In 2019, I wrote the “9-Step Guide to Building a Comprehensive Digital Marketing Strategy,” which to this day remains the most-read piece of content I’ve ever written. “Not too shabby,” I say to myself while brushing my shoulders off.

That being said, we’re quickly approaching the five-year mark since that blog came out, which has me wondering…what has changed? What’s the same? And most importantly, how can I help you level-up your digital strategy going into the new year? 

For legal marketers and lawyers, digital marketing is no longer simply “nice-to-have.” It is the cornerstone of your firm’s overall marketing plan. And with the onslaught of artificial intelligence (A.I.) tools, digital is rapidly approaching a new frontier I don’t want to miss.

So…do you have what it takes to succeed in 2024? And if not, how do you get it??

Step 1: Identify Your Ideal Client and Target Audiences (They’re not necessarily the same thing!)

This crucial step will help your law firm create tailor-made digital marketing campaigns that resonate with your target audience. This process includes understanding their pain points, needs, and demographics such as age, gender, decision-making behaviors, and location. Once you identify your ideal client, you can create accurate and detailed personas that will be the roadmap for your targeted campaigns.

Step 2: Define Your Brand Voice and Leverage A.I. Tools to Amplify it

Defining your brand voice is the next critical step in owning your law firm’s digital marketing strategy. Your law firm’s brand voice reflects your values, mission, and personality and differentiates your firm from competitors. Defining your brand voice includes identifying your brand’s tone, messaging, and guidelines. Your brand voice must be consistent across all digital platforms and resonate with your ideal clients.

A.I. tools can help with this by analyzing your existing content and replicating it to create outlines and even drafts of blog posts, social media content, and email newsletters. Your content will need to be reviewed and fleshed out by a savvy human, but A.I. can help with the hardest part of writing–getting past the blank screen–and can check what you’ve written for grammar errors and brand voice consistency.

Step 3: Analyze your current digital marketing efforts.

Before diving headfirst into building a new strategy, it’s important to take a moment to analyze your current efforts. Ask yourself:

• What has worked in the past? Why?
• What hasn’t? Why?
• What areas need improvement?

By answering these questions, you can identify the strengths and weaknesses of your current strategy and where to focus your efforts in the future.

A.I. tools can help! They can process huge amounts of data and identify patterns far beyond human capabilities. It can evaluate the effectiveness of current marketing strategies by studying user behaviors, engagement levels, and conversion rates. Armed with these insights, marketers can refine their strategies for maximum impact, optimizing their content and targeting to reach the right audience at the right time.

Plus, predictive analysis powered by A.I. can forecast future trends and enable proactive strategy adjustments.

Step 4: Create a content marketing plan.

Content is the backbone of any digital marketing strategy. To create a successful content marketing plan, you need to consider your audience’s needs and interests and tailor your approach accordingly. This may include writing blog posts, creating videos, designing infographics, and developing social media content. Your content marketing plan should include a schedule of when, how, and where each piece of content will be distributed.

A.I. tools like natural language generation (NLG) can assist in content creation, producing outlines and drafts to give you a running start. Your content creators will need to be comfortable working with A.I. tools, and have the expertise and time to revise and enhance what it creates. But working with the tool can enhance efficiency while maintaining consistency in your brand’s voice across all digital platforms. By integrating A.I. into your content marketing plan, you can optimize your content strategy, reach your target audience more effectively, and ultimately, achieve your firm’s marketing goals.

Step 5: Implement Search Engine Optimization (S.E.O.) techniques.

S.E.O. is about optimizing your online content to improve its visibility and relevance to search engines. For law firms, this means making sure your website is optimized for relevant search terms and keywords. Some basic S.E.O. best practices include optimizing meta tags, ensuring your website is mobile-friendly, and using high-quality content to drive traffic.

AI tools can automate technical S.E.O. tasks, including meta tag optimization and image alt text generation, freeing up valuable time and resources. By integrating A.I. into your S.E.O. strategy, you can improve your website’s visibility, drive more organic traffic, and ultimately, attract more potential clients.

Step 6: Track and Analyze Your Performance

The final step in owning your law firm’s digital marketing strategy is tracking and analyzing your performance. Measuring your digital marketing performance allows you to analyze what works and what does not. Performance metrics include website traffic, conversion rates, lead generation, and social media engagement. Tracking and analyzing your performance enables you to make data-driven decisions and optimize your digital marketing strategies.

The digital landscape is constantly evolving, and the law firms that succeed will be those that adapt, innovate, and embrace the power of A.I. tools. The steps outlined in this guide are your pathway to owning your digital marketing strategy and standing out in a crowded marketplace. Remember, it’s not just about staying afloat—it’s about sailing ahead. The future is digital, and the future is now. Start your digital transformation journey today. Your firm’s future depends on it.