Written by Chris Williams | @ChrisisBald
Law firm marketing is a full-circle proposition, and should include strategies for not just generating leads, but also managing those leads so they eventually transform into paying clients.
Here are some tips on how to manage the leads coming into your law firm so that you can convert them into clients:
Have a lead management platform.
A comprehensive law firm marketing program that embraces multiple marketing techniques – SEO, email marketing, social media, blogs, etc. – means leads come in from many different sources. If you don’t have an automated way to deal with them, they slip through the cracks and all that hard work was for naught. I work with Salesforce, but Zoho has a great cost-effective platform that you can grow with, adding features and settings when you need them. There’s also a slew of other CRM systems that can help you maximize your potential conversion rates. At any rate, whatever you’re using to track and nurture leads, make sure that there are systems in place that march a prospect from interested, into a paying client.
Related: 10 Social Media Tips For Law Firms in 2015
Have a lead management strategy.
Once a lead comes in, what happens to it? As I mentioned about, you need a system in place that nurtures the lead through the sales process and people who are accountable for that system. Do they receive an automated welcome email or phone call? Are they shown your client reviews and testimonials? All of these things play a factor at whether or not a lead feels comfortable enough to move forward with you, or moves on to the next search result.
Analyze your lead sources.
You need to track what programs are bringing in the most leads so you can duplicate what works and eliminate what is not working. Are leads coming through organic search? Are they finding you through Avvo or Social media outlets? You need to spend your time where you are most profitable, so you’ll need to know where your most qualified leads are coming from. If you’re looking for a great spreadsheet to help you with this, you can download a monthly marketing results spreadsheet and instructions here.
Segment and score your leads.
Not every lead has the same value. Someone who is a past client is a better lead than someone shopping around. Someone who downloaded your free report is a better lead than a website visitor. Why? Because they’ve proven that they at least have a need in your practice area. Here’s a great article on scoring your leads, from Hubspot.
Circle back.
There are always some leads that fall by the wayside in the sales process, but don’t automatically count them out. Circle back in a timely fashion and find out what prevented a sale from happening so you can overcome that. A lead may have put your firm in the back of their mind, but following up with old leads is a great way to grab new clients who may have just turned back to the search engines to find a firm for their needs.
Law firm marketing doesn’t have to be hard, it just needs to be strategic. If you’re looking for tips on law firm marketing in 2015, download our free guide here.
Topics: Digital Marketing, Law Firm Marketing
Written by Chris Williams | @ChrisisBald
Law firm marketing is a full-circle proposition, and should include strategies for not just generating leads, but also managing those leads so they eventually transform into paying clients.
Here are some tips on how to manage the leads coming into your law firm so that you can convert them into clients:
Have a lead management platform.
A comprehensive law firm marketing program that embraces multiple marketing techniques – SEO, email marketing, social media, blogs, etc. – means leads come in from many different sources. If you don’t have an automated way to deal with them, they slip through the cracks and all that hard work was for naught. I work with Salesforce, but Zoho has a great cost-effective platform that you can grow with, adding features and settings when you need them. There’s also a slew of other CRM systems that can help you maximize your potential conversion rates. At any rate, whatever you’re using to track and nurture leads, make sure that there are systems in place that march a prospect from interested, into a paying client.
Related: 10 Social Media Tips For Law Firms in 2015
Have a lead management strategy.
Once a lead comes in, what happens to it? As I mentioned about, you need a system in place that nurtures the lead through the sales process and people who are accountable for that system. Do they receive an automated welcome email or phone call? Are they shown your client reviews and testimonials? All of these things play a factor at whether or not a lead feels comfortable enough to move forward with you, or moves on to the next search result.
Analyze your lead sources.
You need to track what programs are bringing in the most leads so you can duplicate what works and eliminate what is not working. Are leads coming through organic search? Are they finding you through Avvo or Social media outlets? You need to spend your time where you are most profitable, so you’ll need to know where your most qualified leads are coming from. If you’re looking for a great spreadsheet to help you with this, you can download a monthly marketing results spreadsheet and instructions here.
Segment and score your leads.
Not every lead has the same value. Someone who is a past client is a better lead than someone shopping around. Someone who downloaded your free report is a better lead than a website visitor. Why? Because they’ve proven that they at least have a need in your practice area. Here’s a great article on scoring your leads, from Hubspot.
Circle back.
There are always some leads that fall by the wayside in the sales process, but don’t automatically count them out. Circle back in a timely fashion and find out what prevented a sale from happening so you can overcome that. A lead may have put your firm in the back of their mind, but following up with old leads is a great way to grab new clients who may have just turned back to the search engines to find a firm for their needs.
Law firm marketing doesn’t have to be hard, it just needs to be strategic. If you’re looking for tips on law firm marketing in 2015, download our free guide here.
Topics: Digital Marketing, Law Firm Marketing