We have heard many marketing predictions for 2021, and most lists mention the importance of having visibility in search engines, notably Google. And while you may have a broad or deep understanding of what it takes to rank right now, it is worth considering what Google has to say about the future, particularly 2021.
In this episode, we will review Google’s marketing predictions for 2021 and why law firms should bet on a more inclusive, client-centered, and community-oriented strategy.
We discuss why the promises and statements we made in 2020 will continue to matter in 2021, what users want and expect from your digital presence, and take a moment to reflect on augmented reality and its likelihood to finally breakthrough as a technology used by the masses.
This episode’s conversation is based on an article that was published by Think With Google.
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Liel: [00:00:00] As we prepare to welcome 2021, there is one more list of marketing predictions that every law firm should take a moment to review and analyze Google’s 2021 marketing predictions. I’m Liel Levy, co-founder of Nanato Media, and this is In Camera podcast, where we always listen when Google talks.
Liel: [00:00:50] Welcome to In Camera podcast, Private Legal Marketing Conversations, Grace, our last episode of the year. Welcome. How are you?
Grace: [00:00:58] Good. How are you, Liel?
Liel: [00:00:59] I’m doing great, Grace. And I’m super excited just about the idea, right. That next week we’re going to be actually recording our first episode for ’21. And I like to think that In camera podcast is now going to become officially a podcast that has been around for well you can say for off more than a year, right.
Grace: [00:01:20] That’s awesome.
Liel: [00:01:21] Yeah. Our anniversary is coming up very soon, Grace. So a lot of big milestones right ahead of us.
Grace: [00:01:29] That’s awesome. Definitely. And this is great. I feel like this article’s definitely going to kind of pull it together for us.
Liel: [00:01:36] I agree. Care to explain a little bit our audience, what article did which we chose and why do you think it’s going to help us kind of like bring full circle, particularly this end of the year episode?
Grace: [00:01:50] I sure will. So. All right, guys, thanks for listening in today. And you know how we’ve been talking about all these predictions for 2021 and all that marketing kind of stuff, right, Liel?
Liel: [00:02:01] That’s right.
Grace: [00:02:02] So we kind of came across this article, actually Liel did and he saw it. And it’s I think with Google, they put out these different marketing pieces and they have their own when it comes to 2021. It’s called nine predictions for marketing in 2021 from tomorrow’s industry leaders. So I feel like it brought together a couple of young hungry industry leaders and it asked them a couple of different questions about what’s going to happen in twenty, twenty one.
Liel: [00:02:32] That’s right, Grace. So these are all of the people that participated and contributed into this article. They’re actually graduates from the Google Associate Product Marketing Manager program, which. Think about it, maybe kind of like as a management training program inside of Google, where they train, mentor and coach tomorrow’s marketing leaders for Google. Right. And it’s really interesting as an article, not because it touches on topics that we actually care about, which have to do with Google and marketing. But because it actually let us see how bigger organizations, enterprise-level organizations are looking in planning upcoming marketing strategies and decisions for the next year. But what’s also extremely interesting here, Grace, is that a lot of these points are actually shaped based on what we experienced during twenty twenty, and they are a result of some of the events that took place this year. And we’re not just talking about covid-19. Of course, covid-19 has been at the center of everything and could be kind of like attributed to be the cause for all of the major events of twenty twenty. But there’s a lot of other elements here, Grace. And so I think that it’s fair to really go point by point and particularly take ourselves the challenge that we encourage law firms to take, which is don’t deny the fact that because you may not be as big as an organization as Google is. Right. Or as Coca-Cola or as some of the other brands that get mentioned in this article, you shouldn’t pay attention and at least question yourself about whether there is something that you could do to address some of these trends, some of these opportunities that are being discussed in this in this piece.
Liel: [00:04:37] What do you think Grace?
Grace: [00:04:38] Definitely. I think we we’re going to help them tie in. We’re going to help our listeners to kind of tie into what this overall enterprise level. This is how are some of our predictions and some things you can do. We’re going to help them tie it into the legal profession so that we can kind of make it more cohesive. But, yeah, just like you said, Liel, I think people forget that, you know, maybe even not forget, that’s not the right word, but they get kind of mired in what happened, what’s going to happen instead of thinking I can too make a difference. And they are law firms. So they got into it to make a difference. And every one of us can make something of a difference in twenty, twenty one. And that that’s kind of what I feel like this article is going to help us discuss.
Liel: [00:05:26] Yep, agreed. Grace. So with that being said, let’s start with the first point and it’s people will see through brand virtue signaling, Grace. I think this is such a powerful one. And let’s explain here a little bit. Give a little bit of context as to what we’re being told here. So we all remember that during the summer there were protests over police brutality and racial injustice. Right.
Grace: [00:05:52] Right.
Liel: [00:05:53] And as a result of that, there was a power of social media support, particularly coming from France on the matter. Now what here we’re being told, is that now it’s time for brands to be held accountable on those social support messages that they sent out in the sense that have they actually followed through? Because, and they actually show higher numbers. Right. So they say that at the height of Black Lives Matter protest, twenty five percent of beauty ads featured models with darker skin tones. Right. But just two months later, that figure had dropped to 16 percent. So, Grace, basically what we’re being told here is that users are going to hold you accountable, but Google is going to hold you accountable as well. Right. One thing that we’ve learned a lot is that artificial intelligence, Google’s algorithms are getting extremely smart Grace and the way that they are reading and connecting, messaging and understanding, not just us as a brand from our content, but as of our presence in other platforms, is getting so powerful that obviously, Google will be starting to monitor this kind of behavior and favor businesses that are actually showing a real commitment towards the initiatives they say they stand for. What do you think, Grace?
Grace: [00:07:27] That’s 100 percent right. And I feel like maybe a couple of the law firms might be thinking to themselves, well, how does that, how can I do something about it? I mean, you’re talking about beauty brands. Well, you know, we’re talking about advertising. We’re talking about information. We’re talking about images and what you put out as a brand. Lining up with your story, meaning lining, it’s lining up with your message that you’re trying to put out there for Black Lives Matter. You’ve got to put up or shut up, right? I mean, that’s basically what it boils down to. Put it up there and make sure that you actually back up what you’re saying.
Liel: [00:08:02] Right. Because otherwise, what people are saying is like, OK, these guys are just exploiting the opportunity of getting themselves some visibility by saying that they care when they don’t really, right. Or, you know, not enough to really create a plan and take action that will have a lasting impact. So, Grace, extremely important.
Liel: [00:08:25] And I’ll be very honest with you. A lot of organizations, law firms included, many of them put out messages against systemic racism, embracing inclusion and such and so forth and so on. But now it’s like it’s time to walk the talk and like, what are you doing for it? Is your team representative of the communities in which you live in? And are you doing enough, considering your size and possibilities to really be an active member to your community and support the initiatives that you say you support?
Liel: [00:08:59] Right, Grace. So I think, you know, it’s not easy anymore to hide behind the curtains and just put out statements and then jump into a bandwagon and do nothing about it right later on. While obviously, the article is focusing here on users being the ones holding brands accountable for their promises and commitments and such, we can expect also from search engines to take this into consideration based on different signals they’re getting from comments being put up on social media platforms, on their websites and on other platforms as a whole about particular brands. And that will impact also how they are seen as a whole. Right. So, Grace, I mean, that’s a super powerful point.
Grace: [00:09:50] I mean, let’s just read that last sentence in that point. Sixty three percent of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action, put up or shut up people get it done and actually stand behind what you’re saying when it comes to racial equality.
Liel: [00:10:09] One hundred percent grace. So let’s move on to the second point, which again, touches a point that in a way or another twist to this. But actually, it said, hey, it doesn’t limit just to that. Right. So it says diversity marketing will be about more than race and gender. Right, Grace. So we’ve talked a little bit here in this podcast about inclusion as a whole and disabilities being a major factor in terms of your brand experience for making it accessible for anyone. Right, Grace. And so what we’re being told here is that I actually think this statistic is very, very powerful. And it says here almost a fifth of the population has a disability. Yet according to a study by the Geena Davis Institute, only 2.2% Of characters in twenty nineteen ads had one. So we’re not putting them. Well, not at the center, but we’re also not including them at all in our marketing messaging, in our ads, in the way that we communicate to our actual audience where we’re basically hearing here, hey, you know, potentially up to 20 percent of your potential audience may have a disability, yet they don’t see reflected in your brand message. Again, I mean, we obviously looked at it more from the user experience standpoint and making sure that you are making yourself accessible to anyone, no matter what are the limitations that they may have. But this also goes to your actual marketing and the way that you promote, show your service and I guess also celebrate your team and your talents and their talents and give equal opportunities to everyone. And also, how do you make it possible for people who may have a disability to be a partner to your law firm, a client, to your law firm or a team member in your law firm. And they’re all equally important and they’re all need to be talked and mentioned and celebrated. Grace? What what do you think?
Grace: [00:12:14] Definitely. And one hundred thousand percent, Liel, when it comes to inclusion. What they’re just mentioning there is inclusion doesn’t include just race and gender like we typically think when it comes to seeing what we want to see as a representation of us. That’s everything. That’s as you said, people with disabilities. That’s people of every walk of life, every socioeconomic class that’s inclusive of every kind.
Liel: [00:12:43] Yeah, absolutely, Grace. Grace. The third one really love it, right, because they explain it just plain and simple. UX will be a bigger priority than ever before. Very straightforward. As we all went into lockdown, people just got used to or had to learn how to do everything remotely through websites and apps.
Liel: [00:13:07] And so a lot of people have upped their game to really provide outstanding user experience to users on their platforms, be that their app, be that their website. And there is very little tolerance now to clunky, unresponsive websites or apps that are not really giving you an opportunity to go use interact with a brand the way that you would want to and be able to complete transactions as you would expect. So Grace, again, I mean, this is extremely applicable for law firms. So if your websites are not well optimized for mobile, if your websites do not have a clear call to actions, if your website makes it hard for users to find ways to actually get in touch with you in the way that it’s convenient for them, and you should know which ones are the ways that are convenient for them based on your buyer persona. If you know that the web form submission is the actual most common way for your clients to reach out to you, then those need to be accessible from any point on your website. Right. In a very easy, intuitive manner. If it’s phone calls exactly the same thing. If it’s exactly the same thing. But if it’s not life shut and it’s phone calls and your phone call should be above and ahead of your live chat pop-up that is taking over your entire page, right, with five different pop-ups. So that’s extremely important, Grace. Very, very important. And I think it cannot be stressed enough the importance that user experience plays in the client experience journey of clients in a law firm as a whole. What do you think?
Grace: [00:14:49] The user experience is the first, it’s almost always the first interactivity somebody has with your brand and law firm. So, yeah, it’s pretty darn important to make sure that the user experience is as seamless as you possibly can make it. And as you said, especially right now, everyone is used to going click, click, click. I get to what I want in a click or less. Right. So it has to be done properly and it has to be at the forefront of what you’re dealing with because everyone is digital now. And so it doesn’t matter who your buyer persona is, you have to know. Well, it does matter who your buyer persona is in terms of what you said, right, it has to be phone calls or forms or whatever, but it doesn’t matter which one of those it is. It needs to be a phenomenal brand user experience for your user.
Liel: [00:15:36] Let’s move on to the next one, which is live-streamed Ecommerce will help brands stand out. Grace, I like this one, particularly because, you know, obviously the description itself makes it a little bit not too relevant for law firms, but I actually think that it can be very applicable. Grace, what do you think?
Grace: [00:15:57] It can be. So I actually thought that was a super interesting thought. Right, because they talk about, basically they’re talking about pop up shops. And I as a person who loves online shopping and I shop everything online, pretty much a pop-up shop is a great idea. So I actually thought about it in terms of a law firm, like how could a law firm do some kind of a pop-up shop? Well, they could in theory, right? They could do like a pop up, quote-unquote, shop of an inside view of their law firm and meet the people that you work with and have like a cool day of pop up shop. So it’s relevant to the law firms. But I know what they’re saying specifically is that people are trying to go for that in-person experience online.
Liel: [00:16:41] That’s creative. Grace, I’ll give you that. I think of a couple of ways that this can be used. Well, first of all, focusing on the first part, which is the Livestream element of it. Right. So definitely live streams are a great resource and opportunity that law firms and anyone, any business can be leveraging more. Right. Whether those are Q&A sessions that you’re promoting and then going live with. So in a way to connect with your community, answer questions, be present, be there. Right. Maybe, you know, get creative with it, do Lifestream testimonials, right. I mean, if you have clients that just achieved a milestone in their case or something, go live celebrating that. Right. Like, of course, there is a lot of sensitivity here that needs to come into play, attorney-client privilege and all of those things need to be observed and such. But if you can find a way right. Where you can actually stream some of these magical moments that happened in law firms where you get to deliver good news about things, and so that’s so powerful, so powerful. People really love that. Right. How many times haven’t you stopped on Facebook your scroll because there are some video of the husband giving away to his wife, the house of their dreams or someone from the military coming back to surprise his fiancee or his parents or someone. Right. And so these videos of unexpected moments create so much engagement and they’re so powerful. So I think law firms are not fully leveraging really how much of this they can be doing. Right. Whether it’s of these special moments they have with clients or whether it’s some internal moments, as you’ve said. Right. What’s happening now in our law firm? What can we share? So I’m focusing there on the live stream component, but how about focusing on the other part of the e-commerce side of things? So what’s special about pop-ups? Well, is that they actually have like limited durability or they are limited time only sort of thing. So once it’s there, once it’s available, you have access to things, but then it’s gone and it’s gone for good. So you don’t want to miss out. Can law firms leverage that? Yes, they can. We need to, however, go back to our conversation where we touched a little bit on the Low Bono. Right, Grace? So can a law firm say we’re going to run a special promotion, joining us for a live stream, and then during the live stream, say that for a limited time, the first five businesses to reach out to you or so they’ll get their contract writing done, half of the hourly rate price, whatever that is. Grace, that could be a way of actually leveraging promotion in this kind of style. And it could be applicable to many different areas. Of course, it will depend on your product. It will depend on your buyer persona. It will depend also on how flexible you are about committing yourself to this kind of promotional stuff. But focusing more on the first part, going back to that live stream part of things, Grace, there is so much that can be explored. So I definitely think, you know, think outside the box. Think about out of the traditional social media content that you’ve grown used to see law firms make and start to think a little bit more about what is the type of social media content that you actually like to consume. How can you make it applicable for your law firm as well?
Liel: [00:20:13] So, Grace, we have a few more to go. Let’s move on to the next one. Practical will become the new premium. What does that mean, Grace?
Grace: [00:20:24] Actually, I couldn’t have put it better for those of us who know psychology and what they consider Maslow’s hierarchy of needs. Basically, it’s everyone who has because of the pandemic and everything that’s gone on, we’ve all kind of gone back to our basic needs of shelter, food, sleep, and the things that we need to survive and continue surviving properly and happily. And that includes mental health and things of that nature. So that’s kind of what they’re talking about here, is we’re looking for more practical means of dealing with the everyday, again rather than things that are kind of out of our reach. Does that make sense?
Liel: [00:21:09] One hundred percent, Grace. And it’s so applicable for marketing, for law firms. The reason why I think this is so applicable for law firms, Grace, is because at the end of the day, what is that lawyers do for their clients? Bring them stability, bring them well-being, take care of them. So that they can then move on and live their lives as good as they can. Right. And I think this is applicable for most of the practice areas. I think at the end of the day, no matter which practice area you focus on, you’re a problem solver from your clients. And if somebody is reaching out to you, well, it’s because they have a problem that it’s important enough for them to want to reach out for help. Right. And so when you strip it out to the most basic elements of it all, it’s actually that it’s a person seeking out for help that needs the reassurance that somebody is with them and trying to make things good for them. The other thing that I think is very important that we can take away from this one, Grace, it’s just basically, again, the messaging and the values of what you should be talking about and what you should be thinking of when crafting your messaging, whether it is our social media posts, whether that is your website content, whether that is your newsletter or other communications that you send out to existing clients or potential new clients. It is focus on the real practical things that people need to be safe, secure, and reassured. Would you agree?
Grace: [00:22:48] Yeah, 100 percent in everything to be safe, secure. I mean, they put a simple example of how to get sleep again, right? I mean, we have just used to get sleep again with what’s going.
Liel: [00:23:00] Yeah. So they say here a very good example. That is that the New York Times evolved its new message to include help with everyday life, with solutions like how to get a better sleep. And that is in their main news section. And because this is what matters to people. Yes, very important everything happening around us. But at the end of the day, it’s also about how can I feel better today, Grace.
Liel: [00:23:26] Now, from practical and basic needs, we jump into augmented reality. And this one, honestly, this feels it reminds me kind of like the voice search. Now augmented reality will go mainstream. Please give me a break, Grace. I mean, is it really augmented reality going to go mainstream? I think it’s been around for a while. I don’t know. I need to debate this one a little bit. And I mean, I think there it has a lot of potential from the entertainment side of things, gaming, you know, social media, particularly pertaining to the music industry, e-commerce. It can be very, very powerful, right, to be able to actually stage potential purchases in your home and your office, your wardrobe, on you. Right. It could be hitting new heights from that standpoint now from a B2B standpoint or for service provider standpoint. I don’t know, Grace, I mean, could we potentially get to a point where we’re going to be able to have Zoom calls where we can actually be like, you’re in the room, simulate our presence in the room? Maybe. Will it be great? I don’t know. Do you need that? I don’t know.
Grace: [00:24:47] I don’t know. That’s the thing. It’s funny that we’re talking about augmented reality, because I did see, you know, the Oculus. Right. That’s one of the things that I’ve seen that we put on your head. And it’s a headset and it kind of immerses you in the whole reality. And other companies use it for displaying the actual offices and feeling like you’re in their office with their people and their staff. So, I mean, it’s interesting. But honestly, it becoming mainstream. Truthfully, I don’t think so. I just don’t think there’s enough who want that.
Liel: [00:25:21] I think for applications where your hand holding your phone and pointing it to somewhere and then you can actually see and have the augmented reality experience through that configuration, holding your phone, watching your screen, being able to take that experience from there that could work, that it’s OK, that it works. Now, when you add to the equation. No, you have to get one of those virtual reality things in your head. And like that is not intuitive. Right? Like the normal person doesn’t wear one of those or not for long periods of time. And if they do, it’s mainly for entertainment purposes. I don’t know, Grace. I think it’s kind of like it takes it over the the line of having to make too many configurations in order to be able to get you to a user experience standpoint. Exactly. I need to make too many adjustments around myself so I can actually go and do that. And this was the time that that could have taken off. Right. Like this was the time where there was a bunch of virtual conferences happening, a bunch of virtual gatherings and parties and everything, and people jumping to those through a webcam and a monitor, not through these augmented reality helmet sort of things. So I think maybe it’s on the horizon. Maybe there are going to be devices that are going to make it more, the application of this is going to be way more intuitive. But until that’s not here, I still feel this is a very long shot, Grace. So let’s move on to the next one, which I really love. Micro influencers will have a macro impact.
Grace: [00:27:05] Very true. I mean, it’s the people that have their individual communities, honestly. And that’s kind of what it says right here, is, you know, the influencer marketing, we all know is worth a lot of money. And it tells you right here, 8 billion in twenty nineteen and estimated to grow to 15 billion over the next two years. But it’s such a saturated market that they’re looking for people that, yeah, they may not have a million followers, but the followers they do have between, as they say here, micro-influencers have small, smaller followings between a thousand and one hundred thousand followers. They’re part of a community. So that person has rather than saying that they’re a huge influencer with a major brand, the people that are following this micro-influencer for this maybe smaller brand or something specific about that brand, they’re going to listen to this micro-influencer because they’re part of that community. And it’s less of, it’s not this giant group of people that’s all part of a herd. It’s people that specifically follow this person because of something very, very specific. And that includes how they can influence that group. They have a much higher, what would be the word Liel, that they have much higher, what, on that group because of them being a micro-influencer.
Liel: [00:28:25] Influence, right. Grace. It’s just an untapped opportunity for law firms. It is. It really is, because it actually gives you access to have someone who speaks and connects with an audience in a very personal and engaging way that you want to have access through your traditional marketing and by traditional marketing. Now, we’re kind of like throwing in everything that goes into your also digital marketing because, you know, here it’s all about recommendations, it’s all about trust. It’s all about being part of a community. And I really think that for law firms, a few things here, the number 1 going back to niche marketing, this is a great way of actually accessing particular niches, right. Where you actually want to have a presence. So to have the backing of someone of influence within this community, it’s going to be of great and massive impact, people will usually think of influencers and they go back and think about commerce, about retail, right. The thing about shopping, makeup, you know, food restaurants, you name it. But they don’t really think a lot about service providers. And service providers have as much as an opportunity to actually generate brand awareness through influencers as much as any other brand has Grace. So this is a great, great opportunity and I can see it one hundred percent growing in the legal industry over the next few years is just, you know, we haven’t been paying enough attention to these Grace, but this is really here and it has a tremendous amount of impact. I’m just not to get into this conversation too much here, but for Mass Torts, for instance, this could be game-changing. So this is a great point. And I think we’re going to be hearing a lot of these in the next coming months and years.
Liel: [00:30:26] Now, Grace, the next point talks about personalization, says personalization will scale massively. Grace, what does it mean? Personalization? In which context are we talking here about personalization?
Grace: [00:30:39] So, you know, I think as it says, even in the very first sentence of this piece here, the importance of mass personalization. Has been talked about forever, right, kind of like in a way, even as much as voice search and virtual reality and all of this, now they’re talking about it being more specific to the individual. So not just as simple as like putting the person’s name on there, but something that can be as specific as they went and watched this video. So this 6 or 15-second video or ad would be more specific to that person because they’ve seen this series of videos. And so that would be extremely personalized to that individual. So we’re not just talking about, again, mass personalization, right, Liel?
Liel: [00:31:29] Absolutely. So let me explain here a little bit about how Google particularly sees and wants to use these personalization data to improve the marketing results for brands. So I remember back in marketing by Google marketing life of last year. So they actually introduced these YouTube’s director mix then. And basically what they did, Grace, is they tested it out on a movie that was going to be released on that Christmas, which was the Grinch something. Right. And so they took the entire movie through AI, analyzed all of the different components and scenes that were in there. And then so that when a user, let’s suppose, was searching for something like holiday cookie recipes on Google and then at some point that same day or later another day going into YouTube to watch a video of something, Google could use that information about some of the search queries the user has used before to quickly generate a video for that user that had some scenes of the Grinch movie where there was food or cookies or treats or something and generate some sort of messaging, whereas like looking for holiday treats, that was kind of like the idea. Right? How can I actually make the …
Grace: [00:33:01] Connection?
Liel: [00:33:01] Yeah. The Grinch movie trailer relevant to the user who’s actually searching for other Christmassy or holiday-related stuff. Well, I actually am going to tie it up to things that they are searching that relate to the holiday and just included in the way that I present the snippet or the bumper of the movie. Right. So it’s more engaging for them. So it’s bumper and 15 seconds that get generated on the spot, inserting actual awards that are relevant based on the user behavior, and it gets fed to them right there. And then so can law firms do this for personal injury?
Liel: [00:33:43] One hundred percent. You got it, Grace. I mean, and you can already do it. Now, you may not be able to actually personalize for each single person and adjust text on the actual clip. But with this new technology, you can, right, and we’re going to be able to change ad copy or messaging inside the display ads or YouTube ads to really respond to specific keywords that the user is having searched. Right. So I think we’re just seeing the tip of the iceberg. This is going to fully evolve into a much bigger opportunity for all of us to explore. Grace, we have one more. It’s silly Health and happiness will capture GENz hearts and minds.
Grace: [00:34:32] That’s right. So, guys, you know, it’s time for us as marketers to take actions. And it says right here that bring positive change. We need to talk about feeling good mental health issues and things are OK or going to be OK. We just need to talk about community and being together and the togetherness, especially with everything that happened with covid. What they’re trying to tell you in this specific section of the article is that GENZs, that kind of that group, that socioeconomic group believes in the heart and the mind and the connection between the two as well as work. So you need to bring it as part of your company, your firm, your business as part of who you are. Talk about health. Talk about mental health and make it an okay topic and needs to be OK to talk about these things because I know and it says it here. I know. And I feel it, too, that a lot of people feel like they’re not allowed to necessarily discuss mental health issues because they’re afraid that they may not get the next opportunity at work because they’re talking about mental health issues. And it has been and unfortunately has been a very long time that it’s been a taboo, somewhat of a taboo subject. Much less in the workplace. What do you think, Liel?
Liel: [00:35:53] I think if one thing we’ve learned in 2020 is that we all need help, right. We all have challenging and difficult moments. And it’s one hundred percent necessary for us to normalize that, not see it as a weakness and create safe spaces for anyone to feel comfortable coming forward without that backfiring or going against them. Grace. One hundred percent. And I think that the more we see a younger generation join the labor force, join our organizations, the more we’re going to feel the need of actually adjusting the way that we’ve gone about some particular things that we may have not been as open as we used to be before Grace.
Liel: [00:36:41] So I think Grace, with that, we come to the end of the article again. I think there are some things there that were so applicable. Right. Easy, like you just heard them and they felt like a ring to the finger. But some othes not some of them actually required quite a lot of thought and consideration. So you can actually take action and make it part of your strategy, Grace. So let’s break it down and see if we can come up with three actionable things that we can what we can do. Grace, you have anything in mind?
Liel: [00:37:12] I do. So I’d say the first one is about diversity, inclusion and the brand. I kind of put it one and two together into one takeaway, and that is make sure that whatever story you are putting out there, not only is it, of course, true to who you are, but you make the ads and everything that you do inclusive of every kind of inclusion that you can. And remember that diversity and inclusion doesn’t just mean gender or race. It also means things like being disabled and things of that nature. So my take away no one would be. Take a look at your current marketing when it comes to diversity, inclusion, make sure that your story and that your messaging all aligns properly with your buyer personas and with your own feeling about the messaging in the story that you want to put out there and make sure that your team and or your clients and everything is representative of that diversity and inclusion that you’re trying to achieve or have put the message out about.
Liel: [00:38:22] I totally agree with you Grace. I will say my take away number two, I’m going to make it about user experience. I think that we have enough reasons to believe that our digital presence is going to continue to grow and become a more important part of our organizations and businesses. And so the better you make the experience for users interacting with your brand online, the greater the chances are that your will be able to convert those website visitors or social media community members into clients. So definitely invest in your website, make sure that you test it out and that everything in it really translates and delivers as you want. The kind of experience that you would give your clients when they walked into your law firm, make it an extension of yours. And so that is one hundred percent something that I think it’s attainable and it requires time is required. Somebody may require also an investment from your end because obviously, it’s web development, there has to be some ethical components in there as well. But it’s one hundred percent worth that, Grace. So that’s my takeaway. Number two, what would be the last one, Grace?
Grace: [00:39:43] Number three for me would be another combo in a way where I’m looking at practicals the new premium, and that includes the information that you’re putting out there for being heart-healthy and happy. Right. Because this is all kind of going back to your basic needs as a human being. And covid kind of put that in very big letters for everybody, I think. Right. Just getting simple sleep and mental health and all of those things that we as people were able to sort of kind of take advantage of because we’re out in the world, we’re able to see each other. We’re able to talk to each other. We were able to do all those things, not so much anymore. So just remember that practical is sort of the new premium. And that includes in your messaging, you know, that people are looking for community. They’re looking to they’re looking for outreach. You’re looking for help on the most basic level. And how can you do that? Well, you could actually, from our very last conversation that we had, Liel, they could even put together a package that would help people, you know, in terms of the contingency fee models that they have like that say they don’t do contingency fee and that they have to charge people for whatever reason, an hourly fee. Well, they can be transparent. And that to me has to do with practical being the new premium. Be practical about how you talk to your client, be practical about how you’re putting your messaging out there. People need help and that includes just basic information that you make me overlook.
Grace: [00:41:22] What do you think, Liel?
Liel: [00:41:23] I 100 percent agree with Your Grace. Keep it simple, right as well. Keep it simple. And also, as you’ve said, Grace, don’t forget, don’t assume that clients only care about the results or only care about the compensation. There is another side of things that you should talk about. Bring to the attention of your potential or existing clients. And the better you understand who you’re serving, the more likely are you going to be able to craft the message that’s actually going to resonate well with them and reassure them that they are in good hands and working with the right kind of lawyer for their needs.
Liel: [00:42:00] Grace, so thank you so much, Grace, for not just a wonderful conversation, but for a wonderful year full of really insightful conversations. This has been super exciting as a journey to have created this podcast and I just want to thank our audience for being with us through this journey so far and you as well, for being a great partner in what has been an amazing experience.
Grace: [00:42:30] Same here in Liel. And thank you for a wonderful 2020 of podcasts. And marketing podcasts.
Liel: [00:42:35] Yeah, I’ll see you in 2021. And of course, we’ll have another great little marketing conversation.
Grace: [00:42:42] Thank you.
Liel: [00:42:43] All right. Thank you. Have a happy New Year.
Liel: [00:42:47] With this episode we reached the end of our second season of In Camera podcast. We will be back with the first episode of Season three on January 11th. Thank you for listening. Have a happy New Year and we will see you then.
Liel: [00:43:01] If you like our show, make sure you subscribe. Tell your co-workers, leave us a review, and send us your questions to firstname.lastname@example.org. We’ll see you next week.