Law firms had to adjust how they reached existing clients and marketed to new ones in 2020. But that didn’t mean the creation of a whole new methodology. Instead, they more fully embraced what had been considered a fringe effort prior to the pandemic: digital marketing.
It remains to be seen how law firms will integrate the methods they relied on so heavily in the last 12 months—such as podcasts, virtual conferences, happy hours over video and increased social media presence—into more traditional efforts like client dinners and retreats. As those more traditional methods come back into the fold, firms will need to assess what really works best for them and where they want to spend their marketing money.
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