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Good day and welcome to this edition of LawBARD’s 5 Things video. As we quickly transition from 2024 to 2025, we’ll discuss five relevant marketing tactics that law firms should prioritize in the new year.
These five tactics are:
- Building Digital Credibility
- Prioritize Personalization
- Embrace AI to Make Your Life Easier
- Continue to Create Digital Content
- Keep One Foot in the Real World
The first tactic is building digital credibility. Firms must put an emphasis on growing their digital brand credibility. There are two components to focus on:
First, monitor, grow, and improve your digital reviews. Previously, we have discussed how Google, Avvo and other review platforms continue to grow in popularity. Similar to how people check reviews of new restaurants before dining, they also check reviews of law firms before calling. Encourage satisfied clients to leave positive reviews. Actively monitor and respond to reviews. Chances are, you won’t get many calls if you have a 2-star average.
Continuing to create digital content is the second necessity in building your digital credibility. High-quality digital content including blog posts, articles, and videos continue to help position your firm as an expert in your field and improve your website and social media performance.
The second tactic is prioritizing Personalization. Referrals are the lifeblood of most law firms. It’s time to start segmenting your audience and deliver personalized content based on the type of contact they are, their legal needs, and their interests.
The third tactic is embracing AI to make your life easier. There are many AI-powered tools, including chatbots, form builders, video creation tools, analytics tools, and email automation tools that can help simplify, automate and improve your firm’s marketing. Not only can these tools improve efficiency and enhance the client experience, but they’re also easy to start using. Most are web apps priced on a freemium model meaning you can determine whether you like a specific tool without having a large investment.
The fourth tactic is embracing short-form videos. Consumers, in general, and Gen Z, in particular, prefer short-form videos to learn about products and services. Use platforms like TikTok, Instagram Reels, and YouTube Shorts to showcase your firm’s personality and culture. Introduce your lawyers, highlight client success stories, or share quick legal tips. Short-form videos are generally quick and easy to produce and will help broaden your digital footprint.
Lastly, keep one foot in the real world. Even though we are putting more and more energy and effort into digital marketing and increase our digital footprints, it’s important to remember the value of attending industry events, conferences, local and specialized BAR meetings, and community gatherings to connect with potential clients, referral sources and the community in general.
By levering these tactics, law firms can effectively connect with potential clients, build stronger relationships, and achieve their marketing goals in the new year. That’s all for this episode of LawBARD’s Five Things. Remember, if increasing client intake is one of your firm’s resolutions and priorities, it starts with these activities. If you have any questions or comments, please contact us at info@lawbard.com or join us at lawbard.com. Thanks and have a great day!
