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5 Legal Marketing Trends to Stay Ahead in 2025

January 16, 2025 |

The legal marketing landscape is evolving more quickly than ever, driven by new technologies and shifting client expectations. Firms must embrace these changes and leverage innovative strategies to enhance visibility and build lasting client relationships to stay competitive.

Staying ahead requires keeping up with the key trends shaping legal marketing in 2025 and adopting actionable strategies to enhance your firm’s competitiveness.

1. Artificial intelligence (AI) and Automation
AI and automation are revolutionizing how law firms manage marketing efforts. From personalized email campaigns to advanced analytics, AI offers tools to optimize outreach, track ROI and improve efficiency.

Why does this matter? Firms that strategically leverage AI can deliver tailored experiences at scale, saving time while enhancing client engagement. Automated tools also help marketers identify patterns and predict future client needs.

Actionable Strategies:

  • Implement AI-powered CRM and marketing automation platforms to manage campaigns and track performance.
  • Use AI tools like ChatGPT to create a first draft of personalized content quickly and efficiently.
  • Develop chatbots for instant responses to website visitors, improving lead generation and user experience.

Tip: With a basic understanding of how ChatGPT operates and a few foundational prompts, legal marketers can harness its capabilities to streamline processes and drive effective growth. Learn how to maximize ChatGPT for legal marketing

2. Personalized Marketing

Clients expect tailored content and outreach that speaks directly to the unique challenges in their industry 

Why does it matter? Firms that demonstrate a deep understanding of their clients’ industries are better positioned to build trust and win work. Hyper-personalization also increases the effectiveness of campaigns.

Actionable Strategies:

  • Work with attorneys and marketing teams to segment audiences based on industry, company size or legal needs to create targeted campaigns for each group.
  • Produce industry-specific content, such as whitepapers or webinars focused on emerging challenges in healthcare, technology, or finance, for example.
  • Use email marketing tools effectively to deliver personalized messages, addressing specific pain points or opportunities.

Tip: Discover how Builden’s strategic approach to targeted marketing helped an AmLaw 20 firm successfully enter and establish itself in a new market.

3. LinkedIn as a Business Development Powerhouse

LinkedIn continues to be a critical platform for business development and networking. Its evolving features provide law firms with new ways to engage with clients and prospects.

Why does it matter? Lawyers who effectively and regularly utilize LinkedIn can showcase their industry knowledge, build credibility and foster relationships with in-house counsel, decision-makers and potential clients. Legal marketers can play a key role in these efforts by guiding attorneys and leveraging LinkedIn’s tools to maximize impact.

Actionable Strategies:

  • Regularly publish LinkedIn newsletters or share thought leadership posts.
  • Create short, engaging video clips for attorneys to share insights or updates with their networks.
  • Use LinkedIn’s analytics tools to track engagement and continually refine your BD strategy.

Tip: Leveraging the power of LinkedIn starts with the attorney profile. Learn from Builden how to build a standout profile in just 15 minutes.

4. Enhanced Client Experience as a Marketing Focus

Exceptional client experience (CX) is a key differentiator in legal marketing and firms that prioritize CX gain a competitive edge by fostering loyalty and generating referrals.

Why does it matter? Marketing doesn’t end when a client signs a retainer agreement; it extends throughout the client’s lifetime with the firm. Enhancing CX demonstrates that your law firm prioritizes client satisfaction, and bolsters reputation and retention.

Actionable Strategies:

  • Map the client journey to identify touchpoints where marketing and communication can enhance the experience.
  • Use client feedback surveys and listening programs to uncover areas for improvement. Make sure to develop a program or plan to share positive testimonials.
  • Create resources like welcome kits, onboarding guides or client portals to streamline the experience.

Tip: Not Sure where to begin? Builden’s Client Feedback Services can help you get started.  

5. Planning for Success: Strategic, Succession and Budgetary Preparation

Effective planning is always going to be the backbone of successful legal marketing. From aligning strategic goals to ensuring leadership continuity and allocating resources wisely, firms that prioritize planning can anticipate challenges and seize opportunities in a competitive landscape.

Why does it matter? Without a clear plan, law firms risk underutilizing their resources, missing growth opportunities and encountering operational bottlenecks. Strategic planning sets the direction for marketing efforts, succession planning ensures leadership continuity during transitions and budgeting empowers firms to execute campaigns without financial constraints. Together, these elements form the foundation for sustainable growth.

Actionable Strategies:

  • Define measurable goals and prioritize initiatives for the upcoming year. Align this roadmap with broader firm objectives to ensure marketing efforts support overall growth.
  • Establish a succession plan for key leadership and marketing roles to maintain momentum and consistency during transitions.
  • Create a realistic marketing budget based on past performance metrics and anticipated needs, ensuring funds are allocated for core activities and innovative experiments.
  • Regularly review and adjust plans to adapt to changing market conditions, emerging technologies or unexpected opportunities.
  • Engage key stakeholders by including attorneys and firm leaders in the planning process to foster buy-in and alignment across departments.

By proactively planning, firms can navigate the complexities of 2025’s legal marketing landscape with clarity and confidence.

Tip: Planning your year doesn’t have to be stressful. Builden guides you through all the steps to create a clear and actionable plan in just 15 minutes.

Moving Forward in 2025

The law firms that thrive in 2025 and beyond will be those that adapt to emerging trends, embrace technology and put their clients first. By effectively planning for 2025 while focusing on AI and automation, hyper-personalization, LinkedIn strategies and client experience, law firms can position themselves for sustainable growth in an increasingly competitive landscape.

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