About this time every year, we poll a number of big thinkers for their predictions for the next year. Some of these predictions focus on legal marketing and one person on whom we’ve come to rely for expert analysis on legal marketing is a lawyer, journalist and marketer, Larry Bodine.
Last year, he presented six predictions for law firm marketing and similarly, he offered six more for 2016. Here are his predictions:
1. End of the road for SEO. “SEO officially becomes obsolete in 2016, killed off by repeated Google artificial intelligence and algorithm updates.”
2. “More blogs = more business. Law firms that don’t adopt content marketing with a frequently-updated blog will gradually fade away, as other web-savvy law firms nip away 2-3 good files per month – like being nibbled to death by ducks. Smart law firms already know that more frequent blogging equals more leads and clients, according to HubSpot.”
3. “Social media goes legal. Troglodyte law firms will start to get active in social media, because the more engagement their posts get, particularly on Facebook and Google+, the higher the authority that Google will assign to the website.”
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4. Owned Media Rising. “Law firms will start to create non-promotional, single-topic informational sites – like Drugwatch.com (sponsored by The Peterson Firm LLP) or BrainandSpinalCord.org (sponsored by Newsome Melton LLP) – to capture clients early in the decision-making process when they are researching their injury.”
5. Clients Shape the Path. “Law firm marketing will be shaped by the way consumers search for an attorney. For example, the top directories for personal injury attorneys are:
6. “Review sites. Law firms will assign staff and develop systems to methodically get good reviews on important sites like Google, Yelp and Lawyers.com. Approximately 83 percent of people check lawyer reviews as the first step to finding an attorney.”
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What do you think of these predictions? What would you delete, edit or add?
Note: Tomorrow we’ll publish a longer list of broad predictions for the legal industry from a range of contributors (here are the predictions from last year: 25-Plus Predictions for the Legal Industry in 2015).
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