For fast-paced law firms, marketing automation tools like CRMs (client relationship management systems) help to cut down on busy work, increase productivity, and grow business. However, many legal practices don’t end up using their CRM to its full potential, and become frustrated at the wasted time and money.

We have compiled a short list of strategies to make the most of your CRM, so you can avoid common pitfalls and experience the greatest return on investment (ROI).

3 Ways to Make the Most of Your CRM:

  1. Choose a legal-specific tool

There are many CRMs to choose from but not a lot of them are tailored to attorneys, which presents a problem for legal practices who need legal-specific content and tools. Choosing a legal CRM in the first place can be the best way to use your marketing automation software to its full potential.

For instance, the James Legal CRM comes pre-loaded with content for specific types of practices, such as:

  • Bankruptcy
  • Criminal
  • Injury
  • Estates
  • Social Security disability

High-quality, legal-specific content and a CRM developed with attorneys in mind can help to differentiate your legal practice from the competition and establish your law firm as an authority.

  1. Assess and improve your business spend

Use your CRM to its full potential by first assessing your marketing and business spend—where every dollar of your budget is going toward online marketing, content development, etc. Then, compare that to your performance dashboard that tracks how well each campaign and strategy is performing (for example, the dashboard included in the James Legal CRM displays marketing results by channel to measure which efforts are working).
Are you spending the greatest amount of money on the most impactful strategies? Is money being wasted on unnecessary tactics? Consider your CRM an auditing tool as well as a marketing one, and use it accordingly.
Tip: Click here to get a free audit of your marketing and technology spend, to see where your law firm can cut costs while increasing prospect inquiries. 

  1. Train staff on both marketing and sales strategies

You can excel at utilizing your legal CRM’s marketing features such as establishing drip email campaigns, but that doesn’t automatically translate into more clients unless your staff also knows how to leverage marketing improvements into actual sales.

Consider this example: you pour money into promoting more calls from prospective clients to your law firm, but your receptionist isn’t trained on the best ways to translate those calls into consultation appointments. As a result, your legal practice continues to struggle with improving its conversion rate. Talk about money down the drain!
Training staff on how to best use all features of your CRM isn’t enough. You must also educate them on how to translate leads into greater sales online and offline, in order to make the most of your CRM.

Download our free guide and learn about the importance of key performance indicators (KPIs)

3 Common CRM Mistakes to Avoid:

  1. Using your software only for content and email marketing

Most marketing automation software comes with just a CRM that helps with content and email, however, the best automation software is ideal for much more than that. James Attorney Marketing’s automation software is a 5-in-1 powerhouse that includes:

Don’t settle for a legal CRM that helps with only content and email; your marketing automation software needs to include a high-quality CRM encased in a full-scale support system.

  1. Failing to leverage data to set goals

Tracking data is great for looking backwards and determining what strategies are working, but it’s also useful for looking forward. Use the analytics on hand to set realistic goals for your team.
If your law firm is already generating 75 leads per month from a lead magnet on your website, strive to bump that number up to 100 leads per month and convert 5 of those leads into clients within 60 days. This will keep your team on track and focused on actionable objectives that can have a big impact on your bottom line. 

  1. Focusing on price rather than value

When it comes to legal CRMs, some law firms choose lower-cost tools to cut corners and reduce spending… but shopping around based on price can do more harm than good if it means ending up with a CRM that doesn’t perform.
Assess your CRM options by looking at the software that provides the greatest value. For example, the James Legal CRM helps clients increase their revenue while also saving money in several ways, such as:

  • Stopping ineffective marketing efforts
  • Eliminating telephone bills
  • Discontinuing unnecessary software and services

Most users of the James Legal CRM find that their real cost is $0. In fact, California probate attorney Phil Lemmons (a James Attorney Marketing client) saves $14,000 per month in previously wasted spending. The lesson here is to view a CRM as an investment and choose the right one for your law firm based on the benefits, features, and track record of success rather than just price.