2019 LMA Conference to Tackle Pressing Issues for Legal Marketers

The legal marketing industry is continually evolving and those within the profession are constantly required to adjust their collective approach in order to account for new requirements, trends, and best practices. The 2019 Legal Marketing Association Annual Conference plans to address the stirring issues within the industry and empower marketing professionals to make the most of the opportunities they have moving forward.

The 2019 LMA Conference in Atlanta

This year’s Legal Marketing Association Annual Conference will be held at the Hyatt Regency in Atlanta from April 8-10, 2019, and will provide a platform for industry thought leaders and legal marketing experts to address some of the swift and monumental transformation that’s occurring in the space (and will continue to unfold for the foreseeable future).

Each year, more than 1,500 legal marketing professionals attend the conference, which moves around the country, and the 2019 version is expected to be one of the most heavily attended conferences in recent memory. More than 150 world-class speakers will be delivering keynote speeches and leading dozens of specialized breakout sessions that are designed to immerse attendees in the issues that matter most.

Issues, Challenges, and Opportunities to be Addressed

While the conference serves as an excellent networking opportunity for industry professionals, it’s ultimately the education and learning that attracts attendees. This year’s event programming and breakout session topics show just how rapidly the legal marketing space is being transformed from the inside out. Some of the timely issues and pressing challenges to be discussed will include:

1. Digital storytelling. Digital content marketing obtains three-times as many leads as paid search advertising – a reality that legal marketing professionals are finally embracing. But today’s marketplace is flooded with content, and legal marketers must find ways to cut through the noise. Storytelling is the answer. Learning how to synthesize and disseminate poignant stories that resonate with a specific target audience is of paramount importance for law firms and legal entities – yet few know how to do it well. Reversing course here will produce positive change.
2. Data and content converge. Everyone wants to talk about data – and rightly so. The problem is that legal marketers are collecting mounds and mounds of data, yet don’t know what to do with it. With the right insights from data scientists and analytics professionals, data-based execution – particularly in content marketing and advertising – will become less of a dream and more of a reality.
3. The war against the media. Legal marketers have always worked hand in hand with journalists and other media members to help push out information and share stories. But in a world where ideas like “fake news” and “alternative facts” rule the day, there’s some friction in this relationship. Learning how to work together in this new landscape is important for both sides.
4. Crisis management. For law firms, there are potential crises at every turn, and it’s usually legal marketing professionals that are expected to pick up the pieces and put them back together in a way that repairs the brand image and satisfies larger firm goals. Understanding how to navigate crisis management in a digital age is an issue that must be addressed head-on.
5. Digital marketing stack building. The proliferation of digital marketing tools in the industry is nothing short of astonishing. From social media and CRM to SEO and content marketing, learning how to integrate these tools into a cohesive digital marketing stack that works together is a huge challenge. Each firm’s requirements will be unique, and there’s no way around this hurdle.

The legal marketing industry is at a decisive crossroads right now. These are just a few of the issues professionals are pressing into, but the clarity these educational sessions provide will yield tremendous benefit for those seeking direction.

Adjusting to the Changing Marketing Landscape

The digital marketing landscape is constantly changing. For those in the legal marketing niche, it’s more important than ever to understand how these shifts – however small or large – impact the bigger picture. This year’s LMA Annual Conference in Atlanta seeks to prepare legal marketers for some of the challenges they’re currently facing.

For those who are unable to attend, recordings of the breakout sessions will be available for purchase.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes.