Hope to see you at this week’s WealthCounsel Symposium, the annual education gathering for estate planning and elder law professionals. Don’t miss Jennifer Goddard’s Lunch & Learn program at 12:45 p.m. on Wednesday, October 19th when she’ll dig into the one question everyone has about digital marketing: How do you convert web leads into new clients?
Hint: It starts with understanding the key differences between digital leads and traditional referrals.
Referrals from affiliated professionals or clients are known as “warm leads” by sales professionals. These leads are fairly easy to convert into clients (if not, you’re doing it wrong and we should speak!). Your firm benefits from the endorsement of a trusted professional, family member or friend who vouches for your ability to take good care of them. Recommendations are powerful, but limiting your practice to personal recommendations can keep you from reaching your growth goals.
Here’s the thing: it’s easy to read a website, but when someone who doesn’t know you or your firm fills out a contact form, they’ve taken a big leap of faith. This is the start of a process that puts the ball in your court: transforming them from an online lead into a client who knows, likes and trusts you and your firm to do right by them.
Jennifer’s Lunch & Learn presentation at WealthCounsel Symposium will give you the how-to practical information you need to make sure your firm doesn’t lose these prospects. Here’s another tip: the digital lead requires a far greater sense of urgency than you might expect. Once that person fills out a form or, even better, makes a call to your office, you have a very small window of time in which to respond.
If they fill out a form on a Friday and they don’t hear from you in some way before Monday—a phone call, an email or even a text—don’t be surprised if a Monday afternoon phone call reveals that they already have an appointment with another estate planning or elder law firm.
There’s a lot more to learn on this important topic. Join us at 12:45 p.m. on Wednesday, October 19th and don’t forget to stop by the IMS booth to say hello to James and Michael and pick up a copy of our new book, 52 of Our Best Ideas to Market Your Firm Now. We hope to see you there!