Turning Your Leads into Booked Consultations

In this episode, Marc Cerniglia shares how small law firms can transform their follow-up process with simple yet strategic email marketing. From nurturing “not yet” leads to turning cold contacts into warm consultations, Marc breaks down how to use newsletters and drip campaigns to stay top of mind — and make sure no potential client slips through the cracks.

📌 Key Takeaways:

• Why your firm’s biggest missed opportunity might be in follow-up
• How to use email marketing to nurture leads automatically
• The right way to mix personal touch with automated campaigns

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Chapters

• 0:00 The Follow-Up Gap In Small Firms
• 0:29 Redefining What Counts As A Lead
• 1:12 Newsletter As Ongoing Value Engine
• 1:50 Building Automated Drip Sequences
• 2:47 Clear Calls To Action And Next Steps

Transcript

SPEAKER_00: 0:00

If you have a small law firm, you you might be able to relate to this. One of the biggest uh flaws, honestly, that we see in small law firms is issues around lead follow-up. So a lead gets created, whether that's from an ad, somebody finds you online, whatever it might be, you know, what is the process in place? And hopefully you have an intake person, hopefully you have someone whose job it is to communicate with that person, maybe schedule a consultation, confirm a consultation, whatever it is. But um, you know, one of the biggest opportunities that we see from a marketing standpoint is the role that email marketing can play in follow-up with leads, especially because we don't consider leads just to be people that have raised their hand and said, I want a consultation, I need a lawyer today, right? We see leads as anyone who maybe also downloaded a free resource, maybe signed up for a webinar, requested some free information, maybe they're not ready for a consultation today, but what they need to be is nurtured over time until they're ready or to get them ready. And so email marketing can play a really big role in that in the following ways. Number one is to do something like an email newsletter that goes out once a month, once every couple weeks. That way, everyone that comes onto your email list, right, is now receiving a newsletter from your firm, which is usually gonna contain some legal tips and things like that, where you're actually giving value, right? So now not only your hot leads that come in, right? The ones that are looking for a lawyer right now are gonna get that newsletter. And by the way, that does help convert them, right? Um, but also the the maybe the more lukewarm leads, right? The leads that aren't necessarily ready today, the prospects that are on your list are also gonna get that. The other big way is some sort of like email drip campaigns, some sort of series of emails that go out over the first month or two when someone joins your email list. So again, go back to that example I brought up. And listen, we do this for clients. You know, we'll run ads, for example, for some sort of free information, a free resource, something that gives value. And in return, you're gonna get that person's contact information. And it's up to you, going back to what I brought up. If you have an intake person, it's up to you if you maybe have some sort of personal touch where somebody reaches out just to make contact with that person and say, hey, I'm your point of contact at this firm. If you ever need anything, if you are ever ready. If you have those resources in your firm, I would definitely do that. But in terms of email marketing, whether you have that person or not, you want your automated email marketing to do some of this for you. So if someone downloads that free resource, maybe it's not even from an ad. Every single website we create for clients has a free resource download on the homepage. It also has some sort of email newsletter sign up, multiple ways for somebody to request some free information and then join your email list. And when people then do that, now they're also maybe gonna get a series of emails over the first 30 or 60 days. And those emails are gonna maybe be telling people about your firm a little bit, just kind of educating them on what you do. Maybe the next email invites them to an upcoming webinar or event or just gives them some sort of additional resource or value. Another email might invite them to follow your social media accounts and just kind of letting them know some of the ways they can stay in touch and receive more free information. And in all of those emails, or in some of those emails, you're also going to have a call to action. When you're ready, here's how you can schedule a consultation with us, right? So putting some automated email marketing in place to stay in touch with your list, educate them about what you do, and then ask them to take the step you want them to take when they're ready. That's how your email marketing can nurture your leads.

SPEAKER_01: 4:05

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