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    Five Marketing Automation Best Practices to Save You Time

    by Misbah Siddiqui
    Five Marketing Automation Best Practices to Save You Time

      A significant aspect of marketing? Connecting to the emotional wants and needs of a target audience.  

      And that’s why many lawyers, with their fact-based arguments and focus on rational thinking, may not have a natural knack for marketing.  

      Add in the American Bar Association’s rules governing ethical advertising (not to mention the fact that marketing isn’t exactly a billable task), and it’s easy to see why many firms do the bare minimum when it comes to marketing. 

      But it doesn’t need to be this way—especially when you use automation to your advantage.  

      Barriers to effective legal marketing 

      Ethical considerations aside, there are several barriers that solo, small, and medium-sized law firms face when they try to improve their marketing. For example: 

      • Lack of funds, expertise, and time 
      • Lack of a clear strategy and goals 
      • Inconsistent outreach 
      • Misunderstanding the target audience 
      • Prioritizing leads over thought leadership 

      The most common marketing mistakes made by firms—thinking you understand your target demographic and marketing needs without doing the necessary research—are directly tied to these hurdles.  

      Luckily, automated marketing technology can help you leap over these hurdles like an Olympic athlete (without an Olympic-sized investment).  

      Five ways to maximize your marketing spend with automation 

      Marketing is as much a science as it is an art. It doesn’t matter how creative or catchy your campaign is if it isn’t reaching the right audience with the right information at the right time. 

      And instead of worrying about how your content will land in front of the right eyes at just the right moment, you can leverage the power of marketing automation to run your campaigns at optimized times (without taking your focus away from other high-value tasks).  

      Of course, marketing automation can’t do everything for you. But if you do it right, automating your marketing strategy can increase your revenue while simultaneously reducing your workload. 

      Maximize your automated marketing spend by following these five best practices.  

      1. Have measurable goals 

      Starting a marketing campaign without goals is like baking a cake with a recipe that’s missing a few steps or ingredients. Sure, you’ll end up with something. It might look okay, and it may even be edible, but it won’t be what you had in mind when you first started sifting flour and cracking eggs. 

      The same concept applies to your marketing efforts. Ask yourself what specific results you want. Do you need more clients from certain industries? Do you want to be a thought leader? Are you hoping to break into a new practice area? Do you want bigger clients or cases?  

      Once you know what you want your marketing to do, set a SMART goal, i.e., one that is specific, measurable, attainable, relevant, and trackable.  

      For example, if your goal is to increase revenue, you could set a goal to add x dollars from new clients by the end of the next quarter. If you want to be a thought leader, your goal could be to have someone from your firm invited to speak at a conference or write an opinion piece by the end of the year.  

      Your chosen goal(s) can help you determine the content of your marketing outreach. 

      2. Know your audience 

      Everyone thinks they know their audience, and almost everyone is surprised when they collect the data showing who their audience actually is.  

      This is because many people mistakenly use the terms target audience and target market synonymously.  

      Here’s a quick example. As an intellectual property attorney, your target market might include tech companies. Your firm specializes in biomedical device startups, but an analysis of your sales funnel reveals that the majority of your new clients are B2C SaaS companies. 

      In this example, your marketing strategy is only partially effective—it’s bringing you new IP cases, but it’s not bringing you the cases you want. This information can help you decide if you need to shift your practice focus to a new area or if you need to make your marketing more specific to issues in biomedical IP. 

      3. Track the customer journey 

      A customer journey, also known as the buyer journey, is the process your clients go through from initial interest to a successful end result. If you don’t manage this journey effectively, you may end up losing clients and cases that would have been a great fit for your firm. 

      When you map and fully understand your client’s journey, marketing automation can help you find and close the information gaps, weed out clunky processes, and improve ineffective responses.  

      For example, if your leads drop off during the consideration phase of the customer journey, implement email drip campaigns with valuable case studies or testimonials to bolster your credibility. If leads that sign up for free consultations fail to show up, automate text message reminders to stay top-of-mind so they’re less likely to forget about their appointment.  


      Ultimate Guide to Law Firm Business Intelligence

      Are you sure about running a law firm without regularly analyzing performance data?

      There are just certain things in life that you wouldn’t, even couldn’t, do without a little research and background information. Running a legal practice is definitely one of those things.

      4. Integrate your CRM with your practice management software 

      Integrating your CRM with your practice management software dramatically reduces the amount of work required to collect accurate data about your clients—how much money they spend, what they spend it on, whether they refer other clients to you, and more. This data provides the key insights you need to understand and segment your audience. 

      CRM integration also improves your clients’ experience by making the intake process more efficient, increasing communication frequency, and simplifying billing processes. (And greater client convenience leads to greater satisfaction… which leads to more referrals!)  

      5. Wash. Rinse. Repeat. 

      Marketing is only a useful tool if you learn from it. Once you’ve run a campaign, you need to go back and see how well it worked. This provides two substantial benefits:

      • You’ll better identify the troublesome friction spots that knock people out of your sales funnel 
      • You’ll have more data (clickthrough rates, percentage of emails delivered/opened, contact forms submitted) to help you decide the what, when, and how of your next marketing campaign 

      A good marketing automation tool like Rocket Matter’s legal CRM comes with reporting dashboards that make it easy to track how your content and channels are performing. Knowing which topics and delivery methods are working well ensures that your marketing dollars are contributing to your goals. 

      Let Rocket Matter show you how easy marketing can be 

      Most firms tell us they don’t have consistent marketing activities because they just take up too much time. 

      And while automated marketing doesn’t mean you won’t have to do any work, the bang for your automation buck comes when that manual effort doesn’t have to be repeated every time you want to advertise. Automated marketing allows you to spend nearly the same amount of time creating multiple campaigns as you would creating just one. 

      If you’re interested in seeing what Rocket Matter can do for you, schedule a demo today. 

      Ultimate Guide to Law Firm Business Intelligence

      Are you sure about running a law firm without regularly analyzing performance data?

      There are just certain things in life that you wouldn’t, even couldn’t, do without a little research and background information. Running a legal practice is definitely one of those things.

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