Reliably tracking your law firm's leads is one of the most critical components of bringing in new business and keeping your firm successful. But what happens when these leads jump from one channel to another? Your potential clients' journeys are likely going to span across multiple channels, so your touchpoints for them must be coordinated to where they are going. This ensures your leads move smoothly through the sales funnel and convert into clients.
In this post, we'll cover some of the ways you can track your legal leads as they move across marketing channels: for a more in-depth experience, consider downloading our eBook: "Tracking Legal Leads Across Channels."
Customer Relationship Management Software
Customer Relationship Management (CRM) software is a necessary tracking tool where you can push all of the information you gain from external sources. This tool is a repository for all client data that will assist you in converting leads to clients. You can customize your CRM to capture any type of information you find necessary, such as name, phone number, or even where the lead is on the buyer's journey.
When you push data from the various sources you have, you can either enter the information manually or with automation using a service like Zapier or If This Then That (IFTTT). You can also use tracking pixels, UTM codes, or cross-domain tracking.
Your customers are likely going to hear about your services from any number of channels available to use. Below are some of the more popular ones, depending on the outreach strategy you employ:
Radio is a great way to reach your audience, no matter which stage of the buyer's journey they may find themselves in. Whether they're listening at home or in the car, radio reaches many people on a weekly basis with a higher reach than TV. It's particularly useful for audiences that may not be aware of the legal services you can offer. Radio is a powerfully disruptive force that can appeal to your clients when they're otherwise unoccupied during their commute or at work.
Social media is another great channel to use when tracking your leads. It's versatile and popular — it's so ever-present in our society that whatever stage of the buyer's journey your potential client is currently in, they're bound to use some sort of social media. Social media is also inexpensive with flexible advertising programs that allow you to choose your demographics with near-instantaneous feedback on any social content you put out. It's also never been easier to monitor the traffic flowing from your social networks to your website with tracking pixels.
One of the most reliable digital outreach channels you can use is email. You can direct your audience from multiple channels to sign up for your email list, which will become one of the most useful tools in your lead conversion toolbox. Setting up an email list that allows you to access your future clients' inbox is invaluable for converting leads. You can capture their email addresses from one of many platforms, pushing that list to your CRM for further follow-up. Additionally, most CRM softwares have the ability to track when someone clicks a specific link within an email you sent, allowing you to monitor who's visiting your website via your regularly distributed emails.
You should view your website as the coordination center for all your digital outreach. All of your online channels should point toward your website. It can offer your leads the basic information they need to understand what you can offer them and how they can reach you. This is why it's important to know who's viewing your website and from where they're coming.
You'll want to have an email form on your website to build your email list as well as links to your social media. With tools such as Zapier or IFTTT, you can push these sign-ups directly to your CRM. This seamlessly integrates your sign-up process, ensuring you capture all leads who want to become aware of your legal services.
How Do You Track Leads Across Channels?
The last thing you want is for your various tracking tools and marketing channels to become silos, separated from each other. Ideally, your tools should all speak to one another. By integrating everything together, you can ensure you are digitally tracking your potential clients' journeys across all of your various platforms. At the same time, you'll gain insight into valuable data on which of your platforms are the most popular.
Before you can track your users across channels, however, you have a tactical plan in place and an intimate understanding of the tools you can use for tracking. To learn how to track leads across websites or from search engine marketing/search engine optimization, please download our eBook: “Tracking Legal Leads Across Channels.”