2022 Law Marketing Trends Review: Let’s get ready for 2023

Marketing is never static and as our society learns about new products and technologies, our behaviour adapts. The ever-evolving marketing industry won’t allow you to set and forget your law firm’s marketing. If your law firm marketing doesn’t adapt to changes, you’ll see declines in client leads, risk reputation damage and negative returns on investment.

Let’s reflect on 2022 to remind you of the golden rules of marketing and add our advice on how to enhance your marketing in 2023.

Your website continues to be your greatest marketing asset

A golden rule is having a website for your law firm. In 2022, websites remained a strong marketing strategy asset. Websites provide multiple functions for gathering clientele information to assist your marketing efforts. In 2023, it will be critical to invest in a modern website equipped with better functionality than a website from even a few years ago. A modern website is critical to every marketing avenue, including links to your social media, email marketing and building your client database.

Your content and search engine optimisation

As online content grows, you need to ensure your website is ready to compete for that top ten search ranking result in 2023. In 2022 we repeated the value of search engine optimisation – in 2023 its an ongoing focus for your law firm to create valuable web content to keep clients on your website and make sure they get value for their time. Provide insightful information and basic legal education before you direct them to find out more by either calling you for an appointment or downloading a product like an e-book.

Time to get social

In 2022, social media content expectations grew as a result of the move online during the main years of the COVID pandemic. A key marketing tool for 2023 is to have interactive social posts; the expectations of society now are beyond seeing single-image posts. Your clients on social media want to be engaged, interacted with, and entertained. Embrace your social media marketing for the huge brand opportunities for your law firm and set aside time to plan and create content to attract the right audience.

Create more gated content to enhance your law firm marketing

Your marketing plan in 2023 should include content that requires potential clients to provide their details to gain access. Known as gated content, its website content that usually requires an email address to unlock it, providing valuable lead information to your law firm. Gated content can be eBooks, or templates; something of use and value to your audience. By providing value in exchange for their email address, you’ll build your content marketing database and maybe even land a new client. Another kind of gated content is webinars, which leads to our final suggestion.

Video is king – how webinars and podcasts can help your law firm marketing

We are living in a video world. Both Instagram and Facebook preference video content in people’s feeds, making it a must for your law firm’s marketing plan. We recommend two video avenues: webinars and podcasts. Webinars are more accessible than ever having been facilitated by Zoom in the peak pandemic years. Podcasts can also be in video or audio form; either format will create useful content to share and build your law firm’s profile online. Both webinars and podcasts can be shared on your website, podcast apps, streaming services (such as YouTube or Vimeo), social networks, and more. Come 2023, video marketing will be the standard social media experience because of society’s change in attention spans.

Get your marketing ready for 2023

Perhaps 2023 is the year that you’ll look to outsource your marketing – we are more than happy to help set you up for marketing success. Prepare yourself for a successful 2023 by starting now.

About the author
 Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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