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6 Predictions for Law Firm Marketing in 2015

6 Predictions for Law Firm Marketing in 2015

We recently asked a several dozen experts for legal industry predictions for 2015, which we will publish here later this week.  Larry Bodine provided six for law firm marketing  and we’ve  decided to run his viewpoints as a standalone post.

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Here are Mr. Bodine’s six predictions for legal marketing next year:

1. The firm website becomes the sine qua non of legal marketing. A law firm website is now the essential element of its marketing. Hinge research showed that 77% of professional firms generate new business leads online. 70 percent of law firms in another survey said their website generated new matters, according to Alyn-Weiss research.

2. The rise of the review sites.  Because so many consumers habitually look to review sites before buying anything, lawyers will have to pay close attention to reviews about them on Avvo, Personalinjury.com, Yelp, Google and Facebook.

3. Content marketing takes hold. Google has moved away from keyword searches and so have clients. 62% of searches are non-branded keyword searches (e.g., “Miami personal injury attorney”) and they produce an excess of junk results. 32% of non-branded searches are “long-tail searches” like “Chicago divorce lawyer for family with special needs.” These searches find on-point results from websites with content that goes into detail.

4. Law Firms convert with free content downloads or a newsletter sign-up. A “conversion” is getting a potential client to interact with a law firm website. The single best tactic to convert and engage a visitor is offering a free content download. In exchange, visitors will give out their name, email address and more.

5. Lawyers must bring visitors back with an automatic newsletter. Lawyers should send an automatic newsletter to contacts on the firm mailing list and to visitors who opt-in. Mailchimp has a plug-in for WordPress that will automatically compose, illustrate and send the newsletter on a specified schedule. For example, the Law Practice Advisor newsletter  goes out beautifully every week without any manual input.

6. Social proof is necessary to generate leads.  Potential clients spend 16 minutes of every hour on Google+, LinkedIn, Facebook and Twitter, and they expect a lawyer they will engage to be as well. Clients want to see updates, news & information from a lawyer. Absence on social media demonstrates that a lawyer is out-of-it.

What predictions would you add?

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Larry Bodine is a lawyer, journalist and marketer who speaks and writes frequently about law firm marketing. Currently he is the publisher of the National Trial Lawyers and is the former Editor in Chief of Lawyers.com. Connect with him on Twitter, on Google+ and LinkedIn.

Photo credit:  Flickr; krystalchu; CC BY-ND 2.0

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This bio page is used to publish submissions by contributing writers. We welcome contributions from the legal community and are especially keen for contributions from our customers. Please review previous submissions published here and the “About Us” section to get a sense for what topics work for this blog. All posts must be original content not published elsewhere for at least 30 days. To submit an idea for consideration please email blsssocial@lexisnexis.com.
11 comments
Dustin Montgomery
Dustin Montgomery

I would say all of this is true and continues to be 100% relevant to a firm's online presence.

TimVerve
TimVerve

keyword focused searches (e.g Los angeles personal injury lawyer) still drive the highest quality traffic.

Peter Cabrera1
Peter Cabrera1

Agreed with your point reviews really matters.But sometimes your opponents post bad reviews so what's the solution you have for this kind of issue?

IndioBailBonds
IndioBailBonds

Agreed with all the points you elaborated. No doubt that the website is an electronic face of any organization.And for better results people should go to the this marketing solution.

Mcdougalljohnd
Mcdougalljohnd

Great stuff Larry, Excellent Hinge Marketing stat. I love their work as well. #7 could be a greater emphasis on A/B testing since traffic is so much harder to come by these days. It pays to increase conversions and make your website the best it can be and law firms will get hip to this as "SEO" and PPC costs climb. I recently saw a a HubSpot analysis of the top most expensive PPC terms and auto injury stuff is approaching $700 per click. More than even Mesothelioma terms...

DrKPI
DrKPI

Thanks for sharing these trends.

How lawyers are implementing these is shown in our ranking of over 1,000 law blogs.

Some are doing very well as far as engagement and dialog with readers are concerned.

Have a look: http://blog.drkpi.com/rating-and-ranking-4/

Merci

Urs

@DrKPIcom

LondonSolicitor
LondonSolicitor

#2 has come true already - VouchedFor.co.uk already lists hundreds of solicitors with reviews!

MayankMishra
MayankMishra

Excellent article, and spot on assessment of the future of legal marketing in 2015. 


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