Legal Marketing Trends in 2024

Each year, Wisconsin Lawyer Magazine does a round-up of the latest legal trends. For the second year in a row I shared my thoughts on a legal marketing trend everyone should be paying attention to.

“Whether you routinely celebrate the work anniversaries of connections on LinkedIn, or have recently purchased a Stanley Quencher, social media is influencing your actions and ideas. And it’s doing the same thing to your clients,” said Emily Stever Kelchen of Kelchen Consulting in Tennessee. Kelchen is the chair of the State Bar’s Communications Committee.

“Taking a step back to evaluate what social media platforms you are on and whether they are serving you well is something every lawyer and law firm should do in 2024. Make sure you are hanging out online in the same places as your ideal clients:

Investigate if and where your clients are posting online;

Try to figure out what platforms potential clients are vetting you on; and

Take a peek at what your most successful competitors are doing.

“Compare the effort you are putting into maintaining each social media account to your firm’s intake data and what it reveals about how clients heard about or evaluated you, the analytics built into each platform, and search engine results.

“The social media landscape has changed a lot over the last couple years with the rise of TikTok, the waning popularity of X (formerly Twitter), and new privacy controls that make targeted advertising a bit more challenging. Reevaluating where you are spending your time and money online is a must.”

The whole article is worth a read whether you practice in Wisconsin or elsewhere. Click here to have a look.

The excerpt above is from an article that originally appeared in the February 2024 issue of Wisconsin Lawyer Magazine. 97 Wis. Law. 14-22 (February 2024).