Use the data from 2017 to optimize your digital marketing campaign this year.
It's no secret that 2017 was a watershed year for digital marketing, especially in the legal services industry. On the one hand, it's never been easier for businesses to employ digital marketing techniques. On the other hand, it's also harder than ever for marketers to keep up with industry standards. In fact, according to digital marketing statistics and figures from 2017, 49 percent of organizations do not have a defined digital marketing strategy. That means many marketers may be spending time and resources on digital marketing activities inefficiently, not knowing whether their efforts are working or not.
How to make digital marketing more efficient
The beauty of digital marketing lies in how relatively easy it is to track and measure. So, if you want to make digital marketing more efficient for your law firm, you can look at data from industry trends, statistics, and charts to see the current state of digital marketing in the legal services industry and where it might be headed in the near future.
In this article, we'll look at a handful of the most important digital marketing statistics from 2017, which you can integrate into your firm's campaigns as we head into the new year.
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1. The continued importance of mobile marketing
From once being the new kid on the block, mobile has grown to be the most critical platform to market your law firm. In 2018, the importance of mobile marketing will be even more pronounced.
Unfortunately, the statistics show that many companies aren't quite offering the best mobile experience to their customers. For starters, one report indicates that several companies across multiple industries miss the best-practice time of three seconds or less for mobile page load speeds.
This translates to an opportunity for your law firm to optimize your website, blog and online content for mobile screens, using a mobile-first strategy instead of treating it as a second option. Shoot for a lean site, clean up your code, and make sure your website and blog are fast.
2. Voice search optimization
With the growing prominence of smart home devices with digital assistants like Alexa, Siri, Cortana and Google Assistant, more people are using voice commands to find information on the internet. This is where optimizing for voice search comes in.
Voice search terms are more conversational than the keyword phrases you type into a search engine. Voice search is also more likely to be done on a mobile device and have a local focus.
It's very unlikely that voice search will surpass displays this year, but it's still a good idea to begin optimizing your content for voice searches sooner rather than later.
A few things you should do
Claim your Google My Business listing to take advantage of the fact that most voice searches are local. By claiming your GMB, you increase your firm's chances of being found through voice search.
Optimize for long-tail keywords. Keywords aren't just keywords on voice search. People are more conversational in voice search, which means you need to use longer and more natural phrases in your content.
Publish a FAQs section on your firm's site. Most people use voice search to ask questions, and an optimized FAQs section is the perfect way to take advantage of this.
3. Email marketing for lead generation
Surprise – email marketing for lead generation has not gone the way of the dodo.
Although email is the elder statesman next to younger, more hip disciplines like social media marketing and content marketing, it is still one of the most efficient ways to capture new leads, convert those leads into customers, and turn those customers into repeat customers. What's more, one report found that email engagement rates in the legal services industry are among the highest, with open rates of 22.49 percent.
Bottom line – email lists are still valuable marketing commodities, especially for law firms and attorneys. What you can do is use form optimization tools to improve signup rates and CRM software to send targeted messages based on each subscriber's signup preferences.
4. More visual content marketing
The need to make content marketing more visual comes from the desire for audiences to see more than just the usual article or blog post. In fact, several reports show visual content is more engaging. One study found that articles that inserted an image after every 75 to 100 words got double the shares as articles with fewer images, and a minimum of 30 more shares than articles with more images. Likewise, Facebook updates with images had an amazing 2.3 times more engagement than those without.
The key takeaway here is to not settle for text content. Expand into infographics, video, live video, and even ephemeral stories on Instagram or Facebook.
5. Automated digital marketing campaigns
In 2017, we saw more law firms turn to an automated digital marketing campaign to save both time and money. This trend is consistent with how B2B companies are most inclined to use marketing automation. In 2018, we'll see more marketers across a wide variety of industries realize the potential of automation tools for maximizing ROI and making campaigns more efficient. For now, the cost of such tools is the biggest barrier to advanced marketing, but this should change as marketing automation becomes more affordable.
Takeaways from these digital marketing trends
These digital marketing stats should give you an idea of the current state of the digital marketing industry and where growth will focus in 2018. Although digital marketing is a rapidly evolving scene, the opportunities for improvement are things people have known for years. The good news is that this makes it easier for your firm to gain an edge over your competitors by implementing essential changes like optimizing for mobile or using other kinds of content.