Systems for your Law Firm that Convert Callers into Clients
Great marketing comes in many forms. One of the most important - but unconsidered - components of marketing is consistency. You need to show up regularly and often, especially with potential clients who have just started to think about hiring an attorney.
You will quickly discover that it’s hard to make sure you regularly hit the needed “marketing touches” if you don’t use Automation.
Automation is simply the act of taking a process that normally needs to be remembered and getting a machine to do it for you.
For example, at BenGlassLaw (the law firm of Great Legal Marketing founder Ben Glass), we use software to automatically generate the email marketing in our follow-up campaigns. After a client requests information from us or calls the law firm, he or she receives emails regularly over a couple of weeks about his or her particular legal issue. It would be a pain for an employee to send out these emails on a schedule - and there would be missed steps in the process.
Email marketing is just one of the marketing steps you can automate, but you can learn about a lot more by reading the articles below!
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How Long Does It Usually Take for A Client to Hire an Attorney?
In our experience, we find that it typically takes a client about 4 -12 months to hire an attorney after visiting the attorney's website if the lawyer uses follow-up marketing.
In many cases, the actions a lawyer takes after a visitor has come to their website called the law firm or requested information are as important as the actions that the lawyer takes to attract the potential client in the first place.
For example, a strong legal marketing campaign that converts potential clients into actual clients typically has a strong follow-up after a potential client has contacted the firm. Follow-up activities may include a combination of emails, phone calls, free offers, and other materials that answer the questions of potential clients, establish you as knowledgeable in your practice area and convince clients of the importance of pursuing their recoveries.
Do not become discouraged if a potential client does not sign a fee agreement within days of contacting you. Instead, use your attorney marketing strategies to help persuade that client to hire you and pursue a legal recovery.
What Are the Best Forms of Follow-Up for Effective Legal Marketing?
Follow up with clients is an essential part of an overall legal marketing plan. This can consist of virtually any form of contact with a potential client. The following is a summary of some of the most frequently used methods:
- Legal newsletter
Properly written, the attorney periodical should highlight interesting court decisions, cases, or facts and present them in an educational and creative manner. Contacts of the law firm who receive the newsletter will remember the attention-grabbing story lines and hopefully contact the lawyer when a need for legal representation arises.
- Phone calls
Perhaps the most personal form of follow up is a phone call to a potential client. After an initial introduction, conference, email, or mailing, a follow-up phone call is a direct method for reaching out to contacts.
Email is a quick and efficient form of follow up because it allows for an inexpensive, indirect, and low-pressure means of connecting with the potential client. The individual can respond when it is convenient for them.
- Packaged marketing materials
These materials can include anything from a law firm brochure to a coloring book about car safety. The goal is the same - to give the contact something to serve as a reminder about the attorney and the services the law firm offers.
- Community involvement
Earning a reputation in the community for being a respected and trusted leader happens naturally over time through dedicated involvement in local activities. It is also an excellent form of follow up because it serves as another opportunity to be in front of potential future clients.
- Legal newsletter