Depending on the type of law that the firm is practicing, developing relevant marketing messaging is essential. Consider what is likely to draw in new clients — if it’s free information or a free consultation, SMS can be an effective, affordable way to acquire new clients. Wherever the law firm is already marketing its service, include a call to action with an SMS Keyword, like “Text MEDICAL to 858585 to get a free malpractice case assessment.” Each new prospective client that comes through that acquisition channel can then be nurtured through a series of automated SMS marketing campaigns.