Marketing Automation for Law Firms – Using Technology To Target A Niche

Last week, I had the pleasure to speak to hundreds of attorneys who are all trying to grow their firms and struggling to understand where to start. My topic, “Using Technology To Master Your Niche” was well received by the audience and we had a great response after the conference from attorneys looking for help with various aspects of their firm’s technology issues. One of the key messages I talked about is marketing automation. Marketing automation is the most underutilized tool available to law firms today. The ABA reports the number one client complaint on record is a lack of communication from law firms. This is ridiculous given the technology available to firms today and the answer to this problem is below.

Marketing and administrative communication can be implemented with relative ease. Below is a sample communication workflow that will give you an idea of how a system can work.

If you would like to learn more about how marketing automation can help your firm, schedule an appointment with me today.

Sample marketing automation workflow:

Let’s look at how this would work:

As a lawyer, much of the business is acquired through cold calling and a prospect database. You’ll start this automation process by calling a prospect, and the result will trigger the automated tasks. For example,

  1. A prospect is called, and if contact is made, a welcome email will be triggered. This email will include information about your law firm, the services you provide, etc. If you’re unable to reach the prospect, then they’ll be added to a pending follow-up list. They will continue to be contacted until they agree to learn more about your services.
  2. The welcome email is opened and the prospect continues to receive additional information about your services with each message bringing them closer to becoming a prospective client.
  3. After a certain amount of days, a follow-up call is triggered. This will be a call triggered to close the deal with the client. If you’re unable to get them as a client, they’ll be added to a pending “follow-up call list”. They’ll be contacted again within a few days.
  4. If they agree to use your services, the software will send them a pending agreement for viewing and a signature.
  5. If a signature is attained, an email will be sent about retainer fee; if no signature yet, there will be a follow-up email reminding them to complete the agreement.

This is just a simple sequence; however advanced marketing automation tools allow you to configure the funnel as it relates to the way you acquire and retain clients.

Understanding Prospects

Above, I mentioned the importance of sending high-quality content to your prospects. This keeps them engaged and builds long-term loyalty. A sure way to lose people who are still potential prospects is by sending content they don’t value or find relevant. For this reason, writing high-quality content that is relevant and insightful are very important. For example, you know the client is looking for an attorney with a high success rate, so send through relevant content on how to find the best lawyer and/or what to look for.  But, how do you know what types of content prospects find insightful? How do you know what content to continue writing for your existing customer base? These types of questions have haunted online marketers for years because it takes a long time to acquire subscribers, but you can lose them in a very short period if they don’t find value in your content.

The marketing automation, Customer Relationship Management (CRM), has changed the way we approach content marketing. It’s changed the way we produce content by providing so much insight on the prospects during the automation sequence. Since you’re able to segment prospects into various lists, you’ll be able to send different types of content to each. With each event triggered, you’ll understand the prospects preference. Since the marketing automation is so customizable, you can put the prospects through a series of events where they even select the type of content they want to receive. Long-term wise you’ll save time, money, and resources only writing content that resonates with the prospects.

If you’re familiar with marketing, then you know how date and time matters. By analyzing the reports on each prospect, you’ll establish a pattern on when they are most likely to open and read follow-ups. Use this information to set a schedule on when content should be sent out to them. This is a lethal combination when you know what type of content the prospects want to read, and what time they want to read it.

For lawyers, it’s even more important since you’ll know what time is best to call the prospects. You’ll know when to send out contracts, agreements, and other important documentation as well.

Analyze Return on Investment

Marketing automation is an all-in-one software that allows you to analyze your ROI. The main objective for any business is profit, so it’s important you know if you’ve made or lost money. Through the CRM software, you’ll be able to analyze where you earned and lost money. A complete profile will allow you to make tweaks on how you conduct business so going forward you can continue to make a profit.

As a lawyer, it’s important to know the cost per acquisition and retention. You want a clear breakdown of how much it costs to attain the customer and how much it costs to keep them once in the marketing funnel. By using a marketing automation platform, you’ll be able to see your prospects move through your sequence in real-time. You’ll be able to analyze where they stop engaging so you can trigger another set of tasks instead.

Here’s some more analytics provided by the CRM interface:

  • Open and click through rates
  • Bounce rate
  • Time and date of engagement
  • Increase in clients
  • Increase in profits
  • Content engagement percentage
  • Cold calling success and fail rate
  • Agreement success rate
  • Completed cases
  • Expenses
  • Profit and loss

Final Thoughts

The power of marketing automation in business has no limits. The fact that you have complete control over the customization allows you to keep tweaking your workflow until it’s perfected. Email marketing tools are very limited in features and, because of this, are becoming less popular in business. Specifically, email marketing will have limited split testing functionalities, the inability to segment prospects, and trigger events based on actions. But, advanced marketing platforms provide you with an all-in-one solution, increasing your overall goal. As you read here:

Around 48% of law firms cited an ‘improved ability to cross-sell,’ when using a CRM solution – further improving the ability to generate revenue as a result of using a CRM.“ – jamesattorneymarketing.com

I believe marketing automation will continue to gain popularity over the years, especially when more people are turning to the Internet to hire professionals. As competition increases, those businesses that avoided automation will have no choice going forward. They’ll have to find better ways to connect with prospects so they can outshine their competition.

If you want to go through the whole presentation you can easily click here and it’s on your hand!

Travis