Posted by Dan Hodges, head of account management at Legal Futures Associate Conscious Solutions
Hodges: Relevance is key
Marketing is essential for any law firm looking to attract clients and build its brand. One such strategy that has gained traction in recent years is seasonal marketing i.e. tailoring your firm’s marketing efforts to align with key seasons, holidays or annual events.
For law firms, this might involve tailoring campaigns around tax season, back-to-school time or the year-end holiday season, but in this blog post, we’re focusing on the upcoming festive season.
And, of course there are ‘unspoken’ seasons such as the spike in family law and divorce in the first quarter of most years (supported by data from the Office of National Statistics and Relate).
The key to seasonal marketing is relevance. Your campaigns should resonate with potential clients’ specific needs or challenges during that time of year. This is why it can work:
It’s timely and relevant. Seasonal marketing allows your firm to offer timely, relevant services that meet clients’ immediate needs.
For example, divorced people might be arguing about holiday arrangements, and you can provide a blog post on top tips for dealing with this conflict.
This relevance helps your firm stay front of mind when potential clients are most likely to need your services. It also allows you to stand out from the competition, as not all law firms take advantage of these timely opportunities.
It humanises your law firm. Seasonal campaigns often involve more personalised, relatable and community content.
Whether you’re acknowledging the holiday season with client appreciation messages or running a charity campaign, seasonal marketing allows your law firm to show a more human side.
This can help build trust and foster deeper connections with your audience, making it easier for potential clients to choose your firm when they need legal services.
It boosts engagement. When you tailor your marketing to seasonal events or holidays, you’re also tapping into the general buzz and excitement of that time of year.
Social media platforms see heightened activity around major holidays, and search trends shift to reflect seasonal needs. Law firms that align their marketing efforts with these trends are more likely to see higher engagement rates on social media, email campaigns and their website.
So is seasonal marketing worth it?
For many law firms, seasonal marketing can be an effective way to boost engagement, attract new clients and differentiate from competitors.
The key is to focus on relevancy—targeting the right seasons and aligning your services with clients’ timely needs. If done correctly, seasonal marketing can create urgency, boost visibility, and build a stronger connection with your audience.
See the full list of our law firm Christmas marketing options.
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