Although the concept of branding is nothing new, the way that law firms go about legal branding has evolved dramatically over the last decade or so. This evolution has primarily been fueled by social media and the ease in which attorneys can build a presence for themselves across multiple channels. The question is, what’s the future of legal branding, and how will it continue to change over the next five to 10 years?
A Strong Social Media Following Will Become Even More Important
According to research from Business 2 Community, “71 percent of people say they are more likely to make a purchase from a brand they follow on social media.” This statistic goes to show that nearly three out of every four prospects place a value on following law firms on social media. If you’re able to gain their trust and win their loyalty through this channel, things can bode well for you later on down the line because it should be easier to get prospects over the hump and become actual clients.
Promotion Will Be More of an Ongoing Process
As more and more law firms compete for the attention of a finite demographic, it will become increasingly important to rise above all of the noise and ensure that your law firm stays fresh in the minds of your target audience. To accomplish this, law firms won’t want to think of brand promotion as a one-time thing — and instead, it should be thought of as an ongoing process. Keeping your promotional branding campaign perpetually in motion will be the key to rising above the competition and remaining relevant in your industry.
The Law Firms Who Thrive Will Over-Deliver
Five plus years ago, you could make the point that generic content was sufficient for climbing search engine rankings, building a sizable social media audience and establishing a legitimate legal brand. These days, it’s obvious that run of the mill simply won’t cut it anymore — and any legal brand that wants to gain traction must deliver solid content across their channels. But in the future, it’s likely that over-delivering will become essential where you’ll need to go significantly beyond the status quo to build a strong brand name for your law firm. The bottom line is that the competition will become even more fierce, and you’ll need to work diligently to climb your way to the top and stay there.
Real-Time Analytics Will Play a Bigger Role
Many law firms are already using analytics to some extent to see how well their strategies are working and what the overall response is like. But in the near future, it’s likely that the most dominant brands will take it one step further and utilize real-time analytics to gain insights every single day. This way, law firms can quickly make tweaks when necessary to maximize the impact of their branding campaign and reduce critical mistakes.
History has shown that those who are able to adapt are the ones who are more likely to succeed. By understanding where the future of legal branding is heading and getting on board, you should be able to solidify a strong brand and fortify your relationships with clients.
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