Think about how much time you spend sourcing leads from social media, your website’s email opt-in form, and referrals. Expending that effort and gaining leads just to let them slip away from inconsistent follow-up… that’s like wasting your lawyer marketing budget. With these five simple processes in place to ensure that you’re following up with clients quickly and consistently, your law firm can easily convert more leads into clients.
- Establish a lead qualifying system
Not all leads are created equal. On any given day, your attorney team will connect with people who are noncommittal looky-loos, promising leads, and ideal clients. That’s why it is so important to qualify your leads before taking follow-up action; it is not worth your time and money to pursue a lead that will most likely never commit to opening a case with your law firm.
The first step of automating your lead follow-up for better lawyer marketing is to establish a lead qualifying system. Take a look at your existing clients and pinpoint exactly what makes them ideal clients. For instance, you could consider elements such as:
- Income level (do they make enough to afford your legal services?)
- Type of problem (do their needs fit your service offerings?)
- Urgency of the problem and estimated timeline
Develop a rough profile using these elements and use it to create a rubric that your team automatically applies to all incoming leads. You could establish a cold/warm/hot rubric or a scale from 1-5—whatever works best for you. This makes it easy to instantly sort through leads and determine where your legal marketing attentions should be focused… and where you’re wasting your time.
- Utilize drip email campaigns
Drip email campaigns are automated emails that go out on a schedule determined by your lawyer marketing team. They ensure that you’re constantly keeping in touch with warm leads, trying to reconnect with cold leads, and moving potential clients down the sales funnel—without having to spend time manually sending out hundreds of emails.
Since you’ve already established a lead qualifying system, it should be easy to separate your email list into categories such as:
- Cold leads: for example, leads that are at least 6 months old and have very low open rates
- Warm leads: leads that are less than 6 months old and have average open rates
- Hot leads: leads that are less than 1 month old and have demonstrated interest in your practice in some way, such as calling in or signing up for your law firm’s email newsletter
Then, develop a campaign for each category of leads. For example, cold leads could receive an email with a message like “We haven’t talked in a while. Are you still wondering whether bankruptcy is right for your financial situation? We can help!”
Learn more about drip email campaigns and how to pair them with an effective legal CRM here.
- Use lead generation forms on your legal website
Some law firms still require potential clients to email their firstname.lastname@example.org address to receive a consultation. That may get the job done, but at what cost? It takes a significant amount of time to wade through emails, reading every line to glean a clear understanding of what each potential client is reaching out for.
Expedite this process through lead generation forms on your website (like this example from the James Publishing & Attorney Marketing website). Separate the form by categories that you would like to gather information for, such as:
- Contact information
- How they found your firm’s site
- Services they are interested in
- Additional comments
Once website visitors submit the form, your team will receive a formatted email that is easy to read and contains all of the contact’s information in one place.
- Receive informative reports
Keep an eye on your lead follow-up with reports that automatically gather and consolidate the data you want to see, such as the number of email opt-ins per day versus the number of website views. Checking on these lawyer marketing figures regularly, or even having them exported and emailed to you, can keep you in the know about how many leads are converting into clients.
It’s easy to set up a centralized reporting dashboard through a capable legal CRM (see below).
- Implement a comprehensive legal CRM
Automating individual processes can save time while converting more leads into clients, but overhauling your entire lawyer marketing system and implementing a comprehensive legal CRM is the best way to automate your lead gathering and follow-up process from beginning to end.
A quality legal CRM like the James Legal CRM includes the ability to:
- Gather and view reports in one easy-to-view dashboard
- Create email drip campaigns
- Oversee your online reputation and gather more positive online reviews
- Track leads within the sales funnel and automate follow-up
- Manage client relationships
With the right legal CRM in place, your lead follow-up can basically run itself while you experience greater conversions from leads to clients.
Whether you need a system overhaul or just a few more automated processes in place, the James Legal CRM is your affordable answer. Find out more now!
1. Reduce your monthly spend AND
2. Increase your client signups
What do you have to wager? One 20-minute consulting call. At its conclusion we will tell you roughly how many thousands of dollars in monthly spend we will save you.