Consumer Bankruptcy Journal Spring 2016 | Page 12

6 STEPS TO IMPROVE CONVERSION may want to, you may intend to, but it rarely happens immediately because of your workload. So what to do? Hire the right people and automate the follow up process!  You simply cannot be consistently good at lead conversion unless you have a system in place  that sends your prospect an immediate message (text or email) responding to their inquiry. Every contingency can be planned for in advance with an automated marketing system. A prospect calls in, a staff member obtains a cell phone number or email address, enters it into the system, and that person is immediately sent an educational email or a video or a series of text messages with links. That information encourages them to set an appointment, educates them further about your firm, includes some testimonials from other clients, offers a free consultation, or whatever else you want to happen next. We put the same process in place for our clients when they get leads from their website, blog, live chat program, and social media posts. An automated marketing system enables you to implement a drip marketing email or text campaign that guides your prospects along the path towards becoming a new client. If they miss their initial appointment, this triggers a series of emails or texts encouraging them to reschedule. If they don’t sign with you after the initial meeting, another series of emails or texts prods them to take that step. All of this can be done with the “click of a button” and without any intervention from busy attorneys and paralegals