November 25, 2024 • 26 mins
Law Firm Marketing Basics for 2025
Join our host, Toby Rosen, as we explore the multifaceted world of multimedia marketing to boost your law firm's credibility and reach. Learn why updating your content matters, and how to use calls to action effectively. Discover the power of email marketing that hits the mark through smart segmentation and automation, ensuring your communications are value-driven and relationship-strengthening, and so much more.
Ready to transform your law practice's digital presence and client engagement strategy for 2025?
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Episode Transcript
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Speaker 1 (00:05):
What are the basics I need for marketing my law
practice in 2025?
Welcome to Legal Marketing 101.
I'm Toby Rosen, and today we'regoing through the basics that
you absolutely need to beworking on for your marketing,
and we're going to talk about afew things that are a little bit
more advanced and probably afew things that you've never
even thought about, but thesecould all be really interesting
(00:26):
things for your marketingstrategy in 2025, so let's not
waste time and let's start withthe most important piece of your
digital marketing your website.
In 2025, and really already in2024 and maybe in 2023, a law
firm's website isn't just adigital business card anymore.
It is usually the firstimpression that potential
(00:46):
clients have, if they haven'talready seen you on Google, and
your website needs to befunctional, fast and focused on
user experience, or UX.
This is your entire digitalfoundation.
If this isn't working well,we're going to struggle in other
areas.
First, mobile-first design iscritical.
More than half of all searchesnow come from mobile devices,
(01:07):
and in legal searches, thattrend keeps on growing.
Mobile visitors need quickaccess to key information
without a whole bunch ofscrolling or tiny buttons or
pop-ups, and Google reallyprioritizes mobile-friendly
sites in search rankings.
So this change to mobile-firstis really a non-negotiable if
you want to stay visible onGoogle.
Then there's the speed and UXof your website.
(01:30):
Studies show that even aone-second delay in page load
time can cause a noticeable dropin conversions.
Fast load times, a clean,intuitive layout all of these
things make it easier forvisitors to navigate and
actually get to the content thatthey want, which keeps them on
your site and encourages them tocontact you, and I know I'm
(01:50):
blowing through this informationkind of quickly, but there's a
reason for that.
We've got to cover a lot todayand we've got episodes on a lot
of these individual piecesalready out, and if we don't,
we're probably going to do itsoon.
So if you feel like you'remissing something, go back and
look for the previous episode orfeel free to reach out to me.
(02:11):
Now we're talking about contentas well.
When it comes to the websiteand the content, you know it's
great, but AI-poweredpersonalization is another big
opportunity that is no longerreally on the horizon.
It's here now Because, with AI,our website can make smarter
content recommendations based onour user's behavior.
So this shows them relevantpractice areas or blog posts or
whatever it is, so that the useris getting the best possible
(02:34):
experience.
And, on top of this, regularlyupdating the content on the site
, whether it's the practice areapages, faq stuff, blog posts,
making sure your contact formsare working.
All of this keeps your websitefresh and it shows clients and
you know big bad Google thatyou're staying really current.
And I'd kick myself if I didn'tmention conversion tracking and
(02:55):
conversion optimization, becauseeffective CTAs, or calls to
action, are really essentialwhen it comes to guiding users
into actually converting.
Think of these as the clearsignposts, the left and right
and the how many miles aheadthat are directing them to
contact you.
So we want to make sure we'repositioning our CTA buttons
really strategically on everyservice page, at the top, at the
(03:18):
bottom.
All of this is going tosignificantly increase our
engagement and, ultimately, ourbottom line.
And, lastly, when it comes toour website, credibility is
really key.
We want to have some kind oftestimonials, some information
about the attorney, somebiographies and usually
something a little bit more deepthan a testimonial, a success
story.
(03:38):
This is a really great tacticthat a lot of firms are using
now, and it's a good way to sortof build on what is usually
just a these guys are so great,but actually giving a user some
context.
All of these are reallypowerful trust signals that can
help visitors feel even moreconfident when they're choosing
you.
Next on the list of essentialsfor 2025 is email marketing, and
(03:59):
while this might not seem asflashy or sexy as social media
or doing video, it is still oneof the most powerful tools in
your arsenal when you do itright.
The key here, though, isrelevance and consistency.
It's kind of true with all ofthe things we're talking about
today, but with marketing onemail, we really need to be
consistent and actually dosomething for the user.
(04:21):
So how do we do this well in2025?
First, the things we want tomake sure we're using are
segmentation and automation.
This goes back to thatpersonalization thing on the
website, but we need to startthinking of our email list as a
group of different audiences.
Each of these audiences isgoing to have specific needs.
They're individual people, sowe've got past clients who might
(04:43):
need follow-up services, orprospective clients that are
still considering their optionsand tire kicking a bit, and we
also are probably going to havereferral sources who could send
new business to us, and bysegmenting these groups, we can
start tailoring our marketingand our email marketing
specifically, so that wedirectly match their interests.
And, on top of all of that, wecan use automation to save time
(05:06):
while keeping our firm top ofmind.
So we can do this segmentationwith automation and we can use
things like drip campaignsthat'll allow us to nurture
relationships systematically.
Even if we're talking aboutreferral sources, drip scheduled
campaigns are really effective.
Now let's talk about thecontent that makes this all
happen, and don't worry, we aregoing to come back to some other
(05:27):
content stuff.
But when it comes to emailmarketing, especially in 2025,
it's all about value-drivenmessaging.
Our emails need to educate,inform and sometimes entertain,
without being too salesy.
We do want to hit people withCTAs, but we also want to do
things like sharing insightsfrom recent cases with managing
(05:49):
our confidentiality.
We want to explain emerginglegal trends, answer common
questions all of these thingswhere we can add value for the
particular client.
And, on top of this, we don'twant to forget our
personalization.
A lot of this can be doneautomatically, but these emails
that we send out, we need to useclient data to not only
specifically address the personwith their name, but we can use
(06:11):
information about these users'behaviors to give them content
that feels a lot less like spamand more like something that's
actually helpful to them andspecific to them.
And here's a pro tip Don't gettoo promotional.
Our emails don't have to be theentire conversation.
They can just serve as aconversation starter.
We need the tone to feelrelatable and trustworthy, like
(06:34):
advice from a knowledgeablefriend.
This is a long game andultimately we don't want that
conversation to end in the email.
We want it to end on the phoneor in our office.
All of this is about buildingtrust, staying relevant and then
positioning ourselves as thego-to experts for when this
particular person needs help.
Now let's move on to socialmedia, because I know you're all
(06:55):
thinking about it, and thereality is that TikTok and
Facebook and Instagram, they'renot just for viral dance trends
or memes.
We are fully in the age of lawfirms on TikTok, and that's
because these social mediaplatforms are a powerful tool
for law firms to connect withpeople, and these people are our
potential clients, our referralsources.
(07:16):
All of this is humanizing us,but the trick here is to use
this social media whichever youchoose, to be human, be
authentic and to be strategicabout what you're doing.
And first we want to prioritizeour platform.
That's our first part of thestrategy, because not all social
media platforms are createdequal and it's hard to be
(07:37):
everywhere.
So if we want to start withLinkedIn and Facebook, linkedin
is great because it's a go-tofor professional networking, for
sharing thought leadership andconnecting with potential
referral partners.
And on Facebook, we can engagewith communities that are
already existing on Facebookthrough pages and we can promote
ourselves, running targeted ads, posting about our firm, using
(07:57):
all of these different toolsthat come with Facebook and now
the broader platform, meta, topush to our local community.
But if you're really trying tohumanize things and you're less
focused on the LinkedIn andFacebook type thing, then
Instagram and TikTok can bepretty serious game changers.
These platforms it's all aboutvisual, bite-sized content so we
(08:21):
can share quick legal tips,stay in the life, snapshots from
the office or even a shortvideo that demystifies a complex
process.
We've talked about this withvideo before.
This is a really great way toshow your personality and make
you and your firm a lot moreapproachable.
Now I'm sure you've heard thesaying content is king, and yes,
that's true.
But the strategy, thestrategies, are queen.
(08:42):
Case studies and successstories these are all excellent
for showcasing our expertise andpushing as many of them as we
can is great, but we also needto be careful not to violate
confidentiality.
And then we have things likeFAQs.
This can be another goldmine.
We turn common questions intoposts that highlight our
knowledge.
And on top of all of this,whether created from FAQs or
(09:05):
shared from text client stories,we definitely don't want to be
forgetting about video posts andparticularly carousel posts.
I know these are overlooked alot.
A short video that explains acomplex legal process, or a
carousel post that step-by-stepbreaks down a case study or,
again, a complex legal process,can not only grab attention, but
(09:25):
we're actually beingvalue-driven here.
We are adding something reallyuseful for a potential client
and at the end of the day,that's the most important thing,
because engagement is just asimportant as getting that post
out there.
Social media is not a one-waystreet, so not only do we want
to make sure that we're gettingthat content out there when
people come and comment and likeour posts, we want to make sure
(09:47):
we're taking the time torespond thoughtfully to comments
and messages and maybe evenusing social listening to track
what people are saying about thefirm or the brand or the
practice area or somecompetitors.
All of this is information wecan use to tailor our content
specifically to what our usersare interested in.
Remember, social media isreally about connection, whether
(10:09):
you're sharing expertise,you're celebrating a big win for
a client or engaging with youraudience through whatever you
had for lunch that dayauthenticity, it's true that it
goes a really long way inbuilding trust and staying top
of mind.
Don't forget that.
Now let's move on to local SEO,because we've talked about it a
(10:29):
lot.
It's one of my favorite topicsand the reality is we need to be
doing this.
So when a potential clientsearches for a lawyer in their
area, how can you make sure thatyour firm is the first one that
they're going to see?
This is where local SEO comesin.
It's all about standing out notonly in your community, but on
the Google search results aswell.
So let's quickly talk aboutoptimizing your Google business
(10:52):
profile.
I've talked about this a lot,so we're not going to stay here
too long, but I need to mentionit because this is really the
cornerstone of our local SEOstrategy.
So we need to make sure ourprofile is 100% complete
Accurate contact info, officehours, detailed lists of
services, a description.
(11:15):
All of these things are reallyimportant must-haves, because
not only does Google not likeincomplete profiles, but an
incomplete profile or confusing,conflicting information could
turn away potential clientsbefore they even click.
And I know we've talked about itbefore, but we cannot
underestimate the power ofreviews here.
We need to be encouragingsatisfied clients to leave
feedback, but we want to do itthe right way.
We want to ask politely andmake the process simple I've
(11:37):
talked about this a lot beforeand it really is a simple thing
and when those reviews startcoming in, start responding to
them.
Be professional, whether it's aglowing review or a raving
critique.
A thoughtful response to everyreview shows that you care about
every single client and for aperson who's looking through
your GBP, it boosts trust quitesignificantly.
(11:58):
I'm not going to stay on localSEO too long because I've beaten
that to death quite a few times, but before we jump off of this
and go on to the next segment,let's quickly talk about
reputation management, because,yeah, we want to be responding
to reviews.
We want to pay attention tostuff, particularly on Google,
(12:22):
and industry-specific stuff likesuper lawyers or the US legal
stuff.
All of these directories mattertoo, and when we're responding
to feedback.
We always have to maintain thatlevel of professionalism
because it really is very publicand it reflects directly on
your brand.
Local SEO is about showing upwhere it matters most, right
when someone needs yourexpertise.
So wherever they are, we wantto make sure we're there.
One of the other things you cando pro tip is to keep your
(12:44):
Google business profile reallyfresh by posting regular updates
, sharing new images or justannouncing things like local
events you're involved in.
Whatever it is, this keeps yourprofile active and encourages
more engagement from people whoare looking at it.
Okay, moving on to next segment,it is content marketing.
This is a really important.
We've talked about authorityand building trust, and this is
(13:06):
another really significant waythat we can build trust, and
obviously, when it comes tosocial and all these other areas
, they're important.
It's not just about putting outinformation, though.
This is about creatingresources that are genuinely
helpful to your audience while,at the same time, showcasing our
expertise.
So what should we focus on?
Usually the easiest stuff and Ihate using this term but blog
(13:28):
posts.
I think you should do them asevergreen pages, but blog posts
is an easy way to think about it.
White papers, case studies allof this stuff is foundational.
These answer common clientquestions, address pain points,
and they're really good atgetting people through the
process so that they understandwhat's next.
Guides and checklists areanother winner in this category.
(13:49):
They're downloadable contentthat's practical and easy to use
and they build goodwill andkeep your firm at the top of
mind, and I'll recommend itagain.
But to streamline this process,consider using AI.
You can use ChatGPT or Jasperor CopyAI, because these tools
can help generate really greatinitial drafts or topic ideas,
(14:09):
and this will speed up yourworkflow significantly.
But this isn't a replacementfor your voice.
It is just a starting point.
So we're using AI to outlinethings, to research a little bit
, and then we're actuallytailoring the content painting
it, if you would for yourspecific audience, and the
personalization here matters,especially when we're talking
(14:34):
about different demographics orpractice areas.
Ai isn't always going to begreat at adjusting to who we're
talking to, but once you'vecreated all this content, don't
stop.
Syndication of this content andcontinued creation is really key
here.
So we're sharing the blog postson LinkedIn, we're publishing
thought leadership pieces onMedium or we're writing guest
posts for local or legalindustry blogs and these
(14:54):
platforms.
Sure, social media is great.
We've talked about it.
Posting on Medium is a good wayto push more traffic to your
website.
And then, when we're posting onother people's websites, we're
really expanding our reach totheir audience and we're getting
backlinks and funneling trafficback to our site.
And here's where the socialmedia ties in again.
So we can post directly tosocial media or we can repurpose
(15:17):
our content into smaller postsbite-sized little pieces of
information for Instagram,tiktok, even for LinkedIn or
Facebook.
So, as an example, we have achecklist of all the different
things you need to do before youget divorced.
Now we can turn that into acarousel post.
Instead of having one bigdocument with each checkbox, we
(15:38):
can have an individual page, anindividual post in the carousel
with each checkbox.
Or we could turn this into ashort video for TikTok.
That's essentially an animatedslideshow.
This is a really great way toextend the life of our content
while engaging audiences onpotentially a couple of
different platforms.
But what we really want to focuson, my pro tip for this segment
(15:59):
, is evergreen content, thesetimeless topics that are going
to continue to stay relevant foryears.
They're providing ongoing value, they help build trust and
authority over time, and wedon't have to edit them much
because they're evergreen.
The thing is, content marketingis all about adding value and
showing your firm is the expertthat clients need, and so if we
(16:19):
can build articles that are justgoing to do that job for a long
time, that's really where wewant the focus to be.
So we're moving on to our nextsegment, because if content
marketing is about buildingtrust, then video marketing is
what takes it to the next levelby creating that actual personal
human connection.
And in 2025, video is stillgoing to be one of the most
(16:40):
engaging ways to amplify ourreach and humanize our practice.
So let's start with the types ofvideo we can use.
Short form content this isideal for platforms like TikTok,
instagram Reels, youtube Shortsall of that we're thinking.
30 to 60 seconds quick legaltips, myth busting, even a
behind the scenes look at thefirm.
These bite-sized videos aregreat for grabbing attention and
(17:04):
they're really easy for viewersto share, so that we can get a
little taste of that virality.
But, on the other hand, longerYouTube videos webinars these
are really great for deeperdives into educational content,
and it might feel like nobody'sgoing to watch an hour video on
the specifics of some alimonytopic, but Trust me they will.
In these videos we can explorecomplex topics like family law
(17:26):
stuff, estate planning, personalinjury claims, criminal stuff
all of this in a way thatshowcases your expertise and is
still making that personalconnection.
And one thing to note here isthat production quality does
matter, but it doesn't have tobreak the bank.
Small improvements like goodlighting, a clean, professional
background, even just clearaudio, this makes a huge
(17:49):
difference.
And when it comes to scripting,we want to strike a balance
between being polished and beingauthentic.
You want to sound confident butapproachable, like you're
talking to someone across thetable about a specific topic,
not delivering a universitylecture.
I kind of like to think thatthis is how my podcast sounds,
but you guys can tell me if youagree.
(18:11):
Video testimonials, too, videocase studies, really just
anything.
Video right now.
Not only does it build trust,but the platforms like it.
So if we're featuring realclient stories when we have
permission, all of this is greatto demonstrate the impact that
our firm has.
But YouTube's algorithm orwhichever platform we like it,
they just like that it's video.
(18:31):
So, yes, these stories do makeour services relatable and it
will resonate with prospectiveclients.
But the biggest advantage wemight be getting here is that
the algorithm likes us and look,we don't want to forget to
connect this to our broadercontent strategy.
A blog post doesn't have tojust be a blog post.
It can become a video, it canbecome a carousel post or a
(18:52):
guide.
It could be broken down intoshorter, more engaging clips
that go out on social media.
Repurposing this content,whether it's new or old, helps
us maximize the value that we'regetting out of this content
we've paid for, and it ensuresconsistent messaging across all
the platforms.
Now let's move on to networkingand referrals, because this is
another core element, one of thebasics you need to have in
(19:14):
place for 2025.
Let me start by saying thisNetworking and referrals they
are vital to your firm's success, but I am not an authority on
this topic Experts like myfather, lee Rosen, at the Rosen
Institute.
They have incredible insightsand instructions, essentially on
how to build and maintainprofessional relationships, and
(19:34):
I highly recommend checking outthe Rosen Institute if you want
a deeper dive on that.
That said, networking is tooimportant to not touch on it
here, so let's just go throughthe essentials First.
We need to have a referralnetwork it so let's just go
through the essentials.
First, we need to have areferral network.
It's not just about otherattorneys, too.
We're thinking aboutcomplimentary professions like
CPAs, real estate agents,financial advisors, therapists
(19:57):
anybody who's related to yourclients in terms of business.
These are the people who areoften interacting with people
who are further up your pipelineessentially and maybe could
benefit from your services.
So regular engagement practices, things like personalized thank
you notes, holiday greetings,quick check-in emails all of
these they're great for keepingthose connections strong.
(20:18):
And what we're doing witheverything here, which is making
your firm top of mind.
And today, and really in 2025,digital networking is going to
be another big piece of thepuzzle.
So LinkedIn X what's coming upnow, blue Sky, mastodon all of
these are really valuable toolsfor this type of networking.
So join the relevant groups,participate in the discussions,
(20:41):
share your thought leadershipcontent it's a really simple way
to expand your network withoutleaving your audience or having
to talk to people in person,which is why I'm not an expert
on networking.
But, of course, the traditionalmethods they still work.
So attending local industryevents, whether they're national
or just statewide, things likebar association meetings,
(21:02):
community seminars, the ClioConall of these let us meet new
contacts face-to-face theseevents.
They're also opportunities toreinforce the relationships you
already have with referralpartners, and my pro tip here is
like everything else, we cancreate a simple schedule for it,
whether this is a quarterlyemail, a holiday card or just an
occasional coffee meetup theconsistency we build here.
(21:25):
This helps maintain connectionswithout feeling intrusive into
someone's life, becausenetworking, look, it's not about
making a hard sell.
It's about building thesegenuine relationships that lead
to mutual benefit.
And while Lee talks about a lotof really cool tactics for this
, just a solid, consistenteffort on your part can go a
(21:46):
really long way.
Now we're moving on to anotherone.
That's kind of like networking,but I do like to differentiate
these elements because, when itcomes to your marketing, nothing
connects you to your communitylike actual, genuine local
engagement.
Beyond helping you stand out toother people, it builds trust
and it reinforces yourreputation as a firm that
(22:08):
actually cares about thecommunity that it's in.
So let's start with a couple ofstrategies for this
Sponsorships and partnerships.
As you know the marketing guy,these are the greatest way, or
the easiest way, to get involved.
Think about sponsoring a localsports team or a high school
sports team, even a kid'sbaseball league, or supporting
charity fundraisers,collaborating with a nearby
(22:29):
business for their events.
All of these efforts show thatyour firm is invested in the
success of your community.
It's not just about divorces orgetting people out of DUIs.
Another really impactful optionand I know you're cringing when
I say this is pro bono work orcommunity service, organizing
free legal clinics, volunteeringfor causes that align with your
values.
(22:49):
This benefits your communityand highlights your expertise.
Plus, it's an excellentopportunity for your team to
connect with potential clientson a more personal level.
And speaking of connecting, wewant to consider event
participation, public speakingopportunities.
All of that kind of stuffWhether we're hosting it or
someone else is doing these kindof like know your rights talks
(23:10):
or informal Q&A sessions aboutyour specific practice area
makes your firm a lot moreapproachable in your community
and establishes you as thisthought leader.
So, whether it's a presentationat the local library, a
workshop at a neighborhoodassociation meeting, these
events are all valuable and theybuild visibility and they build
credibility.
But don't let these effortsstop at the end of the event.
(23:31):
Share your local involvementonline so that you can amplify
its impact.
Post the highlights of yoursponsorships, your clinics, your
speaking engagements on socialmedia and on your website and
maybe even write about them.
These stories not only boostyour local SEO and boost your
SEO, but they show perspectivein clients that you're engaged
and you're trustworthy andyou're doing these things in
(23:52):
your community if they haven'tseen you already.
Local engagement is more thanmarketing.
It's a real thing that we allneed to be doing because it's
about building relationships andbecoming a respected pillar in
your community, but it's alsoabout improving your community,
and if your community isimproving, it's ultimately going
to be good for your business.
But as we wrap up today'sdiscussion, it's clear that
(24:14):
marketing in 2025, this is goingto demand a commitment to
staying agile and adaptable andunderstanding the evolving legal
landscape, which is movingfaster than we've ever seen it,
and implementing a lot of thestrategies we discuss here on
the podcast.
So, whether this is optimizingyour website or adding
personalization to emailcampaigns, or just dipping your
(24:35):
toe into video and localengagement, this is just the
beginning, though.
The key takeaway today you don'thave to do everything at once.
Instead, take a look at allthese areas, or whatever it is
you're working on now, andfigure out what resonates most
with your current needs.
Is it time to refresh yourwebsite with a faster mobile
first design, or maybe you'reready to get started with short
(24:58):
form videos on social media anddive way deeper into content
marketing.
Whatever it is, taking smallfocus steps is what leads us to
significant long-term gains.
It's also really important toremember that these strategies
all work together.
Your email campaigns arepromoting your latest blog post
or video.
Your community engagement isfeeding into your social media
(25:19):
content and, by connecting thedots, we're creating a cohesive
marketing ecosystem that isdriving us towards our goals,
and we've covered a lot todayand I hope it's given you a
couple new ideas and someactionable ideas for what you
can do, because marketing isn'tstatic.
It's an ongoing process oflearning, testing, improving,
and I know this isn't themarketing plan for 2025.
(25:42):
We're going to have that episodenext year, but we've got
another paid episode coming upat the beginning of December, so
I urge you to subscribe to thepodcast to make sure you catch
any surprise stuff that mightcome out in the next couple of
months, and this is going to beour last free episode for 2024.
So I look forward to talking toyou more in 2025.
Obviously, we'll have that thatnext episode next week.
(26:03):
But as always, if you havequestions, feel free to reach
out to me at RosenAdvertisingcom.
But for today, that's it forLegal Marketing 101.
Check out RosenAdvertisingcomfor more Thanks.
What are the basics I need for marketing my law
practice in 2025?
Welcome to Legal Marketing 101.
I'm Toby Rosen, and today we'regoing through the basics that
you absolutely need to beworking on for your marketing,
and we're going to talk about afew things that are a little bit
more advanced and probably afew things that you've never
even thought about, but thesecould all be really interesting
(00:26):
things for your marketingstrategy in 2025, so let's not
waste time and let's start withthe most important piece of your
digital marketing your website.
In 2025, and really already in2024 and maybe in 2023, a law
firm's website isn't just adigital business card anymore.
It is usually the firstimpression that potential
(00:46):
clients have, if they haven'talready seen you on Google, and
your website needs to befunctional, fast and focused on
user experience, or UX.
This is your entire digitalfoundation.
If this isn't working well,we're going to struggle in other
areas.
First, mobile-first design iscritical.
More than half of all searchesnow come from mobile devices,
(01:07):
and in legal searches, thattrend keeps on growing.
Mobile visitors need quickaccess to key information
without a whole bunch ofscrolling or tiny buttons or
pop-ups, and Google reallyprioritizes mobile-friendly
sites in search rankings.
So this change to mobile-firstis really a non-negotiable if
you want to stay visible onGoogle.
Then there's the speed and UXof your website.
(01:30):
Studies show that even aone-second delay in page load
time can cause a noticeable dropin conversions.
Fast load times, a clean,intuitive layout all of these
things make it easier forvisitors to navigate and
actually get to the content thatthey want, which keeps them on
your site and encourages them tocontact you, and I know I'm
(01:50):
blowing through this informationkind of quickly, but there's a
reason for that.
We've got to cover a lot todayand we've got episodes on a lot
of these individual piecesalready out, and if we don't,
we're probably going to do itsoon.
So if you feel like you'remissing something, go back and
look for the previous episode orfeel free to reach out to me.
(02:11):
Now we're talking about contentas well.
When it comes to the websiteand the content, you know it's
great, but AI-poweredpersonalization is another big
opportunity that is no longerreally on the horizon.
It's here now Because, with AI,our website can make smarter
content recommendations based onour user's behavior.
So this shows them relevantpractice areas or blog posts or
whatever it is, so that the useris getting the best possible
(02:34):
experience.
And, on top of this, regularlyupdating the content on the site
, whether it's the practice areapages, faq stuff, blog posts,
making sure your contact formsare working.
All of this keeps your websitefresh and it shows clients and
you know big bad Google thatyou're staying really current.
And I'd kick myself if I didn'tmention conversion tracking and
(02:55):
conversion optimization, becauseeffective CTAs, or calls to
action, are really essentialwhen it comes to guiding users
into actually converting.
Think of these as the clearsignposts, the left and right
and the how many miles aheadthat are directing them to
contact you.
So we want to make sure we'repositioning our CTA buttons
really strategically on everyservice page, at the top, at the
(03:18):
bottom.
All of this is going tosignificantly increase our
engagement and, ultimately, ourbottom line.
And, lastly, when it comes toour website, credibility is
really key.
We want to have some kind oftestimonials, some information
about the attorney, somebiographies and usually
something a little bit more deepthan a testimonial, a success
story.
(03:38):
This is a really great tacticthat a lot of firms are using
now, and it's a good way to sortof build on what is usually
just a these guys are so great,but actually giving a user some
context.
All of these are reallypowerful trust signals that can
help visitors feel even moreconfident when they're choosing
you.
Next on the list of essentialsfor 2025 is email marketing, and
(03:59):
while this might not seem asflashy or sexy as social media
or doing video, it is still oneof the most powerful tools in
your arsenal when you do itright.
The key here, though, isrelevance and consistency.
It's kind of true with all ofthe things we're talking about
today, but with marketing onemail, we really need to be
consistent and actually dosomething for the user.
(04:21):
So how do we do this well in2025?
First, the things we want tomake sure we're using are
segmentation and automation.
This goes back to thatpersonalization thing on the
website, but we need to startthinking of our email list as a
group of different audiences.
Each of these audiences isgoing to have specific needs.
They're individual people, sowe've got past clients who might
(04:43):
need follow-up services, orprospective clients that are
still considering their optionsand tire kicking a bit, and we
also are probably going to havereferral sources who could send
new business to us, and bysegmenting these groups, we can
start tailoring our marketingand our email marketing
specifically, so that wedirectly match their interests.
And, on top of all of that, wecan use automation to save time
(05:06):
while keeping our firm top ofmind.
So we can do this segmentationwith automation and we can use
things like drip campaignsthat'll allow us to nurture
relationships systematically.
Even if we're talking aboutreferral sources, drip scheduled
campaigns are really effective.
Now let's talk about thecontent that makes this all
happen, and don't worry, we aregoing to come back to some other
(05:27):
content stuff.
But when it comes to emailmarketing, especially in 2025,
it's all about value-drivenmessaging.
Our emails need to educate,inform and sometimes entertain,
without being too salesy.
We do want to hit people withCTAs, but we also want to do
things like sharing insightsfrom recent cases with managing
(05:49):
our confidentiality.
We want to explain emerginglegal trends, answer common
questions all of these thingswhere we can add value for the
particular client.
And, on top of this, we don'twant to forget our
personalization.
A lot of this can be doneautomatically, but these emails
that we send out, we need to useclient data to not only
specifically address the personwith their name, but we can use
(06:11):
information about these users'behaviors to give them content
that feels a lot less like spamand more like something that's
actually helpful to them andspecific to them.
And here's a pro tip Don't gettoo promotional.
Our emails don't have to be theentire conversation.
They can just serve as aconversation starter.
We need the tone to feelrelatable and trustworthy, like
(06:34):
advice from a knowledgeablefriend.
This is a long game andultimately we don't want that
conversation to end in the email.
We want it to end on the phoneor in our office.
All of this is about buildingtrust, staying relevant and then
positioning ourselves as thego-to experts for when this
particular person needs help.
Now let's move on to socialmedia, because I know you're all
(06:55):
thinking about it, and thereality is that TikTok and
Facebook and Instagram, they'renot just for viral dance trends
or memes.
We are fully in the age of lawfirms on TikTok, and that's
because these social mediaplatforms are a powerful tool
for law firms to connect withpeople, and these people are our
potential clients, our referralsources.
(07:16):
All of this is humanizing us,but the trick here is to use
this social media whichever youchoose, to be human, be
authentic and to be strategicabout what you're doing.
And first we want to prioritizeour platform.
That's our first part of thestrategy, because not all social
media platforms are createdequal and it's hard to be
(07:37):
everywhere.
So if we want to start withLinkedIn and Facebook, linkedin
is great because it's a go-tofor professional networking, for
sharing thought leadership andconnecting with potential
referral partners.
And on Facebook, we can engagewith communities that are
already existing on Facebookthrough pages and we can promote
ourselves, running targeted ads, posting about our firm, using
(07:57):
all of these different toolsthat come with Facebook and now
the broader platform, meta, topush to our local community.
But if you're really trying tohumanize things and you're less
focused on the LinkedIn andFacebook type thing, then
Instagram and TikTok can bepretty serious game changers.
These platforms it's all aboutvisual, bite-sized content so we
(08:21):
can share quick legal tips,stay in the life, snapshots from
the office or even a shortvideo that demystifies a complex
process.
We've talked about this withvideo before.
This is a really great way toshow your personality and make
you and your firm a lot moreapproachable.
Now I'm sure you've heard thesaying content is king, and yes,
that's true.
But the strategy, thestrategies, are queen.
(08:42):
Case studies and successstories these are all excellent
for showcasing our expertise andpushing as many of them as we
can is great, but we also needto be careful not to violate
confidentiality.
And then we have things likeFAQs.
This can be another goldmine.
We turn common questions intoposts that highlight our
knowledge.
And on top of all of this,whether created from FAQs or
(09:05):
shared from text client stories,we definitely don't want to be
forgetting about video posts andparticularly carousel posts.
I know these are overlooked alot.
A short video that explains acomplex legal process, or a
carousel post that step-by-stepbreaks down a case study or,
again, a complex legal process,can not only grab attention, but
(09:25):
we're actually beingvalue-driven here.
We are adding something reallyuseful for a potential client
and at the end of the day,that's the most important thing,
because engagement is just asimportant as getting that post
out there.
Social media is not a one-waystreet, so not only do we want
to make sure that we're gettingthat content out there when
people come and comment and likeour posts, we want to make sure
(09:47):
we're taking the time torespond thoughtfully to comments
and messages and maybe evenusing social listening to track
what people are saying about thefirm or the brand or the
practice area or somecompetitors.
All of this is information wecan use to tailor our content
specifically to what our usersare interested in.
Remember, social media isreally about connection, whether
(10:09):
you're sharing expertise,you're celebrating a big win for
a client or engaging with youraudience through whatever you
had for lunch that dayauthenticity, it's true that it
goes a really long way inbuilding trust and staying top
of mind.
Don't forget that.
Now let's move on to local SEO,because we've talked about it a
(10:29):
lot.
It's one of my favorite topicsand the reality is we need to be
doing this.
So when a potential clientsearches for a lawyer in their
area, how can you make sure thatyour firm is the first one that
they're going to see?
This is where local SEO comesin.
It's all about standing out notonly in your community, but on
the Google search results aswell.
So let's quickly talk aboutoptimizing your Google business
(10:52):
profile.
I've talked about this a lot,so we're not going to stay here
too long, but I need to mentionit because this is really the
cornerstone of our local SEOstrategy.
So we need to make sure ourprofile is 100% complete
Accurate contact info, officehours, detailed lists of
services, a description.
(11:15):
All of these things are reallyimportant must-haves, because
not only does Google not likeincomplete profiles, but an
incomplete profile or confusing,conflicting information could
turn away potential clientsbefore they even click.
And I know we've talked about itbefore, but we cannot
underestimate the power ofreviews here.
We need to be encouragingsatisfied clients to leave
feedback, but we want to do itthe right way.
We want to ask politely andmake the process simple I've
(11:37):
talked about this a lot beforeand it really is a simple thing
and when those reviews startcoming in, start responding to
them.
Be professional, whether it's aglowing review or a raving
critique.
A thoughtful response to everyreview shows that you care about
every single client and for aperson who's looking through
your GBP, it boosts trust quitesignificantly.
(11:58):
I'm not going to stay on localSEO too long because I've beaten
that to death quite a few times, but before we jump off of this
and go on to the next segment,let's quickly talk about
reputation management, because,yeah, we want to be responding
to reviews.
We want to pay attention tostuff, particularly on Google,
(12:22):
and industry-specific stuff likesuper lawyers or the US legal
stuff.
All of these directories mattertoo, and when we're responding
to feedback.
We always have to maintain thatlevel of professionalism
because it really is very publicand it reflects directly on
your brand.
Local SEO is about showing upwhere it matters most, right
when someone needs yourexpertise.
So wherever they are, we wantto make sure we're there.
One of the other things you cando pro tip is to keep your
(12:44):
Google business profile reallyfresh by posting regular updates
, sharing new images or justannouncing things like local
events you're involved in.
Whatever it is, this keeps yourprofile active and encourages
more engagement from people whoare looking at it.
Okay, moving on to next segment,it is content marketing.
This is a really important.
We've talked about authorityand building trust, and this is
(13:06):
another really significant waythat we can build trust, and
obviously, when it comes tosocial and all these other areas
, they're important.
It's not just about putting outinformation, though.
This is about creatingresources that are genuinely
helpful to your audience while,at the same time, showcasing our
expertise.
So what should we focus on?
Usually the easiest stuff and Ihate using this term but blog
(13:28):
posts.
I think you should do them asevergreen pages, but blog posts
is an easy way to think about it.
White papers, case studies allof this stuff is foundational.
These answer common clientquestions, address pain points,
and they're really good atgetting people through the
process so that they understandwhat's next.
Guides and checklists areanother winner in this category.
(13:49):
They're downloadable contentthat's practical and easy to use
and they build goodwill andkeep your firm at the top of
mind, and I'll recommend itagain.
But to streamline this process,consider using AI.
You can use ChatGPT or Jasperor CopyAI, because these tools
can help generate really greatinitial drafts or topic ideas,
(14:09):
and this will speed up yourworkflow significantly.
But this isn't a replacementfor your voice.
It is just a starting point.
So we're using AI to outlinethings, to research a little bit
, and then we're actuallytailoring the content painting
it, if you would for yourspecific audience, and the
personalization here matters,especially when we're talking
(14:34):
about different demographics orpractice areas.
Ai isn't always going to begreat at adjusting to who we're
talking to, but once you'vecreated all this content, don't
stop.
Syndication of this content andcontinued creation is really key
here.
So we're sharing the blog postson LinkedIn, we're publishing
thought leadership pieces onMedium or we're writing guest
posts for local or legalindustry blogs and these
(14:54):
platforms.
Sure, social media is great.
We've talked about it.
Posting on Medium is a good wayto push more traffic to your
website.
And then, when we're posting onother people's websites, we're
really expanding our reach totheir audience and we're getting
backlinks and funneling trafficback to our site.
And here's where the socialmedia ties in again.
So we can post directly tosocial media or we can repurpose
(15:17):
our content into smaller postsbite-sized little pieces of
information for Instagram,tiktok, even for LinkedIn or
Facebook.
So, as an example, we have achecklist of all the different
things you need to do before youget divorced.
Now we can turn that into acarousel post.
Instead of having one bigdocument with each checkbox, we
(15:38):
can have an individual page, anindividual post in the carousel
with each checkbox.
Or we could turn this into ashort video for TikTok.
That's essentially an animatedslideshow.
This is a really great way toextend the life of our content
while engaging audiences onpotentially a couple of
different platforms.
But what we really want to focuson, my pro tip for this segment
(15:59):
, is evergreen content, thesetimeless topics that are going
to continue to stay relevant foryears.
They're providing ongoing value, they help build trust and
authority over time, and wedon't have to edit them much
because they're evergreen.
The thing is, content marketingis all about adding value and
showing your firm is the expertthat clients need, and so if we
(16:19):
can build articles that are justgoing to do that job for a long
time, that's really where wewant the focus to be.
So we're moving on to our nextsegment, because if content
marketing is about buildingtrust, then video marketing is
what takes it to the next levelby creating that actual personal
human connection.
And in 2025, video is stillgoing to be one of the most
(16:40):
engaging ways to amplify ourreach and humanize our practice.
So let's start with the types ofvideo we can use.
Short form content this isideal for platforms like TikTok,
instagram Reels, youtube Shortsall of that we're thinking.
30 to 60 seconds quick legaltips, myth busting, even a
behind the scenes look at thefirm.
These bite-sized videos aregreat for grabbing attention and
(17:04):
they're really easy for viewersto share, so that we can get a
little taste of that virality.
But, on the other hand, longerYouTube videos webinars these
are really great for deeperdives into educational content,
and it might feel like nobody'sgoing to watch an hour video on
the specifics of some alimonytopic, but Trust me they will.
In these videos we can explorecomplex topics like family law
(17:26):
stuff, estate planning, personalinjury claims, criminal stuff
all of this in a way thatshowcases your expertise and is
still making that personalconnection.
And one thing to note here isthat production quality does
matter, but it doesn't have tobreak the bank.
Small improvements like goodlighting, a clean, professional
background, even just clearaudio, this makes a huge
(17:49):
difference.
And when it comes to scripting,we want to strike a balance
between being polished and beingauthentic.
You want to sound confident butapproachable, like you're
talking to someone across thetable about a specific topic,
not delivering a universitylecture.
I kind of like to think thatthis is how my podcast sounds,
but you guys can tell me if youagree.
(18:11):
Video testimonials, too, videocase studies, really just
anything.
Video right now.
Not only does it build trust,but the platforms like it.
So if we're featuring realclient stories when we have
permission, all of this is greatto demonstrate the impact that
our firm has.
But YouTube's algorithm orwhichever platform we like it,
they just like that it's video.
(18:31):
So, yes, these stories do makeour services relatable and it
will resonate with prospectiveclients.
But the biggest advantage wemight be getting here is that
the algorithm likes us and look,we don't want to forget to
connect this to our broadercontent strategy.
A blog post doesn't have tojust be a blog post.
It can become a video, it canbecome a carousel post or a
(18:52):
guide.
It could be broken down intoshorter, more engaging clips
that go out on social media.
Repurposing this content,whether it's new or old, helps
us maximize the value that we'regetting out of this content
we've paid for, and it ensuresconsistent messaging across all
the platforms.
Now let's move on to networkingand referrals, because this is
another core element, one of thebasics you need to have in
(19:14):
place for 2025.
Let me start by saying thisNetworking and referrals they
are vital to your firm's success, but I am not an authority on
this topic Experts like myfather, lee Rosen, at the Rosen
Institute.
They have incredible insightsand instructions, essentially on
how to build and maintainprofessional relationships, and
(19:34):
I highly recommend checking outthe Rosen Institute if you want
a deeper dive on that.
That said, networking is tooimportant to not touch on it
here, so let's just go throughthe essentials First.
We need to have a referralnetwork it so let's just go
through the essentials.
First, we need to have areferral network.
It's not just about otherattorneys, too.
We're thinking aboutcomplimentary professions like
CPAs, real estate agents,financial advisors, therapists
(19:57):
anybody who's related to yourclients in terms of business.
These are the people who areoften interacting with people
who are further up your pipelineessentially and maybe could
benefit from your services.
So regular engagement practices, things like personalized thank
you notes, holiday greetings,quick check-in emails all of
these they're great for keepingthose connections strong.
(20:18):
And what we're doing witheverything here, which is making
your firm top of mind.
And today, and really in 2025,digital networking is going to
be another big piece of thepuzzle.
So LinkedIn X what's coming upnow, blue Sky, mastodon all of
these are really valuable toolsfor this type of networking.
So join the relevant groups,participate in the discussions,
(20:41):
share your thought leadershipcontent it's a really simple way
to expand your network withoutleaving your audience or having
to talk to people in person,which is why I'm not an expert
on networking.
But, of course, the traditionalmethods they still work.
So attending local industryevents, whether they're national
or just statewide, things likebar association meetings,
(21:02):
community seminars, the ClioConall of these let us meet new
contacts face-to-face theseevents.
They're also opportunities toreinforce the relationships you
already have with referralpartners, and my pro tip here is
like everything else, we cancreate a simple schedule for it,
whether this is a quarterlyemail, a holiday card or just an
occasional coffee meetup theconsistency we build here.
(21:25):
This helps maintain connectionswithout feeling intrusive into
someone's life, becausenetworking, look, it's not about
making a hard sell.
It's about building thesegenuine relationships that lead
to mutual benefit.
And while Lee talks about a lotof really cool tactics for this
, just a solid, consistenteffort on your part can go a
(21:46):
really long way.
Now we're moving on to anotherone.
That's kind of like networking,but I do like to differentiate
these elements because, when itcomes to your marketing, nothing
connects you to your communitylike actual, genuine local
engagement.
Beyond helping you stand out toother people, it builds trust
and it reinforces yourreputation as a firm that
(22:08):
actually cares about thecommunity that it's in.
So let's start with a couple ofstrategies for this
Sponsorships and partnerships.
As you know the marketing guy,these are the greatest way, or
the easiest way, to get involved.
Think about sponsoring a localsports team or a high school
sports team, even a kid'sbaseball league, or supporting
charity fundraisers,collaborating with a nearby
(22:29):
business for their events.
All of these efforts show thatyour firm is invested in the
success of your community.
It's not just about divorces orgetting people out of DUIs.
Another really impactful optionand I know you're cringing when
I say this is pro bono work orcommunity service, organizing
free legal clinics, volunteeringfor causes that align with your
values.
(22:49):
This benefits your communityand highlights your expertise.
Plus, it's an excellentopportunity for your team to
connect with potential clientson a more personal level.
And speaking of connecting, wewant to consider event
participation, public speakingopportunities.
All of that kind of stuffWhether we're hosting it or
someone else is doing these kindof like know your rights talks
(23:10):
or informal Q&A sessions aboutyour specific practice area
makes your firm a lot moreapproachable in your community
and establishes you as thisthought leader.
So, whether it's a presentationat the local library, a
workshop at a neighborhoodassociation meeting, these
events are all valuable and theybuild visibility and they build
credibility.
But don't let these effortsstop at the end of the event.
(23:31):
Share your local involvementonline so that you can amplify
its impact.
Post the highlights of yoursponsorships, your clinics, your
speaking engagements on socialmedia and on your website and
maybe even write about them.
These stories not only boostyour local SEO and boost your
SEO, but they show perspectivein clients that you're engaged
and you're trustworthy andyou're doing these things in
(23:52):
your community if they haven'tseen you already.
Local engagement is more thanmarketing.
It's a real thing that we allneed to be doing because it's
about building relationships andbecoming a respected pillar in
your community, but it's alsoabout improving your community,
and if your community isimproving, it's ultimately going
to be good for your business.
But as we wrap up today'sdiscussion, it's clear that
(24:14):
marketing in 2025, this is goingto demand a commitment to
staying agile and adaptable andunderstanding the evolving legal
landscape, which is movingfaster than we've ever seen it,
and implementing a lot of thestrategies we discuss here on
the podcast.
So, whether this is optimizingyour website or adding
personalization to emailcampaigns, or just dipping your
(24:35):
toe into video and localengagement, this is just the
beginning, though.
The key takeaway today you don'thave to do everything at once.
Instead, take a look at allthese areas, or whatever it is
you're working on now, andfigure out what resonates most
with your current needs.
Is it time to refresh yourwebsite with a faster mobile
first design, or maybe you'reready to get started with short
(24:58):
form videos on social media anddive way deeper into content
marketing.
Whatever it is, taking smallfocus steps is what leads us to
significant long-term gains.
It's also really important toremember that these strategies
all work together.
Your email campaigns arepromoting your latest blog post
or video.
Your community engagement isfeeding into your social media
(25:19):
content and, by connecting thedots, we're creating a cohesive
marketing ecosystem that isdriving us towards our goals,
and we've covered a lot todayand I hope it's given you a
couple new ideas and someactionable ideas for what you
can do, because marketing isn'tstatic.
It's an ongoing process oflearning, testing, improving,
and I know this isn't themarketing plan for 2025.
(25:42):
We're going to have that episodenext year, but we've got
another paid episode coming upat the beginning of December, so
I urge you to subscribe to thepodcast to make sure you catch
any surprise stuff that mightcome out in the next couple of
months, and this is going to beour last free episode for 2024.
So I look forward to talking toyou more in 2025.
Obviously, we'll have that thatnext episode next week.
(26:03):
But as always, if you havequestions, feel free to reach
out to me at RosenAdvertisingcom.
But for today, that's it forLegal Marketing 101.
Check out RosenAdvertisingcomfor more Thanks.
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