As we begin the new year, lawyers and law firm marketing teams will be considering their marketing priorities for the year ahead. The annual LexisNexis InterAction Law Firm Marketing & Business Development Survey revealed that 28% of firms cited ''too many opportunities'' as their biggest challenge in marketing and business development. This might sound like a good problem to have; however, we often hear from firms that are struggling to convert traffic, enquiries, leads and phone calls into clients. In this post, we take a look at two ways of narrowing your focus and maximising your returns.
Customer Relationship Management (CRM)
A lack of sophistication around client and enquiry management can lead to lost business. Last year, we developed a Customer Relationship Management (CRM) tool designed to help our clients build strong relationships with leads and existing clients. It is surprising that more law firms are not reaping the benefits of CRM software, including more business, streamlined sales and onboarding processes, and greater insight into what clients want.
CRM systems help you to nurture client relationships with new or prospective clients. This means reminding you to follow up or even automating follow up emails. This ensures that you are doing all you can to convert leads into clients and avoiding missed opportunities.
Sophisticated CRM systems use automation and ''scoring'' to determine when customers in your pipeline are ready to buy your services. This takes much of the guesswork out of pursuing potential clients and allows you to understand which of your prospects are most interested your offering.
Measurable returns and getting ''the right type'' of business
The LexisNexis survey also revealed that 42% of those surveyed considered analytics to be a priority for investment. There are lots of things you can measure in online marketing, including traffic to your website, search engine rankings and social media engagements. We have never had any difficulty in helping clients achieve positive results in these areas, but, in our opinion, these are merely vanity metrics if they do not convert to new business.
Global Marketing Director at LexisNexis Legal & Professional Software Solutions, Meghan Frank, said:
''To keep their firms moving forward, marketing and business development leaders will need to focus pursuit efforts with a streamlined approach that provides efficient and effective win paths.''
Taking the time to measure what are the most profitable areas and services for your business and reflecting this in your online marketing strategy can have incredible results. We regularly help clients measure and improve their approach, whether that is by adjusting their website content, their branding or helping to streamline their services.
Get in touch with us today.
At Moore Legal Technology, we are focused on Your Law Firm Success. Our package of digital, marketing and branding services can help your firm to grow and succeed. We are always available to discuss how we can work together, so call us today on 03333 442 722 or complete our online enquiry form, and we will get back to you right away.