Legal Marketing Trends for Law Firm Success in 2022

Legal Marketing Trends for Law Firm Success in 2022

Lawyers enter into law for the sake of practice, not to focus on administrative or marketing tasks. However, running a law firm is much more than just practicing law – it’s running a business. If law firms are to stay in business, they need to make an effort to keep up with legal marketing trends to attract new clients and keep the firm growing and making a profit.

According to the latest research, 57% of clients are looking for a lawyer themselves, and many of them use the Internet to search for companies. Additionally, 66 percent of solo lawyers do their own marketing, while 46 percent of law firms have a marketing budget.

The global legal services industry market size is expected to grow by more than $900 billion by 2025, so it is poised for innovation and evolution. Law firms need to keep up with legal trends and invest in marketing to be a part of this exponential growth in the industry.

Here are the top legal marketing trends for 2022:


  2. Create a brand

  3. Running an SEO campaign

  4. Embrace content marketing

  5. Discover video marketing

  6. Focus on the right social media platforms

  7. Post comments from customers

  8. View case studies

  9. Create an email marketing campaign

  10. Use automation to track legal marketing trends


No strategy is worthwhile without goals. SMART goals are specific, measurable, achievable, relevant and time-bound goals that ensure that marketing results match their intentions. Setting goals allows marketers to see what works and what doesn’t in strategy improvement and to reconsider it.

For example, the goal of “creating new customers” does not fit into the SMART goals framework. Instead, the goal should be to increase the number of leads generated per month from 15 to 30 newsletter results. This should be achieved in six months.

Each goal should align with some purpose, or what the law firm hopes to achieve. Here are some examples of general marketing objectives:

  • Brand awareness

  • lead the generation

  • Customer acquisition

  • Increase customer value

  1. Create a brand

Brands aren’t limited to retail firms – law firms also need a brand. Branding helps a law firm attract the right kind of clients and grow.

Creating a brand is a long process, but it begins with thinking about the mission and vision of the company, the company’s core values ​​and its unique value proposition (what separates a law firm from its competitors?).

  1. Running an SEO campaign

Search Engine Optimization (SEO) is vital to any marketing plan in 2022. Competition is fiercer than ever, so law firms need to stand out and get ranked on the first page of search engine results to drive traffic to the company’s website.

Law firms should use tactics such as content marketing, powerful keyword research, optimized images, intuitive website structure, and a fast and secure web hosting platform to improve your SEO.

  1. Embrace content marketing

Content marketing is essential to a law firm from both an SEO and general marketing perspective. Valuable content turns a law firm into a thought leader in an industry or practice, and brings clients back when they need a solution to a problem.

It is important for companies to create original and in-depth content that addresses common questions of their target audience. A good place to start businesses is a legal blog that addresses topics such as frequently asked questions from clients.

  1. Discover video marketing

Video marketing is sweeping the marketing world, and it is of great value to law firms. Consumers are more likely to listen to a message in video format than to listen to it in written format because people like to read quickly. Using a video gets the message across and humanizes the law firm’s brand.

Videos come in many shapes and forms, including animated explainer videos that break complex legal rules, spokesperson videos with a partner answering frequently asked questions, and customer testimonials to show how the company helps people. These videos can be used on the company’s website, emails, or social media accounts such as YouTube and Facebook.

  1. Focus on the right social media platforms

A lot of law firms use social media platforms, but not all are created equal. It can be difficult to maintain accounts on every social media platform, so it is best for law firms to choose the platforms with the most potential clients.

Once law firms focus on the ideal social media platforms, they can monitor how clients and other law firms interact and increase engagement with followers. Over time, the presence on social media will increase.

  1. Post comments from customers

Customer reviews go a long way in helping law firms attract new clients and earn a higher search engine ranking. If a law firm doesn’t have a lot of reviews, it’s important to ask clients to leave a review on social media, Google, or the website.

If getting reviews is a challenge, law firms can create incentives for employees to ask for reviews and how they can affect the company. The company can also offer incentives to customers. Keep in mind that video reviews or testimonials can go a long way in increasing a company’s credibility.

  1. View case studies

In-depth case studies demonstrate experience and success for clients. Law firms should have a page with current and comprehensive case studies highlighting the results of successful cases. If it is well organized, clients can find case studies similar to theirs and gain more confidence in choosing a company.

  1. Create an email marketing campaign

Despite social media and other communications, email marketing is a great outbound marketing technique and is still important in 2022. Nearly 60 percent of marketers say email provides the highest return on investment, regardless of industry.

Sending targeted, value-packed emails can help a law firm build credibility, convert new leads, and attract new and repeat clients. Once the email list is created, law firms can segment the list according to the stage of the customer journey, location, practice area, and more to create highly targeted emails.

  1. Use automation to manage legal marketing trends

The legal industry is traditional, but legal practice management software is the way modern businesses move forward. Legal management software, such as PracticePanther, assists law firms with a variety of profitable business processes including streamlining billing and invoicing, managing client communications, and tracking time. With the burden of marketing tasks, having legal practice management software allows law firms to automate many of the day-to-day tasks, freeing up time to focus on marketing efforts. It also provides automation for some marketing efforts, such as custom tags for tracking lead sources or assigning marketing tasks through workflows to ensure you never lose a lead.

Leave a Comment

Your email address will not be published. Required fields are marked *