If it seems like artificial intelligence (AI) tools and technologies have become omnipresent in recent months, you are not alone. From helpful AI assistants to generative capabilities that create relevant content within a matter of seconds, it’s no secret that AI technology is rapidly evolving and quickly becoming a significant part of our daily lives. For businesses like law firms that rely on internet searches to remain visible and to connect with potential clients, the increasing popularity and ease of Google’s AI Overview has affected several aspects of the digital marketing world. According to recent data released by the Pew Research Center, “Google users who encounter an AI summary are less likely to click on links to other websites than users who do not see one. Users who encountered an AI summary clicked on a traditional search result link in 8 percent of all visits,” while those who did not see an AI Overview clicked through to a search result 15 percent of the time. In other words, these AI overviews are decreasing (and potentially eliminating) the click-through process of a searcher perusing the search results page and then visiting sites that appear to be the most relevant and helpful to the original search query.
As a small- to mid-sized law firm, you may be wondering how you can optimize your current content marketing efforts to account for the dramatic arrival of AI capabilities. A common question that industry experts are asking right now is, “Should law firms use AI?” Before your law firm either embraces AI tools wholeheartedly or rejects them outright, it’s worth exploring the potential advantages and drawbacks of using AI in digital marketing. There are several ways that your law firm can integrate AI tools in meaningful and successful ways without removing the human connection and personalized services you cultivate with your clients. Working with a top content marketing strategist for law firms is the best way for you to understand your options and develop a specialized approach that delivers you the results you’re after. Let’s take a look at some of the ways that AI tools can enhance content marketing strategies for law firms and help them focus more on what matters most—serving their clients.
Use AI Tools to Understand Your Target Audience
One aspect of effective digital marketing continues to be the importance of understanding your audience. The best way to connect with potential clients is to create a brand identity and relevant content that addresses their primary goals and concerns. Even the most experienced attorney with a dizzying number of professional awards and accolades may find it difficult to reach clients if they build their website around themselves. Instead, creating client-centered content and intuitive site navigation draws visitors in and shows them that you genuinely care about their needs. Many law firms are finding that using AI tools to assist them with audience research is beneficial, as you can identify the web traffic patterns, click-through rates, and likelihood of scheduling a consultation for particular age groups, income levels, and other demographics. For instance, you may find that people are more likely to look for a divorce attorney on the weekends and conduct these searches from their mobile devices. From there, you can tailor your content marketing for attorneys strategy to anticipate when and where potential clients will view your social media posts or come across your information when performing a web search.
AI Tools For Researching Your Primary Sources of Competition
Another helpful way to harness the power of AI technology is to have these tools conduct some basic market research and assess how law firms offering similar services in your area are appealing to potential clients. Once you understand how other firms are marketing themselves, you can tweak your strategy to set yourself apart from other firms and appeal directly to your clients by showing them how you will offer them a different (and better) experience. AI tools can analyze public reviews of other law firms and then compare them to your public reviews so that you can celebrate your successes and tackle any areas that need improvement. Other AI tools for law firms can help to compare your firm’s online content with that of competing law firms, presenting a list of key similarities and differences to better inform your approach to digital marketing. The more you understand the tactics of other firms, the easier it will be to create an impactful digital marketing strategy that connects directly with potential clients and tells them how your services are unique from those of other firms.
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Using AI to Optimize Your Social Media Marketing Efforts
If your law firm is having a hard time generating a buzz on social media, you can use AI tools to identify the types of topics and posts that are the most likely to drive engagement. From there, you can adjust your posting schedule and tailor each post to make the biggest splash. AI tools can also help you create visuals and infographics to support the text of your posts, breaking down complicated topics into easier, more manageable concepts. If you are interested in learning more about developing and launching a successful social media marketing campaign, reach out to the highly qualified and friendly team of digital marketing strategists at LegalRev today.
How AI Can Help Your Firm With Performance Optimization
Another strategic use of AI tools is to assist you with performance management and optimization. By gathering market data from multiple platforms (i.e., email, paid ad campaigns, social media, etc.), AI tools can measure performance and let you know how your efforts are stacking up. You can use these tools to identify trends across various channels, recommend adjustments, and give your firm the big-picture guidance you need to optimize your digital marketing strategy.
Boost Your Law Firm’s Visibility Today
When it comes to your law firm’s digital marketing strategy, you deserve a results-driven, highly impactful approach. The dedicated content marketing strategists at LegalRev are ready to work with your law firm to identify your specific needs and goals so that we can create a customized digital marketing strategy that will deliver you the results you are looking for. Please reach out to us today by calling (800) 893-2590 to get started.
