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A recent Forbes article discussed the continual development of technology and digital marketing. Small businesses, including law firms, must strive to keep up with the trends. Ideas and ways to reach your target audience are continually emerging, so you must remain flexible and take advantage of the digital marketing trends.

Below are 5 digital marketing changes the Forbes article recommends:


Although influencers are used largely to promote products, they are increasingly being used in more specific niches. Referrals are a significant source of new business for attorneys, so the idea of using influencers to promote your legal services isn’t too out of the realm of possibility. Studies have shown that your online visitors are significantly influenced by your reviews, which is what an influencer does but usually in video format.

Using an influencer to promote your legal services would be most effective if you could find a local influencer. You would also need to consider whether the influencer’s target audience matches yours.

Chatbot and AI

Using chatbots provides a unique way for your firm to connect with potential clients. Chatbots allow you to be more accessible and responsive to users. Online visitors are looking for quick answers to their questions, which chatbots can provide while also gathering information for you to further pursue the potential client. As AI expands, chatbots will become better and more effective. Law firms should be exploring how AI can improve their services, or they risk being left behind.

SEO Is a Necessity

Search Engine Optimization (SEO) has always been important, but it is predicted to become an even more critical part of your digital marketing. Instead of focusing on SEO in your written content, you should also incorporate it into all types of media, including images, videos, and whatever else you use to reach your online visitors. The use of backlinks and AI SEO is also expected to be critical in 2023.

Marketers may take it a step further and integrate your SEO strategies with your influencer marketing. If your firm uses an influencer, ask them to link back to your firm’s website as much as possible and to embed keyword links to share their authority with your firm.

Your Firm’s Brand Will Get More Niche

Your law firm’s target audience will get narrower in 2023. Your firm will need to define what your brand is, what you do, and who your ideal clients are. The algorithms are expected to get more specific and fine-tuned. As a result, your firm’s keywords will need to be specific and aimed at the clients you want to attract.

The Forbes article also mentioned that community will be crucial to marketing. Specialized online communities will be created to focus on shared interests. Your firm will want to provide value to your niche by creating content that provides answers to questions about your firm’s niche services.

Social Media Ingenuity is Crucial

The key to success on social media is to capture an audience’s attention quickly. Online searchers have limited attention spans, so creativity is going to be essential for digital marketers. Images, videos, and other tools will be used to hook people and keep them watching.

Law firms will need to post not only quality content and implement attention-grabbing techniques, but also form thoughtful strategies on how to get your information out there. For example, attorneys should consider YouTube Shorts, which are 60 seconds or less in length and are comparable to TikToks and Instagram reels.

Finally, your firm should monitor the metrics provided by the various social media platforms to understand how your content is performing. For example, understanding how long people view your videos and what content is the most popular can help you adjust and improve your marketing strategy.

How Can The Rainmaker Institute Help with Digital Marketing?

By creating content that viewers find informative and relevant, easy to digest and in multiple formats (like audio or video as well as written), you are encouraging them to spend more time on your site. The Rainmaker team can use your Google Business Profile to direct potential clients to your website or directly to your business location. By filling each page with informative and easy-to-understand language, you are boosting your visibility online and converting browsers into believers. Additionally, we will help keep your Business Profile updated so your ranking improves.

The Rainmaker Institute’s team of 60 legal marketing experts will ensure that you consistently post professional, consumable content, reducing your time commitment and stress and allowing you to focus on the practice of law.

If you are interested in learning more about legal digital marketing or how The Rainmaker Institute can grow your business, contact us online or call us at (480) 347-9800.