Good news: you have done the hard work of convincing a prospect to fill out your online opt-in form, transforming them into a lead. Bad news: unless you nurture that fledgling relationship, you are no closer to landing a new client. The following lead nurturing tactics—attorney marketing strategies to transform leads into clients—are promising approaches to do just that, so you can land new cases faster and more easily.
Targeted Content and Copy
Think about this situation: two bankruptcy law firms are trying to win over the same prospective client.
Law Firm A has no information about the prospect, so it sends general emails pitching its bankruptcy services. Law Firm B diligently collects data about the prospect—a 35-year-old unmarried female homeowner with $120,000 in debt, who prefers to receive communications by email—and then sends her an email campaign tailored to people with more than $100,000 of debt.
Which law practice do you think will be more successful at winning the prospect? Law Firm B, of course, because recipients are more likely to respond positively to communications that are highly relevant to their situation. No one wants to feel like they are just another email on a list.
Lead intelligence is incredibly important at every stage of the sales cycle, so your law firm can speak directly to contacts, build trust, cultivate valuable relationships, and convert leads into loyal clients. Tailoring your legal marketing to speak directly to audiences starts with gathering essential data. (One way to do this is to utilize progressive profiling, discussed in further detail below.)
After gathering as much data as possible, tailor communications to specific audience segments. Don’t be afraid to experiment to see what works.
For instance, consider A/B split testing your website homepage to determine the kind of copy that resonates with different audiences. Keep in mind that you only want to alter one element at a time when conducting an A/B split test, so you can determine exactly how that single change affects the number of views, clicks, and form submissions.
Try split testing two calls to action, such as “download the guide” versus “get the free guide.” After several weeks, analyze key legal marketing metrics—views, clicks, and submissions—to find out which performed better. If you’re not seeing the results you would like, try once again altering the call to action or change the headline on the page.
These kinds of tweaks can help you target your website copy to better speak directly to leads.
Progressive profiling ensures that you get to know prospects without scaring them off by asking for too much information from the get-go. Implement this practice with the forms on your law firm’s website, for instance.
Rather than requiring first-time website visitors to fill out ten form fields, which seems time-consuming and inquisitive, ask for just two pieces of information: name and email address. Then, the next time they visit your bankruptcy website, ask for two more such as the specific services they are interested in and approximately how much debt they are dealing with (you’ll need marketing software that recognizes the lead’s return to your website).
Or, you can gather this second-round information by sending a welcome email to contacts who have just opted in. Included in the email is an offer for two popular lead magnets—an e-book about Chapter 7 bankruptcy and an FAQ guide about Chapter 13 bankruptcy. They must fill out another quick form to gain access to either resource, which means that your law firm will glean a little more insight into leads while also demonstrating the value of your law firm’s knowledge and services.
When used hand in hand with targeted content and copy, progressive profiling can become a strong lead nurturing strategy.
You are 9 times more likely to convert internet leads if you follow up within 5 minutes, according to InsideSales.com. Think about that: you can potentially gain 9 times as many clients simply by prioritizing follow-up.
Even if you can’t reach out to leads within a few minutes, aim for connecting within one hour after their opt-in. Harvard Business Review found that organizations that contact leads within 60 minutes are almost 7 times as likely to spark productive conversations with key decision makers than those that delay.
Just remember to do some cursory preparation before contacting leads in order to promote an informed conversation. Look at the information the lead provided on their opt-in form, the resource they downloaded, or the email inquiry they sent to the firm. Arming yourself with this marketing data can customize your “pitch” to the lead’s specific issues or interests, thereby making it more effective.
One conversation may not convert a lead into a client. The reality is many leads are not sales ready right off the bat. In these cases, transition into a multiple-touchpoint attorney marketing strategy in order to continually nurture the lead until they reach the decision-making stage. A few ideas:
- Connect with the lead on social media so your law firm’s messages and content appear in their feed
- Send an email drip campaign to the lead, so they receive 6 tailored messages over a one-month period, for example
- If you have the lead’s mailing address, send a direct mail piece announcing your firm’s limited-time promotion or sharing case studies
Of course, all of this takes time to set up and manage. With a powerful client relationship management (CRM) system like the James Legal CRM, however, you don’t have to micromanage essential processes.
Your law firm can automate its attorney marketing procedures to send out quality content, monitor marketing ROI, generate more referrals, and potentially cut your attorney marketing bill by hundreds of dollars.
Learn how to gain clients and save money with the James Legal CRM.
Set a phone appointment with President Travis Hise!