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Lead Conversion Strategies: How to Go From No-Show to No Problem in 3 Simple Steps

Posted in Lead Conversion

How to Go From No-Show to No Problem in 3 Simple StepsOne of the most frustrating things for a consumer law firm to deal with effectively is no-shows.  You’ve gone to a great deal of trouble and expense to get prospects to call and set an appointment.  And then they don’t show.  It feels like money down the drain.  But it doesn’t have to be.

There are three proven lead conversion strategies lawyers can implement tomorrow that will reduce your no-show rates significantly.:

1. Call to confirm the day before and the day of the appointment

2. Email to confirm with specific directions to your office

3. Incentivize your staff with a performance bonus (NOT a fee split!)

ALL of your appointments should be confirmed. You should call them the day before, and if you have a really bad no-show rate – meaning at least 40% or higher – you should also call them the day of the appointment.

Make sure that you get a cell phone number during the initial call, because if you’re calling the home phone number and they’ve already left work, you’re not going to be able to remind them.

As soon as you get off the phone after confirming the appointment, you then want to send them an email confirming all the details. Include driving directions and a photo of your building.  If you’re in any kind of a metro area where parking is difficult, you want to make sure that people can visibly identify how to get to you. Make it stupid-simple for people to get to your office.

If they still miss the appointment, make sure that you call them 10 minutes after the no-show. Someone from your staff should be on the phone with them leaving a voicemail and saying, “Just want to let you know we’re still here, we’ve got an appointment, we’re waiting for you, please call me back as soon as you get this message.”

Never be rude if they no-show. Assume that something happened in their life and that they want to come back in for an appointment. My rule is that every single no-show gets four to five calls before you give up – four to five calls after the no-show with the purpose of getting them to reset the appointment and get them in.

You must use both phone calls and email to increase your conversion rate. It’s not enough to just use one or the other, you have to do both.

If your challenge is turning leads into appointments, here are 5 steps to accomplish this:

  1. Institute a 5-minute follow-up rule.
  2. Never make an attorney responsible for follow-up!
  3. Train a staff person to handle the leads at first. When you get over 30-50 leads per month, hire a dedicated person.
  4. Give the staff person a performance bonus to set appointments that show up.
  5. Call a minimum of 5-7 times before giving up.

If you dedicate yourself and your staff to following these steps, you will see a much greater return on your investment in lead generation by increasing your conversions significantly.

Best Practices for Law Firm Lead Conversion

Posted in Lead Conversion

One of the things we have learned from our Rainmaker Intake University program is the necessity for a culture shift to occur in consumer law firms so that the individuals responsible for the firm’s intake process are chosen based on a sales — not customer service — background.

Consumer law firms operate in an intensely competitive environment where their prospective clients have hundreds, if not thousands, of choices. All of your competitors are easily identifiable with the click of a mouse or the turning of a page.

If you have done the necessary work to ensure you can be easily found by consumers looking for a firm that practices your type of law, you are likely to be contacted. And when you are, you want someone with a sales background answering those calls and following up.

Most law firms that we’ve worked with over the years don’t even have a formal intake department. They basically have a receptionist and somebody who’s a rollover person in case the receptionist gets too busy. This is a good way to fail consistently at lead conversion.

Our experience has shown us that many law firms have the wrong people answering prospect calls. You don’t want people handling your intake process who have a customer service background; you want people who have sold stuff over the telephone.

You want to build a sales-oriented culture within your firm since lead conversion is a money-making function. You don’t want a bunch of order takers in charge of your lead conversion efforts; you want a bunch of rainmakers – people who are dedicated to getting prospects from being a potential client to being a paying client.

This is best done by people who are particularly skilled at lead response. According to lead response research by, your intake team must be able to respond to a lead within five minutes of the initial call and follow up with those who don’t schedule an appointment or retain you after the first meeting at least six times.

The infographic below details some of’s research on best practices for lead response; how does your intake team measure up?

Best Practices for Law Firm Lead Conversion


Consumer Law Firms: Let Us Secret Shop Your Law Firm for Free!

intakeHave you ever wondered what it’s really like for prospects that call your firm or worried that your intake process is not as great as you’d like it to be?

Or perhaps you already know your intake process is flawed, and those lead generation dollars you’ve been spending every month are going to waste.

This is why we have created the Rainmaker Intake University, specifically for consumer law firms that are:

  • Generating 30+ leads a month and are not satisfied with the number of new clients.
  • Employing one or more people to answer the phones and handle intake.
  • Not converting every lead possible.
  • Struggling to implement written protocols, training and systems.

We will secret shop your firm for free and critique you on the 10 critical factors for creating an exceptional experience for callers so you stand apart from your competition.

We will review the results with you over the phone and discuss a variety of effective strategies to implement immediately so your firm can convert more prospects into paying clients.

Register online now to let us secret shop your law firm for free. There’s nothing to lose and lots of lost revenue to gain!


11 Surefire Ways to Boost Your Email Marketing Open and Click-Thru Rates

Posted in Law Firm Marketing

11 Proven Ways to Boost Your Email Marketing Open and Click-Thru RatesEmail marketing is one of the best and least expensive ways for small firms and solos to nurture relationships with clients and prospects on an ongoing basis.

Yet the fact remains that everyone is inundated with too many emails, making a marketer’s job that much harder to cut through the clutter.  Here are 11 steps you should be taking with your email marketing to optimize your chances of having your email opened and acted upon:

  1. Have a targeted list.  This is especially important if you have more than one practice area.  Your list must be targeted so you can create content that speaks directly to the interests of your audience.  You must also be sure your list is clean (using a service like Constant Contact is crucial to help you do this) and that recipients have opted in to receive your emails.
  2. Be real.  Not just in your content, but with the email address you use as a “reply to.”  Don’t use generics like “”.
  3. Your subject line needs to kill.  Spend time on your subject line to really entice that recipient to open your email.
  4. Set expectations.  When someone signs up to receive your e-newsletter or other email, make sure you have an auto-response email programmed that tells them what they can expect and how often you’ll be emailing them.
  5. Grab attention with a good pre-header.   We’ve all seen those pre-headers in e-newsletters that instruct us to open the email in a web browser if we can’t see it properly.  That is a waste of valuable real estate!  Instead, give the reader a compelling reason to keep reading.
  6. Include Calls-to-Action early.  Every email communication needs a Call-To-Action that lets the reader know what you want them to do.  Is it to sign up for a newsletter? Download a free report? Place this near the top of your email so they don’t have to scroll to get to it.
  7. Optimize for mobile.  Almost 60% of emails are now opened on a mobile device, and that number is only going up.  Be sure your email is optimized for mobile – again, using an email service like Constant Contact will do that for you.
  8. Make it personal.  Use the recipient’s name in the subject line and greeting.  A recent Aberdeen Group study showed that 75% of consumers prefer personalized emails and offers.
  9. Cede control.  Allow your recipients to opt-out of your emails easily.  It’s a waste to be marketing to someone who doesn’t want to do business with you.
  10. Analyze, monitor and test.  The behavior of your email recipients will give you important insight into when and what content they prefer, so you can replicate your success.
  11. Share.  Adding social share buttons to your email marketing communication not only makes it more likely that your messaging will be spread to a greater audience, research shows that emails with social sharing buttons enjoy a 115% higher click-through rate than those that do not.


Breaking the 7 Figure Barrier: An Explosive Interview with Small Business Guru Michael GerberBreaking the 7 Figure Barrier: An Explosive Interview with Small Business Guru Michael Gerber

INC Magazine has called Michael Gerber “The World’s #1 Small Business Guru,” and I recently interviewed him on how attorneys can take their firm to the next level of success.

As the author of a number of books on entrepreneurship, including the best selling Awakening the Entrepreneur Within and The E-Myth Revisited, Michael is arguably the most famous consultant for small companies. He coined the phrase “working on your business versus working in your business,” which has become the mantra for tens of thousands of business owners.

Michael has worked with over 70,000 small business owners over the last 40 years, teaching business owners who possess significant technical skills but few business skills how to transform their companies into world-class organizations.

The time I spent with Michael was transformative for my own business, and I know what he has to teach can transform yours as well. That is why we have created a new FREE audio interview that you can access at Breaking the 7 Figure Barrier: An Explosive Interview with Small Business Guru Michael Gerber.

In this exclusive interview, Michael discusses with me:

  • How the E-Myth Principles apply to law firms
  • The 4 stages of business and how to move from a job to a practice to a business to an enterprise
  • How to compete in an aggressive marketplace like legal
  • Why services don’t matter anymore and the power of differentiation
  • How to build a law firm that works without you
  • Why you must shift the conversations you have with prospects from money to value and how to do this
  • Tips to creating a lifestyle law firm

Sign up now to get this free interview and we will send you a link to download the audio interview as well as a PDF transcript.

10 Ways to Drastically Increase Lead Conversion for Law Firms [VIDEO]

Posted in Lead Conversion

Did you miss my free MyCase webinar last week where I shared 10 Ways to Drastically Increase Lead Conversion for Law Firms? If you did, no worries. The folks at MyCase have uploaded the recording of the session on their YouTube channel, and you can view it above at your leisure.

Here’s what’s in this eye-opening recording:

  • How long it takes for a lead to go from hot to cold
  • 3 goals for your first call with a new lead
  • Tactics for signing up your leads at the initial consultation
  • Proven ways to get your appointments to show up
  • How one law firm tripled their conversion rate in 90 days

Lead conversion offers law firms the biggest opportunity for more revenue

What should be on every law firm’s radar is how to improve your intake and lead conversion. This skill is woefully overlooked by most attorneys, 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 small firms a true unique competitive advantage.

The problem is most lawyers believe they and their teams are great when it comes to lead conversion….and most of them are wrong! I understand no attorney wants to admit he or she doesn’t know how to close a deal, but that is not what lead conversion is all about. Lead conversion begins the moment someone initiates contact with you, not after you get them into your office.

An effective lead conversion program depends on two things: (1) a process and (2) a system for tracking the effectiveness of that process.

The more you can automate your lead conversion process, the lower your costs will be. That’s why we developed the Rainmaker Lead Conversion System. It’s a software-generated approach that includes training and consulting with a firm’s staff on best practices, but at the heart of it is a software-driven system that tracks where all your leads are coming from.

It tracks what your conversion rate is by office location if you have multiple offices, by attorney, how many of those appointments actually show up, how many convert to retained clients, and more. After the initial consultation, it sends out auto responder e-mails that follow up and track every single lead. It has a series of action-trigger sequences. It’s a very, very comprehensive system, and if you want to run an effective lead conversion program, you can’t just use Excel.

For more information about our lead conversion services and our other proven marketing strategies, we invite you to call us at 888-588-5891 or visit

Enjoy the webinar.

How to Build a Lifestyle Law Firm

Posted in Rainmaker Retreat Boot Camp

How to Build a Lifestyle Law FirmThe ability to build a “lifestyle law firm” – one that enables you to do what you want, when you want to do it – is the key to financial independence for attorneys.

So how do you start building your own lifestyle law firm? By attending a Rainmaker Retreat.

You never know exactly what will resonate for each attorney who attends a Rainmaker Retreat, our two-day law firm marketing seminar, but you can be sure that each and every one of them will take away something they can put to use right away in their legal practice.

Here are comments from attendees at our Rainmaker Retreat in Atlanta earlier this month:

“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!” -Tom Blackburn, Partner, Personal Injury, Fort Wayne, IN

“Amazing!  Tons of great information, I wish more of our staff members could have come.  We will be hosting a lunch and using the materials from the retreat to get all of our staff on board.”- Lauren Turner, Staff, Personal Injury, Fayetteville, GA

“Stephen Fairley and The Rainmaker Institute pack loads of valuable information in 2 days.  Stephen is informative, energetic and no doubt an expert to be listened to.  Well worth your money and time.” – David Rechtman, Partner, Workers Compensation/Personal Injury, Atlanta, GA

“The session on social media was so good I felt like it alone was worth the cost of attendance.”- Justin Taylor, Solo, Criminal and Personal Injury, Birmingham, AL

“As attorneys, we are focused on the daily grind that comes with our profession.  This retreat forces you to stop and take a serious look at the business.  After all, we all want to retire someday.  This retreat is invaluable.” -T.J. Roberts, Associate, Family Law/Criminal Defense, Angleton, TX

There are 7 key ways that a Rainmaker Retreat differs from other legal marketing seminars:

  1. Specifically designed for owners and managing partners at small law firms and solo practitioners. While Associates, Of Counsel, and Partners at large firms (50+ attorneys) are welcome to attend and will receive benefit from attending, the Rainmaker Retreat is specifically designed to meet the needs, challenges, and financial budgets of solo practitioners and small law firms.
  2. An advanced legal marketing workshop. We work very hard to make the material easy to understand and simple to apply, but please understand this is an advanced, in-depth, hard-hitting law firm marketing course!
  3. You will be taught how to track and measure every legal marketing effort! You will find a big emphasis on tracking the results of your attorney marketing efforts so if you are a numbers kind of person you will LOVE the Rainmaker Retreat!
  4. You will learn a proven lead conversion system. The biggest area attorneys overlook in their legal marketing efforts is how to convert more prospects into paying clients. You will learn the 5 numbers you need to track in your law firm.
  5. It is a working retreat. This means that several times each day you will be given specific marketing tasks to complete with step-by-step instructions. You not only come to listen, learn and discover, but also to practice and apply.
  6. There is a strong focus on return on investment (ROI)! Everything about this workshop is focused on one goal—helping you achieve the best possible results by finding more and better clients in the least amount of time using the least amount of money possible!
  7. 100% money back guarantee! We are so confident you will benefit from the Rainmaker Retreat that we offer a 100% money back guarantee. If you are not completely satisfied at the end of the first day, just let us know, turn your materials in and we will refund your money.

Whatever you learn at a Rainmaker Retreat will help you transform your practice. Here are the upcoming dates:

August 21-22, 2015 — Las Vegas, NV

October 2-3, 2015 — Miami, FL

You can register online for a Rainmaker Retreat or call 888-588-5891 for more information.  National Trial Lawyers members receive a discount. Please contact National Trial Lawyers at 866-665-2852 to receive the discount code.


The Key to Successful Lead Conversion for Law Firms: Fast Follow-Up!

Posted in Lead Conversion

The Key to Successful Lead Conversion for Law Firms: Fast Follow-Up!Those of you who have already attended a Rainmaker Retreat, our two-day law firm marketing seminar, are familiar with the importance of fast follow-up when it comes to lead conversion.

I routinely cite a study that shows leads can go from hot to cold is just five minutes. In addition, a study on the lifespan of sales leads conducted by the Harvard Business Review found that leads contacted within one hour are 7 times more likely to be converted than if the contact was two hours later – and 60 times more likely to be converted than if the contact was 24 hours later.

Fast follow-up is a real stumbling block, especially for solos and small firms who usually rely on attorneys to return a call or email inquiry. This is the first mistake. NEVER have an attorney responsible for following up! You may want to, you may intend to, but it rarely happens because of your workload.

So what to do? Automate the process! You simply cannot be consistently good at lead conversion unless you have a process in place that sends your prospect an immediate message responding to their inquiry.

Every contingency can be planned for in advance with an automatic response system. A prospect calls in, a staff member gets an email address, enters it into the system, and that person is immediately sent an email. That email can encourage them to set an appointment, educate them further about your firm, include some testimonials from other clients, offer a free consultation, or whatever you want to happen next.

The same process can be put in place for leads that you capture through your website, blog or social media posts.

An automated systems also enables you to implement a drip email campaign that guides your prospects along the path to becoming a client. If they miss their initial appointment, this triggers a series of emails encouraging them to reschedule. If they don’t sign with you after the initial meeting, another series of emails prods them to take that step.

All of this can be done without any intervention from busy attorneys. We have implemented many lead generation email campaigns for law firms across the country that have yielded substantial increases in their lead conversion rates.

If you want to learn more about this process, we offer a free marketing strategy session for attorneys – see below for details.


tri-lecrpmvjphvkqdeacqwkgibjwtxkmmjz-v2FREE Law Firm Marketing Strategy Session with a Rainmaker Advisor

Want to discover proven marketing strategies that top law firms are using right now to generate more leads and referrals and convert them into paying clients?

Don’t understand social media or have time for it, but know that your law firm marketing program desperately needs to include it?

Please give us a call at 888-588-5891 or click here to sign up for a free one-on-one Strategy Session with a Rainmaker Advisor who will listen to your specific marketing challenges. 

The Rainmaker Advisors are handpicked and trained to identify marketing strategies that you can implement to grow your practice.


How Attorneys Can Stop Sweating Social Media

Posted in Rainmaker Retreat Boot Camp, Social Media Marketing for Law Firms

How Attorneys Can Stop Sweating Social MediaFear of the unknown is a basic human instinct, and we see it every day when it comes to attorneys and social media.  But with 74% of online adults using social media, it’s time to face your fears!

One way to face your fear is to learn all about proven social media marketing strategies attorneys have used to build their practices at a Rainmaker Retreat, our two-day law firm marketing seminar.

Each Rainmaker Retreat session focuses on the unique problems facing solos and small law firms, providing advanced hands-on training for lead generation, lead conversion, legal marketing automation, and Internet and social media marketing strategies specifically designed to help attorneys generate more and better referrals for their law firm, and convert more prospects into paying clients.

Here are four of the most common fears I hear from attorneys at our Rainmaker Retreats:

“I don’t have enough time.”

You don’t have to spend a lot of time on social media for it to benefit your firm. Choose one or two social media networks where your target market is most likely to be found — for B2C attorneys, the #1 network is Facebook; for B2B attorneys, it’s LinkedIn. Then spend about 30 minutes a day — first thing is best — on creating a post about something of interest to your target market.

“I don’t know what my ‘voice’ should be.”

The voice in your posts should be yours. It should sound human, not corporate. Have your personality and opinions reflect your firm’s marketing strategy and values.

“I don’t know what to post.”

Think about the top 10 problems clients have that you solve, and create posts with solutions to those problems. You can then turn those posts into a free report. How-to articles and FAQs are great ways to showcase your expertise as well. Share interesting and informative articles you’ve found that your audience can relate to, and ask questions to start conversations.

“I’m worried about negative comments.”

Yes, there are some trolls out there who will leave a negative remark every now and then. If it has merit, then you’ve just learned something about how you can improve your service. If it doesn’t have merit, don’t worry — it’s an opportunity to respond professionally to show you care enough to engage. And if it’s just off the wall, no one will pay it any mind.

help meUpcoming Rainmaker Retreat dates include:

August 21-22, 2015 — Las Vegas, NV

October 2-3, 2015 — Miami, FL

You can register online for a Rainmaker Retreat or call 888-588-5891 for more information.  National Trial Lawyers members receive a discount. Please contact National Trial Lawyers at 866-665-2852 to receive the discount code.

How to Fix the Most Common Social Media Mistakes Lawyers Make/Part 3

Posted in Social Media Marketing for Law Firms

How to Fix the Most Common Social Media Mistakes Lawyers Make/Part 3Over the past few days, I’ve posted solutions for the most common social media mistakes lawyers make:

1.  No social media strategy (see 7/21 post)

2.  Taking on too many social media platforms at once (see 7/22 post)

3.  Focusing on follower quantity instead of quality (see 7/22 post)

4.  Putting too much focus on your firm (see 7/22 post)

5.  Treating all social media platforms the same

6.  Ignoring the “social” part of social media

7.  Neglecting to budget properly for a social media marketing program

Here are tips on correcting the final three mistakes on the above list:

Mistake #5: Treating all social media platforms the same. According to the ABA, 78% of attorneys are on more than one social network. However, many law firms make the mistake of posting the same information in the same way across all social media networks. They neglect to take into account the unique attributes of each social media site, and their results suffer for it. Here’s what we’ve found works best on the top 4 social media networks for attorneys:

Facebook: the top destination for B2C attorneys, Facebook posts by lawyers get more shares and likes if they contain a personal anecdote or other human element. Bare-faced firm promotion is a no-go on Facebook; instead, add your spin to contemporary news or trends, share an inspirational quote, or post something about your charitable endeavors.

LinkedIn: works best for B2B attorneys who know how to work it. On LinkedIn, you have the opportunity to post more in-depth thought leader pieces and share them with your own followers as well as targeted LinkedIn groups whose members will find your topic of interest.

Twitter: immediacy is the watchword for Twitter; it is morphing into a news feed and lawyers should take the opportunity to hop on with insightful commentary on trending topics. You can identify those by checking the “Trends” column on the left side of your Twitter page. For example, a family law attorney can link their landing page for a free report on a divorce topic to the current trending topic of the Blake Shelton/Miranda Lambert divorce.

YouTube: if you have not broken into video marketing yet, you are missing a huge opportunity to connect with prospects searching for your expertise. Post informational videos on YouTube and load those videos with relevant keywords so they can be found in search. Google owns YouTube, so having a presence there will also help your search ranking.

Mistake #6: Ignoring the “social” part of social media. Social media is a 365/24/7 world, allowing you to engage with prospects at any time, and they with you. You must be vigilant about responding to posts and questions the same way you would in responding to a prospect that calls or emails you. Every point of contact is an opportunity to make a great impression.

By truly engaging on social media regularly, you strengthen your relationships with people you already know and start building new relationships with people you don’t know – your friends’ friends and followers.

Mistake #7: Neglecting to budget properly for a social media marketing program. While it won’t cost you a dime to sign up on social media networks, maintaining a robust presence on these sites does cost you – either time or money, it’s your choice.

Social media is the fastest way to build your sphere of influence, but it won’t happen overnight. Your sphere of influence is defined as how many people know (1) who you are, (2) who you help, and (3) why you are different.  If you only have 20 people who know enough about you to refer or hire you, then you are severely limited in how much you will be able to grow your practice.   Social media is a long-term play, and you need to commit to spending the time and money (either yours or hiring someone else) to achieve success.


newsletter emailGet More Proven Legal Marketing Strategies FREE from The Rainmaker Institute

One click of your mouse will take you to our website where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox every month.

Each issue is chock-full of legal marketing information you can put to use right away and share with your staff to maximize the effectiveness of your legal marketing plan. Click here now to subscribe to The Rainmaker Institute Law Firm Marketing Newsletter.

How to Fix the Most Common Social Media Mistakes Lawyers Make/Part 2

Posted in Social Media Marketing for Law Firms

How to Fix the Most Common Social Media Mistakes Lawyers Make/Part 2My post yesterday introduced the topic of the most common social media mistakes lawyers make and focused on remedying the #1 mistake by learning how to develop a social media strategy for your law firm.

In this series of posts, I’ll be sharing with you the ways to fix all these common social media mistakes:

1.  No social media strategy (see 7/21 post)

2.  Taking on too many social media platforms at once

3.  Focusing on follower quantity instead of quality

4.  Putting too much focus on your firm

5.  Treating all social media platforms the same

6.  Ignoring the “social” part of social media

7.  Neglecting to budget properly for a social media marketing program

Mistake #2: Taking on too many social media platforms all at once. Many law firms make the mistake of jumping in to social media by putting up profiles on every network and then find they don’t have the time to maintain them all.

You don’t need to be everywhere. You just need to remember that the most important thing in identifying the right social media platform for your firm is to know your target market.   Once you know the demographics of your market, you can then focus on the social media platforms that do the best job of reaching that audience.

If your market is business-to-business, then you want to have a robust presence on LinkedIn.  If you market to consumers, then Facebook is your best bet.  If you want to go after a female clientele, then be sure you have some presence on Pinterest.

Once you have done the necessary homework on knowing your prospect inside and out, then it’s much easier to find the best places to reach them. You can find demographic breakdowns on the most popular social networks from the Pew Research Center’s 2014 Social Media Update.

Mistake #3: Focusing on follower quantity instead of quality. While it may boost your ego to have thousands of follower and fans on social media, it will do nothing to boost your ROI or user engagement if you are just counting heads instead of gathering users who have a real need for your services.

The key here is to use social media to build real relationships and you can start with the relationships you already have. Once you join a social media network, your first step should be to find all your contacts there and invite them to connect with you. Once you do, and they like or comment on what you post, that will spread to their networks as well.

LinkedIn has a great tool called Advanced People Search that allows you to leverage your current contacts to find potential prospects in their LinkedIn circles and groups. Just click on the “Advanced” link next to the search box at the top of the page.

Mistake #4: Putting too much focus on your firm. When crafting social media posts, remember the 80/20 rule — 80% of your posts should be about something of use or interest to your followers and only 20% should be about promoting your firm.

One of the goals of participating on social media is to spread your influence beyond the circle of people who already know you. This occurs when your posts are interesting enough to share. Here are the five types of posts that get the most social media shares:

How-to: These types of posts are perfect for attorneys since they pose a problem, offer a solution and detail the steps in-between.   For example, How to Create an Estate Plan for Your Blended Family or How to Document Your Car Accident.

Lists: Lists are very popular on social media because they’re easy to scan and, frankly, humans just seem to like lists! Examples: Top 5 Ways to Beat That DUI Rap or Top 10 Reasons You Need a Lawyer for Your Startup.

What: Many of these focus on a particular topic and sometimes make comparisons. Example:What Attorneys Used to Know About Social Media and What They Know Now or What the New Florida Spousal Support Law Means for Women.

Why: The “why” post gives people your reasoning for reaching a particular conclusion on a chosen topic. Examples: Why You Should Talk to a Real Estate Attorney Before You Buy or Sell Your House or Why You Need to Review Your Estate Plan Every 2-3 Years.

Video: Nothing works better than video to illustrate a point or legal concept, and to give people a feel for what it would be like to do business with you. Even videos that have nothing to do with your area of practice but just evoke a pleasant emotion are worthy of sharing on social media.


FREE Online Seminar:  How to Develop Your Law Firm Marketing PlanFREE Online Seminar:  How to Develop Your Law Firm Marketing Plan

Join Stephen Fairley for a free 60-minute legal marketing webinar: Develop Your Law Firm Marketing Plan, where you will learn…

A proven legal marketing system that has helped 15,000+ attorneys convert more prospects into paying clients.

Step-by-step actions you should take throughout the course of the next 12 months to substantially increase your revenues.

Effective strategies to win clients in today’s hyper-competitive online focused marketplace.

Creating a marketing plan for your law firm is the first step in building a foundation for a profitable future.  During this complimentary webinar, learn:

  • How to target market to get your ideal client
  • Why your firm is not getting more referrals and how to change it
  • How to select the right marketing tools that will work for your practice and personality
  • Effective online and offline marketing strategies
  • How to create a financial plan to fund your marketing budget
  • The 5 critical components of a Marketing Action Plan (MAP)
  • 4 ways to create a unique competitive advantage
  • What is critical to have in place for today’s hyper-competitive online focused marketplace

Stephen will lead you through the step-by-step actions you should take throughout the course of the next 12 months to substantially increase your revenues.

There are several sessions of this free webinar scheduled; you can choose what works best for you from the drop-down menu when you click on the following link to register online for our FREE Develop Your Law Firm Marketing Plan online seminar.