Are you killing your law firm’s productivity? You might not be doing it on purpose, but if you’re not using technology to help with tasks like analyzing campaign metrics and following up with prospects, your legal practice is definitely not running at full speed.
Change that by automating five of the most time-consuming attorney marketing processes explained below, and discover how workload automation can make your law firm more productive while cutting costs.
The Biggest Benefits of Workload Automation
Every law firm must manage dozens of moving pieces at any given time. Online attorney marketing duties alone encompass:
- Email marketing: building a strong email list of ideal prospects, sending out communications, assessing effectiveness
- Online reputation management: developing a review solicitation strategy, gathering positive online reviews from current and past clients, addressing negative comments
- Following up with prospects and converting them down the funnel into leads and clients
- Creating an effective legal website and A/B split testing to improve conversion
- Managing a legal SEO strategy and social media plan
- Crafting a content marketing calendar and producing all scheduled attorney marketing pieces
That is a lot of work! And the list doesn’t even include other day-to-day duties like closing cases and managing staff.
This is why workload automation is essential for law firms. There are only so many hours in the day, and automating attorney marketing processes that eat up time (but are necessary to gathering new business) can ensure that those hours are spent as efficiently as possible, for lower overhead costs and higher return on investment (ROI).
The following five legal marketing processes can be much more cost-effective and efficient when paired with automation technology.
5 Ways that Workload Automation Can Improve Productivity
- Automating tailored prospect follow-up
Failing to communicate with prospects is a surefire way to lose potential business, but communicating with prospects and leads is time-consuming. Automate the process from start to finish and you can save hours every week on following up via email and telephone.
A legal client relationship management system (CRM) can help you automate follow-up. Simply enter your leads’ contact information and track all attorney marketing communication—including email and phone—from the beginning of the funnel to the end.
For instance, the James Legal CRM enables you to review touchpoints from a single dashboard and automatically route leads down a certain pathway depending on their actions, such as sending an “appointment set” campaign after the lead agrees to a consultation. And this doesn’t just work for email communication; the system comes with a telephone software that tracks follow-up efforts (and allows unlimited dialing for no extra charge).
Automating online and telephone follow-up ensures that contacts always receive communication that is highly relevant and tailored to them, increasing the odds of conversion—without ever having to spend time and money on micromanaging the process.
- Sending out relevant, high-quality content
Highly targeted email marketing is a vital piece of prospect follow-up and one of the best ways to convert leads into clients; McKinsey reports that email is 40 times more effective at gaining new clients than Twitter or Facebook. However, many legal practices don’t have the resources to develop and manage email drip campaigns (series of messages sent out at predetermined intervals).
Solve that problem by automating attorney marketing processes such as sending out quality content to each segment of your list—cold leads, warm leads, former clients, and disengaged recipients. For example, you can use a legal CRM to trigger a “welcome” email campaign introducing your attorney team when a potential client signs up for your email newsletter.
According to eMarketer, business-to-consumer companies (like some law firms) who leverage automation have experienced conversion rates of up to 50%.
NOTE: If you haven’t developed high-quality content, don’t worry. The James Legal CRM comes pre-loaded with legal specialty-specific, well-crafted content at no charge, including a 100-page e-book branded with your law firm’s name and background.
- Soliciting and managing online reviews
Nearly all your prospective clients will read through online reviews when deciding whether to consult your law firm. According to BrightLocal’s 2016 Consumer Review Survey, 84% of online searchers trust reviews as much as recommendations from a friend or family member.
In other words, you must gather positive online reviews and minimize negative ones in order to stay competitive and cultivate new business. Review-generation software like the one included in the James Legal CRM can automatically send out review requests to easily build a cache of appealing reviews and improve your law firm’s SEO… without requiring you to take attention off of clients.
- Collaborating between team members and managers
Communication about legal marketing strategy is the key to success, especially if there are multiple people involved in the content creation process and a separate decision-maker to approve all attorney marketing pieces.
Take the burden of collaboration off your shoulders by implementing Google apps like Drive for document collaboration and Calendar for synced schedules, which can make both communication and approval quick and easy.
- Analyzing marketing ROI
Analyzing ROI is the key to pursuing effective marketing strategies and avoiding unnecessary marketing spend. For instance, identifying which email campaigns are working can help your law firm iterate on successful ones and constantly improve conversion rates. The James Legal CRM displays complete analytics on one dashboard so you can see a complete snapshot of your marketing performance and spend.
Additionally, James Attorney Marketing includes a free assessment of marketing efforts and business processes to cut down wasteful marketing spend. Typically, clients’ savings have ranged from three to five figures, which can reduce the real cost of the James Legal CRM to zero.