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Law firm marketing and business development strategies

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Avoid These SEO Mistakes to Improve Your Law Firm’s Search Ranking [Infographic]

Posted in SEO for law firms

Getting on the first page of Google is every law firm marketer’s mission.  That’s because current research shows that most people — 94%! — won’t look beyond the first page of their Google search results.  So acquiring that piece of rare real estate is key if you want to build a strong online presence for your law firm.

Competition is fierce in the legal category and you need to use every weapon available to fight your way to the first page. Many of these are technical issues that are easily remedied — but first you need to be aware of their importance and the impact they have on your search ranking.

This infographic from SEMrush identifies 40 technical SEO mistakes that could be hurting your ability to rank high on search engine results pages. Hand it off to your SEO team and ask them to make sure your site is not committing any of these violations:

Avoid These SEO Mistakes to Improve Your Law Firm’s Search Ranking [Infographic]

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FREE WEBINAR for Attorneys: How to Manage Your Online Reputation

A bad reputation could cost you everything, but this online training course on How to Protect, Build & Leverage Your Online Reputation will cost you nothing!

Take a moment right now and Google yourself. If you don’t like what you see, maybe you need to make more effort to manage your online reputation. And if you don’t have a clue how to do this, then this free online training session is for you!

Here’s what you’ll learn during this free one-hour online training session:

  • How to get feedback from 100% of your clients without risking a negative review online.
  • How to address both positive and negative reviews online so that both of them bring you business.
  • How to use online reviews to beat your competition, no matter what their marketing budget is.
  • A proven process for requesting and collecting reviews that will outperform anything you’ve ever tried.
  • series of word-for-word scripts that you can use to build your reputation today.
  • The top 5 ways to use your best reviews to boost conversion rate and maximize your marketing ROI.
  • How to put little-known best practices to work for you and gain from the experience of thousands of clients who went before you.

This online training event is presented by Michael Veinbergs, CEO of Local Marketing Geeks. Michael is an online marketing expert, a well known speaker and the owner of one of the premier online marketing agencies in the country focused on helping attorneys 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 marketing and more.

Register online now for the free online training on How to Protect, Build & Leverage Your Online Reputation. We’ll send you the link via email and you can share it with your staff and other attorneys in your practice.

6 Winning Search Strategies for Law Firm Marketing

Posted in SEO for law firms

6 Winning Search Strategies for Law Firm MarketingLaw firms should take it as a given by now that online search plays a crucial role in business development, especially for B2C law firms. Consumers needing legal services will turn to the Internet first to research their options. Even when a friend has recommended an attorney, you can bet that referral is being researched online before a call is made.

If you do not rank well in search — being on the first page is key — you are losing potential clients to competitors that have deployed better search strategies than you have. So it’s way past time for law firms to get savvy about search.

Here are six organic search tactics that have proven to be especially effective for law firms:

  1. Focus on specialized keywords.

When potential clients search for an attorney online, there are specific keywords they typically use that are related to:

Location — search engines like Google know that when we search for a business service, we are likely to be looking for one nearby. This is why when you start typing what you are looking for in the Google search bar, the words “near me” are likely to pop up in association with the service you’re searching for. Using location-specific keywords like “Phoenix divorce attorney” is key in ranking well for location-specific searches.

Area of practice — people looking for a lawyer rarely search using just the word “lawyer.” They are much more likely to search for specific practice areas — divorce lawyer, business lawyer, personal injury lawyer, etc. Be sure you are using keywords that focus on your specific practice area(s).

Purchase intent — consumers ready to hire an attorney right away usually use keywords that signal where they are in the buying cycle. High-intent keywords may include the term “best” as in “best Phoenix divorce attorney,” while those who are in the early stages of the buying cycle use low-intent keywords like, “what does a divorce attorney cost?” Using high-intent keywords enables you to capture more search traffic from prospects that are ready to hire.

  1. Boost SEO with optimized content.

Demonstrating expertise in your practice area through your website and blog content not only helps you connect with prospects, it can also help you rank better in search. Develop optimized content that addresses the common issues your clients face in a few different formats — as blog posts, Q&A section (for voice search), and individual pages on your website. If you need help, consider adding the SEO Writing Assistant tool from SEMrush to your WordPress blog or Google document that will let you see how well your content is written for SEO purposes and makes recommendations for improvement.

  1. Choose a GMB niche.

Your Google My Business (GMB) page allows you to choose a niche for your law firm. Don’t make the mistake of just choosing “attorney.” Instead, choose the category that describes your practice area — tax attorney, bankruptcy attorney, patent attorney, etc.

  1. Focus on link building.

Having links from other authoritative websites with high traffic will really help improve your search ranking. Broken links will put a ding in that score, so first review your website or blog to see if there are any broken links that need to be fixed. To get links, you need to concentrate on producing high quality content. Guest posts on blogs and website in your niche help you gain valuable backlinks. So does adding your website to highly reputable lists like these:

  1. Utilize schema markup.

Schema markup is code that tells Google important things about your business that can then be more readily displayed in Google’s search engine results pages. If you use WordPress, there are plugins available that will generate the schema for you. There are also online schema markup generators that makes it easy to produce schema markup for your content.

  1. Obtain more reviews.

Reviews count for a lot in search results, so you want to be sure you have them on your website and highly trafficked review sites, including legal platforms like Avvo. Read my previous post on 5 Tips for Getting 5-Star Reviews.

New Consumer Insights Your Law Firm Marketing Plan Needs to Consider

Posted in Law Firm Marketing

New Consumer Insights Your Law Firm Marketing Plan Needs to ConsiderConsumer insights are important when crafting a law firm marketing plan, and they have certainly changed a lot in the last few years. A new consumer content study by Adobe lists five significant changes that you need to dial in to your marketing planning for 2019, including:

Consumers spend almost 9 hours on average every day engaging with digital media.

Does that number sound high to you? Then consider this: Millennials (23-34) spend 10.9 hours and Gen Z (18-22) spends 11.4 hours on their digital devices daily. According to the Adobe study, you can attribute much of this phenomenon to FOMO — Fear Of Missing Out — as well as the advances in technology that allow us to do almost anything on our phones today.

This means a couple of things for marketing your law firm — (1) there is no doubt that you should use digital marketing to reach your target market; and (2), you need to be as different as possible with your content to stand out.

Consumers are impatient.

The Adobe study found that more than half of consumers surveyed said they will abandon content that is too slow to load. And “too slow” usually means content that doesn’t appear immediately — within a few seconds. They will also abandon content that is poorly written and websites that are poorly designed.

And here’s a surprise: the demographic groups that are the least patient when it comes to content not displaying quickly or well enough are Baby Boomers (50-64) and Traditionalists (65+)!

Reviews matter.

The #1 place a consumer visits when researching a purchase (goods or services) is a brand’s website, but a close 2nd is online reviews, followed by social media and video channels.

Voice search emerging in importance.

While sounding the death knell for the keyword is premature, emerging technologies like voice search are on the rise. Crafting content that makes it easier for consumers to find you when using digital assistants like Google Home, Siri, etc., will only continue to grow in importance.

Trust in social media is high.

It’s not surprising that the generations that grew up with social media — Millennials and Gen Zers — trust it the most. However, social media is also trusted by 70% of Gen Xers (35-49) and 52% of Baby Boomers. According to the Adobe study, Facebook and YouTube are the most trusted social networks and both have earned a place in your law firm marketing plan.

Twitter Tips for Attorneys to Increase Engagement

Posted in Social Media Marketing for Law Firms

Twitter Tips for Attorneys to Increase EngagementIf you’d like to start using Twitter — or if you’ve already started but want to do better — here are some tips for attorneys on how to engage:

Pick a trending topic and offer your own spin. Every time you sign in, your Twitter home page will give you a list of topics that are currently trending on the site. You can even customize this feed for your geographical area. Picking a trending topic and adding your own spin on it is a good way to get more attention for your posts.

Perk up your profile. Be sure you have a current photo of yourself on your profile. Most people prefer to follow a person instead of a company.

Add followers. Syncing your contact list to Twitter is a good way to get followers quickly.

Use visuals to be visible.  Posts with photos and video get more attention on Twitter than strictly text posts.

Share amazing content. Don’t tweet unless you have something of value to your followers to offer. Quality always trumps quantity (pun intended).

Share and share alike. Share any engaging content your followers have posted by retweeting their messages and they are likely to return the favor.

Mind your metrics. Keep track of your Twitter stats — how many engage or click on your tweets — so you can gauge what’s working and what’s not.

In addition, here are some best practices for attorneys using Twitter:

  • Don’t tweet more than four times a day
  • Try to keep your tweet under 100 characters
  • Remember the 80/20 rule — 80% conversation/20% promotion
  • Use links as much as possible in your tweets — these get 86% higher retweet rates
  • Be sure your links are clickable by adding a space in front of the link
  • Weekend tweets get more engagement
  • Afternoon tweets get more engagement
  • Be judicious in your use of hashtags — no more than 2 per post
  • Include the word “retweet” in your posts — studies show these receive 12x higher retweet rates

Armed with this information, you should now feel comfortable engaging clients and prospects on Twitter with timely, topical tweets.

 

 

8 Steps to Achieve a Better Work/Life Balance in 2019

Posted in Law Firm Management

8 Steps to Achieve a Better Work/Life Balance in 2019If there is one thing that all the attorneys I’ve trained have in common, it’s that they are all too busy. Busy generating leads. Busy meeting with prospects. Busy preparing for trial. Busy running their business. Busy going to court. Busy putting out fires. Busy going to networking events. Busy, busy, busy! It’s time to figure out how to achieve better work/life balance.

Unfortunately, that rarely happens. This is usually because most of us don’t know how to prioritize when a million demands are being made of us. We react, rather than consciously act. Consider this useful advice on how to achieve a healthy work/life balance, starting with the activities that provide the highest ROI on your time investment.

#1 – Write down your goals.

People who know me have heard me say I’m not a big believer in “resolutions,” but I am a believer in writing down my goals. For many years I had goals, but never took time to write them down. For the last five years, I’ve taken time at the beginning of each year to write down my personal, relationship and business goals. When I did this, I started achieving more of them. Whether it was the simple act of formalizing them in writing or being clear about how I would measure my success, I don’t care. What I care about is that I started reaching more of them. I now write down annual goals and monthly goals and keep them on my phone where I can easily review them at any time.

#2 – Do the one thing that is most important to you personally.

Maybe it’s breakfast with the kids. Perhaps it’s going to at least half their sporting events. Maybe it’s starting to write that book you’ve always wanted to write. If you don’t do the one thing that means the most to you in the world, years will go by and you will regret it. If it’s an event or a series of them, set them as appointments in your calendar. If it’s a project, break it down into bite-sized chunks. If you want a healthy work/life balance, you have to schedule it.

#3 – Find someone to hold you accountable.

Achieving your goals requires accountability (generally not your significant other). Whether it’s a business coach, a colleague or a close friend, you need to find someone to share your goals with and ask them to hold you accountable each month. Once per month, I meet with a group of other like-minded business owners to go over my goals and talk about ways to grow my business.

#4 – Do the one thing that is most important to the health of your law practice.

This is not answering emails. For most of us, it is doing something that will increase revenues, and that usually means marketing or sending out invoices. When you make marketing a priority, you are ensuring that the one thing that feeds your business – new clients – doesn’t dry up for lack of attention. You create demand that will keep your business going instead of treating business development like a luxury that will get your attention once you have the time. Because you never have time.

Lawyers are notoriously bad at sending out invoices on a timely basis. They don’t accurately account for their time in their billing software and then they don’t send out the invoices regularly. Both of these issues directly impact your cash flow (and not in a nice way).

Require yourself and your team to input billable time at the end of every day. An ABA article pointed out that lawyers underestimate their billable time by 20-30 percent when they don’t immediately put it into their time and billing software. Make it a point to send out invoices every month, like clockwork. If you’re a litigator or have invoices over $10,000, then consider sending them out every two weeks. Put someone other than yourself in charge of emailing and calling clients who are more than two weeks overdue in their payments. Once an account becomes more than 90 days overdue, the chances of collecting it are very slim.

#5 – Do the one thing that is most important to fulfilling your business obligations.

This is all the stuff you have to do to stay in business. And it’s not just taking depositions and working on case files, it’s the entirety of treating clients how they deserve to be treated. And that starts with hiring great people to serve them.

#6 – Do the one thing that is most important to your current business operations.

This not only includes answering emails, returning phone calls, putting better systems into place – all the stuff that is essential to your current business operations – but also ensuring you have written systems in place to automate as much of your operations as possible. These include:

  • 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.
  • Tracking mechanisms to measure lead sources and results. Know where your referrals and leads come from and chart the volume of those leads and referrals.
  • 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.
  • 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?
  • 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.
  • 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.
  • A system for connecting with prospects, clients and referral sources on a regular, consistent basis. This includes monthly newsletters, annual client satisfaction surveys, keep-in-touch letters, referral education system, etc.

Be sure to 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 consistently.

#7 – Do the one thing that has been nagging at you.

It’s an obligation that has to get done, but is not necessarily critical to your business. If you made a commitment, honor it. You don’t want to be known as being untrustworthy, but when you’re running a firm, these items usually fall to the bottom of the to-do list.

#8 – Go live your life.

Are you working so you can work more, or so you can have a better life? No one on their deathbed ever wished for more money, they wish for more time. If you don’t take the time out to enjoy the fruits of your labors, you are missing the whole point (plus a lot more) of having a good work/life balance.

Steal This: Social Media Content Idea Calendar [Infographic]

Posted in Social Media Marketing for Law Firms

Did you have a nice big piece of chocolate cake yesterday? You should have, because yesterday was Chocolate Cake Day. If you didn’t want the extra calories, there was still a good reason to have this date marked on your calendar: it’s just one of many engaging ideas from which you can build a blog or social media post around.

For example, if you’re a divorce attorney, you could pen a post about how couples in contentious divorces try to use the court to exact revenge on a spouse and why that doesn’t work. (Because you can’t have your cake and eat it, too!)

So how do you know what these obscure holidays are? The infographic below from sociallysorted.com lays them out for you for the first six months of the year.

On Groundhog Day (Feb. 2), estate planning attorneys could post about why you shouldn’t stick your head in the sand when it comes to creating an estate plan. Feb. 15 is Random Acts of Kindness Day, a perfect opportunity to talk about the good works you are doing in your community. You get the idea….scour the list for ideas that you can apply to your practice and we’ll post July-December when it becomes available.

Steal This: Social Media Content Idea Calendar [Infographic]

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FREE Webinar: Leveraging the Power of Social Media

According to the ABA, over 90% of attorneys are on LinkedIn, but very few of them generate any referrals from it. Facebook is one of the most cost-effective marketing tools, but most attorneys overlook it.

Learn about the social media networks that will work best for your firm and how to leverage them to get more leads by watching my latest free webinar – Leveraging the Power of Social Media.

During this free one-hour webinar, you will learn:

  • 3 low cost marketing tools for maximizing your results from social media
  • The 3 biggest mistakes lawyers make with social media and how to avoid them
  • Top 10 steps to jumpstart your referrals on LinkedIn
  • Using Facebook to connect with potential clients and referral sources
  • How to get qualified leads on Facebook for 90% less than on Google PPC
  • How to use content marketing to position yourself as an industry thought leader
  • Insider secrets to getting more leads from your blog

If you want to discover real-world strategies that work for attorneys when it comes to generating and converting leads using social networks, learn how by watching this free webinar.

Register online now for immediate access to this free one-hour webinar.

Lifestyle Law Firm Interview with Otis Landerholm of Landerholm Immigration, A.P.C.

Posted in Law Firm Development, Law Firm Management
Lifestyle Law Firm Interview with Otis Landerholm of Landerholm Immigration, A.P.C.

Otis Landerholm of Landerholm Immigration, A.P.C.

This interview was originally published in January 2017.  At the end of that year, Landerholm Immigration, A.P.C. was named to the Law Firm 500 list of America’s Fastest Growing Law Firms, ranking #50 out of 200 U.S. law firms, with an annual percentage growth rate of 217%.  Recently, the firm made the Law Firm 500 list again with an annual percentage growth rate of 178% for 2018.  How did they do it?  Read on….

The Rainmaker Institute’s Director of Sales, Adam Reiman, sat down with Otis Landerholm of Landerholm Immigration, A.P.C., an immigration law firm in Oakland, California. They had a frank discussion on how improving his intake process has transformed Otis’ law firm and his life:

Adam: To begin, please give us a 30,000-foot view how things are going in your law firm. It’s been a rocket ship ride for you as you have become this force in Northern California immigration law. So, give us your state of the union.

Otis: Well, I guess I’m happy to report that last month was our law firm’s best month ever as far as profit and gross revenue. It was the first month that we broke what they call the million-dollar barrier, $83,300. We actually hit about $85,000 for the month.

Adam: Congratulations.

Otis: I’m excited about that and a lot of that is due to the really great work that my staff is doing as well as to the improved systems for bringing clients inside, which the Rainmaker Institute helped us implement. Right now I have seven full time employees and I’m looking to bring in three more in the first quarter of next year. (Update: the firm now has 15 employees.) So I guess the 30,000-foot view is one of growth, one of optimism for the future, and of real gratitude for how far we’ve come.

Adam: It must be such a great feeling for you and really makes you feel good about the future.

Otis: I’d like to give the financial piece a little bit of perspective because it was 2013 or so where I had one associate and one staff member and we were struggling. And I remember coming home and my wife was in tears and we were like, you know, it just wasn’t working. We were losing money every single month, we were struggling to hit $11,000 a month, and it just completely wasn’t working.

At that point a decision was made to really start focusing not so much on the day-to-day, but really to start focusing on the business and start treating it like a business and start figuring out what can be done to help the firm start functioning and to be financially sustainable and to actually meet our income needs.

After making that decision, one of the first hard things we had to do is increase our prices and we had to take a good honest look at the amount of time that we were putting into different things. We had to get serious about our efforts to bring clients into the firm and what we were doing and what we weren’t doing to kind of systematize the acquisition of clients.

Adam: Since we went back in time, let’s talk about your inspiration for hanging your own shingle starting your own law firm and why you decided to specialize in immigration?

Otis: I was a Linguistics major and a Philosophy major in college. I was studying Spanish, French, and Russian and got the travel bug. I lived in five different countries and traveled in 22 different countries and basically became a serial immigrant.

I really enjoyed meeting people from different parts of the world and connecting with them, learning their language and learning what makes them tick.

And so, it was that experience then that led me to law school as well as my family background in the legal industry. My grandfather was a very successful and well-respected attorney in the Pacific Northwest. He was the founder of the Landerholm Law Firm, which is the largest law firm in Vancouver, Washington. My older brother is an attorney in Portland, Oregon. I’ve got an aunt who’s a judge in the Pacific Northwest. I’ve got lots of family who are lawyers.

But I really wanted to kind of branch out on my own too and found my passion for immigration law after having lived in so many other places and also seeing the complete contrast between how easy it was for someone like me to travel to so many places, but to see how many people, struggle and even die every year trying to come into this country. It was so simple for me to travel to so many countries and yet it’s so ridiculously difficult for so many millions of people in other countries to do the same. And I just think that it’s a messed up system and that’s really what my office is here to help change.

Adam: Let’s talk about what makes your law firm unique in comparison to some of your competitors and what makes you guys stand out above the rest of the crowd?

Otis: I really like to have a client-centered law firm. I really don’t want to just focus on a client’s legal issue, I want to focus on what other aspects are holding them back in their lives and really address the whole person. That also helps us produce very good results on our cases. So, we have developed a very strong reputation and have had a lot of success on some very complex cases and I’m just very proud of that.

One other thing that we do is we’re organized now within the legal team so that for every case, I appoint one attorney and one paralegal to help me prepare the case as well as possible. I know that a lot of firms do that as well, but we hold legal team meetings every Tuesday and Thursday from 1:00 PM to 2:30 PM and we always are going over any new thing that’s happening on our cases, we’re right there to address it.

We do a quarterly case audit where we’re sending information to our clients proactively instead of waiting for them to call us. I think that it’s these small touches and attention to detail that sets our firm apart and it really helps us produce the results that our clients deserve.

Adam: Is there a particular client experience or result that you can think of that you are especially proud of?

Otis: There’s a case that we won recently that had been in litigation for four years and the father who was the principle person who is in immigration court really had no case. The way to strategize his case meant first getting a visa for his minor daughter who after really going into depth with his whole family and getting the picture of the whole scenario, you know, other law firms may have said that this guy is just not eligible, right?

But, because he wasn’t eligible at first, we had to win a visa for his daughter who happens to be eligible based on some atrocious issue that happened in her life when she was seven years old. She was a victim of sexual assault when she was seven years old and it made her eligible for a visa. And so first, we applied for her and it was a long two-year process just getting her that visa and then once we had her paperwork, we could have her file a petition for her father that ended up winning the dad’s removal case and he was facing deportation throughout this whole process.

So the ability to kind of work with the whole family and look into the whole fact in order to strategize the best way to keep a client on U.S. soil is something that I love doing. It becomes like a big puzzle. You know, how can we maybe delay a case right now long enough so that we can fix somebody else’s immigration status so that now we can go back and fix our client’s status.

Adam: You’re in a totally unique and special group in immigration law. You all have sort of this servant’s heart that we don’t see every day. And I’m sure you probably go to bed at night thinking, man, I wish I could take more. But there’s only one Otis.

Otis: My dad was pastor of a church and a psychologist, and I grew up with this idea that we’re here to serve our fellow human beings. And so that is really fundamental to who I am and what I believe. But at the same time, you’re not really helping anyone if you’re taking so many cases and not sleeping and you’re so overwhelmed.

So I’ve gotten more serious about what it means to give good service, what it means to handle a case really well. It means making sure you have enough time to do it properly and that means limiting the number of matters that you’re taking and also means charging what you need to charge for it.

Adam: Right.

Otis: So, there is this fine balance and it’s a tension you know, it’s a happy tension, but it’s a tension.

Adam: What sort of pushed you to make a decision to join forces with Rainmaker and how are we helping you grow your business?

Otis: The first thing that I added when I joined the Rainmaker Institute was the lead conversion system. And I want to explain how beneficial this has been to the functioning of our office.

In 2014, our process was when a potential client would call our firm they would be given a 15-minute case evaluation with me. And I would jot down notes on a little slip of paper. And I would write down their name, e-mail address, their physical address and a little bit about which type of cases that they had and a few notes. And then I would take that slip of paper and hand it to my office manager. She would pick up her stack of my notes once a week, input the data into a spreadsheet and send a thank-you note to the clients I had spoken with.

This took hours of her time, not to mention being completely inefficient for being able to track this stuff. She had to keep a spreadsheet, lick envelopes, and do all of this silly stuff and then, once a week she scanned in all of these little slips to have a record of who called us. Completely ridiculous.

The lead conversion system we have now is so state of the art, it’s a billion times better from where we were. Now when a prospect calls, I have two or three people on the call and they know exactly what questions to ask to predetermine, prequalify, prescreen who is a potential good fit for our office and who isn’t.

Then, they put that information right into the system and if the person books an appointment, that’s right in there. They are automatically sent a whole series of e-mails thanking them for booking their appointment and explaining the benefits of working with our firm so that no envelope needs to get licked, no stamp needs to get put on there. And it’s just done and simple and the result has gone from having maybe four or five consultations a week, to having about 100 consultations a month, or 20 a week.

So having an intake process in place has had the effect of quadrupling our business.

Adam: That is just amazing. 

Otis: You quadruple your business and you increase your fees so that you can afford good staff, and all of a sudden you have to hire an associate and paralegals. You get to hire good people and train them and now you have meetings and now you’re rocking and rolling, whereas before you’re just struggling to bring in enough cases to even make it. So, yeah, it’s a huge difference.

Adam: Wow. 

Otis: And we’re constantly tweaking it. One thing I love about working with the Rainmaker Institute is that every month we’re on the phone and we’re discussing things that should be optimized this way or let’s try a new approach like this with that area of the business.

The other great thing about the system is that my intake folks are automatically tasked with who they need to follow up with. If there’s a priority on a specific task, they follow up, they know which task has a certain priority because there are certain cases in our work that are more urgent than others. I mean it really automates so much and it’s helped us move forward tremendously.

So, that’s where we started with the Rainmaker Institute and that was working so well that then we’re like, man, what else can you do for us? And we wanted help with the social media work of our firm. If you have a social media manager right now, that’s great, but I still encourage you to just go to a Rainmaker Retreat or get on the phone because they can do so much more than what your average social media person does that just goes into Facebook and makes a few posts every now and then.

Adam: Right.

Otis: We now have 20 blogs happening for our firm every single month and every one of them is posted in seven different places — on all the social media websites and on our website. And we’ve got them in English and in Spanish. It’s just like a massive system that is shouting out to Google and to potential clients online that here we are, this is what we do, and this is how we can help you.

I published my first book and that has gone out everywhere. We have a free version of it that’s downloadable on our website and you can find it on social media and you can find it with Google search. And all of that is thanks to the social media and blogging efforts that the Rainmaker Institute does for us.

Adam: Wow. We just we love seeing good things happen to good people because at the end of the day, what you represent is more than what we see every day. And that’s because of your focus and your dedication and your willingness to try new things and clearly the results are speaking for themselves.

Otis: The direction that our office is going has allowed me to really look at my goals and really look at what do I want to do in this life, as a lawyer and a human being. And I’m able to dream a lot bigger than I used to dream and that’s the best part of it.

2019 Resolution: Convert More Leads into Appointments

Posted in Lead Conversion

2019 Resolution: Convert More Leads into Appointments In 2019, instead of making a resolution to lose that last 10 pounds that keeps hanging on (or coming back), why not resolve to do something different to fatten your wallet?

Establishing the right system to follow up with inbound leads and automating as much of the process as possible will help you capitalize on the money you are investing in lead generation and turn those leads that are falling through the cracks into dollars that fall to your bottom line.

Here are four steps you can take right now to increase conversion of your inbound leads into appointments:

  1. Delegate each lead to a specific person. To have an effective lead conversion system, you must have a process for following up. Just plotting them on a spreadsheet is no good unless you make someone specifically responsible for following up. More leads fall through the cracks due to lack of follow-up than for any other reason. Why would you spend money on generating leads that never get followed up on? Stop wasting your money and make the proper assignments to ensure those leads get a call or email back quickly!
  2. Qualify each lead. The first thing you need to determine is if the lead is a good fit for your firm. If you haven’t developed an ideal client profile, you must do that. Make it as specific as possible — company size, type of business, income level, age — whatever makes someone a good client fit for you needs to be identified and written down, then handed to your sales team to help them qualify each lead.
  3. Personalize your response. Once you have qualified a lead and find it a good fit, you then need to personalize your response to them. How did they reach out to you? If they came to you via your website, your response to them should mention this. Also mention any specifics about why they reached out to you — i.e., “I understand you need help with child custody” or whatever their problem may be.
  4. Keep following up. Persistence is important when following up with any lead. Research has shown that many sales people give up after 1-2 tries — this is simply not enough. People are busy and sometimes no matter how much someone wants to move forward with something, life just sweeps them away and it gets placed on the back burner. Remember: they have a legal issue that needs to be handled. This can be scary for them and quite possibly they want to put their head in the sand and ignore it. It is your responsibility to communicate with them and get them to take action. Contact them a minimum of 5-7 times before giving up. Of course, attorneys should always delegate this follow-up task to a member of their intake team to be sure it gets done.

10 Things You Need to Know About Advertising Your Law Firm on Facebook

Posted in Social Media Marketing for Law Firms

10 Things You Need to Know About Advertising Your Law Firm on FacebookEven if you have been advertising on Facebook for some time, you may not realize that, like Google, Facebook algorithms change all the time and the strategy you set for your ad campaign yesterday may not work in the same way for you today.

Here are 10 things about Facebook advertising you need to take into consideration when developing your social media marketing campaigns:

  1. Different devices call for different campaigns.

Facebook’s ad platform offers ad delivery across multiple devices automatically. However, since different devices (smartphone, tablet, desktop, laptop) have different ad requirements and a prospect using a mobile device may have a different intent than those using a desktop computer (immediate need vs. research), you should create different ads for each platform in order to maximize your ROI.

  1. Image ads deliver better results.

Facebook prefers image ads with little or not text over those with heavy text and delivers ads accordingly. Image ads enjoy a higher distribution rate and lower cost per impression. Keep this in mind as you create your Facebook ads and pay attention to Facebook’s image to text ratio, which is highlighted as you set up your ads.

  1. Save video for your posts.

Video ads do not perform as well as image ads on Facebook, so you should save your video clips for posts on your own page if your strategy is to generate clicks with your ads.

  1. You need to change up your ads often.

A majority of Facebook campaigns do not allow you to control how often your ad is served up to the same user. This can lead to ad fatigue, causing users to ignore your ads if they keep seeing the same ad over and over. To avoid this issue, refresh your creative and content often.

  1. Ad bids are sensitive to seasonality.

Similar to Google Adwords, Facebook ads are subject to a bidding system that determines impression price based on a number of factors. One of those key factors is how many bidders are bidding on a specific audience target at the same time, making Facebook’s bids sensitive to seasonality. Therefore, you will see a higher cost per click at certain times of the year, like the holidays.

  1. You can limit your ad’s exposure on Facebook’s Audience Network.

Facebook’s Audience Network allows advertisers to extend the reach of their campaigns beyond Facebook to reach their audiences on third party websites and apps, using the same targeting criteria you set for your Facebook ads. However, many advertisers believe the Audience Network doesn’t deliver the same ROI they get from advertising on Facebook. There are also websites on the Audience Network where you may not want your ad to appear. You can either create a block list to exclude these types of sites by category (dating, gambling, mature, tragedy and conflict, and debatable social issues) or upload a list of websites you want to exclude.

  1. Audience insights allow you to refine your targeting.

By using Facebook’s audience insights with conversion data, you can access more ways to target prospects based on their historical online behaviors, buying habits, and more. You can choose to look at a number of different audiences, from everyone on Facebook to people who have liked your page or a custom audience, which you can create by adding your current client contact list or have Facebook create a custom audience based on traffic to your website. Examining this data will help you expand the reach of your campaign and provide better ad performance.

  1. Facebook’s pre-selected similar reach targeting option extends ad reach.

Similar to its lookalike targeting, where Facebook takes the data you have used to build Custom Audiences and uses it to target other people who are similar to those on that list, this option delivers ads to audiences that are similar to what you’ve already selected and that are most likely to deliver extra conversions at a lower impression cost. This can help you expand your ad’s visibility and reach.

  1. Facebook has a Click-to-Chat option.

One of the least used ad options on Facebook is the Click-to-Chat ad option in the website campaign category. If you have already integrated Live Chat into your law firm website, you know that this can deliver highly qualified leads. This ad option works in a similar manner. If you choose it, just be sure you have a trained intake team to capitalize on these Facebook ad leads.

  1. Bid strategies need to be reviewed regularly.

As mentioned above, Facebook bids are sensitive to seasonality and changes to the site’s own algorithms, so the bid strategy you are using today may not work tomorrow. This is why you need to review your ad statistics weekly to be sure your bid costs are not creeping up and negatively affecting your ROI.