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Legal Marketing Strategy – Trend Update

While the legal offices of yesteryear may have relied on a well-established reputation or word of mouth to retain or attract new clients, modern law firms require a far more strategic legal marketing strategy. In January, we outlined a few pieces of marketing advice for 2016; from adopting an inbound approach as a simpler way to measure ROI, to implementing a referral program and repurposing client interviews into marketing content.

The ever-changing digital landscape presents both a challenge and an opportunity for firms looking to boost their marketing strategies. With this in mind, their efforts should be focused on the three S’s: Social, SEO, and search.

From Communication to Conversion – the Changing Face of Social Media

Most CMOs would agree that utilizing social media as part of a marketing strategy is not just a passing trend. While many firms have already implemented some sort of social marketing strategy, most are not effectively using these channels to share their content, expand their audience, and stay in touch with former clients. In 2016, the aim is to achieve some kind of “conversion” from their social media efforts. While conversion is typically about securing new clients, firms also should be using social media to encourage clients to attend events, download premium content, or even to communicate with potential employees.

In line with this, I believe that engaging with the right social media influencers can be a great way to increase exposure in niche markets. Before selecting a social influencer, you need to do a lot of research. This means understanding your target audience, researching trends in your industry, and identifying an influencer to meet your goals. Once you’ve found the perfect partner, the challenge is to engage with this person, with the aim being to collaborate regularly.

Using SEO to Promote Your Content

A 2016 report of law firm marketing trends, compiled by Black Fin, cited SEO as a well-used weapon in the arsenal of many modern law firms. While this trend is set to continue, pure SEO shouldn’t be the main focus of your legal marketing strategy. SEO should not be viewed as a marketing shortcut, but rather a means to disseminate your content to prospective clients and to build a reputation as an industry thought leader. Once you’ve ensured that the articles, case studies, or videos you are generating are actually adding value, you can then use optimization to drive traffic to this content.

These changes in approach to SEO position the user and the user experience at the center of any marketing strategy by giving them exactly what they want, when they want it.

Searching with Your Voice

With the consumerization of mobile technology and the rise of wearable devices, voice searches are fast becoming an essential element of legal marketing strategies.

This also changes the focus of SEO strategies slightly, as attention shifts away from creating keyword-loaded content to developing content that provides direct answers to questions posed. Yes, these artificial intelligence and digital assistant solutions may still have a long way to go, but they do get smarter every time they interact with a human; determining the user’s intent by analyzing data pulled from their other online activities.

Tailoring your Web site and content to handle voice searches, which tend to have a more conversational tone, will better prepare your firm for the future of SEO. By incorporating these trends into your B2B lead generation strategy, you can ensure that your law firm remains relevant.

Want to find out more about how modern marketers target customers in the digital age? Why not register for our free webinar in September:

Join the webinar: Transformation to Modern Marketing in the Real World


Qorus Software is a leading global provider of proposal and content management solutions for firms looking to simplify the way they do business. In a world that is growing increasingly complex, and with clients who continue to demand more for less, we believe that legal software should be intuitive and easy to use. Which is why our solutions are built on well-known Microsoft tools like Word and PowerPoint. They're designed to be used across all departments of your firm, helping produce better proposals, RFP responses, contracts and reports – while decreasing non-billable time. Qorus is a proud Microsoft partner, Primary Competency (Application Development) and Silver Cloud Competency. Click here for more information.

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