One of the most common attorney complaints about marketing is that quantifying results is difficult. Many law firms wonder about the ROI on their legal marketing strategy and whether certain activities such as email marketing produce significant business.
Implement a client relationship management (CRM) system with your marketing and that problem is nearly solved. This quick reference guide outlines why a CRM is so effective when integrated with your attorney marketing tactics, as well as how to best harness that power to garner consistent business for your law firm with less hands-on effort.
What is a CRM?
A CRM is a sales and marketing technology that enables you to manage client interactions throughout the sales cycle. It can organize your attorney marketing efforts and make them more efficient, resulting in the following benefits.
- Automated processes such as client profile updates based on behavior (which free resources they download from your website, for instance)
- Streamlined communication systems and automated follow-up
- Easier lead tracking and qualifying
- Tailored email campaigns for every type of client at each stage of the cycle
- Simpler problem resolution
- Straightforward ROI analysis
Some CRM systems like the James Legal CRM even integrate your firm’s billing and accounting software, provide a centralized reporting dashboard, and provide reputation and review management.
How can a CRM help my firm?
An effective, user-friendly client relationship manager accomplishes two big things:
- Frees up time spent on necessary but time-consuming attorney marketing tasks
- Increases the effectiveness and consistency of your marketing efforts
For example, you could set your CRM to send a tailored follow-up email to every potential client who visits your website within one hour of the visit. This not only prevents you from having to manually contact all visitors, but also ensures that every single potential client receives a message from you in a timely manner and that nothing falls through the cracks.
How can I overlay a CRM system upon my existing marketing efforts for more effective attorney marketing?
Once you decide upon which CRM to use, you can set up several functions and processes like the two below that make your attorney marketing to-dos easier and more efficient.
Lead Tracking and Qualifying
Gaining more clients starts with gathering high-quality leads to nurture down the pipeline, and that first involves qualifying potential clients in order to focus on only the ones that fit your ideal client profile.
The right CRM can make it easy to qualify leads by storing and tracking information about clients, flagging certain behaviors as “ready to buy,” and allocating leads to the right people on your team. For example, let’s say that two people reach out to your practice.
- Jim visits your personal injury law firm’s website and fills out a contact form asking for more information about medical malpractice law.
- Tina emails your firm about workers’ compensation law, provides her contact information, mentions a few details about her potential case such as the date of the incident and the injuries sustained. She explains that she’s reaching out to several law firms for consultations.
Jim’s request automatically populates a New Lead form and routes his information to the medical malpractice team at your law firm. The team reviews Jim’s profile and categorizes him as a stage 1 potential client who requires a follow-up call to determine whether he is qualified. One team member is assigned to follow-up to prevent duplicate efforts.
The marketing team that receives Tina’s email creates a profile for her on their CRM and categorizes her as a stage 3 hot lead who is ready to become a client, which prioritizes contacting her on the day’s calendar. This system ensures that Jim and Tina each receive the attention they need when they need it, and with less effort and oversight from your team.
Develop Email Drip Campaigns
Email marketing is one of the least expensive and most cost-effective forms of attorney marketing. However, creating and sending out campaigns can take up a lot of time and energy when done manually.
A CRM enables your firm to develop email drip campaigns (automated email campaigns that are sent out on a specific schedule). For example, let’s say that you already set up an automatic follow-up email to go out to every website visitor who enters their email address into your firm’s online lead form. Turn that into a drip email campaign by sending out one email per week through your CRM!
- The first could be an introductory email quickly introducing your firm and asking how your attorney team could best contact the visitor to gather more information about their needs.
- Should the visitor not respond, he or she will receive another email the following week suggesting a quick phone call to discuss any questions they might have regarding their potential case.
- If you again don’t receive a response, the week three email provides a testimonial from one of your most loyal clients and pushes for a phone call.
- The fourth message contains a video from your firm’s friendly attorney team along with an offer for a free consultation.
You are much more likely to receive a higher response and greater ROI on your attorney marketing with consistent, tailored email campaigns rather than sporadic, generic ones. The best part is that a powerful legal CRM can do the work for you, so you can focus on the things that matter most.
Grow and manage your client base with less work. Try our James Legal CRM, designed specifically for attorneys!
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