Going into 2020, tried and true methods of marketing and business development will continue to remain on the priority list for law firms. Content development and traditional marketing methods of social strategy, blogging, and email marketing, are just as important now as they were five years ago. Mobile readiness continues to be essential and SEO, while ever-changing in specifics of how it should be done, is also a key consideration for marketing professionals.

But as we enter a new year—and a new decade—there are plenty of changes coming down the pike. Mary Che, VP of Marketing at Connell Foley, effectively sums up what law firms can expect to see: "One thing remains constant with law firm marketing: it is, out of necessity, ever-evolving. As law firms face increasing competition and external challenges, the key to staying ahead is adaptation—and marketing plays a large role in that."

Podcasts

We're always on the go, which makes podcasting one of the most effective ways to capture someone's attention, even while they're doing something else. And podcasting has a large and growing audience; over 62 million Americans listened to podcasts on a weekly basis in 2019, up 5% from the previous year.

Creating a successful podcast does require planning and resources—and a commitment to regular releases. If your firm can commit to producing them on a scheduled basis, it's likely less time consuming than you think, especially if you outsource the post-production.

Analytics & Data

While it's notoriously difficult to track return on your marketing efforts, today's firms have the ability to make more informed decisions than ever before. Che notes "Gone are the days when only the mega firms were lucky enough to pull technology into their marketing efforts. Every day now there appear to be new tools and technologies available to help firms of any size collect and act on the data that is most relevant to their marketing strategies."

Pro tip: To get the most out of your analytics, carefully choose which metrics you want to follow. Otherwise, you'll be lost in a sea of data. A good place to start: customer data, site traffic, search data, and social media reach and engagement.

Client-first Marketing

One of the basic tenets of marketing is to find your customer's pain points and then speak to how you can help solve them. For law firms and their lawyers, who can find themselves earning many well-deserved accolades and speaking engagements, it can be tricky to tout them while still seeming relatable to clients.

Authenticity is what people are looking for these days, and if all they see on your firm's social media are awards, they'll understand the expertise of the firm but may not necessarily see how that translates to helping them. Take the time to turn a win into a connection by underscoring the firm's emphasis on client experience.

Digital doesn't have to mean distant. Sharing meaningful content, creating campaigns designed to engage and encourage participation, and asking "how can we help" in every interaction can build relationships, even with those that have never met the firm's team.

Video

Video isn't an entirely new trend, but this is the year you can no longer ignore the mounting evidence that video outperforms text- and image-based social media posts, emails, and blogs. Video is an excellent channel to help get your firm's values and differentiators out there, while building your personal brand at the same time. No matter where you are in your legal career, you have valuable information, insights, and observations to share.

Don't wait until a video is perfect before putting it out into the world. While there's a place for polished, edited videos, remember that people also relate well to authenticity. You can invest in some equipment if you'd prefer, but with the quality of today's smartphones, you can record great, relatable videos without spending more money. (But do consider getting a stabilizer or mount—shaky video can be distracting.)

Greater Connection Between Marketing and Business Development

The addition of business-development specific roles in law firms is a relatively new trend. Traditionally, law firm marketers would contribute as needed to business development strategies, but firms are recognizing the value of having dedicated staff to focus on growing individual books of business.

"Speaking of strategy, 2020 will also continue the trend of law firm marketing/marketers playing an increased role in their firm's overall business strategy. With their fingers on the pulse of both the client and competitive landscapes, marketers are in the ideal position to help their firms identify and prioritize the initiatives on which they should be focusing," says Che. "This can include diversity initiatives, cross-selling and client teams, new practice areas, and other proactive steps that will ensure a firm provides the best service to its clients while achieving the competitive advantage that will help it succeed."

Reputation Management

The digital age has been here for a while, and the importance of monitoring your firm's online presence is becoming an increasingly important task. The quick spread of information over social media and the immediate news cycle mean that firms need to be prepared to be responsive to any mentions, commentaries or inclusions.

Not having a reputation management plan in place can lead to serious consequences for your firm. Eight out of 10 internet users in the US say that negative information read online made them change their minds about a purchasing decision. Marketers, in particular, are seeing the value of focusing on online reputation: 84% of marketers believe that building trust will be the primary focus for marketing efforts in the future.

Each new year promises to bring changes, and 2020 is no different. One thing that remains consistent, though, is that law firm marketing will continue to evolve. The key to success in the face of increasing competition is to adapt – and when it comes to marketing, adapt quickly.

Amanda Sexton is the founder of FocusWorks Marketing in Denville, an agency that uses the power of digital marketing to grow brands and businesses. A self-professed "numbers nerd," she uses data and research combined with creativity to drive campaigns to their maximum potential. Amanda is also the current Marketing Chair of New Jersey Legal Industry Providers.