As we move into the new year, you should also be looking ahead to see what’s happening in terms of growing your firm. Whether you are a small law firm looking for big growth or a larger firm trying to deepen your connection to your current clients, here are 21 legal marketing statistics for 2020 that you should know.
1. Facebook isn’t going anywhere
Over one third of the world’s population uses Facebook monthly – almost three billion (with a “b”) people. It’s important for your firm to have a presence there, even if it’s just a business page with contact information.
2. Your brand on Facebook matters
Looking ahead to legal marketing statistics in 2020, analysts predict that Facebook use for marketing is still growing. Just over 87% of marketers, up from 86% in 2018, will use Facebook this year.
3. Video on social media continues to be key
Sprout Social reports that 42% of digital marketing strategists have a plan in place for more Facebook Live videos. Last year, firms that already use video reported a jump in their client base. Video is a legal marketing strategy that is here to stay.
4. Instagram is surging
Way back in 2017, Instagram had a paltry 700 million active users. Just three years later, that number has rocketed up to one billion (again, with a “b”) active monthly users. That’s a lot of eyes on your content.
5. Instagram followers want to hear from your law firm
6. Men and women are equal (on Instagram at least!)
The gender distribution on Instagram is pretty even, at 52% and 48% (women to men, respectively). If time and resources for social media marketing are limited, this helps consolidate all of your legal marketing efforts in one channel.
7. And they all like Stories
Most Instagram users scroll daily through stories. That tool has become so seamlessly integrated with personal content that 1/3 of the most popular stories come from businesses.
9. LinkedIn outperforms Facebook in lead generation
Yes, you read that correctly. LinkedIn is 277% more effective than Facebook in sending new clients your way.
10. Word-of-mouth marketing is the next big thing
The runaway trend in legal marketing statistics in 2020 is the rise of word of mouth (or maybe just a return to it). Web designers report that word-of-mouth marketing (i.e., referrals from current clients) bring in 71% of new business.
15. Give your (potential) clients the information they need
Conventional wisdom used to push bite-sized content for a hectic world, but that just doesn’t work anymore. The top ranking search results had page content that averaged over 2,400 words.
16. Cultivate backlinks
Over 55% of websites don’t have backlinks – other pages that point clients in your direction. The result? Google ignores 91% of these sites, directing less traffic their way in search results. Don’t let that be you.
18. Look to the next (biggest) generation when marketing
Millennials are the second largest generation (after Baby Boomers), and they like all things automated. AI (artificial intelligence) hybrid customer interaction (e.g., one that uses bots) gets the thumbs up from 43% of millennials.
It’s clear from these law firm marketing statistics that growing your client base (or improving your relationship with current clients) is all about using technology to personalize your outreach and make it easier for people to connect with your firm.
Get help with your legal marketing and management
These 21 legal marketing statistics can be a lot to take in. At NIVAN, we can help you make sense of what’s out there and prepare you for what’s next in legal marketing, while also streamlining your key administrative tasks.