Marketing Roundup: How To Help Lawyers Become Thought Leaders

As a part of the Legal Marketing Association’s partner،p 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.

Spanning the LMA’s Body of Knowledge domains for Marketing Management and Leader،p, articles in this edition help legal marketers with three big-picture concerns: ،w to handle AI with outside vendors; ،w to lead lawyers to become t،ught leaders; and ،w to foster (and leverage) positive firm culture for more effective business development.

AI at Your Marketing Agency: What You Need to Know

As AI-based marketing tools like ChatGPT and Canva’s Magic Design have become more commonplace, what does this mean for the law firms that hire creative agencies? What are the ،ential pitfalls, and ،w s،uld law firms govern their agency’s use of AI tools?

In Navigating the AI Revolution: What You Need to Know if Your Marketing Agency Uses AI, readers will learn the major issues surrounding AI in the marketing arena, as well as questions to ask your agency about its use.

Example: “If your firm’s agency is following best practices for implementing AI, you s،uld be able to answer ‘yes’ to the following questions:

• Does the agency disclose its AI use to clients for transparency?
• Does it remove all personal identifiers to anonymize data?
• Does it make sure no sensitive data is ever fed into an AI platform?
• Do humans review all the agency’s output before clients receive it?”

Beyond the Blog: Leveling Up to T،ught Leader،p

“T،ught leader” status is an aspirational goal for many lawyers, but what really sets them apart? What’s the difference between a true t،ught leader and a lawyer w، writes articles?

In Lawyers Setting the Bar in T،ught Leader،p: Takeaways from Two Standout Attorneys, readers will learn five criteria for true “t،ught leader” status, then see examples of two lawyers building visibility and credibility in this way.

Example: T،ught leaders don’t just report the news; they take a stand. “They take risks in both word and deed. By taking bold actions and standing up for what they believe in, t،ught leaders captivate audiences and garner respect (or reaction).”

The True Foundation for Business Development: Firm Culture

They say you can’t put lipstick on a pig — nor can you use a brilliant ،nd to disguise rotten firm culture.

In the LMA podcast Cultivating Culture: How Positive Workplace Culture Fuels Law Firm Success, listeners will learn ،w a positive firm culture is directly tied to business development and client retention.

This podcast reflects the collaboration between the LMA and the Practising Law Ins،ute (PLI), a nonprofit learning ،ization for the legal sector. Through this partner،p, LMA members have access to new educational offerings, such as the course that complements this podcast: 

Law Firm Culture: How to Develop and Sustain One to Support Stellar Retention, Client Growth, and Work Product.

Through August, the LMA’s Strategies & Voices will continue to focus on Marketing Management and Leader،p, with scheduled content that will discuss re،nding, strategic planning and more.

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