Many law firms have experienced an increase in the number of visitors and requests from their websites during and post-pandemic. This explosion is not surprising as many people have been unable to access in-person services but have had to rely on virtual legal aids to meet their needs. The legal industries have witnessed a change in recent times, but it is necessary to keep in mind that the industry thrives on relationships.
“Pre-pandemic legal digital marketing was mainly targeted at getting the right information across to the clients. Every other service had to be rendered in person but things have long changed since the pandemic,” says Madi McMaster of BluShark Digital, a cutting edge digital agency focused on law firm growth.
Everything has gone digital, and the cherished personal interactions between law firms and their clients have also witnessed a shift. Virtual interactions have become more centered on getting the job done.
How the Pandemic Affected Information Consumption
The pandemic impacted the way people interacted with information. Many buying decisions are now made online without having in-person contact with service providers. As things begin to normalize and offices open up for businesses, in-person calls have resumed. However, many buying decisions are still made online for legal services, with many clients preferring virtual services.
Buying decisions are based on what clients can see online from the legal firm’s website and social media profile. Legal services providers are more than ever before tasked with marketing themselves and their services in a way that will convince clients to work with them even without having an in-person meeting.
Aligning Legal Digital Marketing to Current Trends
The change in the way people interact with information also means that marketing efforts have to be aligned to get the best out of it. Law firms should consider the following as it regards to digital marketing:
#1. Create a Strong Online Presence
Legal service consumers, the majority of which are online, are becoming resourceful while making hiring decisions on an attorney to work with. Many of them are looking for information on their legal issues and researching attorneys who have the experience required to handle these issues. A commonplace they will end up in their search is the law firm’s website and social media pages.
Therefore, a complete and effective legal digital marketing strategy must pay attention to articles, blogs, websites, and social media handles. Each content that is pushed out should be targeted at helping to build the firm’s credibility online. The client’s first impression when they interact with your online platforms will go a long way to determine if they stay.
The goal should be to impress the client at first glance. Therefore, your website and other platforms should be knowledge-based and easy to navigate. To create content that catches the client’s attention, the content must connect to the client’s needs. To achieve that requires an in-depth understanding of the market you are trying to penetrate.
#2. Pay Attention to Personalized Relationships
When choosing the law firm to work with, trust is paramount for most consumers. The legal service industry is a business that thrives on relationships. Beyond what is projected online, many clients will still decide based on relationships.
This means that law firms will have to invest in building these relationships even with their online audience. They can achieve this by developing a client relationship management system tailored in a way that grants lawyers access to the client’s data. A better understanding of the client and their needs will make it easier to create a personalized user experience that builds trust and confidence.
An effective legal digital marketing strategy designed with the client in mind will be able to connect the dots between what the clients are constantly engaging in and their needs. With such information, the firm will be better positioned to push out content that would be valuable to the client.
#3. Maximize Analytics
Many consumers online suffer from digital fatigue due to information overload. The amount of information to be processed online can be overwhelming. Therefore, a law firm’s digital marketing efforts will yield more significant results with analytics.
Through the use of analytics, the firms can access data about their audience and understand what resonates with them as well as their preferences. The use of analytics makes it possible to sieve out relevant data and use it to create content that adds value to the client.
The change in the way consumers access legal services triggered by the pandemic calls for a digital marketing strategy that will promote online presence and build the firm’s credibility. Digital marketing for law firms will continue to evolve. Therefore, firms must keep abreast of the changes and adopt a strategy that will produce the most results.