Legal Marketing Tip: How to Ensure No Prospect is Left Behind

Recently we talked about 4 free ways to “put more butts in seats” and increase registrations to your live speaking events.

Yet when it comes to effective, education-based legal marketing, getting more leads is only half the battle. The second and arguably most important step, in making the most of your speaking engagements is to automate the follow-up process to ensure no prospect is left behind and everyone receives consistent communication from you and your firm.

You may have heard the saying, “the money is in the follow-up,” and when it comes to legal marketing, I promise this is true. So with that said, here are four easy steps you can take after each live speaking event to ensure each prospect is still receiving regular “touches” from your firm:

1. After the event, compare the initial registration list to the names of those who were in attendance.

2. From there, break those names down into three categories:  those who took your offer at the event, those who were in attendance but didn’t take your offer and those who registered but didn’t attend–then create appropriate follow up sequences. The follow up sequence should include multiple touches in various ways (email, phone, snail mail) for the best results.

3. If the free gift you offered requires fulfillment, be sure to distribute your materials promptly while you are still fresh in the prospect’s mind, or outsource this to a company that will make sure that happens.

4. Add all new leads to your house list and maintain consistent, friendly communication with them via both email and direct mail.

As you can see, the hardest part of this maximization effort is automating the follow-up process so you can contact your prospects long after the event has taken place.

Infusion is my personal automation software of choice because it allows for segmented lists and very specific follow-up campaigns designed to motivate prospects and get them to say YES to your services.

But don’t let not having a good email marketing/ contact management system stop you from getting started with this!  Either bite the bullet and make the investment into one (which is money VERY well spent), or use an excel spreadsheet or some good ole’ fashion tickler systems.  Either way–just get started communicating with your leads from speaking engagements in the New Year.