In previous posts, I have mentioned the need to automate marketing and communications as part of a law firm’s lead generation strategy, primarily because it is a better option than doing nothing or marketing in a very sporadic manner.
For law firms that have done this, it at least provides regular contact with prospects and clients. If integrated into an effective lead generation and client nurturing strategy, with a clear view of what a law firm’s sales funnel is, then it can be a very powerful tool.
However, it can lead to problems.
As a lawyer that has automated communications and marketing tactics in place, have you wondered why you are not really effective in getting people to pick the phone up and call you?
Well, part of the problem could be that many of your targets feel they are getting spammed all the time, and are not really being given content that makes them want to move closer to actually calling you in.
In bound marketing (think of permission-based marketing, where you effectively get granted permission to move prospects through your sales funnel because you have content that addresses all their pain points) has to work hand-in-hand with your automated communications, but the latter is pretty useless if the former is not set up right.
So, simply sending emails, letters, cards etc automatically has to be done with the end result and call-to-action in mind – what specific step do you want your target to do once they interact with you?
This also means that inbound marketing becomes more central to to the roles played by everyone in your law firm. It can’t be left to one partner, marketing executive or sales director. Every one in the firm has to know what the overall growth goals are, how they can contribute to lead generation, sales conversions and cross-service upsells, and how they can work together with others in the firm.
The simple automation of marketing communications does not replace all the above, but should be done to complement it.
Inbound marketing in 2013 will differentiate law firms that grow to those that stagnate or fail.
