The digital marketing explosion that’s taken place over the last decade has created immense opportunities for law firms. Now you can connect with a large portion of your demographic with ease and with little investment. But considering the rate at which this medium evolves, it begs the question:
Which digital marketing techniques deserve the most attention this year?
A study from Smart Insights asked its readers to “Select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017.”
They received 2,352 responses from marketers around the world, and here’s what they found:
The Top Rated Digital Marketing Techniques of 2017
- Content marketing – 20.3 percent
- Big data – 20.2 percent
- Marketing automation – 10.3 percent
- Mobile marketing – 9.2 percent
- Social media marketing – 8.8 percent
- Conversion rate optimization (CRO) – 5.9 percent
- Internet of Things (IoT) – 5.4 percent
- SEO – 4.1 percent
- Wearables – 3.4 percent
- Paid search marketing – 3.3 percent
It’s important to note that “these trends aren’t necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important.”
What Does This Tell Us?
The first thing that pops out is that content marketing shows absolutely no sign of slowing down. This marketing tactic really started catching on in 2013 and has been picking up momentum ever since. It’s cost-effective, allows you to reach a massive audience and is perfect for nurturing leads. Not to mention, a solid content marketing campaign can do wonders for boosting your brand equity.
Next, this shows us the soaring popularity of big data such as predictive analytics. Implementing key metrics is crucial to a well-run legal marketing campaign and for identifying emerging patterns. If your law firm has yet to utilize analytics, 2017 is the perfect time to get on board.
It’s a little surprising that mobile marketing didn’t receive more attention. Most legal marketers know that 2016 was “the tipping point” where more people were using mobile devices than desktops. Over the past couple of years, Google has launched multiple mobile-related updates including the most recent, which targets interstitials (intrusive pop-up ads) that disrupt the mobile experience. However, not all marketers have fully embraced mobile, so this number is likely to increase in upcoming years.
Perhaps the biggest surprise is how little attention SEO is receiving in 2017. With only 4.1 percent of marketers listing it as their top rated digital marketing technique, it’s clear that it’s not quite the priority that it has been in years past. But with “93 percent of online experiences beginning with a search engine, and search being the #1 driver of traffic to content sites,” it’s safe to say that SEO shouldn’t be overlooked.
Although this list of the top rated digital marketing techniques shouldn’t necessarily dictate the direction of your campaign, it’s definitely interesting to know where other marketers are placing their focus. If you’ve never experimented with some of these techniques, they’re at least worth some consideration and could have a positive influence on your legal marketing in 2017.