For law firms that have realised the power of progressive marketing tactics for securing new business, it can be easy to forget the personal touch.

With the increasing popularity of automation tools and artificial intelligence, it’s hard to deny that consistent client contact is attractive, especially when it comes pain-free – without the usual time or energy associated with building relationships.

But unfortunately, there comes a point when someone has to pay the piper…

If your business relies too heavily on automation you could be sacrificing the engagement of your prospects. If they’re disinterested with the one-size-fits-all content you’re publishing, you’ve a greater chance of losing them to the call of your more superior competition.

At Propero we advocate the use of advancing technologies, leveraging the newest marketing tools and not depending on referrals alone to supplement your business, but there is a line to be drawn.

Yes, reaching out to your list regularly with the newest industry developments will help to keep your services front of mind.

Yes, sharing useful advice and opinions through blog posts and downloadable guides will help you to stand out as an expert and thought leader.

Yes, keeping your website up-to-date and user friendly will help to position your business as professional and approachable.

But with the latest automation capabilities available – triggering personalised follow-up emails automatically, self-publishing scheduled blog posts, receiving alerts to send direct mail shots etc. – you need to be careful that the person you’re communicating with on the other side is actually receiving a tailored experience.

It all comes down to managing and taking a greater interest in your client relationships – mixing automation with real time contact, whether that means penning an email outside of a regular follow-up sequence, or picking up the phone. How each client interacts with your business, what they’ve shown interest in or responded to will inform the subject of your interaction and your approach. For instance if a contact responds to emails more, then email if their preferred form of communication etc.

Using a client’s profile and characteristics you can begin to segment your list into groups depended on their level of need, the services they’re enquiring about, the circumstances of their case etc. With these groupings you can then customise your automation, ensuring that the contact they receive feels natural and individual to them.

So rather than using automation alone to combat the disconnect, be aware of the level of engagement your clients need and the information they should be receiving. Then customise the automated follow-up they receive and punctuate that communication with real one-on-one outreach. Paying attention to the needs of your list helps you to build greater relationships and close more prospects into paying clients.

As a marketing firm that specialises in the promotion of professional services, we know how to make automation work for your business. With a balanced and segmented approach you can continue to reap the benefit of hands-off contact while speaking to your audience in their own language.

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