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Top Digital Marketing Trends for Lawyers in 2024

By Annette Choti

Generative AI is a game-changer for law firm marketers — and more change is afoot. Here are the 10 digital marketing trends for lawyers that could reshape your strategy this year.

digital marketing trends for lawyers

Advances in technology, changes in consumer behavior and some new-to-lawyers marketing strategies are reshaping the way law firms attract and engage with clients. From artificial intelligence to voice search to virtual reality, the following trends are set to transform the way firms operate and connect with their target audience.

The Top 10

Here are the year’s top 10 legal marketing trends — along with a few ideas for incorporating them into your marketing strategy.

1. Artificial Intelligence 

Let’s address the AI-generated elephant in the room. The integration AI in legal marketing is a game-changer. With AI technology, law firms can now automate mundane and repetitive tasks as well as analyze vast amounts of data quickly and efficiently, providing valuable insights and predictions that can inform marketing strategies. AI-powered chatbots and virtual assistants can provide personalized experiences for clients, delivering relevant information and support around the clock. Including AI technology, particularly generative AI tools, in the legal marketing tech stack will bring efficiency and creativity and enhance client satisfaction, ultimately transforming the way law firms operate and attract clients.

2. Voice Search Optimization

With the rise of voice assistants like Siri and Alexa, law firms will need to optimize their online presence to be more easily discoverable through voice searches.

Voice search optimization is a crucial aspect of modern digital marketing strategies. Voice search optimization involves optimizing a website’s content, meta tags, and schema markup to align with the way people naturally speak when using voice assistants. This includes targeting long-tail keywords and incorporating conversational phrases into website content. By optimizing for voice search, law firms can increase their visibility and reach potential clients who are using voice assistants for their search queries. This optimization technique will become increasingly important as voice search technology continues to advance and gain popularity.

3. Virtual Reality (VR) and Augmented Reality (AR)

As big tech ramps up its investment in VR and AR technology will provide immersive experiences for potential clients, allowing them to understand complex legal concepts in a more interactive and engaging way.

For example, law firms can use VR and AR to create virtual tours of their offices, simulate courtroom experiences, or provide interactive educational content. This technology can help law firms stand out from their competitors by offering unique and engaging experiences to potential clients. VR and AR have the potential to revolutionize the way law firms market their services and connect with their target audience.

4. Data-Driven Marketing

Law firms will increasingly rely on data analytics to identify trends, target specific demographics, and optimize their marketing efforts. By analyzing data on client behavior, preferences and engagement, your firm can create highly personalized and targeted campaigns. This level of precision and effectiveness in marketing can significantly affect a law firm’s ability to attract and retain clients in a competitive market. Additionally, data-driven marketing strategies can also help law firms measure the ROI of their marketing efforts, allowing them to make informed decisions and allocate resources more effectively.

5. Hyper-Personalization

As technology advances, law firms will be able to leverage AI and data analytics to provide highly personalized messages and content tailored to individual clients’ needs and preferences. Examples of hyper-personalization include:

  • Personalized email campaigns. Law firms can use AI algorithms to analyze client data and create customized email campaigns that address individuals’ specific needs and interests. This could include sending personalized legal updates, relevant articles or targeted offers based on the client’s previous interactions with the firm.
  • Personalized website experiences. This could involve dynamically changing website content based on the client’s browsing history, preferences and previous interactions with the firm. For example, the website could display relevant blog posts, case studies or testimonials based on the client’s specific legal needs.
  • Customized recommendations. Through AI-powered virtual assistants and chatbots, law firms can provide personalized legal advice and recommendations. These chatbots can ask targeted questions to gather information about the client’s legal situation and provide tailored guidance based on the client’s unique circumstances. (See “Ethical Considerations for Legal Chatbots.”)
  • Personalized document generation. AI technology can automate the process of generating legal documents, allowing law firms to create customized documents based on each client’s specific requirements.
  • Customized client communications. Law firms can use AI algorithms to analyze client communication preferences and tailor their communication methods accordingly. This could include sending automated text messages, personalized video messages, or scheduling meetings at the client’s preferred time and location.

6. Video Marketing

Video content dominates the digital marketing landscape and will continue to do so. Videos offer a dynamic and engaging way for law firms to showcase their expertise, provide educational content, and connect with their target audience. Through videos, law firms can effectively communicate complex legal concepts in a more accessible and relatable manner. This can help potential clients better understand the services offered by the firm and build trust and credibility. Additionally, videos can be easily shared and distributed across various platforms, allowing firms to reach a wider audience. Whether it’s informational videos, client testimonials, short-form videos, or even livestreams of events or presentations, video marketing will continue to be a powerful marketing tool.

(Tip: Generative AI tools make it easy to convert long videos into short clips for platforms like TikTok and Facebook Reels.)

7. Social Media Marketing

Social media platforms will remain crucial for law firms to engage with their target audience, build brand awareness, and share valuable insights, but don’t let your social strategy stagnate. Consider incorporating these trends in your law firm’s social media marketing strategy:

  • Influencer partnerships. Law firms can collaborate with influencers in the legal industry or relevant niches to promote their services and increase brand awareness. These influencers can provide valuable insights, share client testimonials, and endorse the firm’s expertise, helping to build credibility and trust among their audience.
  • Live streaming. Law firms can use live streaming on platforms like Facebook or Instagram to give behind-the-scenes looks, host Q&A sessions, or conduct virtual seminars and workshops. This interactive approach can help foster a sense of community and engagement with potential clients. Another plus: Younger generations are looking for real-world, authentic content as the antidote to machine-generated content. Live video helps build trust.
  • User-generated content. Law firms can encourage clients or followers to create and share their own content related to their experiences with the firm. This might include testimonials, case outcomes or personal stories. User-generated content not only increases brand engagement but also provides social proof of the firm’s expertise and client satisfaction.
  • Chatbot integration. Enhancing social media presence with AI-powered chatbots can provide instant responses to inquiries, deliver personalized recommendations, and guide potential clients through the initial consultation process. This can help streamline client interaction and improve customer experience.
  • Collaboration with tech startups. Law firms can leverage the innovative solutions provided by legal tech startups by showcasing partnerships and promoting the benefits of these technologies. This can attract tech-savvy clients and position the firm as forward-thinking and adaptable to technological advancements. (Recent surveys show that more than 50% of in-house counsel are using AI — a number that will grow. Clients expect their outside counsel to be at least as tech-savvy as they are, if not more.)
  • Gamification. Law firms can incorporate gamification elements into social media marketing to provide a more interactive and enjoyable user experience. This can include quizzes, challenges or interactive case studies that educate and engage potential clients.
  • Social media storytelling. Firms can use social media platforms to share compelling stories and case studies that highlight successful outcomes, legal victories or noteworthy client experiences. This storytelling approach creates an emotional connection with the audience and demonstrates the firm’s expertise.

8. Content Marketing and SEO

In 2024, content will still reign as king in law firm marketing.

Content that addresses common legal questions, provides updates on relevant laws and regulations, and offers practical tips and insights positions you as a trustworthy source of information and expertise, attracting potential clients who are seeking legal assistance. By consistently creating informative and valuable content, law firms can establish themselves as thought leaders in their respective areas of expertise.

Content marketing and search engine optimization go hand in hand. Content that demonstrates expertise builds credibility with clients — and when optimized with relevant keywords, content also improves visibility in search engines.

SEO will continue to be critically important for law firms in 2024. Optimizing for organic search has become more of a challenge over the past year as Google experiments with AI-generated search results and answers on the top of the page. However, potential clients increasingly rely on search engines to find legal services, and law firms must continue working to optimize their online presence. For 2024, incorporating SEO best practices and focusing on publishing authoritative content will give you a much greater chance of increasing your visibility.

9. Influencer Marketing

Collaborating with influencers and industry experts will become more prevalent in legal marketing, as law firms seek to leverage their expertise and audience reach to build credibility and trust.

Law firms can collaborate with influencers in the legal industry or relevant niches to promote their services and increase brand awareness. These influencers can provide valuable insights, share client testimonials, and endorse the firm’s expertise. For example, a firm specializing in family law could collaborate with a popular family law blogger or influencer to create content around common family law issues, share personal experiences, and provide practical tips. By partnering with an influencer who has a dedicated following of individuals seeking family law advice, the law firm can reach a highly targeted and engaged audience.

Law firms can also collaborate with industry experts in related fields or legal tech startups. As noted above, this can attract tech-savvy clients and position the firm as innovative and forward-thinking.

Overall, influencer marketing can help law firms establish credibility, expand their reach, and connect with their target audience in a more authentic and relatable way.

10. Mobile Marketing

In 2024, mobile marketing techniques — including SMS marketing, mobile apps and location-based advertising — will continue to be a crucial aspect of law firm marketing strategies. With more people relying on smartphones and mobile devices, law firms will need to optimize their websites and marketing campaigns to ensure a seamless and user-friendly experience for mobile users. Optimizing for mobile also improves your website’s visibility during voice searches.

  • Mobile optimization involves creating responsive websites that adapt to different screen sizes and load quickly on mobile devices. This ensures potential clients can easily navigate and access information on the firm’s website, regardless of their device. Mobile-friendly websites also contribute to higher search engine rankings, as search engines prioritize mobile-optimized websites and the overall user experience.
  • SMS marketing involves sending targeted text messages to potential clients to promote services, provide updates or send reminders.
  • Mobile apps can offer a convenient platform for clients to access legal resources, schedule appointments or receive notifications.
  • Location-based advertising uses GPS to target potential clients in specific geographic areas, making it easier to connect with individuals who may require legal services.

Furthermore, mobile marketing strategies can incorporate social media platforms that are predominantly used on mobile devices, such as Instagram and Snapchat.

Overall, in 2024 law firms must prioritize mobile marketing to reach and engage with potential clients who are increasingly reliant on their mobile devices for information and services.

The legal marketing landscape in 2024 will be heavily influenced by advancements in technology — but not just AI. While the integration of AI will radically change the way firms market and service clients, voice search optimization will be crucial, and new VR and AR products will offer innovative ways for law firms to connect with clients.

Changing consumer behaviors will also influence legal marketing plans — from how people find legal help to shifts in social media use. Data-driven marketing strategies will be essential for identifying trends, targeting specific demographics, and optimizing marketing efforts. With the rise of mobile devices and voice search, it will be vital to prioritize mobile optimization of websites and marketing campaigns.

In addition to a hyper-focus on video marketing, law firm marketing plans will begin including hyper-personalization. Content marketing will continue to be a key element in establishing thought leadership and attracting potential clients, but more firms will consider influencer marketing to help build credibility and trust with niche audiences.

Law firms that embrace these emerging trends will have a competitive edge in attracting and retaining clients in 2024 and beyond.

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Annette Choti Annette Choti

Annette Choti graduated from law school 20 years ago, and is the CEO and owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. She is the author of “Click Magnet: The Ultimate Digital Marketing Guide for Law Firms” (2022). Annette used to do theater and professional comedy, which is not so different from the legal field if we are all being honest. She can be found on LinkedIn or at annette@lawquill.com.

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