Choosing Automation is Easier, Cheaper, and More Effective for Your Legal Marketing

Many attorneys are reluctant to improve their legal marketing systems simply because they don’t have enough time. They rely on word-of-mouth and bench ads, thinking it would be nice to have someone to manage their contact lists and follow up with potential clients on their behalf—but the thought of hiring another employee doesn’t seem worth the expense.

However, there is an easier (and cheaper) solution. By automating your customer’s inquiries, you can give them instant, personalized service and get them the information they requested quickly—all while gathering vital information to add your marketing machine.

Here are just a few things an automated service can do for you:

  • Send out reports. Gone are the days of fishing out pre-printed guides, paying for postage, and mailing out packages that take weeks to arrive. Once your visitor fills out a web request for information, your automated system should take him to a page that says, “Thank you! Your free report is being sent to the email address you gave us.” Seconds later, the report is in his inbox.
     
  • Collect contact information. In exchange for the free report, your system will take the customer’s contact information and add it to your law firm’s master list, categorizing each name and type of contact.
     
  • Track requests. A worthwhile automated system will track each of your marketing materials separately, telling you how the customer arrived at the page and how long it took him to request information via that route. This takes the guesswork out of your advertising efforts, allowing you to make better marketing decisions in the future.An automated system to manage your contacts is better than a full time employee.
     
  • First, follow up. A few days after the informational guide has been sent, your automated system should send an email to the prospect. Since the system knows why he contacted you (most can recognize keywords), it can generate an email that is more insightful and personal than a mere form letter. (“Hello! I hope you enjoyed the free guide. Did you know that cases mediated by an attorney have larger personal injury settlements? Learn more about the ins-and-outs of your case at Smith and Smith or call us to answer your questions.”)

By the time you follow up with a phone call a few days later, your customer is well aware of who you are and how knowledgeable you are, getting most of your marketing done without your having to lift a finger.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.