By Legal Futures Associate Conscious Solutions
Autumn is here, signalling the start of a flurry of activity in our calendars that will likely last until the new year.
Holidays like Christmas (yes, I’m mentioning the ‘C’ word in September!), memorials like Remembrance Day and awareness days like World Mental Health Day are all coming up and could be key components to your marketing campaigns.
The Law Firm Marketing Club’s (LFMC) 2025 Professional Services Survey showcased that digital marketing is projected to see a 56% increase amongst law firms. This article demonstrates how seasonal marketing can take your digital strategy to the next level and be the key to content that resonates with your audience.
The importance of time-sensitive marketing
If you log on to platforms like LinkedIn, see businesses posting about key awareness days, and think, “What a great idea! I wish we’d have posted something like that,” then you’re not alone.
There’s nothing entirely wrong with following a trend and rustling up a quick post, but we all know it’s even better to be a trendsetter.
Posting consistent, confident, and considered content will help you stay ahead of the algorithm and solidify your firm’s place as a trusted source of information.
It’s essential to stay up to date with key awareness days and legal sector events to ensure you’re always thinking ahead with your content.
Top Tip: When planning monthly campaigns and content, research and consider key dates first and foremost. This will not only keep your content relevant but also inspire potential social media posts and blogs.
Understanding your audience
Your firm’s branding and tone of voice (TOV) should reflect your ethos as a business and the clients you want to attract. Posting loud, trending reels may work for some firms, but not for others. Likewise, a more reserved, ‘corporate’ style may resonate with specific audiences but miss others.
The beauty of seasonal marketing is that it can be implemented regardless of your firm’s brand identity and moulded to fit whatever style works best.
Perhaps adding a Santa hat to your logo and animated snow on your website could be the perfect basis for a Christmas-themed social campaign to strike up some engagement with your client base. At Conscious, we offer seasonal marketing solutions – have a look at some examples in this post.
Or maybe a series of informative articles that provide guidance for separated parents navigating the holiday season may be the perfect use of seasonal marketing that resonates with your audience.
What’s most important is utilising seasonal marketing to fit your firm specifically.
Top Tip: If you’re unsure about the best style of seasonal marketing for your audience, observe what your competitors are doing to understand what works well and how your firm can differentiate itself.
Think: Relevant and relatable
Once you start to consider seasonal marketing, it’s easy to get slightly overwhelmed or carried away by the number of holidays, memorial days, and awareness days that are out there.
The key is to focus on what’s relevant and relatable to both your audience and your firm.
For example, International Cake Day is coming up, and you have some keen bakers in your team. You also know that employee-focused content scores you consistently high engagement on LinkedIn and Instagram. In that case, a cake-themed post on 26 November would be a recipe for success!
Equally, if you’re a property law firm, posting about International Tenants Day on 7 October would be a great way to showcase your firm’s subject-matter knowledge and general awareness.
Get it scheduled!
With the events season around the corner, it’s crucial to keep your law firm’s marketing efforts on track in the upcoming months, so my advice is: start scheduling now. There is no such thing as too early to talk about Christmas in the marketing world!
Make use of downtime to research key dates and plan content ideas, so that your posts are both timely and considered.
It’s never too early to get your strategy sorted. Plan now so that you can post later. But don’t worry, the Christmas decorations can stay in your office’s store cupboard for a few months more.
If you’d like to find out how Conscious can support your law firm with its seasonal marketing, we offer a full range of solutions from branded Christmas cards to festive website enhancements and seasonal legal copywriting. Get in contact with the team at sales@conscious.co.uk or 0117 325 0200.
Conscious helps law firms become more successful online and supports over 300 UK law firms with their digital marketing.
