In previous decades, marketing strategists attempted to create campaigns that reached a wide audience. To accomplish this goal, most campaigns encouraged or inspired consumers to purchase their products in order to feel a certain way or align with a lifestyle that they admired. For instance, the older system of advertising showcased the product (i.e., a car, beverage, brand of clothes, etc.) being used by attractive models or celebrities to invite consumers to buy these products to be more like them. However, the marketing landscape has changed considerably since then. With so many more opportunities to engage with potential customers (far beyond television, newspapers, and billboards), what sets effective marketing strategies apart from all the rest is the ability to speak directly to a specific individual’s concerns and values. Moreover, the arrival of generative artificial intelligence (AI) technologies has propelled us into the age of personalization and customization in virtually every way imaginable.
Now, people are drawn to brands and services that appeal to their specific interests. It’s time for small businesses, including law firms, to explore how the intentional integration of certain AI technologies can help them personalize their marketing campaigns without sacrificing the human touch that all clients look for in a potential attorney. Let’s take a closer look at how adapting your marketing strategy for law firms to include AI tools, such as live chat for attorneys, can help you take your digital marketing efforts to the next level.
Exercise Caution When Using AI in Marketing Your Law Firm
As a legal professional, you have likely heard at least one account of an attorney turning to generative AI tools (like ChatGPT) and finding themselves in considerable trouble—not to mention embarrassment. In one recent incident, “A federal judge in Wyoming had just threatened to sanction two lawyers at [a] firm who included fictitious case citation in a lawsuit.” According to the case filings, one of these attorneys admitted to using a generative AI tool that “hallucinated” the cases. While entrusting complex and highly sensitive legal work to generative AI technologies is ill-advised and risky, it’s worth noting that many AI tools—when used intentionally and carefully—can actually save your law firm considerable time and money. Partnering with a knowledgeable and experienced content marketing strategist for law firms is the best way to start identifying your specific goals and developing a digital marketing approach that moves you toward achieving them.
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How AI-Powered Tools Can Support Your Law Firm’s Marketing Efforts
Before we dive into the specific AI-powered marketing tools that your firm can consider implementing into your current marketing strategy, it’s worth exploring how client expectations have shifted within the last few years. With the proliferation of generative AI tools, consumers have come to expect casual and conversational interactions with brands and service providers. For instance, many websites offer live chat features that ask site visitors to ask questions or look for information, which improves the overall customer experience for many people. When a potential client is already familiar with the live chat feature of other websites, they will likely feel more comfortable and at ease if your website offers a law firm live chat feature as well. Below are just a few ways that you can weave AI tools into your digital marketing for lawyers strategy and improve the overall client experience.
Live Chat For Law Firms
Whenever someone clicks through to your website, a friendly AI-powered live chat feature can pop up to welcome them in and engage with them in an informal, conversational way. Even if the visitor does not have a specific question in mind, the responsiveness of this live chat feature can put them at ease and show them that your firm cares about their experience. This feature can also improve your conversion rate, as site visitors who find the prospect of cold calling a law firm to be too daunting can interact with the live chat feature and be directed to schedule a consultation without having to speak on the phone.
Using AI to Auto-Draft Responses to Client Communications
Crafting the perfect response to every client communication your firm receives takes valuable time and focus. With the arrival of AI drafting tools, this task can be handled with greater efficiency—while still maintaining the personal touch of a customized response. Some of these tools are able to (with your firm’s permission) access and review your writing style so that the content it generates will align with your brand’s tone, voice, and values. As you explore these various tools, it’s important to review the content they generate to make sure it is free of errors and reflects your law firm before it reaches clients. Over time, you can tweak the parameters as needed to ensure a smooth and personalized client experience.
How AI Can Help With Reputation Management For Law Firms
Client reviews are a critical component of any successful digital marketing strategy. As a smaller law firm, it can be difficult to stay on top of your online reputation management efforts. Unfortunately, even one less-than-stellar client review that is left unacknowledged can deter potential clients from enlisting your firm’s services. This is where AI-powered tools can be particularly useful. You can use these tools to analyze client reviews, interpret the sentiment of each review, and prepare customized responses that are suited to address each one. Most law firms who use these tools find it best to review the AI-generated responses before they are posted to ensure that each response is high-quality, genuine, and impactful.
Learn More About Time-Saving Marketing Strategies Today
Is your current digital marketing strategy getting you the results your law firm is looking for? If not, now’s the time to give the LegalRev team a call to discuss your goals. Our highly knowledgeable content marketing team specializes in addressing the unique needs of small- to mid-sized law firms that are hoping to build awareness and generate high-quality leads. Give us a call today at (800) 893-2590 to get started.
