When social media was in its infancy, some attorneys and law firms dismissed it as a fad, while others embraced a new marketing opportunity. In time, it became clear that social media marketing would play a major role in the marketing efforts of not only law firms, but a wide range of companies and organizations across numerous industries.
A similar trend appears to be developing with the “metaverse.”
To understand this trend, you must first understand what the metaverse is, and what differentiates it from the internet landscape with which we’re already familiar. This overview will provide a general explanation, while also covering how law firms can leverage the metaverse to attract more clients.
What, Exactly, is the Metaverse?
Up until recently, virtual reality and other such technologies have been regarded by many as novelties that only appealed to particularly tech-savvy individuals. That’s no longer the case. The VR market in the United States is now worth nearly $5 billion. There is little reason to assume the market’s upwards trajectory will change course in the near future.
The metaverse represents an extension of these types of changes. To be entirely clear, a platform, website, app, or any other type of digital experience can theoretically be part of the metaverse. The metaverse is essentially an online world or environment that continues to operate and function even when a user is not actively engaging with it. The metaverse also tends to be three-dimensional. It’s generally more immersive than a traditional internet experience.
Some experts have recommended that those who feel the concept of the metaverse to be confusing refer to Second Life as an example of an early version of the metaverse in action. In Second Life, users can create avatars that (theoretically) represent themselves, giving them the chance to have virtual experiences that they may not be able to have in their everyday lives. To cite another common comparison, the metaverse is as if the world of The Sims was always in action.
So, what does this have to do with law firms and law firm marketing?
How Law Firms Are Already Engaging With the Metaverse
What is most important is that law firms and attorneys understand how the metaverse may impact client data and confidentiality. In an environment as new and unique as the metaverse, it will be vital that attorneys properly identify and implement ways to protect their clients in regard to the confidentiality of their discussions. This may seem to be an obvious point, but history has indicated that new tech “revolutions” can yield developments that put client confidentiality at risk, even when attorneys genuinely intend to use these new technologies ethically and properly.
This is not meant to discourage any attorneys or law firms from setting up identities in the metaverse. On the contrary, some law firms have already done so. If you’re a lawyer, you should take full advantage of this opportunity sooner rather than later. Odds are good your competitors will eventually join the metaverse if they have not already. You don’t want to fall behind and struggle to catch up with them later.
However, when promoting a law practice or firm in the metaverse, there are certain recommendations you should keep in mind. They include the following:
Have a Plan
Again, in its most basic sense, the metaverse is an online world that continues to operate and function even when you are not directly engaging with it yourself. That means it’s very important to plan how you are going to use it. Your metaverse identity may still be making an impression on potential clients even when you are not using it.
While this guide has hopefully already given you a better sense of what the metaverse is, you should still conduct more research if you feel you don’t fully understand the concept. Your goal is to be thoroughly familiar with this new tool before you apply it as a marketing platform.
Stay on Brand
You need to ensure that your metaverse identity is an accurate extension of your current marketing strategy. How you go about achieving this goal will depend on your resources and general preferences.
For example, some lawyers will find that upgrading their current social media managers to “metaverse managers” may be the ideal way to keep their metaverse identities aligned with their existing social media presences. Others may decide it’s wiser to familiarize new metaverse specialists with their current social media identities, hiring them to take over this new element of their marketing efforts.
There is no single “right” or “wrong” way to approach this task. Your main goal is to cultivate an identity in the metaverse that correctly represents the brand you have already built up.
Invest in Development
Most of the metaverse exists in the form of virtual reality or augmented reality. Augmented reality (AR) is similar to VR, but not exactly the same. The most popular examples of AR have been Pokemon Go! and Snapchat. These are apps that insert virtual elements into the real world via a device’s screen. For instance, fans of Pokemon Go! “Captured” digital Pokemon that appeared to be part of their actual environment when viewed through the screen of their smartphones, despite, of course, not actually being there.
Your presence in the metaverse will also be digital and visual. You want to be certain that your firm’s metaverse identity appears to be professional and trustworthy.
Depending on how you engage with the metaverse, this will likely require hiring reliable developers. While this may cost some money now, in the long run, the investment will likely pay off.
You should also keep in mind that the metaverse will welcome users from a wide range of ethnicities and races. You shouldn’t miss out on the chance to attract potential clients because your metaverse identity doesn’t account for them.
Luckily, that doesn’t have to happen. For example, if you already have a strong English SEO strategy in place for your metaverse efforts, you can turn to our experts to translate your existing strategy into a Spanish strategy as well. Taking proactive steps like this will help you more thoroughly use the metaverse to its full potential.