Biglaw, Small Law Firms

Marketing Roundup: ROI Metrics, Logo Lessons, Bios By AI

Tech management insights from the Legal Marketing Association.

By KATHERINE HOLLAR BARNARD  
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success-5382632_1280 (2)As a part of the Legal Marketing Association’s new partnership with Above the Law, each month we’ll share a roundup of insights and intel from Strategies & Voices, the online trade journal dedicated to the craft of legal marketing.

This month’s articles focused on Technology Management — the art and science of identifying, implementing, and effectively managing the technology that supports marketing and business development.

Marketing Metrics

Much of the content shared practical tips for measuring the marketing ROI of various tactics:

  • How Analytics Can Inform Your Social Media Marketing offers an accessible, 360-degree trip around the complex realm of social media analytics. These insights will help you apply the data to channel your social media efforts in ways that work.
  • How to Use GA4 to Power Marketing Decisions in 2024, Part 1 and Part 2, offers timely, helpful guidance about changes to Google’s important website analytics tool and how to make the most of them. The tool, which many law firms have used as the basis for informed marketing decisions during the past 15-plus years, has a key user deadline approaching July 1.   

Logos for Print and Digital: A Checklist

Meanwhile, Graphics For More Than Digital: A Checklist broaches the oft-overlooked truth that graphics built for a website can present much differently off the screen. You’ll want to copy down this helpful checklist for evaluating logo design and branding packages that work in any space.

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AI in Practice

While published a bit before May, there’s one more article worth a look: Enhancing Efficiency: Leveraging the Power of AI for Writing Associate Bios tells how one firm cut the time needed to draft associate bios by 70 percent using specific prompts and an AI composer.

The Technology Management topic continues through June, with scheduled content that will share how to develop more effective AI prompts and how to make the most of your technology purchases.

Technology or beyond, do you have a compelling case study about your firm, or marketing insights to share? Share your ideas with Strategies & Voices today.

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Katherine (Katie) Hollar Barnard is the managing partner of Firesign | Enlightened Legal Marketing, a communications agency for law firms and legal service providers. She also serves as co-chair of the LMA’s Strategies & Voices editorial committee.

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