As an estate planning attorney, you want your clients to know you’ve got their back. You want them to feel confident you’re giving them every piece of information that could possibly help them plan for an uncertain future.
You don’t hold out on your clients, and neither do we. We stay up-to-date on current trends in estate planning law — just in case it benefits your clients — and therefore, you.
With that, we’d like to let you know about a brand new Facebook feature that allows a person to memorialize their Facebook account in the event of their passing. Are you helping your clients make decisions about their digital assets?
The importance of digital assets is often overlooked in daily life. We usually don’t think about material stored on hard drives or locked away in our social media accounts during end-of-life planning.
Reminding your clients about things like photos stored in “the cloud,” along with videos, PDFs, spreadsheets, PowerPoint presentations, and written social media posts can help them feel that everything is accounted for. For some people, personal posts represent the unique footprint of their lives. Digital assets like photographs and videos of once-in-a-lifetime events can be irreplaceable.
Something to tell your clients about right away is Facebook’s new memorialization feature. Memorialized Facebook accounts are a place for friends and family to gather and share memories after a loved one has died.
Memorialized accounts have the following key features:
Once an account has been memorialized, the word, “Remembering” is visible next to the deceased’s name on their profile.
Depending on the privacy settings of the account, friends can share memories on the memorialized timeline.
Content the person shared during their life stays on Facebook and is visible to the audience it was originally shared with.
Facebook also allows users to appoint a “legacy contact,” someone with the authority to make decisions about an account once it has been memorialized.
A legacy contact can write pinned posts on the deceased’s profile to share memories or offer information about a memorial service. He or she can decide who posts tributes, respond to friend requests, update the profile picture and cover photo, and basically manage the account.
Or, if your client wishes, they may decide to have their Facebook account deleted upon their passing. You can provide clients with very simple instructions to arrange for account deletion or appoint a legacy contact right from Facebook’s website: https://www.facebook.com/help/103897939701143
We stay on the cutting edge of new trends in estate planning because we never want you to get left behind. Make sure you check our blog often for content that can serve your clients.
How to succeed in estate planning? Even now … during a global pandemic?
To succeed in estate planning now, you have to change.
Every change begins with challenge.
It’s usually a challenge that gets an attorney looking for us … an income challenge … a challenge with lead flow … or simple overwhelm. Sometimes these challenges even affect their personal lives.
One thing we know: Life wasn’t meant to be a long, arduous ride on a hamster wheel that never moves closer to your goals.
So what makes the difference for our clients? Is it simply that they worked with us?
It would be ridiculous to say that we guarantee instant success. We’ll never promise that.
Our most successful clients do things differently than those who fail.
First, they were willing to admit something was wrong.
Second, they confronted the problem(s) head-on.
And finally, they accepted the challenge of change.
Here are a few rules our clients who succeed in estate planning live by:
1. Jump In, Ready or Not
Our clients understand that clinging to old strategies is the enemy of growth. They are willing to let go of the ledge and swim in unfamiliar waters.
2. Charge Premium Rates
Our clients put the fear of scarcity and competition behind them. They step into a higher level of service, knowing their ideal clients will pay premium fees.
3. Ignore the Naysayers
No one loves change. When our clients start changing, sometimes the naysayers come out in force … sometimes their inner naysayer comes out, too. But our clients who succeed in estate planning ignore the naysayers and keep moving forward.
4. Embrace Change
Our clients accept that they need to pivot and adapt when challenges show up, as they always do.
The pandemic may be the biggest challenge you face right now … especially if you relied on workshops and referrals to get new clients. If this was a recipe for inconsistent income before, it’s now a recipe for disaster.
Big change like this is the catalyst that will make or break your law firm.
At the end of the day, our clients are the heroes, not us. They are the ones with the vision and the daring to adapt and dream bigger. We’re just the guides. And because we’ve been where they’ve been, we know the terrain.
We know how to take a struggling law firm, no matter how small, and scale it. We know how to get estate lawyers in front of their ideal clients … who are willing to pay premium rates for excellent service.
And it sure as heck doesn’t involve seminars held in public.
We know how to build a strong, reliable system for steady leads … that become steady income.
But here’s the thing: our team is small by design. We can’t build digital online empires for everyone. We can only take on a certain number of clients. So, we must be selective.
If you’re ready to admit that what you’re doing isn’t working … and you want to confront your challenges head-on … we want to hear from you.
Be honest: deep down, in the recesses of your mind, do you secretly wish that someone or something would come along and “rescue” your estate planning business?
Most people won’t admit to this, because it takes guts to realize things aren’t as good as they could be. Plus, we’ve all been conditioned to be ashamed of wanting to be rescued. We’re told we have to pick ourselves up by our bootstraps and be our own heroes.
At Integrity Marketing, we already know you’re the hero. After all, you went into estate planning to help people. We understand that you’re busy being a hero to your clients. You don’t have time or energy to rescue your business, nor should you.
But it IS possible to have the kind of quality help that lifts you and your law firm out of obscurity and struggle.
We help our clients go digital. Why? Because begging for referrals and eeking out a living through obsolete in-person networking and seminar marketing is killing law firms.
We should know … we’ve “been there, done that.”
So when estate planning lawyers decide to go digital — either because they understand it’s the new way forward, or because the old strategies of referral marketing aren’t supporting them — the way they implement their digital system will make or break their business.
What breaks their business is deciding to go it alone and do everything by themselves. No one has ever achieved massive results in a short period of time without a mentor or guide helping them avoid costly mistakes.
Another business killer is hiring different professionals to work on different aspects of an online business, i.e., hiring one company to design or redesign a website, hiring another to do advertising, and getting yet another to help shoot a video. The result is a hodgepodge online presence that feels cobbled together.
Another mistake is simply hiring a business coach to help. While that coach might be brilliant when it comes to advising other coaches, he or she probably doesn’t know anything about running an estate planning law firm, and even less about managing digital marketing to drive revenue! Plus, most business strategists and coaches overwhelm you with information, to-do lists and homework, and leave you to implement everything by yourself. You almost have to quit your job to get it all done.
This is one of the biggest fears estate planning attorneys have when it comes to bringing their businesses online. They worry that’s it’s going to command more time than they have to manage all the components, and that the learning curve is simply too big to master. So the whole project gets put on the back burner while they continue struggling to get referrals and word-of-mouth clients.
Enter the forbidden desire for someone or something to rescue you…
What if we told you that we’re in the business of rescuing law firms, knowing that we aren’t the heroes… you are.
What if we told you that we know the business of estate planning and we also know what it takes to build a digital empire…
This is exactly why we can’t take on more than a few clients at once. We go ALL IN with our clients. We create their landing pages. We set up their Facebook ads. This is after we sit down and get to know them and who they serve.
Heck, we will even get up at dawn to video the sunrise over the community where they live. Our video expert helps them authentically communicate their message to all the people who will be visiting their new website.
And when we go home? We don’t just leave them hanging. We drive traffic to that new website with targeted Facebook ads designed to attract their ideal clients.
Meet Andrew Sigerson. He’s a client of ours who owns a law firm with three offices — one in Omaha, Nebraska, one in Iowa Falls, Iowa, and one in Minot, North Dakota.
Before we flew to meet him in person, we pre-planned all our video shots. Once on location, we woke at sunrise and worked till sunset to capture the beauty of the communities he serves on camera. We spent our days in the firm’s conference room capturing Andrew and his lawyers interacting with clients. We filmed Andrew and his family walking to lunch.
You see, one of our gifts is storytelling. We create video scripts that personalize the attorney as someone clients will trust and respect, because we believe in your ability to help and support your clients — and be their hero.
So like we said, we CAN and we DO come charging into your world on a white horse, but we’re not the heroes. You are, and we shine a spotlight on that for your ideal clients to see.
This summer, 2020, we are helping Andrew set up two webinar marketing programs for his two areas of law: elder law and estate planning.
But we can only help a few clients at once. Our staff is small and we like it that way. This allows us to do our best work without “too many cooks in the kitchen.” We collaborate with you and with each other for one outcome: the resurrection of your law firm.
It’s up to you to recognize you need the help and ask for it. Your firm can be rescued, and you can be a hero to more people who need you.
Want to know how to grow your estate planning law firm?
Charge premium fees.
Getting consistent, high-quality clients as an estate planning lawyer might seem daunting. And it may seem counter-intuitive that charging premium fees is the key.
But what if I told you exactly where your ideal clients are spending their time … AND gave you a reliable system to have them lining up for your help 24/7?
And what if they were eager to pay you for your expertise instead of pushing for free services?
Would that be worth something to you?
Then keep reading…
Your Ideal Clients are Not Where You’ve Been Looking
If you’ve employed most of the strategies to grow your estate planning law firm that you learned from other lawyers, or if you’ve been running your business using in-person marketing efforts that swallow your time and money, it’s safe to say you aren’t meeting your ideal clients that often.
See, your ideal clients understand the value of your services. They live and die by the motto, “You get what you pay for.” They’re educated, responsible, and most important of all, they want to do things right the first time.
They aren’t interested in having a hit-or-miss experience with a lawyer.
And in today’s world, even though they inhabit an older age group, they’re technically savvy.
So where are they?
Right now, your ideal clients are sitting at home in front of their computer screens, in the midst of a worldwide pandemic.
They’re searching for information about how to get their estate planning needs met quickly and efficiently. And Google is their best friend.
They aren’t hanging out at free events looking for “cheap lawyer deals.” (Nor were they, even before the pandemic).
They aren’t signing up with the first lawyer that pops up on Google, either. These people are sophisticated. They want the RIGHT lawyer.
They want you.
Which means that in reality, the path to grow your estate planning law firm is free of obstacles. The only things stopping you from selling premium services to these clients are the outdated systems you’re using.
If you’re still doing in-person marketing at seminars or fiddling with SEO to become well-known in your community, you’re missing a TON of business.
These folks want a higher-tiered experience. They want the Rolls Royce of Estate Planning Firms.
You can roll out the red carpet for them … as long as you charge premium prices. In fact, if you’re too cheap, they’ll move on, believing you get what you pay for. They are happy to pay premium rates in exchange for prompt, knowledgeable service… which you can easily provide when you’re not spending 90% of your time looking for clients in all the wrong places because you’re hard up for leads.
Assuming that your ideal clients are looking for you day and night (and they ARE), do you have a system in place to capture their attention? Do you have your messaging dialed in? Is your online presence set up so that people know they want to work with you before they even call your office?
This is what we specialize in. We’ve done it again and again. We know where your best clients are and we know how to get their attention. AND their commitment!
“How do I get more estate planning clients?” is the first question most people ask us.
We answer with another question,
What made you get into estate planning?”
Sadly, by the time they find us, some estate and elder law attorneys are so exhausted from the endless struggle to maintain a steady stream of business, it takes them a few minutes to remember the original inspiration that drove their entry into this career.
But when they remember their “why,” their energy shifts.
We’re willing to bet that YOU, like some of our most successful clients, got into estate planning because you wanted to help solve some of life’s biggest challenges.
You wanted to make things easier for people facing their greatest unknowns.
You felt you could be a source of wisdom, information and experience… even comfort.
And you knew your expertise had the power to relieve fearful people of the mental burdens keeping them awake at night.
You chose this path because you have a HUGE heart. And you knew you could help.
But you’re not doing the sacred work you set out to do.
Instead, you’re managing referral relationships…
You’re spending your weekends trying to drum up new business…
Or, pre-pandemic, you pursued a relentless schedule of live workshops that gave you, at best, a trickle of clients who turned out to be bargain hunters rather than people who are serious about getting your help.
Why You Haven’t Been as Successful as You Want To Be
Now here’s the good news: It’s Not Your Fault.
It’s your business training that got you into this mess.
If you’re like most estate and elder law attorneys, you’ve been conditioned to hustle and work impossible hours using methods that were already obsolete when you started.
Thankfully, there’s a way out of this madness. And it begins with the reason you started your business.
When you take the time to reconnect with your “why,” you have access to the fire that fueled this journey.
When you use that fire, you have the power to let go of what isn’t working and claim what will.
And that’s exactly what we offer.
Step by step, we’ll quickly unravel the outdated training you were given and give you the roadmap that your inner fire needs to keep burning.
Because we don’t want you to burn out. That’s OUR “why.”
You see, we’ve been in your shoes, and we know EXACTLY what it takes to build a sustainable digital empire that keeps on giving. We went into business to help you do the same.
You didn’t go into estate law to jump through endless hoops while helping no one. You went into estate law to be of service when people need you the most.
With everything that’s going on in the world, there’s never been a better time to do just that.
So let’s take your candle that’s been burning at both ends and turn it into a bonfire SO big, it draws clients to you like lost pilgrims in the dark.
How do we do that?
How We Attract Your Ideal Clients
We partner with you to create an online beacon for your ideal clients. Because your ideal clients aren’t attending free workshops. They’re sitting at home desperately searching for information on Google.
They’re looking for YOU.
And they find you when you have a system in place that leverages modern technology.
But make no mistake, a winning system to get more estate planning clients is NOT paying an SEO company to help you “rank higher on Google.” That strategy is unwieldy at best and doesn’t filter out time wasters.
When done correctly, a digital marketing system will put you in control of the leads you get. Even more importantly, it will dictate the quality of the clients you get.
Perhaps most important of all, a winning system gives you your time back. Right now, we’re willing to bet you’re spending over 80% of your time on strategies that don’t work and only 10-20% of your time helping clients.
Just know that our availability for these sessions is limited, and not everyone who wants to work with us can. But if you’re truly serious about your business, if you’re open-minded, coachable and passionate about your “why,” we’ll move you and your business to the top of the list.
After all, you deserve that. You deserve to come first for a change, instead of rote strategies and busy work that keep your quality of life on the back burner…
Most of what you’ve learned about how to get new estate planning clients is wrong … so wrong that you may be riding the Revenue Roller Coaster … and thinking “this is just the way it is.”
Before our clients found us, many of them were white-knuckling it through that same ride. It was feast or famine, all the way.
The feast inevitably comes with genuine overwhelm if the business isn’t scaled to handle an influx of new clients, and the famine comes with panic and a driving need to “hustle.”
For estate planning firms, this unpredictability is a never-ending spiral that leads to burnout.
But most attorneys don’t realize that. They have a belief that a natural “ebb and flow” is part of owning an estate planning law firm, and they accept it as something that “comes with the territory.”
The revenue roller coaster law firms experience has only one cause:the lack of a reliable system for getting new clients.
Most lawyers are afraid to learn a new system. Their biggest fear is that they’re going to be even more overwhelmed with technology and a learning curve. They’re intimidated by all the things they think they’ll have to do just to stand out in a saturated online market.
But contrary to their beliefs, having a system that leverages technology does not create overwhelm. In fact, a reliable online digital marketing system creates control where there was none.
Control over both revenue and time…
Control that makes it possible to let go of tasks that consume days, nights and weekends.
The truth is, most estate lawyers are so busy trying to keep their heads above water — during both feast and famine periods — that they don’t have time to try anything different.
But the CEO of a company shouldn’t be bogged down trying to get new clients during slow periods — or getting overwhelmed when revenue is high.
Let’s face it: when you don’t have control over your revenue, you have no power. You lack the ability to scale your business and you can’t plan for the future. You’re forced to take a passive stance and rely on other people to refer clients that make or break your business.
In other words, you’re hoping to be saved…
…to meet that one person at a networking event who has all the right contacts… or find the right partnership with a loyal financial advisor who cares about your mission and purpose as much as you do.
The problem is, the strategies you know and understand are killing your business — and are actually the cause of unsteady revenue.
So what do you have to do to get off the revenue roller coaster? Well, we’ve found that the real power is in what you STOP doing.
Strategies that Hurt Your Business
To enjoy steady, reliable income, you MUST stop doing the following:
Calling financial advisors and begging for referrals
Wasting time at networking events
Paying an SEO company
The problem with these strategies is that they all rely on other people — and hope.
None of them put you in the driver’s seat of your business. You end up at the mercy of events beyond your control — such as the global pandemic we currently find ourselves in. Nobody’s hosting workshops right now, nor should they.
Hoping that someone else will deliver referrals to you is one the worst business strategies for growth. Word-of-mouth is always great, but relying on it destroys your ability to control your own income.
The above strategies are also very expensive. The longer it takes for any one of them to pay off, the more expensive it becomes as days and weeks pass with no revenue. The more you rely on any one of these strategies, the more unpredictable your cash flow will be.
So what works instead?
Revenue on Command
A reliable online marketing system that attracts ideal clients who are already actively searching for you is something you can count on. It’s also something you can control.
When created correctly, your digital marketing system will:
Attract premium, educated, wealthy and responsible clients
Allow you to spend less on client acquisition
Expand your profit margins due to lower acquisition and overhead expenses
Give you more time to live a full life
With that extra time will come opportunities to grow your firm, build profitable revenue, and expand your reputation and impact.
There are a lot of estate planning law firms out there. With an online system that uses your unique messaging to attract the right clients, time wasters and bargain hunters won’t find you. They’ll be busy knocking on the doors of lawyers that are scrambling to appeal to anyone during times of stalled revenue.
You’ll have the space, time, cash flow — and most importantly — the control to dream bigger.
Fortunately, you don’t have to spend years learning exactly what to do to put an online marketing system in place. We’ve got that covered. You do have to be open-minded enough to let go of old paradigms and embrace expert guidance from those who walked this path before you.
So here’s what to do now: Schedule a free breakthrough session with us. Let’s brainstorm your way off the revenue roller coaster and help you claim your power.
New clients are the lifeblood of any estate planning or elder law firm. If you’re not talking to a potential new client at least every week day, your firm is in trouble.
So, let me ask the single most important question about the health of your law firm: How are you managing lead flow?
Most estate and elder law attorneys take a haphazard approach to lead flow, with very little control, predictability or reliability in the number or quality of new estate planning leads coming into the firm at any time. When the lead flow dries up, they have no real way to turn the tap back on.
Most will just hope and wait … some will start calling their referral sources … others gear up to host another live workshop (or they did, before the pandemic).
The typical estate planning or elder law firm has only three sources for new leads:
Professional Referrals. Working with primarily financial advisors, many lawyers focus their marketing efforts on meeting advisors and developing referral relationships.
This can and does work, but with inherent problems.
Referral Sources don’t work for you … rather, you work for them. They do not have your financial interest at heart. They look out for themselves first, and their clients second … your interests fall WAY down the list. Accordingly, they can start wielding too much power over your financial well-being – demanding low fees and quick turnaround.
Referral Sources can be fickle. They can (and do) change their minds overnight and send new business to their nephew or a younger, cheaper attorney. They can change their focus and stop talking to their clients about estate planning or elder law planning – as many have done during this pandemic when the stock market has been highly volatile.
Referral Sources can send you bad-fit leads, and you have to take them. Even if the client is difficult or not a fit, you’re obligated to take them on, if you want the referrals to keep coming.
Workshops and Seminars. Ah — remember when you could buy a mailing list, rent a venue, and invite lots of older people to join you for a live workshop? Those days are mostly over, friend … and that’s not a bad thing!
Even before the pandemic, seminars demanded a grueling pace from the attorney and were the main reason for the Revenue Roller Coaster that throttles so many firms, stopping their ability to grow. Successful seminars dump a lot of leads on the firm all at once … the firm stops the seminars so they can catch up … then the work dries up and then the whole process has to be restarted to get revenue flowing again.
Word of Mouth Referrals. These are great, and most attorneys don’t do nearly enough to nurture word of mouth referrals … but word of mouth is inherently hit-or-miss and not a reliable, predictable source of steady flow of estate planning leads.
Why Relying on These Three Lead Sources Throttles Business Growth
Relying on these three primary lead sources results in a feast-or-famine revenue flow – also known as the Revenue Roller Coaster. Great revenue months are inevitably followed by long dry spells. Just when you think you’re “over the hump” in growing your practice, revenue hits a wall and the white-knuckle months return.
These highs and lows in lead flow make it very difficult to grow. When good months are followed by awful ones, it’s impossible to staff properly. You end up either over-staffed and supporting inflated overhead … or chronically under-staffed – unable to keep up with new business when it does flow in, effectively throttling growth.
In this environment of unpredictable lead flow, the solo practitioner almost never successfully hires another attorney to expand the practice. Instead, if they bring on another attorney at all, they look for someone to bring in their own book of business … expectations are seldom met … conflicts arise and partnerships fall apart quickly.
Sustainable, Profitable Law Firm Growth Requires Another Source of Leads
These three lead sources are simply not enough to grow a healthy, profitable law firm. There are too many holes in the plan, too many bad months, too much volatility and zero control.
What’s needed is an independent source of new leads that is sustainable, reliable and profitable.
It’s a Good Thing that Lawyers Have to Pivot Now!
Many lawyers who use this model are all-too-familiar with how expensive, grueling and difficult it is. But they haven’t made the shift yet because they were afraid … now they HAVE to pivot to stay alive.
Here’s why that’s the best thing that could have happened to them –
Once they do pivot, they will
Attract more premium, educated, wealthy and responsible clients
Spend WAY less on client acquisition
See their profit margins massively expand due to their lower acquisition and overhead expenses
Get time back for themselves and their actual LIVES – without having to run off to give another workshop, or work all weekend to catch up on work so they will have time to do their workshops next week
Find other ways to invest their time for bigger pay-offs in their practice. The CEO of the business should not be wasting their time speaking at workshop after workshop just to drum up a few clients. There is so much MORE they could be doing to grow the firm, build profitable revenue, expand their reputation and impact. They need to dream much BIGGER, and will have the time to make BIG happen!
Have a system in place that leverages modern technology and puts them in the driver’s seat of their own financial future.
My clients have already made this pivot … find out how they’re doing it in my newest free training.
It’s a relatively safe bet that when you were planning for 2020, you didn’t have a contingency option for “Global Pandemic.”
And yet … here we are.
While the initial panic may have subsided, it does look like we will be living with COVID-19 … and it’s emotional and economic fall-out … for quite some time.
So, what does that mean for you as an estate planning or elder lawyer and business owner?
Who’s Winning Now … and Why
Here’s what I have seen in law firm marketing over the past six months, working with hundreds of attorneys across the country:
Those who had their digital marketing game dialed-in and working have not missed a beat. In fact, they are busier than ever, with some of the best revenue months of their careers.
Those who relied on workshops and referrals? Not so much. They are struggling, laying off staff and anxiously awaiting “re-opening” of their communities so they can get back to “normal.”
Those Who Do Not Learn from History are Destined to Repeat It
Even as communities are “re-opening” and easing restrictions on large gatherings, there is no “normal” to go back to. If you were thinking that you would just call the caterer and start mailing out workshop invitations to market your law firm again, I urge you to think again.
Nothing has really changed about COVID-19. “Re-opening” is happening only because economic lock-down is not sustainable and we believe (rightly or wrongly) that easing restrictions will not overwhelm our health care system now that we are better prepared. It does not mean that our elderly population is no longer at high-risk – those over age 60 (aka, your “target market”) are still the ones most likely to die from infection.
We are still far from winning against this beast.
The Truth About the Buffalo
So, what does that mean for ramping up workshops again?
First, good luck with that. Most people over age 60 are not going anywhere … and they certainly are not taking needless risks to attend what amounts to a live, in-person infomercial for legal services. And younger people, who have less risk? Well, just in case you haven’t noticed, younger people stopped attending these types of workshops a few decades ago – they are not tempted by free consultations or steak dinners because they are vegans who use the internet.
Second, even if you can assemble a group for your live workshop … should you? Law firm marketing that encourages at-risk individuals to take needless risks for your own pecuniary gain is fool-hardy at best and both unethical and immoral at worst.
So, we can take live workshops off the legal marketing table for the foreseeable future.
How can you ethically market your law firm, help people understand their options and solve some of life’s biggest problems … now?
It’s time to pivot.
The buffalo are not coming back and … what if they did? Is it still a viable plan to hunt buffalo on the plains to feed, clothe and shelter today’s population?
Of course not. Live workshops are suffering the same fate as the buffalo … they’re just no longer a viable plan for today’s population.
It’s time … right now … to get your digital marketing house in order. No more excuses. No more tepid efforts to “dip your toe in the water.”
You either figure this out now, or you go the way of the buffalo.
It’s that simple.
Here’s what you need to do to get digital marketing working and build a bullet-proof law firm that is ready for whatever comes next: Arm yourself with the agility, technology and strategies to win, even in a global pandemic.
The Five Law Firm Marketing Essentials
We call this The Essential Solution®, and it’s about getting a solid online foundation of visibility, authority, trust and conversions. In other words, get found online, be heard and trusted, and convert visitors into clients.
A great website. Not just a beautiful website, but a great website that’s built on a modern platform, with modern code, professionally designed and maintained. A website that doesn’t look like an online brochure, or a kindergartner’s first attempt. A website that’s built around a strategy of attraction, pre-selling, and conversion.
Local SEO (search engine optimization). Implement and manage the fundamentals of local SEO so you show up when people in your market are searching for your service. That’s the slam-dunk of digital marketing … the one-yard-line, if you will. It’s not the end-all and be-all, but you must get this right! PS – this includes a system for getting lots of great online reviews!
A consistent, relevant, and optimized blog. Content is still King with Google and fresh, relevant content, optimized for the search engine is a linchpin of digital marketing success.
Email marketing. Email marketing to your warm market delivers the un-contested best return on your marketing investment. If you’re serious about driving revenue with digital marketing, get your email marketing game dialed-in now.
Marketing automation and lead flow management. Everyone focuses on lead generation, and while that’s a must-have for digital marketing success, it’s not enough. You need a strong marketing automation and lead-flow management system to turn leads into new clients.
The Secret Sauce
You may have already tried your hand at some or all five of these legal marketing essentials … with varying degrees of frustration and results.
The missing ingredient?
If you’ve been frustrated or under-whelmed with your digital marketing solution, odds are you’ve had a vendor relationship with your law firm marketing provider. They probably did exactly what you asked them to (since you are clearly the expert in digital marketing?), gave you some tools and a couple of tutorials and walked away.
What if you had expert help?
What if instead of hiring someone to take orders, you chose to work with a coach … a mentor and guide? The secret sauce in making all of this work is a partnership, where you take full responsibility for yourself and your law firm’s success … but you work with someone who can guide, coach and train you and your staff to accelerate your outcome and make it all work!
No judgment. It’s not a weakness to seek expert help and guidance, it’s just plain smart. This is why people should stay away from Legal Zoom and work with you – how many snarls have you had to fix that were created by inexperienced people wielding powerful legal instruments they simply did not understand?
When you work with an expert, you get insider-advice and the benefit of someone else’s experience. In other words, you’re no longer on your own to figure things out through the school of hard knocks with trial-and-error. Experience is a great teacher, but she’s really slow and ridiculously expensive!
Here’s What I Have for You
My team and I set aside time to speak with attorneys and map out a revenue strategy to achieve their goals. We call this a break-through strategy session, and it takes about 45 minutes to an hour. During these sessions we learn more about you, your law firm, your goals and what you see as your biggest challenges right now. Then we help map out a step-by-step strategy to overcome your challenges and exceed your goals. You’ll walk away from this session with massive value, knowing exactly what you need to do next … even during a global pandemic!
The cost for these sessions?
We don’t charge for these strategy sessions, but we do ask that you agree to a few pre-requisites. First, come with a coach-able mindset. Be honest with us, just as you would be in a doctor’s office. We can’t help if you hold back the truth. Second, this session is for estate planning and elder law attorneys who are committed to serving more clients, growing revenue, and becoming self-reliant and bullet-proof. No buffalo-hunters!
We’re seeing an explosion of Facebook advertising popping up from lawyers, new to the platform and anxious to drive revenue during these difficult times. The biggest question I have when I see boosted posts and hasty invitations to live events is — I wonder what their testing budget was for this campaign?
Before you start throwing money at a new platform, you’ll need a plan to test the market. Otherwise, you’re wasting precious time, squandering money, and weakening your market response … yes a market can be fatigued to your messages and response rates disappear with haphazard messaging!
What aspects of your advertising will you want to test?
Targeting— getting the right message to the right audience is the first step to get results. Targeting impacts click-through and conversion rates.
Messaging— even if you have the right target audience, you’ll want to test your ad images, headlines, copy, calls to action and placement. Your ads need to attract attention, get the user to stop scrolling, hold their interest and get the click. If your ads don’t do that, or don’t do it well, your campaigns will never perform.
Conversions— One of the biggest mistakes I see with DIY Facebook advertising is dropping the ball on conversion tracking. Whether it’s in setting up the campaign goals, properly placing the pixels, or just not having a clear conversion track … the fastest way to throw away money on Facebook is to advertise without optimizing for conversions. Did you know that Facebook’s algorithm is actually there to HELP you get more conversions? If conversion tracking is set up properly, Facebook will optimize your ad delivery to get the most conversions. But if the conversion tracking is not set up properly, or not set up at all, your ads will perform worse and worse over time — your ad delivery will sink, cost per click will go up, and Facebook may eventually stop showing your ads entirely.
The best way to get Facebook ads working for you?
Make a plan for targeting, messaging and conversion tracking, then set aside time and budget for testing. Once you get things dialed-in, Facebook can deliver consistent, quality results. But skip this part and it becomes a money pit of wasted opportunities and resources!
Investing in expert help can accelerate your results and get revenue flowing faster, while actually saving money!
Reviews are essential to your law firm marketing success … but what about the bad review? First, just a quick refresher on why online reviews are so important to your law firm marketing.
Google loves Google reviews (reviews that are submitted directly on their platform)!
Google does not share their algorithms with us, but webmasters agree that lots of great Google reviews will boost your website’s performance on local search.
People trust reviews. They are more likely to click-through to your website and more likely to hire you if you have a lot of positive Google reviews.
For these reasons, we encourage every one of our law firm marketing clients to be very intentional about getting positive reviews on Google and other platforms, like Facebook and Yelp.
But what about the bad review?
How bad is it, really … and what should you do about it? First — breathe. EVERYONE gets a bad review sometime. The more successful you are, the more people you work with (or decide not to work with), the more likely someone out there is going to get their panties in a wad and rush over to Google to vent their frustration and dissatisfaction. It’s a new fact of our online lives. How bad is it, really? Well, I’m not going to lie. It can be bad. I’ve spoken to several business owners who have definitely lost business due to a single bad review … often an unfair one at that. What can you do about it? You can make it worse … you can make it better … you can learn from it … and you can be pro-active to protect yourself from it. But you cannot delete it. Once it’s out there, only the person who left the review can edit or delete it.
Make it worse. Ah, the knee-jerk reaction that gets you into a no-win, public argument online. The review is unfair or untrue and you — as a trained advocate — can PROVE it. Tread lightly here, my friend. It’s oh-so-easy to look like a jerk online and this is an argument you cannot win. PLUS — the more comments and replies and the longer this thread becomes, the more weight it gets from Google and the whole thing just blows up into a bigger mess than before. Please do not start an argument in the reviews section online. It just never turns out well.
Make it better. There are several ways you may be able to make it better. The first would be to call the person and see if there was just a misunderstanding that can be easily resolved … and if so, take action and then ask if they would please consider editing their review. This happened to me once when I left a terrible review for a company. The owner called me the next day and straightened everything out. I went back and revised my review based on his understanding, willingness to listen, and quick action. Anyone can make a mistake, and I was impressed that this company admitted it and made it right.
Learn from it. A bad review may open your eyes to a weakness in your firm — whether it’s a rude receptionist or a break-down in your processes. A bad review could be a gift, showing you something about your firm that you didn’t know before. Take the criticism, learn from it and do better next time. Respond to the review by thanking the reviewer for bringing this to your attention and state what actions you will take or have taken to correct the situation.
Protect yourself from it. The best protection against a bad review is lots of great ones! Pro-actively request positive reviews from your many happy clients. Most people understand that a single bad review, among many great ones is just something that happens. Over time, the bad review will get buried and, if you didn’t make it worse by getting into a huge blow-up, most people will never see it. And if they do, they will take it with a grain of salt.
There is one more thing you could do. You could consider threatening the bad reviewer with a lawsuit. Since you’re a lawyer, this may be a real option for you. If the reviewer is being vindictive, if their claims are untrue and malicious and you can show harm … then you might think about it.
We have been hurt by a few disgruntled clients who went into a private forum, where we have no access, and wrote bad things about us. A few of our clients who are members alerted us and shared screenshots. Some of what was written is patently false, and of course there is “the rest of the story,” that we had no opportunity to tell. Several of our clients hopped in and told their positive stories … but to this day, we still have the occasional person who backs out of doing business with us because of these two or three disgruntled clients. Very frustrating. But at the end of the day, I consider it a gift. If someone allows these few unhappy clients to sway their opinion — despite our 25 years of success in this market, our many positive reviews, AND the unsolicited testimonials of our clients who tried to set the record straight — then that person may be very difficult for us to work with. I choose to Ho’oponopono and move on.
Disclaimer: Growing a small law firm to six or seven figures (or more) is not easy. The journey is both challenging and exhilarating. At every step you may be tempted to quit. Those who succeed are committed, coach-able and resourceful. If that’s you, let’s talk.