Using Hyper-Personalized Content As Part of Your Legal Marketing Strategy

Hyper-personalization in content has become an effective marketing strategy in today’s competitive marketplace. As your law firm looks for new ways to make connections with potential clients and differentiate itself from the competition, using this strategy can help you create content that resonates with each individual. Creating highly personalized legal content can mean the difference between attracting and securing the right types of clients and missing the altogether. Here’s what you need to know. 

What is Hyper-Personalization and How do You Create Highly Personalized Legal Content?

Hyper-personalization is an advanced way of marketing your law firm’s message to individual clients or prospects. It leverages AI, analytics, big data, and automation to create targeted and custom content experiences in real-time. 

With standard personalization, a person might receive an email with their name inserted into the subject line or a geo-targeted social media ad, both of which serve relevant marketing content. While somewhat effective, it’s a common strategy used by businesses. Admittedly, many people have become “blind” to receiving emails with their names filled in to make them more personal. 

Hyper-personalization seeks to take this strategy to the next level. This strategy taps into the countless data points available from social profiles, mobile apps, website cookies, and other connective devices to gather real-time data on each prospect. This allows for highly individualized marketing messages to be sent at the right time and place to produce optimal results. 

Should Your Law Firm Personalize Content for Its Audience?

As more brands have adopted personalization strategies, it has created a certain level of expectation among consumers. Gone are the days when general advertisements to all potential clients would successfully boost engagement and drive conversion. Now that the technology is available for brands to be more personal and unique, consumers expect it. 

According to Segment’s annual personalization report, more than 9 in 10 companies are using AI-driven personalization for business growth. And more than half (51%) of consumers say they will become repeat customers after a personalized experience. 

Personalization can also improve the efficiency of your marketing efforts. According to the Harvard Business Review, this strategy can deliver up to eight times the ROI on marketing spend and increase sales by 10% or more. 

There is also a risk in not personalizing content. Because the digital space has become so crowded, many consumers are more discerning about the brands they follow. Roughly 69% of consumers say they’ve “unfollowed” a brand on social media. If you aren’t serving up interesting, engaging, and personalized content, your audience might turn to a competitor who is.

Examples of Highly Personalized Legal Content in Digital Marketing

The legal industry has many parallels with the financial industry, and it’s an excellent one for illustrating the use of hyper-personalization in marketing. According to one survey, 89% of U.S. consumers state that trust is extremely important when choosing their primary financial institution. 

Financial institutions and banks use hyper-personalization for product offers and customer service. They analyze customer interactions and transaction histories to deliver personalized financial advice. Here are a few examples of hyper-personalization in marketing:

• Landing pages — The law firm with the right hyper-personalization tools can create customized campaigns using data detailing customer locations, preferences, and more.
• Digital ads — Most legal consumers begin their engagement online. Law firms can leverage hyper-targeting to show the customer ads that are unique to their wants and needs. 
• Recommendation engines — The algorithm will use data points it collects to present personalized content and service recommendations tailored specifically to a website visitor.
• Service chatbots — Using a combination of conversational AI and data harvesting, website chatbots learn about what the client needs and deliver personalized support. 
• Pre-populated applications — Existing customer data can be used to pre-populate various applications to speed up the process of certain actions, like filling out forms, which saves the client time and frustration. 

Components of a Successful Hyper-Personalization Legal Marketing Strategy

Today’s clients expect more personalized experiences, even from law firms. New advancements in AI and data analytics make it possible to deliver tailored services and content. This fosters stronger client connections and relationships. Here are the components of a successful hyper-personalization legal marketing strategy:

1. Collect and Analyze Data

Data is the foundation of hyper-personalized marketing strategies. According to an Eloqua Benchmark Report, companies with consistent data collection and hygiene processes generate 400% more leads than those that don’t. Because of the sheer volume of data available today, it’s vital that you address how you’ll mine this information efficiently. 

2. Craft Engaging Messages

Your firm can create a series of engaging messages that apply to a wide variety of situations, such as a prospect who is considering divorce but is concerned about finances or a person who has just had their second DUI. 

3. Personalize Your Marketing

As you mine and analyze data from a visitor’s previous engagement with your brand, you can start delivering more hyper-personalized messages to them through chat, email, video, and even blog posts. Instead of sending out cookie-cutter content that may or may not be relevant, your content will be so targeted to the client’s wants and needs that it will be more likely to produce results. 

4. Leverage All Channels

Websites, email, social media, and smartphones offer advanced levels of personalization and customization. As you begin to create more targeted marketing messages and distribute hyper-personalized content, don’t just stick with one channel. Mix it up so you have a greater chance of making those lucrative connections. 

5. Perfect Your Timing

The data you collect can also tell you about your audience preferences with respect to timing. When will they be more likely to respond to marketing messages or be active online? This can help you determine the optimal timing for your campaigns. 

6. Track Your Results

Identifying the most effective elements for a hyper-personalized strategy can be challenging. Fortunately, you can test your methods, track your results, and make adjustments to achieve a strategy that works best for your business. 

Ready to Get Started Making Connections With Your Audience?

Creating highly personalized legal content is a new strategy your law firm can use to show you understand and are ready to meet the needs of your potential clients. Your firm can benefit from this strategy because it builds client loyalty and generates positive referrals. But you need the right knowledge and resources to execute it. We can help. 

At Too Darn Loud Legal Marketing, we take pride in offering our law firm clients cutting-edge legal marketing solutions that produce results. Our legal marketing specialists will learn everything possible about your firm and its goals before recommending a customized digital marketing strategy for your business. Give us a call at (800) 649-1764 or contact us online to schedule a free initial consultation.