4 Effective Automation Tools to Funnel Clients into Your Solo Practice

By Gabriel Levin

As a new lawyer with a solo practice, everyone is likely impressing the importance of networking upon you. Networking is important, and it’s an imperative part of your overall marketing plan, but it isn’t everything. Hopefully by now you’ve got a website in place. Your site is a valuable resource, as it will consistently and effortlessly send people right to you, provided it’s designed well. However, once people are there, you have to be able to hold onto them and keep them interested until they’re ready to obtain legal services. In marketing, this is called nurturing, and it can mean the difference between a client choosing you, or the other injury lawyer down the street. The good news is that you can nurture your future clients almost effortlessly, if you have the right tools in place.

  1. Start with Dynamic Lead-Generation Forms

Your website should have a couple of different forms for people to fill out, depending on how prepared an individual is to obtain services. Someone who is ready right away will probably respond to a free consultation form. Another individual who is researching and thinks he might need your help in the future may appreciate access to exclusive data, an ebook, or a newsletter. Many online marketing platforms, like HubSpot, offer integrated services that enable you to collect information, and funnel your leads into specific mailing lists.

  1. Follow up with Appropriate and Timely Emails

It’s essential to have an automated email system set up, so that different lists of people will receive custom information. Depending on the circumstances, it can take years before someone is ready to take action, and your emails should be appropriate for the circumstances. For instance, a person who is actively looking for a criminal defense attorney may take action quicker if he receives letters a few days apart that convey the importance of swift action. A small-business owner casually considering retaining a lawyer for general business needs may prefer bi-weekly or monthly tips. On the other hand, someone looking for details on divorce may do well with a couple of take action messages close together at the start, followed by monthly emails on coping, or planning ahead for divorce. The right email platform for you will allow you to send out messages targeted to a client’s needs, and that are relevant to their particular timeframe.

  1. Use Social Media Automation to Tools Keep Potential Clients Engaged

The beauty of social media is that it enables you to remain in a potential client’s periphery, without being intrusive. Your social media campaigns should include regular posts that are designed to provide information, rather than sell your services. Over time, people will come to know you as the authority, and they’ll contact you as they need you. Set up a social automation tool like HootSuite, and queue it up to release your messages on a regular basis, at least a few times each week. Bring people back to your website with mentions of your blog a few times each month, and share quick tips and relevant articles.

  1. Monitor Your Reputation (or Competitors) to Gain Insight on Opportunities

There are many companies that specialize in reputation management or competitor analysis, and you should be using them to see where you stand. Google Alerts is one option, which also happens to be free and easy to use. There are tons of review websites scattered across the net, and it’s near-impossible to keep track of what people are saying about you without using some form of monitoring system. Be present on sites where people discuss you. Acknowledge poor reviews, and thank loyal clients for their positive remarks. Studies have shown that 88% of people turn to reviews before they’ll contact you, so you should be managing them to the best of your ability. Equally, watching your competitors online can give you insights on marketing tricks that work, and let you see what mistakes they’ve made so you can avoid the same pitfalls.

Automation tools are an essential part of doing business nowadays, and they can be the lifeblood of a new solo practice. Using them enables you to market as if you’ve got a whole team working for you, even if you’re going it alone and working remotely. There are dozens of other tools that can be helpful, so once you master these, start looking into other tools that will minimize administrative work, so you can focus on clients.


 

Gabriel-Levin Gabriel Levin is a Philadelphia Personal Injury Lawyer

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