Four Ways the Legal Industry Can Effectively and Responsibly Use Artificial Intelligence Tools in Their Marketing Efforts | ClientsFirst Consulting
In today’s digital age, the legal industry is not spared from the transformative influence of technology. As law firms strive to stay ahead of the curve in an increasingly competitive environment, the use of innovative tools and strategies is crucial. One such area that is changing the way law firms market themselves is artificial intelligence (AI).
In your Current webinar, Chris Fritschfounder of CUSTOMERFirst Consulting& Stefanie Marrone, The social media butterfly & Fractional CMO examined the intersection between AI and marketing in law firms and how it is revolutionizing marketing efforts, helping marketers with content marketing, improving customer experience and driving growth. They also covered key issues and concerns that come with using AI for various marketing and business development endeavors, such as ethical concerns, plagiarism issues, and other limitations.
How legal marketers can use AI tools
Believe it or not, law firms have been using AI for quite some time. They use it for eDiscovery, legal research, document management and automation, their due diligence, and even litigation analysis. While these use cases aren’t necessarily new to anyone, the way we use and apply AI has changed drastically, and with it its capabilities, enabling legal marketers to increase efficiency, streamline processes, enhance the customer experience improve and address customers and prospects more strategically.
With the help of AI, time-consuming and repetitive tasks can be automated, giving employees more time to focus on more important tasks and projects, such as strategy development and client matters. Companies can also use AI more efficiently Address and segment target groups in a targeted manner. AI can analyze large amounts of data and identify trends and patterns that can help law firms better understand their target audience and create campaigns that resonate with clients and prospects.
Law firms can also enhance the client experience by leveraging the analytical capabilities of AI to personalize interactions with their clients and deliver tailored experiences and relevant content. By using AI tools, law firms can gain a competitive advantage by staying ahead of industry trends and providing a better client experience.
AI and content creation
For most people it is Beginning of the content creation process Starting with a blank page is always the hardest step.
Businesses can harness the power of AI tools to create content that resonates with their audience. AI can analyze a law firm’s existing content and provide suggestions for new content and recommendations for repurposing older posts in a way that is most likely to be of interest to its audience.
Of course, a qualified person should review all posts for accuracy and tone, and add details to them. For example, the free version of ChatGPT indicates that there will be limited information about information after September 2021. So make sure you check all the information when using this tool.
Law firms can also use AI to optimize their content and identify areas for improvement such as sentence structure, grammar and readability. Some common tools currently using AI to optimize content that you may have heard of are Grammarly and Canva. AI can also analyze audience data and identify the most effective channels for content distribution.
Stefanie discussed creative ways law firms can use AI in their content marketing efforts, noting that AI tools can help with this
- Content curation and research
- content creation
- Social Media Engagement
- email marketing
- Thought leaders and industry insights
She elaborated on how marketers can use artificial intelligence tools for specific functions, including:
- Make copies for your marketing resources
- First drafts of practice descriptions and biographies
- Improve existing content for a goal (e.g. SEO)
- presentation sketches
- reuse content
- Social Media Posts
- web copy
- Podcast Show Notes
- Video Summaries
- marketing plans
- conference research
- brochure copy
- pitches and suggestions
- competitive intelligence
- company research
- survey creation
- Press release help
- Suggestions and recommendations for tools and resources
- speech writing
- Outlines for blog posts or customer notifications
- Email Copy Help (Subject Lines, CTAs)
Stefanie suggests getting the best results from these tools by being as specific as possible in your prompts, and then using the responses only as a starting point—a framework for further exploring these topics.
Overall, using AI to create and distribute content can enable companies to deliver higher-quality content through channels that are more likely to reach your readers.
Artificial Intelligence & eMarketing / CRM
AI is integrated into CRM and email marketing systems in a groundbreaking way. The analytical power of AI has enabled law firms’ email marketing campaigns to become more effective and engaging for their readers with exciting new features like timing optimization, dynamic content optimization, and subject line expansion. By analyzing past interaction patterns and behaviors of your target audience, artificial intelligence can recommend the best times to send email campaigns that result in greater engagement. It can also make suggestions to improve the subject line and change content dynamically, resulting in higher open rates and higher click-through rates.
Businesses are also harnessing the natural language processing power of AI to glean insights from email campaigns and other communications about customers and where they might be in their business Life cycle phase, which can then be fed into the CRM system. By analyzing client data and behavioral patterns, AI can identify clients who may be interested in additional services or who are at risk of leaving the firm, allowing law firms to take proactive steps to retain them.
Limitations and concerns when using artificial intelligence
As law firms explore the potential of AI in their marketing strategies, it is important to understand the limitations and challenges of this technology. Although it may seem omnipotent and knowing, it has limits. ChatGPT and similar tools have limited knowledge, which means some of the information provided may be outdated or completely wrong. This is why it is so important to always double check the information provided. The best marketing strategies for your business depend on your unique goals and challenges, as well as the resources you have — and the people on your team who can pull together information and use their expertise and creativity to shape marketing programs and strategies develop.
As you may have realized from this post, artificial intelligence systems rely on large amounts of data, including personal information about customers and potential customers. Law firms need to ensure they use AI tools in a compliant manner data privacy And Confidentiality Requirements and Best Practices.
Chris and Stefanie explored all of this in more detail, explaining the countless ways ChatGPT and other tools can be used by legal marketers. They provided suggestions and ideas for best practices and how to use these tools ethically and implement safe use policies in your organization. You can view a recording of the webinar here.