Law firm marketing is a full-circle proposition, and should include strategies for not just generating leads, but also managing those leads so they eventually transform into paying clients. 

Here are some tips on how to manage the leads coming into your law firm so you can convert them into clients:

Have a lead management platform. A comprehensive law firm marketing program that embraces multiple marketing techniques – SEO, email marketing, social media, blogs, etc. – means leads come in from many different sources. If you don’t have an automated way to deal with them, they slip through the cracks and all that hard work was for naught.

Have a lead management strategy. Once a lead comes in, what happens to it? You need a system in place that nurtures the lead through the sales process and people who are accountable for that system.

Analyze your lead sources. You need to track what programs are bringing in the most leads so you can duplicate what works and jettison what is not working.

Segment and score your leads. Not every lead has the same value. Someone who is a past client is a better lead than someone shopping around. Someone who downloaded your free report is a better lead than a website visitor. 

Circle back. There are always some leads that fall by the wayside in the sales process, but don’t automatically count them out. Circle back in a timely fashion and find out what prevented a sale from happening so you can overcome that.

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