Digital marketing is constantly evolving. Tactics that help firms find success in one year may not in others. As we watch 2022 come to an end, we can take stock of legal marketers’ most common tactics. Here is a summary of the top legal marketing trends from the past year.

Legal Marketing Trends

1. Video Marketing Grew

There was a time when experts called video the future of marketing. Well, the future is here. Video is more popular than ever with no signs of slowing down. Google has reported that YouTube reaches more 18–49-year-olds than all cable networks combined. Social media platforms also report that photo and video posts generate more engagement than other types. Savvy marketing leaders will invest in internal online video skills, or find experts they can partner with to produce compelling videos. In prior years, many organizations treated video as an afterthought – simply a way to repurpose other content. The statistics from 2021 and 2022 show that video is a marketing powerhouse and content creation is essential. 

2. Content Still Reigned

Many marketers report that demand for content has grown in recent years. Great content is the cornerstone of a legal marketing strategy – it’s what connects them to their potential clients. More firms made it a priority to focus on increasing their supply of high-quality, well-researched content over the past couple of years. Though new channels continue to emerge and new platforms become more important, content is still king. This is unlikely to change anytime soon, and for law firms, the need for thought leadership will only grow. 

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3. Data Played a Bigger Role

Data-driven decisions are crucial to your firm’s growth, and marketing decisions are no exception. In past years, the availability of data has increased and almost all digital platforms offer their own analytics. There are also plenty of tools to help marketers obtain both raw data and reports from various sources. If you don’t have the skill set in-house to mine and manage data, try reaching out to an agency that can help. 

4. Social Media Took on More Storytelling

Today’s social media users are getting tired of advertising. Many users have complained that there is too much advertising and promotion on their social channels. Remember, when people are on social media, they are usually there for some form of entertainment. It’s important not to overly promote your firm or your services on social media. Rather, rely on telling a story and sharing your human side. Marketers should embrace this legal marketing trend by creating a solid schedule that allows them to post consistently. Don’t simply post when you think about it or when you have something important to share. Create an intentional social media schedule that includes a mix of promotional, educational, user-generated, and humorous posts. 

5. Live-streaming Attendance Increased

Event industry experts reported a 34% increase in virtual event attendance in 2021 and a more than 250% increase in live-streaming attendance. Though a lot of this can be attributed to Covid, these numbers didn’t decrease in 2022. The fact is that people have come to appreciate viewing an event online, rather than going in person. Many firms honed their live-streaming and video skills during the pandemic, and a lot of organizations stepped up their game in this area. At the same time, TikTok continued to grow in popularity, and other platforms added more video functionality to keep up. These factors made live-streaming a more popular feature over the past several months. If you haven’t done much live-streaming, start by giving some brief updates on an event you’re attending, or some “behind-the-scenes” shots of your office. 

6. Thought Leadership is a Necessity

Thought leadership was not a brief legal marketing trend, and every digital marketing channel has found its own way to capitalize on this. However, one thing that has changed a bit in recent years is the necessity of thought leadership. Marketers have learned that there is much digital fatigue online and many challenges with marketing, and users are looking for content that is more so educational, rather than promotional. Law firms that neglect to create thought leadership content will soon fall behind.

7. Personalization Continued to Drive Success

Increased personalization isn’t a new legal marketing trend by any means, but it is one that remains important. Almost all digital channels are moving toward more personalization and customization. Personalized marketing efforts lead to higher levels of engagement and an increased ability to generate leads. Are you taking advantage of the personalization options provided by your digital platforms? If not, begin looking for new ways to add layers of segmentation and customization. 

 Takeaway: 

This year, marketing saw more of a “return to normal” – but it’s a new normal that marketers will need to adapt to. Creating compelling content, focusing on a video strategy, and including more personalization are all key legal marketing trends that will only increase in the coming year.