In today’s digital-first world, attorneys are constantly looking for ways to streamline their marketing efforts without sacrificing the personal touch that clients value. That’s where artificial intelligence (AI) is making a significant impact. In a recent webinar, seasoned attorney Gary Allen and digital marketing expert Matt Newbill explored how AI can help lawyers market smarter, not harder.
Enhancing Relationship-Based Marketing with AI
One of the key takeaways from the discussion was AI’s ability to support—not replace—relationship-based marketing. Gary and Matt emphasized that AI should be seen as a tool to make human efforts more efficient. Rather than automating all interactions, the goal is to use AI to free up time, allowing attorneys to focus on building genuine connections with clients and referral partners.
Microsoft’s Copilot, for instance, was highlighted as a powerful tool that operates within the Microsoft suite while offering privacy controls. It can assist with tasks such as drafting follow-up emails, brainstorming outreach strategies, and helping attorneys stay consistent with client communication.
Personalized Outreach and Content Creation
AI tools can dramatically simplify the creation of customized content. Whether it’s an email to a potential referral partner or a guide for therapists on state-specific legal issues, AI can help generate thoughtful, informative resources tailored to specific audiences.
Gary and Matt explored how tools like Copilot and ChatGPT can be used to develop educational materials for professionals who frequently interact with potential legal clients. These materials—such as referral checklists or workshop outlines—can help build trust and establish a lawyer’s expertise without demanding hours of writing.
Cost-Effective Marketing Assistance
Hiring a marketing agency can be costly, especially for smaller firms. Fortunately, AI tools can fill many of the same gaps at a fraction of the price. During the webinar, Gary and Matt explored how AI can be used to create social media posts, memes, blog topics, and even client personas—streamlining content strategy development and reducing reliance on outside vendors.
They demonstrated how tools could create detailed marketing personas, which help law firms understand and connect with their ideal clients. By identifying emotional drivers and specific needs, attorneys can tailor their messaging to resonate more deeply with their audience.
Leveraging Microsoft Tools for Strategic Insights
Beyond content creation, AI tools included in existing subscriptions (like Microsoft 365) offer surprising value. Gary and Matt discussed how to use these tools to estimate search volume for keywords like “divorce attorney in Boise, Idaho” and analyze competitors’ digital presence. This type of data-driven insight can guide strategy, helping law firms position themselves effectively online.
They also stressed the importance of aligning marketing messages with the needs of target personas, like “Sarah,” a hypothetical client searching for family law support. By crafting content that speaks directly to Sarah’s concerns, firms can build trust and credibility right from the first Google search.
Ethical Use and the Future of AI in Law
While AI offers exciting possibilities, Gary and Matt didn’t shy away from discussing its limitations. They cautioned against feeding confidential or sensitive data into AI systems, emphasizing the importance of ethical usage and data protection.
Despite these concerns, the duo remained optimistic about the future. AI continues to evolve rapidly, and with proper oversight, it holds incredible potential to save time, increase productivity, and elevate the overall marketing game for legal professionals.
Final Thoughts
For attorneys ready to modernize their practice, AI offers a clear path to smarter marketing. With tools that can generate ideas, analyze competitors, and support personalized outreach, the technology is becoming a must-have in any forward-thinking law firm’s toolkit.
Whether you’re looking to improve efficiency, create targeted content, or simply save money, the thoughtful integration of AI into your legal marketing strategy can provide the edge you need to thrive in a competitive marketplace.
