Upgrade Your Marketing Tools

Before we dive into the how let’s talk about what CRM and marketing automation is and why you need them. 

Put simply, CRM stands for Customer Relationship Management and these products are centralized platforms for all things customer-centric. Tracking and managing contacts, customer segmentation, and list management as well as marketing and sales functionality. The latest trend for these platforms is to include powerful marketing automation functionality and it can be a game-changer for your firm. Marketing automation is, you guessed it, marketing-focused software that allows you to consistently get in front of your contacts and customers with tailored messaging that does not “feel” automated. If you imagine these tools in the marketing funnel illustration, marketing automation is used at the top of the funnel to attract customers/leads, in mid-funnel to educate and nurture, and CRM platforms are also used at the bottom of the funnel once the deal or sale has been closed to track purchases, correspondence, continually nurture customers and for cross-selling and up-selling.

Why do law firms need CRM and marketing automation strategies? Traditional marketing methods to potential and existing clients have at best been archaic and inefficient, and at worst, a deterrent. Potential new clients have likely been missed, opportunities for cross-selling of services may have been unrecognized, and follow-ups probably non-existent or sporadic. Spreadsheets and Law Practice Management Software (LPMS) dominate the law firm space, and while they serve a purpose, they aren’t the best tools for managing an effective modern marketing strategy. 

So how can law firms take advantage of sophisticated marketing and sales tools like CRM and marketing automation strategies and make them a part of their everyday operations? We’ve compiled a list of tips and best practices for using these tools and getting the most bang for your buck. 

  1. Choose the right tools. There are hundreds of CRM and marketing automation tools & platforms available at all different price points. But don’t focus on price alone. Look at your firm’s needs and the tools’ functionalities, and find the tool that will best help you reach your goals. Here at The Old State, we have a variety of these platforms but we believe HubSpot is one of the best out there and have been recognized as a Platinum Partner with Hubspot. 

  1. Ensure the platform is set up and adopted properly. Not only does the CRM platform need to be set up and implemented by experts who know it inside and out, but your staff members should be adequately trained on how to use it. You can have fancy software with lots of bells and whistles, but if you can’t use it to its full potential, it can’t be effective. Try not to be in a hurry. Take the necessary time for proper implementation and training. 

  1. Watch the data like a hawk. CRM strategies and marketing automation tools will blow your mind with how much data they collect. But the data is not useful if it’s never mined and examined. By closely watching how your email marketing performs and diving into your client’s behaviors and preferences, you can uncover vital information you never had before and make changes that can change your firm’s bottom line for the better. Don’t assume you know what your clients think or how and when they want their information. Let the data tell you, and plan accordingly. 

  1. Test, test, and test some more. Letting your data inform your marketing strategy is critical, but if something isn’t working as you hoped, it’s not the fault of the tool — it’s likely how you’re using it. While these tools are powerful, they are not human. Evaluate your data and try new tactics to see what works and what doesn’t — test different email subject lines, content pieces, and email deployment times. You will be surprised what you can learn. Be prepared to have your preconceived ideas challenged.

If your firm wants to see what CRM or marketing automation strategies can do for your business, check out our portfolio and case studies or schedule a time to chat. We would love to give you a tour of how we use HubSpot, SalesForce, and more to help our clients grow their business and improve their bottom line.