Empowering Legal Marketers: DIY Strategies and Tech Hacks for Small Firms on a Shoestring Budget

In the quest for efficiency on a limited budget, small and midsize legal firms are turning to DIY marketing strategies. Lauren McNee Doherty and Laura Gutierrez, legal marketing experts, share insights and tools gleaned from the 2023 Legal Marketing Association Midwest Conference in Chicago in a recent AttorneyatWork article. Their approach involves owning the marketing process entirely when resources are scarce. A few favorite DIY legal marketing hacks include leveraging automation through tools like Zapier and Slack, using Bitly for branded short links, employing Grammarly for proofreading, and harnessing project management tools like ClickUp.

The discussion then delves into two trending topics for DIY legal marketers: Artificial Intelligence (AI) and Search Engine Optimization (SEO) / Search Engine Marketing (SEM). For AI, they suggest using generative AI tools such as ChatGPT for content brainstorming, editing, and summarization. Additionally, AI legal assistants like Casetext’s Co-Counsel can aid in research and identifying new practice areas. However, they emphasize the importance of fact-checking generated content and avoiding AI hallucinations.

Concerning SEO and SEM, the experts provide workflow hacks and tech tools. They highlight the significance of understanding the target audience, utilizing free SEO tools like Neil Patel’s UberSuggest, and keeping up with Google algorithm changes for sustainability. Emphasis is placed on creating high-quality, informative content rather than relying solely on keywords. The session encourages legal marketers in small and solo teams to integrate technology efficiently, using it as a supplement rather than a replacement for their work. The overarching message is clear: DIY marketing, empowered by the smart use of technology, is a viable strategy for smaller legal firms with limited resources.