Legal Guide

Things you need to Know about Law Firm Marketing Automation and Analytics

In the past, all law firms did for marketing was to send emails to potential clients with little follow-up, or to publish a blog once in a while.

Now, law firms are using marketing automation and analytics to grow their clientele. The right personalized messages can help your law firm reach out to your dream clients when they need your assistance.

Law firm marketing automation helps you stay in front of your target audience. It enables you to educate, cultivate and lead clients and prospects. This will result in greater client engagement and greater profits. The result is that you spend less time and money acquiring and keeping clients.

Analytics and Insights

Today, you can track every interaction prospects and clients make with your website. By analyzing those data, you can present to your audience the information in which they are most interested. You need to know these things before you can effectively market to visitors to your website:

  • the sources of their traffic
  • their online activities
  • geographical location
  • which page(s) on your website they landed on
  • how long they stayed
  • which links they clicked
  • what else they do on your site
  • how they contacted you
  • when they did not follow up, where they stopped

Analyzing your data can help you identify key performance indicators like return on investment, cost per lead, and conversion rate. In addition to tracking website visitors, you can also use tracking codes to monitor your advertising, social media, and public relations campaigns across various websites and platforms.

Data can be used to make decisions, such as whether to increase your advertising spend, what messages to send, and where your content needs to be improved.

Marketing Automation Software Saves Time and Increases Effectiveness

Market automation allows you to increase client engagement as well as spend less time and money on acquiring and retaining customers.. Marketing automation can be used in almost limitless ways, but here are four main ways:

  • Email: You send out emails to your customers. In response to an open or unopened email, they receive a different follow-up email. Maybe you should send out a newsletter about changes in three different legal areas. When a user clicks on one, you can send more material on that topic rather than the other two. A user may receive emails that have been written in advance depending on their actions and interests.
  • Social Media: You can schedule social media posts with marketing automation at its most basic level. Setting up dozens or even hundreds of posts at a time is much less time-consuming than doing them one by one. There are even tools that can help you find content. Buffer and Hootsuite are popular social media tools you should consider if you don't already use one.
  • Interactive bots: Responding to emails and information requests doesn't always require a human. Frequently asked questions can be set up so that people can get their answers without talking to anyone. 
  • Retargeting: Retargeting is also known as remarketing. Cookies are used in conjunction with Javascript to show your audience relevant ads and track their movements throughout the Internet. Say, for example, that someone comes to your webpage about patents. When your visitor visits other sites or Facebook, they are shown ads about your patent services due to the cookie you dropped on your site.


Despite today's competitive legal climate, you must understand your clients and automate your best methods of reaching them.

This is according to a Google Legal Services Study and a Google Consumer Survey:

  • Clients visiting a firm's website are
  • 74% likely to make a Contact
  • 96% of people seeking legal advice use the internet

Marketing technology is increasingly being utilized in the legal profession. You need to be in front of your digital-centric clients at the right time with the information they want.

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