Don’t look now, but interest in law firm digital marketing just passed interest in business development.
We jumped on Google Trends to get a sense of how law firms are looking at marketing and business development since the pandemic started — and now, as we move into a hybrid work mode. A few things jump out:
- Searches for law firms’ digital marketing took a leg up as the pandemic hit in March of 2020. It was spotty all the way through January 2021, then interest rose a little higher — with a peak in April of 2022. It took a brief breather and is heading back up as we go to press.
- You can see in April 2021 there was a peak of interest in SEO — suggesting SEO is becoming more of a centerpiece of the strategy, it was searched 5 to 7 times more than digital marketing. Interest started to wane last May, and law firm digital marketing and business development picked up.
- Business development searches started to increase in January 2022 and have remained at high levels through May — and was in lockstep with law firm digital marketing for a while. Look for more interest in business development as it becomes tougher to land business and law firms look for changes to business development strategies and tactics.
Searches for all 3 areas increased in 2022. Law firms are bringing more digital marketing into the fold – and upping their game. We see an increased need for all 3 areas — the firms who can integrate the stack will perform best. A digital approach creates new opportunities — and clients expect their partners to be fluent in the business development tactics to get their business.
Best in the market ahead.
The Mad Clientist