Images can convey messages in a unique way that words simply cannot, making them essential elements in building a strong marketing campaign. Branding and book photographer John DeMato joins Karin Conroy to discuss the best photo strategies to elevate your law firm’s brand. They explain how to make the most out of photoshoots, how to produce the right profile photos, and when to update images across your online profiles. John also stresses why using stock photos is a big mistake and how to give photographers the freedom to leverage even the most spontaneous moments of your business.

Lawyers who desire to succeed in their craft must learn the art of public speaking and hone their presentation skills. Otherwise, they can never exercise their influence or connect with other people. Karin Conroy sits down with presentation pitching and speaker coach Juanita Wheeler to discuss how lawyers can build their brand and reputation through persuasive public speaking. She discusses how to tailor your message according to the audience you are speaking to and how persuasion can lead to trust. Juanita also stresses the importance of having a clear objective before speaking publicly to fully resonate with the needs and interests of the people you are talking to.

In this episode, I’m joined by Angelo Ponzi, a Fractional Chief Marketing Officer at Kraft, and together we delve into the strategic methodologies behind effective law firm marketing. 

Angelo explains the importance of starting with comprehensive market research to understand customers, competitors, and opportunities. He emphasizes the critical nature of a robust strategy before diving into tactical actions such as website design, social media, and PPC campaigns. The conversation also explores the evolving role of fractional CMOs, the misconceptions around their services, and how tactics must follow strategic vision. 

The episode includes discussions on integrating AI in marketing, the significance of consistent and clear messaging, and the importance of tracking data to drive marketing decisions. 

Angelo gives listeners actionable tips on:

Resources mentioned in this episode:

• The Revenue Growth Habit by Alex Goldfayn

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In this episode, I’m joined by Pete Everitt, and we dive into the intricacies of Google Analytics 4 (GA4), AI's role in the legal industry, and strategies to boost SEO and conversions for law firms. 

We discuss key differences between GA4 and Universal Analytics, setting up Google Analytics effectively, and optimizing website conversions. Additionally, we explore the impact of AI on search, creating meaningful content, and leveraging AI for enhanced digital marketing. 

Pete also shares insights from 'The Million Dollar Weekend' by Noah Kagan and stresses the importance of sustained client relationship management.

Pete gives listeners actionable tips on:

Resources mentioned in this episode:

• Million Dollar Weekend by Noah Kagan

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In this episode, Jonathan Steele, a Chicago-based divorce attorney and partner at Behrman LLP, shares crucial insights on cybersecurity tailored for law firms. The discussion covers prevalent digital threats like phishing attacks, business email compromises, and domain security issues. 

Jonathan stresses the importance of identifying suspicious emails, employing preventive measures such as DMARC, DKIM, and SPF records, and the vital role of modern techniques like pen testing. The conversation highlights the generational challenges in adopting security practices such as zero trust and multi-factor authentication, emphasizing the need for constant vigilance, updated security systems, and proper training. 

Practical advice on protecting sensitive client data and personal information from identity theft and data brokers is offered, alongside a recommendation for Michael Basil's 'Extreme Privacy' book. This episode provides a well-rounded approach to maintaining robust cybersecurity in the evolving digital landscape.

Jonathan gives listeners actionable tips on:

Resources mentioned in this episode:

• Extreme Privacy by Michael Bazzell

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In this episode, John P. David, president of the David PR Group, discusses how law firms can prepare for and manage public relations crises. He outlines the importance of having a media policy, preparing for predictable and unexpected crises, and ensuring a single, clear point of communication during such events. 

John also emphasizes the role of PR professionals in handling crises effectively, by understanding media dynamics and delivering consistent messaging. The conversation provides vital insights into crisis management planning for law firms, including addressing regulatory challenges and the significance of updating privacy policies. Finally, the discussion touches on the importance of hiring experts for crisis situations and includes a book recommendation for personal reading enjoyment.

John gives listeners actionable tips on:

Resources mentioned in this episode:

• The Thursday Murder Club by Richard Osman

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In this episode, Mark Stern, CEO of Custom Box Agency, discusses strategies for enhancing client engagement and optimizing the customer journey to drive faster results and better experiences. 

The conversation covers the application of marketing funnels, the importance of physical experiences, and how to create premium customer interactions. Mark emphasizes the role of strategic client engagement in driving revenue, particularly for law firms, and illustrates the impact of customized box experiences in different stages of the marketing funnel – acquisition, delivery, and retention. He provides practical examples of how this approach can improve client onboarding, educational efforts, and long-term client retention.

Mark gives listeners actionable tips on:

Resources mentioned in this episode:

• Who Not How by Dan Sullivan

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In this episode, Paul Counts and Shreya Banerjee return with excitement to discuss the evolution of SEO and its critical role in marketing strategies for law firms. 

They delve into the concept of 'Social SEO', which emphasizes creating keyword-focused content to improve search engine visibility on social media platforms like Instagram and TikTok. The episode also compares past and present SEO practices, such as the shift from using purely hashtags to incorporating relevant keywords in social media posts. 

More practical advice includes the importance of writing for human readers rather than AI, using tools like Google and Instagram's search features to find popular keywords, and having a critical 'above the fold' section on websites that captures visitor attention. The discussion also covers the foundations of conversion rate and sales optimization (CRSO), with an emphasis on understanding customer pain points, designing powerful calls-to-action, and using tools like Inspectlet to track site performance. 

Paul and Shreya gives listeners actionable tips on:

Resources mentioned in this episode:

• The Ultimate Sales Letter by Dan Kennedy

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In this episode, Cindy Chang, a personal brand coach and marketing strategist, discusses sustainable client relationships and strategic branding for business owners, particularly those in service-based industries. 

Cindy shares insights from her experience working with Fortune 500 companies and running her own business, The Hustling Heart. Key points include the importance of distinguishing oneself from the company, the role of problem-solving and thought leadership in branding, and practical strategies for maintaining client relationships. The discussion also touches on utilizing one's network effectively, the value of feedback, and balancing reputation with personal connections. 

Cindy gives listeners actionable tips on:

00:00 Intro

01:36 Transitioning from a Firm to Your Own Business

03:37 Establishing Your Unique Identity

07:07 Gathering Feedback and Building Reputation

09:45 Maintaining Client Relationships

13:45 The Value of Personal Connections

15:17 Starting and Sustaining Your Own Business

23:31 The Role of Referrals and Networking

25:05 Thought Leaders Library: Book Recommendation

33:16 One Big Takeaway

Resources mentioned in this episode:

• Grit by Angela Duckworth

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In this episode, writer and lawyer Kevin McGoff discusses the complexities and best practices surrounding law firm exits. Drawing from his extensive legal career, Kevin emphasizes the importance of self-reflection, understanding personal strengths and weaknesses, and seeking professional advice when contemplating a career change. 

The conversation also delves into the ethical considerations and strategic planning necessary for both leaving the legal field and starting a new firm. 

Kevin McGoff is the author of Find Your Landing Zone – Life Beyond the Bar, published in 2023. He is a writer, speaker, and lawyer. Kevin is also an avid cyclist and inveterate traveler. During his career, Kevin worked for a state agency, ran a solo practice, and started a law firm. Later he served as General Counsel to a large midwest firm.

Kevin developed a successful program to complement his book designed to motivate lawyers and other professionals to progress from thinking about what’s next in life to creating a personal plan to make it happen.

Kevin gives listeners actionable tips on:

00:00 Intro

06:49 Understanding Your Strengths and Interests

09:53 Taking the Leap: Transitioning Careers

13:16 Starting Your Own Law Firm: Financial Planning

17:45 Ethical Considerations and Client Relations

22:56 Setting Up a New Firm: Practical Advice

31:05 Book Recommendations and Final Thoughts

36:38 One Thing That Works

Resources mentioned in this episode:

• From Strength to Strength by Arthur Brooks

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