Nowadays, when more than 89% of your target clients are online, traditional digital marketing strategies become an expensive and ineffective solution, especially in a populous, predominantly urban and suburban, tourism-centered city like Virginia Beach. That is why it is important for you to keep up with the latest digital marketing trends.
A sound digital marketing strategy is your law firm’s best bet. However, in order for your strategy to pay out, it needs to cover everything, from online presence, SEO and SEM, to content marketing and social media marketing. It also needs to keep up with trends, and it is no secret these change with the wind.
What are the common digital marketing trends for 2018? We did our research, analyzed market reports and surveys, consulted our own clients, and came up with some interesting results, detailed in the following lines.
5 Digital Marketing Trends That Should Determine the Strategy of Your Virginia Beach Law Firm in 2018
1. Focus on Customer Experience
Your potential clients are not likely to go to just any business. They care about their needs and problems, and they want concrete answers and solutions available in a timely manner. They want information in simple language and accessible form, and they are more likely to interact with graphics and videos than with endless, difficult-to-follow texts.
In 2018, digital marketing success begins with knowing your audience, leaving up to their expectations and exceeding them. Think periodical client surveys and action on feedback, valuable content, 24/7 contact options, and, why not, free preliminary consultations.
2. Long-Term Planning
According to the Adobe eConsultancy survey on 2018 Digital Trends, 62% of companies have long-term cohesive plans to engage and loyalize clients. You should follow their lead and focus not only on winning new clients but also on ensuring the satisfaction of your existing ones and keeping in touch with your previous ones.
Your clients should feel like the center of your world, not only before you convince them to hire your legal services or during the preliminary consultation, but also during your collaboration and after your collaboration has ended.
3. Branding Efforts
According to the same survey cited above, 73% of companies invest in brand-focused design, and those that do are 69% more likely to exceed their business goals than those that do not. Otherwise put, your 2018 marketing efforts should focus on establishing your law firm’s name as a brand in your practice area and raising awareness about it among potential clients.
You need to find a powerful logo, a unique selling proposition, and the best channels and strategies to spread your message. You need to create an image that inspires confidence, professionalism, and success to your potential clients, one your competitors cannot match.
4. Integrative Approach
Since competition is tight, and most businesses have an online presence and a digital marketing strategy, if you want your marketing efforts to pay out, you need to use all the tools, methods, and channels available.
You also need to make sure that the image you create and the message you send through all those channels is cohesive, otherwise, you will confuse potential clients and chase them away. This calls for a complex, long-term, carefully budgeted, and thoroughly-implemented digital marketing strategy.
It also calls for a cross-team approach. If your law firm covers several practice areas and includes several attorneys, it is important for those attorneys to work as a team, support one another, and abide by the same code in the relationship with the client.
According to the Global Outsourcing Survey Deloitte published in 2017, 78% of companies were satisfied with their outsourcing agreements and reported valuable benefits, such as:
- Lower costs (59%)
- Fewer worries and freedom to focus on their core business (57%)
- Solving capacity issues (47%)
- Enhanced quality of services (31%)
- Meeting critical business needs (28%)
For your law firm, in-house digital marketing would mean hiring an entire team of people to create, optimize, promote, and update your website, create, post, and promote content, manage your social media marketing campaigns, and more.
It would be costly and ineffective, it would require supervision and time and effort you can surely put to better use. In 2018, it is best to entrust your marketing strategies to specialists and simply measure the return on investments.
Let Us Help Your Virginia Beach Law Firm Keep up with Digital Marketing Trends in 2018
At Focus DMG, we know the importance of anticipating and keeping up with digital marketing trends, and we do so in all the modern digital marketing strategies we create for our clients. We can do the same for you, and help your law firm stand out among its competitors in Virginia Beach and throughout the state.
Call our offices at 757-425-2779 or use the online form to get in touch with us today and find out more about the services we offer and what digital marketing trends we could implement for you. Let us answer your potential clients’ needs before they even acknowledge them and turn those potential clients into paying ones!