Counsel Cast

In this episode, Jenny Wright joins me to talk about how law firms can optimize their lead generation efforts. She explains that while SEO is an important avenue, it should be considered a long-term investment and not the main focus out the gate. 

The discussion shifts to the importance of choosing the right lead magnet and how it should be custom-fit to the law firm's specializations and target audience. We also cover common mistakes in lead generation, such as a poorly converting landing page and lack of consistent marketing efforts. Jenny emphasizes the importance of regularly posting on social media and committing to a marketing strategy for at least 90 days. The conversation touches on the concept of a marketing funnel and the importance of understanding it to avoid marketing pitfalls. 

Jennie Wright is an expert in email list growth and lead generation with over a decade of experience helping business owners achieve their marketing goals. She is the creator of The List Injection Method™, a system that uses inbound attraction and permission marketing to help clients and audiences generate leads.

With a track record of building over 375+ list builds, Jennie has a deep understanding of the essential steps to creating events that not only attract ready buyers, but also build trust and engagement with audiences.

Jennie's mission is to empower business owners with intelligent and authentic marketing, lead generation, and business growth strategies that drive bottom-line results. She is a sought-after speaker and consultant who inspires audiences with her expertise, passion, and practical advice.

Jennie gives listeners actionable tips on:

Resources mentioned in this episode:

• Making It So by Patrick Stewart

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In this episode, Rich Haik, the owner of Alpha Social Media and host of the 'Let's Talk Social' podcast, joins me to explore the significance of digital media and social platforms for businesses. 

With over a decade of experience in digital media and social media marketing, Rich shares an insider's view on the evolution of social media and its influence on various industries. The discussion revolves around the importance of building an effective online presence, the changing dynamics of LinkedIn for legal marketing, reasons behind the limited effectiveness of certain automated outreach tactics, and tips for creating impactful content. Rich emphasizes the need to consider one's audience when choosing a social media platform and discusses the future of Artificial Intelligence in content creation and the workspace.

Coming from a deeply entrepreneurial background, Rich Haik developed a passion for technology and social media early in life, influenced by his dynamic exposure to the business world. This interest became the driving force behind his decision, at the age of 23, to establish his own agency specializing in social media and web design. Beyond mere entrepreneurship, this endeavor aimed to integrate his skills and interests, creating a space where he could provide value to others. Now, five years into the venture, Rich's agency has evolved into a hub for innovation and creativity in the digital realm, offering comprehensive marketing solutions and standing as a testament to the convergence of passion and profession in the fast-paced digital landscape.

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In this episode, Philippa Gamse, a Digital Marketing Strategist, shares her insights on how business owners can leverage their website analytics to improve their marketing strategy. 

Analytics provide a wealth of information that firms and lawyers can utilize to understand if their website is functioning optimally, what areas can be improved, and avenues to potentially extend their income. Philippa emphasizes the need for businesses to understand what they want their website to achieve and use analytics to see if these goals are being met. 

Philippa is an Internet veteran of more than 20 years, author, and international business school faculty. She's helped clients in N. America, Europe and the Middle East to create effective digital marketing strategies and understand their digital analytics data to grow their business both online and offline.

In the course of reviewing more than 5,000 websites, Philippa has found that almost all of them were leaving money on the table, either in missed opportunities for revenue growth, new products, services or target markets, or by wasting money on ineffective marketing. 

Philippa gives listeners actionable tips on:

Resources mentioned in this episode:

• Don’t Make Me Think by Steve Krug

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In this episode, Robert Brill shares his expertise on how to optimally use advertising for business growth. He emphasizes the importance of creative development every 3-4 weeks, iterating ad creatives based on performance and audience resonance. 

Robert discusses the shift from keyword targeting to a more broad targeting strategy, which gives Meta's (formerly Facebook) machine learning algorithm the chance to find a business's best customers through accumulated data. He also elaborates on the importance of having a holistic marketing strategy that covers all levels of a sales funnel. He suggests that the most significant metric is the algorithm chosen and how effectively it achieves the business's objectives such as generating more leads.

Robert Brill has worked in advertising for 20 years, and is the CEO of Brill Media, a media buying agency that focuses on precision advertising for business growth. The company has been honored 10 times across Inc 5000 and Financial Times 500. 

Robert gives listeners actionable tips on:

Resources mentioned in this episode:

• Pre-suasion by Robert Cialdini

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In this episode, Jeff Felton discusses his expertise in using email marketing to retain existing clients and attract new ones. He warns against a referral-only marketing strategy, advocating instead for a more comprehensive approach. 

To enhance client relations and build a positive reputation, Jeff proposes using newsletters, regular content creation and capitalizing on trust, generosity, and a human-focused brand strategy. He also underscores the importance of positioning oneself as a thought leader in their respective market. 

Jeff is an email marketing strategist and copywriter who helps service-based professionals hustle less for leads and build armies of loyal fans. In 10 yrs of marketing experience, Jeff has worked with 40+ brands, written thousands of marketing emails and written hundreds of web pages.

Jeff gives listeners actionable tips on:

Resources mentioned in this episode:

• Marketing Rebellion by Mark Schaefer

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In this conversation, Max Gutsche, co-founder of Unifier, a content scaling platform, discusses how his platform uses AI to scale already existing content into different formats, providing a highly efficient way to repurpose knowledge. 

Contrary to generic AI generators, Max emphasizes the importance of starting with unique and creative knowledge and then using AI tools to spread it across different formats. He notes that investing huge amounts into unproven innovations often leads to failure, drawing an analogy with restaurants that test, refine, and settle on a successful menu. 

Max also stresses the importance of consistency, failure absorption capacity, and recording unique thoughts for content generation in the ever-evolving AI and marketing landscape. The discussion also covers potential legal issues with AI-generated content and predictions about the use of AI in producing web content.

Max gives listeners actionable tips on:

Resources mentioned in this episode:

• How Innovation Works by Matt Ridley

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In this conversation, marketing expert Alison Kay talks about the crucial roles that Search Engine Optimization (SEO), email marketing, and audience research play in helping brands attract their desired audiences. Emphasizing the importance of a service-based approach to business, Alison discusses how to optimize brand strategy and its alignment with SEO to get the best results for service-based businesses. 

The conversation includes discussions about engaging ideal clients, understanding their needs, optimizing online content for search engines, improving brand authority, enhancing team dynamics and workplace culture, and much more. Alison also stresses the value of shifting from generic marketing strategies to ones tailored to specific customer needs to improve brand visibility and relevance.

Alison K supports brands putting good into the world with marketing consulting and training. She shows you how to make your marketing ethical, doable, and lovable so you stick with it to get the goods and do more good. Her mandate: to raise marketing literacy for founders and small but mighty teams making a difference in the world. No matter how many fart jokes or bad puns it takes. When not acting the weirdo online, she can be found sharing her snacks with her two pet parrots in Nova Scotia, Canada.

Alison gives listeners actionable tips on:

Resources mentioned in this episode:

• The Song of Significance by Seth Godin

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In this episode, Rob Freund, an advertising and e-commerce attorney based in LA, discusses common legal issues that marketers and content creators come across on social media. 

He began his independent practice in 2019 after working with Greenberg Traurig, representing various entities including direct-to-consumer brands, marketing and talent agencies and independent creators. 

He discusses issues like using content found online, copyright disputes and advertising litigation. He advises on the safest way to use music in content creation, reviews and deceptive patterns in advertising, as well as potential pitfalls in social media law. 

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In this episode, Thiago de Carvalho joins me to talk about designing your marketing materials that speak to your ideal client.

Thiago de Carvalho is an award-winning creative specialist with over 20+ years of experience leading user experiences and visual engagement campaigns on the publisher, agency, and client sides. He has delivered major marketing campaigns for brands like Coca-Cola, Samsung, and Red Bull by translating business needs into effective design solutions.

After successfully exiting both a digital agency and an advertising publication he founded, he launched Deer Designer - a premium on-demand design service that helps anyone in need of design work by giving them a professional team to do all their design work for a flat monthly fee.

Thiago gives listeners actionable tips on:

Resources mentioned in this episode:

• Buy Back Your Time by Dan Martell

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In this episode, Michelle Kop, founder of Level28 Media, discusses strategies for successfully scaling pay per click (PPC) advertising. She explains the differences between SEO and PPC, shares tips for creating effective ad copy, and emphasizes the importance of operational readiness to maximize the ROI of PPC campaigns.

Michelle Kop is a marketing consultant and award winning pay-per-click marketing strategist. She has over 8 years of professional paid advertising experience in Google and Microsoft Ads, with a specialization in lead generation for B2B and B2C companies. After working in corporate marketing with Fortune Global 500 Brands like Toyota and BP, Michelle founded Level 28 Media, a lead generation agency for small to medium businesses.

Michelle gives listeners actionable tips on:

Resources mentioned in this episode:

• Atomic Habits by James Clear

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