Every year there are changes in the way we market our products and services. Over time, we start to anticipate those changes and begin to look toward the future. What will next year bring? Will digital marketing strategies stay the same?
Analysts do a lot of research into past and current trends and set predictions for what the future may hold. We are now starting to see what analysts predict for digital marketing in 2022. Some of these predictions may surprise you, while others are simply a carryover from previous years.
Digital Marketing in 2022
To stay ahead of the game, consider how these predictions – if accurate – could impact your digital marketing strategies.
If you operate your law firm at a physical location, your Google My Business listing will have information about your geographical location. This helps “near me” searches, such as “personal injury lawyer near me.” It also helps provide basic information about your business without the user having to dig for hours or phone numbers.
Local SEO is still important, even though many businesses are currently working remotely. Make sure your GMB profile is up-to-date and is verified. This can help you show up in more searches, especially as society continues to reopen.
Digital assistants like Siri and Alexa continue to be extremely popular. By just saying “Hey Siri” you can explore the world of the internet – guided or on your own. Therefore, it is increasingly important for your website to be optimized for voice searches. If someone searches “personal injury lawyer near me” will Siri or Alexa know where you are and how to find you?
When it comes to voice search, you have to think about how you type versus how you talk. You may type “personal injury lawyers near me” but you may ask aloud “who is the best personal injury lawyer in Houston?” Search engines are increasingly looking for websites that are optimized for this simple and casual way of speaking, rather than the way of typing.
You have probably noticed that when you start to type a question into Google, the search bar auto fills with predictive text. There is also a box or paragraph at the top of the search results page that has information and an image. This is called no-click searching. Google is finding you the answer to your question without you even having to ask it.
When you are competing with other law firms to rank high in Google, one of the best ways to do that is to optimize content on your website for these no-click searches. Think about what questions your audience is asking and how you can easily answer it. The no-click search should be a factor in your SEO strategy in 2022, if it isn’t already.
How often do you search Google and see images in the results? A lot! But did you know that internet users can upload an image and get results based on what is in the photo? For example, taking a photo of a plant can return results on what the plant is (based on the image) and details about its origin and care. Users can also upload images of products and find reviews and product information.
For your law firm, you can utilize visual search in your digital marketing strategy by using images in the content on your website. Use descriptive file names and alt text that includes your target keywords. To increase the chances of search engines finding your images, use an image sitemap on your site.
You’ve heard the saying that “content is king,” but that doesn’t mean the role of content doesn’t evolve over time. For example, interactive content is said by many to be the future of content marketing. That means users increasingly want content that they can interact with. How do you add interactive content? Provide users with experiences like
Not only are you offering them value, but you are also learning more about the people who visit your website and how they interact with it. This is important information for targeting your law firm’s customers.
Social Media Stories
Sure, we all post to social media when we post a blog or have an announcement. But what about the stories? Do we tell our audience stories about what we do and the people we work with? Most of us don’t. But that should change according to analysts. Digital marketing strategies in 2022 will include an increase in the stories told to readers. Instead of just featuring a product or image, tell your audience about what’s happening in your world.
For law firms, tell a story about a client you recently helped, a verdict you won, or a change in a relevant law. But tell it from a personal standpoint and be engaging with your audience. Make sure your story is optimized for your website and target keywords.
What are Your Predictions for 2022?
Digital marketing is constantly evolving. As internet users change, so must our marketing strategies. Above, we offer some insight into a handful of digital marketing trends that analysts believe will be popular in 2022. What do you think your digital marketing strategies will be for next year?