Marketing Roundup: Free Research Tools, Cross-Selling Plans, AI Tips
What you missed this month from the Legal Marketing Association.
As a part of the Legal Marketing Association’s partnership with Above the Law, each month we’re here to share a roundup of insights and intel from Strategies & Voices, the online trade journal dedicated to the craft of legal marketing.
Articles in this edition help legal marketers research a budget, plan for more effective cross-selling, find a balance between AI and human writing, and navigate career crossroads.
Money for Nothing? Research for Free
AI Presents Both Opportunities And Risks For Lawyers. Are You Prepared?
Competitive intelligence is a growing part of legal marketers’ responsibilities, but not every firm has robust budgets for research tools. In Research for Free: A Treasure Trove of Open Access Research Tools for Better Client Relationships, readers receive a list of options for finding free information on clients and prospects, as well as monitoring client- and industry-specific trends and pain points.
Key tip: You can discern a company’s priorities in the legal, regulatory and compliance realms by reviewing their lobbying spend on sites like Open Secrets.
A Guide to Growing Client Relationships
It’s cliche because it’s true: Expanding business with current clients is easier than landing a brand-new client. But this must be done thoughtfully to ensure your efforts enhance — and not jeopardize — your most important relationships.
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Curbing Client And Talent Loss With Productivity Tech
Happy Lawyers, Better Results The Key To Thriving In Tough Times
AI Presents Both Opportunities And Risks For Lawyers. Are You Prepared?
Happy Lawyers, Better Results The Key To Thriving In Tough Times
Maximizing Potential: A Client-Centric Approach for Relationship Growth guides legal marketers through a process for cross-selling, from what intel to collect to what specific tactics may work best.
Key tip: Look beyond the financials when you are evaluating which clients to target. As the article advises, ask: “Do attorneys at the firm enjoy working with them? Do they pay their bills on time?” Do not waste your time developing strategies for unsavory candidates.
AI and Writers: Finding the Right Mix
While AI continues to dominate headlines in the business and legal press, it’s especially important for marketers — as purveyors of the written word — to know when and how to deploy tools like ChatGPT.
In AI and Writers: A Recipe for Success in Legal Marketing, readers will learn about AI’s strengths and limitations, as well as ideas to spot-test use of large language models.
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How The New Lexis+ AI App Empowers Lawyers On The Go
Law Firm Business Development Is More Than Relationship Building
Key tip: Use AI to refine your text for consistency in style and tone – especially helpful for documents that might have multiple lawyer editors.
Bonus: Take Charge of Your Career
In the latest LMA podcast, three legal marketing professionals talk about how and when to plan for a career move. Career Crossroads: Strategies for Growth and Success can help listeners build proactive strategies for long-term growth (and happiness too).
Do you have a compelling case study about your firm, or marketing insights to share? Share your ideas with Strategies & Voices today.
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.
