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Law firm marketing and business development strategies

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How to Get Out of Your Marketing Rut & Grow Your Law Firm

Posted in Law Firm Development, Law Firm Marketing

How to Get Out of Your Marketing Rut & Grow Your Law FirmThere aren’t too many excuses I haven’t heard from lawyers who won’t do what it takes to market their law firm effectively:

I don’t have the time.

I don’t have the money.

I don’t know how.

My clients aren’t on social media.

My practice is highly specialized so I don’t need to market it.

All of them are really saying the same thing: I’m scared. Because who will handle all those new leads? Who will do the work? If I grow my law firm, I’ll have to hire more people. I like things the way they are now.

People who are comfortable in their rut will find any excuse to grab on to in order to stay where they are. There’s not much I can do about that and I frankly have no interest in trying.

What I am interested in — what makes me get up every morning excited about going to work — is helping those attorneys who truly do want to learn how to grow their law firms.

The quickest way to climb out of a no-growth rut is to attend our Rainmaker Retreat. And you don’t have to take my word for it — here are some actual quotes from lawyers who attended recent sessions:

Las Vegas, August 17-18, 2018

“I learned the importance of the client experience and the impact it has on conversions and the importance of having one person dedicated solely to intakes.”- Janet R., Staff, Criminal Law/Immigration, Phoenix, AZ

“My fourth Rainmaker Retreat and I am still benefiting from attending because my perspective and needs change every year as my business grows.”- Michael L., Solo, Corporate, San Diego, CA

Los Angeles, July 20-21, 2018

“We had lost our passion for helping people, work had become mundane. Within three minutes of listening to the Rainmaker speakers, I felt re-energized about what we do.” – Steve M., Office Manager, Bankruptcy, Pinellas Park, FL

“The Rainmaker Institute obviously has the magic formula for law firm success. Their suggestions are invaluable and should be implemented by every firm to attract and retain clients. I can’t wait to implement new systems to make my staff more efficient.” – D. Karapetian, Solo, Immigration, Glendale, CA

Chicago, June 22-23, 2018

“The professionals at TRI have invigorated my interest in the business of my law practice. I will immediately outline an action plan for introducing TRI’s solutions and enjoy the growth.” – R. Middleton, Tax/Estate Planning, Chicago, IL

“I really appreciated Donovan and Adam sitting down with me to look over what I currently have, where I want to go, and then help me figure out what services are best for me right now.” – M. Emery, Solo, PI/MVA, Louisville, KY

Atlanta, May 19-20, 2018

“LCS software can’t be beat. We love available statistics!”- K. Forward, Family/Criminal, Asheville, NC

“I found your program to be highly informative and useful. I wish I had attended your seminar decades ago.” – M. Conway, Partner, Bankruptcy, Fairfax, VA

San Francisco, April 27-28, 2018

“Very informative! Our office completed an 8-week training and I found the seminar just as useful. I would like our intake staff to come to a live seminar down the line.” – K. Ortega, Office Manager, Workers Comp, Oakland, CA

“Eye opening experience and insightful. Dad taught me how to practice, you taught me how to run a practice.”- M. Belli, Solo, PI/Employment, Mill Valley, CA

Philadelphia, March 23-24, 2018

“This program was absolutely what I needed. I’m leaving with a marketing plan that I can begin implementing immediately. I have been at a loss when it comes to generating leads with only two tools in my kit. I’m happy to say this is no longer the case. I would highly recommend Rainmaker Retreat to any attorney looking to grow their business.”- G. Franklin, Marketing Director, Employment/Small Business, Voorhees, NJ

“The seminar was an impressive and well-organized presentation of both practical and technical tools and suggestions which provide obvious, immediate and quantifiable benefits.” – D. Nesbit, Partner, Elder Law, Mechanicsburg, PA

If you’ve found yourself using any of the excuses I listed above, let me tell you why a Rainmaker Retreat is for you:

Time: It’s only 2 days, a Friday and a Saturday.

Money: The cost is only $697 if you register early enough, 30% off the regular price.

Don’t know how: You will learn how in these two days by creating an actual plan you can put into place the day you get home.

Clients not on social media: 76% of adult Internet users are on social media and you can bet your clients are there.

Highly specialized practice: You may have a niche, but do you own that niche? You’ll learn how in two days.

We have sessions scheduled for the rest of this year, and they are filling up fast:

  • September 14-15, 2018 — Atlanta, GA/The Ritz-Carlton Atlanta (special offer: $497 until 9/12)
  • October 12-13, 2018 — New Orleans, LA/The Roosevelt New Orleans
  • November 9-10, 2018 — Miami, FL/The Ritz Carlton Fort Lauderdale
  • December 7-8, 2018 — Los Angeles, CA/The Ritz-Carlton Marina del Rey

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

 

 

Tips for Converting Clients Into Great Referral Sources

Posted in Generating Referrals for Attorneys

Tips for Converting Clients Into Great Referral SourcesWhile attorneys always covet referrals, many fall short when it comes to cultivating referral sources as part of their law firm marketing efforts. I believe that part of this stems from the attorney mindset of always being the helper, which often stands in your way of asking for the help you need to gain more referrals.

Getting a referral from a client really starts with this 5-step process:

  1. Be easy to do business with. Automation is great for many functions, but it should always be viewed as to the impact it has on the experience your clients have with your firm.
  2. Over-educate. Prepare a new client intake package that educates new clients on every aspect of your business.
  3. Over-deliver. Over-deliver not only in the services you provide, but by keeping in touch with all your clients. Many attorneys focus on getting new clients to the detriment of keeping contact with existing or old clients. Remember who got you to where you already are.
  4. Get feedback. Client satisfaction surveys are wonderful ways to get feedback that will help you improve upon areas of your firm you probably weren’t even aware needed improvement. There are many free survey services out there that can help you implement a quick email survey; use these to ask clients about your services and give them the chance to be heard. They will appreciate and remember it.
  5. Say thank you. Make it a habit to send personal thank you notes or make calls to clients whose business you value.

Education is Key

If you want more referrals, then you need to kick the education process into high gear. To provide you with great referrals, your referral sources need to know the answers to the following questions:

What does a great referral look like to you?

  • Be brief, but clearly articulate it
  • Give one or two examples, but make sure the examples reinforce each other and are not opposites or extremes. Focus on your typical client.
  • Be specific, not generic. Don’t say, “anyone who needs a divorce lawyer.” Instead, say “a small business owner or executive who is considering divorce.”

How do I make a referral to your office?

  • Do you prefer an email introduction, a phone call or an in-person meeting?
  • Will you call the referral or do they need to call you?

What do I need to tell referrals about you and your firm?

  • Be specific. Don’t list every practice area, focus on the one or two major areas where your best clients come from.
  • Use language that non-attorneys understand. Don’t use terms like family law, civil litigation or commercial litigation because they won’t know what these terms mean and they won’t ask you to clarify.

What’s in it for me?

  • If your state allows you to give a referral fee to other attorneys, do it.
  • Otherwise, at least send a thank-you card or small gift or anything to acknowledge their referral, even if it doesn’t end up as a paying client.

Why should I refer to you?

  • Most people believe lawyers don’t want or need referrals or they get all their clients from their own advertising efforts.
  • Help them understand that your business is just like any other profession and relies on referrals to friends, family members, colleagues, business associates, etc.
  • Educate them on how you are different from other attorneys and why they should send referrals to you. Do not say you are similar to other attorneys!

Do you charge a consultation fee and, if so, how much?

  • Should you charge a consultation fee? It depends.
  • If you have too many unqualified prospects, then charge a consult fee to get rid of the tire kickers. If you need more prospects, then make the consult complimentary.
  • If you usually charge a fee, tell them how much
  • If you normally charge a consult fee but will waive it under certain conditions, tell them what those conditions are.
  • If you offer complimentary consultations, be sure to tell them what that looks like (not a sales pitch/over the phone or in person/how long does it go, etc.

What information can I give to interested prospects?

  • Provide your referral sources with your business cards, brochures if you have them and a one-sheet of your skills, abilities, practice areas, etc. with your website address.

You cannot assume that the people you are counting on as referral sources know everything you know about your firm and why you are the best fit for someone they know.  And once you educate them, keep doing it in informal ways that help keep you in their minds as someone who can solve specific problems for their friends, family members or peers.

Law Firm Management Cheat Sheet [INFOGRAPHIC]

Posted in Law Firm Management

A law firm rarely ever fails for lack of talent.  It fails due to a litany of bad business practices, inefficiencies, infighting and hubris, as well as a number of other reasons that have nothing to do with the intelligence or talent of the lawyers themselves.

Being good at practicing law only gives you permission to compete in the marketplace; it is not a competitive advantage. To be successful in the business of law today, you have to offer a true competitive advantage — and more effectively market that advantage and not merely your competency.

Law firms that want to go from survive to thrive have to know how to run their law firm like a business. You need to understand and apply the key principles of business development, operations, management, and law firm marketing every single day.

There are 10 major areas of focus for every successful law firm owner as detailed in the law firm management cheat sheet below. Feel free to download the graphic and keep it for handy reference.

And if you need to improve your proficiency in any of these areas, attend a Rainmaker Retreat. We have four more sessions planned for 2018:

  • September 14-15, 2018 — Atlanta, GA
  • October 12-13, 2018 — New Orleans, LA
  • November 9-10, 2018 — Miami, FL
  • December 7-8, 2018 — Los Angeles, CA

Law Firm Management Cheat Sheet [INFOGRAPHIC]

Networking Your Way to More and Better Referrals

Posted in Networking

Networking Your Way to More and Better ReferralsNetworking is about establishing mutually beneficial relationships, not a contest to see how many business cards you can collect. And to secure those mutually beneficial relationships, you need to be strategic about the people you meet. Not everyone who crosses your path will necessarily qualify for that role.

Here are some networking tips:

Join the right groups: Don’t focus on legal groups or groups where a lot of attorneys gather (unless you get a lot of your business from other attorneys). You need to go where the decision makers meet, not the gatekeepers.

Join elite groups: Groups that cost several hundred dollars a year are better than cheap groups; groups that require a member to sponsor you are even better.

Remember your primary purpose: Remember your primary purpose in going to networking events is NOT to get new clients. Your primary purpose is to build a relationship with potential referral sources and to offer yourself as a referral source to them. When you understand the real reason for going to networking events, it takes all the pressure to perform off and keeps you focused on a more productive purpose—building relationships with people you could help and who may also be of help to you.

Ask open-ended questions: Use the 80/20 rule when you meet them — 80% of the conversation should be finding out about them. Ask open-ended questions like: What do you like best about the work you do? What are the biggest challenges your business is facing? How would I know if someone would be a good referral for you?

Be intentional in your follow-up: It does absolutely no good to go to a bunch of networking events, talk to people, collect business cards, and not follow-up. You must have a plan and reasons for following up with people you meet. Your primary reason is to learn more about their business and see if you would be a good referral source for them.

The infographic below from Network Wise provides additional tips for building a strong network both online and offline:

How to Create a YouTube Channel for Your Law Firm [INFOGRAPHIC]

Posted in Social Media Marketing for Law Firms, Video Marketing

How to Create a YouTube Channel for Your Law Firm [INFOGRAPHIC]We know that lawyers love words.  But your potential clients love video, and hosting your video clips on YouTube and Facebook is an excellent way to make your case to those potential clients as well as improve your SEO.

Whether or not you have video already on your website, you should create a YouTube channel for your practice that will do double duty for you: persuading potential clients why they should hire you, and boosting your Google ranking.  Here’s how:

Pick your specialty.  You’ve heard me say it before, but it bears repeating:  one of the biggest legal marketing mistakes attorneys make is generalization.  You need to promote yourself as a specialist (in the marketing sense) – you’re a divorce lawyer, or a car accident attorney, or an estate planning lawyer.  Choose 3-4 topics within your area of specialization and develop informational talking points (no more than 3-4 minutes each) that potential clients will find useful.  And remember, you are not shooting a commercial – make it short and informational.

Shoot your videos.  Your clips do not need to be Hollywood-quality productions.  You can get an inexpensive DSLR camera with a built-in USB connection so you can upload each video to your computer, edit it, and create a file for your YouTube channel.

Set up your channel.  With YouTube, you can create your own TV channel (see the infographic below for how-to instructions).  The website will also walk you through the process, including uploading and tagging your video.  Be SURE you title and tag your video with your keywords (i.e., “Atlanta divorce lawyer”) so you feed those search engines.  You will also need to add a description – be as specific as possible and use your keywords. You should add captions since most people watch videos online with the sound off.

Promote your channel.  Add your YouTube channel URL to all your social media pages – LinkedIn, Facebook, Twitter, etc. – as well as to your email signature.  Have everyone in your practice add it to their social media and electronic signatures as well.  You can also search for relevant videos on YouTube and post a video reply linking your channel to those relevant videos.  And, of course, link your YouTube channel to your website and blog.

Online video is a great social media tool for your law firm marketing arsenal that can help you with SEO and attracting new clients.

7 Tips for Building a Better Law Firm Blog (& Why You Should)

Posted in Law Firm Blog

7 Tips for Building a Better Law Firm Blog (& Why You Should)Blogs hold a unique position in the online media landscape because they have become an accepted source of information. When used properly, a blog becomes a clear, consistent voice for your practice. It entices prospects, referral sources, colleagues, clients and thought leaders to engage you in dialogue. It keeps you top of mind and builds visibility among your target clients. Ultimately, it earns you more of the kind of client you most desire.

Here are the 7 key areas you need to focus on in order to develop a law firm blog that delivers qualified leads, including:

  1. Structure — organizing your blog for maximum visual appeal and ease of navigation is important for engagement. Remember, most readers scan, so break up your test for easy reading.
  2. Address the interests of your target market. If you’ve been practicing law for awhile, you should already know the problems that face your target market. Each problem becomes a database of ideas from which to draw your blog subject matter. Sprinkle your posts with your insights and experience and you create something of value to potential clients.
  3. Add other voices. Many of the most popular blogs have multiple authors. If you have partners and associates, ask them to contribute. If it’s just you, seek out other experts — perhaps strategic referral partners like CPAs, accountants, bankers, etc. – who would be willing to contribute to your blog. If you view your blog as a publication for the benefit of your target market, you begin to see more possibilities for adding valuable content from others.
  4. Call-to-action — showcase one clear call-to-action on your blog home page and position it on the page where it is easily visible.
  5. Social sharing — empowering engagement through social sharing — linking your blog to your social media pages and using Share plug-ins — allows users to pass along your content, thus doing some of the lead generation heavy lifting for you. (NOTE: If you use WordPress — the most popular blogging platform — you are now no longer be able to automatically share your posts on Facebook. To share your posts, you’re going to have to post directly on your Facebook page with a link back to your blog.)
  6. Page speed — page load speed is important since research shows more than most people will abandon a site if it takes more than three seconds to load.
  7. Capture email addresses. Email is still the #1 marketing tool for lead generation and will help you nurture repeat visitors to your law firm marketing blog. We have a standalone email sign-up form on our blog encouraging visitors to sign up for our monthly email newsletter and you should, too.

And if you think that blogs aren’t worth the time and trouble, then you need to be aware of these 7 stats about what blogging can do for business:

How to Use Targeted Facebook Ads to Zero In On Your Ideal Clients

Posted in Social Media Marketing for Law Firms

How to Use Targeted Facebook Ads to Zero In On Your Ideal ClientsSocial media is huge. Literally. There are billions of people on Facebook alone, so how can you be sure you are reaching your ideal client with your Facebook ads? Thankfully, this monster social media platform is doing more for business than ever before to help you find and target your ideal clients.

Here are four distinct ways attorneys can use Facebook to zero in on their ideal target market:

Life Events

Many legal practice areas correlate to certain life events. For example, an estate planning attorney in Los Angeles may want to engage with high net worth individuals who are newly engaged or newly married for asset protection services. Since most people tend to post major life events on their Facebook timelines, there are a lot of life events to choose from. Example: for that estate planning attorney in L.A., Facebook turned up 8,300 individuals with a net worth over $1 million who are either newly engaged or newly married. Or say you are a divorce lawyer in L.A. who wants to target newly separated individuals that may need a divorce attorney soon. Right now, Facebook says there are 2,600 of these people with net incomes of $100K-$500K.

Custom Audiences

This advanced feature allows you to import your existing contact list into Facebook so you can target your ads to current clients and prospects. You can also create a Custom Audience based on visitors to your website, Facebook video viewers, people who have engaged with your posts, and people who have liked your page. Once you have uploaded your contacts, there are additional targeting options so you can target ads by income, zip code, job function, net worth, marital status, interests, and more. This is an incredibly powerful targeting tool tailor-made for law firms that have a good handle on their ideal target market.

Lookalike Audiences

Once you have created a Custom Audiences list, the site has a feature called Lookalike Audiences that will target other people who are similar to those in your Custom Audiences list.

To create a Lookalike Audience, Facebook examines the common qualities of the people in your Custom Audience and then finds other people in the region you specify who best match the qualities of your Custom Audience. You can use any of the Facebook targeting options to narrow your Lookalike list.

Layer Targeting Options

One of the most powerful features of Facebook ad targeting is the ability to layer targeting options on top of one another to create a highly specific audience. For example, some of the categories include ethnicity (African-American, Hispanic-Bilingual, Hispanic-English dominant, Hispanic-Spanish dominant, Asian American, etc.), household composition (empty nesters, grandparents, new parents, new teen drivers, no children in home, veterans, working women, etc.), moms (“green” moms, moms of grade schoolers, moms of high schoolers, new moms, soccer moms, stay-at-home moms, etc.) industries, and many more.

Using these robust audience identification tools, you will probably find that Facebook ads typically outperform Google ads and are cheaper as well.

 

How to Optimize Your YouTube Videos to Rank in Search Results

Posted in Digital Marketing for Law Firms, Law Firm Marketing, SEO for law firms

How to Optimize Your YouTube Videos to Rank in Search ResultsMost people are not aware that YouTube is the world’s third largest search engine, where three billion searches are executed every month (compared to Google at 100 billion and Bing at 26 billion searches per month). YouTube has become so enormous that videos not optimized fully for search likely won’t find an audience.

Online video is a great way for attorneys to connect with prospects on your law firm website and on your social media platforms to effectively demonstrate expertise in your area of practice. But if you don’t take the necessary steps to optimize your videos, you won’t realize the many benefits of video for law firm marketing, including:

  • Better search results. According to Forrester Research, websites with video are 53x more likely than traditional websites to be found on the first page of Google search results. (Remember that Google owns YouTube)
  • Better retention. Forrester Research found that people retain 58% more with both visual and auditory stimulation.
  • More traffic. Forrester Research reports that over 60% of all web traffic comes from online video.
  • More likely to buy. People who view a video are 64% more likely to purchase (comScore).
  • Found in the C-Suite. 65% of senior executives say they have visited a vendor website after watching a video. 59% say they prefer video to text. (Forbes’ Video in the C-Suite).
  • More likely to be shared. Video has the best potential to be shared and go viral compared with other media.

The infographic below gives you actionable steps to take to optimize your law firm’s YouTube videos. It’s especially important for you to add closed captions to your video, since current research shows most videos are watched online with the sound turned off.

For even more tips, click on the image below the infographic to access my free webinar on the Top 10 Ways to Attract New Clients with Legal Video.

5 Tips for Getting 5-Star Reviews

Posted in Law Firm Marketing

5 Tips for Getting 5-Star ReviewsWord of mouth has always been important for lawyers to obtain new business — after all, what are referrals but informed word-of-mouth recommendations? Now that our lives are all online, it’s easier than ever for clients to post reviews of your services. And you can no more control that than you can order up a sunny day.

And potential clients are going to read those reviews. In fact, according to a recent BrightLocal survey, 85% of consumers trust online reviews as much as personal recommendations. Reading reviews when looking for a service provider is routine today.

You also have to face the fact that you are going to get negative reviews too, since studies show that people are three times as likely to leave a negative comment than a positive one. The best answer to a negative review is to get as many positive reviews to balance things out. You don’t do that by ignoring the system.

Here are 5 tips on getting 5-star client reviews:

  1. Just ask.  Most people enjoy sharing their experience with service providers, especially if it’s been a good one.  Just the simple act of asking a client to provide you with a review lets them know what they think is important to you – which makes them feel good.  You can start by contacting your old (happy) clients and asking them to provide a review.
  2. Create great client experiences.  Cultivating a culture of great client service is a must for gaining positive reviews. Think about the greatest customer service experiences you’ve had and try to emulate them in your firm.
  3. Implement a timely process for getting reviews.  Attorneys need to create a process for making good reviews happen. Always look for those moments in your relationships with clients to create a review opportunity – when you have won a case for a client, when you have helped someone avoid litigation – all opportunities for you to generate a great review. Make it easy for clients to review you by emailing them a link to post a review on Google. Better yet, create an autoresponder email with a built-in Google review form and send it to them at the appropriate time.
  4. Optimize your website content. To make it easy for clients to leave a review on your website, add graphic badges that quickly take visitors to your Google, Facebook or other online directory pages to read and post reviews. Be sure your site is optimized for mobile so people can access your content quickly and easily, and make sure your FAQs are easily discoverable since most visitors browsing a law firm website want quick answers to their legal questions.
  5. Repurpose good reviews. If you have received good reviews or testimonials, post them on your website, in your e-newsletter and anywhere else that potential customers are likely to stumble upon them. And be sure to ask whoever provided you with that great review if they would also submit it to Google so it shows up in search.

Your reputation is your most valuable asset. Don’t leave it to chance by failing to manage your online reputation.

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FREE WEBINAR for Attorneys: How to Manage Your Online Reputation

FREE WEBINAR for Attorneys: How to Manage Your Online ReputationA 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 GeeksMichael 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 reputation 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.

4 Ways to Win More Clients

Posted in Lead Conversion

This post was originally published two years ago.  The importance of lead conversion for law firms has never been greater, so we’ve updated the post:

4 Ways to Win More ClientsEvery lawyer knows what it’s like to pursue a prospect and then have that live lead go dead. Maybe they chose another firm. Maybe they thought they could handle it themselves. Maybe their problem went away.

The reason that prospect went toes up really doesn’t matter. What matters is that you stop hoping to land new clients and start working these proven strategies that will bring them into your firm’s fold:

#1:  Make sure the prospect is worth the effort.

It’s human nature to get excited about a potential new client when someone shows interest in hiring you. But interest alone is not enough and you can’t let your emotions lead your business development efforts. If a prospect cannot afford you or your firm isn’t equipped to help them, chasing them is a waste of time and money.

To ensure you’re pursuing the right people, you need to develop your ideal client profile — a list of qualities that your firm can use to determine if that potential client will be profitable and sustainable. Start by reviewing your list of former and current clients and look for clients that provided your firm with its most rewarding business relationships. Write down the common attributes those successful relationships shared as the foundation for your ideal client list.

Now institute a qualifying process that will cull out those leads that don’t meet your criteria so you can disqualify them more quickly and move on to prospects with a better profit potential.

#2:  Nurture your leads.

You have a limited window of time to engage with your leads before they become missed opportunities. This is where lead nurturing comes into play.

According to inbound marketing firm HubSpot, companies with effective lead nurturing programs generate 50% more sales at a 33% lower cost. In addition, nurtured leads make 47% larger purchases than non-nurtured leads. And companies that use marketing automation software to nurture leads experience a 451% increase in qualified leads.

Marketing automation makes you smarter, faster and more efficient. Among many things, marketing automation allows you to:

  • Identify, track and engage prospects online
  • Segment your prospects for targeted messaging
  • Nurture leads through drip email campaigns with no human intervention necessary
  • Create and manage lead-generating landing pages
  • Measure the revenue contribution of every email, e-newsletter or other marketing effort

#3: Narrow in on a niche

When people see you as a jack of all trades (the generalist approach), they also perceive you as the master of none. People will pay more for a specialist because they see you as an expert. People will refer more to a specialist because they aren’t afraid of you stealing their clients or competing with them. Contrary to popular belief, this approach does not limit you. It helps to focus your marketing and business development efforts.

Review your top 10 client list (either by amount of revenue/fees generated or in terms of how much you enjoy working with them). Then, look for any similarities. It may not be apparent at first, but keep asking questions and you will find it. Building a niche around a solid client base is one of the fastest ways to differentiate yourself.

Another way to help determine your niche is to track the inquiries from prospective clients to determine what’s drawing them to you and your law firm. See if they don’t begin to naturally fall into one or more groups. Becoming aware of these commonalities is a way to let your niche find you, helping you develop your law firm marketing. Once you niche your practice, you will find that referrals come more readily to you, since it will become clear in referral source’s mind just exactly what it is you do.

#4: Build your brand.

Back in the day, attorneys gained their reputations primarily through word-of-mouth and personal interaction.  Today, building a reputation online is crucial since this is where most people gather and interact in the 21stcentury. So you need to be where your prospects are on social media, with both organic and paid posts, as well as adding content regularly to your website and social media pages through blogging.

Prospects will draw conclusions about the quality of your legal services from your website, your blog, your marketing materials, your business card, your office space and even the way you dress. Assess your competition and identify areas where you are different and better, then communicate that difference to your prospects so they know exactly why they should choose you.

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