CRM is more than a software package. It’s a mindset and a collaborative effort that spans the entire organization…Making CRM work requires a culture that supports it.
– Lars Helgeson, Greenrope founder & CEO, in his recent book, CRM for Dummies
Estate and elder law firms thrive on marketing – few other practice areas rely so heavily on the steady influx of new clients. So if you’re flying blind in your marketing you’re at risk of lost opportunities, squandered budgets, and savvy competitors.
CRM – Contact Relationship Management – helps manage those risks. Your marketing CRM not only gives you fingertip access to your marketing’s vital statistics, it can deliver those reports automatically to your email inbox on a daily, weekly or monthly basis.
You can learn a lot from understanding what people do on your website. With CRM-based web analytics, you can learn about key elements of your marketing strategies and how they’re performing:
- Where your best leads come from
- What your leads and clients care most about
- What strategies and tactics work best to get leads to engage and convert (become new clients)
Two of the most common metrics to track are Unique Visitors and Page Views. The Unique Visitors metric tracks the number of specific individuals who are on your website in a 24-hour period. The Page Views metric shows the total number of individual pages visited by all of your website users. If you have integrated the E2 marketing CRM with your Essential Solution marketing, you’ll also be able to track these metrics by Known Contacts – which simply means you can see WHO is visiting your website, and what pages they visit.
How might you use these metrics?
Let’s take the simple example of a website form submission.
Sally Smith submits a form requesting a consultation. Sally’s information is automatically entered into your CRM and you are notified by email. If you’re using our automated client intake process (CLIP), Sally may have already completed your intake forms and schedule her initial appointment.
As you prepare to meet her, you log into your CRM to learn more about Sally. Clicking into her contact record you see that she was on the NAELA.org website right before she came to yours. That’s interesting because Sally is only 47 years old. Why was she looking into elder law? Is she concerned about an elderly parent? That would be good information to know, right?
Key Insight: You might think about when you last reviewed and updated your profile in the NAELA directory. How old is that photo, anyway? Could you expand a little more about what makes your practice unique … maybe something a bit more inviting than “I focus my practice on the field of elder law” (don’t laugh, this was taken from an actual NAELA member profile!).
What pages did Sally visit while on your website? Oh, she spent about five minutes on the Special Needs page? She watched your Special Needs Video and downloaded your “Planning for a Special Needs family member” ebook? So, maybe it’s not an elderly parent Sally is worried about, but her adult Special Needs child.
When I recently showed these insights to an Essentials client, he was astounded and said, “Well, that would have been good to know! If I’d known that beforehand, I could have been so much better prepared!”
This is just one small example of how a marketing CRM helps you build stronger relationships, give better service to your clients, and boost revenue.
The Summit Day Two: CRM Marketing Insights
Learn more on Day Two of The Summit during my session, CRM Marketing Insights. Your clients are the lifeblood of your firm; you need to reach them, engage them, and retain them—without wasting precious time or money. CRM brings sales, marketing, and operations together to work toward that common goal, and gives you the tools and techniques that make your efforts more effective. An integrated CRM solution helps optimize leads and conduct effective marketing, streamlines processes, introduces automation where possible, and employs analytics so you know what’s working … and what’s not.
During this session, we’ll blow through common limiting beliefs like:
- I don’t need marketing insights.
- I don’t have time to learn a CRM.
- I already know everything about my clients, prospects and referral sources.
Early Registration Discounts Expire Sept. 15