For law firms, providing prospective clients with the level of attention and follow-up needed to convert them into clients is often a difficult task. For years, marketing automation software has been an invaluable tool in marketers’ toolsets but is still making inroads in most law firms.
This article will dig into why your firm needs marketing automation and how it can set you apart from the competition in building trust and converting potential clients.
Why Do You Need Marketing Automation?
In the past, law firms had to rely on word-of-mouth and referrals from other law firms as well as publications such as law journals for new clients. Today, with the Internet and social media platforms like Facebook and Twitter, law firms need to have systems in place and build trust in an automated manner with clients who reach out to them online. A good system will give your firm access to more potential clients and provide you with better ways of following up after initial contact has been made.
Marketing automation software isn’t just about sending emails or updating your company’s Twitter feed; it’s about creating relationships with people who may eventually become your customers.
What Are Some Common Uses For Legal Marketing Automation?
Marketing automation systems are a law firm’s best friend. What are some of the common uses of law firm marketing automation? Let’s take a look at some examples.
Law firms can use their marketing automation to generate new business by setting up automated email sequences based on initial contact from potential clients. This allows law firms to keep in touch with prospective clients and demonstrate their interest without manually sending out an email every time someone contacts them online.
Law firm marketing automation in an integrated system should also include tools like CRM (customer relationship management), which allows law firms to keep track of potential clients and their interactions with your firm. This information can then be used to create custom marketing campaigns tailored to each client.
Another great way to use marketing automation for law firms is through social media. Automated posts can be scheduled to go out on a law firm’s Facebook, Twitter, or LinkedIn accounts regularly, helping to keep your firm’s name in front of potential clients.
By automating these processes, law firms can free up time and resources to focus on more critical tasks, like providing quality legal services to their clients.
What System Should I Use For Legal Marketing Automation?
There are a lot of marketing automation platforms out there – Hubspot being the most popular. Some others include Keap, ActiveCampaign, and Lexicata (recently bought by Clio). Most mainstream platforms are hugely powerful, but they can become overwhelming quickly since they’re blank slates that expect you to mold them to your firm’s proven process.
Most of these platforms can do the same types of things – the differentiation comes in applying your process and how you do things.
At LegalScapes, we use a platform called LawAMP. It has similar (and in some places, better) functionality to the systems listed above, but we’re able to provide templates for best practices for your practice areas, from campaigns to sales process to email newsletters. Some firms use these as-is, while some customize them heavily and build out the resources with their own voice and process.
How To Get Started
The best way to get started with a legal marketing automation platform is to pick one feature that could help your firm, and get that set up fully while ignoring the rest of the functionality. Once you get your feet wet with the first function of the platform, you can start building out additional ones that can help your firm.
Where do we see most people start? Here are a couple of the most popular places…
- Reputation management (requesting and responding to reviews)
- Landing pages for ads (Google Ads, Facebook Ads, etc)
- Integrated calendars for scheduling a consultation
- Chatbots for your website
- Lead magnets (e.g. The Ultimate Checklist For Estate Planning)
Marketing automation is a central piece of the services LegalScapes provides to clients. If we can help you, schedule a consultation either by chatting with us with the button in the bottom right, or you can schedule directly on our calendar from the button below!
About The Author
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I trust Brian and the team at Legalscapes entirely.
Their command of the legal industry sets them miles apart from other agencies.
They know our specific pain points and have the insight and capabilities to solve them.
Digital Marketing Director
Riddle & Brantley