Innovations in Legal Tech: How AI and Automation Are Shaping Legal Marketing

The legal industry, long surrounded by tradition, has been experiencing a digital transformation driven by various technology advancements. Legal tech, a field that combines innovative technology with legal expertise, is redefining how legal services are accessed and delivered. 

While law firms and legal professionals are leveraging legal tech for things like contract delivery and case research, it has other uses as well. Specifically, technology innovations are helping law firms get found and chosen by their target clients. Here’s how legal tech is also influencing legal marketing. 

1. AI and Machine Learning

Similar to many other industries, Artificial Intelligence (AI) and machine learning are taking the marketing and legal sectors by storm. The applications for these technologies seem to be endless. 

AI technologies in marketing are transforming the way businesses connect and engage with potential clients and accomplish tasks. One example is AI-driven chatbots, which is a solution that many law firms are adding to their websites. These automated solutions can engage with potential clients around the clock and provide some basic information, such as your office hours, practice areas, and even availability for consultations. 

Machine learning (ML) is transforming the way legal marketing learns about the wants and needs of its target audience and the latest market and legal trends. These automated assistants can reduce or eliminate repetitive tasks and free up time for other high-value endeavors. 

2. Extended Reality

Virtual reality (VR) and augmented reality (AR) are two technology innovations being used with more frequency in marketing. The first puts the user into a completely virtual setting, and the second allows users to control their presence in the real world. In fact, AR can be accessed with a smartphone. 

It’s a new technology, but interest in it has soared. Internet searches for “the Metaverse” increased by 7,200% in 2021 alone. While the impact on the legal industry likely won’t be profound for several years, there are some implications for legal marketing. 

Law firms can use VR/AR technology as a novel way to promote their services. Specifically, a firm could provide clients with a virtual client experience. This technology can also provide greater insight into a law firm’s particular expertise and culture. 

3. Data-Driven Marketing

There is more data available to legal marketers than at any time in the past. On one hand, consumers have many concerns about their personal data getting into the wrong hands. On the other, many consumers say they appreciate it when brands offer a more personalized marketing message, which can only be done using data. 

Data-driven marketing allows legal marketers to ethically collect, analyze, and leverage available data for a variety of purposes:

• Personalized messages — This data can help your firm deliver personalized messages to clients via email or chat. 
• Better decision-making — Data can allow your firm to analyze trends and make better decisions about where to dedicate marketing resources. 
• Real-time adjustments — Using AI-powered insights, your legal marketing team can get the best possible results from your content marketing, social media marketing, and paid advertising campaigns. 

4. Audio Marketing & Voice-Search

As the popularity of virtual assistants and smart speakers continues to soar, audio marketing and voice search optimization have become significant legal marketing trends. Consumers who need legal services are just as likely to ask Siri, Alexa, or Google Assistant who they should turn to or even pose legal questions to this technology. 

Voice searches tend to be longer and more conversational than traditional text-based searches. This requires a different SEO strategy for legal marketers. If you want your law firm’s content to show up, it must be optimized using natural language and long-tail keywords. People are more likely to ask these digital assistants who, what, when, where, and why questions. Your content should have these types of answers. 

Many voice searches are also location-based, such as “Alexa, find a DUI lawyer near me.” Law firms can leverage audio marketing by including geographic references throughout website content. It’s also critical to have a well-optimized Google Business profile and social media marketing campaign. 

5. Social Commerce

As of January 2024, there are over 5 billion social media users worldwide, which is roughly 62% of the global population. The average user spends nearly two and a half hours daily on social sites, and legal consumers are more likely than ever to turn to these platforms when they need answers to questions or legal referrals. 

Social commerce is a fairly new strategy that involves “selling” products or services on social media platforms in addition to promotion. While law firms won’t necessarily sell their services, they can make stronger connections with potential clients using some of the same strategies. These include things like short-form video content, live streaming, and delivering branded messages to boost engagement. 

6. Marketing Automation

One of the most significant benefits of MarTech, or marketing technology, for the legal industry, is that not everything needs to be done manually anymore. This not only saves time and money but also delivers better overall results for your business. 

When your firm gets a new prospect via its website or social media, you can create an automated system for nurturing that prospect. Specifically, personalized email or text messages can go out at specified intervals to prompt that person to check out your content or call you if they have any questions. 

Chatbots are another example, which can free up your office staff to handle other things instead of responding to basic and repetitive questions via phone or email. Finally, some AI-powered tools are helping to optimize online ads and content so they produce the best possible results. 

Take Your Law Firm’s Marketing Strategy to the Next Level

Now that you understand some of the innovations in legal tech, you’re probably ready to move forward with an effective legal marketing strategy. We can help. Too Darn Loud Legal Marketing specializes in results-driven digital marketing solutions for legal professionals. 

Our team of professionals will learn as much as possible about your law firm as we assess your current digital marketing program. We will recommend a customized solution that will help your firm increase awareness and drive new referrals. Call us at (800) 649-1764 or contact us online to schedule a free consultation and website evaluation.