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If you have a small law firm, you might be able to relate to this.
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One of the biggest flaws, honestly, that we see in small law firms is issues around lead follow-up.
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So, a lead gets created, whether that's from an ad, somebody finds you online,
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whatever it might be, you know, what is the process in place?
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And hopefully you have an intake person, hopefully you have someone whose job it is to
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communicate with that person, maybe schedule a consultation, confirm a consultation,
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whatever it is. But, you know, one of the biggest opportunities that we see from a marketing
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standpoint is the role that email marketing can play and follow-up with leads, especially,
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because we don't consider leads just to be people that have raised their hand and said,
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I want a consultation. I need a lawyer today, right? We see leads as anyone who maybe also
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download a free resource, maybe sign up for a webinar, requested some free information.
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Maybe they're not ready for a consultation today, but what they need to be is nurtured over time,
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and until they're ready or to get them ready. And so, email marketing can play a really big role in
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that in the following ways. Number one is to do something like an email newsletter that goes out
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once a month, once every couple of weeks. That way, everyone that comes onto your email list,
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right, is now receiving a newsletter from your firm, which is usually going to contain some legal
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tips and things like that, where you're actually giving value, right? So now, not only your hot
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leads that come in, right? The ones that are looking for a lawyer right now are going to get that
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newsletter. And by the way, that does help convert them, right? But also the maybe the more
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lukewarm leads, right? The leads that aren't necessarily ready today, the prospects that are on
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your list are also going to get that. The other big way is some sort of like email drip campaigns,
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some sort of series of emails that go out over the first month or two when someone joins your
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email list. So again, go back to that example I brought up. And listen, we do this for clients,
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you know, we'll run ads, for example, for some sort of free information, a free resource,
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something that gives value. And in return, you're going to get that person's contact information.
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And it's up to you going back to what I brought up. If you have an intake person,
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it's up to you. If you maybe have some sort of personal touch where somebody reaches out just
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to make contact with that person and say, Hey, I'm your point of contact at this firm. If you ever
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need anything, if you are ever ready, if you have those resources in your firm, I would definitely
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do that. But in terms of email marketing, whether you have that person or not, you want your
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automated email marketing to do some of this for you. So if someone downloads that free resource,
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maybe it's not even from an ad. Every single website we create for clients has a free resource
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download on the homepage, but also has some sort of email newsletter sign up multiple ways for
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somebody to request some free information and then join your email list. And when people then do
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that, now they're also maybe going to get a series of emails over the first 30 or 60 days. And those
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emails are going to maybe be telling people about your firm a little bit, just kind of educating
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them on what you do. Maybe the next email invites them to an upcoming webinar or event or just
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gives them some sort of additional resource or value. Another email might invite them to follow
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your social media accounts and just kind of letting them know some of the ways they can stay in touch
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and receive more free information. And in all of those emails or some of those emails, you're also
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going to have a call to action. When you're ready, you hear how you can schedule a consultation
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with us, right? So putting some automated email marketing in place to stay in touch with your
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list, educate them about what you do, and then ask them to take the step you want them to take
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when they're ready. That's how your email marketing can nurture your needs.
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The law for marketing minute is brought to you by Spotlight Marketing in Brandon, where we
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help solo and small offers get more clients and better clients. If you want more details,
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visit GrowMyLawFromFast.com