Rizen Inbound Marketing & Sales Blog

Understanding the journey a website visitor takes towards becoming a ready-to-close lead is important for any business. Use the funnel below as guide to implement a process that organizes and moves leads from visitors to customers.

Benjamin Franklin said " If you fail to plan and you are planning to fail. " This is the first thing that comes to mind when I think about marketing for a law firm. We have come across dozens of law firms who rely only on disjointed idea of a plan to grow. The following outlines how we create a plan that enables our law firm clients to reach their revenue goals.

Recently, one of our legal marketing clients was having a hard time figuring out which leads to contact from a rapidly growing database of contacts. Generating a lead is an important first step to eventually converting it into a customer but understanding which leads are hot and ready to purchase based on their behavior helps business development to focus their time and energy on the leads that are most likely to turn into customers.

Businesses and organizations that are generating many website leads sometimes have a problem with sales teams saying that those leads are not always good quality. The fact is, not everyone is going to be ready to buy immediately, and not everyone is going to buy from your company. However, its very important to identify your best generated leads so that you know where most of your energy and strategy should be concentrated.

What is the HubSpot CRM? Wait, What is a CRM?

Newly minted law firm partners must find ways to grow the practice. They have to do this efficiently and not get obstructed by spreadsheets, cluttered email, or unwieldy software programs. 

Many years back I received the advice to run away from any marketing agency that offered a guaranteed ROI. Back then it was the wild wild west on the world wide web, and my coach was right. I had a successfully helped build an eBay business, followed by a successful transition to ecommerce on my own sites, and followed it up with explosive growth with my debt settlement business. The success of all these businesses was due to my understanding of the search engines of the day.

One day our team decided to hire an agency to run our marketing campaigns. I interviewed dozens of marketing agencies looking for someone who would guarantee their work. I wanted to make sure that they put their money where their mouth is. After all, I knew based on my experience what worked and what didn't. In my search I discovered a few things:

According to a research study conducted by Bloomberg Law and the Legal Marketing Association, “67% of attorneys and marketing and business development professionals agree that their law firm is increasing its emphasis on business development and marketing efforts.” This increased focus on alignment of these traditionally separate departments leads to opportunities for marketers to grow professionally within the firm. 

In the following, we provide actionable insights to the process needed to align your marketing and BD for law firm growth.

• Define Legal Marketing and Business Development
• Define the journey of from stranger to client and beyond
• Communicate on one platform
• Measure every key touchpoint

Many law practices find themselves dependent on traditional marketing efforts. They are either unaware of the most valuable and efficient marketing tools available, do not have a website to execute a solid plan with, lack the knowledge to move their marketing efforts forward, or a bit of all three.

Outlined below are a few basic tips to help you as you design and build an efficient law firm internet marketing campaign.

“Success requires first expending ten units of effort to produce one unit of results. Your momentum will then produce ten units of results with each unit of effort.”

Charles J. Givens

Inbound marketing has grown significantly in the last decade.  As an Inbound Marketing Agency, we have seen a lot of companies and marketers jump on the bandwagon, but not all those who try it succeed. In our experience, Inbound Marketing doesn’t work for everyone.