The Marketing Moment | June 2024

Discover five impactful articles to enhance your legal marketing efforts! From leveraging AI for small business marketing to mastering UTM parameters, these pieces offer practical strategies and expert insights that pack a big punch.

Whether you're exploring AI-driven tools or improving clarity in law firm dynamics, this edition of The Marketing Moment is your guide to elevating your legal marketing efforts!

• From Confusion to Clarity: How to Set Clear Expectations in Your Law Firm ?? | Avoid burnout and foster a great work environment with these tips
• LinkedIn Disables Tool for Targeted Ads to Comply with EU Tech Rules ????| LinkedIn follows new EU rules and changes the ad game for global firms with an EU presence
• How to Use AI to Market Your Small Business ?? | From boutique firms to global firms, every firm should take note of the ways small businesses are leveraging AI-powered tools
• Instagram Chief Shares Insights Into Its Algorithms, Creator Monetization, and More ?? | Adam Mosseri shares the platform’s latest insights and what law firms need to know

• Mastering UTM Parameters: A Legal Marketer’s Guide ?? | Discover how to track your campaigns with precision and gain valuable insights into your legal marketing efforts?

From Confusion to Clarity: How to Set Clear Expectations in Your Law Firm

In the high-pressure legal marketing world, unclear expectations can wreak havoc on team dynamics and individual well-being. Uncertainty about roles, deadlines, and performance metrics can lead to inefficiencies, heightened stress, and eventual burnout. In this article, writer Jamie Spannhak explores how setting clear expectations can foster a healthier, more productive work environment.

Ambiguous directives from senior partners and undefined responsibilities breed stress and disengagement. This article delves into the negative impacts of unclear expectations, including role ambiguity, constant anxiety, and a lack of control.

By addressing these issues head-on, law firms can cultivate a supportive atmosphere where everyone knows their objectives and can manage their time effectively.

If you are ready to transform your firm’s work environment and build a cohesive and resilient team, click here!

LinkedIn Disables Tool for Targeted Ads to Comply with EU Tech Rules

Global law firms in the EU should be aware of some of the ad targeting changes LinkedIn has just announced, and U.S. firms should bookmark this update, too.

Microsoft's LinkedIn has halted the use of a tool that allowed targeting ads based on sensitive personal data to comply with EU regulations.? This decision follows complaints by civil society organizations and a request for information from the European Commission.

The Digital Services Act (DSA) mandates that online platforms give users more control over their data, including an option to disable personalized content. It also prohibits using sensitive data, such as race or political opinions, for targeted ads. The result is that LinkedIn will no longer allow targeting through LinkedIn group members in the EU to avoid the misuse of sensitive data.

If you want to explore the politics, legal aspects, and implications of this decision more deeply, read the full article.

How to Use AI to Market Small Business - And What Law Firms Can Learn from Small Business

Navigating the competitive landscape of law firm marketing can be daunting, but the rise of AI tools offers a silver lining for legal marketers.

In this very complete article by Hubspot, writer Jenny Romanchuk delves into practical ways AI can elevate your marketing strategy, regardless of the size and scale of your firm.

Most law firms can maximize their legal marketing efforts by utilizing AI and many tools that small businesses leverage to be used for smaller practices and firms.? Some of the ways small businesses are using AI include content creation and personalized marketing powered by AI. Utilizing both these options can drastically improve conversion rates. Additionally, AI can help small businesses and law firms analyze customer/client behavior, predict audience actions, and even automate email campaigns for maximum impact.

We are often asked what AI tools can help legal marketers work more streamlined. This article gives several. If you're looking to empower your marketing efforts with AI tools and strategies, this article provides insights and pro tips to do just that.

Instagram Chief Shares Insights Into Its Algorithms, Creator Monetization and More

Adam Mosseri, CEO of Instagram, revealed his latest insights into the platform's algorithm and creator monetization strategies.?

Here are some of the topics he touches on, which we think most legal marketers will find relevant to their social media strategies:

• The transformative impact video content holds on engagement. Law firms can note that when using LinkedIn, video may be the best option for maximized engagement vs. stagnant photos of graphics.

• The platform’s shift towards AI-driven recommendations (similar to TikTok’s). This means that watch time, keywords in titles and scripts, and engagement on Instagram will become key metrics for a successful Instagram content piece.
• The importance of private sharing through "Sends" for maximizing post reach. This means that law firms should consider more creative call-to-actions than just “link in bio” and experiment with call-to-actions on their posts like “send to a friend or colleague.”

• How the platform promotes healthier content and prioritizes individual creators over institutional publishers. This means law firms should consider promoting their individual lawyers to create content on personal Instagram accounts (presuming this channel is important to their target market) instead of focusing too heavily on the firm’s branded Instagram account.

• Intriguing details on video viewing habits and concerns over platform bans.

With these insights, Instagram aims to enhance user experience and support creators in a rapidly evolving digital landscape. Read the full article to dive deeper into these critical strategies that are shaping Instagram's future and may be important to your law firm’s marketing success.

ICYMI: Mastering UTM Parameters: A Legal Marketer’s Guide

We've crafted an in-depth article explicitly tailored for legal marketers, delving into the art of mastering UTM parameters!

In this comprehensive piece, we explore the indispensable role of UTM tracking in digital marketing. Discover how these strategic codes empower you to pinpoint traffic sources precisely and gauge user engagement accurately. We break down essential UTM parameters such as Source, Medium, Campaign, Term, and Content, providing actionable insights into setting them up effectively.

Moreover, our article shares invaluable best practices for maintaining consistent and accurate tracking across all your marketing initiatives.

By implementing these practices, you'll be able to make informed, data-driven decisions that optimize your marketing budget and campaign effectiveness.

Ready to elevate your digital marketing strategy with UTM tracking? Dive deeper into these insights and explore tools designed to enhance your tracking capabilities by reading the full article here.

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