Those of you who have already attended a Rainmaker Retreat, our two-day law firm marketing intensive workshop, are familiar with the importance of fast follow-up when it comes to lead conversion.
Stephen Fairley often cites a study that shows leads can go from hot to cold is just five minutes. In addition, a study on the lifespan of sales leads conducted by the Harvard Business Review found that leads contacted within one hour are 7 times more likely to be converted than if the contact was two hours later – and 60 times more likely to be converted than if the contact was 24 hours later.
Fast follow-up is a real stumbling block, especially for solos and small firms that usually rely on attorneys to return a call or email inquiry. This is the first mistake. NEVER have an attorney responsible for following up! You may want to, you may intend to, but it rarely happens because of your workload.
So what to do? Automate the process! You simply cannot be consistently good at lead conversion unless you have a process in place that sends your prospect an immediate message responding to their inquiry.
Every contingency can be planned for in advance with an automatic response system. A prospect calls in, a staff member gets an email address, enters it into the system, and that person is immediately sent an email. That email can encourage them to set an appointment, educate them further about your firm, include some testimonials from other clients, offer a free consultation, or whatever you want to happen next.
The same process can be put in place for leads that you capture through your website, blog or social media pages.
You also implement a drip email campaign that guides your prospects along the path to becoming a client. If they miss their initial appointment, this triggers a series of emails encouraging them to reschedule. If they don’t sign with you after the initial meeting, another series of emails prods them to take that step.
All of this can be done without any intervention by busy attorneys. We have implemented many lead generation email campaigns for law firms across the country that has yielded substantial increases in their lead conversion rates.
If you want to learn more about this process, we offer a free marketing strategy session for attorneys – see below for details.
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FREE Law Firm Marketing Strategy Session with a Rainmaker Advisor
Want to discover proven marketing strategies that top law firms are using right now to generate more leads and referrals and convert them into paying clients?
Don’t understand social media or have time for it, but know that your law firm marketing program desperately needs to include it?
Please give us a call at 888-588-5891 or click here to sign up for a free one-on-one Strategy Session with a Rainmaker Advisor who will listen to your specific marketing challenges. The Rainmaker Advisors are handpicked and trained to identify marketing strategies that you can implement to grow your practice.