Your [website] leads are initiating contact with you, seeking you out. That makes them incredibly qualified leads… but it also means you probably aren’t the only solution they are considering.
Columnist Jacob Baadsgaard writes for SearchEngineLand of a client who had decided that online search just wasn't right for his business. Though the client felt their online campaigns had paid for themselves, he said they really weren't generating enough new business to be profitable.
"To be honest," Baadsgaard writes, "this conclusion came as a surprise."
Baadsgaard goes on to write that, by every available metric, the campaigns were "killing it," driving hundreds of qualified leads. The problem, however, was that instead of closing the expected 10 percent of those leads, the client was only able to close about one percent.
The issue was not in the quality of the leads, but rather in the way the leads were being handled. As Baadsgaard's client learned, without the right sales process in place, even the best campaigns won't produce a profit.
Your law firm handles prospective new clients every day, and you likely have a time-tested process for engaging new clients from your workshops, client referrals and allied professionals. But your digital leads are different.
Here are three tips to help you close more new business from your successful online marketing:
- Response time matters.
Research shows that fully half of online prospects choose the firm that responds to their inquiries first. Also of note, your web leads are 100% more likely to respond if you contact them within five minutes of their first inquiry. Whenever possible, respond to your online leads within five minutes, and never send website callers to voice mail or let them wait on hold for prolonged periods of time.
- Keep contacting them.
Shoot for 8 to 12 contact attempts over a two-week period. Sound like a lot? For most firms it does. You need to pre-plan your follow up, don't just "wing it." And, to avoid looking spammy, make sure each contact delivers value to your prospect, keeping them engaged and perhaps even entertained.
- Get them off the market!
Your web leads are in a decision-making mode, they are ready to schedule an appointment. If you don’t take them off the market, someone else will. Research shows this is particularly important for companies with more expensive products or service, like law firms. If take too long to respond to their inquiries, or the soonest appointment you can offer them is three weeks away, they will move on to engage another firm. The more quickly you can engage your website leads and convince them that they’ve found the right solution, the sooner you will get them off of the market and away from the competition.
Integrity Marketing Solutions offers attorneys a fully integrated CRM solution to capture web leads, trigger follow up work flows and automate ongoing engagement with valuable, relevant content. The E2 CRM is the only fully integrated, automated marketing solution designed exclusively for your law firm.
Learn more about integrated CRM marketing for law firms.
Jennifer Campbell Goddard, CEO
IMS LOCAL SEARCH AUTHORITY
INTEGRITY MARKETING SOLUTIONS