LMAtech2013: Using Infusionsoft to Grow a Legal Practice
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LMAtech2013: Using Infusionsoft to Grow a Legal Practice



Eric L. Toscano, Esq., Founder & Principal, Toscano Law ...

Eric L. Toscano, Esq., Founder & Principal, Toscano Law

Thinking of hiring someone to handle your law office’s marketing and client relations? Try Infusionsoft first! Use this powerful sales and marketing automation software to automate communications with clients and potential clients, create automated email “drip” campaigns based on practice area, attract potential clients with free reports, and streamline routine tasks. Taking full advantage of Infusionsoft’s powerful tools will save time, increase revenues, and improve client relations.



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    LMAtech2013: Using Infusionsoft to Grow a Legal Practice LMAtech2013: Using Infusionsoft to Grow a Legal Practice Presentation Transcript

    • Using Infusionsoft to Grow a Legal Practice ® By Eric L. Toscano © 2013 Eric L. Toscano.
    • My Background  Opened law office, Toscano Law, in November 2012.   Have experimented with various marketing strategies and client intake procedures. Launching limited liability partnership in January 2014. Plaintiff’s litigation.  Practice areas:  Landlord-tenant law (tenants),  Personal injury law (individuals),  Employment law (employees), and  Business law.   Target audience: individuals.
    • Disclaimer Recently completed Infusionsoft® training.  Implementing Infusionsoft® for January 2014 launch of limited liability partnership.  Not affiliated with Infusionsoft®. 
    • Potential Client Life Cycle at Typical Small Law Firm  Potential Client (PC) contacts firm.     Firm assesses PC information to determine whether PC is good fit for firm.    Basic information captured. Data (re-)entered into database or Excel spreadsheet. Emails generated from web-based contact forms may be kept in individual folder. If not good fit, refer PC to another attorney or lawyer referral service. If good fit, typically invite PC into office for consultation. Pre-Consultation:   Firm may follow up with PC re what to bring to consultation, any other instructions. Firm may also send PC additional day-of reminder.
    • Potential Client Life Cycle at Typical Small Law Firm (cont.)  Post-Consultation Firm may send thank you, fee agreement.  Firm may follow up once or twice.  Firm may add PC to newsletter or mailing list.   Then what? If PC doesn’t sign fee agreement, contact typically ceases.  Quarterly newsletter?  Holiday card? 
    • Challenges Law Firms Face with PCs Following up with PCs who do not sign fee agreements.  Following up with clients after matter concludes.  Collecting data on PCs:  Referral sources (e.g., social media, other attorneys, Google search).  Monthly website traffic.  Conversion rate (e.g., website visitors to PC, PC to client).   These data allow firms to make smarter decisions about marketing expenditures and intake procedures.
    • Enter Infusionsoft  ® What is It? Web-based software (“Software as a Service” or “SaaS”) that allows users to manage contacts, streamline/automate marketing, and communicate more efficiently with prospects and customers.  Addresses “seven contacts” issue.  Addresses fact that 65% of consumers choose another vendor because of indifference. (Source: Infusionsoft®.) 
    • Enter Infusionsoft (cont.) ®  How Does It Work? Upload and tag contacts.  Create campaigns.  Online dashboard tracks data, tasks. 
    • Enter Infusionsoft (cont.) ®  How Much Does It Cost?  Plans start at $219.00 per month and include up to 2,500 contacts; 12,500 emails per month; and three users. (Source: http://www.infusionsoft.com/pricing.)
    • Incorporating Infusionsoft Into My Firm ®  Client intake and follow up.  Receptionist/virtual assistant collects PC information upfront.   First automated email. Once PC qualified, receptionist/virtual assistant schedules consultation.  What to bring to consultation. Reminder 24 hours prior to consultation.  Eventually added to newsletter mailing list.    Monthly newsletters.   Thank you/contract following consultation. Qualified leads, PCs, clients, added to newsletter mailing list. Free information for lead generation.   Visitor requesting information added to drip email campaign specific to area of law. Eventually added to newsletter mailing list.
    • Questions?
    • Contact  Eric L. Toscano:   eric@toscano-law.com. Connect with me at http://www.linkedin.com/in/ericltoscano.  LinkedIn contacts will begin receiving firm newsletters in January.