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2016 Marketing Takeaways for Lawyers

As we turn the calendar page over to a new year, it’s worth taking a look at last year’s marketing trends and how they carry over into 2017.

The Importance of Marketing on Mobile Devices

Virtually all Americans now own a mobile device. As users turn more and more to these devices for purchases and to find the services they need, lawyers need to pay close attention to how their marketing efforts play out on mobile platforms.

To avoid losing prospects and income, websites should be mobile optimized. Law firms should consider investing in Google’s Accelerated Mobile Pages Project (AMP) to speed up existing web pages, especially those with blog posts or legal news. Since AMP now supports forms, you can also use it to create a lead capture page that loads quickly.

The Rise of Video Marketing

Social media users, particularly those in the coveted 18-34 year-old demographic, prefer to interact with imagery more than they do text. The rise of Periscope, SnapChat and Facebook Live all attest to this trend. But what does this mean for law firm marketing? It means lawyers should think more about how they can approach prospective and current clients with immediate, and even live, visual imagery.

One of the main reasons lawyers use social media is to get potential clients to know, like and trust them. So you might create exposure by arranging regularly scheduled Q&A sessions on Facebook Live or Periscope to discuss legal topics.

The Dominance of Facebook and Google for Online Advertising

As much as 76% of internet ad dollars is spent on Facebook and Google, and that percentage appears poised to rise. As these two platforms continue to cater to consumers, you’ll want to make sure your marketing plan pays close attention to them.

On the other hand, a large segment of the population still resists online ads, with the vast majority willing to at least consider ad blocking software. You might experiment with more subtle types of internet marketing, such as posting articles and information that attract prospects to your site where you can convert them with your lead page.

The Personalization of Ads

To combat resistance to online advertising, you can customize the experience for each user. One way to do this is by following prospects. For example, when a prospect sees your ad and clicks through to visit your landing page, you can essentially tag their browser. You can then position ads that show up in their search pages for the next few weeks.

While some users see this as an invasion of privacy, many are becoming more accepting and even appreciative of this ad strategy. Other ways to personalize ads is to include interactive features that create a relationship between prospects and your practice.

You might also vary your content for specific types of prospects based on practice area, or you can make individualized recommendations when prospects come back to your site for a second or third time. Similarly, messaging apps are being used to begin conversations with prospects, welcoming them in your front door.