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Making a Case for Hiring Out Your Legal Marketing Efforts

We’ve talked before about how a lawyer running a practice has to be a little of everything to everyone. In addition to actually using the skills that you went to law school to learn, you’re likely also overseeing nearly every tiny detail of running your business. When you’re busy juggling employees’ schedules, paying the utility bill for your office space, attending meetings—oh, and actually working with clients—it’s easy to put marketing on the back burner.

But, that’s a dangerous place for it. Your ability to do all of those other things relies on the fact that you have clients in the first place. You need to keep in touch with former clients, give great service to current clients, and reach out to potential clients. And you need to do it all simultaneously. That’s marketing.

Since good marketing builds a solid foundation for your law business, you either need to devote a lot of time to it or hire a marketing company with experience in law. That way, many of the activities that would otherwise fall to you can be taken off your plate. And, let’s be realistic, a lot of the marketing stuff that you “should” be doing, just isn’t getting done anyway. Am I right?

Let’s suppose that you make the argument that you do have the time to do your own marketing. I know a lot of lawyers that really enjoy marketing because they like talking and writing about their services. I love marketing too so I totally understand this! But, you need to be realistic; do you really understand the mechanics of marketing? Can you create your own professional-looking client newsletter using sophisticated design software? Can you use the right meta tags, URLs, and keywords to dominate Google? Do you have time to create brochures, fliers, e-books, white papers and other collateral that is critical to effective lead generation? If your answer is “yes” you probably do not have enough clients!

And, there’s the conundrum – not enough clients because you aren’t doing marketing well and not getting the professional marketing you need because you don’t have enough clients.

This is exactly why we created the Done-For-You program. We provide lawyers all over the country with professional marketing material that gets results at an absolutely rock-bottom price. All of the material is ready to customize, which they can do with minimal time invested. Then, they simply shoot it out of the door. Easy, peasy. 😉

So, how are you managing? Are you trying to juggle the many balls of running your law practice and letting the marketing ball fall helplessly to the ground? There’s really no reason for that. If you haven’t already, check out our Done-For-You program. I promise you that you will feel like a 50-pound weight has come off your shoulders!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Busting your butt and still not getting referrals? Here’s the answer…

Are you frustrated by the number of referrals you are (or are NOT) receiving?

You’ve undoubtedly read lots of articles from business leaders about the importance of getting referrals and you understand that the key to getting them is to provide absolutely top-notch legal services and exceptional customer service.

I’m sure that you’ve heeded all of that advice and every client leaves your office feeling satisfied and happy with your service, but for reasons you can’t quite figure out – they are not referring their family members and friends to you.

In my years of working with lawyers I’ve found the solution to this dilemma hiding behind a very simple question…

Are you asking for referrals?

Simply having the old staple phrase, “The highest compliment we can receive is a referral” on your business card and/or email signature is NOT enough.

In my experience, too many lawyers just assume that their satisfied clients, friends, family members and colleagues will refer clients to them. You know what happens when you assume…

The key to getting referrals is to have a system in place and effective methods for asking for referrals. This system can take many forms. Here are a few ideas specifically for lawyers in the estate planning field:

  • Send a card or gift to clients 30 days after the completion of an estate plan or probate work. In the note, thank the client for their business and mention that you would appreciate referrals to their family and friends.
  • When hosting an event, send the details to your referral partners in advance, along with pre-written copy that they can paste into an email and pass along to their contacts. Ask them to share and make it easy for them to do so.
  • Encourage clients to have “critical conversations” with their family and friends to discover their wishes and find out what planning they may have in place. Offer discounts or complimentary planning sessions if they discover their loved one is unprepared for a crisis.

It’s upon this third example that we built this month’s Done-for-You marketing campaign for lawyers struggling to mine high-quality prospects already connected to their database!

In the campaign we provide you with effective resources to help educate your existing clients on starting these difficult conversations with their friends and family. Not only will you be doing your clients a huge favor by helping them bring up a touchy, but very important, topic, but you will also be asking them for referrals. It’s a win-win for both sides!

The moral to this story is that you need to complete the circle when it comes to getting referrals. You’ve done the front-end work by providing great service. Now all you need to do is ask for them!

P.S. Our referral-boosting campaign that comes with this month’s Done-for-You (DFY) package can be used for all of your past clients and all of your future clients. If you would like to get your hands on it, you’ll need to join our program. You’ll find the details about the DFY program here.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Blogging to Grow Your Law Practice

There’s no doubt that the Internet has changed the way that most businesses work, especially when it comes to garnering new clients.  There are plenty of reasons for that, but web sites and search engines certainly play a huge role.  One of the most powerful tools on your web site is the blog feature.  (You do have a blog feature, don’t you?)

Blogs are an excellent marketing resource for several reasons, and if you’re not blogging yet, then it’s time to get started.  Just a few of the reasons you NEED to start blogging include:

  • Authority
  • Relationship
  • SEO

Authority
Just by virtue of being an attorney, you already have a significant amount of authority when it comes to matters of law.  It’s understood that you have extensive education and understanding in areas that most lay people do not.  But, what sets you apart from all of the other lawyers in your field?

Blogging about your topic gives readers the reassurance that you know what you’re talking about.  When they see your words on the screen, offering them information they truly need, they recognize you as being an expert.  When it comes time to hire an attorney, they’re going to remember you over the lawyer whose static web site does little more than offer some pretty pictures and a contact form.

Relationship
Blogging is a form of social media, and “social” means building relationships.  When people read your blog, they begin to feel like they have a relationship with you.  In addition, many blogs allow for readers to leave comments, questions, and feedback.  When you respond to a comment left on your blog, you are doing more than simply answering a question.  You are showing the reader you are responsive and  you care about their needs.  Simply put, you are building a relationship which creates a great starting point for further engagement with your readers.

SEO
SEO, or “search engine optimization” refers to using proper methods to help search engines like Google, Yahoo and Bing to notice your site and to rank it as relevant to search terms input by users.  Blogging is great for SEO!  For one thing, the search engines notice that your content is updated often, which is a good sign to them that you’re engaged and active.  Additionally, you can use “keywords” in your content.  By dropping in terms that you feel others might be using when looking for your type of information, you can show the search engines exactly why you are relevant to certain topics.

There are other good reasons to consider blogging, but these three alone are enough to get you more business.  If you don’t have time to blog on your own, it’s possible to hire “ghost bloggers” to cover topics which fit your practice and give you all of these benefits.  We are happy to give you recommendations to companies we love, or if you are an estate planning lawyer, check out our Done-For-You program where we take care of this for you.  Either way, commit to blogging in 2013. As much as it can feel like a chore, the benefits are well worth the effort!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

How Facebook’s New Search Engine Affects Google, SEO and YOUR Law Firm

The big news in the tech world today is Facebook’s unveiling of a new, “smarter” search engine known as “Graph Search”.

This tool would seek to effectively rival Google, as users will receive more personalized results based on the interactions of people already in their social circles.  Here’s a great description of how it works from Mashable:

The search improvements involve the ability to ask questions in regular English, such as “which of my friends live in New York?” The search is now intelligent enough to rank your friends based on how much interaction you’ve had — so that closer friends will appear higher up the results list.

It can also search based on stories or photos you’ve Liked. One example Zuckerberg offered: the site can now display which of his friends have Liked the HBO show Game of Thrones. You can search for people who Like multiple products or services, which seems likely to be a bonanza for marketers.

And for those search queries that can not simply be answered by looking at the recommendations and “likes” of close family and friends, the graph search will default to a web-based search powered by none other than Google’s rival, Bing.

SO the big question in all of this is what do these changes mean for your law firm, SEO plan and current social media strategies?

Graph search was not intended to replace Google as a “traditional search engine” for web based results, but there is a very good chance that this “social” search engine will cut into a decent chunk of Google’s pie.  As we’ve seen with the integration online reviews and the popularity of sites such as Yelp, people are interested to hear honest feedback about local businesses from neighbors and friends before they make a buying decision.

As far as SEO, the writing has been on the wall for years now that social media would one day have a greater impact on SEO and search results.  Social sharing is already a factor that affects Google’s algorithm, and with Graph Search on the horizon, users may no longer have to turn to Google at all to find a local professional.  Again, from Mashable:

Facebook’s Graph Search isn’t just for looking up your old buddies and potential new friends, it’s also designed for Business Pages.

The company gave the example of a search for “sushi restaurants that my friends have been to in Los Angeles” and “TV shows my friends like.” Though these are largely organic results rather than paid ads (“There are no new ad formats available today,” Facebook noted on its marketer-friendly Facebook Studio blog), Sponsored Stories will show up in searches as will Sponsored Results.

Overall rankings will be based on top search suggestions including people, Pages, apps, places, groups and suggested searches. The results are also based on data shared by a business and connections of the person searching. In the blog post, Facebook urged business owners to “Continue to invest in your Page” by making sure it’s up-to-date. That means updating addresses to show up in local searches and cultivate “the right fans.”

http://mashable.com/2013/01/15/facebooks-graph-search-businesses/

Essentially, if you have been late to the social media marketing game for your law firm, now is a really smart time to jump in and get ahead of the curve (…and ahead of your competition!).   If people are going to be searching for legal services based on the recommendations of those in their network, you want to do everything in your power to get “liked” and show up on that list!

Here are a few action steps to ensure that happens:

  • If you haven’t done so already, set up a Facebook business page and claim your vanity URL.
  • Spend the money on a graphic designer to create a cover image that is professional and reflective of your practice.
  • Take the time to fill in all relevant details about your firm, including your current address and all contact information (this will be important for geotargeting reasons).
  • Use various Facebook apps to spotlight your events, opt-ins and free reports.
  • Start promoting your page by sending an invitation out to your Facebook friends.
  • Commit to updating your page daily.  Post helpful articles, videos, tips and more on legal topics and current events.
  • Interact and engage with people who comment on your links. Encourage shares and likes in a tasteful way.
  • Consider running targeted ads and sponsored stories aimed at prospects in your own backyard in order to increase your page “likes”, get new opt-ins for your free reports, generate referrals and more.

If you need help with this, our team at Legal Marketing Maven is available to get you up and running with an amazing Facebook fan page before these changes take place.

Our Fan Page set up for attorneys in any practice area is a one-time fee of $250, which includes a professionally designed cover image reflective of your branding and the values of your firm.   Prices on Facebook ad management and fan base growth vary depending on the length of the duration and campaign, so just “email us” to inquire of those services.

And of course, don’t forget to check with your local bar regarding any ethics rules that pertain to social media marketing—ESPECIALLY if you are going to have staff members contributing to, or updating your page!

I’m interested to see how this plays out.  Millions of people are already on Facebook, so I can see this new search engine being something that sticks.  Regardless, you still need to be there.  Follow the tips I outlined above and get started this week!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

5 great resources for a profitable 2013

We all make resolutions to be more profitable and bring in more business
in the New Year, but the real question is…

What specifically are you doing to ensure your goals become a reality
in 2013?

  • How will you command the attention of better quality prospects
    each month?
  • How will you increase your referrals from local professionals?
  • How will you pull together live seminars that fill your pipeline to
    capacity     for 2-3 months at a time?
  • How will you land FREE publicity in your local papers and on TV?

-and-

  • When will you find the time to focus on your marketing and create
    the materials necessary to make 2013 your best year in practice yet?

If you keep doing the same things you’ve always done, you’re likely to get
the exact same results. Einstein called that insanity, right? I happen to
agree.

Instead, why not start off 2013 with some NEW tools in your arsenal?
I’m talking about tools designed to get the job done right, with a proven
track record of RESULTS (i.e. new quality clients, 1st page SEO rankings,
publicity in your local paper or TV stations, etc.).

To kick off the New Year, I’m releasing 5 of our favorite campaigns and
marketing resources that continue to bring in excellent results for our private
clients, and I KNOW they’ll do the same for you!

But I don’t want you to just take my word it. Here’s solid proof that they WORK:

  • Using our Estate Planning Seminar Mega Pack for spring seminars, our
    private clients in various parts of the country averaged 20-25 attendees
    EACH NIGHT during a 4 night seminar spree. Average amount of
    appointments madeat the seminars consistently ranged between 35-45.
    What would you do with an extra 30 appointments this month?
  • Our clients were regularly featured in their local media using our press
    releases and publicity campaigns. Here are a few links from 2012 for you
    to check out

Steven Spewak featured on STLtoday.com, “Estate Plan Strategies, LLC Offering
Free Health Care Directives For Local Heroes November 26-30th http://interact.
stltoday.com/pr/local-news/PR110112011010912

Darlynn Morgan featured in the Orange County Daily Pilot, “When Teens Become
Adults” http://articles.dailypilot.com/2012-05-24/opinion/tn-dpt-0525-mailbag-20120524 _1_water-taxi-service-harbor-commission-harbor-character/4

Albert Hehr featured in the Plain Dealer, “When Your Graduating Teen Becomes a Legal
Adult, Take Steps To Protect Your Right to Parent In a Crisis” http://blog.cleveland.com/
letters/2012/06/when_your_graduating_teen_beco.html

Need some more page one rankings? Here are a few screen shots showing how our
supercharged blog content packs great SEO results:

 

 

 

 

 

 

 

 

 

 

 

 

 


And the BEST part with all of our products and campaigns? There’s no guess work.

We walk you step by step through EVERYTHING you need to know to implement the campaign fast and get the best results. We’re also easily accessible by phone and email if you need guidance purchasing mailing lists, fulfillment, etc.

So, if you’re ready to hit the ground running in 2013, you can now scoop up one… or ALL of our favorite resources for the next 48 hours ONLY at 25% off the regular price. This is a firm deadline…the page will come down and purchases will NOT be possible after January 10th.

Use the code SUCCESS2013 at checkout to apply the 25% discount to your order.

The only catch is that the materials are area exclusive, so they will be issued
on a first-come-first serve basis. If your area is no longer available because
someone purchased it first, or we have a client already in your territory, we will
contact you immediately and issue a full refund. We believe in marketing integrity
and do not work with competing firms.

With that said, I encourage you to check these resources out if you desire to build
stronger, more profitable relationships in your community this year. This New Year’s
blowout because is based on our commitment to YOU and YOUR success, so don’t
wait to take advantage of the materials at this pricing. As always, if you have questions
or would like more information about a particular campaign or product before you buy,
just email us and we’ll help you out.

If you are training someone to handle marketing and community relations at
your firm, purchasing these materials to use as a guide or template of a solid direct
response marketing campaign is an excellent idea. Check it out here!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

Being held hostage by a contractor or service provider?

It never fails that when we start working with a new client, we discover some area where an old contractor or outside firm is holding their intellectual property hostage.

It may be a social media account or website hosting.  It could be access to a CRM or your email marketing platform.

The point is that you can NEVER be too careful when it comes to ensuring that you have long-term access and control of your various accounts.

Not long ago, we started working with a client who asked us to take over the management of his Facebook Fan page. It hadn’t been used in a while and they were ready to start posting more updates on behalf of the firm.

When we asked this attorney to make us an authorized “admin” of the page, it turned out he couldn’t. Lo and behold, a former employee had set up the page under THEIR personal name. That meant the attorney could no longer access the page and we were forced to start from scratch setting up new accounts and building up their fan base.

That’s just the tip of the iceberg.

I can’t TELL you how many times we started working with clients only to discover that they did not own the hard coding or hosting of their website! Rather, the contractor or web company who set it up retained this control and if the attorney wanted to make any changes or use a different provider, they would lose their entire site!

In fact, this recently happened to a very good friend of ours (and a very brilliant attorney) who had to redesign her site from scratch after paying $10,000 for a beautiful site that she did not own and no longer had access to once she terminated her relationship with the designing company.

I shared the following tips with her in order to avoid this nightmare in the future, and I encourage you to use them as well to protect your intellectual property or online real estate.

1. Any accounts set up in YOUR name and on your behalf must be done using a central email address that YOU OWN. When we start working with clients, we set up a basic gmail account that the attorney has access to at any time. We use this gmail address when we make purchases, submit press releases, submit event listings, open new accounts, etc.  That way, the client has access to everything in one central location should we decide to part ways in the future.

2. Do not sign a contract for a website or hosting services unless you retain total control! I don’t care how pretty it looks or how fancy it seems; unless you own that html code, do NOT sign on the dotted line! Same goes for sites you “rent” too. It’s not the brightest idea to pay $2500-$5000 a month for a website that you CERTAINLY won’t have access too if you want to break up with the service provider down the road. For what you pay in one month’s “rent”, you could OWN a site with all the bells and whistles they are offering you.

3. Ensure social media accounts are set up using either your PERSONAL login or a central account like I mentioned in step 1.  This goes for Facebook, Twitter, Linkedin, Google+, YouTube and even a hootsuite account—which is used to manage these profiles all in one place.

4. Retain ownership of your phone number! This may sound like a “duh” tip, but we recently had a client who learned this the hard way. When she decided to stop renting her office space, she learned that her phone number (which goes to the main switchboard of the building) would not be coming with her, nor would the receptionist be forwarding the calls.  I’m sure you could imagine what a nightmare this turned out to be.

A few proactive steps like these can save you from a TON of headaches and hassles when working with outside companies and independent contractors.

If you’ve ever found yourself held hostage, I’d love to hear your experience and what you did about it. Please feel free to leave a comment below.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Expecting magic vs. momentum in your legal practice

Magic Marketing ImageIn most professional fields, people seem to equate the word “marketing” with “magic”. Maybe you’ve unknowingly done it in your practice, too. You create a marketing plan, hire the appropriate staff members, run some campaigns and nothing happens.

Sound familiar?

I know the frustration of this from personal experience. Typically around the second or third month of working with a new client, this becomes the topic of our private coaching calls. They express concern that their phone is not ringing off the hook, no one seems to notice what they are doing and it feels like their money is getting wasted in the process.

They are striving for magic, not momentum.

After effectively talking them off the ledge, I’m able to teach them how REAL, relationship-based marketing works. Typically it’s front-end loaded, requiring a small investment of time to lay a foundation in which you are REGULARLY reaching out to prospects and potential referral sources in the community.

It’s a further understanding that you can’t just swipe a cold mailing list of financial advisors or CPA’s from the Internet, mail to them one time and expect business like crazy. Instead, it’s recognizing the Rule of 7 at play and making a plan to constantly stay in touch.

And, especially when it comes to internet marketing, it’s understanding that the website you spent ZERO time marketing in the past will not show up on page one of Google just because you posted a blog or two.

You have to do these things consistently, usually over a period of a few months before you can accurately gage results!

So back to my coaching calls. Once I’m able to help the client see that business relationships and momentum are not built overnight (much like relationships in real life!), it never fails that within the next 30-60 days I’m getting emails from the SAME EXACT CLIENTS like this:

“I don’t know what happened but the largest nursing home in my
community just called. Said they’ve seen my name all over the
place and I was also mentioned by someone on staff. They’ve
invited me to speak to their residents. I had two similar calls this week for smaller speaking engagements. I’ve had zero invites prior to this”.

“I’m finally starting to get calls from my website and ranking all over the place. And not just waste of time calls before, but these are actually quality cases. Amazing how this works”

“We engaged a very lucrative client today. She inquired about our services a year ago but put it on the backburner. I started sending my newsletter and after reading it for the past two months, she knew she had to come in and get everything taken care of. She thanked us for the push…but I should probably be thanking you for the same”.

I encourage you to take a cold, honest look at your marketing expectations today. Are you expecting magic or are you realistically focused on building momentum and long-term relationships?

It’s wise to expect some form of ROI (return on investments) but make sure you are allowing the proper timeframe for that to happen. Just like you probably wouldn’t agree to marry someone after the first date, you also need to allow for proper “courtship” and “wooing” before a client is willing to fork over $5,000-$10,000 on your services.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Does the Rule of 7 Apply to Law Firm Marketing?

ConsistencyIf you’re not consistent, you’re non-existent

If the marketing for your law firm is not producing the ROI or results you want, you may have a problem with being consistent.

Consistent marketing isn’t just slick sales lingo from a marketer or advertising rep. trying to get more business from you.  In order for people to know, like and trust you, they have to hear from you regularly.

If you’ve never heard of the “Rule of 7”, it’s an old marketing adage that says a prospect needs to see or hear your marketing at least 7 times before they’ll take action and buy something.

If you think about this in light of your own buying habits, you’ll probably find it to be true.  How often do pick up the phone and call a high-end service provider based on a one-off advertisement coming from someone you don’t know?

But when you start to hear from someone regularly…and then maybe a friend or a independent 3rd party (like the local news media) drops this service provider’s name too, your relationship with the company can quickly move from ice-cold to warm and receptive.

Now consistent marketing doesn’t mean you have to buy expensive ads in local magazines or the yellow pages every single month, either.  That may work for your particular business, but here’s a few other places where you can increase your marketing results by committing to consistency:

•    Email newsletter- Pick a frequency that you are comfortable with and start sending your email newsletter regularly.  If you decide to send it bi-weekly on a Friday, make sure it goes out bi-weekly on a Friday!  Be a consistent presence in your prospect’s inbox.

•    Social Media- Building a presence on social media requires consistency! With so much happening on sites like Twitter and Facebook, you can’t expect to post an update once a month and get noticed!  At the very least, commit to posting and interacting on your channels at least once or twice a day.

•    Blogging- Great SEO results depends on posting regular content.  You don’t have to post daily–but shoot post on your blog at least once or twice a week.

•    Follow-up- There MUST be consistency in your follow-up!  Every client and every prospect needs to be hearing from you the exact same way, every single time.  If you’re not sure how to put a consistent follow-up strategy in place, or you’d like do train your staff how to  follow-up more effectively with the prospective clients of your firm, grab our free audio training on follow-up in the law firm here.

These are just a handful of places where implementing consistent marketing can maximize your efforts. Take the next 60 days, try our advice and track your results. We guarantee you’ll see a much greater return for your marketing dollars!

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

Social Media for Lawyers: 4 Places To Find More LOCAL followers on Twitter

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Emergencies & Legal Marketing It All Boils Down To Systems

Emergency imageSpring time has arrived here in the Panhandle of Florida – it doesn’t last long, we move into summer-like weather rather quickly!  I’ve been enjoying the warmer weather with cool breezes by doing a little gardening, taking afternoon swims and working as much as possible out on my deck enjoying the fresh air.

As I’m sure you have heard this week, the south was hit hard with horrible tornadoes. My thoughts and prayers are with everyone in the South after the horrible storms that moved through leaving devastation in their path. I know from experiencing tragic losses during Hurricane Andrew how devastating Mother Nature’s fury can be.  I hope you and your loved ones were spared and my company will be donating 10% of our revenues next month to the relief efforts.

It makes me think about emergency plans, and my post that I did a while back on that subject, if you missed it you can read it here.  If you do not have an emergency plan in place for your business, I encourage you to do it, you never know when an emergency could strike, and as scary as it is we are seeing natural disasters becoming more and more frequent. ??Please feel free to leave a comment on that post or shoot me an email with any tips or resources you have for emergency plans, I’d be happy to compile them and share them with the readers.  I’m sure by putting all of our heads together we could come up with a plan that fills in most gaps!  Again this is all about creating a system that you would follow should the unthinkable occur .

Last week, I also interviewed Nate Hagerty and we discussed the importance of Social Media marketing and how to convert the time spent on those platforms into clients in the door.  If you missed the call, we have set up a replay page at http://www.lawyersocialmedia.com.  Nate gave his formula for successful implementation of social media marketing (it has proven results for his CPA firms) so be sure to go listen to the call if you have not already done so. I think you’ll also be very surprised by what Nate shared is the most important component of social media marketing – and I’m sure it isn’t what you think!

We also discussed what I feel is one of THE most important pieces of your marketing plan, and that is consistency!  Simply put, having a system in place so that you know it is getting done.

Nate and I did a little digging into some of the sites of the lawyers that registered for our call, both by signing up for their newsletters (for those that had them) and also by checking out their social media profiles (again for those that had them or we could find).

The results were that for most, when we signed up for a newsletter, we received a simple thank you note – sometimes – and that was it.  There were some social media profiles that were really doing a good job, but others that hadn’t been updated in a very long time, almost looking abandoned.

Is that what happens with your marketing?  You get gun-ho coming up with campaigns, putting yourself out there on social media, doing speaking engagements, etc…and then business picks up and you get busy doing the client work.  Leaving no time for the marketing, I call this the marketing merry-go-round.  I see it quite a bit, and it doesn’t have to be that way.

In order for your marketing to be effective it must be consistent.  You must be in front of your prospects all of the time, because you never know when they are going to decide that now is the time that they need your service.  And when they need that service you want them to call YOU not the new lawyer down the road that has suddenly gotten on their radar.  ??It’s all about relationships, and relationships have to have consistency.

They want to know, like and trust you and the like and trust factors sometimes can take a while to build.

Here are my suggestions (bare minimum) for keeping a consistent marketing plan going:

  • Weekly Email to your list
  • Daily Post on Social Media (not always about you but to drive conversation)
  • Monthly Print Newsletter (you need to be getting in the MAILBOX of your prospects)
  • Regular Videos – Multi-media marketing is important as it allows your prospects to “see” you and it is great for SEO
  • Monthly press releases – you probably won’t get picked up every month but keeping in regular contact with your local media with timely advice and articles establishes yourself as the expert, and when you are picked up and your prospects see you in the news it is certainly a credibility boost that money can not buy.
  • Blogging regularly – you must be updating a blog regularly if YOU want google to take notice of you, and let’s face it people are going to Google to find professionals to work with.

This can all be systemized so that it is happening on a regular basis without much effort from you at all.  I know this hard for a lot of lawyers to believe, but you have got to let go of the concept that YOU must do everything. Delegate these items to key team members.  If they need training we are happy to help or you can contact us to learn more about how we help law firms implement consistent, educational-based marketing into their firms.

If you are an Estate Planning or Elder Law attorney you may want to check out our DFY package that will give you all of the content you need on a monthly basis to begin getting a marketing system in place in your firm right away.

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

What Is the Point of Social Media Anyway?

Time Flies ImageI’ve heard this question over and over from lawyers who are wondering why they would want to invest their valuable time into what they consider to be some frivolous conversations that take place on social media outlets.

And yes, social media CAN be just that.  However, it is also much more importantly the new media way of marketing.  People are no longer turning
to the yellow pages or ads run in newspapers and magazines when they
are looking for a service provider.  Instead they are going to their network,
their “social network”.  And YOU need to be there!

The question then becomes about how you show up once you are there.

I see a lot of lawyers making what I consider to be three huge mistakes.

  • Setting up an RSS feed ONLY and just feeding the content from their blog onto their social media profile.  While this can be good for SEO, it is not doing much to build you a following of local prospects and leads.  Nor does it usually generate any interaction.
  • Building relationships with other lawyers but neglecting looking for prospects and potential referral sources in their own back yards to build relationships with that will turn into real ROI for the time they are investing in “new media” marketing.
  • Not realizing that social media contacts (fans, followers, connections) are worth FAR less than email and direct mail contacts. And failing to set up systems by which they *leverage* social media to build these much more valuable lists.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

 

Addressing Some FAQ’s

Wequestion mark‘ve had a ton of interest in the DFY materials that we have been talking about for the last few months but I’ve also received a quite a few emails and wanted to answer some of the frequently asked questions I’ve been getting.

Does Legal Marketing Maven also help with implementing the marketing materials? I don’t have enough time to do it myself.

Yes!  We are an implementation company!  The DFY packages were put together to help lawyers that have in house staff (or virtual teams that they are working with) so that they didn’t have start every month from scratch.  But we will happily put together an implementation package that meets your needs, just reply to this email and schedule a complimentary strategy session with me to explore those options.

Do all of your DFY materials focus on general estate planning (or focus on one particular niche)? I am an elder law lawyer, will it work for me?

Our DFY materials are eclectic and focus on estate planning for the young and old, we try to incorporate basic estate planning, elder law and administration into our materials each month because we believe your practice will benefit from serving clients in all stages of their life.

Do you have DFY materials for other practice areas? I am a bankruptcy lawyer and would love materials like this for my law firm.

Currently our DFY materials are only for Estate planning attorneys however, we are planning to launch 2 new practice areas this year.  If you are interested in these types of materials for your practice area please reply to this email and let me know what that is, it will help me determine which 2 areas we will roll out next.

If you need the services now, let’s schedule a time to chat about what your needs are and create a custom package that will meet your needs.

Does Legal Marketing Maven work with lawyers in other practice areas?

Yes!  We privately work with clients in a variety of practice areas – personal injury, medical malpractice, bankruptcy, business law and family law.  Our services span a wide range including but not limited to:

•    Development and execution of direct response marketing campaigns
•    Web writing, Copywriting and Blogging
•    Teleseminars and Webinars
•    Landing Pages/ Squeeze Pages
•    Email Marketing
•    Newsletters
•    Infusionsoft Management
•    Autoresponders
•    Search Engine Optimization
•    Social Media Marketing
•    Article Marketing
•    Reputation Management
•    Press Releases and Public Relations
•    Marketing of In-Person Events/ Conferences
•    Creation and Launch of Lead Generation Pieces
•    Product Launches

Do you have more questions, or would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.

 

Social Media Marketing for Lawyers Means More Than Trolling for Cases

An interesting article was published today by the Wall Street Journal detailing how plaintiff’s lawyers are using social networking sites such as Facebook and Twitter to find, target and ultimately sign up new clients for their firms.

The article also briefly touched upon the use of Pay-Per-Click  and Facebook ads as part of this growing strategy, which are undoubtedly helpful for lawyers who engage in “quick strike campaigns” or campaigns designed to reach plaintiffs as a breaking injury or product liability story hits.

And while I agree that social media sites are a place to find and engage new clients in a systematic, consistent and authentic way, it’s only a small piece of the puzzle as far as an overall social media strategy should be concerned.

Remember, social media conversations happen in real time.   Never in the history of man have consumers had the ability to express their feelings (positive or negative) about a product or service to thousands of people the moment they experience them.

Of course that could mean disaster for firms who are ignorant of such conversations (ever read about the Motrin Moms debacle?) or for those firms who give less than adequate service to clients who are actively involved on Twitter or Facebook.

In the ignorance category, I’m specifically reminded of a lawyer who called me a few months ago for social media help.

Essentially, his firm (which is nationally known) did not have a social media strategy and they never quite got around to developing one either.  Until of course they were notified that their social media profiles were hijacked and someone was posting comments and information that made them look VERY bad in the public eye.

The partners of this firm did their best to jump in and fix the problem, but the damage was already done.  Yet had they been more involved in monitoring the chatter about their firm to begin with, they could have caught the imposter and started damage control right away.

So in talking about social media, I like to encourage lawyers to take a four-prong approach to their strategy in which they will:

  1. Consistently and systematically connect with, and educate,  prospective clients on their practice area/ services
  2. Show their firm (and trial lawyers in general) in a favorable light to the local jury pool
  3. Engage in real-time reputation management
  4. Connect with and reach out to the local and national media

Again, I want to reiterate that an attorney’s presence on social media sites requires more than simply trolling for cases or potential clients.

Instead, resolve to implement a comprehensive approach to social media and you’ll find the cases and clients come naturally in time.

 

Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.