Solo/Small Firm
Essential Marketing Trends in 2021
Be purposeful in your content efforts
Written by Ruby L. Powers
2020 forever changed the practice of law and how to reach potential clients.Whether focusing on updating our firm’s website, implementing a customer relationship management tool, or creating video content to better serve our clients, lawyers adapted. Here are a few essential marketing trends to follow in 2021.
Online Client Reviews
Client feedback in the form of online reviews is more valuable than
before fortwo reasons: Google weighs reviews more for search engine
ranking than in years past and referrals have relied more on online
reviews than word of mouth during COVID-19—not only for marketing
purposes, but also to help improve the client experience. To ensure
successful review collection, build systems to proactively collect
client reviews on a regular basis and make the endeavor an entire
firm-wide effort. Consider incentives for staff as well as procedures to
include a request for review at least once before the case’s end, if not
before. Develop a Net Promoter Scoresystem that regularly sends surveys
to your clients to ask on a scale of 1-10 how likely they would
recommend your firm to someone else. Depending on the results, keen
clients can be sent a link for an online review and those who suggest
room for improvement can be contacted to address concerns. Actively
request reviews on various platforms, but Google, Facebook, Avvo, and
LinkedIn have more value than others.
Online Video Content
With less in-person interaction, marketing trended more toward online
video content in 2020, and now we can continue to refine it and grow our
firm’s audience. When deciding which outlet to project video content,
you must consider your ideal client. Whether Facebook Live, YouTube,
Instagram Live, LinkedIn, or TikTok, thereare many options to choose
from that best suit your target.
There are many formats to choose from: pre-planned topics in a webinar style, answering questions like a radio show, guest experts, and/or news updates or some combination of the above. You really canstart with just a phone, tripod, and a free social media account that livestreams videos. Later, you can graduate to live streaming programs like StreamYard to take your videos to another level, post on multiple platforms at once, and add transcripts. With a paid Zoom account, you can even live stream on various platforms.
Make sure to be purposeful with your content and aim to funnel attention to your firm via the website, newsletter,and/or social media accounts to stay connected. Additionally, as with everything, calculate the return on investment and value add of the time and work spent on the content creation and production.
Google My Business/SearchEngine Optimization
Most firms by now have a Google MyBusiness account. It’s free and allows
your firm to show up in search engine optimization, or SEO, results with
all key information in one place (contact information, Google Map,
website, reviews, hours of operation, and more). But don’t let the
simplicity fool you; make sure you either review it regularly or hire
experts to optimize your account to fully engage with your potential
clients and maximize your SEO potential.
SEO is always a moving target because search algorithms are constantly evolving. People are treating search engine experiences, be they web-based, mobile, or voice-activated, as conversational. They use lay person language, for inquiries like “Can I apply for a work visa if...” or “What do I need for the asylum application...”. Make sure to stay updated on what your potential clients need to know and their frequently asked questions. Next, create content that answers those potential questions and use vocabulary clients use while searching.
Even though the last year has brought many changes to the expectations clients have for law practitioners, make an added focus on online client reviews, online video content, and maximizing your Google MyBusiness and SEO potential in 2021! TBJ
RUBY L.
POWERS is the founder of Powers Law Group, a Houston-based,
full-service immigration law firm and is certified in immigration and
nationality law by the Texas Board of Legal Specialization. She authored
the American Immigration Lawyers Association’s Build and Manage Your
Successful Immigration Law Practice (Without Losing YourMind). Powers is
a law practice management consultant and coach with Powers Strategy
Group (rubypowers.com). She has served as AILA’s Law Practice Management
chair and on the State Bar of Texas Law Practice Management Committee
and the AILA Innovation Task Force. Powers currently serves on the
Houston Bar Association Law Practice Management Section board and AILA
Media Advocacy Committee. Connect with her at
linkedin.com/in/rubypowers/. Find more law practice management tips at
facebook.com/groups/poweruppractice.
