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Law Firm Online Marketing – 15 Proven Strategies

Internet marketing is a big world, and law firm Internet Marketing is no different. How should you promote and market your law firm? What’s the best way to grow your firm? Which strategies will create real traction, and which marketing trends are just fads? Online marketing for your law firm can seem daunting, especially if you’re new to it.

At JurisPage, we’ve helped thousands of law firms develop and execute effective law firm internet marketing plans. We’ve seen what works and what doesn’t. We’ve seen success in law firms with marketing campaigns ranging from sophisticated to lean-and-mean… and everything in between.

So in this article we’ll outline 15 law firm internet marketing strategies that are proven to drive traffic to your firm, generate business and grow your practice.

Ready to get more cases and clients from online marketing?

We know law firm online marketing. Get in touch with our team to plan a marketing strategy for your law firm.

Let’s get started.

#1 – Develop Your Law Firm Marketing Plan

Law firm Internet marketing all starts with the plan. You should never just simply jump into marketing your law firm without a plan; a plan that includes where you want to go, and how you plan to get there. (Ready-fire-aim doesn’t work when it comes to law firm online marketing.) Jumping into blog-writing, or social media, or video marketing without an overarching plan is a surefire way to waste time and money.

Every law firm needs a marketing plan. And that plan doesn’t need to be hundreds of pages long. In fact, ideally, it should be a one page overview of your firm’s objectives, tactics and metrics you’ll use to measure your firm’s marketing success.

A law firm online marketing plan that looks something like this:

Your law firm Internet marketing plan should include:

The purpose of your marketing plan:

  • Are you looking to build your firm’s thought leadership?
  • To generate new clients and cases?
  • To develop your firm’s reputation?
  • All of the above? (Everything else in your plan should align to these goals.)

The strategy, or key initiatives/elements of your marketing plan:

What key projects or ongoing initiatives will make up your law firm online marketing plan? These are the campaigns that you or your hired law firm online marketing agency will manage for you, including:

  • SEO and Content Marketing
  • Paid Internet Advertising (PPC)
  • Email Marketing / Lead Nurturing
  • Social Media Marketing

(More on each of the different types of marketing campaigns shortly.)

The tactics, or nuts-and-bolts of your law firm Internet marketing plan; the Who/What/When/How of your plan:

  • How often will new content be published? (Consistency is key when it comes to onlnie marketing for law firms).
  • What subjects will our content marketing cover?
  • Who will write our marketing content, manage our advertising campaigns, and so on?
  • When will we distribute press releases?

And finally, the metrics by which we’ll measure the success of our law firm online marketing plan:

  • Is our website traffic increasing each month?
  • How do our website pages rank in a Google search?
  • How many leads are we generating each month?
  • What is the cost of each lead and client generated?

Defining your law firm online marketing plan is a vital first step to marketing your law firm.

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Law Firm Online Marketing – 15 Proven Strategies

Internet marketing is a big world, and law firm Internet Marketing is no different. How should you promote and market your law firm? What’s the best way to grow your firm? Which strategies will create real traction, and which marketing trends are just fads? Online marketing for your law firm can seem daunting, especially if you’re new to it.

At JurisPage, we’ve helped thousands of law firms develop and execute effective law firm internet marketing plans. We’ve seen what works and what doesn’t. We’ve seen success in law firms with marketing campaigns ranging from sophisticated to lean-and-mean… and everything in between.

So in this article we’ll outline 15 law firm internet marketing strategies that are proven to drive traffic to your firm, generate business and grow your practice.

Ready to get more cases and clients from online marketing?

We know law firm online marketing. Get in touch with our team to plan a marketing strategy for your law firm.

Let’s get started.

#1 – Develop Your Law Firm Marketing Plan

Law firm Internet marketing all starts with the plan. You should never just simply jump into marketing your law firm without a plan; a plan that includes where you want to go, and how you plan to get there. (Ready-fire-aim doesn’t work when it comes to law firm online marketing.) Jumping into blog-writing, or social media, or video marketing without an overarching plan is a surefire way to waste time and money.

Every law firm needs a marketing plan. And that plan doesn’t need to be hundreds of pages long. In fact, ideally, it should be a one page overview of your firm’s objectives, tactics and metrics you’ll use to measure your firm’s marketing success.

A law firm online marketing plan that looks something like this:

Your law firm Internet marketing plan should include:

The purpose of your marketing plan:

  • Are you looking to build your firm’s thought leadership?
  • To generate new clients and cases?
  • To develop your firm’s reputation?
  • All of the above? (Everything else in your plan should align to these goals.)

The strategy, or key initiatives/elements of your marketing plan:

What key projects or ongoing initiatives will make up your law firm online marketing plan? These are the campaigns that you or your hired law firm online marketing agency will manage for you, including:

  • SEO and Content Marketing
  • Paid Internet Advertising (PPC)
  • Email Marketing / Lead Nurturing
  • Social Media Marketing

(More on each of the different types of marketing campaigns shortly.)

The tactics, or nuts-and-bolts of your law firm Internet marketing plan; the Who/What/When/How of your plan:

  • How often will new content be published? (Consistency is key when it comes to onlnie marketing for law firms).
  • What subjects will our content marketing cover?
  • Who will write our marketing content, manage our advertising campaigns, and so on?
  • When will we distribute press releases?

And finally, the metrics by which we’ll measure the success of our law firm online marketing plan:

  • Is our website traffic increasing each month?
  • How do our website pages rank in a Google search?
  • How many leads are we generating each month?
  • What is the cost of each lead and client generated?

Defining your law firm online marketing plan is a vital first step to marketing your law firm.

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Lawyers.com is a website that is a directory-based platform designed and advertised as a place where lawyers can get their name, their practice, and their abilities in front of more of their target market. According to Lawyers.com, they receive a healthy 15 million visitors each month. So, how does it work? What does it cost? Is it really worth it for lawyers? We’ll answer those questions here in this Lawyers.com review.

Lawyers.com Directory and Reviews

The Lawyers.com directory provides consumers with a place to try and find an attorney who can help them with their legal needs. For lawyers, the platform acts like a lead generation platform.

Consumers can look up lawyers in several ways. They can choose to look up lawyers by practice area, location, name, or even a broad overview of their legal issue. From there, the consumer is given a list of results that includes basic information about the lawyer or law firm and their rating. If the consumer clicks through on a profile, they are taken to a dedicated page for the lawyer or firm. They can get contact information, read or leave reviews, and learn more about the practice.

Lawyers.com profiles can be beneficial because of the amount of traffic that hits the site each month. Since Lawyers.com is owned by the same company that also owns Martindale and Nolo (which, by the way, is now called Martindale-Nolo), the profile has the potential to gain more exposure. However, we’d be remiss in this Lawyers.com review if we didn’t point out that while the potential for traffic is there, there’s no guarantee of leads or extra business. There are more than a million lawyers in the directory. So, how a lawyer would put together their profile, including linking it to a website with good content and having content published on other platforms owned by this conglomerate or by participating in the forum, is extremely important. Reviews and ratings for the lawyer will also play a factor.

So, let’s talk about reviews and ratings on Lawyers.com. Lawyers can rate each other on Lawyers.com. Remember the old Martindale-Hubbell peer ratings? It’s alive and well in the digital age. Once a profile is established, the lawyer can request reviews from other practicing attorneys as well as sitting judges. Those individuals will be contacted. If they want, they can give their opinion on the legal skills and ethical behavior of the requesting attorney. However, peer ratings are a bit of a mixed bag on Lawyers.com. Lawyers can keep peer reviews from showing up on their profile through suppression, but they cannot choose to remove certain reviews. It’s all or nothing.

Clients also have the ability to review their experience with the lawyer. Consumers are encouraged to provide reviews of lawyers or law firms that they worked with to resolve a legal problem. Online reviews can be extremely beneficial since many consumers now look online and do a little research before deciding who they should use. However, previous clients who are unhappy with services, regardless of whether the lawyer believes the feelings were justified, can also leave reviews.

What’s the Cost for Lawyers.com?

So, what does it cost for lawyers to use Lawyers.com? Lawyers can claim a free lawyer profile and begin using the site without a charge. However, if anyone tries to contact them through their profile, they will pay a fee to Lawyers.com to receive the lead. Lawyers.com does not publish the amount lawyers pay to receive the leads.

They also offer a preferred placement profile for lawyers. This comes with a monthly price tag that isn’t disclosed. When consumers search for a lawyer based on location, legal issue, or practice area, the preferred profiles appear at the top of the page. They are clearly marked as an ad (which from a transparency standpoint is good). The free listings fall underneath the preferred listings. However, it is our understanding that despite paying the monthly fee (which depends on where a lawyer would like to be placed as preferred; for example, location or legal issue), they must also pay for any leads that come through their profile.

The post Lawyers.com Review appeared first on JurisPage.

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Growing a business is a challenging endeavor. When you’re a practicing attorney, you must take considerable precautions when advertising your services. Because of this, many law firms turn to lead services to help them make contact with individuals or businesses who may be a good fit. One of the services used by law firms is 4LegalLeads.com.

In this 4LegalLeads review, we’re going to give you an overview of how they operate, which practice areas they cover, and some information about the cost of their service.

What Do You Get When You Pay for Leads?

4LegalLeads.com has been around since 2001. They offer exclusive leads for lawyers and law firms, meaning they don’t give the same lead to two or more lawyers or law firms.

4LegalLeads provides real-time leads curated in two ways – live phone calls and form submissions. If a consumer calls their information center seeking information, they can be transferred directly to your law firm. Lawyers and firms using the service are in a queue, and the calls get routed to who is next in line to take the call. Phone leads include targeting options, including practice areas, locations, and even the hours that you’re willing to accept these calls. Note that you will be charged for phone leads even if your voicemail picks up.

4LegalLeads also provides leads collected from a web form. Because these are considered real-time leads, they are not re-distributed or manually distributed. When a lead comes in, it gets sent to the next available customer in the area.

Web and phone leads must be purchased together and are not offered separately.

Which Practice Areas Are Included in 4LegalLeads Service?

4LegalLeads provides leads for most broad practice areas as well as specialty areas. Leads are available for:

  • Auto Accidents with or without injury. Auto accidents without injury can be purchased under Traffic Violations category.
  • Bankruptcy. The prospective client may or may not know which chapter they need to file.
  • Business law. This includes any subject that may be covered by business law.
  • Child birth injury. This includes injuries that may have been sustained by mother or child.
  • Civil lawsuit defense. These are lawsuits without injuries. Sub-categories include civil lawsuit defense and discrimination and harassment that did not take place at work.
  • Consumer law. The sub-categories include identity theft, insurance claims, consumer law, and lemon law.
  • Criminal defense. This may be treated as a general category, expungement, or appeal. Sub-categories include criminal defense, criminal appeals, criminal expungement, police brutality, and victim of a crime.
  • Debts and collection. The sub-categories are debt collector harassment and collections and debt.
  • DUI. This is its own broad category, but may also be broken down further into two sub-categories: DUI and suspended license.
  • Employment and labor law. The sub-categories include general employment law, work-related discrimination and harassment, and wrongful termination.
  • Estate planning. The sub-categories include wills and trusts, estates and probate, and power of attorney.
  • Family law. Lawyers may choose from the sub-categories of divorce, child custody, child support, adoption, and family law.
  • Foreclosure defense.
  • Identity theft. While it is considered a sub-category for consumer law, it is also its own category.
  • Immigration.
  • Intellectual property. Lawyers may choose from the sub-categories of copyrights / trademarks or patents.
  • Landlord tenant. Lawyers may choose from two sub-categories: landlord/tenant and eviction.
  • Medical malpractice.
  • Mesothelioma. However, their website said they are currently not offering leads in this category.
  • Nursing home abuse.
  • Personal injury. This category does not include auto accidents, medical malpractice, or worker’s comp.
  • Real estate and property law. This category does not include foreclosure defense. The sub-categories include real estate disputes and property disputes.
  • SSDI.
  • Tax law.
  • Traffic violations. This category does not include DUI or most auto accidents. Sub-categories are traffic law and suspended license.
  • Worker’s compensation.
  • Wrongful termination. While this is its own category, it is also listed as a sub-category for employment law.
The Cost of 4LegalLeads

What good would this 4LegalLeads review be if we didn’t discuss price? We’re happy to see that the company provides its rates on the website. As of June 2019, their per lead price is as follows:

  • Auto accidents: $175 – $700 per lead.
  • Bankruptcy: $50 per lead.
  • Business law: $30 per lead.
  • Child birth injury law: $100 per lead.
  • Civil lawsuit defense: $20 per lead.
  • Consumer law: $20 per lead.
  • Criminal defense: $60 – $85 per lead.
  • Debt and collection: $20 per lead.
  • DUI: $80 to $175 per lead.
  • Employment and labor law: $20 – $45 per lead.
  • Estate planning: $40 per lead.
  • Family law: $40 per lead.
  • Foreclosure defense: $55 per lead.
  • Identity theft: $30 per lead.
  • Immigration: $20 per lead.
  • Intellectual property: $30 – $40 per lead.
  • Landlord tenant: $30 per lead.
  • Medical malpractice: $40 per lead.
  • Nursing home abuse: $70 per lead.
  • Personal injury: $75 – $225 per lead.
  • Real estate and property law: $30 per lead.
  • SSDI: $40 per lead.
  • Tax law: $60 – $120 per lead.
  • Traffic violations: $20 per lead.
  • Worker’s compensation: $75 – $250 per lead.
  • Wrongful termination: $8 per lead.

It’s important to note that the lead price may be more or less than what is stated on the website based on the location of the potential case. You can learn more about their pricing by requesting a free consultation through their website.

The post 4LegalLeads Review appeared first on JurisPage.

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Unbundled Attorney Review – What You Should Know Before You Sign Up

Unbundled Attorney is a lead generation website that services lawyers in specific practice areas. In this Unbundled Attorney review, we’re going to look at how they differ from other lead generation services that work with the legal industry, the practice areas available, and the cost of their service.

What Makes Unbundled Attorney Different from Other Lead Generation Services?

Unbundled Attorney works with attorneys who offer unbundled legal services, which are services that are offered either for a flat fee or limited-scope representation for clients. They do offer leads for full representation, but it must include a payment plan or a replenishment plan which is not a feature offered by other lead generation services. They also provide a “layaway” feature to help leads plan for paying a lawyer. One nice thing about their unique structure is in how they help ensure that the leads can afford to pay their bills.

Unbundled Attorney doesn’t force lawyers or law firms to sign a long-term contract. They believe that their leads are so highly qualified that your ability to convert them to paying clients should speak for itself. For those who do want to cancel, their website states that the cancellation process is as simple as just telling them you no longer wish to receive their leads.

How It Works

Unbundled Attorney provides exclusive leads to their clients. Since the leads are exclusive, lawyers or law firms don’t have to worry about another lawyer or law firm calling the lead before they can.

Unbundled Attorney provides some upfront client education to the leads before passing them on. According to their website, taking the time to provide potential clients with some basic information helps the lawyer or law firm who receives the lead more easily convert them to a paying client in less time. The leads are often told about the price range that they might expect when inquiring about flat rate or limited-scope representation.

Unbundled Attorney’s Practice Areas

Unbundled Attorney isn’t for everyone because they have a limited number of practice areas that they serve. Leads are only available for:

  • Family law
  • Immigration law
  • Estate planning
  • Bankruptcy

What’s the Cost?

Unfortunately, Unbundled Attorney does not list prices for their lead. Based on what we’ve learned from researching this company, it’s likely that the lead price varies based on location. To learn more about Unbundled Attorney and its potential cost for your law firm, you would need to reach out to the company to explore their services.

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This post is an excerpt from a free ebook from JurisPage on email marketing for lawyers. The ebook contains a comprehensive look at email marketing for lawyers. It discusses everything from the basic question of “Why should you consider email marketing?” to specific email marketing strategies. It discusses the more technical aspects of setting up software and creating campaigns, as well as specific email marketing tips to save you time and effort.

Once you have the software and lists set up, you will need to think about doing the actual work of creating the email campaigns. Here is how you are going to tackle all of this.

Plan it out, at least 1 quarter ahead.

The best way to tackle this is to get a look at the big picture. Know what emails you will want to send when. Each of your emails should serve a specific purpose and have a specific goal in mind.

Look at calendar, plan around holidays.

Not only should you have your content planned for the quarter ahead of time, you should consider the dates you want to send your content. Look at a calendar so you know which dates you will want your emails to send. You can make sure to avoid sending regular emails on holidays (when people are less likely to be checking work emails). Or, you may want to send a specific email because of the holidays (e.g. a “Happy New Year” email to your audience).

Write in bulk, if possible.

With planning ahead, writing your emails in bulk can be key to efficiency. Writing emails in bulk, especially if you are doing email sequences, is helpful so you can stay on-theme without losing focus in subsequent emails. Some emails you obviously will not be able to write ahead for (e.g. newsletter emails sharing blog content that is not yet written for your blog; “updates in the law” emails before any updates actually happen). That’s fine. But, if you have several emails that you can write at a time, batch the writing so you can dedicate the time you need to it.

Schedule emails in advance.

Your emails should always be scheduled. You should never be creating and publishing your emails immediately. For one, you should want to have your emails scheduled for a particular time of day (as discussed earlier in this guide) rather than whatever day/time you finished setting up your latest email. Since you want to ensure the most people open and read your email, scheduling for the right time is critical. Don’t just write and fire off your newsletter because you finished it and want it off your plate. You need to be strategic and thoughtful to ensure that the time you spend on that email was worthwhile. Sending an email on a Sunday afternoon just because that’s when you happened to finish setting it up is a sure way to get few opens or clicks. Also, scheduling emails ahead of time ends up causing less stress on your end. You can even batch-schedule many emails in one working session to save time.

Block off campaign review time on your calendar.

One thing many firms don’t do is review their campaigns. What good is all this data, and how are you going to improve your marketing campaigns over time, if you do not look at your previous campaigns’ successes and/or failures? Are your emails getting opened? Are you sending at a good time-of-day? Put some time on your calendar each month to review your email marketing campaigns and see how you’ve done and where you can improve. Email software provides a lot of great data, so make sure to take advantage of it so you can run better campaigns and get better results. There’s no point doing the same thing over and over again to get the same results if they’re not what you’re looking for.

Don’t worry too much about “Too Many Emails”.

You should not worry about feeling like you are “bombarding” your audience with too many emails. People get a lot of emails every day. Chances are, they will not feel annoyed and unsubscribe unless you are literally sending them an email every single day. Seriously. You are probably not sending too many emails. In fact, with regular follow-up emails sent to potential clients, you will likely find that they appreciate the consistent follow-up. The #1 complaint people have about lawyers is non-responsiveness. Sending consistent emails signals to them that you care about their business, that you are attentive, and that you are responsive.

Download Our Ebook
Looking to grow your practice? Email marketing can help

This eBook covers:

  • What email marketing software to use
  • Building and segmenting an email list
  • Coming up with email content
  • Creating newsletters
  • Creating automations and drip campaigns
  • Logistics of email campaigns – the best time to send and more
  • Workflow tips
  • Email samples

And more. Download it today, and take the first step towards growing your practice!

The post appeared first on JurisPage.

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This post is an excerpt from a free ebook from JurisPage on email marketing for lawyers. The ebook contains a comprehensive look at email marketing for lawyers. It discusses everything from the basic question of “Why should you consider email marketing?” to specific email marketing strategies. It discusses the more technical aspects of setting up software and creating campaigns, as well as specific email marketing tips to save you time and effort.

Now, let’s get into the nitty-gritty of email marketing campaigns.

You’re going to send an email. You’ve decided that much. But when will you send it? What should you say? What is the right formula to ensuring my recipient actually opens and reads my email?

This chapter is going to break down every element of your email, with evidence-based recommendations to help you ensure people actually read your emails.

Subject Line

The subject line is what gets people to open your email. Without a compelling subject line, your recipient will not open your email and your effort spent writing thoughtful and interesting content is wasted. Here are my rules for crafting subject lines: the “6 E’s of Subject Lines”

(note: these are not E’s, but when you read them, they all end in an “E” sound, though they all actually end in the letter Y… I thought it was a cute device, so let’s just move on with it)

Urgency

They need to open your email now! Not later. If they see your email and don’t open it now, they may not open it ever. A sense of urgency makes it more likely that as soon as they see your email they open and read it.

Sample urgency subject line: “Your business may be affected by this new regulation”

Curiosity

Create some mystery on what is inside your email. Pose a question. “What’s in the box?” Make it so your recipient has to know what it is you are talking about in your email body text. Also, a tip here: talking about what your readers’ competitors are doing (if they are running a business) is a sure way to get them to open your emails.

Sample curiosity subject lines: “The Supreme Court is banning what?”; “How are these businesses coping with this new regulation?”

Personality

Every email marketing app has the ability to create dynamic / personalized content, including subject lines. If you have names associated with each of your subscribers, you can send them personalized emails they are sure to notice in their inbox. There’s nothing quite as scary like seeing an email in your inbox that says “[Your Name] – I know you killed that girl!”

Sample personality subject line: “[ABC Construction] may be affected by this Supreme Court opinion”

Brevity

Ensure that your subject lines are 50 total characters or less, so they will be less likely to get cut off by your subscribers’ email client.

Trustworthy

Fool me once, shame on you; fool me twice, shame on me.

Don’t overpromise or trick subscribers in your email subject lines to get them to open your emails. You may get them to open an email of yours once, but if they are not happy after opening your email, they will not do it again. They may just unsubscribe. So, don’t use subject lines like, “Urgent Action Required”.

Diligently

Spend time on your subject lines. I’ve heard marketers say things like, “For every email I write, I spend half my time thinking up the perfect subject line.” Remember, the subject line is what gets people to open and read your emails. Poorly constructed or unenticing subject lines means no one reads your email content and no one takes the action you want them to.

From Name

Who is your email going to be from? Your email marketing software gives you an endless array of options. You will need to choose a From Name as well as a From Email.

The From Name is the name of the sender that appears alongside the email address. It’s ultimately your choice what to send as. You can do:

  • Your Name
  • Your Law Firm Name
  • Your First Name from Law Firm Name
  • Your Full Name from Law Firm Name

So, if your name is John Smith from Smith Law Group, you could have your from name be either:

  • John Smith
  • Smith Law Group
  • John from Smith Law Group
  • John Smith from Smith Law Group

If your From Name is too long though, it might get cut off by your recipient’s email client. Your From Name should depend on the size of your law firm. If you are running a solo practice, it should probably come from you. If you are running a larger firm, you may want to send them from the law firm name. Another idea: If you are running a firm larger than a solo practice, you may want to send your recipients emails from the From Name of the lawyer at the firm who is their main contact (if you have a field for that set up in your email software).

From Email

From Email is the email address that recipients will see associated with your emails. Like with the From Name, your email software will let you customize the From Email. You can use a generic mailbox like “info@yourfirm” or the email address of a person at your firm.

One recommendation: do not send from “no-reply@”. First, it’s very impersonal. Second, you will want to be able to get replies to your marketing emails. That’s how you can continue conversations. Without the ability to get email replies, it puts a burden on your recipient to try and figure out how to get in touch with you. Email marketing software can filter out auto-responses and send real replies to your inbox.

When to Send

When is the perfect time and day to send?

I get a lot of questions about this. There have been tons of studies. The main consensus is: Send your marketing emails on Tuesday, Wednesday or Thursday in the morning. Weekends are bad.

That being said, every audience is different. You may want to test out different days and times to see how it performs with your audience.

Email marketing software generally lets you do A/B testing so you can try out different variables to see how they affect your email opens.

CTA

Your emails should have a call-to-action (“CTA”). The CTA is what you want people to do after reading your email. This could be clicking a link to sign up for a consultation, or clicking a link to read an article on your website. Every email you send should have a specific goal, with a call-to-action that directs readers to that goal.

A/B Testing

Most every email marketing app has the ability to do “A/B Testing” or “Split Testing”. This lets you send variations of an email to different small segments of your audience, see which performs better, and send the “winner” version to the remainder of your audience.

With split testing, you can try out different subject lines, from names, time-of-day sending, and email content itself, to see which performs better. Split testing helps you ensure you are sending the best possible message to the most subscribers.

Here’s a sample of what a split test scenario could look like:

  • We are testing out subject lines for a better open rate
  • We have 2 test emails – A and B – with different subject lines
  • Email A has the subject line: “7 Things People Should Know About Filing for Bankruptcy”
  • Email B has the subject line: “How to Prepare for Bankruptcy”
  • Email A sends to 10% of your list immediately
  • Email B sends to a different 10% of your list immediately
  • After 1 hour, the email marketing software compares the results – who has the highest open rate – A or B?
  • Whichever has the highest open rate – A or B – then sends to the remaining 80% of your email list

And no subscriber to your list has any idea that you were running a split test on them. It’s magic!

Benchmarks

Over time, you are going to want to try and get better open rates and reply rates for your emails. The way to do that is to track your data. Set benchmarks from the beginning, see how performance is over time, and work on improving.

Pop Quiz: What do you think the average open rate is in the legal industry for emails?

  • 5%
  • 13%
  • 22%
  • 36%
  • 51%

The answer is C. So, having this knowledge, you know what you’re working against.

Now, since we’re talking about benchmarks, let’s go into reporting.

Reports

Every email marketing app has campaign reporting. After a one-off campaign is done, or as an automation campaign is underway, you will be able to see the stats. You will be able to review items like:

  • Open rate: What % of your recipients opened your email
  • Click rate: What % of recipients opening your email clicked a link in your email
  • Reply rate: What % of recipients replied to your email

You should be reviewing the stats for every campaign, whether it is a newsletter or ongoing automation sequence. Automation stats should get your attention, though they often do not. It should not be a “set it and forget it” kind of thing. Automations can always use improvement. Maybe try out a new subject line for new subscribers to your list who get your automation emails. Test everything out, compare it to your older reports and stats. Otherwise, you may end up continually getting average or bad results. The only way to get better results is by iterating and testing.

Download Our Ebook
Looking to grow your practice? Email marketing can help

This eBook covers:

  • What email marketing software to use
  • Building and segmenting an email list
  • Coming up with..
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This post is an excerpt from a free ebook from JurisPage on email marketing for lawyers. The ebook contains a comprehensive look at email marketing for lawyers. It discusses everything from the basic question of “Why should you consider email marketing?” to specific email marketing strategies. It discusses the more technical aspects of setting up software and creating campaigns, as well as specific email marketing tips to save you time and effort.

Now, let’s talk about the content you will be sending your audience.

There are a few types of emails you will want to send. Let’s jump into your content a bit further.

Newsletters

Periodic newsletters (sent out each week, month, quarter, etc.) are a great way to stay top-of-mind with your audience. The content in your newsletter is meant to engage with your visitors and remind them that you are a lawyer in the community serving clients in a specific practice area. Think of your newsletters as a one-to-one conversation with each of your subscribers. It’s like having a conversation over drinks or lunch to catch them up on what you are doing. You’re giving your subscribers an update on what’s going on at your firm, ultimately to keep them in touch. For referral sources and colleagues, it will serve as a reminder that if they know anyone who could use your services, they should refer them to you. For existing clients, it helps build further trust and confidence in you. And for potential clients, it nudges them further towards getting them to hire you.

Newsletters remind your subscribers of your expertise without an overt sales pitch.

You might be thinking, “I don’t know what we would even write about. I have no news to share.”

In your newsletters you can share content like:

  • Recent blog articles on your website (if applicable)
  • New staff added to the team
  • Awards and recognition
  • Important verdicts and judgments
  • Upcoming events
  • Other firm-related news and announcements
  • Community-related information (e.g. goings-on in your area)
  • Updates on your area of law
  • FAQs about your area of law (basically, you write a mini blog article in your newsletter)

If you are ever thinking, “I don’t have any ideas for what we should put in our newsletter,” refer back to this list. There is always something to write about.

Drip Campaigns

Drip campaigns are a form of automation in email marketing. The idea of “automated” emails can sound impersonal, but if done well, it can help you better engage with potential clients and increase your cases.

Unlike individual newsletters, which are more like one-time communications, drip campaigns / automated emails are emails sent that are event-based, occurring after your subscriber takes a particular action. One example would be, you offer a free ebook download or other lead magnet on your website. An email automation ensures that when people provide their information to you, they automatically receive an email with that requested content. And then, they can receive automated follow-up emails to see if they want to set a consultation with you.

Here’s how this would work in practice:

  • Someone gives you their information by filling out a form on your website to downloads your ebook, “The 7 Pitfalls to Avoid When Filing for Bankruptcy”
  • Behind the scenes, your email marketing software verifies their email and adds them to an email list “Ebook Download” that you had set up in your software specifically for those form submissions
  • The Ebook Download automation sequence is triggered for the new subscriber that has been added to that list
  • The new subscriber immediately gets the first email in the automation sequence – a copy of the ebook they requested to download
  • Over the next few weeks, the subscriber receives more emails from the Ebook Download automation sequence that have been pre-written and added in the automation settings in the email software

You can technically just have a drip sequence with one email – just the ebook and no follow-up emails. But, we recommend against that. In that case, the subscriber will be likely to just download your ebook and you will never hear from them again. The whole point of offering the ebook is to get them on your email list. Once they’re on the list, then you work to convince them to hire your law firm. If you do not have follow-up emails, you are putting the burden on the subscriber to read your content and then reach out to you. Being proactive on your part, with a built-out email sequence to engage with your subscribers, is much more likely to convert them to become a client.

An example of an email automation sequence may be something like:

  • Email 1 – sent immediately: “Bankruptcy Ebook Attached”
  • Email 2 – sent +1 day after Email 1: “5 lessons from the Ebook”
  • Email 3 – sent +2 days: “Are there any questions we can answer for you about the ebook?”
  • Email 4 – sent +2 days: “Here’s a case study of an actual client of ours related to the ebook content”
  • Email 5 – sent +1 day: “Here’s how we can help if you want”
  • Email 6 – sent +2 days: “Can we set up a consultation? Here’s our scheduler”
  • Email 7a –IF consult scheduled, sent immediately: “Your consultation is confirmed”
  • Email 7b –IF no consult scheduled, sent +2 days: “Just wanted to see if we can help you out”

This is just a rough example to show you what you can do with drip automation sequences. Every practice area is different. Needs are different. Some clients will require a lot of education and time (e.g. complex area of law), and you can do that through multiple emails in a sequence. Others you will just need to quickly build trust and get on the phone, as time is of the essence (e.g. criminal defense).

Regardless, with a drip campaign, you should map out your entire plan for the emails, the starting point (e.g. ebook) and ending point (e.g. ask to schedule a consult), and what content you have in the middle to build to that end an increase the likelihood you get the subscriber to take the action you want.

Download Our Ebook
Looking to grow your practice? Email marketing can help

This eBook covers:

  • What email marketing software to use
  • Building and segmenting an email list
  • Coming up with email content
  • Creating newsletters
  • Creating automations and drip campaigns
  • Logistics of email campaigns – the best time to send and more
  • Workflow tips
  • Email samples

And more. Download it today, and take the first step towards growing your practice!

The post appeared first on JurisPage.

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At the 2018 Clio Cloud Conference, Clio announced its acquisition of Lexicata, the popular intake and CRM software for lawyers. With its acquisition, Clio rebranded Lexicata as “Clio Grow” and announced that it would soon be released to the public. Now, Clio Grow has been officially rolled out, so it’s time for us to give it a test-drive.

First – what is it? Clio Grow is a web-based client intake and customer relationship management application that helps you successfully navigate the first mile (or kilometer, if you want) of your client’s journey to working with your firm. Clio Grow helps you manage your leads (aka potential clients), stay in communication with them, and get them through the pipeline from new inquiry to consultation to retained client.

Clio Grow provides tools for you to onboard these new clients, with email and document automation, and e-signatures. This helps you more effectively sign on new clients, without losing them or have them fall through the cracks.

This software is the front-line of your customer experience. Think of CRM and intake software as your “Pre-practice management software.” These tools help you bring in your new clients. Then, once you’ve signed them, they go into your main law practice management software.

So, what can Clio Grow do?

This Clio Grow in-depth review examines everything: the features, support, and pricing, and more.

Related: Try Clio Grow and Clio Manage and get a demo here

Law Firm Intake Forms

At the beginning of any new engagement for potential clients, there is the intake process. During this, law firm staff typically interviews clients either in-person or via phone or email to get the information the firm needs to take the next steps. The firm needs information about the client, including relevant personal or financial information.

Intakes can be very time-consuming when done in-person or over-the-phone.

What Clio Grow does is allow you to do your intakes entirely online via a web-based form.

Clio Grow lets you create questionnaires for your potential clients so you can have them fill in their information when it’s convenient for them. And, it saves your firm from spending time going back-and-forth on the phone or via email.

Clio Grow lets you build custom forms tailored to your practice, so you can get precisely the information you need.

The form creator also lets you do things like create conditional logic and follow-up questions. So, if a client answers “Yes” or “No” to a particular question, they can get specific follow-up questions presented.

You can also embed these forms on your website, so you they can fill out the forms on a webpage with your branding.

But, in some cases (or many) you will still have team members filling out the intakes. They can do this in Clio Grow – creating new intakes (with the Quick Intake feature), inputting the information, and then creating new potential clients and matters.

CRM

A CRM is not a standard piece of software at every law firm, but it should be.

A CRM, or customer relationship management software, lets you manage all your contacts through their intake journey from “new potential client” to “retained client”.

CRMs are more commonly known for their use in sales teams, but any business that has customers or clients needs a CRM. Even law firms.

A CRM helps you ensure your potential clients convert to becoming paying clients, and helps you get them seamlessly through the intake process.

Without a CRM, the burden is on you to remember to follow-up with all of your potential clients, get them scheduled for a consult, and follow-up with them on signing their retainer agreement. And if you don’t follow-up with them, they are much more likely to go with another law firm.

For a firm of any size, it’s impractical not to have a CRM.

Having been a marketing partner of many law firms over the years, I’ve seen how having the right processes and software help lawyers retain more of their potential clients. CRM software pays for itself in dividends.

So, let’s talk about the Clio Grow CRM features.

First, with the CRM, you will need to create a pipeline. While there are stages set as default, you can customize the steps of the client journey however you want. Some example stages could be things like:

  • New lead
  • Contacted
  • Consult Scheduled
  • Send Retainer Agreement
  • Retainer Out
  • Signed

The pipeline in Clio Grow looks like a Kanban-style board, where each individual potential matter sits in a column. Each column denotes a particular status. You can move each matter to a new status along the pipeline just by a simple drag-and-drop motion. And to mark a matter as either won or lost is done by simply clicking a button.

E-signature

One big time-saving element of Clio Grow is e-signatures.

If a client is required to print out a retainer agreement, sign it, and either fax/scan-and-email/snail-mail it back, that’s an obstacle you’ve created to getting the client to retain you.

Early on in running a business, I didn’t have e-signature software. We required clients to print out our agreement, sign it, and email or fax it back. It ended up being work for our clients. It was a barrier, and we knew that there were some business opportunities that we lost because the whole experience required too much effort on their part. Switching to e-sign was a game-changer. It noticeably improved our new client conversion rate.

Clio Grow lets you send electronic retainer agreements to clients (integrating with e-sign software HelloSign), and have them e-sign them.

The process is very easy. With document templates, you can create a document that automatically fills with the client’s information, and then you can send it to them for their signature.

Email, Workflow Automation, and Templates

One aspect where Clio Grow shines in the intake workflow is with templates and automations.

Not every new potential client signs up with your firm right away. After an initial call or consult, they may be hesitant to sign with your firm. Here is a place where many firms tend to drop the ball. They put the burden of follow-up on the client and fail to follow-up.

Manually remembering to follow up with potential clients can be a bit time-consuming, but it will result in more retained clients.

To help you with the follow-up process and move your clients through the pipeline, Clio Grow has some automation features.

With workflow automation, you can automatically send potential clients personalized-yet-automated emails once they get to a certain stage in the intake process to help them complete their intake journey.

So you don’t have to reinvent the wheel, you can use and reuse templates for your workflows. As an example, once a client schedules a consult, you can assign them a new consult template with accompanying appointments, tasks for you to complete, and automated emails and documents sent out to the client.

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Marketing 101 for Law Firms

Law firm marketing is a big world, but it doesn’t have to be hard. Our 101 series will walk you through the basics, everything you need to know to hit the ground running and market your law firm.

We cover the key elements of any law firm marketing strategy, including website design, Search Engine Optimization (SEO), Internet Advertising (PPC), Social Media, Email Marketing and more.

Law Firm Marketing 101:
The Basics
Law Firm Marketing 101: The Basics
Law Firm Marketing 101:
SEO Overview
Law Firm Marketing 101: An Overview of SEO for Lawyers
Law Firm Marketing 101:
PPC & Google Ads for Lawyers
Law Firm Marketing 101: Google Ads for Lawyers
Law Firm Marketing 101:
Email Marketing 101 for Law Firms
Law Firm Marketing 101: Email Marketing
Law Firm Marketing 101:
Why Email Marketing?
Email Marketing for Lawyers 101: Why Email Marketing?
Law Firm Marketing 101:
Email Marketing Software
Email Marketing for Lawyers 101: Email Software
Law Firm Marketing 101:
Email Marketing – Lists and Segments

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