We all know what chatbots are, they are everywhere—whether we like it or not. When we make a customer service call, we interact with voice recognition software that has artificial intelligence. When we engage in “online chat sessions” with companies, often we are interacting with a bot—often via Facebook messenger. And law firms frequently use bots to field potential clients. The technology has been advancing at a breakneck speed, and some firms are even using bots to take payments and (gasp!) give legal advice. As technology continues to improve, many are wondering, will chatbots render call centers (and their high carrying costs) obsolete?
If you have ever put something in an online shopping cart, but didn’t buy it, only to have it haunt you by popping up on every webpage you visit for the next 30 days—you have been retargeted. Retargeting is a marketing approach that aims to “retarget” consumers who browse a site, but fail to convert the purchase. When you consider that only 2 percent of web traffic converts on the first visit, it is clear why this is such an effective strategy.
Regardless of your political views, it is hard to deny that newly elected President Donald Trump is a master marketer, if nothing else. During his campaign, he zeroed in on his target audience, reached them, and ultimately converted the opportunity into a successful presidential bid. And it doesn’t stop there—many media outlets have pointed out that he intends to use his public position to market the family brand. Perhaps some may find this inspiring–good marketing can lead to a limitless stream of possibilities. Others may be feeling concerned by the current climate of political instability, and wondering how a Trump presidency will affect the rules of SEO and legal marketing. After all, it seems to be affecting just about everything else in our lives.
The Florida Bar strictly regulates lawyer advertising and business solicitation. On their website, the Florida Bar provides an array of helpful information for law firms to comply with the complex web of rules and restrictions. Failure to reply can result in professional discipline. The rules are spelled out in painful detail, including what lawyers can post to social media on pages that promote the firm, how they can reach out to prospective clients through social media, how they can represent their qualifications and experience, and how videos can be shared on YouTube. These rules are often challenged and are constantly evolving.
Many law firms believe that if they don’t have an endless reservoir of funds to devote to a marketing budget, that they just can’t make that first page of Google search results. This is not true. Search engine optimization (SEO) strategy is all about staying one step ahead of your competition, and exhaustively studying the latest trends (or hiring someone who does). Many marketing firms rest on their laurels. But SEO strategy is a science that is constantly evolving. Your marketing team needs to chase these developments relentlessly.