In this episode of the “Scales of Success” podcast, Sam Mollaei (founder of four law firms) stopped by to talk about client acquisition, lead generation and automation for law firms.
Sam shares his journey of scaling his firms to attract around 900 clients monthly through social media, Facebook Ads and total law firm automation.
Sam Mollaei’s Journey: From Novice to Expert
The Beginning
Sam Mollaei’s entrepreneurial journey began over a decade ago when he launched his first law firm. Without a mentor, he turned to online resources like YouTube and Amazon to educate himself on client generation.
His initial focus was on search engine optimization (SEO), which eventually expanded to include content marketing, sales funnels, and various forms of paid advertising, including Google Ads, Facebook Ads, TikTok Ads, and YouTube Ads.
Scaling Up
Over the past few years, Sam has honed in on social media advertising and automation, leading to impressive growth—his firms now attract around 900 clients a month, translating to about 40 clients daily. This success is a testament to his innovative approach and relentless pursuit of effective marketing strategies.
Key Marketing Strategies
Social Media Ads
When Ryan asks Sam about the specific strategies he employs to generate leads, Sam emphasizes the importance of social media ads, which account for 80-90% of their marketing efforts. Social media platforms offer a vast audience and the ability to target specific demographics, making them an invaluable tool for client acquisition.
Building Long-Term Assets
Sam also highlights the significance of building long-term assets, such as YouTube channels and SEO-optimized websites, to complement immediate lead generation efforts. This dual approach allows for both quick results and sustainable growth.
Comprehensive Acquisition Framework
In his coaching program, My Legal Academy, Sam teaches a comprehensive acquisition framework. This framework begins with traffic generation through social media ads, followed by setting up customer relationship management (CRM) systems to track leads and automate follow-ups. Many law firms lack the necessary infrastructure to manage leads effectively, which is a critical component of successful client acquisition.
The Role of Legal CRMs and Automation
Importance of a Solid Intake Process
Ryan expresses a common challenge faced by law firms: the lack of a solid intake process. He shares that many firms struggle with tracking leads and often blame marketing for poor results. To address this, Ryan’s agency has shifted its focus to include intake coaching and process reviews before signing new clients. This ensures that the foundation is in place to handle the influx of leads generated by marketing efforts.
Robust CRM Systems
Sam agrees and elaborates on the importance of having a robust CRM system. His team primarily uses a white-labeled version of Go High Level, which allows them to create workflows tailored for law firms. This system helps automate lead follow-ups and client interactions, streamlining the entire process.
Social Media Advertising Challenges
Content Creation
As the conversation shifts to social media advertising, Ryan raises concerns about the challenges of getting lawyers to create the necessary content for effective campaigns. He notes that while search marketing can be more straightforward, social media requires engaging content to capture attention.
Leveraging Creative Talent
Sam shares his experience of tackling this issue by hiring content creators who can produce videos addressing pain points and providing calls to action, rather than relying solely on lawyers to create content. The key to successful social media campaigns is not just the lawyer’s involvement but also leveraging creative talent to produce compelling content. This approach allows law firms to scale their marketing efforts without overburdening the lawyers themselves.
Law Firm Funnel Strategies
The Legal VSL (Video Sales Letter) Funnel
Ryan introduces the concept of funnels, particularly the video sales letter (VSL) funnel, which has proven effective for his agency. They use targeted ads to drive traffic to a landing page that addresses specific pain points, ultimately leading to a call to action for potential clients.
Direct Response Marketing
Sam acknowledges that while direct response marketing is the primary strategy for many law firms, certain practice areas, such as estate planning and tax law, may require more educational content to create urgency.
Cost Per Lead and Qualification
Understanding Lead Costs
The discussion then turns to the cost per lead from different advertising sources. Ryan shares his experience of significantly lower lead costs from social media compared to search marketing, but he also notes the challenge of qualifying those leads.
Dedicated Intake Specialists
Sam agrees that tracking the source of leads and understanding the cost per qualified lead is crucial for determining where to invest marketing dollars. He emphasizes the importance of having dedicated intake specialists who can effectively qualify leads, often finding success with virtual assistants from countries with favorable labor rates.
Outsourcing and Team Dynamics
Benefits of Outsourcing
As the conversation progresses, Ryan and Sam discuss the benefits of outsourcing talent from other countries. Sam shares his experiences with virtual assistants, noting that while some law firms may have reservations about outsourcing, those who embrace it often see significant benefits.
Success Stories
Sam recounts a success story where a top intake manager was promoted to manage operations, demonstrating that skilled virtual team members can effectively contribute to a law firm’s success. Ryan echoes this sentiment, highlighting the advantages of a borderless workforce.
Final Notes
We hope you’ll find out discussion one that serves as a guide for legal professionals looking to enhance their marketing efforts and ultimately improve client acquisition as we’re highlighting the importance of automation, effective intake processes, and creative content in driving growth for law firms in today’s competitive landscape.
For more information about Sam and his work, readers are encouraged to visit My Legal Academy where they’ll find the resources available for legal professionals seeking to enhance their marketing strategies.
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