Advertising
Advertising

Why Law Firms Need Marketing Automation

Why Law Firms Need Marketing Automation

The use of marketing automation in business has recently gained popularity. For those of you who don’t know what marketing automation stands for, here’s a quick definition:

“Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.”  – Hubspot.com 

For you to gain a competitive edge on your competition, you need to understand what it takes to acquire and retain your customers. Understanding your prospect will give you the opportunity to put a customized action plan into place. The use of marketing automation allows you to do this by triggering specific actions based on results. For example, you can trigger what page, content, follow up, and services to provide a client by understanding their response to a specific message. The benefit of marketing automation is not limited to any specific type of business; however, some can benefit more than others.

For you to understand the true value of marketing automation, let’s explore how law firms can use it to get a competitive edge. We’ll be exploring three main areas – identifying prospects, understanding prospects, and analyzing return on investment (ROI).

Identify Prospects

Thousands of online marketers have been relying on email marketing to generate positive results. The strategy is to send several follow-up messages to find which ones resonate with different subscribers. This is a very lengthy process because you only gain two types of insight – open rate and click through. But, you’re limited on what features you can use like split testing, smarter segmentation, URL viewed, social interaction, and personalization. In short, everyone will continue to get the same content sent to them no matter how they engaged with the previous message.

Advertising

By using this strategy, you’ll be:

  1. Wasting your time and resources marketing to a subscriber who might not be interested in your services.
  2. You’ll be limited on the insight you gain because the subscriber might be interested, but what services are they exactly in need of.
  3. Annoying subscribers by bombarding them with emails will increase unsubscribes. This is bad for your overall goal.

Smarter marketing through automation will allow you to identify prospects better because you’ll be able to provide continuous value nurturing them until they become loyal customers.

Here’s a sample marketing automation workflow:

    Let’s look at how this would work:

    Advertising

    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 send 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 a military lawyer 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.

    Advertising

    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:

    Advertising

    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.

    Featured photo credit: Gilles Lambert via unsplash.com

    More by this author

    Rizvan Ullah

    Online Blogger

    A General Guide to Disputing Your Public Record In New York 4 Major Changes in Men After Turning 50 Years Old Success Habits of The Worlds Wealthiest People Strategies to Find the Best Attorney When You Need One How to Create an Effective Sales Funnel

    Trending in Career Advice

    1 9 Tips for Starting a New Job and Succeeding in Your Career 2 10 Essential Career Change Questions To Ask Yourself This Year 3 10 Job Search Tools Every Jobseekers Need To Know About 4 10 Websites To Learn Something New In 30 Minutes A Day 5 If You Have This Key Behavior, You’ll Be More Successful Than 90% Of People

    Read Next

    Advertising
    Advertising
    Advertising

    Last Updated on May 22, 2019

    50 Great People To Follow On LinkedIn, No Matter Your Industry

    50 Great People To Follow On LinkedIn, No Matter Your Industry

    LinkedIn is an excellent platform to network with great people to help you in your career and businesses. However, with over 575 million people on the site, who should you follow? This list will steer you to the right people to follow, organized by categories of expertise.

    Job Search Experts

    You will likely have several jobs throughout the course of your career, and you will constantly need advice on new trends and strategies out there in the job market. Here are the LinkedIn experts who you should follow on these matters.

    1. Liz Ryan is the CEO and founder of Human Workplace. Her articles on job searching are filled with creative and colorful cartoons.

    2. Lou Adler is the author of The Essential Guide for Hiring and Getting Hired.

    3. Dr. Marla Gottschalk will help you make an impact in a new job.

    4. Hannah Morgan runs CareerSherpa.net, where she gives expert advice on job searching and how to be more visible online.

    5. Alison Doyle is the CEO and Founder of CareerToolBelt.com.

    Management Experts

    They say that people leave managers, not jobs. These experts in LinkedIn will help you become your employees’ dream manager.

    6. Jeff Weiner. How can we leave out the CEO of LinkedIn himself?

    7. Nozomi Morgan is an executive coach. She can help you transition from a boss to a true leader.

    8. Mickey Mikitani is the CEO of Rakuten. He constantly shares his expertise in managing a global player in e-commerce platforms.

    9. Andreas von der Heydt was the head of Amazon’s Kindle Content and now the Director of Talent Acquisition. He has extensive experience in management, branding, and marketing.

    Advertising

    Productivity Experts

    By maximizing your productivity, you can win in all aspects of life. The following LinkedIn experts will help you win big in your career.

    10. Gretchen Rubin is a happiness coach and the bestselling author of the The Happiness Project.

    11. Carson Tate is the founder of Working Simply. She advises us to include play in our schedules.

    12. Greg Mckeown is an essentialist. Part of being an essentialist is saying no to many things so that we can focus on the things that matter.

    13. Brian de Haaff, CEO of Aha! Labs Inc. provides strategies on how to be productive and happy at work at the same time.

    Marketing Experts

    14. Sujan Patel is VP of Marketing at When I Work, an employee scheduling software. He is an expert in content marketing and he even shares his ideas on content marketing in 2020.

    15. Megan Berry is the Head of Product Development at Rebelmouse, a content marketing and AlwaysOn powerhouse.

    16. Sean Gardner will help you navigate the social media landscape. This includes how to use different platforms to help accelerate your career. He is also the bestselling author of The Road to Social Media Success.

    17. Christel Quek is an digital and marketing expert. She is the VP of South East Asia at Brandwatch. Their products help businesses utilize social media data to make better business decisions.

    18. Jeff Bullas is a digital marketing expert. His blog has over 4 million readers annually.

    19. Michael Stelzer is the CEO and Founder of social media powerhouse site, Social Media Examiner.

    20. If you’re looking for inbound and content marketing expertise, follow Dharmesh Shah, Founder and CTO of Hubspot.

    Advertising

    21. David Edelman is a McKinsey partner and is at the helm of the Digital Marketing Strategy Practice Department.

    22. Dave Kerpen leads the social media software company Likeable Local. He is the author of Likeable Social Media: How to delight your customers.

    23. Clara Shih is the CEO of Hearsay Social and the author of The Facebook Era.

    24. Aaron Lee is Grand Master of Customer Delight at Post Planner. He is an excellent resource for everything social media.

    25. David Sable is the CEO of Y&R, one of the largest advertising firms in the world.

    26. Content marketing trumps traditional marketing these days, and who else better to lead you in this area than Joe Pulizzi, Founder of Content Marketing Institute.

    Personal Branding Experts

    Part of what we market in our personal career is our brand. When people hear your name, what kind of brand comes into their mind? What traits and qualities do they associate with you?

    Here are some personal branding experts from LinkedIn to improve your own brand.

    27. Dorie Clark is the author of Stand Out and Reinventing You. He can help you craft the professional image you’ve always wanted.

    28. Dan Schawbel is the managing partner of Millennial Branding. If you’re a millennial, Dan is the guy to help you craft your personal brand.

    Other Notable Experts to Follow

    29. Lisa Gates is the expert to follow if you’re negotiating for higher salaries and promotions.

    30. If you’re a Baby Boomer, Marc Miller will help you navigate the continually changing landscape of the workplace.

    Advertising

    31. To avoid getting your resumé moved to the “No” pile, read Paul Freiberger’s excellent advice.

    32. James Caan provides insightful ideas on careers in general. He is also a serial entrepreneur.

    33. Jeff Haden writes on various topics, such as leadership and management. He is the owner of Blackbird Media.

    34. If you’re looking for expert business advice on getting new customers and keeping them, follow Jay Baer.

    35. Suzanne Lucas, aka Evil HR Lady, is a great human resources specialist.

    36. If you need help in using Twitter to boost your career, Claire Diaz-Ortiz can guide you in the right direction.

    37. Ryan Holmes is the CEO of Hootsuite, a social media management tool.

    38. Customers are the lifeblood of a business and Colin Shaw focuses on revolutionizing this customer experience.

    39. Brian Solis often reflects on the future of business and how technology can disrupt our world.

    40. Nancy Lublin provides advice on more lighthearted topics, which are perfect after a long day’s work. She is the CEO behind Dosomething.org, a portal designed for social change; and the founder & CEO of Loris.ai and Crisis Text Line.

    41. Katya Andresen provides advice on how to manage your career. She was the CEO of Cricket Media and now responsible for the SVP Card Customer Experience at Capital One.

    42. Gallup has created a system to test what your strengths are and how to use them at work. Jim Clifton is the CEO of Gallup.

    Advertising

    43. Adam Grant is a Wharton Professor and the author of Give and Take, which provides advice on why being helpful at work can accelerate your career.

    44. Hunter Walk is a partner at Homebrew Venture Capitalist Company and has specialty in product development and management.

    45. If you’re running a nonprofit organization, follow Beth Kanter for expert advice on this area.

    46. Emotional Intelligence is necessary to succeed in your career, and Daniel Goleman is your expert for that.

    47. Rita J. King connects science, technology and business.

    48. Tori Worthington Rose is a Creative Director at Mary Beth West Communications, LLC. She has extensive experience in sales and digital media.

    49. If you’re looking for some advice on how to use writing and personal content marketing to boost your career, follow Ann Handley.

    50. Tim Brown is the CEO at IDEO and shares his insights on Leadership and Creativity.

    These are just some of the key thought leaders and movers in various industries. They will provide you with constant inspiration, as well as the willpower to pursue the career that you’ve always wanted. Their stream of expert ideas in their respective fields will help you become well-equipped in your professional pursuits.

    More Articles About Successful People

    Featured photo credit: LinkedIn Sales Navigator via unsplash.com

    Read Next