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Six Ways Law Firms Can Use Artificial Intelligence in Their Marketing Technology Efforts


Artificial intelligence is here to stay and law firms would be wise to learn how to use AI tools to their advantage, particularly in their marketing and business development efforts. Small and mid-size law firms with limited staff and resources could especially benefit from utilizing AI tools in their marketing strategy and tactics – particularly in the areas of marketing technology. Here are six ways law firms can use artificial intelligence in their marketing technology efforts:

  1. Personalization: AI can help law firms deliver personalized content and campaigns to their target audience, increasing the effectiveness of their marketing efforts.
  2. Lead generation: AI can be used to identify potential clients and generate leads through the analysis of data such as web traffic and social media activity.
  3. Content marketing: AI can help create first drafts of content – blog posts, articles, presentations, outlines, speeches, social media posts, video scripts, survey questions – just make sure to review the content and add your unique perspective to it.
  4. Chatbots: Law firms can use chatbots on their website to answer common questions and provide information to potential clients.
  5. Email marketing: AI can be used to optimize email campaigns by identifying the most effective subject lines and messaging for different audience segments.
  6. Predictive analytics: AI can help law firms predict client behavior and identify potential opportunities for new business.

By using AI in their marketing efforts, law firms can improve efficiency and effectiveness, while also enhancing their marketing technology efforts. Note that generative AI is nothing without skilled people using it, so make sure to review all of the content and outputs before you put it out in the market.

Watch a video training with Chris and Stefanie on how law firms can use artificial intelligence tools such as ChatGPT to enhance their marketing and business development efforts, recommendations for practical AI tools worth considering, and suggestions on how to use these tools effectively and responsibly.

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