Scott Brown at Accesspoint Media Services on the benefits of linking your PMS and website
When was the last time you stopped and thought seriously about your practice management system (PMS) and what it could do – or needs to do – to improve your firm’s ongoing business intel or efficiency?
Let’s consider a key area of spend within the marketing budget – pay per click. The few firms adopting this marketing approach have very little tangible evidence of what the actual return on investment is. The simple reason behind this is that many firms – not all, I hasten to add – take the time to track inbound leads and their source of acquisition, let alone then measure the volume and ultimate conversion rate once manual intervention in the office happens. Then, of course, there’s the question of how much revenue that lead generated? This can all be autonomously tracked by your PMS.
Next, think about all the leads generated by your website. How much do you know about them and what added value could this information carry? This is another great example of potential missed opportunity. That valuable follow up action can allow you to cross sell your services – it’s easier to sell to a known lead than an uninformed cold call. Wouldn’t you like to know what your audience has engaged with and is interested in? This can all be automated by your PMS as well.
This article was first published in LPM’s December/January issue ‘A tale of 2020’, click here to read the full article.
