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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.

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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:

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    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.

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    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:

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    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

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    Published on March 25, 2019

    How to Find New Growth Opportunities at Work

    How to Find New Growth Opportunities at Work

    Career advancement is an enticement that today’s companies use to lure job candidates. But to truly uncover growth opportunities within a company, it’s up to you to take the initiative to move up. You can’t rely on recruiter promises that your company will largely hire from within. Even assurances you heard from your direct supervisor during the interviewing process may not pan out.

    But if you begin a job knowing that you’re ultimately responsible for getting yourself noticed, you will be starting one step ahead.

    Accomplished entrepreneur and LinkedIn Co-Founder Reid Hoffman said,

    “If you’re not moving forward, you’re moving backward.”

    It’s important to recognize that taking charge of your own career advancement, and then mapping out the steps you need to succeed, is key to moving forward on your trajectory.

    Make a Point of Positioning Yourself as a Rising Star

    As an employee looking for growth opportunities within your current company, you have many avenues to position yourself as a rising star.

    As an insider, you’re able to glean insights on company strategies and apply your expertise where it’s most needed. Scout out any skills gaps, then make a point to acquire and apply them. And, when you have creative ideas to offer, make it your mission to gain the ear of those in the organization who can put your ideas to the test.

    Valiant shows of commitment and enterprise make managers perk up and take notice, keeping you ahead of both internal and external competitors.

    Employ these other useful tips to let your rising star qualities shine:

    1. Promote Your Successes to Your Higher-Ups

    When your boss casually asks how you’re doing, use this valuable moment to position yourself as indispensable: “I’m floating on clouds because three clients have already commented on how well they like my redesign of the company website.”

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    Tell your supervisors about any and all successes. Securing a new contract or signing a new customer should be a cause for celebration. Be sure to let your bosses know.

    2. Cultivate Excellent Listening Skills

    Listen well, and ask great questions. Realize that people love to talk about themselves.

    But if you’re a superb listener, others will confide in you, and you’ll learn from what they share. You may even find out something valuable about your own prospects in the company.

    If others view you as even-minded and thoughtful, they’ll respect your ideas and, in turn, listen to what you have to say.

    3. Go to All Office Networking Events

    Never skip the office Christmas party, your coworker’s retirement party, or any office birthday parties, wedding showers, or congratulatory parties for colleagues.

    If others see you as a team player, it will help you rise in your company. These on-site parties will also help you mingle with co-workers whom you might not ordinarily have the chance to see. For special points, help organize one or two of these get-togethers.

    Take the Extra Step to Show Your Value to the Company

    Managers and HR staff know that it can be less risky – and a lot less costly — to promote from within. As internal staff, you likely have a good grasp of the authority structure and talent pool in the company, and know how to best navigate these networks in achieving both the company’s goals and your own.

    The late Nobel-Prize winning economist, Gary Becker, coined the term “firm-specific,” which describes the unique skills required to excel in an individual organization. You, as a current employee, have likely tapped into these specific skills, while external hires may take a year or more to master their nuances.

    Know that your experience within the company already provides value, then find ways to add even more value, using these tips:

    4. Show Initiative

    Commit yourself to whatever task you’re given, and make a point of going above and beyond.

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    Position yourself so that you’re ready to take on any growth opportunities that present themselves. If you believe you have skills that have gone untapped, find a manager who will give you a chance to prove your worth.

    Accept any stretch assignment that showcases your readiness for advancement. Stay late, and arrive early. Half of getting the best assignments is sticking around long enough to receive them.

    5. Set Yourself Apart by Staying up on Everything There Is to Know About Your Company and Its Competitors

    Subscribe to and read the online trade journals. Become an active member in your industry’s network of professionals. Go to industry conferences, and learn your competitors’ strategies.

    Be the on-the-ground eyes and ears for your organization to stay on top of industry trends.

    6. Go to Every Company Meeting Prepared and Ready to Learn

    A lot of workers feel meetings are an utter waste of time. They’re not, though, because they provide face-time with higher-ups and those in a position to give you the growth opportunities you need.

    Go with the intention of absorbing information and using it to your advantage — including the goals and work styles of your superiors. Respect the agenda, listen more than you speak, and never beleaguer a point.

    Accelerate Your Career Growth Opportunities

    A recent study found that the five predictors of employees with executive potential were: the right motivation, curiosity, insight, engagement, and determination. These qualities help you stand out, but it’s also important to establish a track record of success and to not appear to be over-reaching in your drive to move up in your company.

    Try to see yourself from your boss’s position and evaluate your promote-ability.

    Do you display a passion and commitment toward meeting the collective goals of the company? Do you have a motivating influence with team members and show insight and excellence in all your work?

    These qualities will place you front and center when growth opportunities arise.

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    Use these strategic tips to escalate your opportunities for growth:

    7. Find a Mentor

    With mentorship programs fast disappearing, this isn’t always easy. But you need to look for someone in the company who has been promoted several times and who also cares about your progress.

    Maybe it’s the person who recommended you for the job. Or maybe it’s your direct supervisor. It could even be someone across the hall or in a completely different department.

    Talk to her or him about growth opportunities within your company. Maybe she or he can recommend you for a promotion.

    8. Map out Your Own Growth Opportunity Chart

    After you’ve worked at the company for a few months, work out a realistic growth chart for your own development. This should be a reasonable, practical chart — not a pie-in-the-sky wish list of demands.

    What’s reasonable? Do you think being promoted within two years is reasonable? What about raises? Try to inform your own growth chart with what you’ve heard about other workers’ raises and promotions.

    Once you’ve rigorously charted a realistic path for your personal development within the company, try to talk to your mentor about it.

    Keep refining your chart until it seems to work with your skills and proven talents. Then, arrange a time to discuss it with your boss.

    You may want to time the discussion around the time of your performance review. Then your boss can weigh in with what he feels is reasonable, too.

    9. Set Your Professional Bar High

    Research shows that more than two-thirds of workers are just putting in their time. But through your active engagement in the organization and commitment to giving your best, you can provide the contrast against others giving lackluster performances.

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    Cultivate the hard skills that keep you on the cutting edge of your profession, while also refining your soft skills. These are the attributes that make you better at embracing diverse perspectives, engendering trust, and harnessing the power of synergy.

    Even if you have an unquestionably left-brain career — a financial analyst or biotechnical engineer, for example — you’re always better off when you can form kind, courteous, quality relationships with colleagues.

    Let integrity be the cornerstone of all your interactions with clients and co-workers.

    The Bottom Line

    Growth opportunities are available for those willing to purposely and adeptly manage their own professional growth. As the old adage says,

    “Half of life is showing up.”

    The other half is sticking around so that when your boss is looking for someone to take on a more significant role, you are among the first who come to mind.

    Remember, your career is your business!

    More Resources About Ever-Growing

    Featured photo credit: Zach Lucero via unsplash.com

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