The Death of the Phone Call
If your firm's entire follow-up strategy consists of calling a lead three times and then giving up, you are leaving massive amounts of money on the table.
People don't answer their phones anymore. With the rise of spam calls and "Scam Likely" caller IDs, connection rates for outbound calls have plummeted. You need a multi-channel approach.
What is Omnichannel Follow-Up?
Omnichannel follow-up means engaging the prospect across multiple platforms simultaneously, creating a cohesive experience that makes it impossible for them to ignore you.
A modern follow-up sequence should include:
- Phone Calls: Still important, but not the only tool.
- SMS / Text Messaging: Boasts a 98% open rate. This is the most effective way to reach a modern consumer.
- Email: Good for longer-form information and sending digital retainers.
- Ringless Voicemail: Drops a pre-recorded message directly into their voicemail box without ringing the phone.
The Perfect 7-Day Sequence
Here is an example of an aggressive, effective follow-up sequence for a high-value personal injury lead:
- Day 1 (Immediate): Automated SMS + Email + Outbound Call.
- Day 1 (4 hours later): Second Outbound Call + Follow-up SMS.
- Day 2: Ringless Voicemail + Email ("Did you still need help?").
- Day 3: SMS ("Are you available for a quick chat today?") + Outbound Call.
- Day 5: Email (Case study or firm results) + SMS.
- Day 7: Final Attempt SMS + Email ("Closing your file").
Automation is Key
You cannot rely on humans to manually execute a complex, 7-day omnichannel sequence for every single lead. It requires a CRM and marketing automation platform to ensure every touchpoint happens flawlessly, at the exact right time.
By mastering omnichannel follow-up, you will dramatically increase your contact rates and sign more cases from the leads you are already generating.