Artificial Intelligence: Marketing your Law Firm with AI

By Kent Berk on June 2nd, 2024 in PROBATE LITIGATION

As artificial intelligence continues to rapidly advance, there are new opportunities for legal marketing. The ability of AI to process and generate human-like text and images enables law firms to engage more deeply and effectively with potential clients. This technology not only automates mundane tasks but can enhance the quality and personalization of client interactions, content creation, and overall digital presence.

The potential to generate relevant content more quickly, streamline operations, tailor communications, and analyze data more effectively means that AI is not just an operational tool, but a strategic asset that can save you time, drive growth and make your firm more competitive.  Here are some ideas:

1. Content Creation: Generate high-quality, informative content such as blog posts, articles, and newsletters that address common legal issues, updates in law, and guidance on various legal issues. You can ask AI to write content with a particular tone or grade level and easily ask AI to revise or generate different versions of the same article.  This content can enhance your website’s SEO and keep it updated with relevant information.
2. Image Creation: Studies show that readers more deeply engage with content that also includes images. Using AI, you can describe and ask AI to create images that correspond with your content.  For example, I recently posted an article about the new Arizona Uniform Partition of Heirs Property Act and asked AI to create an image of a house being torn apart to go with the article.  Check it out here or scan the QR code: com/arizona-uniform-partition-of-heirs-property-act:
3. Client Interaction: Automate initial client interactions on your website with chatbots powered by AI. These bots can answer basic questions (e.g., rates, practice areas, availability), gather client information, and even schedule consultations, making the process efficient and user-friendly.
4. Email Marketing: Craft personalized email campaigns that engage potential clients based on their specific legal needs or previous interactions with your firm. AI can help segment audiences and create tailored messages that resonate with each group.
5. Social Media Management: Generate engaging posts and responses to comments on social media platforms. AI can help maintain an active presence online. Some social media services now have built-in AI capabilities.
6. Market Research: Analyze trends and preferences in your practice area. For example, ask AI to compare your website to others and suggest improvements or identify gaps in information for which readers are searching.  This can help make informed marketing decisions and improve the content on your site.
7. Feedback Analysis: Use AI to generate surveys, request reviews and analyze feedback from clients. AI can identify common themes and areas for improvement, helping your firm enhance its services and marketing strategies.

While AI may not yet be able to pass the bar exam, it has robust capabilities that can enhance your marketing efforts.  Whether it’s drafting the perfect email, charming potential clients on social media, or simply freeing up your schedule to focus on what lawyers do best—lawyering—AI can help.  Of course, be aware of and comply with applicable ethical and legal requirements, which are beyond the scope of this article.

Reprinted from the Maricopa Lawyer, June 2024.