Legal Marketing Blog

How Marketing Automation Can Benefit Your Law Firm’s Marketing Efforts

Posted by Jennifer Macqueen

Automating your law firm’s marketing efforts can save you time and benefit your bottom line.

Do you think you could do your job if you didn’t have the Internet? Yep, you probably could.

But would you choose to? I wouldn’t think so.

The Internet has become a necessity for job success. It makes you faster, smarter and allows you to accomplish more things in a day. It opens new doors, saves you money and connects you with the rest of the world. The list is never-ending.

In essence, the Internet automates a large portion of what makes up your everyday tasks. So given a push in the right direction, wouldn’t you want to do the same for your law firm’s marketing efforts?

What is marketing automation?

Marketing automation refers to software that automates, quantifies and streamlines your legal marketing tasks. The software is designed to assist you in prioritizing and executing those tasks in a more organized and efficient way.

Implementing an automated marketing system will free up time, while not getting in the way of the content you are producing and help you reach your goals quicker.

The ultimate goal with your marketing efforts is to generate more revenue for your law practice. To achieve this, you need to push traffic to your website, have the ability to convert that traffic into leads and turn those leads into customers. Where marketing automation is really beneficial and makes an impact is the latter half of this process, the conversion of those leads.

What do you use marketing automation for?

Marketing automation is used in law firms for:

  • Generating prospects and evenutally new clients
  • Fostering prospects through drip email campaigns
  • Converting prospects to clients
  • Client retention
  • Measuring return on investment (ROI)
  • Identifying, tracking and engaging potential clients online
  • Sectioning out your prospects for target messaging
  • Developing and managing client-generating landing pages
  • Email marketing

Email marketing is one of the most practical and effective uses of marketing automation.

The following statistics support this:

  • Companies that automate emails are 133% more likely to send messages that coincide with the purchase cycle of their customers [clients].
  • Relevant emails drive 18x more revenue than broadcast emails.
  • Personalized emails generate up to 6x higher revenue than non-personalized emails.
  • The #1 reported benefit of email marketing automation is the creation of more and better leads.
  • Automated emails get 119% higher click rates than broadcast emails.”

The majority of attorneys have a very small window of time to dedicate to marketing, so having a proven process in place that develops a lead along the route to becoming a client and having numbers and facts that demonstrate the most effective marketing tools for your firm is a great benefit. That is what marketing automation delivers.

Need help developing your law firm’s marketing solutions? We specialize in branding, public relations and online marketing for law firm’s throughout the Seattle area

Our award-winning marketing team at Firm Evolution welcomes the opportunity to assist you. We provide a wide range of marketing and public relations services throughout the Pacific Northwest, Intermountain West and Midwest. We focus on the needs, goals, and the differentiating aspects of each law firm client. Our emphasis is on the big picture — leveraging the strengths of the individual attorneys, practice groups and overall firm on all fronts. We work closely with our clients to ensure that all components of their marketing program – from press releases and marketing plans, to website and Internet campaigns – provide a strong foundation for maintaining existing clients and developing new ones. Contact Firm Evolution at 206.321.3220 or with our online contact form to learn more.