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Time for Lawyers to Review Their Social Media Marketing Tactics

Posted in Social Media Marketing for Law Firms

Time for Lawyers to Review Their Social Media Marketing TacticsThe questions surrounding the legitimacy of social media posts by fake news organizations is driving big changes in the way businesses will use social platforms to connect with consumers. Facebook recently announced that it was changing its algorithm to prioritize posts from friends and family over business posts. Other platforms are examining their feed priority mechanics as well.

In other words, organic reach via social media is pretty much dead.

This means it is imperative for lawyers to change what you’re doing — not only because the world has changed, but also because what consumers used to read on social media they now want to watch, primarily on their phones. Here are some of the new tactics you should be deploying for social media marketing:

Video

Social networks not only allow you to post a produced video, but you can live stream as well. All this is happening because of demand. People want video. According to Cisco, video content will drive 85% of search traffic in the U.S. by next year.

So if you are lagging behind on video content, it’s time to catch up. Video is a key element in getting attention for your law firm on social media today. Talk about the things that are plaguing your target audience on video and post them. Share videos of interest to your prospects that someone else has produced (obviously not a competitor). Get in the game, either by doing it yourself or finding someone who can help.

Mobile

According to comScore, 80% of social media usage is from mobile devices. Most people prefer using a mobile device for content consumption, as long as the experience is a good one.   Some people only use mobile, having abandoned their laptops and desktops long ago.

Facebook recognized the shift to mobile marketing a couple of years ago with their introduction of Lead Ads, which is perfect for your free ebook, newsletter or webinar signup offers. With Lead Ads, users are taken to a form that is automatically populated with their contact information after they click on your ad’s call-to-action. Lead Ads can greatly increase your mobile campaign conversion rate.

Social Ads

Social media advertising is no longer a want, it’s a need. You need to use paid media to support your organic social media marketing campaigns. People no longer want to be pushed off their Facebook or LinkedIn page to your website. They want to engage with you on their platform of choice.

Luckily, social media advertising is fairly cheap so you don’t need a big budget to be successful. You can scale your buy up or down, depending on your conversion rate. Driven by a need to monetize their platforms, social media networks have made advertising extremely affordable with some exciting solutions that allow you to really zero in on your target market.

Today’s social media is yesterday’s Yellow Pages — it’s where your prospects are going to find you. Be there — on mobile, on video, with ads that forge a direct connection with your clients and prospects.

How Lawyers Can Use LinkedIn More Effectively for Leads & Referrals [INFOGRAPHIC]

Posted in Social Media Marketing for Law Firms

We all know that building long-term, meaningful and influential relationships is foundational to a successful legal practice. After all, people don’t hire law firms; they hire an attorney.

And the more people you connect with, the more opportunities you have to build meaningful relationships, and the more potential clients and referral sources you can generate.

With 133 million users in the U.S., LinkedIn is the most popular social networking platform dedicated to professional business development.  As soon as you start networking on LinkedIn, you increase your chances of reaching new clients and referral partners.

However, be prepared to work at it. You need to keep your LinkedIn profile alive, updating it often with your work experience, volunteer efforts, blog posts, articles and videos. Engage with your network by commenting, liking and sharing what they are doing.

Tip:  If you don’t have time during the day, add the LinkedIn mobile app to your phone and/or tablet and network in your downtime.

If you follow the steps in the infographic below from SEO.com, you will start to see your LinkedIn network mature over time, leading to more prospects and referral partner relationships.

How Lawyers Can Use LinkedIn More Effectively for Leads & Referrals [INFOGRAPHIC]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 this 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.

 

Top 5 Essentials for Your Law Firm Website

Posted in Law Firm Websites

Top 5 Essentials for Your Law Firm WebsiteSometimes our success is impeded by obstacles of our own making. When it comes to your most important marketing tool — your law firm website — you may have (knowingly or unknowingly) made some choices that are standing in the way of bringing in new business.

To have a law firm website that engages visitors and makes them want to contact you, there are five essential elements you need:

#1: Speed.

Research has shown that most consumers expect a web page to load in no more than two seconds. If it takes longer than that, they are on to the next thing and they typically will never return to your law firm website. Even just a one-second delay can result in a 7% reduction in conversions. So page speed is crucial when you have just that one chance to make an impression with your law firm website. Plus, Google rewards fast-loading sites with better rankings. Use the Google PageSpeed Insights tool to check the speed of your website on desktop and mobile devices and follow the tips for improving your site’s speed.

#2: Great mobile experience. 

Mobile platforms have now surpassed desktop computers in terms of where consumers access online content. If you do not have a website that is optimized for mobile, then you are letting leads fall through your fingers. Consumer attorneys especially need to have mobile websites, since it is far more likely your services will be needed when a mobile device is the only convenient one at hand. Google research shows that 43% of local searches by consumers are from mobile devices and 76% of those consumers needed help either immediately or within the next day or two.

#3: Local search. 

Local search is critical when trying to improve the ranking for your law firm website on Google and other search engines. Here are some tips law firms can use to rank better in local search results:

Fix your NAP. All your NAP listings on local directories and review sites must be the same – name, address and phone number. I strongly recommend you check out your current listings on yext.com and moz.com and get them fixed fast.

Use the proper keywords. Use the same words in your content and header tags that your prospects are using when they search online. List 20-30 key phrases you believe prospects use and then, research them further online.

Use Google My Business. List your firm on Google My Business (google.com/business) – it’s free and keeps your information consistent and updated across Google Search, Maps and Google+.

Use local terms in your content. Be sure you are using cities in your website content. Include your company name and address, as well as a geo sitemap on your site.

Obtain reviews. Google has decided that reviews of local businesses are important, which means that you need to proactively encourage clients who are happy with your services to review you online. Spread the reviews around – Avvo, LinkedIn, Google, Facebook and other directories.

Optimize social network pages. Wherever your law firm is visible on social media – Facebook, Twitter, LinkedIn, etc. – be sure you have posted your firm’s name and address information on those sites. Remember to keep it consistent with all your online listings!

Use schema markup. Schema markup is code that tells Google important things about your business, including your location. You can check your schema markup by using Google’s Structured Data Testing Tool.

Optimize your site for mobile. Approximately 60% of website visits are now made on a mobile device – tablet or smartphone – so your website must be optimized for mobile. The best way to do this is to use responsive Web design for your main website, which guarantees that it will perform well no matter what size screen a prospect is using to find you.

#4: Easy to contact. 

On every page of your website you should have three ways for people to contact you:

  1. Phone number prominently displayed at the top right side of your website (in the header).
  2. Contact form that people can fill out that asks for their name, email or phone and a comments box.
  3. Live chat function that allows a prospect to chat online with someone immediately.

Our clients tell us some of their best and hottest leads are chat leads and many are converting these leads into good cases.

#5: Analytics.

Tracking your website analytics will provide you with all the insights you need about visitor behavior over time and will also help you identify opportunities for improvement. Google Analytics is free and easily integrated into your website; it will provide you with all the data you need to keep your website relevant to potential clients.

Social Media Mistakes Newbies Make & How to Avoid Them

Posted in Social Media Marketing for Law Firms

Social media is the way people connect today and you want your law firm to be in the thick of it. But if you’re a newbie to social media for business, then there are some pitfalls you’ll want to sidestep in order to connect with your target market:

Not defining a target.

Defining a target market is critical for any marketing initiative, and even more so when you use social media. These days, Facebook is pretty much for everyone and the space is crowded. You will probably not make much of an impression if you just try for organic reach; you’ll have to add Facebook advertising into the mix as well. If you’re a B2B attorney, then LinkedIn is a key network for you. If you market primarily to women, check out Pinterest. Define your target market by demographics and then see which social networks come closest to attracting those audiences.

Using too many networks.

You don’t need to be everywhere; you just need to be where your target market is on social media. Start out your social media marketing program with two platforms and post to them regularly.

Neglecting metrics.

The top social media platforms have built-in reports — Facebook Insights, Twitter Analytics, LinkedIn Analytics — that tell you which posts resonate with followers. Scour them to keep refining and building on successful messaging that hits the mark with your target audience.

Posting the same content everywhere.

Every platform has its own conventions, so familiarize yourself with what works where. Photos work on Instagram and Pinterest; link to a compelling blog post on other platforms but use different visuals — video if you can — to keep your followers engaged on multiple levels.

Bad timing.

The best time to post on social media is when your base is actively participating. This infographic from CoSchedule aggregates 20 studies on that subject to arrive at the optimal times for posting on several different platforms:

Social Media Mistakes Newbies Make & How to Avoid Them

Believing more is more.

Twitter already limits the number of characters you can use in your posts, but other platforms don’t — although research shows that shorter posts do better. In fact, short posts on Facebook (250 characters or less) get 66% more engagement than longer ones. If you’ve got a lot to say, write a blog post and then link to it with a short, 1-2 sentence summary.

Not using visuals and video.

Posts with arresting visuals — photos, graphics or video — get more than twice the engagement than posts that are purely text. Social media has evolved to be all about the visual, especially video.

Having a skimpy (or boring) bio.

Your bio is your face to the social media world, so make it compelling. Show your human side by including photos of your people and office, and include some persuasive content that will speak directly to your target audience, like why you do what you do.

Ignoring the 80/20 rule.

Social media is about promoting your law firm subtly, which means that 80% of your posts should be content of interest to your target audience and only 20% should be about you or your firm.

To learn more about how to handle your social media and manage your online reputation, click below to get a link to my free training webinar:

Happy Valentine’s Day!

Posted in Uncategorized

3 Tips to Develop a Social Media Strategy for Your Law Firm

Posted in Social Media Marketing for Law Firms

Everyone you know is on social media. All the research tells you that you should be there, too. And you finally agree that you should be there because it’s where business gets done these days.

One problem: you have no clue where to begin.

As any marketer will tell you, developing your strategy is where you begin. If you skip this step, you might as well not even enter the fray because there are already lots of lawyers who know what they are doing. You just can’t compete effectively without a strategy.

Here are three tips on how to develop a social media strategy for your law firm:

Tip #1:  If you enter “social media” into the search bar on this blog, you will find tons of content on how to develop your strategy and tactics that work for lawyers on social networks. That will help you begin to understand the opportunities social media provides for law firms and what kinds of resources you will need to allocate to your effort.

Tip #2:  Check out my free webinar on Leveraging the Power of Social Media, where you will learn:

  • How to maximize social media results using 3 low cost marketing tools
  • How to avoid 3 big mistakes attorneys make on social media
  • Step-by-step instruction on how to get referrals on LinkedIn
  • How to use Facebook to connect with potential clients and referral sources
  • How to maximize your PPC ad spend by using Facebook ads for leads
  • How to position yourself as an expert in your practice area via content marketing
  • Proven strategies for getting more leads from your blog

Tip #3:  Study the infographic below, which does an excellent job of outlining the key factors you should consider as you develop a social media strategy for your law firm, no matter which platform you choose to use.

3 Tips to Develop a Social Media Strategy for Your Law Firm

7 SEO Trends for Search Marketing Success in 2018 [INFOGRAPHIC]

Posted in SEO for law firms

Current research shows that most people — 94%! — won’t look beyond the first page of their Google search results.  So knowing the latest SEO trends that will help you attain that piece of rare real estate is key if you want to build a strong online presence for your law firm.

Getting on that first page is highly competitive in the legal industry. Attorneys spend millions of dollars every year on Pay Per Click (PPC) and banner advertisements, trying to drive more traffic to their websites and blogs. Far too often it comes down to how much money a law firm has to spend on PPC to outbid their competition.

How are smaller law firms supposed to compete when big firms are spending $20 to $100 per click for keywords? By being smarter, and ensuring you are following the latest SEO trends that can help give you the results you want.

The infographic below details 7 SEO trends that will dominate search marketing this year. Follow these rules, and your lead generation and conversion efforts are sure to improve.

7 SEO Trends for Search Marketing Success in 2018 [INFOGRAPHIC]

 

FREE Webinar: 3 Proven Growth Strategies You Can Use to Create a Record 2018!

Kick your 2018 law firm marketing program into high gear with The Rainmaker Institute’s free webinar on How to Ignite 2018 with 3 Proven Growth Strategies and create a record year for your practice.

You will learn about:

BRAND EQUITY: What is it and how to optimize your brand equity across social media platforms, blog, website and other online media such as chat, landing pages, ads, etc.  

Branding is all about what you want prospects and clients to know and feel about you as a lawyer. You must define your niche as narrowly as possible and then promote it consistently in your messaging. This not only helps you attract the right clients, it also helps your referral sources understand who would make a good referral for you.

SEO Demystified! Understand why SEO is an ongoing effort that encompasses more than just keywords and is mission-critical for growth.

Today’s consumer is searching online, on their phones and tablets. And they are not going past the first page of search results, so you have to be whip-smart about the online marketing strategies you use to have a high first-page ranking on Google.

PPC & RETARGETING: Learn how retargeting and PPC increase the efficiency of your ad spend by only paying for ads that reach their goals.

It is imperative that you know and follow best practices for PPC advertising, since the legal space is the most competitive — and the costliest — on Google.  Learn how to create PPC advertising campaigns for your law firm that will deliver clicks that convert.

One of the keys to standing out among your competition is to invest in remarketing via ads on Google’s Display Network. Display ads are banners that you see on other sites across the Internet. Have you ever wondered how a website you visited keeps following you around when you’re on other sites? This is remarketing and you don’t need a big budget to do it. Most prospects visit more than one website when researching attorneys, and remarketing gives you a great opportunity to stay top of mind when prospects are doing their homework.

Register online now to receive a link to our free webinar How to Ignite 2018 with 3 Proven Growth Strategies and create a record year for your practice.

FREE WEBINAR for Attorneys: How to Manage Your Online Reputation

Posted in Law Firm Marketing

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.

How to Build a 7-Figure Lifestyle Law Firm

Posted in Law Firm Marketing, Rainmaker Retreat Boot Camp

The ability to build a lifestyle law firm – one that enables you to do what you want, when you want to do it – is the key to financial independence for attorneys.

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

Don’t just take my word that attending a Rainmaker Retreat is worth your time and money. Here are some reviews from attorneys who attended one of our Retreats over the last year:

“I have attended 3 Rainmaker Retreats and have sent staff to at least one retreat. The retreats have been informative and have transformed our practice. So far we have attended Rainmaker University and Social Media Programs. Both of these programs have resulted in high client conversions. Based upon what our experience has been with Rainmaker, we look forward to increasing our participation with additional services. Thank you Stephen and your team.”
– Jay Goodman, Partner, Family/Estate/Criminal, Santa Fe, NM

“Law school teaches you how to think like a lawyer. Stephen teaches you how to become a millionaire. This retreat was invaluable and I plan to enroll again because there was so much I’m sure I missed something.”- Lauren Peebles, Solo, Estate Planning/Probate, Oakland, CA

“Two of our firm’s leaders and I spent the past two days at the Rainmaker Retreat in Atlanta. Not only did this seminar exceed our expectations, but we walked away with an Action Plan in place that we believe will continue to propel our firm forward at an even more rapid pace than we had previously projected. Thanks to Stephen, Adam and team for this outstanding experience!” – Randy Fry, Partner, Personal Injury, Atlanta, GA

“I was looking for a comprehensive intake, lead generation and social media marketing program. The Rainmaker Retreat pulled all of these areas together in an easy to understand way. I am very impressed!” – Glenn Matecun, Partner, Elder/Estate Planning, Howell, MI

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

I was really skeptical about this program. I even forgot I signed up until my assistant reminded me. I planned to stay a few hours and then leave. Then Stephen started to talk. I learned so much. He blew my mind with all the information he offered. I stayed the full 2 days and I am glad I did.” – Elizabeth Padula, Solo, Criminal Defense, Bellevue, WA

“My partner had told me what a tremendous program and business opportunity TRI was, but having attended a retreat, no description can do justice to what a revolutionary and fantastic program it is.”- David Goldman, Partner, Auto/Motorcycle/Bicycle Accidents, Sarasota, FL

Learn how to build and create a lifestyle law firm that is professionally satisfying, but allows you the time to do what is important to you, by attending an upcoming Rainmaker Retreat:

  • February 16-17, 2018 — Las Vegas, NV/Four Seasons Hotel Las Vegas
  • March 23-24, 2018 — Philadelphia, PA/Embassy Suites Philadelphia Airport
  • April 27-28, 2018 — San Francisco, CA/The Westin St. Francis San Francisco on Union Square
  • May 18-19, 2018 — Atlanta, GA/Atlanta Marriott Marquis
  • June 22-23, 2018 — Chicago, IL/Hyatt Regency Schaumburg Chicago
  • July 20-21, 2018 — Los Angeles, CA/Anaheim Marriott

Go to www.rainmakerretreat.com or call 888-588-5891 to register now and take advantage of our Early Bird registration, which can save you more than 30%.

 

 

How to Improve Your Law Firm’s Intake Process for Better Lead Conversion

Posted in Lead Conversion

How to Improve Your Law Firm’s Intake Process for Better Lead ConversionYour intake process is the first important step in having a lead conversion system that delivers a steady stream of new clients to your firm. After all, the money you invest in generating leads will be wasted if calls to your firm go unanswered, unreturned or answered improperly.

In the years we’ve spent secret-shopping hundreds of law firms to gauge the effectiveness of their intake process, we’ve discovered that there are actually so few firms doing intake right that the firms doing things right have a true competitive advantage when it comes to turning calls into appointments.

Here are some best practices we teach firms at the Rainmaker Intake University, our intake training program for B2C law firms:

  1. Have a dedicated person answer the phone.We’ve been astounded by how many firms answer the phone in a way that left the distinct impression we were annoying them when we called, as if we were taking them away from another priority.
  2. Show compassion and empathy. Of the law firms we’ve shopped, only about 20% show empathy to callers. A simple, “I’m so sorry to hear about that. Are you OK?” can go a long way toward connecting with a potential client.
  3. Get the caller’s name and phone number at the beginning of the call in case you get cut off. If you do get cut off unexpectedly, then call them back immediately. Somewhere during the call you should also get their email address or at least permission to text them information after the call.
  4. If you send someone to your website, SPELL it out clearly. Many law firm website domain names are hard to spell or understand over a bad cell phone connection. Better yet, ask the caller for permission to text or email them a link to your website.
  5. Do what you say you are going to do when you say you will do it.Many firms say they will send information via email or mail and fail to do it. Have a process for sending follow-up emails immediately after a call.
  6. Do not answer the phone with a generic “law firm.”Clearly state the name of the law firm.
  7. If you are going to place someone on hold, always ask for his or her permission first.
  8. Write out 3-5 reasons that make your law firm different.Make certain anyone talking with prospects can recite these from memory and knows how to weave them into a call. Everyone, whether they verbalize it or not, wants to know the answer to, “Why should I hire you?”
  9. 9. Remember that people buy emotionally and justify logically, so the person on the phone must build an emotional relationship with the caller. This starts with expressing empathy for their plight.
  10. Have a dedicated personto return all voice mails within an hour or two of receiving them.
  11. Never make an attorney or paralegal responsible for following up with leads. Even though they may have the best of intentions, other things will take priority. Task a dedicated intake specialist with following up on leads and setting appointments.
  12. Never quote fees over the phone.The sole purpose of the call is to get qualified leads into your office for a consultation. You will always have a higher closing ratio if you meet prospects face to face rather than trying to sell them over the phone.