Legal Marketing in the New Media Landscape

In the new media world, almost all forms of advertising are undergoing transformative shifts. Reaching consumers in a targeted, intelligent manner has become easier than ever to achieve, but figuring out which of the wide variety of available marketing strategies can have the most significant effects has become increasingly difficult. The relationship that consumers have with the various forms of available media, their expectations for marketing presence in these areas, and many other factors can make marketing in the new media landscape more complicated than ever before, even as the possibilities of achievable results continue to improve.

These new marketing possibilities and challenges affect few markets in as unique and critical a manner as the market for legal services. With law schools continuing to produce a surplus of new attorneys every year and the growth of select automated legal services, the legal field is likely to continue to see increasing competition for services for the foreseeable future. In this setting, finding a way to effectively reach potential clients is arguably the most critical goal for any law firm short of getting the best results for its clients.

One of the most basic, and most essential, elements of any legal practice’s marketing efforts has to be online presence. By focusing on a diverse number of different marketing strategies, from incorporating social media, such as Facebook and Twitter, to making search results work for your firm, it is important to increase your firm’s exposure by every available means in order to begin the process of attracting and retaining clients.

Additionally, figuring out which groups and markets to target is key for legal marketing in the new media landscape. For an attorney in an enormous urban market, the challenges and opportunities for reaching new clients are dramatically different from those encountered by a legal professional working in a small rural setting. While the new forms of media can both be used effectively for attorneys in both these and many other situations, the exact nature of strategic efforts in using those media can vary dramatically.

Finally, it is important to remember the considerable capacity that new media has for not only reaching new clients but sustaining current clients. Social media, mobile apps, and many of the other elements of the new media landscape can, in many ways, work better at fostering long-term contacts between attorneys and clients than simply reaching new clients.