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Best Practices for Tracking Digital Marketing Leads in the Legal Field 

Your law firm probably receives a lot of phone calls that seem like solid leads on the surface. After a brief conversation with a legal assistant or lawyer, the caller thanks you for the information, and you never hear from them again.

How many times does that happen to your firm each month? How many of those cases would you have accepted if the client had asked for legal representation? What went wrong?

Too frequently, lawyers have no idea, because they don’t track their leads or know who is browsing their website and social media profiles. Because they don’t even bother trying to collect the relevant data, they can easily lose clients to firms with well-established lead generation systems.

Change Your Perspective on Lead Generation

Law firms face unique marketing challenges due to state bar rules limiting a lawyer’s ability to solicit and generate leads. While you’re held to a higher standard than most professions, that doesn’t mean you can’t create a responsible and compelling digital marketing strategy.

Before you begin nurturing leads, you must consider the client journey (sometimes called the buyer’s journey or sales funnel). There are three primary stages in this process:

  1. Awareness: In this first stage, your potential clients realize they have a problem and start looking for information to guide them toward a solution. At this point, they might not even be looking for an attorney. Instead, they might be searching for information about auto liability insurance claims or stopping debt collection. While online, they find your firm’s site and benefit from its excellent, informative content.
  2. Consideration: Armed with new knowledge, the reader decides to initiate contact with your law firm to learn more about his or her claim and perhaps discuss how your firm operates and what you can offer. This might involve completing an online form, downloading an e-book or infographic, calling your office directly, or asking a general question on a social media platform. Once they’ve initiated contact, they become leads that you should add to a customer relationship management platform (CRM).
  3. Conversion: Your lead is ready to sign a retainer or fee agreement, initiating legal representation. Conversions are usually the result of a carefully crafted digital marketing strategy that includes tactics like paid advertising, remarketing, and email automation, as well as an effective lead scoring system.

You and your team should develop and distribute digital marketing materials that engage leads at every stage of the client journey. You should also track the efficacy of these materials using data analytics.

RELATED: Analyze This! Leveraging Analytics to Optimize Your Law Firm’s Content Marketing

Define Key Goals at Each Stage of the Client Journey

There are numerous metrics that gauge the success of your digital marketing presence. Rather than getting swept up in all the data, identify a few key performance indicators (KPIs) that can help you gauge lead generation and conversion performance. These might change over time depending on your user behavior, so establish an initial set of metrics and then update gradually.

At the Awareness stage, you might assess your performance on:

  • Organic traffic
  • Time on page/site
  • Unique and return user rates
  • Bounce rates
  • Click-through rates on paid advertising
  • Newsletter sends, opens, and clicks

Once you reach the Consideration phase, you should analyze:

  • Form fill rates
  • Landing page conversion rates
  • Scheduled appointments
  • Social media engagement

Finally, at the Conversion stage, you might gauge:

  • Cost of client acquisition
  • Average time for conversion
  • Client retention ratios
  • “No Call, No Show” rates for scheduled appointments

These metrics can help you identify the strengths and weaknesses in your marketing plan, understand your return on investment, and spot trends in your market. They can also help you develop a useful and reliable lead scoring system that will encourage you and your team to focus on the most promising leads and gradually influence those at the beginning of the funnel.

Related: LaFleur Podcast — All Analytics Talk (Rise of the Machines)

Create Standardized Processes and Client Experiences That Nurture Leads

How does your law firm handle client and lead intakes? Do you have a standard system that tracks the source of every lead and conversion, or do your partners handle their own intakes on an ad hoc basis? At LaFleur, we believe consistency is always the best policy. 

We encourage law firms to implement:

  • Phone tracking to identify and catalogue lead sources
  • Concise and direct calls to action
  • Dedicated landing pages 
  • Google Analytics
  • Automation systems that facilitate consistent email campaigns and track key metrics
  • Integrated CRM systems that compile all your law firm’s lead generation data
  • Internal policies that align your administrative staff’s intake procedures with your brand to offer a consistent experience
  • Regularly scheduled assessments of your KPIs

If only part of your firm is collecting accurate data, you can’t calculate your marketing ROI or assess the efficacy of a particular campaign or platform.

RELATED: A Horse to Water: Evaluating Your Lead Generation Strategy

Understand Your Law Firm’s Capabilities

This probably all sounds great, but how does your law firm accomplish everything? The answer depends on your financial and technical resources.

There are flexible, easy-to-use CRM systems that help automate and track lead generation. (HubSpot offers a free version that could get you started on the right track.) In the right hands, these powerful tools can help identify, nurture, and convert leads into great clients.

While quality CRM platforms and automation software are usually affordable, most involve a modest monthly financial commitment. You will also need to use your available resources to implement these products and use them properly. If you need help with CRM implementation or utilization, we can help with that too.

If you’re not ready to purchase CRM software, you should consider other tools. You can track your basic website traffic with Google Analytics and other similar programs (KISSmetrics has an excellent platform). Once you have your KPIs, you can begin building and updating your own client and lead databases using basic spreadsheets or AirTable.

RELATED: (C’mon, Baby! Do the Automation!) Marketing Automation FAQs

Team With an Agency That Specializes in Legal Marketing

We understand most lawyers would rather focus on their legal practice and counseling clients than the nuances of their marketing plan. If you don’t have the time or inclination to build a comprehensive legal marketing strategy that generates, scores, nurtures, and tracks all incoming leads, LaFleur can help!

We provide original, comprehensive marketing services for law firms (and all business types). Our skilled and experienced team includes former lawyers, journalists, and professors who work together to develop compelling and accurate content, brilliant websites, effective paid advertising campaigns, and sound marketing automation solutions.

For more information about our services and approach, please call us at (888) 222-1512 or complete this brief online form.

 

(C’mon, Baby! Do the Automation!) Marketing Automation FAQs

Marketing automation has become increasingly popular in recent years. In 2010, it was a $225 million industry. As of 2015, that number spiked to $1.65 billion with nearly 150,000 companies using some sort of marketing automation software. It’s an important part of any digital marketing plan because it complements and informs every other tactic and leads to tremendous success for the companies that utilize it.

Whether you already have a robust, segmented, and successful marketing automation strategy in place or are considering implementing this tactic as part of your larger holistic strategy, the answers to this short list of frequently asked questions will help you improve your existing campaigns or develop effective campaigns moving forward.

What Is Marketing Automation?

As the name suggests, marketing automation includes a software program designed to automate repetitive marketing campaigns — such as email, social media, and paid advertising, among several others — helping to eliminate unnecessary resources and generate a strong return on investment. There are several marketing automation platforms to choose from varying in price and functionality.

The best marketing automation campaigns are consistent, sustainable, and scalable. They focus on a variety of audience segments and the ways in which those segments behave online and interact with your brand and materials. While email is the most popular and common form of automation, you should be gathering and reviewing the data each time a potential client interacts with your brand via social media, paid advertising, and content on your primary and secondary web properties (including landing pages and review sites).

For instance, a potential legal client viewing a social media post related to bankruptcy on a law firm’s Facebook page is an excellent behavioral input. It tells you exactly what the individual’s challenges are and what sort of material you need to put in front of them to showcase your value. Better yet, by placing a helpful form directly on that page, you can also utilize your social media channels as a platform for direct marketing.

Many companies are quick to purchase the shiniest software, but marketing automation is most powerful when it incorporates well-developed, user-specific content in the form of tailored emails, infographics, whitepapers, video, etc. So instead of buying expensive email lists, which provide false lead stability and result in high spam rates and wasted spend, take the necessary time to develop thoughtful content marketing with several primary audience segments in mind. This means creating client personas early in the process and crafting meaningful assets that align with your potential customers’ needs.

RELATED: Create an Email Marketing Strategy in 4 Easy Steps

What Are the Benefits of Marketing Automation?

Marketing automation provides several unique benefits, but perhaps the most useful aspect of this tactic is that it helps create resource efficiencies for marketers and businesses. Rather than having to develop dozens (or even hundreds) of unique campaigns from scratch, automation allows the user to collect and analyze data, derive insights about potential and existing customers, and then create content marketing strategies that can be delivered to segmented audiences with the click of the mouse.

Sound marketing automation campaigns not only save time, money, and brain power, but they also help identify clients and customers who are further along in the sales funnel or who are more inclined to purchase your product or service. In most instances, these prospects are first introduced to your company when they are still researching and gathering information, and automation helps identify exactly what they’re looking for and how you are in a unique position to help meet their needs.

When you determine what your prospects are looking for and how near or far they are to committing to your products or services, you know exactly how to communicate with them and which educational, promotional, or advertising assets to provide them with. Prospects near the top of the sales funnel should receive more general information about the history and benefits of your company. Prospects closer to the purchasing stage should receive more specific information about products or services.

RELATED: Engagement Can Improve Email Marketing Performance — Here’s How

Why Do Some Marketing Automation Campaigns Fail?

The most common reason marketing automation campaigns fail is the lack of a top-funnel foundation. Businesses are attracted to the idea of marketing automation that they put the cart in front of the horse before even considering their route.

Marketing automation should support lead nurturing, not lead generation. Yet, time and time again, companies are enticed by the lure of buzz-words and purchase trendy automation software before they have content marketing plans in place. If your company isn’t generating inbound organic leads, you’re not quite ready to begin investing in marketing automation.

Another common reason for unsuccessful marketing automation campaigns is a lack of resources necessary for sustained growth. It takes time, money, and skill to create quality campaigns with a reasonable expectation of consistent success. If you’re not committed to doing it the right way, your spam rates, unsubscribe lists, and low engagement levels will increase quickly and sharply — defeating the purpose of marketing automation in the first place.

RELATED: Email Lists: Low-Hanging Fruit or Cream of the Crop?

What Are Marketing Automation Best Practices?

We’ve already touched on several best practices, but we all like concise lists grouped in one easy-to-find location. Here is a brief list of the most effective marketing automation processes and protocols.

  1. Install Lead Management Before Marketing Automation:

    Marketing automation can be a powerful tool, but it is entirely dependent upon lead generation. This means that companies need to map out their lead flow prior to implementing any automation campaigns. According to Mairi Burns, VP Client Services at Dunthorpe Marketing Group, “You can’t automate a process that doesn’t exist.”

  2. Create Accurate Personas:

    Before developing or facilitating prospect interaction, businesses must understand who they want to communicate with and what sort of content they want to develop to foster those relationships. Creating personas (fictionalized versions of a company’s ideal client) takes a substantial commitment, but it’s a necessary practice if you want to generate maximum ROI.

  3. Right Time; Right Place:

    The basic premise behind marketing automation is to deliver relevant, purposeful, and useful content to the right person at the opportune time in the ideal setting. So before launching any outbound campaigns, make sure you understand the data you’ve collected and leverage it to the best of your ability.

  4. Score Your Leads With Purpose:

    Developing an effective lead scoring system takes time and patience, but the result is worth the effort. Lead scoring helps your team understand where prospects are within the sales funnel and how likely they are to purchase your product or service. Focus on objective data and keep it simple — diversify your system over time based on thoughtful analysis of the information you receive from each prospect.

  5. Maintain Your Email Reputation:

    Even if you’ve crafted amazing content with engaging email copy, you can’t deliver your message if you routinely send to bad email addresses. Understand your audience, write for that audience, provide clear and prominent unsubscribe options, and scrub your lists regularly. This will ensure your emails arrive in welcoming inboxes rather than filtered as spam.

RELATED: How to Effectively Manage Your Email Marketing List

Is Marketing Automation Right for Your Company?

Most companies can benefit from marketing automation to varying degrees depending on your product and service lines, the amount of resources at your disposal, and the behaviors and interests of your ideal client base.

Smaller companies offering simple services should keep their automation practices simple and focus on areas they are most likely to succeed. Don’t spread yourself too thin and utilize your staff and other resources wisely.

Larger businesses that offer more diversified products and services should also optimize their resources, but likely have a bit more margin for error. A large budget and talented staff doesn’t justify a free-wheeling approach. Consider your audience, segment accordingly, and take the time to curate an organic list of interested customers.

Regardless of your business’ size or industry, marketing automation can work if you follow the best practices mentioned above, make a concerted effort to develop and distribute usable content, and rely on the data rather than your intuition or opinion.

RELATED: The LaFleur Approach to Email Marketing

Get Your Automation in Motion With LaFleur!

Marketing automation is central to what we are trying to accomplish on behalf of our clients here at LaFleur. We believe it is an integral component of a larger holistic strategy and recommend it for all our clients (although to varying degrees based on their unique circumstances).

If you’re considering marketing automation or any other digital marketing solutions, please contact us today by calling (888) 222-1512 or completing this brief form. We specialize in legal and healthcare marketing but also have achieved excellent success for numerous general business clients across the United States.

Our marketing experts are familiar and proficient with several automation platforms and have developed proprietary lead scoring systems for internal and client use. Additionally, our content team is staffed with professors, former journalists, and educated and experienced writers from all walks of life who can deliver your company’s story to multiple audience segments.

References:

Getting started with automated email marketing. (2018). Kissmetrics. Retrieved from https://blog.kissmetrics.com/automated-email-marketing/

Hemani, M. (2016, December 27). How marketing automation is changing the game in 2017. HuffPost. Retrieved from https://www.huffingtonpost.com/moosa-hemani/how-marketing-automation_b_13863584.html

Rimmer, A. (2017, February 1). What is marketing automation? A beginner’s guide. Hubspot. Retrieved from https://blog.hubspot.com/insiders/what-is-marketing-automation-a-beginners-guide

Sukhraj, R. (2017, July 8). A quick history of marketing automation (& why you need it). Impact. Retrieved from https://www.impactbnd.com/blog/history-of-marketing-automation

 

Q&A with Chip LaFleur, President of LaFleur Legal Marketing

Although he rarely seeks the spotlight, Chip LaFleur is the intrepid leader and mentor behind the LaFleur Legal Marketing team. To put a stamp on the resolution of LaFleur Legal Marketing’s second calendar year of growth and success, we decided to sit down with Mr. LaFleur for a special interview to discuss what he’s learned so far and what he sees for the legal marketing world going forward.

LaFleur Legal Marketing: Let’s start with how you came to legal marketing. How did that happen, and why did it make sense at the time?

Chip LaFleur: It really started with a relationship I had with an attorney, which started two agencies back. I had worked with him at that agency, but he wanted something different that my former agency couldn’t provide. When I left, we worked with him at the new organization and we did better, but we still couldn’t provide everything he needed.

When I created LaFleur Legal Marketing, I started to kind of craft who I wanted to bring in based on what this client’s needs were. And the more we worked with them, the more we realized a generalized agency couldn’t effectively serve someone like that. There’s just too much nuance in the law, too many rules the bar associations give you, and too deep of an understanding that you have to develop over time.

So, working with that first client, having a lot of conversations to find out their needs and what they wanted to see in an agency — that’s really what shaped the company early on. And then we started to craft that approach further and formed LaFleur Legal Marketing to make sure the focus was going to stay on legal marketing.

LLM: When you started to put together an initial core team for a legal marketing agency, what were you looking for? What kinds of skillsets and personalities were on your radar?

CL: Well, the focus specifically was on finding great writers. People who were not just good writers but who had good training, who were well-rounded as writers — partially because I expected that the attorneys we work with would be very specific about what they want. They’re not going to want to find typos or grammar issues. So we wanted writers who could reflect the branding of the firms we work with and meet exacting expectations.

Also, that had been a point of contention at previous agencies on the occasions I had worked with attorneys. Previously I had worked at an SEO firm, and the biggest pushback there was often the quality of the content, because it was not written by someone who really had a deep understanding of the law or who could speak to the nuances. So it was this very surface-level, superficial content, and I knew we were going to need more than that if we wanted to succeed with a focus on content marketing.

LLM: When setting your vision for this company, were there things you knew you didn’t want to or didn’t need to do to create a successful agency based on your past experiences?

CL: In terms of culture, when you see this huge focus on working 50, 60, 70 hours a week, we don’t have that. I’m a big believer in making conclusions based on data, and there’s a lot of data that makes me believe you can get as much done in 40 hours consistently as opposed to working 60 hours week in and week out. The data says that after a couple weeks of that pace, you’re less productive than someone who’s working 40 hours.

LLM: There’s a big culture around that in startups, though. It’s almost a badge of honor or a rite of passage when it comes to putting in those 60-hour work weeks. It takes a little bit of courage to push back against that.

CL: I think it’s fair, though, too. I know what I want, which is to be able to actually spend time with my family and have my own interests and pursuits and things like that. The company is certainly my interest and my pursuit, but I like woodworking. I like spending time with [my wife] Sarah and [my son] Lucien.

LLM: I’m sure that, like any startup company, you’ve encountered challenges in these first two years. Can you talk about some of those challenges, especially those that you feel are unique to the legal marketing field?

CL: Well, quite a few of our clients work in personal injury law, and that presents a marketing challenge because personal injury law is not a fun thing. The attorneys we work with are there to help people, but their clients often come to them having just been through a terrible situation. And it makes sense that they want clients who have come through the worst of situations because that’s where they can do the most good. But it still doesn’t make anyone feel good when they go to Facebook and see that there’s a major wreck. So we want to make people understand, “Look, these are the people that can help you, but at the same time, there’s a huge stigma around trial lawyers and personal injury. And I feel very strongly that that’s a manufactured stigma, but it is something we need to be aware of and sensitive to.

Another big challenge is that with personal injury law, anyone can get injured. Some of our clients have had clients who were VPs in major national corporations. Another client might be basically homeless, completely different age and background – the only thing that ties them together is that they’ve been injured. So it does make it more challenging to segment, although for many of our clients, we can narrow things down a bit based on certain types of cases they want. Even then, though, most of these things can happen to anyone, and it’s a lot broader audience than with a lot of other products and services.

Obviously for things like tax law and family law, you can get a little more specific, but in general, drilling down to find the audience in legal marketing tends to be one of the biggest challenges.

LLM: How do you address that, then?

CL: Well, we try to define the audience as much as we can, and one way we address that is by building referral networks. We still do paid media, we do display and search advertising — search helps, but it’s also prohibitively expensive for a lot of our clients.

But I think one of the things that we’ve done that’s most effective is building email lists, marketing to those lists, and just keeping the firm in front of people as much as we can. By doing that, we can continue to message them and be the attorney in their mind, so that when something does happen, they’ll say, “Hey, I know this attorney.” And that does help us define a client’s audience since it’s geographically targeted, and we’re able to reach them again and again, which isn’t feasible with something like paid search.

LLM: We tend to emphasize the holistic nature of our services here at LaFleur Marketing. Can you talk a little bit more about that — what it means to you, and whether you always had that understanding of digital marketing services?

CL: I think at the beginning, we kind of had people specialize in — you know, this person handles social and this person does content development; this person is on the paid search side; and so on — and we didn’t always have perfect communication between those. Over time, we’ve moved to bring social media underneath the content umbrella so we’re promoting content as we post it.

That’s just one example, and even though it seems like a given, it takes some coordination for the number of clients we carry, and I think we’ve got some good systems and processes in place to accomplish that. Using project management effectively, building out those processes —nothing ever works just because, right? Anytime you bring something to scale, it’s a challenge to get all the pieces to move and work together in the same way. We’ve got a great project manager, great project management tools, and great processes that have been rolled into that. I don’t take a whole lot of credit for that, necessarily, other than knowing I wanted that to be built and bringing in the right people who could help us build that.

Of course, the holistic approach can create a challenge, too. Because everyone naturally wants to be able to say, “Hey, what grade did you get, an A, B, C, D?” And we do so many different things that there just isn’t this one data point that you can look at and judge the success of what we’re doing. What we want to do is help our clients understand how we’re doing along all relevant metrics, where we can track the data appropriately.

LLM: So far, you’ve served as the de facto leader on the technological side of things for LLM. What are some of the things you’ve learned along the way?

CL: One of the big eye-openers at the beginning was marketing automation. That was one of the first things we rolled out that was new and different, and we took that really seriously right out of the gate.

That’s a big change for most law firms — certainly most small to mid-sized firms still aren’t using marketing automation. And it’s just been huge for some of our clients to be able to craft messaging at various points in the consumer journey that happen automatically and consistently. And it’s also a matter of looking at your audience and being purposeful about using the information you get [from analytics], and that’s been a learning curve for me.

LLM: What are some of the big successes you’ve seen at LLM — moments that made you say, OK, this plan, this vision is working?

CL: Just our growth in general, first of all. We’ve grown very quickly in a short time. Of course, there are a number of ways to measure growth — do you measure it by revenue, the number of people we have working for us? If it’s the number of people, I think we’ve built an amazing group of people that I love working with, and I feel really good about the way we’ve recruited and brought people in through extended networks and things like that, where we’re very confident right from the beginning about what they bring to the table. And with some of the additional team members we’ve added, our capabilities are skyrocketing.

Our client retention has been excellent, and that’s been very important to me. When we get people in, they generally stay with us, and we’ve had a very good track record with the established firms that have chosen to work with us.

And really, it comes down to client success. We’ve had a number of clients who’ve been able to rank for some pretty significant terms within a very short period of time, and organically. Things like that are what I come back to when I think about our success.

LLM: What are you excited about for the future — both for LLM and for the legal marketing field in general?

CL: I think the next thing on the horizon now is predictive analytics and machine learning, and we’re looking at a few different way to roll those out, and some of those marry up with marketing automation and help us to use that better and more effectively. But I think that’s going to change the landscape in such a huge way. Using predictive analytics and machine learning is going to allow us to hyper-target based on audience segment and on people who are actually in the process of making a decision, which we can determine based on certain patterns of web browsing and things like that. And attorneys right now are just not using this stuff ― even a lot of the big firms aren’t there yet.

Everywhere you look, companies that are implementing this stuff are begging data scientists to come work for them. And how cool is it that we live in a world where, like, this in-demand position includes “scientist” in the name? So I think that’s a huge change, and it might be a little scary for some people, but for me, I love technology, and it’s something I’m really excited about.

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Sowing the Seeds: Grow Your Law Firm’s Business With Marketing Automation

Truly, marketing automation deserves a better name — one that doesn’t evoke robots stamping out taglines like prison license plates.

“Cybernetically-enhanced marketing,” perhaps? How about “marketing . . . smartification”? Well, the quest continues.

Regardless of the opaque terminology, marketing automation is something you need to place on your radar if you’re serious about growing your law firm’s business. Marketing automation platforms can help your firm streamline marketing and customer relations work by delegating repetitive tasks and routine communications to software solutions. They also allow you to foster a personal connection with hundreds or even thousands of prospective clients at once and track the success of your efforts with real-time analytics.

Done right, an investment in marketing automation can seriously boost the efficiency of your lead generation process and create a better return on investment for your marketing budget.

What Is Marketing Automation, Exactly?

Perhaps the single most important thing you need to understand about a marketing automation campaign is that, at the end of the day, its aims are the same as any other advertising or sales process: to take leads from the top of the marketing funnel and escort them through the lead generation and nurturing steps of the buying process, turning them into a sales-ready lead.

The cornerstone of effective marketing automation for most law firms is automated email marketing, which uses the power of email software platforms like SharpSpring to strike up an ongoing relationship with leads using a tailored series of content-rich messages. Email is usually the most direct way for a firm to reach prospective clients with a one-to-one connection, and taking advantage of the impressive advances in email marketing software allows you to build a familiar, trust-based relationship with individual customers as well as a scalable, reliable system for engaging any number of leads at a given time.

Here’s how the email automation process works, at a glance:

  1. Your marketer (that’s us) creates an email campaign that offers engaging content for prospective clients who may be looking for help within your firm’s practice areas.
  2. Driven by social media, search, advertising, or word-of-mouth, a potential client visits your website and fills out a form — perhaps to sign up for an ebook or to get other content they might find helpful — turning them into a lead.
  3. Marketing automation tools track the lead’s browsing data, both retroactively and going forward, to create a picture of their needs and areas of interest.
  4. The lead begins to receive the email campaign at pre-planned intervals, keeping them engaged and aware of your brand as well as establishing your trust and credibility.
  5. As the lead continues to visit your website based on encouragement from the targeted email content, marketing automation tools track additional data about their browsing behavior and continue refining their picture of the lead, then deliver additional customized content based on this data.
  6. The potential client — now a sales-ready lead — contacts your firm.

Marketing automation isn’t limited to email marketing, either. It also allows you to optimize your intake of clients, manage ongoing customer relationships and garner referrals, automate routine communications with existing clients, improve your website and social media presence based on the automation data that you gather over time, and much more.

A Tool Like Any Other

To understand the remarkable upside as well as the potential pitfalls of marketing automation, think about how a contemporary farmer uses technology. Farmers, after all, work to nurture seeds into plants — much like marketers and sales professionals use various steps and techniques to nurture leads into clients.

Rather than applying water, fertilizer, and pesticides by hand, much of today’s agriculture uses sophisticated technologies like robots, GPS, and moisture sensors to automate these routine tasks. This incorporation of new tech isn’t just for large agribusiness operations — small-scale and organic farms often have an even greater need for them, as the New York Times noted in a 2014 piece on advances in agricultural automation.

At their best, these touches of technology don’t take the soul out of agriculture — they make it more efficient and robust, allowing farmers to focus on higher-level concerns like inspecting crops and addressing potential problems, calculating crop yields, and improving overall business strategies. Best of all, they lead to higher quality, more sustainable foodstuffs that consumers can afford.

Marketing automation can work much the same way for growing businesses and their products, and it’s for this reason that it’s quickly become one of the most powerful and attention-grabbing innovations in the digital marketing world. Even though you may not have heard the term before reading this article, most brands you interact with on a regular basis probably employ some form of marketing automation. Consider these recent statistics:

  • On average, 49 percent of companies currently use some form of marketing automation.
  • 84 percent of top-performing companies between 2012 and 2015 said they use or plan to start using marketing automation.
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.

Of course, without strategy, judgment, and ethics, the mechanization of tasks in any field can easily run amok. Almost everyone has seen the disturbing images from enormous industrial farming operations — sick and dejected cows standing ankle-deep in waste beneath belching smokestacks, rivers of pollution swirling off in every direction. Unless it’s driven by quality content and judicious use of analytics, marketing automation can turn into the advertising equivalent of the same scene: email inboxes brimming with spam, disengaged consumers being hounded at every turn by cut-rate content they don’t want.

Thankfully, marketing automation, when applied properly, doesn’t have to look anything like this as long as you remember that it has limitations like any other tool. It won’t engage your prospective or existing clients without thoughtful content to back it up, and it won’t return value for your firm or your clients without strategy, commitment, and proper use of analytics by a knowledgeable marking team.

For a more in-depth explanation of how marketing automation works and the formidable array of automation tools that LaFleur Marketing can leverage to grow your business, check out our marketing automation services page.

LaFleur: Your Experts in Marketing Automation

Are you ready to grow your firm’s business using the power of today’s best marketing software? At LaFleur Legal Marketing, our marketing automation tools can open up a whole new world of lead generation and client engagement, harnessing the power of analytics to give your customers the experience they’re looking for.

Please contact us today by calling (888) 222-1512 or by completing the brief form on this page to learn more about us and how we can help your firm grow in a scalable, sustainable fashion.

References

Hanington, J. (2014, January 13). 20 incredible marketing automation stats. SalesForce Blog. Retrieved from https://www.salesforce.com/blog/2014/01/20-marketing-automation-stats.html

Revkin, A.C. (2014, December 4). On smaller farms, including organic farms, technology and tradition meet. The New York Times. Retrieved from http://dotearth.blogs.nytimes.com/2014/12/04/on-smaller-farms-including-organic-farms-technology-and-tradition-meet/?_r=0

van Rijn, J. (2016, August). The ultimate marketing automation statistics overview. Emailmonday. Retrieved from http://www.emailmonday.com/marketing-automation-statistics-overview

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A Horse to Water: Evaluating Your Firm’s Lead Generation Strategy

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Digital Marketing’s Role in Potential Client Decision-Making