Empower Your Legal Sales with Sales Automation for Legal

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hey y'all it's zach the legal tech advisor here at lawyerist today i'd like to talk to you about marketing automation specifically i'd like to talk to you about creating a custom client experience through automation recently i sat down with matthew defrane from law ruler and he walked me through some of the automation features including mail merge in text messages have a look and see what you think all right so hey everyone my name is matthew defrane i am with wall ruler the nation's number one legal intake in crm software i've been with law ruler now for a few years my background is in marketing and the legal intake process before this what i did is i helped law firms across the country improve the process and increase their marketing roi being brought in to help them make the best decisions and equip and empower them with the best technology possible which is where law ruler comes in and they wanted me to join their program and it being my favorite program here i am matthew thank you for uh for being with me again i know we've done uh others of these demo videos so if people want to see um anything else on law ruler they can go to our youtube channel or they can go to you know the law ruler page on lawyers.com um it's great that you're here for you know you kind of have two um two levels of expertise here one is expertise in law ruler itself but also expertise in marketing and that's what we're specifically talking about today is marketing automations through your legal crm like law ruler correct and that's that's extremely important because marketing automation it's the future a lot of people you know a few years ago were like ah do i need it they're tears hotter now it's a necessity after covet everything went to digital advertising digital spend it went away from the hard copies and hard advertising seeing a huge uptick in that so now marketing automation is going to either make or break your firm's growth you see that across the industry such as like google for example they've been upping their google my business and now have things like google verify and they're improving the products every day because they see that uptick in digital trends right right well so uh lawyers as they're doing this they can they can reach out to the law ruler bring it into their their system and law ruler is uh works with a lot of of law practice management systems and uh specifically uh with cosmolex and and that family of of uh systems um if you don't mind let's let's kind of look under the hood here yeah absolutely so let's talk a little bit about the marketing automation let's dive into what that means for law firms so marketing automation is what allows you to make sure that you're getting in front of your potential new clients when they need to hear from you so for example if you don't have marketing automation and let's say you're doing digital advertising and you're driving leads to either call you or go to your website and fill out a contact form those are the two most popular routes let's take for example the web form a lot of firms i see this a lot both before and while they've been with wall ruler where they'll just send this to a general email inbox and they'll have the intake team monitor that inbox and get to those emails as a first come first grab the problem is if all your intake staff is busy for a smaller office or medium office if you're a large office get a lot of volume that inbox getting flooded by the time you reach out to that person they have already signed with somebody else and it's because of our instant gratification attitude that we have today you know i come from a generation where if you don't if i'm googling attorneys near me and if i call you you don't answer me you don't text me i don't engage with you in any way i'm gonna call the next one list and the next one until i get that instant gratification because like if it's pi i'm hurt i wanna i i need it now um so let's just kind of uh make sure that we're covering our basis here with marketing automation so you know your marketing efforts are going to be email or you know even a sign on the side of the road uh or something like that or your intake like you had said your intake on your website but the automation portion is saying we want something to happen automatically when somebody connects with us right absolutely and that's that's the next piece of puzzle the first piece of puzzle is getting your leads getting those lead sources set up and then ramping up that avenue then once they come in automation is what happens next right so instead of having them go to that general email what automation's gonna do is it's going to shoot out an email most crms out there now can send a generic email everybody gets them both text it's saying hi matthew thank you for contacting law firm hey we will be with you momentarily right right nobody likes those they get lost in spam if you send me a text like that i don't even i know you didn't send it because it's not personalized right and that's not what we're trying to do as lawyers here we're not trying to to do a shotgun method you know these are supposed to be potential new clients that are relatively vetted and so we do want to have a specific interaction with them but we we want to take as much pressure off of our staff as we can but still make it very particular and very customized to whoever's contacting us exactly and law ruler the best thing about software is we make it a simple and seamless process to effectively customize those marketing automations that is what sets us apart from all the competition in the industry it's what makes us that number one solution because where people will send out just generic emails to text you can you can really personalize those so for example let's say you're in your law firm in miami you're handling employment law or pi you get a lot of spanish clients into it a lot of a lot of serials out there have no way of handling that they're just going to send out an english email in english text the problem is that doesn't add value to your client's journey they don't see that you know if they filled out the contact us in spanish and you write them back in english they know it's not a person with us we have filters and we have artificial intelligence that you can preset that'll say okay this lead came in from google my business they filled this out and it's from a spanish ad send this spanish text and you can even format it with our mail merge technology we're gonna say you know hey zach thank you for contacting us on google my business we really appreciate you reaching out i'm just reviewing information i'll give you a call shortly for this number i like that i'll give you a call shortly from this number um because i i don't know about everybody else well i do kind of know about everybody else we screen our calls now yeah that's and that's huge everybody screens their calls i don't if i don't know you i don't answer right that first text message being able to format it and tell it what number you're going to call it is huge all right so that's just one part of it so that's that's the new leads that are coming in and that's where you're getting that you're seeing when people are signing up for long ruler with our marketing automation that's where they're getting that immediate return on investment and they're seeing all these leads that used to fall through the cracks that they swore up and down oh i'm doing enough don't worry my team's got it they're really good at what they do your team can be the best team in the world if you put that marketing automation in there it's almost a guarantee that you're your conversion is just going to increase it's just it's it's math it's statistics it's you know you're reaching out to people more methodically more custom tailored based on their source and more immediately you know and then the next step of that is properly engaging them too so either set the phone call or you know i have a webinar um coming out soon too that you can find on youtube where i talk about you know how to kind of engage them so they don't call other people so you can also send them intakes you can send a little question an initial questionnaire anything that gets them off of their phone and off that google list and waiting for your content so the next part of that automation process when it comes to marketing it's also things like marketing to your internal leads because leads are expensive you paid a lot of money for those lead sources and a lot of law firms they have all these leads and they don't use them they just sit in a repository and they have no way of exporting they have to export them put them in another software pay for that software structure that software to where it'll send out a robotic email most of the time and it's expensive it's time consuming and it's cumbersome people like to do it instead they just pay for more new leads right law ruler's marketing automation you can do everything in bulk it's why we're one of the number one choices in the mass tort industry everything in mass torts is bulk so with our system you could take all leads in a certain category let's say your law firm just opened up you know you're doing hernia mesh now you're doing 3m you could take all those people in hernia mesh you could filter through the people that answered yes to being a veteran and then you could put them and change their status to send out an email and text campaign saying you know hey zach thank you so much for choosing us we heard you mesh we just started covering people for 3m we know you're a veteran from working with us are you interested you know so that's another huge part of where marketing automation comes up right right and that's kind of in the in the not just in keeping somebody on a drip campaign but it's actually actively uh for the lack of a better word mining the information that you already have exactly and it's important to mine because law ruler does a great job of that and then it's also you know you kind of hit it right on the head it's not just the email and text messaging outreach it is also another thing that we do because phone calls tend to be key the problem is is a lot of software's out there they don't have a built-in phone system right they're not equipped to schedule callbacks so you're working off of an old-fashioned call sheet or you're paying for an expensive um voip system out there that it's costing you a fortune it's not automatic and it's just you know painful to use with us we have the built-in soft phone and you can actually not only automate emails and text to go out you can automate your agents to make calls when you want them to make calls and you can run reports on the calls they're making so it's like duration or uh you know whether somebody picked up and okay well exactly and you know what this helps a lot of people too because a lot of law firms have gone remote right a lot of law firms realize why am i paying for an office this is 2500 a month i could put in my pocket i could just go cloud-based and work from home and that's that's where i really help a lot of people because a lot of people don't have a solution where they can track you know the phone calls we can right you can not only queue up the call so you can see okay i want people in that are a new lead from this ad to be called the first day the third day the fifth day and the seventh day until they're signed okay we can put that call cadence will cue it right up in our built-in dialer all your agents have to do is hit accept and it starts dialing them out because we're not a we're not a smart dialer smart guy is a little bit different or an auto dialer right as it's known because that reduces your conversion rates uh i gotta tell you a lot of people are always hearing good things like oh smart dollars are great smart dogs are awesome i don't know if you've ever gotten a smart dial call but before you end when you answer it there's a brief pause hello boop you're like oh no i'm hanging up i don't want to answer this it kills conversion i've watched several huge mass tort firms that have used smart dialers come to our software and the amount of of uh roi and the amount of conversion increase they saw was incredible right people actually answer their phone yeah and what we're talking about is the difference between a system that is calling multiple phone multiple phones at the same time um and then whoever picks up first then connecting to one of your your agents versus what law ruler is doing is saying hi agent we're we're calling this number right now and accept that please and that agent accepts it they make that call this person has been sent a text message saying we're going to call you from this number and it's been put into a cadence much like an email cadence um to just follow up until until somebody says don't follow up or until somebody says you know great we're we're good to go exactly and then some people worry about that something like oh won't it take longer oh you know i have too many leads to do that you really don't i've run a lot of side-by-side campaigns and some people refuse to leave the smart dialer until they see how much their conversion tanks um then they're like you know what maybe we'll try here [Laughter] so what happens is like they're like we we solve it in a different way there's no other platform i know of out there that is a cell phone dialer that has the email that has the voicemail drop a majority of people don't like they like the auto dialer because it will just drop automatic voicemails if they don't answer we can do that with our system too you can pre-record voicemails and if they don't answer and you know they don't answer you hit the button that drops it next call and my my associate doesn't have to or my assistant doesn't have to spend any time saying the same thing that they were going to say anyway we just dropped that that voicemail in exactly and you can have multiple pre-recorded voicemails for different campaigns so your agents know which one to drop in which situation it just makes life incredibly easy and it's it's that that saves you that 15 or 30 seconds per call which is huge because a lot of people are leaving those 15 to 30 second voicemails right right yeah so that's that's a piece of the puzzle that separates us out when it comes to the marketing automation is you can load up the phone calls to go out to you and you'd be surprised to see the amount of productivity increase that you get with that especially especially if you've been working from home or your staff is remote because it gives you that power to see you can even see who's logged in at the time who's taking calls how many calls i've got plus we make them disposition a call before it's over so you have to say what happened on that call and that's all customizable um answers did you leave a voicemail voicemail box full so you could track you know what campaigns are working for you great great all right so let's actually dive in let's take a look at our builder for that because what i don't want to do is i don't want people to think oh man this sounds awesome but it's super complicated i'll never know how to use it right right i couldn't do that yeah you know i hear that i do demos all day you know my position here is is the leader of the sales department and i talk you know it gives me the pleasure to talk to a lot of different attorneys and every single person is like i don't want to set this up right i've never heard one person excited to set up a new software [Laughter] they wouldn't be an attorney right it wouldn't be an attorney and everybody says oh can you do it for me you know allah we make it so simple so seamless to set everything up right system so intuitive it's not hard and we can we can even show you how to do we've got video to show you how to do it and this is how easy it is so this is our template builder for automation here you can see right off the bat what do you want to do do you want to spend a call send a text send an email you can even send out a task so there's because there's also we don't just do marketing automation we have automation for your entire workflow right so on a different day what i'd love to talk to you about and we'll set up time if people want to hear about this we can even automatically bring a client from start to finish you know throughout the entire process you can move them from status you can send out esigns automatically you can change owners automatically to a different staff member when you know at this point this person takes over you know we our whole goal as a software company is to reduce the amount of manual mundane tasks you face on a day-to-day basis sounds like a good goal i i like companies that are that are looking for that if and i i do recall um if people want to learn a little bit more about that they can just look at one of our previous um product spotlights uh with lol ruler and uh lawyers perfect so this is the builder so now that we've got what we want to do the next step is to name it this is off a google pay-per-click ad campaign because i'm going to make it to where only google pay-per-click at people that reached us from that source receive this email this way we can go to do what i was saying before which is uh customize it we can make it targeted statuses are what trigger our campaign so you can trigger campaigns based on status there's a few things you get triggered off of this we're going to focus on today so i wanted to whenever somebody comes in it's labeled as a new lead this is what they get they get it immediately i'm just going to leave it here so we're going to hit next this is where we can filter it out so this is where you say now you've got the when now you need to select the who so this is where you come in who do i want this do i want this to be in english french or spanish um do i want this to go out to all case types or is this a specific case type ad like this is a dog bite ad so i can get even more custom tailored you can say thank you for contacting us about your dog bite case for this one we're going to filter by source i'm going to come in here and there's be a google paper click so you can see google pay per click this is cool this delivered to so automations we don't we can do internal automations as well as external automations so if you want a new lead to send you a customized notification to your cell phone or your email address you can do that in our system too for this example we're going to be doing marketing so we're going to select to deliver to the client so now we've got that who the next step is to call automation we want to schedule that call so as soon as they come in i wanted to schedule a call for a minute after they commit this way an intake agent that queue that all the call automatically queues up in the dialer and they're ready to go they're ready to take it now you can schedule multiple callbacks on the same campaign so if you want after their new lead to not only do a minute but then like an hour and then four hours you can do that we're going to skip past the document and workflow automations those if you want to see you can um visit one of our previous ones on lawyers or you can look up log ruler on youtube we've got a few highlights on that those are all revolving around your workflow automation so we're going to skip past that we're going to dive straight into the email so email marketing is still big it's not as effective as text message marketing or phone call marketing just because there's so much noise there but it's still a good idea to send it prices possibly do here you can see we have a bunch of custom built templates but the most important thing and not a lot of crms out there give you this ability you can import an html template so if you want to build your own template you can import it you don't have to use our builder but now we're going to do plain text an html template being one that looks more like a web page than just you know an email that i'm sending to uh to my colleague it might have images it would have some formatting but possibly different colored text and things like that exactly and it looks more unfortunately to me i don't like html templates personally i don't think they get the message across as well they're busy and people see it they immediately go that spam right right it does seem like an advertisement sometimes um but at the same time a lot of these email are almost receipts of contact and so you know i can see very easily that being something that somebody wants to see that's true if you have their html is good if you're doing things like not marketing outreach for new warm leads but if you're doing cold outreach are you doing newsletters you're doing things like that law roller can you do that with us that's where html becomes a really good asset but when we're reaching out to new leads we wanted to make it seem like we wrote this ourselves right right so the first thing we're going to do we have this floating tile here a lot of people's complaint even with other crms that have a built-in email because a lot of them can't do text they can only do built-in email a lot of them that offer text messaging they're third-party apps they're not built into the software right our texting is built into the software plus you own your texting number it is a real number and i really just wanna i know we're segwaying something different but i want to mention something real quick extremely important with our numbers they're real when you call the texting number it will go through i can point it wherever you want me to point it right versus a lot a few other companies i know of out there when you call that number it's not a real number it's going to say this this uh number it cannot be completed as that please right later right you under no circumstances want that to happen right right right if you're texting them and it and they say you know i'd rather call them or i'd like to call them back and answer this question you want it to go through appropriately yes because if you think about it yourself you call somebody that's asking you a bunch of questions through a text message and it says number can't be completed as dialed your mind's going to man i just got scammed right right yeah you again you are a real attorney contacting these people for real reasons that they reached out to you so you want to make it to where they can connect with you exactly you want to make that customer journey highlighted in that so to going back to building this out so building this out well the way we're going to customize it using this floating tile here it's magic tile so most um softwares will make you go to a different page or they'll make you memorize or go to a sport article to get their mail merge codes we put in the floating tile it's easy to use you just select the drop down you type in what you're looking for so i'm going to do name we'll look uh lead first name i'm going to click on copy and then it allows us to just paste it right in here so now this is going to send whatever person's name so i can do lead first name thank you for contacting welfare then you come back in here you can do like hi you know thank you this one's coming from google pay-per-click so thank you for calling us from our then we come in here we can look up the source and then we can copy and paste the source in here you know what's coming through so i think you're going for campaign um i am reviewing your information make sure that you have left left and i will be reaching out to you shortly and then you just go through and you fill out the rest of it you can fill anything out our mail merge codes are vast you can even make custom mail merge codes that you want to use for example if you want to customize your own website you want to put anything in there we can do all that and then that's the email portion the same thing with the text message portion you just use this you know you copy and paste the texting it just goes right in there it makes life easy then once you're done just hit add campaign to close you're done that's it it's not hard to build it's quick we did it in less than 10 minutes right right yes that that's relatively easy it's it's pretty um simple to to conceptualize it you know you had the who are we sending it to well you know when are we sending it who are we sending it to what are we sending um and then basically making that personalized exactly and it's that personalization that mail merge code technology especially in text messages that make us that makes the difference because i'll tell you that text messaging component's huge because you know a lot of people get spammed and just bombarded with email after email or it goes to spam you never know where it goes right 70 of people when they get a text message they look at it immediately the other 30 still look at it they just look at it 10 minutes later right right right yeah and this is you know this is how people are interacting with the internet um many many times anyways on their phone they likely filled out your you know if we're filling out a uh an intake form on your website they potentially or more likely filled that out on their phone anyway and so getting a text message that says hi thanks for filling out this form on our website is very very natural and very very normal absolutely and that's that's the beauty of it is everything we do is mobile friendly here at longwood because mobile's the it's the future it's people want to work on their ipads you will want to you know respond to lawyers on their ipads their phones they don't want to use a computer it's cumbersome to go and break out a laptop or go to my desktop to do the work or to if i'm a lead coming to you to respond to an email because a lot of programs too they don't they don't think of making it mobile friendly they just send out an email but they don't think of how it's gonna look in the mobile before they'll send out a text or they'll just take the email to convert it to a text but the text looks broken because they put it in the email format so it'll look like a thousand page text yes which we've all gotten and we don't we don't even let you do that we warn you right here beforehand so you can't do that we very politely tell you don't send your clients paragraphs they're not going to read it in the text message no no that's that's exactly right if you want to do that guide them to an email make a phone call something like that yeah exactly that's it that's our whole automation program that's that's really what we're looking to do with marketing we're we're just trying to you know at the end of the day we're illegals here and we're trying to make you more money we're trying to increase your conversion because that's what's a business at the end of the day that's what we're all here that's what we're all here to do absolutely absolutely well matthew uh once again thanks for for being with us on this i really appreciate you showing us around the marketing automation aspect of law ruler and again if people want to see other things that law ruler can do they can they can either you know check out our youtube page go to our uh review of law ruler or more importantly go to law ruler.com and i'm sure they can get you know a demo and and uh get set up there to to learn a lot more about it absolutely you can always book a demo it'll go right to me and i'd love to meet everyone and see how we can help fantastic fantastic well again thanks matthew and we'll see you next time you're welcome