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5 Common Mistakes Attorneys Make That Kill Their Lead Conversion Rate

Posted in Lead Conversion

5 Common Mistakes Attorneys Make That Kill Their Lead Conversion RateIf your lead conversion rate isn’t where you think it should be, don’t automatically blame it on the quality of your leads. It just may be that you are committing one or more of the following common mistakes attorneys make when following up with leads:

  1. Taking too long to follow up.

Timing is everything when following up on a lead. Research from InsideSales.com shows that you are 100x more likely to connect with a prospect if you follow up within five minutes vs. a half hour.

Unfortunately, fast follow-up is a real stumbling block for most law firms, especially for solos and small firms who usually rely on attorneys to return a call or email inquiry. Even with the best of intentions, because of their daily workload, they rarely do.

So what to do? Automate your lead conversion 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 and subsequent emails to help you keep following up.

  1. Failing to provide value.

When you use an automated process to follow up, you are able to respond with information that your prospect will find immediately useful. Emails are written according to what legal problem the prospect is facing, providing solutions that encourage the prospect to take that next step of scheduling an appointment.

Selling legal services should be approached as a consulting sale, not a product sale. Prospects can easily find background information on firms and attorneys on the Internet; when you contact them, they are looking for more, not just a recitation of facts they could easily read on your website.

  1. Not understanding the prospect.

The primary reason why someone hires an attorney is to alleviate his or her “pain.” They may use words like “goal,” “challenge” “problem” or “issue,” but their pain is whatever they are experiencing that they want you to fix.

Once you understand the signs to look for, use these tips to turn a prospect with pain into a paying client:

  • Know how your prospects typically define and describe their “pain.”
  • Talk about the problem using their language.
  • They will feel you listened to them if you ask them a lot of questions about their problem and their pain.
  • Don’t waste time describing the process you will use to resolve their pain. Instead, focus on helping them understand your solution and results.
  • Give them a sense of hope, that things can get better and you know how to help.
  • Project confidence in your ability to help.
  • Listen to them and make them feel understood or they won’t listen to you.

Lead conversion begins with listening, then digging deeper to get the whole picture of a potential client’s needs and taking the time to talk with them about how you can help.

  1. Not demonstrating empathy.

We do a lot of secret shopper calls to law firms around the country.  Unfortunately, we’ve found that 95% of the firms we are calling are doing a poor job at compelling our caller to do business with that firm or attorney.

Our caller contacts personal injury firms all the time and the person on the other end of the phone never even says, “I’m sorry you were in an accident.” He/she immediately begins to ask questions without showing compassion.

Fixing this is not hard.  You just need to put a process in place that works for you and train your people to follow that process.  Sometimes the simplest fixes can provide compelling results – and this is a simple fix that can make a real difference in your appointment rates.

  1. Not understanding the prospect’s buyer stage.

There are four stages a prospect goes through on their journey to selecting an attorney: awareness, consideration, evaluation and decision. Each of these stages demands a different type of approach. Not understanding where your prospect is in his or her buying stage is a signal to the prospect that you do not understand their needs.

The content you share and conversations you have with prospects as you lead them through the purchase process must be tailored to their needs, not yours.

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FREE REPORT: Why Your Law Firm is Failing at Lead ConversionFREE 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 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.

In the new 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!

The 5 Fundamentals of Building a Healthy Referral Network

Posted in Generating Referrals for Attorneys

The 5 Fundamentals of Building a Healthy Referral NetworkIn my 18 years of counseling attorneys on how to build a robust referral network, I’ve seen that too many firms rely on random referrals, which is just what the term implies — referrals that may or may not come. A strong referral base is only built over a period of time, and is based on cultivating long-term, meaningful relationships with reliable sources.

Here are five fundamental keys to building a healthy referral network:

#1: Do not try to be a generalist. The fastest way to lose referrals from other professionals is by practicing several different kinds of law. In fact, every practice area you add over your primary one will cost you many, many referrals over time. For example, if most of your practice is transactional business law, and occasionally you take on a litigation matter for an existing client, but you introduce yourself at networking events and on your website as someone who does business transactional and commercial litigation, every litigation attorney will now see you as a competitor, not a potential referral source.

#2: Actively build relationships with at least five to 10 new referral sources each year. I know, it’s easier said than done, but the best way to have your practice “crash and burn” is to totally rely on a handful of referral sources. As the saying goes, “it’s not a matter of if, but when” one or more of your referral sources will dry up. Make it your goal to meet and develop at least one new referral source per month, then cultivate that relationship by staying connected every month. Remember, referrals are a numbers game. Not every referral source will be in a position to send you a referral every month, so if you are relying on three to five people to send you the bulk of your business, you can rest assured that you will have some really slow months. The most vibrant practices, have a constant influx of new referral sources on a regular basis.

#3: Keep in touch on a consistent basis, at least 5-10 times per year. This can be a combination of a “reconnecting” email, commenting on their LinkedIn or Facebook post, sending out a monthly newsletter, making a phone call, going to lunch, sending small thank you gifts, and visits to their office twice per year. If you want to build a thriving network of attorney referral sources, you must be prepared to go out of your way to generate referrals for them as well. Developing a relationship is a two-way process. It can’t just be you asking your legal peers for referrals when you see them. It requires regular contact, and you showing as much concern for their business as you are asking them to show for yours.

#4: Send a thank you card or gift for every single referral they make. I recently sent a referral to a new Google pay-per-click company I just met here in the Valley. Within a week I had received a thank you note and a box of brownies… and so did my assistant. It was a very nice touch, and made a big impression on me. Since then, I’ve sent them three more referrals. Say ‘thank you’ every single time, regardless of whether you land the client or not.

#5: Do not just rely on other attorneys for referrals. Many of the best referral sources can be outside of the legal industry. For example, if you are a divorce attorney, develop relationships with psychologists and marriage and family counselors. If you are a criminal defense attorney, connect with substance abuse therapists. If you are a real estate attorney, seek to build relationships with commercial real estate brokers. If you are a business attorney, attend networking events filled with CPAs. If you are an estate planning attorney, reach out to financial advisers and planners. Be willing to look outside of your existing network to other non-legal professionals.

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Secrets to Creating a Successful Law Firm Blog

Posted in Law Firm Marketing

A law firm blog is one of the best ways for attorneys to get to the top of Google for targeted search results because, when done right, it is the best way to push fresh content into the search engines.

In addition, social media research by HubSpot shows that companies with blogs generate 67% more leads than companies that do not have a blog!

Some of the key benefits of blogging for attorneys include:

  • A blog regularly adds fresh content to your firm’s website.
  • A blog provides material that can be posted on social media sites including LinkedIn, Twitter and Facebook.
  • Sharing blog posts “socially” will increase your visibility, drive inbound links to your firm’s website, and lead to improved SEO results, meaning your law firm’s website will rank better in search engine results.
  • A blog establishes you as a thought leader and expert in your field, as well as builds awareness about your practice and your firm, increasing client engagement and generating potential business leads.
  • The more frequently you blog, the more assets you build and the more credibility and visibility you gain.

There is no denying the value of blogging when it comes to law firm marketing. The infographic below from Orbit Media Studios provides some tips for a successful law firm blog:

Secrets to Creating a Successful Law Firm Blog

Lifestyle Law Firm Interview with Doug Thomas of Thomas Pollart & Miller, LLC

Posted in Law Firm Development, Law Firm Management
Lifestyle Law Firm Interview with Doug Thomas of Thomas Pollart & Miller, LLC

Doug Thomas, Thomas Pollart & Miller, LLC

I’d like to share with you an interview with one attorney who took what most lawyers can identify with as an adverse condition — grinding away at a practice he found unfulfilling — to reinvent himself and create a lifestyle law firm in a way that is truly inspiring.

Recently, our Director of Sales, Adam Reiman, sat down with Doug Thomas of Thomas Pollart & Miller LLC, a civil litigation law firm that provides legal services to businesses throughout Colorado, Nebraska and Utah, for an interview about how he has created a lifestyle law firm, one that allows him to not only enjoy his work but that also affords him the opportunity for real balance in his life. Enjoy!

AR: What inspired you to start your own law firm?

DT: I would say that the number one thing that inspired me to start my own law firm was independence. I was seeking a better lifestyle, I was seeking more independence and autonomy in my practice of law, and so that led me to start my own firm. Independence, autonomy, and a better lifestyle.

AR: And where were you before? Were you working for a larger firm before you started the firm?

DT: I actually was partners with another guy in a different law firm. We had 23 attorneys at the time I left, so we were a fairly medium-sized firm. And I think that I felt pigeon-holed. We did a lot of insurance defense work and it was a grind and I was looking for more independence and a better lifestyle.

AR: Can you share why you decided to pick the practice you’re in right now?

DT: Well, it was very pragmatic; it wasn’t ideological, it was pragmatic. The firm was looking to diversify its practice areas into other areas. And we had a senior attorney who had done divorce law and we looked around and had five or six attorneys that in the past or sometime in their career had done divorce. And it made sense for us to diversify to the family law area, so it was a very pragmatic reason for diversifying and starting the family law practice.

AR: Got it. And you’ve added in some other practice areas since that time, right?

DT: We subsequently added in a criminal defense practice. It’s a much smaller component, but again, it was a way to diversify and as we looked around the firm, we had a lot of attorneys that were either former district attorneys or former public defenders. And so the human capital was there. We had the expertise and all we needed to do was move forward with it. So, again, it was a very pragmatic reason for doing it and a very practical approach to it.

AR: Share with us if you can remember any good stories from back in the day when you first started out?

DT: Well, Adam, I have lots of good stories, but one of them I think about all the time that I kind of always remind myself about occurred right after we started the family law practice. We outsourced our SEO — search engine optimization — to a guy who came to us on a recommendation. Within six months of doing that, we were not only on the first page of Google, we were number one and we really thought we were kings of the world. And probably three months after that, Google changed its algorithm and we ended up on page 15.

AR: Uh oh.

DT: And it’s a reminder to me that in the world of law firm marketing and advertising, there is no cheap and easy ways, and if you think there are, eventually you’re going to get burned.

AR: Right.

DT: And every once in a while, I think back to that example, I think back to the struggle that we had to make to overcome that penalty. And so, while it’s not a good story as in a funny story or one of achievement, it is a good story in that it always reminds me that there is no cheap and easy ways to marketing and advertising.

AR: That’s a great cautionary tale. So, talk about how you fought your way back from page 15?

DT: The answer is you go back to the basics. You fight your way up from page 15 by doing everything above board. I obviously switched SEO vendors to a more reputable firm. Then you go back to the basics. And the basics are website content, blogging and videos and adding pages and you slowly grind your way back out of it.

AR: Talk about your growth the last few years as a firm – where you were and where you are today and what do you attribute to your success?

DT: So, the larger firm has grown from three attorneys and one paralegal to currently 32 attorneys. We now have 81 employees.

AR: Wow.

DT: Over the last 13 years, we’ve had considerable growth and I attribute that to having partners who can market. I also attribute that to having great management and I attribute that to having great people around us.

I think growth comes down to three things. First, there is marketing and advertising and sales. There is great management and leadership, and then there’s the people — the human infrastructure –that makes it all work. And, it takes all three of those things.

AR: I also think something that should be mentioned is part of that success also has got to be due to client experience and being different from your competitors. So, what are the things you think that differentiate your firm from your competitors and how would you describe your client experience? 

DT: I think we come at it from the philosophical standpoint that we are really customer service representatives who happen to practice law. We’re not lawyers who try to give good customer service, we come at it from the angle that we’re really customer service representatives who just happen to practice law.

Everybody talks about service, but we try to drive it home through a philosophical standpoint that this is what we do. We can’t control the outcomes of trials, there’s a judge or a jury or someone else who may be controlling the outcome. But we can control how we react to everything along the way and we can control to some degree the customer’s experience.

And so, it’s really important for us impart to every single attorney that we are simply customer service representatives who happen to practice law.

AR: That’s a phenomenal philosophy, because it is unique and special in the legal space to hear somebody take that sort of attitude. Are there any client experiences as a result of your philosophy that you’re most proud of?

DT: All of our practices are essentially litigation-oriented. You go to court, you’re either doing jury trials or trials to judges. And, from an attorney’s standpoint, it isn’t always the most glamorous occupation. It’s often difficult; judges are cranky, clients are cranky.

And, I think any attorney who’s practiced litigation-orientated law — whether it’s divorce whether it’s criminal defense or whether it’s insurance defense — if you’re in court a lot, the thing most attorneys remember is a simple thank-you.

I can tell you that over the 25 years I’ve been practicing, that I have every single thank you card I’ve ever received in a drawer because there are not a lot of them. It’s a thankless position and I think most attorneys take great pride when a client thanks them.

And I think today, attorneys take great pride when they get a 5-star review somewhere. It makes them feel that they’ve done something beyond the practice of the law, that they’ve truly helped somebody and that the client appreciates it. So, if you ask me what I think what makes attorneys really tick and feel special, it’s a simple thank you or a great review.

AR: So do you have one in particular that stands out in those 25 years that you keep in your drawer and refer to when you’re having a bad day that helps turn your day around?

DT: To some degree, all litigation is contentious. You know, when you’re arguing and debating with the opposing attorney all day long, things are contentious.

One day, one of the opposing attorney’s paralegals called me and asked me for a favor, if I would give them some direction on a brief they were writing. It wasn’t on a case that I was against the attorney on, it was a totally separate case.

Now this was an opposing counsel I did not like and had never really liked, but I nevertheless helped the paralegal. I figured it wasn’t going to hurt to be a nice guy. I helped her with this brief, gave her direction and the next thing I know I got a thank-you card and Colorado Avalanche golf balls in the mail.

And it made me realize that even though there is a contentiousness to the opposing attorney, at the end of the day we’re all human and helping each other goes a long way.

AR: So what are some of the challenges you face as you’ve grown?

DT: I think growth itself creates challenges because in order for our law firm to grow, individuals have to grow as well. There has to be internal growth and human growth or else you can’t grow your law firm.

The legal profession has become very, very competitive. Marketing is more competitive and the drive for clients is more competitive, especially in Colorado because a lot of attorneys have moved here. We have high percentage of attorneys living in Colorado and it’s a very, very competitive environment.

To be able to maintain your sense of decorum and humanity while you grow and get through a very competitive environment is often difficult. And I think the practice of law has become a very competitive practice.

The other challenge I think that’s out there is the challenge of technology. Technology has probably influenced the practice of law almost as much as any other business. And I think it’s really important for attorneys in particular to keep up with technology in their day-to-day business and in marketing.

There is also a human challenge — the challenge of personal growth and how you manage people and your own time to live a balanced life.

AR: Talk a little bit about The Rainmaker Institute and how we have fit into this grand puzzle of yours. What pushed you to decide to partner with The Rainmaker Institute and how has it been helpful for your business?

DT: I became familiar with The Rainmaker Institute because I knew something was wrong with our consumer practices, something was wrong with our divorce practice, our family law practice and I couldn’t figure out what it was.

I was looking for information about law firm conversion ratios for family law and consumer practices. And I found information on the Rainmaker’s website, an article Rainmaker had written about lead conversion. And so I started following The Rainmaker Institute and then I saw newsletters about the Rainmaker Retreats. I went to one and that kind of started the ball rolling.

The Rainmaker Institute didn’t really have to sell me because the philosophy of The Rainmaker Institute is the philosophy I’ve always ascribed to. And that is when it comes to lead conversion, I ascribe to the motto that the purpose of all advertising and marketing is to create leads, the purpose of all leads is to create appointments and the purpose of all appointments is to create clients. That’s the Rainmaker philosophy and that fits with my philosophy and my method or my system of doing business, so it was easy for me to sign up and go.

I think what The Rainmaker Institute brings to our law firm is a system. If I were to tell any law firm out there what it takes to be successful, it’s that you have to have a system. And whether it’s the Rainmaker’s system or any other system, if you don’t have one you’re not going to be successful.

And so, Rainmaker brings a system to us, it brings a system for tracking, marketing, and converting every single lead that comes into our law firm. And that’s what it brings to the practice first and foremost.

On the family law side, it’s extremely important to converting clients. We found that on the family law side, most clients do not sign up at the initial intake meeting. They think about the divorce, they think about their child custody issues, they think about parenting time, and they come back to us later.

The Rainmaker system allows us to stay in touch with those clients in a systematic way and to remind these potential clients we’re there and eventually convert those potential clients into real paying clients. So, that’s a very important aspect of our business.

And then, the last thing I think that really matters to us is the fact that I get the Rainmaker consultants. I get Kelly Woodward on the phone once a month and I get the Rainmaker’s national expertise. The Rainmaker group talks to law firms all over the United States every day and when I get on the phone once a month with you guys, I get your expertise. I get help, I get insight, I know what other people are doing and it gives me a built-in consultant every month that helps me run my business.

So, I think Rainmaker brings a lot of things to our table. It brings a systematic approach to lead conversion. It brings national consultants to my practice and national expertise to my practice. And I think it’s been instrumental in the success of our family law firm.

AR: Fantastic. That’s great news. It’s been our pleasure to participate in your firm’s growth and to have been there all along is just wonderful for all of us. We love to see good things happen to good people.

DT: I think the one thing about having a system, Adam, is I do believe in the philosophy that I manage the managers, the managers manage the system, and the system runs the firm. And so, I don’t have to be present every second of the day in order for the firm to operate. I have a good team, a good system and that gives me that freedom to be able to spend time with my family and do some of the things I enjoy.

One of the things that makes me smile the most is, I’ll be on vacation with my family in Hawaii and I’ll see the new clients signing up on the e-mails and you’ve just got to smile because you know your business is growing while you’re on vacation.

AR: It’s great to take a little peek at the dashboard while you’re sitting on a beach in Maui and know that things are still running and the wheels haven’t fallen off while you’ve been gone. 

DT: Absolutely. Absolutely.

AR: Is there anything else that you want to add?

DT: I think there is one other thing and that is that we all live in a community and have a desire to pay back to that community.

And so one of the things the firm does is we choose a charity every month. We have the employees give us all their favorite charities, then put them all in a hat and we draw 12 charities. Then, once a month, the employees can wear jeans to work, but only if they contribute $3 to the charity. On average. we raise about $250-300 every month for a new charity.

AR: Another great idea!! Thanks for your thoughts here, Doug, and thanks for your support of The Rainmaker Institute. We can’t do what we do without guys like you.

DT: All right, Adam. Thanks so much and, again, I have to say I’ve always appreciated everything The Rainmaker Institute has brought to our table as well.

 

9 Tips to Ensure the Success of Your Law Firm Marketing Plan

Posted in Law Firm Marketing

9 Tips to Ensure the Success of Your Law Firm Marketing PlanAs you review the systems your law firm must have to be successful, pay particular attention to your law firm marketing plan and the systems that support it. A well-designed plan is practically useless if you do not have strong systems to support the legal marketing strategies in your plan.

Here are some tips on how you can develop systems that will make your law firm marketing plan more effective:

  1. Create a written 12-month marketing plan for the law firm.  Put down in writing all of the goals and steps necessary to achieve those goals.
  2. Develop processes and procedures to capture major marketing metrics and data.  You have to know the “lay of the land” if you are to be effective.
  3. Identify major lead sources and create tracking mechanisms to measure results.  Know where your referrals and leads come from and chart the volume of those leads and referrals.
  4. Develop reports for tracking the effectiveness of your law firm marketing efforts.  You have to know what is working and what is not.  Don’t waste time and money on techniques that are not effective for you.
  5. Create metrics for quantifying ROI of all major marketing initiatives.  If technique A has a ROI of 10 and Technique B has a ROI of 5, which one should receive the bulk of your attention?
  6. Develop an online marketing system to generate leads and prospects from the Internet. Use your website, blogs, news releases and YouTube videos to help generate leads for your firm.
  7. Build a system to develop relationships with potential referral sources and generate consistent referrals from them.  Take people to lunch.  Meet face-to-face and ask how you can help them with their business.
  8. Create a system for connecting with prospects, clients and referral sources on a regular, consistent basis. This include monthly newsletters, annual client satisfaction surveys, keep-in-touch letters, referral education system, etc.
  9. Train your staff on how to use the systems you have put in place.  The best plans in the world are useless if they are not implemented.

Following these guidelines will help you design a legal marketing system that will generate leads and referrals, allow you to convert those leads into clients, who will then generate more leads and referrals.  But remember: it does take time, and some money, to make it work.

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New Year Webinar 1/11: How to Develop Your Law Firm Marketing PlanDon’t Miss This Free Webinar Tomorrow (1/11) on How to Develop Your Law Firm Marketing Plan!

Join me on Wednesday, Jan. 11 at Noon ET/9 a.m. PT and discover:

  • 3 critical areas you must focus on to make this your best year ever!
  • Why your law firm is not getting more referrals and how to change it fast
  • How to find more clients you love to work with and who consistently pay you on time
  • How to select the right marketing tools that will work for your practice and personality
  • The most cost effective online and offline marketing strategies for your practice area
  • The 5 critical components of a Marketing Action Plan (MAP)

FREE BONUS: When you attend this free webinar, you will also be given free access to a 10-page, comprehensive Marketing Action Plan you and your team can use to create your 2017 plan!

Click to claim your spot now! If the time doesn’t work for you, register anyway and you’ll get access to a recording of this free webinar.

 

 

Webinar Wednesday 1/11: How to Develop Your Law Firm Marketing Plan

Posted in Law Firm Marketing

Webinar Wednesday 1/11: How to Develop Your Law Firm Marketing PlanAre you still wondering why a law firm marketing plan is a necessity? I can think of 8 good reasons:

A marketing plan increases your chances of survival over the long haul. A solid, well-planned guide keeps you from making serious mistakes that can quickly sink your business.

A marketing plan provides structure. Creating a solid business plan provides structure and a context for everyday activities, while helping to fit daily activities into the context of a larger, more strategic plan of how you are going to grow your business.

A marketing plan keeps you on track. Staying on track amidst the day-to-day distractions and assessing opportunities to see if they fit with your long-term goals is another way that a comprehensive marketing plan can help you stay on track.

A marketing plan helps you tally the cost of creating before you start building.  By knowing your financial costs and risks ahead of time, you can more effectively plot your growth strategy and manage your budget.

A marketing plan helps you think outside the box.  Emulating someone else’s business model simply because you don’t want to devote the time and resources to developing your own marketing plan is fraught with a number of dangers. For example, if you copy someone else’s business model, you will likely wind up copying their mistakes as well. You can also miss opportunities that are perfect for your business because of your distinctive experience, knowledge, background, location, or target demographics.

A marketing plan helps you create a vision for the future. In the end, your business will be driven by your vision — and the process of developing that vision is critical to your business success.

A marketing plan helps you evaluate your success. It is crucial to set up measurable objectives in advance so you are able to compare your results against those objectives to learn where you succeeded and where you fell short.  If you don’t know where you are going, how will you know when you get there?

A marketing plan demonstrates you are committed to your business. Being committed to growing your business starts with laying a good foundation for that future growth, with clearly delineated steps for those in the organization to follow so they can contribute to your success.

As you look to the New Year and plan for your future, I would like to personally invite you to invest 60 minutes of your time to work on your business by learning how to craft a comprehensive law firm marketing plan.

Join me on Wednesday, Jan. 11 at Noon ET/9 a.m. PT and uncover:

  • 3 critical areas you must focus on to make this your best year ever!
  • Why your law firm is not getting more referrals and how to change it fast
  • How to find more clients you love to work with and who consistently pay you on time
  • How to select the right marketing tools that will work for your practice and personality
  • The most cost effective online and offline marketing strategies for your practice area
  • The 5 critical components of a Marketing Action Plan (MAP)

FREE BONUS: When you attend this webinar, you will also be given free access to a 10-page, comprehensive Marketing Action Plan you and your team can use to create your 2017 plan!

Click to claim your spot now! If the time doesn’t work for you, register anyway and you’ll get access to a recording of this free webinar.

 

In 2017, Online Marketing Is All About Video

Posted in Law Firm Marketing

According to the Pew Internet Project, 78% of adult Internet users watch video online – on YouTube, their smartphones and on social media networks.  That’s almost everyone.

In fact, legal video is one of the best ways to convert prospects into paying clients. We are visual beings and when we see someone talking on video we see their expressions, hear their voice and can begin to feel a shared reality with the person we are looking to do business with.

People buy emotionally and justify logically, so the more emotion you can conjure on your website with videos the better. Here are some tips for making videos that connect with prospects:

  • Look professional — wear a suit.
  • Clean up your office so the viewer can’t see piles of stuff on your desk or credenza.
  • Prepare what you are going to say but don’t read from a script.
  • Produce at least one video that says what you do, but use the rest to provide actual educational content (for example, if you are a business attorney, do segments on different subjects like tax, employment law, IP, business formation and business planning).
  • Post your videos on your website and create your own YouTube channel with links back to your site and/or blog.

This infographic from HighQ illustrates exactly why video should be an integral part of your law firm marketing mix in 2017:

In 2017, Online Marketing Is All About Video

 

legal video

5 Killer Online Marketing Strategies for Law Firms

Posted in Internet Marketing for Lawyers

5 Killer Online Marketing Strategies for Law FirmsCertainly by now we can all agree that the Internet has transformed the legal industry, from how you market your law firm to how legal services are delivered. Still, for many lawyers, the Internet is a confusing place with so many options that can either make you or break you.

So let me help simplify things for you. Here are five online marketing strategies that are gold when it comes to delivering leads and boosting your brand:

Narrow your choices. Unless you have an unlimited marketing budget, you can’t do it all — SEO, social media, pay-per-click, content marketing, email marketing, etc. If you throw a little bit at everything — the shotgun approach — you are wasting your money. Instead, focus on two things: (1) where your potential clients are, and (2) what you can measure. You have to be able to measure your success (or failure) to discover what works for your area of practice and to be able to build on the successes.

Use Facebook ads. There are 1.4 billion monthly Facebook users and half of those log in every day. One of the most powerful features of Facebook is ad targeting, the ability to layer targeting options on top of one another to create a highly specific audience. This enables you to target locally and get your ads in front of people who need your services now. Facebook ads are low-cost, so you can experiment to see what resonates with your potential clients and then repeat what works.

Capture leads with what you know. There is a vast amount of basic information you know that prospects want. And there are a number of tools available for you to disseminate this information to them, including blogs, eBooks and free reports. Offer these in exchange for contact information as added value and the leads will follow.

Think mobile. If your law firm website is not already optimized for mobile, make that happen fast. Mobile-friendly sites perform better in search results and also provide a better user experience for prospects.

Automate your lead conversion. A comprehensive law firm marketing program that embraces multiple marketing tools – SEO, PPC, ads, email marketing, social media, blogs, etc. – means leads come in from many different sources. If you don’t have an automated way to deal with them, leads will slip through the cracks and all that hard work and financial investment will be for nothing. Small law firms lose tens to hundreds of thousands of dollars every year because they aren’t tracking their leads and quickly following up with them. Mid-sized law firms are losing millions. Lost leads also hurt your reputation with your referral sources if they supplied the referral and your team doesn’t follow through on the lead.

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New Year Webinar 1/11: How to Develop Your Law Firm Marketing PlanNew Year Webinar 1/11: How to Develop Your Law Firm Marketing Plan

As you look to the New Year and plan for your future, I would like to personally invite you to invest 60 minutes of your time to work on your business.

Join me on Wednesday, Jan. 11 at Noon ET/9 a.m. PT and uncover:

  • 3 critical areas you must focus on to make this your best year ever!
  • Why your law firm is not getting more referrals and how to change it fast
  • How to find more clients you love to work with and who consistently pay you on time
  • How to select the right marketing tools that will work for your practice and personality
  • The most cost effective online and offline marketing strategies for your practice area
  • The 5 critical components of a Marketing Action Plan (MAP)

FREE BONUS: When you attend this webinar, you will also be given free access to a 10-page, comprehensive Marketing Action Plan you and your team can use to create your 2017 plan!

Click to claim your spot now!

A Blueprint for Building a Successful Law Firm in 2017

Posted in Internet Marketing for Lawyers, Law Firm Development

A Blueprint for Building a Successful Law Firm in 2017There are certain similarities that successful law firms have that unsuccessful ones don’t.  I call them habits, since they must be deeply ingrained in an organization to bear full fruit.

A few years ago, Forrester Research — a global business research and advisory firm — studied the successful habits of small businesses, and it is uncanny how those habits match up with the ones I’ve observed (and help put in place) at highly successful law firms:

  1. An emphasis on online over offline marketing strategies.
  2. A focus on new business leads and client lifetime value over client acquisition cost savings.
  3. The execution of highly-optimized, multi-channel campaigns leveraging email, digital and social media.
  4. Nurturing leads carefully until the time is right rather than trying to sell from the get-go.
  5. Collecting the metrics that matter and measuring results in order to repeat and improve.
  6. A willingness to change business models that are no longer working for the firm because of changes in the marketplace due to technology or consumer preferences.
  7. Maintaining — or even increasing — marketing budgets in order to increase business momentum, seize new opportunities, and gain a competitive advantage.

If you’re still struggling to find success for your law firm, consider attending one of our Rainmaker Retreats in 2017. Many attorneys fail to recognize that the business of law is much more than just the practice of law. This is not surprising, since the business side of the law is not taught in law schools. The purpose of the Rainmaker Retreat is to teach solos and small firms how to succeed at the business of law.

Here are the upcoming sessions for the next three months:

  • January 13-14, 2017 — Las Vegas, NV/Four Seasons Hotel Las Vegas
  • February 10-11, 2017 — Miami, FL/Sonesta Coconut Grove
  • March 10-11, 2017 — Dallas, TX/Fairmont Dallas

If you feel it’s time to stop making excuses for your lack of success and do something about it, register online now for a Rainmaker Retreat or call 888-588-5891 for more information.