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[Music] all right we'll go ahead and for those of you who don't know me my name is matthew defrane i'm an account manager here at law ruler i help law firms across the country increase their conversion rates and just take better control over their intake process to help increase revenue and growth month after month i'm joined here with our marketing manager nicholas apollo we're excited to give you guys a good webinar today with a lot of useful information today we're going to be diving into how to use marketing automation to drive new business in 2022 i know it's still january so i want to wish everybody here that's joining us today a happy new year i hope the new year has started off with great success so far for everybody and i'm excited to dive into our material today and get everybody started all right so let's go ahead and let's dive on in so what i want to do to get everything kicked off is i just want to start a quick poll and one of the polls i want to ask everybody is did your firm have leads fall through the cracks in 2021 so i'd really like to hear from you guys i want to hear if this has been a major issue for you i know a lot of the firms that i deal with on a daily basis this is the main pain point for them they've got a lot of leads that fall through the cracks and even though they do a lot to prevent it there's still some things that that we can do a little bit better to prevent it but a lot of firms have that concern and that's one of the ways of a lot of firms that would really do a lot with marketing automation to fuel growth awesome that was very fast it looks like everybody's results are back in i appreciate everybody that answered that it looks like an overwhelming yes there's a few that answered no in which case that's great i'm glad you guys haven't had many fall through the cracks um hopefully you're using long rulers to help out with that process and we've been able to reduce that as much as possible for you for those of you who have had leaves fall through the cracks this meeting today is really going to be about how to prevent that with using marketing automation how we can take those leads and really do our best job using automation to convert them and use that extra revenue to really fuel our growth in 2022. all right so let's go ahead and let's dive in what we're going to be talking about today in regards to that is we're going to be talking about the different parts of the client's journey where marketing automation can come in handy and where you can really use that automation to fuel your growth to convert more clients get more business and there's a few ways you might not have thought of that we're going to go over today because when a lot of people think about automation they really think of new client automation that they think of how do i use automation just to engage these people that are filling out webinars filling out um web surveys filling out web forms giving phone calls how do i reach these people that's what's mostly focused on when you're talking about automation however there's a big opportunity in other parts of the client's journey as well such as existing clients and capturing clients at their at the close of the case as well so there's a lot that you can do to also fuel growth during those steps of the journey so let's discuss to start with the first part of the client's journey which is becoming a new client so with new clients that are filling out website web forms when they're calling in a lot of times what will happen with firms that don't have anything in place that will go to an email inbox or they'll go to a phone call and then the firm is busy it'll go to a voicemail the problem with this is in this day and age everyone is expecting instant gratification and the problem with that is when we have tools like google as a consumer everybody is doing is going through the google draft and what that means is i'm searching for attorneys near me if i was in a car accident for example i'm googling car accident attorneys near me and what i'm doing is i'm calling everybody down that list i'm starting at the top and i'm working my way down if i call the first person they don't answer they don't text me they don't email me i'm going down the list until somebody does because i want that instant gratification because i'm on a mission said i want to be heard i want i want somebody to help me and make me feel valued because i'm going through a stressful time you know anytime somebody's reaching out to an attorney it's normally a stressful time for them so what marketing automation can really do here is when a web lead comes in law ruler will automatically sync up with their marketing source so your lead will automatically get created in the system it will attribute that marketing source to them and it'll what you can do then is you can trigger automations based off of where they came from so as soon as that person fills out that web form they will get an email and a text message that is custom tailored by the firm using our platform and here's what that does that stops that process of the person continuing down that list and googling and it's all based on how you word that information and what you include in your follow-up a lot of other software's out there and a lot of firms out there right now if they are using automation it's just email there's a huge problem with that there's a huge opportunity think about your own email inbox for a second your own email inbox how many unread emails do you have how many emails go to spam that you don't even pay attention to until once a week you miss out a lot because we're so used to getting spammed by businesses left and right through our emails we're desensitized the point where we just don't check them that often we'll acknowledge that something came in we'll look at our phones we'll see we'll see the notification but we won't check it versus how many unread texts do you have probably not a lot most people have maybe one two unread text and even if they didn't read or open the text they looked at their phone notification and they looked at the preview so they know who texted them sending that text automation is extremely important when fueling your growth using marketing automation now texting capability is what allows you to get in front of more clients because with the email it could be lost text messages those don't really get lost now taking that to the next step now that you know that you're that's important to use that text message is what do you include in that text message to fuel that growth to gain that interest and to convert that client a lot easier and the real advice i can give to people with that because i see a lot of attorneys that make this mistake is a lot of attorneys will get very technical or they'll get too generic i'm sure everybody here has subscribed to a text message thread in their lifetime where they'll get texts from businesses and they'll say you know hi thank you for contacting us we will be with you momentarily nobody wants to get a text from a robot you know it completely turns you off of the company that you're on like oh well this i'm just another number to them they don't care about me they didn't take the time to personally text me people that are reaching out to an attorney want to feel valued they want to feel like okay this attorney is paying attention to me you can use our marketing automation tool to gain that customer's confidence and you do that by getting specific which we allow you to do you can take our automation and boil it down to where they came from what case type they're reaching out to you if you have case type specific marketing outreach and you can make it look like an actual person reached out to them with our mail merge codes so instead of just saying thank you for contacting us we'll be with you momentarily you could say hi nick this is matthew from law ruler thank you so much for filling out our facebook form i really appreciate your time i'm reviewing your information that you submitted i'm going to reach out to you momentarily from this number that endpoint is huge and you see how that's just building it's such a better customer connection it looks like an actual person reached out to them and they're getting that feeling of confidence so it allows them to actually want to answer that phone and the important part is that last sentence i am going to be calling you from this number how many times have you tried to just call a client that submitted the web form only for them not to pick up chances are they're not picking up because they don't recognize that number they're like ah this is another spam call it's either a toll-free number i'm not answering that or it's a it'll go to voicemail if it's important enough to leave a voicemail and i'll call back when i can that's terrible because it's taking up that intake reps time or if you're in a solo practice that's taking your time to call this person out and they're not answering and then you have to wait for a call back and you might be busy missing that opportunity with that last sentence you tell them what number you're going to be calling them from before you call them it will increase your answer rates and increase your conversion exponentially it is a huge component in getting more clients converted now this is just one way that the marketing automation can be used when it comes to new clients the other side of marketing automation with new clients is different follow-up cadences you can set follow-up cadences in case you know somebody calls and they say oh now it's not a great time to talk you can even do things like sending out intakes there's a lot more that you can do with that to where you can engage the client and prevent them from going down the list and building more confidence in your brand because that's ultimately what marketing automation is for when reaching out to new clients and marketing is you're building a brand around your business this these days marketing's gotten so advanced that everybody needs a brand in order for them to feel confident in doing business with you like i don't want to just go to any attorney i want to go to the attorney that's made me feel like the most valued i don't want to go to this big guy who sent me a robotic text so that's pretty much what i have to say about the new client sector and how to use marketing automation to fuel your growth with the new clients is by using our our software to get more specific get more customized and really add value to your customers lives with each and every outreach and get more conversions so now that we've discussed a little bit about new clients let's dive into a less talked about sector of the client's journey that's also important in marketing automation and what separates larger firms from the smaller firms because they already know to do this and what that is it's marketing to existing clients we pay for all of our leads that come through in one way or another leads are expensive nobody nobody is getting leads for cheap these days especially after cobit prices of lead generation has just gone through the roof so we need to capitalize from every avenue that we could possibly get and make sure that we do as much as possible to reach out to as many people as possible to fuel business and fuel growth and a large part of that that people don't think about is their existing clients their existing clients are huge database of contacts because it's not just those clients it's who those clients know who can what friends they have every every person has a good amount of friends at least one or two friend groups family members people that they know that might be in similar situations that if they're getting world-class customer service from your firm they're going to be more than happy to send you referral business at the end of the day you just have to ask and a lot of firms they get nervous about asking they don't they're uncomfortable or they just don't have the time because it's such a manual process for them still law ruler can use the marketing automation to send client outreach and marketing campaigns to existing clients based on criteria that you set so let's talk about this dive into that so let's take mass torts for example you might have signed up a bunch of people for a mass tort such as tal compound when you fill out that intake a lot of people answered that survey or answered the intake questions a certain way and there might have been you know a way they answer those questions that qualify them for another mass tort if you're just starting out you can use law ruler to look through every single one of your existing clients find out who answered that question the certain way through custom reports and then you can target those people with marketing automation where they are you can identify who they are then you can target them with marketing automation to ask them to sign up for the new tort that you guys are released or if you're building a new case type so you're able to really target down to your existing clientele and then use that free market because you've already paid for those leads that's free revenue for you that's free that's free contacts at this point you know you don't have to pay anything extra so you can use our marketing content to reach out to them say hey nick thank you so much for doing business with us before we hope you enjoyed your experience we are now starting up a brand new campaign that we think that you would be qualified for can we give you a call or you can even say you can leave an open-ended questions much better when can we give you a call to discuss the next steps you want to gauge that interaction so you can send that automation out and that automation will help you fuel your growth exponentially in 2022 because now you're reaching out to existing clients you're getting that business together and you didn't spend any extra money on gathering those contacts getting that business so everything is a bonus for you at that point now the other side of that let's say you're not a master you're a single events firm thing you can do there is you can ask for referrals send use our marketing automation to identify who's had a positive experience so you can see who's had a positive experience in the system and you can send them automation saying hi thank you so much for doing business i wanted to check in see how everything is going i hope your treatment's going well you can identify what part of the process you're at and you can just ask i'd love to also say that we would love to help out anybody you know if anybody you know needs help you know we feel like we've done right by you please let us know and we'll reach out to them personally we want to not only help you but help everybody that we can in your lives to make a difference it helps you build the brand it helps them build confidence you're reaching out to them again gives them another touch and it gets you new business by acquiring referrals from existing clients so it allows you to gain um to gain people that you wouldn't have reached with regular marketing content now you can reach them through asking for that referral because they might know an aunt who was just in an accident and you know that ant hasn't reached out to an attorney yet so now you're continuing to grow with that and you're continuing to fuel your growth with those kind of outreaches so it's important to never forget how good of a resource existing clients are and how marketing automation can really help take the most advantage of your existing client base when it comes to marketing so now that we've talked about the existing clients and we've talked about new clients let's talk about when existing clients become closed let's talk about after the case what happens there's a huge opportunity here i talked a lot about google earlier because google's in a lot of our lives we google a lot of different things when we're looking for new businesses i got a haircut today i googled the nearest hair cutter it's in me with the highest reviews and i went to that one the first person i saw you always want to make sure that you're that you're taking that you're getting the best service and we all do that right now through google reviews or yelp reviews it's because we're we're custom tailored to that you know everybody has been burned by shopping on amazon for example and looking at the reviews and they're like ah this doesn't have good reviews but i'll take a chance we get it and you're like oh well this isn't what i wanted at all so we've been conditioned to really believe reviews because we've all been burned by ignoring them in the past so to get your reviews up and running will really help fuel your growth for the next year because people look at those and they judge your firm based on the reviews they see because that's that's the first introduction to your firm it's not your website it might be an advertisement from facebook that's brought them to it but they'll google you before going directly to your website or immediately after before they call what you can do to help increase those google scores is you can use long ruler's marketing automation campaign to send out a survey as soon as that firm close as soon as that case closes you could send out a survey an internal survey and i'll go into why that's important you can send them a questionnaire and that questionnaire can say how did you like your service you'd be a drop down you know one two three four five how would you rate your service now if it's a four to five star awesome that's what we strive for you can send them a link to google right in that intake that'll take them right to your review page or if you use yelp or captain anything you use you can send them right to the review link now if the rating is one to three stars we don't want those going anywhere near google we don't want that negative review but we still want that feedback and we want the customer to feel valued and heard it's extremely important that that happens so our conditional logic through this marketing automation when they answer one to three stars can send them extra internal questions that allows the client to get out their frustrations because really when they've had a bad experience they don't care where they leave the review they just want to know they want somebody to know the level of experience they received and what their what their hang-ups were about it they want to feel heard they want to feel valued so when they get the one to three stars you give them an avenue that's not google not customer facing to vent you can say things like oh well you know one to three stars i'm sorry to hear that you know i was going to ask you a few more questions inside the intake and then you could say questions like you know what can we do to improve what was the reason behind your one to three star rating and then at the end of it you can even send a follow-up email saying thank you so much for your feedback you know i apologize that your experience has been subpar that is not how we aim to operate we aim to operate with world-class customer experience every single time with every one of our clients we are going to take your feedback and it can we're going to take your feedback and we're going to implement changes and work harder so that we can earn your business in the future because using that marketing automation is also important there because you want to make the customer feel hard and even though they had a negative experience the first time around this email is meant to turn that around let them know that you've heard them you've acknowledged their experience and you're going to do better next time so they can still come back to you and it gives them a chance to it gives you a chance to reduce that churn to have that client return to you in the future because all hope's not lost so that does that marketing automation when clients are closed it can not only help you increase your google ratings and again reducing the amount of negative ratings you get but it can also help you reduce the amount of churn and increase the amount of comebacks from people that have had those negative experiences so with that being said we're coming to the end of what i have to share with you today what i'd really like to do is open the floor to questions because each one of you have had your own your own opportunities your own pain points when it comes to marketing automation and you have your own goals when it comes to fueling your growth in 2022 i'd love to hear from you and open the floor so we're going to get that started right now me and nick will be answering questions any questions you guys have so feel free to go ahead that should be opened right now feel free to go ahead and ask any questions you have me and nick are available to answer anything we'd love to help you guys out and then keep in mind that after the end of this meeting today you will all be getting an email that will have a survey we appreciate everybody coming out today we appreciate all of your time we would love to hear your feedback on today's webinar we also want to hear from you on what you'd like future webinars to be about what topics would you like us to go over what would you like us to see we want to make these webinars important to you we want to add value to your day so please let us know and we appreciate your time all right so the floor is open if anybody has any questions please feel free to put it in the question and answer box or the chat junior says thank you for your time and info you're very welcome ginger i'm happy that i could help hopefully some of this information has um helped give you ideas for helping your law firm grow in 2022 all right i'll give a few more moments for anybody to ask any questions so megan asks if we have ultra high net worth clients do you think they would use the survey that's a really good question megan so the the short answer is yes um so a lot of people like to feel hurt and actually even if they're ultra high net honestly that means that they're more inclined to fill that out and the reason i'm one inclined to fill that out is because they they really want their opinions here they're they're very vocal normally when you have high net worth clients they're very expressed so they're very vocal they will let you know exactly their experience those are the people that won't pull punches and you know nine times out of ten the higher net they are the better feedback you're going to get and they will they might not do it right away but they will get to it because i've had experiences where you know before law really i've worked for companies that have had that have had really really high-end clients and those high-end clients we send out surveys honestly i would say about 85 to 90 of the time they would they would actually be filled out and it's it's that anxiety that we give of annoying potentially annoying those high net worth clients so we don't ask those questions but i can tell you that was never the fact with them it was always they were always happy to give me feedback very eager actually even before sending surveys they would always email me directly and give me the feedback so the surveys actually give them a nice place to do it without directly emailing your staff or going to google so that's another good question so how do you convert the survey to yelp or a page where potential clients can see that so based on our conditional logic we can include a link on their answer so how do you convert the survey to yelp or a page without the clients and see that you send them you send them a link to that to that spot to leave a review so you basically say thank you please follow this link to continue the survey and that will take them to the appropriate website that you want to target so rick gordon just asked out rick gordon said you know we do automations now and they are very successful thank you very much rick i appreciate that you just gave me a great idea and automated follow-up survey after we do the initial consultation currently sending follow-up emails and texts but a survey after the consultation best with texts emails or both that's a great question how do you send the survey what medium gets you the best response it depends on the level of your clientele to kind of piggyback on megan's comment are they high net worth clients they might be more entitled to filling it out on the email they're not going to be on their cell phone if you're doing um personal like that's with business cases or maybe estate cases if you're doing like personal injury you tend to be working with more common um clients texts i would say texts or both because a lot of people might not have access to their computers the emails might get lost so you can give them because these surveys we can send out this conditional logic intake that wall ruler can send out they're mobile friendly people don't need a computer they can be tran doing going through transportation they can be waiting for a bus they can be at home watching tv they can fill it right out on their phones so thank you rick i appreciate that question that's a good question all right does anybody have any other questions to add all right so it looks like we're approaching the half hour mark so i appreciate everybody's time coming out today to our webinar we really value your interest we value your business if you would like to learn more if you would like to dive deeper into our marketing automations we'd like to discuss how lol ruler can help fuel your growth or if you have any follow-up questions you didn't get the chance to answer here today please either reach out to myself at m d frane you can see my last name here on the on the screen with the video if you think of the sawshank redemption you'll never forget it mdfrayne lawrence.com or you can call me directly at 561-287-0970 if you want to reach out to law ruler generally you can also reach out to info lawrence.com we're always happy to take any of your questions and thank you guys so much for coming out today please be on the lookout for that follow-up email with the survey we appreciate any time you can give us for filling it out thank you i wish you all a happy new year and i hope you have a great rest of your day thank you thanks matthew you're welcome nick it's been a pleasure doing the webinar with you