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The Rainmaker Blog

Law firm marketing and business development strategies

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Law Firm Intake: How to Close the Deal with a Prospect

Posted in Law Firm Intake

Law Firm Intake: How to Close the Deal with a ProspectOne of the primary reasons that a company or person hires an attorney is to alleviate some type of “pain”. They may use words like “challenges”, “problems”, or “obstacles”, but all of the words amount to the same thing: they are experiencing discomfort; they are experiencing pain. Their “pain” is whatever they are asking you to take care of for them.

Successfully closing a deal with a prospect relies upon your ability to identify their pain and effectively communicate how you will help them resolve it. Too often, attorneys rush to show off their solutions before truly understanding what a prospective client needs. First get to know the issue, then provide the solution.

Before you can ask for the business, you need to form a relationship with your prospect. Some attorneys have a very bad habit of trying to impress prospects right off the bat with their legal knowledge, which makes the prospect feel like they are being “sold” rather than trying to form a mutually beneficial relationship. Realize that you don’t close a deal with the first handshake — you will need to invest some of your time in getting to know them before they are ready to receive your sales message.

Once you’ve identified your prospect’s pain points and started to form a good relationship, you need to prepare to make the ask. Have the necessary paperwork at hand, and then ask for the business. Prospects want to know that you actually want their business — and once the deal is done, don’t be shy about asking for a referral and/or testimonial. This gets you well on the road to your next deal.

In perfecting the close, great sales people:

  • Lead with benefits
  • Can articulate and add value to the conversation
  • Build credibility and trust
  • Identify a prospect’s wants and needs
  • Sell to the prospect’s goals
  • Focus on the prospect’s gaps
  • Demonstrate how they will solve the prospect’s problems or needs

If your goal is to be a successful Rainmaker, you must perfect the art of the close. Remember that people like to do business with those they know, like and trust. Once you have laid that foundation, you will find that the close is a mere formality to establishing an ongoing relationship.

5 Tips to Master Content Marketing for Law Firms

Posted in Law Firm Marketing

5 Tips to Master Content Marketing for Law FirmsGoogle has made it increasingly difficult to rank high in search without putting a lot of quality content online — on your website, blog and social media pages.  If you want to rank well on Google, which allows you to generate more online leads, you must put more and more content online. This is what is known as content marketing.

Content marketing not only helps you with SEO, it also performs the equally important task of differentiating your firm from your competitors. To make content marketing work well for your law firm, remember these five tips:

  1. Keep your language simple. Most people are already intimidated by lawyers, so don’t compound the problem by using a lot of legal terms in your content. Talking over your readers’ heads is a sure way to fail at content marketing. Be sure your content is written using simple language that the average person can understand so they can engage with comments and questions.
  2. Give solutions. You already know what most people who have the kinds of problems you solve want to know. When you develop your content, make sure you are addressing these issues. After all, you are in business to help, so do that with your posts and articles.
  3. Use the news. Commenting on current events is a great way to create interesting content. Help people understand new laws or judicial decisions that will affect their lives. Doing this in a timely manner will demonstrate that you are on top of things and increase the odds that your content will reach a broader audience through shares and likes.
  4. Make it entertaining. We all understand that the law is serious business, but being serious is not a great way to engage readers. Think about how you can lighten your subject matter while at the same time imparting useful information. In a hyper-competitive market for a reader’s attention, it’s the great stories that get read and shared.  Have a great hook to pull those readers in, and be sure your story has a satisfying end that is worthy of the build-up.
  5. Use visuals and video. Content is not just words; it’s also photos, infographics, videos, podcasts, etc. Using different elements in your content marketing will make you stand out and increase the likelihood that readers will respond positively to and share your message. Remember that humans are visual beings, so if you can deliver your information visually in an engaging way, you are likely to see better results than if you just convey it in words.

How to Get Great Google Rankings in 2017

How to Rev Up Your Law Firm’s Revenues in 2 Days

Posted in Law Firm Marketing

How to Rev Up Your Law Firm’s Revenues in 2 DaysIs your law firm’s bottom line exceedingly slow to grow? Are you having problems getting new clients? Are your profits shrinking? Are you spending too much time on administration rather than on building your business?

Then consider this:

If you want something you’ve never had, you’ve got to do something you’ve never done.

The problems you are having can likely be attributed to doing things the same way you’ve always done them. If your law firm marketing results are not what you want, then you must challenge yourself to break from your past and do things differently.

The answer to building a successful law practice that satisfies you both financially and emotionally can be obtained through effective law firm marketing.

If you don’t have a presence on social media, get one.

If you don’t have a blog, start one.

If your website is old and tired, update it.

If you have scant prospects, start using email and inbound marketing practices to fill the funnel.

If you’re not converting the prospects you have into clients, implement a lead conversion process to change that.

There are abundant resources for you to learn how to effectively do and manage all these strategies. Our Rainmaker Retreat is just one of them. Sign up for a webinar. Attend a workshop. Start reading marketing blogs and learning about all the low-cost ways you can effectively market your practice.

Several hundred attorneys made the first step to do things differently this year by committing two days to attend a Rainmaker Retreat. Here are some of their comments:

“This is the absolute best seminar I have attended in 37 years.  Stephen is direct and clear at defining what needs to be done to succeed.  He knows lawyer marketing and has many personal results from successful lawyers all over the country.  I am on board to be one of them.  Thank you, Stephen!” -Thomas B., Partner, Personal Injury, Fort Wayne, IN

“I have attended lots of seminars and I can honestly say your content is exceptional. Anyone who wants to take their practice to the next level need only implement one of the countless pearls of wisdom you all generously shared.” – Gary M., Marketing, Legal Marketing, Scottsdale, AZ

“The competition in the legal market is tremendous and it is no longer good enough to be a great lawyer. If you want clients, you need leads and conversion. The Rainmaker Retreat will give you the keys to maximize lead conversion in 2 days. Definitely worth the time/money.” – Nicole H., Associate, Immigration, New York, NY

Upcoming Rainmaker Retreat sessions include:

  • October 13-14, 2017 — Dallas, TX/Hyatt Regency North Dallas
  • November 10-11, 2017 — New Orleans, LA/Royal Sonesta New Orleans
  • December 8-9, 2017 — Los Angeles, CA/The Ritz-Carlton Marina del Rey
  • February 16-17, 2018 — Las Vegas, NV/Four Seasons Hotel Las Vegas

Plan ahead and take advantage of the Early Bird pricing, where you can save 30% off the regular price.

Remember: the worst thing that can happen is not failing. It’s doing nothing.

 

A Science-Backed Approach to Winning Arguments for Lawyers [INFOGRAPHIC]

Posted in Legal Marketing

Whether you argue the law for a living as a litigator or not, the fact of practicing law is that lawyers are always negotiating something with another party.  Even if that party is a prospective client.  And being a skilled negotiator not only takes practice, it also takes knowing how to look for the psychological and physiological clues from the person you’re negotiating with in order to win your argument.

The infographic below from SavingSpot provides scientifically proven tips lawyers can use to win your next argument, negotiate a settlement or get that skeptical prospect onboard:

A Science-Backed Approach to Winning Arguments for Lawyers+++++++++++++++++++++++++++++++++++++++++++++++++++++++++

FREE REPORT: Why Your Law Firm is Failing at Lead Conversion

A topic that should be at the top of every law firm’s radar is how to improve your intake and lead conversion. This skill is woefully overlooked by most lawyers, who continue to focus 99% of their efforts and money on lead generation, fallaciously thinking this will solve their declining revenue problems.

Logically speaking, why would someone continue to spend an increasing amount of money on lead generation if they aren’t doing everything they can to actually convert those leads into paying or retained clients?

Lead generation too often comes down to a firm’s financial ability to “throw money at the problem,” but a lead conversion system can level the playing field and give smaller firms a true unique competitive advantage.

In the free report, Why Your Law Firm is Failing at Lead Conversion, you will discover:

  • The 12 critical steps to set your law firm apart and convert more leads into clients
  • The shocking results of our secret shopper calls to 126 law firms
  • How to create a true, unique competitive advantage
  • How to dramatically improve your intake process to convert more clients

Get your FREE report now on Why Your Law Firm is Failing at Lead Conversion and start succeeding at turning prospects into clients!

 

Facebook Facts You Need to Know for Law Firm Marketing

Posted in Social Media Marketing for Law Firms

Facebook Facts You Need to Know for Law Firm MarketingIf you’re actively engaged in law firm marketing, you should already know that Facebook has some staggering stats when it comes to audience and reach:

  • 2 billion monthly active users worldwide (that’s 27% of all people on the planet)
  • 83% of women and 78% of men use Facebook; by age the breakdown is:
    • 88% of those 18-29
    • 84% of those 30-49
    • 72% for those 50-64
    • 62% for those 65+
  • Average time spent on Facebook daily per person is 35 minutes

There are also some less common Facebook stats you need to be aware of when you are developing your law firm marketing social media strategy:

3.5 Degrees of Separation

You are familiar with the theory that everyone in the world is no more than six degrees separated — which means that you can connect any two people in the world through six other people. Well, according to Facebook research, everyone on Facebook is no more than 3.5 degrees separated. What this means for marketers is that it is relatively easy to extend your organic reach on Facebook by asking people to share and like your content.

19% of all Mobile Use is on Facebook

The average consumer spends five hours every day on his or her mobile device. Research by Flurry Analytics and comScore shows that the #1 use is Facebook — 19% of an average consumer’s daily mobile use is on the Facebook app. This is yet another reason why you have to have a seamless mobile experience across all your online properties.

Facebook Gets 8 Billion Daily Video Views — 85% are Watched with the Sound OFF

This statistic proves that putting your videos on Facebook’s platform can be a great way to boost organic engagement. But realize that, according to Facebook research, 85% of users watch videos with the sound off. And they hate auto-play sound. If you are putting your videos on Facebook, make sure they are captioned. And be sure they are optimized for mobile viewing.

Images Drive Effective Facebook Ads

In a test of 100,000 Facebook ads, Consumer Acquisition found that, when done correctly, Facebook ads and traffic quality now rival Google’s. Their tips for creating an effective Facebook ad:

  • Choosing the right image is critical — stock photos don’t work
  • Optimize your ad copy — the most effective length is 4 words for a title and 15 words for the link description
  • Be bold with your branding

According to Wordstream data, the average cost per click for the legal industry is $1.32. If you’re paying more, it’s a sign that you may need to tweak your campaign.

The average click-through rate for legal industry ads on Facebook is 1.61% — the highest among all industries. Conversely, the average click-through rate for Google ads is only .35% for the legal industry. This can be attributed to the competitive environment on each platform — your ad is one of many on Google when someone searches for a lawyer, but is likely to be the only one in that prospect’s social media feed.

Time Your Organic Posts Properly

According to SproutSocial data, the optimal times for businesses to post on Facebook are:

  • Thursdayis the most recommended day to post
  • 1 p.m. on Thursdayis the most active time
  • Relatively safe to post any day between 9 a.m. to 3 p.m.
  • Early mornings and late nightsare the least optimal posting times
  • Wednesday through Sundayare the strongest days to post

Your posts should be short and sweet — no more than 50 characters for optimal engagement.

Want to learn more about leveraging social media as part of your law firm marketing program? Attend a Rainmaker Retreat! Click below for more information on upcoming sessions.

 

Put Your Law Firm on the Map: FREE Training Webinar Tomorrow on Local Search Ranking

Posted in SEO for law firms

Put Your Law Firm on the Map: FREE Training Webinar Tomorrow on Local Search RankingLocal search is becoming increasingly important when trying to improve the ranking for your law firm website on Google and other search engines. Google is all about delivering relevant search results to its users, which is why you should be doing whatever you can to rank well for local search.

Google knows the IP address of the searcher and serves up local options first. The results searchers see include a map and a few listings of high ranking businesses. This is the sweet spot, and we will show you how to get there during our free webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

During this free training, you will: 

  • Discover the 4 key factors that have the greatest impact on local maps ranking & the 2 secrets to beating the current leaders in your market
  • Learn how to utilize Google reviews to improve your local maps ranking
  • Get a list of the top 50 most important directory sites of the 1800+ local directories out there to determine where your firm needs to be
  • Find out how to get your business listed on literally hundreds of directory sites for about the cost of a nice night out
  • Obtain a step-by-step, paint-by-number instruction on how to optimize your local listings on the top 15 sites if you want to do it yourself
  • Receive a copy of the presentation so you can optimize your listings at your leisure

DON’T MISS THIS BONUS!

Attend the webinar and claim your Online Audit to see exactly how your firm shows up across the top directories!  

Presented by Michael Veinbergs, CEO, Local Marketing Geeks

Michael is an online marketing expert, a well known speaker and the owner of Local Marketing Geeks, one of the premier online marketing agencies in the country, focused on helping attorneys to build their practice. He is a UCSD graduate and a 28 year sales and marketing veteran. He started his first marketing agency in 2009, offering web development, SEO, PPC reputation marketing and more.

Register online now for this free training webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

 

 

 

Basic Local SEO for Law Firms

Posted in SEO for law firms

To realize the importance of being proficient at Local SEO, all you have to do is search for your area of practice on Google.  Without even typing in a city or state, Google will serve up law firms that match your search query that are geographically closest to you.  Google knows that if you are looking for a lawyer, it is highly likely you’ll want one that is close to you.  Hence the importance of optimizing your law firm website for Local Search.

Local SEO is becoming increasingly important when trying to improve the ranking for your law firm website on Google and other search engines. After all, someone searching for an attorney in Scottsdale will not care about a lawyer in Fort Scott…and Google knows that. Google is all about delivering relevant search results to its users, which is why you should be doing whatever you can to rank well for local search.

This infographic from The Search Ninjas was a great find because it is specifically directed to law firms. The goal is to get your search listing in the top 3 results, since that is where people that search for something online click on 68% of the time. And if you want some additional tips, you should attend our Local SEO webinar next Tuesday, Sept. 19 at 11 a.m. PT/2 p.m. ET — details on that are below the infographic.

Basic Local SEO for Law Firms

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FREE Webinar 9/19: How to Get Your Firm Ranked on Local Maps Listings

No doubt you have done searches using general terms and Google popped up local providers. That is because Google knows the IP address of the searcher and serves up local options first. You will see a map and a few listings of high ranking businesses. This is the sweet spot, and we will show you how to get there during our free webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

During this free training, you will: 

  • Discover the 4 key factors that have the greatest impact on local maps ranking & the 2 secrets to beating the current leaders in your market
  • Learn how to utilize Google reviews to improve your local maps ranking
  • Get a list of the top 50 most important directory sites of the 1800+ local directories out there to determine where your firm needs to be
  • Find out how to get your business listed on literally hundreds of directory sites for about the cost of a nice night out
  • Obtain a step-by-step, paint-by-number instruction on how to optimize your local listings on the top 15 sites if you want to do it yourself
  • Receive a copy of the presentation so you can optimize your listings at your leisure

DON’T MISS THIS BONUS!

Attend the webinar and claim your Online Audit to see exactly how your firm shows up across the top directories!  

Presented by Michael Veinbergs, CEO, Local Marketing Geeks

Michael is an online marketing expert, a well known speaker and the owner of Local Marketing Geeks, one of the premier online marketing agencies in the country, focused on helping attorneys to build their practice. He is a UCSD graduate and a 28 year sales and marketing veteran. He started his first marketing agency in 2009, offering web development, SEO, PPC reputation marketing and more.

Register online now for this free training webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

 

 

How to Create an Attorney Bio That Persuades Prospects

Posted in Law Firm Marketing, Law Firm Websites

How to Create an Attorney Bio That Persuades ProspectsDid you know that attorney bio pages are typically the most visited pages on a law firm’s website? That’s because prospects want to know as much as possible about the person they will be entrusting a very important job to — in some cases, literally putting their lives in the hands of a stranger.

So why then are attorney bios notoriously boring? Most of them read like a resume rather than tell a story about who you are as a person and an attorney — which means you are missing a big opportunity to entice prospects to pick up the phone or shoot you an email.

Everyone wants to do business with someone they like or have something in common with, but you can’t meet every possible prospect in person — your bio can go a long way in convincing those folks to reach out to you.

Here are some tips for crafting an intriguing attorney bio:

First, introduce yourself.  Say who you are and what you do.  For example: Bob Jones, also known as the “defender of the little guy,” is a bankruptcy attorney in Phoenix.

Share your story.  Relate your personal and professional mission and how the situations you encountered over your life have shaped who you are today.  When appropriate, include some anecdotes about your family.  Example:  I come from a long line of lawyers in my family, and their example of helping people inspired me to continue the tradition.

Include photos. Use that professional head shot of you looking all lawyerly, but also consider including some more casual shots so prospects can get to know you as a person. Do you have a family? A dog or cat? Like to fish or hunt? Add these to give your bio some personality.

Share hobbies and charity work.  Show that you have a life outside your office and that you can be empathetic to the plight of others because you are an active volunteer or support local charities.

Write like you speak.  Using a conversational tone in your bio helps the reader feel as if they are having a conversation with you in person.  Keep it professional, but lighten up on the use of legal jargon or big words, which can alienate the reader.

Throw in some personality.  Use colorful (not off-color) words and humor to entertain your reader.

Give readers who land on your bio page online something interesting to read that encourages them to connect with you offline.

FREE Webinar 9/19: How to Get Your Firm Ranked on Local Maps Listings

Posted in SEO for law firms

FREE Webinar 9/19: How to Get Your Firm Ranked on Local Maps Listings No matter what size your law firm is, if you are doing business somewhere you are a local business owner. And since most if not all your clients come from your geographic area, your ability to rank high in local search is critical to keeping your firm in front of prospects.

No doubt you have done searches using general terms and Google popped up local providers. That is because Google knows the IP address of the searcher and serves up local options first. You will see a map and a few listings of high ranking businesses. This is the sweet spot, and we will show you how to get there during our free webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

During this free training, you will: 

  • Discover the 4 key factors that have the greatest impact on local maps ranking & the 2 secrets to beating the current leaders in your market
  • Learn how to utilize Google reviews to improve your local maps ranking
  • Get a list of the top 50 most important directory sites of the 1800+ local directories out there to determine where your firm needs to be
  • Find out how to get your business listed on literally hundreds of directory sites for about the cost of a nice night out
  • Obtain a step-by-step, paint-by-number instruction on how to optimize your local listings on the top 15 sites if you want to do it yourself
  • Receive a copy of the presentation so you can optimize your listings at your leisure

DON’T MISS THIS BONUS!

Attend the webinar and claim your Online Audit to see exactly how your firm shows up across the top directories!  

Presented by Michael Veinbergs, CEO, Local Marketing Geeks

Michael is an online marketing expert, a well known speaker and the owner of Local Marketing Geeks, one of the premier online marketing agencies in the country, focused on helping attorneys to build their practice. He is a UCSD graduate and a 28 year sales and marketing veteran. He started his first marketing agency in 2009, offering web development, SEO, PPC reputation marketing and more.

Register online now for this free training webinar on How to Get Your Firm Ranked on Local Maps Listings on Tuesday, September 19, 2017 at 11 am PT/2 pm ET.

 

 

Why Marketing Matters for Law Firms

Posted in Law Firm Marketing, Legal Marketing

Why Marketing Matters for Law FirmsWhy does marketing matter for law firms? It all comes down to one simple truth: with a physical product, the customer can see it, touch it, taste it or feel it. The senses combine to help the customer decide to make the purchase.

But what does the customer have to go on when purchasing a service? Generally speaking, only your words in various forms of law firm marketing, and the words of your satisfied clients.

Specifically speaking, a service purchase cannot be fully evaluated until after the service has been performed. Unfortunately for the consumer, there are no money-back guarantees on legal representation.

Once you understand these differences, you are in a better position to develop the kinds of marketing strategies that work.

Do not falsely assume a client will use rational parameters to evaluate your services before purchasing. The client is as likely to pick you because of your office décor as any other rational reason.

The average client is ill-equipped to use your credentials, education and experience to evaluate your suitability, mostly because the average client does not see a difference from one lawyer to the next.

The legal services field is intensely competitive and will continue on that path, and consumers are likely to carry on as they always have, choosing attorneys for all sorts of reasons that have nothing to do with skill.

Therefore, it is very important to effectively market your services in ways that are actually related to the way your typical prospect buys your services.

Every legal research study conducted in the past few years has shown that a majority of consumers use online resources to search for an attorney. They use search engines, visit online legal directories, law firm websites and blogs and use social media sites.

So if you’re not there – if you are not effectively marketing your legal services — you simply do not exist to prospects looking for a lawyer.

If prospects are not finding you, then you need to find your way to a Rainmaker Retreat. Here is what you will learn during this intensive two-day legal marketing seminar:

  • Identify Your Ideal Target Market So You Can Retain Ideal Clients
  • Increase Client Retention & Referrals So You Can Have a Stream Of Qualified Leads
  • Build a Strategic Referral-Based Law Firm
  • How To Effectively Stay In Contact With Prospects, Clients And Referral Partners
  • Cutting-Edge Lead Conversion Strategies To Increase Revenues
  • How To Leverage Social Media to Gain Clients
  • Internet Marketing Strategies for Lawyers
  • Develop Your Law Firm’s Marketing Action Plan (MAP)

We have three more sessions in 2017:

  • October 13-14, 2017 — Dallas, TX/Hyatt Regency North Dallas
  • November 10-11, 2017 — New Orleans, LA/Royal Sonesta New Orleans
  • December 8-9, 2017 — Los Angeles, CA/The Ritz-Carlton Marina del Rey

You can register online for a Rainmaker Retreat or call 888-588-5891 for more information.