Best Practices for Winning More Clients

Transcription

1 Best Practices for Winning More Clients March 28, 2017 presented by: in conjunction with: INTERNET BRANDS, INC. ALL RIGHTS RESERVED.

2 Martindale-Nolo Legal Marketing Network Helping attorneys grow their practice with the largest legal marketing network 15M visitors + 100K requests for attorneys/month Increase visibility & credibility professional profiles/websites Generate highly-targeted leads 55+ practice areas nationwide Convert 2X more website visitors to prospects Live Chat 2

3 Your Speakers Mark Nichols Associate Attorney Stearns, Roberts & Guttentag, LLC Chris O Brien CEO Captorra Reza Torkzadeh Owner/Managing Attorney The Torkzadeh Law Firm Mark Shepherd President Martindale-Ngage Chelsey Langan VP, Sales Martindale-Nolo 3

4 Webinar Info Please submit questions through the webinar platform Q/A session during last 15 minutes Unanswered questions will be responded to after the event Webinar replay will be provided to all attendees and registrants after the event Want to contact us directly?

5 What We ve Learned Client surveys and input provide insight and best practices Today, we ll cover: Online Marketing Today Top 3 Ad Techniques The Sales Process Response Time & Follow-Up Best Practices Lead Nurturing Ideas Chelsey Langan VP, Sales Martindale-Nolo Website Conversion Intake & Case Intake Technology 5

6 Online Marketing Today Lots of Opportunity and Competition CONSUMERS 76% Search Online 1 1 Source: Lexis-Nexis Martindale-Hubbell study, Attorney Selection Research Study, conducted by The Research Intelligence Group, Source: American Bar Association. WAYS TO CONNECT SEO SEM Lead Generation Directories Social Media/Blogs Other Advertising ATTORNEYS 1.3M Total in US 3 500K Small Law Firms 6

7 2016 Best Performing Techniques What is your best performing advertising medium? Source: State of Online Marketing martindalenolo.com 7

8 Poll Question How many clients do you retain from your marketing efforts every month? <5% 5%-10% 11% to 15% 16% to 20% >20% Unsure 8

9 Important Data Points How Many Leads Does it Take? customers polled 13.2 leads 28.5 days Results can vary by practice area and attorney Consumer Behavior 22% of consumers hire an attorney within the first week of submitting a lead 9

10 You ve Got the Leads. Now What? The right lead response best practices, technology and resources make a huge difference Initial Request Initial Contact Nurturing Engagement Initial Intake Close 10

11 Response Speed and Frequency Source: State of Online Marketing martindalenolo.com 11

12 Lead Nurturing Case Study: Reza Torkzadeh Started the firm 5 years ago Personal injury, wrongful death, product liability Expanded 1 office in LA 4 new offices (Orange County, San Diego, San Francisco, Chicago) Moving into 2 new states this year Sign-ups increased by 364% in 6 months Lead nurturing was key to success Immediate First Contact leads immediately and regularly after initial contact Warms up prospect, when you can t reach them Reza Torkzadeh Owner/Managing Attorney The Torkzadeh Law Firm Most important part of any case is getting it 12

13 Your New Best Friend A simple nurturing approach: 1. Understand your audience What are your prospective clients top 3 needs? Example: DUI requires immediate attention 2. Get some automation MailChimp Constant Contact Captorra 3. Set up an schedule 13

14 Other Engagement Ideas Text Messaging immediately after initial phone call Chat Martindale-Ngage Live Chat, etc. Create a Blog Write for Legal Journals, Sites, etc. Post to Social Media and your Profiles Examples of Lawyers.com and Nolo profile article link Anything to keep prospects interested and coming back to your site 14

15 Website Conversion What does this mean? # of website visitors who submit form/call Average conversion % Maximize existing visitors Average consumer views 4.5 legal websites before contacting one Average consumer contacts 3 attorneys before hiring one Mark Shepherd President Martindale-Ngage 15

16 4 Different Buying Behaviors 16

17 Competitive Buyers (Logical & Quick) Want The Best What separates you Verdicts Awards Badges (Million Dollar Advocates, BBB) Media Appearances & Logos Ratings (AV Rated by Peers, SuperLawyers, Avvo) 17

18 Spontaneous Buyers (Emotional & Quick) Contact Forms Avoid questionnaires Phone Number Prominent Clickable After Hours Live Chat Live Transfer Callback + Text Messages 18

19 Live Chat 19

20 Live Chat 20

21 Text to Chat via Google Adwords 21

22 Methodic (Logical & Slow) Content Videos Books & Information Packets Blog 22

23 Humanistic (Emotional & Slow) Videos Testimonials Community Involvement Firm Bios Photos 23

24 What is Intake? First personal interaction with potential client You have 7 seconds to make a great impression Pre-Screening of case worthiness Qualify quickly Logic driven questionnaires Serious inquiries new client Consultation / Investigation Firm-specific business philosophy, attorney-client relationship, fees Case-specific forms shouldn t overwhelm esign as an option Chris O Brien CEO Captorra New Client Introduction to legal staff 24

25 How Do I Manage My Intakes? Intake Statuses are Key Lead (Engage) Under Review Sign Up Package (Nurture) Scheduled Retained / Signed Up Referred Out Turned Down No Sign Who does intake? 56% use non-attorney staff Salespeople vs. Legal Staff 25

26 What If You Don t Have Enough Resources? What aspects of intake can you outsource? All of it or None of it But, What is best? Third-party Services Call Center (Inbound and Outbound) Legal Specific Handle all intake tasks, including screening, mailings, etc. Technology Options for Automation Website / Lead Integration Automated Lead Management, / Text Messaging Nurturing Intake Questionnaires esign 26

27 27 Reporting What to Look For? 27

28 Real Life Case Study Lead Follow Up Scenario: Local Auto Accident / Happened Yesterday / Not At Fault / MRI Scheduled for Tomorrow Sent 25 Web Submissions Only 10 Groups Placed Phone Calls 2 Placed Phone Calls within 15 Minutes These 2 Groups Placed Multiple Phone Calls and s 3 Placed Phone Calls between 15 Minutes and 2 Hours 5 Placed Phone Calls before the end of the day These 8 Groups only Placed 1 Phone Call 4 Groups Sent Only 1 Asking for Us to call them 11 Groups Never Attempted Contact 28

29 Panel Discussion Who handles intake at the typical law firm? How does intake differ by practice area or lead source? What metrics do you track? How do you track results? You ve got the data now what? 29

30 Who Handles Intake? Source: Maximizing New Client Opportunities in the Digital Age martindalenolo.com 30

31 Q&A Please remember to submit your questions INTERNET BRANDS, INC. ALL RIGHTS RESERVED.

32 Additional Resources CRMs Captorra.com Salesforce.com Mailchimp.com Articles ABA benchmark study on law firm intake process: part 1 and 2 Law Technology Today Poor intake processes are leaving potential clients hanging, study finds ABA Journal How do you handle phone calls from potential clients? ABA Journal Nurturing leads into a thriving client base MartindaleNolo.com Blog 3 simple nurturing tips for client retention MartindaleNolo.com Blog Networking for results MartindaleNolo.com Blog Martindale-Nolo White Papers Maximizing New Client Opportunities State of Online Marketing Click for more 32

33 Upcoming Webinar Join Us! Optimizing Your Online Reputation and Credibility May 11, p.m. ET Cost: Complimentary The foundation of your legal practice rests on your reputation, and the trust that it generates. This complimentary webcast will discuss how to assess and enhance your online identity and reputation, and how to position yourself the way you want to be perceived. 33