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The legal sector has been revolutionized by the boom that digital marketing has experienced in recent years. So new channels have been incorporated into the communication strategy of law firms and law firms to publicize legal services. We have also witnessed the emergence of new, increasingly specialized and media-focused firms, which stand out above the competition, thus arriving at the concept of legal marketing . Article index Increase in demand for legal services on the Internet Legal marketing as a specialty Other Marketing resources for law firms Increase in demand for legal services on the Internet The number of lawyers in Spain has increased by 31% in the last ten years, while the cases filed in the courts have decreased by 39%. Thus producing an imbalance between supply and demand in the legal sector . What is striking - according to data obtained from Google Trends - is the significant increase in Internet searches for the word “lawyer” in Spain from January 2004 to October 2017, exceeding 200% in growth. Therefore, we can draw the conclusion that, without being able to speak - according to the previous data - of an increase in the demand for legal services, there is an increase in the demand for legal services on the Internet . That is why it is so important to give visibility to law firms on the Internet . The increase in the intermediation of the Internet in the daily lives of users means that they resort to the Internet to consult any information.

And more than 80% of Spanish homes have a broadband connection and recognize the use of the Internet to search for information, according to the survey carried out by INE and the use of ICT in homes. Legal marketing as a specialty If we look back we can see how usage has evolved and also the role of the user/customer on the Internet. Now he takes power and I decide how he wants to “see” and relate to the brand. When making a decision, you are influenced by digitalization, online reputation or recommendations on social networks. This means that the legal sector must be present and manage to create a USA Student Phone Number List good digital corporate image , which transmits security and reliability so that users show interest and, subsequently, hire the service. The legal sector, due to this phenomenon, has been adapting to ICT, using the resources it offers. In fact, 97% of lawyers consider that new technologies are essential for the practice of law , according to the survey carried out through the VI Internal Barometer of the Legal Profession. Law firms focus mainly on creating websites, although there are already many firms that dare to advertise on the Internet and develop digital marketing plans. These trends have led to an increase in CPC (cost per click) , even exceeding five euros for each click on certain keywords related to legal marketing. Other Marketing resources for law firms What to do then in the face of this phenomenon of strong digital competition? Without a doubt, seek to differentiate ourselves from our competition.



Use different marketing channels and resources that allow us to carry out innovative actions. There are very few law firms that, for example, have dared to show us the insides of their office with a virtual tour on Google . Incorporate this type of resources, most commonly used by restaurants, hotels, etc. It can be a small step to differentiate yourself from competitors. And like this, there are many other possibilities! As in all sectors, in Marketing for lawyers , we must start by knowing where we are going to find the right path. Normally, ads on social networks are segmented based on socioeconomic, demographic or professional information. Which allows you to create a specific ad for a specific profile. If we know our ideal client, this type of advertising can be really effective. That said, we should not make the mistake of overlooking the still existing 'digital divide'. And many people are still not in constant interaction with the digital world. Advertising in traditional media can help us reach these types of customers. Therefore, combining digital advertising and traditional advertising can be a good incentive to reach the maximum number of potential clients for the law firm. In the legal sector, the decision to hire a lawyer is highly related to the credibility and reputation of the lawyer. And implementing a marketing plan can greatly support its recognition and notoriety in the digital sphere, increasing its credibility and therefore its reputation. Additionally, in the following post we will tell you how to include Inbound Marketing in your legal marketing strategy.
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