Digital White Papers

6 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING AND BUSINESS DEVELOPMENT Taking Care of the Business: Six Trends in Legal Marketing relevant to them and their interests or needs. Many firms are using experience platform technologies to beer understand visitors' browsing paerns, how and where they interact with the website and what they do aerward, all of which allows them to beer direct those individuals to additional or useful content in the future. Cross-Channel Engagement Many firms are evaluating the wealth of content they have generated over the years and finding beer ways of sharing and reusing this content to tell a beer story and relate more effectively and consistently with prospective clients. These content libraries create value for the firm and, with the right technology, can be distributed to multiple channels and utilized across the client journey. Focusing on the needs of their clients, firms are integrating these content libraries with their websites, social media, blogs, video channels, email and even their one-to-one engagements to consistently drive a personalized conversation that is meaningful at the right time and where the client wants to engage. Marketing Automation Law firms traditionally have been heavy users of email marketing. These tools are great for bulk outbound communications and messaging, but "batch and blast" emails no longer deliver the engagement metrics they once did. Clients are now looking for more relevant, personalized content online and what they expect in their inbox is no different. 2 3 The Aberdeen study, "Emailiam Marketorious — A Study of the Modern Email Marketer," reported that email personalization delivers a 14 percent average improvement in click-through rates. As traditional emarketing solutions continue to build out this functionality, law firms must capitalize on expanded functionality to make their engagements more relevant. Marketing automation platforms help firms deliver their messaging and stay connected at scale. Rather than a one-time campaign or message, marketing automation systems can facilitate a conversation and automatically deliver the next relevant piece of content to help advance the prospect through the next stage of their buying journey automatically. Delivering content in a highly coordinated and interactive fashion across channels allows your firm to differentiate itself in the market and beer capture the aention of your audience. With the right automation tools, your communications are no longer about how many emails you can send, but how relevant they are, helping you show a beer understanding of the client's industry, pain points, etc. Targeted and Collaborative Business Development More pressure is being placed on aorneys to up their business development (BD) game. This is uncomfortable territory for many of them, and they can struggle to find and nurture prospects. Many aorneys respond by pursuing any inquiry, RFP or perceived opportunity that comes along, but this is highly inefficient and ineffective. 4 The transformation from a cost center that churns out pretty ads to a content- focused revenue- generator takes time and effort.

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