Legal Marketing News

The Importance of CRM in Today’s Law Firm

picWhat Every Attorney Needs to Know About CRM and How to Improve Your Customer’s Experience

Any marketing guru will tell you the importance of Customer Relationship Management (CRM).  In the past, CRM fell into the proverbial alphabet soup of the never-ending digital marketing acronyms for attorneys.  Today, the legal industry has wholeheartedly embraced the importance of CRM and how it can affect customer relations.  Law Firms across the country have adopted technology to help improve customer service, track crucial data and see a larger ROI.


What is CRM and Why does it Matter?

CRM is a management system to help a company interact with current and potential new clients.  A CRM compiles information from customers and helps establish and retain communication, encourage better client relationships and improve customer service.  The data collected in your CRM can help you better connect with your customers.  You can use the database to send out email marketing efforts, touch base with past clients, and built loyalty.

One of the most essential features of CRM is the effect it can have on your overall lead retention.  Collecting and tracking all of your lead information can significantly impact your bottom line.  If you aren’t capturing all of your leads, you are inevitably missing opportunities.  Using a CRM to manage all of your leads allows your database of prospects to grow and makes it easier to market.  The more you know about where your leads are coming from and which ones are retaining, the more precise your marketing efforts can be.


Using CRM to Achieve Your Acquisition Strategy

CRM is one of the most efficient ways to help you with client acquisition.  A comprehensive database of information on both potential and current clients can tell you things like how they found your firm and their online behavior.  You can use this information to communicate with potential clients at the right time in the right way.  CRM will help you convert potential new clients into paying customers.  The more you know about your market, the better you can market to them and their needs.  Understanding what your ideal client is looking for will help you cater to their specific needs.  CRM collects the data necessary for you to understand your target audience.  It also makes communicating with both potential new clients and current clients quick and efficient.


CRM and the Customer Experience

Today’s consumer has many different expectations than the consumer of a decade ago.  Today’s consumer wants instant gratification and wants to share an experience with the company they do business with.  Customer experience is critical to success.  CRM helps you to understand what your customer wants and how to serve them best.  CRM puts the customer first.  With CRM you can develop a customer-centric marketing strategy.  Consumer data allows you to tailor your communication to your client’s specific needs.  The more data that you have, the better you can serve your client.   Law firms should strive to collect data from current clients and leads at every point of contact or touchpoint.  Identifying which customer touchpoints are successful can be difficult but the more you know about your customer, the easier it will be.


What’s next for Law Firm’s and CRM

Traditionally, the legal industry has been slow to adopt new technology.  To the credit of many legal marketing departments and savvy attorneys, CRM seems to have bucked the trend.  Law Firms have adopted CRM more quickly than expected.  Now it’s time to invest in the future.   Artificial Intelligence and machine-learning are the next frontiers.  We have already started to see these advances in technology implemented in firms from coast to coast.  New technology can predict the behavior of customers and target communications based on those predictions.  The possibilities are endless for what this kind of technology can do for law firms and industries across the spectrum.


If you would like to learn more about CRM and why it is crucial for your law firm contact Amicus Media Group today.  We strive to bring firms quality cases at less risk.  We can help you understand your clients and market in a specific, cost-effective manner that brings you a more significant ROI.  Contact us today at (888) 700-1088 for a free consultation with one of our acquisition specialists.



This article does not contain legal or financial advice.  Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.


Denver, CO: AAJ 2018 Annual Convention Attendance

picIn just a few short days, Denver will host one of the largest conferences for trial lawyers in the nation.  The AAJ 2018 Annual Convention will take place from July 7 – 10 at the Colorado Convention Center in Denver, Colorado.  The conference features over 200 events including advocacy section breakouts, litigation group CLE programs and committee meetings.


If you are new to the American Association of Justice or experiencing this conference for the first time, be prepared for four days of networking opportunities.  You can get up close and personal with experts, industry leaders and speakers who willing share their wealth of knowledge.  The schedule is jam-packed with something for everyone from Asbestos to Zofran.


Join Amicus Media Group and Amicus Capital Group’s CEO Bill Tilley as well as Melissa Repking and Daniel Rodriguez at this year’s AAJ Annual Convention. Visit Booth #3 and learn more about increasing your law firm’s profitability.  We are a legal media agency dedicated to law firm growth and case acquisition with less risk.  We look forward to seeing you at the conference.

Connecting to Your Audience with Transformational Advertising

pic2How Emotional Appeals are Evolving Legal Marketing Strategies

It should not surprise anyone that emotional appeals to consumers are the latest trend in advertising.  We have seen a considerable shift in how companies connect with viewers.  Consumers want to know the why behind a company, not just information about the product or service.  Advertisements that center around a particular product or service are quickly being faded out in favor of transformational advertising that appeals to a consumer’s feelings or mood.

What is Transformational Advertising?

The American Marketing Association defines transformational advertising as that which “associates product usage with certain feelings, images or meanings that then transform the experience of using the product.”  This type of advertising is often compared with informational advertising or that which “presents factual, usually verifiable, information about the product or product usage.  Transformational advertising looks to offer an experience to the consumer.  This form of advertising is less concentrated on the particular service or product but instead on the overall feeling that the consumer will get when they invest in the company.

Johnson & Johnson uses an emotional appeal to their viewers that is less based on the features of their actual product but more on how consumer’s feel when they use the product.  Other approaches by major corporations include Uber, Facebook and Wells Fargo who have all tried to refocus on the actual brand instead of the individual product or service in light of recent negative press.  Honda’s “Random Acts of Helpfulness” tv and radio commercials are extremely successful at selling an experience that investing in the brand will give you without ever even mentioning the actual product. Industries across the board have used transformational messaging in advertising to develop brand loyalty and deliver the idea of a whole “lifestyle” to their consumer.  Companies have become more experienced focus.  Advertising transcends beyond an individual product and instead shows how that product or service will enhance a particular outcome or experience for the consumer.


How to Build a Successful Transformational Legal Ad

Legal marketing is mainly geared toward transformational advertising.  We are a service industry focused on helping those in need.  Unfortunately, most legal advertising does very little to connect with consumers.  Building a successful transformational legal ad begins with creating an experience.  The focus of the ad should be less on selling the legal service and more on how your practice can help your target audience live a better life.  According to a paper written by Christopher Puto, Duke University and William D. Wells or Needham, Harper and Steers Advertising, Inc. and published by the Association for Consumer Research a transformational advertisement will “make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.”

The idea is to sell without selling.  You want to create feelings, thoughts, beliefs, emotions, and images that a consumer connects with your brand.  The best examples of transformational advertising are done by companies that are admired.  Start with the principle that “truth builds trust” and stand behind your commitment to the customer.  Be a positive force in the legal industry and use that in your branding to showcase who you are and what you stand for.

Learn More about Transformational Advertising for the Legal Industry

If you are interested in growing your firm, contact Amicus Media Group today for more information.  We have case specialists available to take your call at (888) 700-1088.  Our team of dedicated media managers will help you understand the keys to successful branding and how to build transformational advertisements that genuinely speak to your target audience.  Contact us today for more information about Transforming the Business of Law.

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.