One of the most common reasons that law firms struggle to make an impact with attorney marketing is a disjointed, overcomplicated strategy. They create a massive content marketing plan that is destined to fail, goals and marketing metrics are hazy at best, email marketing is sporadic, and so much time is spent on maintaining 6 social media pages that other projects don’t get done.
What if there was a better way? Below, we’re sharing tips on how to cut through the clutter and simplify for success, so your legal practice can pursue attorney marketing strategies that result in measurable ROI.
Change Your Marketing Mentality
Unlike what some marketers say, law firms don’t need to do everything and be everywhere. It is much more effective to concentrate on fewer marketing activities and do them well, than to dilute effort trying to dabble in all forms of email marketing, content marketing, social media marketing, in-person promotion… you get the picture.
Change your attorney marketing mentality and be okay with not doing it all, especially if you’re faced with limited time and resources like most small- and medium-sized law firms.
Focus on the Most Effective Attorney Marketing Activities
What drives more leads to your law firm and what turns those leads into clients? At James Publishing & Attorney Marketing, we have found that success often boils down to five simple attorney marketing strategies:
- Building a positive online reputation to generate leads
Most of your prospective clients will read online reviews before making the decision to reach out or not. The Pew Research Center determined that 40% of American adults “always or almost always” check online reviews before deciding to buy/consult, and another 42% “sometimes” read reviews.
This means that a whopping 82% of your prospective clients are heading online to investigate your law firm, making this one of the most important areas to focus your attention.
- Following up with leads quickly and regularly
According to Forbes, 71% of internet leads never receive a follow-up. And when law firms do follow up, oftentimes they are too late to leave a good impression and convert the lead into a client.
Here is the hard truth: failing to contact incoming leads or contacting them far too late is like throwing away money. Always, always, always follow up with leads if you want more business. You’re guaranteed to convert a percentage of those leads into clients—all you need to do is follow up via phone and/or email.
- Sending fantastic, relevant content to build relationships
You want to showcase your expertise right off the bat to impress prospects and convince them that your law firm is capable and professional. Offer an impressive lead magnet (a piece of content offered in exchange for a prospect’s email address) in the form of a branded 100-page e-book, for instance. Afterwards, follow up with a drip email campaign (an automated series of emails) that provides even more relevant information.
Note: It is worth mentioning that even the best lead magnets may not convert prospects into leads if your attorney website isn’t user-friendly and well-designed; website visitors will leave the site before ever providing their email address. If your law firm’s website loads slowly or isn’t optimized to get visitors to stay longer, first consider an affordable website overhaul before focusing on creating great lead magnets.
- Tracking interactions to determine when leads are ready to convert
Some leads are ready to convert immediately; others take a little longer to weigh their options. For the latter category, tracking your relationship along the way helps to judge how serious these prospects are about becoming clients and if/when they are ready to convert.
- Monitoring results to calculate ROI and identify areas for improvement
Follow exactly where your marketing dollars are going and calculate your ROI. Are you spending money effectively? Are costs within budget? Where can you improve? Keeping an eye on this data prevents wasted spend and ensures that you stay on track toward your marketing goals.
Use Technology to Save Time and Minimize Hands-On Effort
Once you have simplified your marketing efforts to focus on the 5 elements above, use technology to streamline processes. For instance, the James Legal CRM is designed to help law firms with:
- Sending out specialty-specific, branded content such as a 100-page book, 4-color booklets, FAQ documents, and educational letters
- Automating prospect follow-up to increase conversion rates
- Implementing drip email campaigns so that leads automatically receive relevant content
- Automatically generating positive online reviews and parking negative, unfair ones
- Monitoring marketing efforts and identifying problem areas, such as when incoming phone calls are left unanswered
More leads, a better online reputation, and more effective marketing—all without wasting time and resources on managing things manually. This simplified approach has helped criminal defense attorney Howard Snader generate more than 200 incoming calls from prospective clients per month, and increase revenues by 22%.
Wondering whether simplifying your attorney marketing methods could work for your law firm as well? Take our 12-question marketing grader to find out. Then, learn more about the James Legal CRM and how it has helped personal injury attorney Loren Etengoff double his caseload.