Emerging Trends in Lawyer Marketing for 2024

Play Video Above - OK, it’s the beginning of the year and if we look back at 2023, one of the biggest headlines was the introduction of AI and AI driven tools such as ChatGTP, MidJourney, Grammarly, and DALL-E among many others. In looking back, all these tools were (and are) driving a lot of hype, however, few are actually changing how we approach our jobs.

This said, when we look at 2024, AI will continue to play a big role in marketing, and we will see more and more tools incorporating AI to both improve the process and the end product.

With no further ado, here are the top five legal marketing trends for 2024 as we see them.

1. AI-Powered Marketing Tools: As said above, AI will drive the hype curve in 2024, but rather than being a category in and of itself, we will continue to see more tools come out that further leverage AI to improve their products. We see SEO and website content tools such as SEMRush’s SEO Writing Assistant, Jasper, and Clearscope continue to help improve both a law firm’s website performance and potential client’s journey.
   
   
2. Video Content: Video content will continue to be a key component of marketing strategies for leading marketing firms. More people are watching videos on mobile devices, and more videos are appearing in organic search results for certain topics. When done well, videos can be very engaging and have the power to effectively convey messages and this is especially helpful given the complexity of the practice of law.
   
   
3. Streaming and Connected TV: The shift towards streaming and Connected TV (CTV) marketing has been gaining momentum, and it's expected to continue in 2024. More and more consumers are using multiple streaming services and most of these platforms will leverage Freemium Usage Models (pricing models that include both free usage model paid for by advertising and user paid-for models) meaning there is an opportunity for law firms and others to reach a more targeted audience with improved data driven insights to both help identify the strategy and understand the results.
   
   
4. Short-Form, TikTok-style B2C Videos and User-Generated Videos — will grow in popularity in 2024 as more firms try to reach a younger audience, reflecting the dominance of TikTok and user-generated content (UGC) in consumer video consumption. Leading law firms will follow as many Business to Consumer (B2C) brands have become focused on using UGC and short-form videos in their advertising efforts.
   
   
5. Lastly, What’s Old is New. It’s no secret that legal marketing perhaps evolves at a slower pace than other industry marketing efforts. Most law firms across practice areas continue to drive significant case volume through the notion of networking and referrals. In this regard, list management, and referral-based content will continue to remain a top trend for the foreseeable future.