind are utilizing more user-generated content and reviews. The shift towards authentic marketing also represents an emerging trend in which consumers are choosing to work with law firms and businesses that share their moral, social, and political beliefs.
Google Local Service Ads
Throughout 2020, Google was testing a new service called Local Service ads. These types of ads are fundamentally different than those most are used to. Instead of pay per click, local service ads are pay per lead.
They are currently being offered to select industries and markets. Lawyers and law firms must complete an application with Google to participate in Local Services Advertising. Because it’s a fairly new product and is still testing, prices are very fluid at the moment.
However, if you can get your business to qualify for the early trials, experts say that this will be great. It will have you ahead of your competition for when the product becomes more widely available. Local Services Ads appear at the top of search results above pay per click ads and are highlighted as Google Guaranteed businesses thus giving businesses more credibility in the mind of the consumer. This can be a great benefit for your business and can be a new avenue for your continued success.
Google Display Network
Google has always been a fantastic advertising platform for law firms. This looks to be no different in 2021. In fact, the Google Display network offers new opportunities for law firms that are looking to grow this year. It allows you to use remarketing and retargeting techniques to get you in front of high-intention prospective clients.
These techniques can be used in a variety of ways. One of these ways involves visitors on your website. If they didn’t convert right away, you can use retargeting to ensure that you stay on top of their minds. Another thing to consider is users that browse other websites and share common interests with your law firm. You can use remarketing to get them to convert later down the road.
Google Display Network is something you shouldn’t’ be ignoring anymore. It is a powerful tool that can be used to grow and expand your business in new and exciting ways. 2021 could be the year that you take advantage of everything it has to offer.
SEO
SEO is going to be an essential digital marketing tactic throughout this year. This is especially true if your law firm relies heavily on local clients. SEO has what you need to reach local audiences and differentiate your law firm from the competition.
Due to the events of last year, more people are relying on local businesses for their needs. In fact, experts say that nearly 50% of all searches on Google had local intent in mind last year. The need for your business to be found locally on the internet is more important than it ever has been.
You’ll want to make sure that your SEO strategies are the best that they can be so that you can drive traffic to your business. Some ways to accomplish this are by including business information, photos, and reviews. To further refine your efforts make sure that you set up your Google My Business listing, encourage clients to leave reviews, and update your listings in legal directories.
Conclusion
These trends are obviously subject to change as 2021 develops, but this is what experts are saying you’ll want to pay attention to. Digital marketing is ever changing and evolving. But it’s always important to capitalize on trends in order to grow your business and prosper for years to come. If you need any help or need any of the services we discussed today, visit us at: https://anytimedigitalmarketing.com/ to see how we can help you to grow your business.
