Major Legal Marketing Developments of 2023
By: Fayeruz Regan, Marketing Content Manager at Allen, Allen, Allen & Allen
This year has been so packed with sensational headlines that claims of alien activity were just a blip on our radar. The world of legal marketing is no different, and we’ve seen sweeping changes across our industry. Below are a few of the major changes that took place in 2023.
AI
What would 2023 be without touching upon artificial intelligence (AI)? This technological phenomenon has fostered change in multiple industries, including the legal profession. Attorneys were understandably nervous when a lawyer used ChatGPT to create a court filing, and slightly relieved when it went awry. In legal marketing, AI is ubiquitous. Marketing software like Constant Contact repeatedly offers up AI services when sending newsletters, Google Bard can help when marketers are in a copywriting bind, etc.
The obvious cause for mistrust surrounding AI is fear of getting replaced. This is especially true for those in white collar jobs, who would prefer that AI be used to clean plastic out of the ocean rather than to replace writers and graphic designers. But as we are familiarizing ourselves with AI, it benefits all of us to think of it as a tool, rather than a threat. As a writer, I had my misgivings. But though I could churn out an article, I’ve always had trouble creating catchy titles. I leaned on AI to cover my weak spots when drafting our fall newsletter. What subject line did ChatGPT offer? “Pumpkin Spice and Legal Advice.” I was sold.
E-Portals
From law firms to credit card companies, clients are hungry for a more personalized experience. Technology can sometimes be a barrier to a customer feeling heard. See: Anyone on hold for a company asking for voice prompts. You can feel the undertone of rage with every repeated, “Customer service.” If they say, “Human!” – they are at a tipping point.
To bring clients more into the fold, law firms are quickly developing e-Portals. Marketing teams play a major role in creating these portals. From writing copy to quality assurance, they must verify that the portal provides the fitting tone for their brand. Clients can sign into their own page and get updates on their case. No waiting on the phone, or standing by for an email response. Updates are delivered in real time, and clients can check in at their own convenience. Whether it’s submitting paperwork or scheduling hearing dates, it’s all at the tip of their fingers.
Mansfield Rule Certification
Data on the legal industry shows that the leadership in law firms does not reflect the diversity of our society, or even the workforce within a law firm. Because lawyers leave a very strong footprint in society, equity at the leadership level is crucial.
The Mansfield Rule is a detailed certification process, designed to not only talk about diversity in the workplace (such as creating a diversity statement), but to put those values into action. The process ensures that all talent at participating law firms and legal departments have a fair and equal opportunity to advance into leadership roles. The Mansfield Rule is focused on broadening the talent pool in marketing and beyond, including those historically underrepresented in the legal profession.
Holistic Client Care
In the days of yore, attorneys practicing business or tax law would simply address the lawsuit or issue that brought the client in the door. Those days are ending, as we are beginning to see law firms offering a more holistic service to their clients.
Rather than simply addressing the lawsuit or paperwork needed for any particular case, attorneys are taking a broad view of their clients’ businesses, going beyond legal advice. Can you guess what is included in this holistic approach? If you guessed marketing advice, you are correct! To maintain a long-standing partnership with clients, many lawyers are creating more touch points for business help. Marketing teams offer advice on social media trends to boost clients’ business profiles, or up-and-coming neighborhoods to open a new location in. Input from marketing helps to make firms even more indispensable to clients.
Digital E-Filing
The legal profession is known for dragging its feet when it comes to adapting to new technology. Marketing teams within law firms are usually the ones toeing the line, since, let’s face it – constant change is one of the facets to working in marketing.
Filing legal work into the court system has historically been done via snail mail, or in person. But 2023 saw even more law firms finally jumping on board with e-filing, which is a way to electronically file paperwork into the court system. Across the country, legal marketing teams have been tasked with researching and comparing e-filing companies, since they vet more vendors than any other department in law firms, such as caterers, photographers, and venues. And I’m pretty sure that at some of these firms, legal marketers have been tasked with showing some of the old-schoolers how to complete a transaction.
Change is truly the constant to working in marketing, and I’m sure next year’s list will have a whole new set of changes. Until then, have a very happy holiday and a wonderful 2024!