7 Trends in 2016 Marketing

It's the time of year when, like Janus, the two-faced Roman god of doorways and for whom January is named, you look to the past and plan for your marketing future. Listing the successes and failures of 2015 can help you make effective goals for 2016.

First, recognize the purpose of all marketing is to keep your name top of mind of the consumer when the time comes to select a lawyer. Second, create a marketing plan around activities you enjoy. If you like to write, up the number of blog posts; if, however, you enjoy face-to-face activities, volunteer with organizations that complement your practice.

When looking at your marketing plan, it is helpful to know what the legal marketing experts think will be the new trends. The marketing experts have written and stated what they foresee for 2016.

Websites: Consumers want information so your website must contain rich and changing content to keep readers. Readers will read it on their smartphone, tablet, or laptop, meaning your website should be mobile friendly.
Blogs: More blog content = more business. Update your blog frequently to keep consumers coming back.
Social media is a necessity in 2016. The more you use it, the more attention it draws and the more likely you will be found on the search engines.
SEO (search engine optimization) shouldn't be your main focus when writing content. The experts believe that writing to appease the search engines can backfire when they change their algorithms, which they do often.
Brand: Create or use your brand to differentiate from others. Clients stay with firms with a brand that resonates with them which includes the service they receive and the people who provide that service.

Video is predicted to be important in 2016. You can use video as a welcome page to your website introducing the attorneys and staff members or as an interview to answer questions on topics relating to your practice. If you decide to "go Hollywood," use a professional to help you with the production. Using your selfie and phone is not a good idea.

Consumers will continue to turn to legal directories such as AVVO, Yelp, FindLaw, Zeekbeek, and the SBM Member Directory to find their next attorney. Part of your plans for 2016 should be a review of those sites to be sure your information is current and complete. Your SBM Directory should be your first stop. You can quickly and easily update your profile, post a blog, and upload a video making your site ready for the consumers of 2016.

Roberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.