Client Development Trends

Marketers can move very quickly, embracing change, and often need to drag lawyers kicking and screaming. There are a number of trends that have evolved over the past few years that continue to have prominence in the industry. Firms that embrace them are moving further ahead of the rest.

1. Content marketing
   This is still a great way to get your name out and the benefits are many. However, if your clients don’t have time to read long case updates, give them a short highlight video instead.
2. Social
   Use social as a client retention tool, highlight what your clients are doing rather than what you are doing, and make sure questions and comments do not go unanswered.
3. A better understanding of SEO
   SEO is only one aspect of your online presence. It is not the be-all and end-all some firms want to believe it is. Have a strategy to use your content to your advantage.
4. Clients are prioritizing social responsibility
   Being socially responsible is significant in your hiring/retention programs and in responding to client requests. Be accountable for what you are doing. It is the right thing to do.
5. Experiential marketing
   Clients want to be entertained, they are less likely now to come to your office to hear you speak when they know that they can receive that virtually. Make events special and make attendees feel special.
6. Embrace data
   Use data to help tell a story not be the story. Data analytics can help segment clients but if used in isolation may miss key indicators of performance
7. Referrals are still a best practice
   Referrals work by remaining top of mind. Have a dedicated strategy to ensure your contacts know what you are working on. That goes for your alumni too.