2019 is just around the corner. And as we bring in the New Year, you can anticipate some considerable changes to the digital marketing landscape.
Here are three of the top digital marketing trends your law firm should be aware of.
Visitors have growing expectations when landing on a legal website. One of those is that the law firm will anticipate their needs and provide them with relevant content. Failing to meet these expectations will marginalize your results and cause you to squander more of your leads.
In fact, a lack of content relevancy results in an 83 percent lower response rate, meaning there’s extremely low engagement.
However, “78 percent of US Internet users said personally relevant content from brands increases their purchase intent.”
But here’s the thing. Just being relevant is becoming less and less potent. What lawyers really need is to be hyper-relevant. Techniques like homepage variations, micro-segmented landing pages and fully customized emails based on client personas are just a few examples of tactics that are now being used.
Check out this post from dotCMS to learn more about hyper-personalization and how to make it work for your law firm.
2) Increased Data Security
Did you know that over 6.2 million records are lost or stolen every single day? That equals 72 records per second.
Data security is a massive problem. And with more and more law firms storing data on mobile devices, the cloud and various types of software and apps, it’s only going to get worse. That’s why laws such as the General Data Protection Regulation (GDPR) have been enacted.
As a result, a growing number of law firms (and businesses in general) will be investing more time and money into data security in 2019. And this is now factoring into the overall marketing process. How?
Clients are far more likely to do business with lawyers who take data security seriously and use up-to-date preventative tactics to keep their personal data safe. So for instance, using HTTPS rather than HTTP is huge for keeping visitors on your website, as well as appeasing search engines.
So if data security hasn’t been a top priority in 2018, it’s certainly time to get serious about it in 2019.
3) Optimizing for Voice Search
While catering to the voice search crowd isn’t exactly new, 2019 will likely be the year that’s it officially becomes a necessity. 71 percent of people between 18-29 use mobile personal assistants, and 59 percent of people between 30-43 do it.
On top of that, smart speakers are quickly growing in popularity. In fact, “The number of US smart speaker users will rise at a compound annual growth rate (CAGR) of 47.9 percent between 2016 and 2020, from 16.0 million to 76.5 million.”
This means one thing — it’s vital to optimize your content for voice search, especially if you’re targeting a local audience. For a ton of helpful information on how to do this, check out this guide from Backlinko.
Being a great legal marketer is all about adapting to new trends and staying ahead of the competition. Adjusting your campaign to accommodate these three specific trends should make sure that you’re in good shape as we transition into the New Year.
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