As we continue exploring how law firms can win in 2025, we highlight some essential strategies and trends. From public relations to innovative uses of artificial intelligence, we dive into what’s necessary for a successful digital and content-driven strategy. Here’s a breakdown of insights covering every angle discussed. Listen to the full Legal Mastermind Podcast episode here.
Public Relations for Law Firms
Public relations is a powerful way for law firms to build their brand. While hiring a PR firm is always an option, you can also tackle some PR efforts independently. For example, speaking at conferences is an excellent way to establish expertise and connect with new audiences. Finding conference opportunities is as simple as a few online searches to discover events where niche topics are in demand. Another approach is contacting local reporters when you notice a story about your expertise. Journalists are often eager to follow up on topics, and establishing yourself as a knowledgeable source can lead to more media mentions, enhancing visibility.
We discuss how a good PR strategy goes hand in hand with SEO, especially if you partner with agencies that specialize in digital PR. Traditional press releases alone may not yield SEO benefits, as Google has curbed SEO value for these, but working with a PR agency can still help secure valuable backlinks from reputable sources. Unlike the “pay to play” approach, digital PR often results in backlinks from vetted, trustworthy news sources, distinguishing you from competitors. Though a good PR strategy takes time and effort, it offers unmatched opportunities to establish your authority and gain publicity that others may not have access to. This comes at a time when Google is putting more emphasis on “Brand Authority” as an SEO metric, separate from “Site Authority” that so many SEOs have been relying on via link building for years.
Leveraging AI for Content Repurposing
Repurposing content is an efficient way to expand your reach without constantly generating new material. AI technology has advanced to the point where it can transform videos or long-form content into multiple formats—like blog posts, social media snippets, and FAQs—with ease. We discuss that, previously, this work was mostly manual, but now AI can handle it more effectively. Updating old content is another smart strategy. If a blog post that used to drive traffic is now underperforming, a few tweaks could revive its relevance and effectiveness. AI tools can guide you on what to update, allowing you to make strategic edits to keep content timely and informative.
As Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines evolve, maintaining up-to-date and relevant information is crucial. AI can assist in refreshing older statistics, incorporating new sources, and even creating audio content or podcasts from written material. This evolution ensures that even firms with limited resources can keep pace with changing standards and make the most out of their existing content.
Monthly Newsletters for Client Engagement
Sending a monthly newsletter to past clients is a simple yet effective way to stay on their radar. A well-crafted newsletter provides value by sharing relevant updates rather than focusing on self-promotion. For example, criminal defense attorneys might offer insights into high-profile cases or legislative changes, adding a personal touch with details about community involvement or upcoming local events. Ryan and Eric agree that about 99% of the newsletter should focus on information clients care about, leaving only a small reminder of the firm’s services.
This type of consistent communication can generate goodwill and keep the firm top of mind. Even if clients don’t need your services immediately, they may recommend you to others when the time is right. This approach is practical for businesses aiming to foster strong client relationships and encourage referrals.
Virtual Offices for Expanding Reach
Expanding your firm’s geographic reach through additional office locations is another effective strategy. Setting up a satellite office nearby can grant you access to new markets via Google Business Profiles. We explain that virtual offices have limitations, as Google now requires physical signage and in-person verifications, but renting a dedicated desk in a co-working space can work well. Although this might seem costly initially, the investment pays off by enabling firms to appear in Google Maps searches within a new locale, generating leads and increasing visibility.
Likewise, ethical practices are essential for success. The recent FTC ruling on reviews has imposed stricter standards, so firms must ensure that all reviews are authentic and ethical. Once a satellite office is established and generates genuine reviews, the resulting increased visibility and credibility can make a substantial difference.
Engaging with Local Facebook Groups
For law firms, local Facebook groups can be a valuable, free resource to connect with community members. Consider joining groups within your area and participating actively by offering advice or responding to inquiries. These groups often discuss a wide range of topics, from recommending contractors to asking for legal guidance.
By being an active, helpful presence, you can build a reputation as a knowledgeable professional without overtly promoting your services. When legal questions do arise, you can contribute meaningfully, positioning yourself as a trusted resource within the community.
Choosing Forward-Thinking Marketing Partners
As competition grows, law firms must work with marketing partners who are always looking ahead. Effective legal marketing requires proactive strategies. Firms need marketing consultants, fractional CMOs, or agencies that aren’t just keeping up with trends but are actively shaping them. From analyzing client feedback to running surveys, these partners provide valuable insights that fuel continuous improvement and adaptation.
Likewise, working with specialized agencies that understand the unique needs of law firms is crucial. Legal marketing is distinct, requiring knowledge of specific regulations and ethics rules. For example, promoting a law firm differs vastly from marketing a general business. Choosing a partner experienced in the legal space ensures a more tailored, compliant approach. With SEO, intake processes, and content marketing becoming increasingly integrated, it’s essential that every team member understands their role in the broader strategy.
The Importance of Specialization and Accountability
Specialization has become crucial in today’s marketing landscape. While SEO used to be mostly about keywords and traffic, it now includes understanding intake processes, conversion, and messaging. Law firm marketing teams need to collaborate across areas of expertise, ensuring all aspects—from website traffic to intake—work cohesively. This cross-functional accountability helps maintain consistency in messaging, improve client experiences, and drive better results.
Why Market My Market Is Your Best Partner for Law Firm Growth
At Market My Market, we are dedicated to helping law firms thrive in an increasingly competitive market. With years of experience in legal marketing, we focus on strategies that drive measurable results. From enhancing your online presence through SEO to crafting personalized marketing plans, our team ensures every detail is optimized for success. We understand the specific needs of law firms and provide tailored solutions that comply with industry standards while boosting visibility and client engagement.
Whether you’re looking to streamline your intake processes, expand your reach, or integrate cutting-edge tools like AI, we’re here to support you every step of the way. Our transparent approach and commitment to real-time reporting set us apart. Let us show you how we can help your firm succeed. Call us at (800) 997-7336 or visit our contact form.
The ongoing digital revolution is transforming the way that all businesses interact with clients and customers. Consumers rely heavily on digital channels for researching products and services and expect to make buying choices with the swipe of a finger. For organizations that want to remain competitive, having a defined digital marketing strategy and execution plan is essential for successful outcomes. With a demonstrated history of creating and implementing strategic digital marketing initiatives that drive growth, I am committed to delivering real, measurable results for my clients.
