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What are the basics I need for marketing my law practice in 2025? Welcome to Legal Marketing 101. I'm Toby Rosen, and today we're going through the basics that you absolutely need to be working on for your marketing, and we're going to talk about a few things that are a little bit more advanced and probably a few things that you've never even thought about, but these could all be really interesting things for your marketing strategy in 2025, so let's not waste time and let's start with the most important piece of your digital marketing your website. In 2025, and really already in 2024 and maybe in 2023, a law firm's website isn't just a digital business card anymore. It is usually the first impression that potential clients have, if they haven't already seen you on Google, and your website needs to be functional, fast and focused on user experience, or UX. This is your entire digital foundation. If this isn't working well, we're going to struggle in other areas.

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First, mobile-first design is critical. More than half of all searches now come from mobile devices, and in legal searches, that trend keeps on growing. Mobile visitors need quick access to key information without a whole bunch of scrolling or tiny buttons or pop-ups, and Google really prioritizes mobile-friendly sites in search rankings. So this change to mobile-first is really a non-negotiable if you want to stay visible on Google. Then there's the speed and UX of your website. Studies show that even a one-second delay in page load time can cause a noticeable drop in conversions. Fast load times, a clean, intuitive layout all of these things make it easier for visitors to navigate and actually get to the content that they want, which keeps them on your site and encourages them to contact you, and I know I'm blowing through this information kind of quickly, but there's a reason for that. We've got to cover a lot today and we've got episodes on a lot of these individual pieces already out, and if we don't, we're probably going to do it soon. So if you feel like you're missing something, go back and look for the previous episode or feel free to reach out to me.

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Now we're talking about content as well. When it comes to the website and the content, you know it's great, but AI-powered personalization is another big opportunity that is no longer really on the horizon. It's here now Because, with AI, our website can make smarter content recommendations based on our user's behavior. So this shows them relevant practice areas or blog posts or whatever it is, so that the user is getting the best possible experience. And, on top of this, regularly updating the content on the site, whether it's the practice area pages, faq stuff, blog posts, making sure your contact forms are working. All of this keeps your website fresh and it shows clients and you know big bad Google that you're staying really current.

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And I'd kick myself if I didn't mention conversion tracking and conversion optimization, because effective CTAs, or calls to action, are really essential when it comes to guiding users into actually converting. Think of these as the clear signposts, the left and right and the how many miles ahead that are directing them to contact you. So we want to make sure we're positioning our CTA buttons really strategically on every service page, at the top, at the bottom. All of this is going to significantly increase our engagement and, ultimately, our bottom line. And, lastly, when it comes to our website, credibility is really key. We want to have some kind of testimonials, some information about the attorney, some biographies and usually something a little bit more deep than a testimonial, a success story. This is a really great tactic that a lot of firms are using now, and it's a good way to sort of build on what is usually just a these guys are so great, but actually giving a user some context. All of these are really powerful trust signals that can help visitors feel even more confident when they're choosing you.

Speaker 1: 3:54

Next on the list of essentials for 2025 is email marketing, and while this might not seem as flashy or sexy as social media or doing video, it is still one of the most powerful tools in your arsenal when you do it right. The key here, though, is relevance and consistency. It's kind of true with all of the things we're talking about today, but with marketing on email, we really need to be consistent and actually do something for the user. So how do we do this well in 2025? First, the things we want to make sure we're using are segmentation and automation. This goes back to that personalization thing on the website, but we need to start thinking of our email list as a group of different audiences. Each of these audiences is going to have specific needs. They're individual people, so we've got past clients who might need follow-up services, or prospective clients that are still considering their options and tire kicking a bit, and we also are probably going to have referral sources who could send new business to us, and by segmenting these groups, we can start tailoring our marketing and our email marketing specifically, so that we directly match their interests. And, on top of all of that, we can use automation to save time while keeping our firm top of mind. So we can do this segmentation with automation and we can use things like drip campaigns that'll allow us to nurture relationships systematically. Even if we're talking about referral sources, drip scheduled campaigns are really effective. Now let's talk about the content that makes this all happen, and don't worry, we are going to come back to some other content stuff.

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But when it comes to email marketing, especially in 2025, it's all about value-driven messaging. Our emails need to educate, inform and sometimes entertain, without being too salesy. We do want to hit people with CTAs, but we also want to do things like sharing insights from recent cases with managing our confidentiality. We want to explain emerging legal trends, answer common questions all of these things where we can add value for the particular client. And, on top of this, we don't want to forget our personalization. A lot of this can be done automatically, but these emails that we send out, we need to use client data to not only specifically address the person with their name, but we can use information about these users' behaviors to give them content that feels a lot less like spam and more like something that's actually helpful to them and specific to them. And here's a pro tip Don't get too promotional. Our emails don't have to be the entire conversation. They can just serve as a conversation starter. We need the tone to feel relatable and trustworthy, like advice from a knowledgeable friend. This is a long game and ultimately we don't want that conversation to end in the email. We want it to end on the phone or in our office. All of this is about building trust, staying relevant and then positioning ourselves as the go-to experts for when this particular person needs help.

Speaker 1: 6:53

Now let's move on to social media, because I know you're all thinking about it, and the reality is that TikTok and Facebook and Instagram, they're not just for viral dance trends or memes. We are fully in the age of law firms on TikTok, and that's because these social media platforms are a powerful tool for law firms to connect with people, and these people are our potential clients, our referral sources. All of this is humanizing us, but the trick here is to use this social media whichever you choose, to be human, be authentic and to be strategic about what you're doing. And first we want to prioritize our platform. That's our first part of the strategy, because not all social media platforms are created equal and it's hard to be everywhere. So if we want to start with LinkedIn and Facebook, linkedin is great because it's a go-to for professional networking, for sharing thought leadership and connecting with potential referral partners. And on Facebook, we can engage with communities that are already existing on Facebook through pages and we can promote ourselves, running targeted ads, posting about our firm, using all of these different tools that come with Facebook and now the broader platform, meta, to push to our local community. But if you're really trying to humanize things and you're less focused on the LinkedIn and Facebook type thing, then Instagram and TikTok can be pretty serious game changers.

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These platforms it's all about visual, bite-sized content so we can share quick legal tips, stay in the life, snapshots from the office or even a short video that demystifies a complex process. We've talked about this with video before. This is a really great way to show your personality and make you and your firm a lot more approachable. Now I'm sure you've heard the saying content is king, and yes, that's true. But the strategy, the strategies, are queen. Case studies and success stories these are all excellent for showcasing our expertise and pushing as many of them as we can is great, but we also need to be careful not to violate confidentiality. And then we have things like FAQs. This can be another goldmine. We turn common questions into posts that highlight our knowledge.

Speaker 1: 9:01

And on top of all of this, whether created from FAQs or shared from text client stories, we definitely don't want to be forgetting about video posts and particularly carousel posts. I know these are overlooked a lot. A short video that explains a complex legal process, or a carousel post that step-by-step breaks down a case study or, again, a complex legal process, can not only grab attention, but we're actually being value-driven here. We are adding something really useful for a potential client and at the end of the day, that's the most important thing, because engagement is just as important as getting that post out there. Social media is not a one-way street, so not only do we want to make sure that we're getting that content out there when people come and comment and like our posts, we want to make sure we're taking the time to respond thoughtfully to comments and messages and maybe even using social listening to track what people are saying about the firm or the brand or the practice area or some competitors. All of this is information we can use to tailor our content specifically to what our users are interested in. Remember, social media is really about connection, whether you're sharing expertise, you're celebrating a big win for a client or engaging with your audience through whatever you had for lunch that day authenticity, it's true that it goes a really long way in building trust and staying top of mind. Don't forget that.

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Now let's move on to local SEO, because we've talked about it a lot. It's one of my favorite topics and the reality is we need to be doing this. So when a potential client searches for a lawyer in their area, how can you make sure that your firm is the first one that they're going to see? This is where local SEO comes in. It's all about standing out not only in your community, but on the Google search results as well. So let's quickly talk about optimizing your Google business profile. I've talked about this a lot, so we're not going to stay here too long, but I need to mention it because this is really the cornerstone of our local SEO strategy. So we need to make sure our profile is 100% complete Accurate contact info, office hours, detailed lists of services, a description. All of these things are really important must-haves, because not only does Google not like incomplete profiles, but an incomplete profile or confusing, conflicting information could turn away potential clients before they even click.

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And I know we've talked about it before, but we cannot underestimate the power of reviews here. We need to be encouraging satisfied clients to leave feedback, but we want to do it the right way. We want to ask politely and make the process simple I've talked about this a lot before and it really is a simple thing and when those reviews start coming in, start responding to them. Be professional, whether it's a glowing review or a raving critique. A thoughtful response to every review shows that you care about every single client and for a person who's looking through your GBP, it boosts trust quite significantly.

Speaker 1: 11:58

I'm not going to stay on local SEO too long because I've beaten that to death quite a few times, but before we jump off of this and go on to the next segment, let's quickly talk about reputation management, because, yeah, we want to be responding to reviews. We want to pay attention to stuff, particularly on Google, and industry-specific stuff like super lawyers or the US legal stuff. All of these directories matter too, and when we're responding to feedback. We always have to maintain that level of professionalism because it really is very public and it reflects directly on your brand. Local SEO is about showing up where it matters most, right when someone needs your expertise. So wherever they are, we want to make sure we're there. One of the other things you can do pro tip is to keep your Google business profile really fresh by posting regular updates, sharing new images or just announcing things like local events you're involved in. Whatever it is, this keeps your profile active and encourages more engagement from people who are looking at it.

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Okay, moving on to next segment, it is content marketing. This is a really important. We've talked about authority and building trust, and this is another really significant way that we can build trust, and obviously, when it comes to social and all these other areas, they're important. It's not just about putting out information, though. This is about creating resources that are genuinely helpful to your audience while, at the same time, showcasing our expertise. So what should we focus on? Usually the easiest stuff and I hate using this term but blog posts. I think you should do them as evergreen pages, but blog posts is an easy way to think about it. White papers, case studies all of this stuff is foundational. These answer common client questions, address pain points, and they're really good at getting people through the process so that they understand what's next. Guides and checklists are another winner in this category. They're downloadable content that's practical and easy to use and they build goodwill and keep your firm at the top of mind, and I'll recommend it again.

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But to streamline this process, consider using AI. You can use ChatGPT or Jasper or CopyAI, because these tools can help generate really great initial drafts or topic ideas, and this will speed up your workflow significantly. But this isn't a replacement for your voice. It is just a starting point. So we're using AI to outline things, to research a little bit, and then we're actually tailoring the content painting it, if you would for your specific audience, and the personalization here matters, especially when we're talking about different demographics or practice areas. Ai isn't always going to be great at adjusting to who we're talking to, but once you've created all this content, don't stop.

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Syndication of this content and continued creation is really key here. So we're sharing the blog posts on LinkedIn, we're publishing thought leadership pieces on Medium or we're writing guest posts for local or legal industry blogs and these platforms. Sure, social media is great. We've talked about it. Posting on Medium is a good way to push more traffic to your website. And then, when we're posting on other people's websites, we're really expanding our reach to their audience and we're getting backlinks and funneling traffic back to our site.

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And here's where the social media ties in again. So we can post directly to social media or we can repurpose our content into smaller posts bite-sized little pieces of information for Instagram, tiktok, even for LinkedIn or Facebook. So, as an example, we have a checklist of all the different things you need to do before you get divorced. Now we can turn that into a carousel post. Instead of having one big document with each checkbox, we can have an individual page, an individual post in the carousel with each checkbox. Or we could turn this into a short video for TikTok. That's essentially an animated slideshow. This is a really great way to extend the life of our content while engaging audiences on potentially a couple of different platforms.

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But what we really want to focus on, my pro tip for this segment, is evergreen content, these timeless topics that are going to continue to stay relevant for years. They're providing ongoing value, they help build trust and authority over time, and we don't have to edit them much because they're evergreen. The thing is, content marketing is all about adding value and showing your firm is the expert that clients need, and so if we can build articles that are just going to do that job for a long time, that's really where we want the focus to be. So we're moving on to our next segment, because if content marketing is about building trust, then video marketing is what takes it to the next level by creating that actual personal human connection. And in 2025, video is still going to be one of the most engaging ways to amplify our reach and humanize our practice.

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So let's start with the types of video we can use. Short form content this is ideal for platforms like TikTok, instagram Reels, youtube Shorts all of that we're thinking. 30 to 60 seconds quick legal tips, myth busting, even a behind the scenes look at the firm. These bite-sized videos are great for grabbing attention and they're really easy for viewers to share, so that we can get a little taste of that virality. But, on the other hand, longer YouTube videos webinars these are really great for deeper dives into educational content, and it might feel like nobody's going to watch an hour video on the specifics of some alimony topic, but Trust me they will. In these videos we can explore complex topics like family law stuff, estate planning, personal injury claims, criminal stuff all of this in a way that showcases your expertise and is still making that personal connection.

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And one thing to note here is that production quality does matter, but it doesn't have to break the bank. Small improvements like good lighting, a clean, professional background, even just clear audio, this makes a huge difference. And when it comes to scripting, we want to strike a balance between being polished and being authentic. You want to sound confident but approachable, like you're talking to someone across the table about a specific topic, not delivering a university lecture. I kind of like to think that this is how my podcast sounds, but you guys can tell me if you agree.

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Video testimonials, too, video case studies, really just anything. Video right now. Not only does it build trust, but the platforms like it. So if we're featuring real client stories when we have permission, all of this is great to demonstrate the impact that our firm has. But YouTube's algorithm or whichever platform we like it, they just like that it's video. So, yes, these stories do make our services relatable and it will resonate with prospective clients. But the biggest advantage we might be getting here is that the algorithm likes us and look, we don't want to forget to connect this to our broader content strategy. A blog post doesn't have to just be a blog post. It can become a video, it can become a carousel post or a guide. It could be broken down into shorter, more engaging clips that go out on social media. Repurposing this content, whether it's new or old, helps us maximize the value that we're getting out of this content we've paid for, and it ensures consistent messaging across all the platforms.

Speaker 1: 19:08

Now let's move on to networking and referrals, because this is another core element, one of the basics you need to have in place for 2025. Let me start by saying this Networking and referrals they are vital to your firm's success, but I am not an authority on this topic Experts like my father, lee Rosen, at the Rosen Institute. They have incredible insights and instructions, essentially on how to build and maintain professional relationships, and I highly recommend checking out the Rosen Institute if you want a deeper dive on that. That said, networking is too important to not touch on it here, so let's just go through the essentials First. We need to have a referral network it so let's just go through the essentials. First, we need to have a referral network.

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It's not just about other attorneys, too. We're thinking about complimentary professions like CPAs, real estate agents, financial advisors, therapists anybody who's related to your clients in terms of business. These are the people who are often interacting with people who are further up your pipeline essentially and maybe could benefit from your services. So regular engagement practices, things like personalized thank you notes, holiday greetings, quick check-in emails all of these they're great for keeping those connections strong. And what we're doing with everything here, which is making your firm top of mind.

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And today, and really in 2025, digital networking is going to be another big piece of the puzzle. So LinkedIn X what's coming up now, blue Sky, mastodon all of these are really valuable tools for this type of networking. So join the relevant groups, participate in the discussions, share your thought leadership content it's a really simple way to expand your network without leaving your audience or having to talk to people in person, which is why I'm not an expert on networking. But, of course, the traditional methods they still work. So attending local industry events, whether they're national or just statewide, things like bar association meetings, community seminars, the ClioCon all of these let us meet new contacts face-to-face these events. They're also opportunities to reinforce the relationships you already have with referral partners, and my pro tip here is like everything else, we can create a simple schedule for it, whether this is a quarterly email, a holiday card or just an occasional coffee meetup the consistency we build here.

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This helps maintain connections without feeling intrusive into someone's life, because networking, look, it's not about making a hard sell. It's about building these genuine relationships that lead to mutual benefit. And while Lee talks about a lot of really cool tactics for this, just a solid, consistent effort on your part can go a really long way. Now we're moving on to another one. That's kind of like networking, but I do like to differentiate these elements because, when it comes to your marketing, nothing connects you to your community like actual, genuine local engagement. Beyond helping you stand out to other people, it builds trust and it reinforces your reputation as a firm that actually cares about the community that it's in. So let's start with a couple of strategies for this Sponsorships and partnerships.

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As you know the marketing guy, these are the greatest way, or the easiest way, to get involved. Think about sponsoring a local sports team or a high school sports team, even a kid's baseball league, or supporting charity fundraisers, collaborating with a nearby business for their events. All of these efforts show that your firm is invested in the success of your community. It's not just about divorces or getting people out of DUIs. Another really impactful option and I know you're cringing when I say this is pro bono work or community service, organizing free legal clinics, volunteering for causes that align with your values. This benefits your community and highlights your expertise. Plus, it's an excellent opportunity for your team to connect with potential clients on a more personal level. And speaking of connecting, we want to consider event participation, public speaking opportunities. All of that kind of stuff Whether we're hosting it or someone else is doing these kind of like know your rights talks or informal Q&A sessions about your specific practice area makes your firm a lot more approachable in your community and establishes you as this thought leader. So, whether it's a presentation at the local library, a workshop at a neighborhood association meeting, these events are all valuable and they build visibility and they build credibility. But don't let these efforts stop at the end of the event. Share your local involvement online so that you can amplify its impact. Post the highlights of your sponsorships, your clinics, your speaking engagements on social media and on your website and maybe even write about them. These stories not only boost your local SEO and boost your SEO, but they show perspective in clients that you're engaged and you're trustworthy and you're doing these things in your community if they haven't seen you already.

Speaker 1: 23:55

Local engagement is more than marketing. It's a real thing that we all need to be doing because it's about building relationships and becoming a respected pillar in your community, but it's also about improving your community, and if your community is improving, it's ultimately going to be good for your business. But as we wrap up today's discussion, it's clear that marketing in 2025, this is going to demand a commitment to staying agile and adaptable and understanding the evolving legal landscape, which is moving faster than we've ever seen it, and implementing a lot of the strategies we discuss here on the podcast. So, whether this is optimizing your website or adding personalization to email campaigns, or just dipping your toe into video and local engagement, this is just the beginning, though.

Speaker 1: 24:40

The key takeaway today you don't have to do everything at once. Instead, take a look at all these areas, or whatever it is you're working on now, and figure out what resonates most with your current needs. Is it time to refresh your website with a faster mobile first design, or maybe you're ready to get started with short form videos on social media and dive way deeper into content marketing. Whatever it is, taking small focus steps is what leads us to significant long-term gains. It's also really important to remember that these strategies all work together. Your email campaigns are promoting your latest blog post or video. Your community engagement is feeding into your social media content and, by connecting the dots, we're creating a cohesive marketing ecosystem that is driving us towards our goals, and we've covered a lot today and I hope it's given you a couple new ideas and some actionable ideas for what you can do, because marketing isn't static. It's an ongoing process of learning, testing, improving, and I know this isn't the marketing plan for 2025.

Speaker 1: 25:42

We're going to have that episode next year, but we've got another paid episode coming up at the beginning of December, so I urge you to subscribe to the podcast to make sure you catch any surprise stuff that might come out in the next couple of months, and this is going to be our last free episode for 2024. So I look forward to talking to you more in 2025. Obviously, we'll have that that next episode next week. But as always, if you have questions, feel free to reach out to me at RosenAdvertisingcom. But for today, that's it for Legal Marketing 101. Check out RosenAdvertisingcom for more Thanks.