Law firm marketing teams are attempting to balance the desire for in-person business development while leveraging clients’ and lawyers’ ongoing openness to digital interactions. But that hybrid marketing approach won’t be all Zoom calls. Instead, law firms said they are now closely measuring their social media metrics and considering nontraditional platforms such as TikTok and Instagram to target specific audiences.
In 2020, most firms quickly pivoted to nearly 100% digital marketing practices, such as webinars and podcasts. But as COVID-19 restrictions were rolled back, vaccination rates increased and comfort levels rose, some lawyers reverted back to in-person events.