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Best Practices for Winning More ClientsMarch 28, 2017
presented by:
in conjunction with:
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Helping attorneys grow their practicewith the largest legal marketing network
15M visitors + 100K requests for attorneys/month
Increase visibility & credibility – professional profiles/websites
Generate highly-targeted leads – 55+ practice areas nationwide
Convert 2X more website visitors to prospects – Live Chat
Martindale-Nolo Legal Marketing Network
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Your Speakers
Chelsey LanganVP, SalesMartindale-Nolo
Chris O’BrienCEOCaptorra
Mark NicholsAssociate AttorneyStearns, Roberts & Guttentag, LLC
Mark ShepherdPresidentMartindale-Ngage
Reza TorkzadehOwner/Managing AttorneyThe Torkzadeh Law Firm
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Please submit questions through the webinar platform
Q/A session during last 15 minutes
Unanswered questions will be responded to after the event
Webinar replay will be provided to all attendees and registrants after the event
Want to contact us directly?
Webinar Info
877-317-9160
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Client surveys and input provide insight and best practices
Today, we’ll cover:
Online Marketing Today – Top 3 Ad Techniques
The Sales Process
Response Time & Follow-Up Best Practices
Lead Nurturing Ideas
Website Conversion
Intake & Case Intake Technology
What We’ve Learned
Chelsey LanganVP, SalesMartindale-Nolo
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Online Marketing Today
Lots of Opportunity… and Competition
1 Source: Lexis-Nexis Martindale-Hubbell study, “Attorney Selection Research Study,” conducted byThe Research Intelligence Group, 2012.3 Source: American Bar Association.
76% Search Online1
CONSUMERS1.3M Total in US3
500K Small Law Firms SEO SEM Lead Generation Directories Social Media/Blogs Other Advertising
WAYS TO CONNECT ATTORNEYS
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2016 Best Performing Techniques
Source: State of Online Marketing | martindalenolo.com
What is your best performing advertising medium?
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How many clients do you retain from your marketing efforts every month?
<5%
5%-10%
11% to 15%
16% to 20%
>20%
Unsure
Poll Question
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How Many Leads Does it Take? 1500+ customers polled 13.2 leads
28.5 days
Results can vary by practice area and attorney
Consumer Behavior 22% of consumers hire an attorney within the first week of
submitting a lead
Important Data Points
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You’ve Got the Leads. Now What?
Initial Request
Initial Contact
NurturingEngagement Initial Intake Close
The right lead response best practices, technologyand resources make a huge difference
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Response Speed and Frequency
Source: State of Online Marketing | martindalenolo.com
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Case Study: Reza Torkzadeh Started the firm 5 years ago Personal injury, wrongful death, product
liability Expanded 1 office in LA 4 new offices
(Orange County, San Diego, San Francisco, Chicago)
Moving into 2 new states this year Sign-ups increased by 364% in 6 months
Lead nurturing was key to success Immediate First Contact Email leads immediately and regularly after
initial contact Warms up prospect, when you can’t reach
them
“Most important part of any case is getting it”
Lead Nurturing
Reza TorkzadehOwner/Managing AttorneyThe Torkzadeh Law Firm
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A simple nurturing approach:1. Understand your audience What are your prospective clients’ top 3 needs? Example: DUI requires immediate attention
2. Get some automation MailChimp Constant Contact Captorra
3. Set up an email schedule
Email – Your New Best Friend
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Text Messaging immediately after initial phone call
Chat – Martindale-Ngage Live Chat, etc.
Create a Blog Write for Legal Journals, Sites, etc.
Post to Social Media and your Profiles Examples of Lawyers.com and Nolo profile – article link
Anything to keep prospects interested and coming back to your site
Other Engagement Ideas
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Website Conversion
What does this mean? # of website visitors who submit
form/call Average conversion % Maximize existing visitors Average consumer views 4.5
legal websites before contacting one Average consumer contacts 3
attorneys before hiring one
Mark ShepherdPresidentMartindale-Ngage
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Want “The Best”
What separates you
Verdicts
Awards
Badges (Million Dollar Advocates, BBB)
Media Appearances & Logos
Ratings (AV Rated by Peers, SuperLawyers, Avvo)
Competitive Buyers (Logical & Quick)
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Contact Forms Avoid questionnaires
Phone Number Prominent Clickable After Hours
Live Chat Live Transfer Callback + Text Messages
Spontaneous Buyers (Emotional & Quick)
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Content Videos Books & Information Packets Blog
Methodic (Logical & Slow)
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Videos Testimonials Community Involvement Firm Bios Photos
Humanistic (Emotional & Slow)
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What is Intake?
First personal interaction with “potential” client You have 7 seconds to make a “great” impression
Pre-Screening of case worthiness Qualify quickly Logic driven questionnaires Serious inquiries ≠ new client
Consultation / Investigation Firm-specific – business philosophy,
attorney-client relationship, fees Case-specific forms shouldn’t overwhelm eSign as an option
New Client Introduction to legal staff
Chris O’BrienCEOCaptorra
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How Do I Manage My Intakes?
Intake Statuses are Key Lead (Engage) Under Review Sign Up Package (Nurture) Scheduled Retained / Signed Up Referred Out Turned Down No Sign
Who does intake? 56% use non-attorney staff Salespeople vs. Legal Staff
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What If You Don’t Have Enough Resources?
What aspects of intake can you outsource? All of it or None of it But, What is best?
Third-party Services Call Center (Inbound and Outbound) Legal Specific
Handle all intake tasks, including screening, mailings, etc.
Technology Options for Automation Website / Lead Integration Automated Lead Management,
Email / Text Messaging Nurturing Intake Questionnaires eSign
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Scenario: Local Auto Accident / Happened Yesterday / Not At Fault / MRI Scheduled for Tomorrow
Sent 25 Web Submissions Only 10 Groups Placed Phone Calls 2 Placed Phone Calls within 15 Minutes These 2 Groups Placed Multiple Phone Calls and Emails
3 Placed Phone Calls between 15 Minutes and 2 Hours
5 Placed Phone Calls before the end of the day These 8 Groups only Placed 1 Phone Call
4 Groups Sent Only 1 Email Asking for Us to call them
11 Groups Never Attempted Contact
Real Life Case Study – Lead Follow Up
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Panel Discussion
Who handles intake at the typical law firm?
How does intake differ by practice area or lead source?
What metrics do you track?
How do you track results?
You’ve got the data – now what?
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Who Handles Intake?
Source: Maximizing New Client Opportunities in the Digital Age | martindalenolo.com
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Q&APlease remember to submit your questions.
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Additional Resources
CRMs Captorra.com Salesforce.com Mailchimp.com
Articles ABA benchmark study on law firm intake process: part 1 and 2 | Law Technology Today Poor intake processes are leaving potential clients hanging, study finds | ABA Journal How do you handle phone calls from potential clients? | ABA Journal Nurturing leads into a thriving client base | MartindaleNolo.com Blog 3 simple email nurturing tips for client retention | MartindaleNolo.com Blog Networking for results | MartindaleNolo.com Blog
Martindale-Nolo White Papers Maximizing New Client Opportunities State of Online Marketing Click for more
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Optimizing Your Online Reputation and Credibility
May 11, 2017 | 1 p.m. ET Cost: Complimentary
The foundation of your legal practice rests on your reputation, and the trust that it generates. This complimentary webcast will discuss how to assess and enhance your
online identity and reputation, and how to position yourself the way you want to be perceived.
Upcoming Webinar – Join Us!
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