By Molly McGrath and Roslyn Drotar-Cassidy
The podcast currently has 36 episodes available.
Every minute an attorney spends marketing, they are not billing. It's the attorney's responsibility to be the rainmaker, not the marketer. Phil Blende from Law Firm Management Academy is here to discuss how attorneys can leverage their time through their marketing teams.
You've invested in a marketing person or team. Now it's time to trust them to do their job. It takes a marketing specialist to know which platforms will work best for your firm and present your message to get the most impact and maximize your presence.
A good marketing person will get down to defining your ideal client avatar within your first strategy meeting. Start from a position of clarity. Get clear on your ideal client avatar, which services you're offering, and your target demographics. Until you know who you're marketing to and why you're marketing to them, it's going to be a crapshoot.
Invest in your marketing by hiring smart people and then letting them do their job. Let them tell you what you need to do.
It’s up to the marketer to gain trust with the attorney by setting clear expectations, giving status reports, and knowing the numbers and analytics related to every dollar spent on marketing.
If it can't be measured, it can't be improved. Learn which numbers matter most to your business. It's part of the marketing person's job to educate the owners on what these numbers are, what they mean, and how to improve them.
What You Will Learn in this Episode
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
Measure What Matters by John Doerr
Email Phil: [email protected]
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
What is the difference between a marketing funnel and a sales funnel? I’ll break it down for you in ways that are easy to understand and save you the confusion that results when you “google” it.
Your marketing and sales funnels are two completely different funnels. They serve people at various points in the customer journey. Therefore, you need a different strategy for each funnel.
Let's start with the difference between marketing and sales in your practice. The marketing funnel is typically the entire journey that someone goes through from when they first become aware of your law practice to when they become a customer.
Marketing is doing anything and everything you do to make the phone ring or get people into your workshops.
Once that phone rings, once they are in front of you, marketing has done its job.
The purpose of the sales funnel is to make the offer and get your potential client to commit.
What You Will Learn in This Episode
Links and Resources
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
Have you ever felt ripped off by a marketing agency? I’m sharing a story from my own experience where I recently felt ripped off by a marketing agency. I'll also share some tips to help you avoid the same experience.
I've been interested in voice search for local services and haven't had the time to research. I saw an offer that said I could show up as number one in local voice-activated search on Siri, Google Home, and Android for digital legal marketing services. This looked like an excellent opportunity to test voice-activated search for local services.
I searched and found that there was no competition showing up in my local market. The nearest competitor was about 45 miles away. This looked like an ideal opportunity to check out this local search.
I did everything the marketing agency asked about keyword search and getting optimized for the keywords I wanted to show up for in the area. I even offered to figure out a way to partner with this agency if the experiment worked out well.
I was told it would take 30-40 days to show up in local search. After 60 days, I still wasn’t showing up.
When I started questioning the agency about why I wasn't showing up, they tried to upsell another service to me. They said that what I thought should be simple because I had NO competition would require more money and deploying an additional strategy. They did not mention any additional strategy on the initial sales call.
What I Learned from this Experience
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
Brett Trembly, attorney, and founder from Get Staffed Up, explains why it makes sense to bring your legal marketing in-house using a virtual marketing assistant. He shares what held him back from hiring a marketing assistant and why he wishes he would have done it sooner.
Brett is a firm believer that the more you delegate, the more you grow. He started Get Staffed Up as a side hustle, and it has grown so quickly it is now bigger than his law firm.
You've got to be honest with yourself when thinking about bringing your legal marketing in-house. Is your problem that you're afraid you can't afford a marketing assistant, or is the real problem that once you get that person hired, you're going to have to execute on all of the things you've been putting off? You get instant accountability when you hire someone for this role because you will have to give them content and some direction.
There are so many things not being done in every business and every law firm that if you find excellent, relatively inexpensive labor, suddenly everything around you gets better because now these things are getting done.
Brett shares what you need to consider when bringing your legal marketing in-house with a virtual marketing assistant.
Listen all the way through to the end to hear the special offer that Molly makes if you’re thinking about bringing your legal marketing in-house.
What You Will Learn
Links and Resources
https://getstaffedup.com/
https://www.linkedin.com/in/bretttrembly/
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
Is your CTA (Call to Action) intentional and effective? We are discussing CTA best practices in this episode.
Crafting a compelling call to action is critical to getting a potential client to take the next step in every place you share your marketing messages. Your website is one of the places where this will have the most impact. Fifty-five percent of the visitors who come to your website will spend less than fifteen seconds there. So you've got to grab their attention and be intentional with what you're offering them when they get there.
Creating a valuable offer or downloadable tool is only part of your call to action designed to grow your e-mail list. You also need to be intentional with the language you use when asking visitors to share their e-mail addresses with you.
Listen in to learn how to create an inviting and actionable CTA and where you should be sharing it.
What You Will Learn in this Episode
Links and Resources
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
When should you outsource rather than hiring someone for your team? Stacey Lake, the founder of LAWFECTA, is here to help us answer this question. She also shares their process and how they work with attorneys to support them remotely.
LAWFECTA, is a virtual paralegal, legal secretary, and assistant support firm offering remote services for attorneys, law firms, and other small businesses throughout the United States.
Working remotely with paraprofessionals is something that Stacey had been educating people about for years. She knew this was the way of the future. Since the pandemic, she has had to do much less educating because attorneys and clients are now more comfortable working with virtual assistants and paralegals.
Listen to learn when it makes sense for you to start outsourcing.
What You Will Learn in this Episode
3:27 How to determine which activities should be outsourced
12:02 How technology is used to onboard new clients
14:48 Why adding to your team should be viewed as an investment instead of a risk
16:05 How one attorney transitioned to a fully remote firm
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
https://lawfecta.com/about/
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
If you’ve decided that TikTok isn’t for you because you’re a lawyer, think again. Tik Tok is not an app “just for kids.” It is a great space to shine for all things branding.
Attorney Elisabeth Pickle, founder of Mindful Counsel, shares how she has used TikTok to attract new clients and generate referrals while being true to herself and her nature.
According to TikTok for Business, it is a space to “unleash your brand's creative side, a fully immersive, no judgment world where there's an audience for every void, no matter how big or small your business…”
Elisabeth discovered that there were many other professionals already on TikTok, and it was a place where she could answer audience questions.
While some of her colleagues wouldn't dream of using TikTok for marketing, Elisabeth has found that it is a way for her to be there for the client. Ultimately, she is here for the people. If TikTok helps her reach people and gets them thinking about estate planning and intellectual property, then that is what she cares about.
What You Will Learn in this Episode
4:24 Why lawyers shouldn’t ignore TikTok
6:52 How Elizabeth created a connection with her audience
15:02 The video production process
16:54 How to get into the right mindset for recording
18:23 Why you need to watch what other creators are doing on TikTok
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
[email protected]
https://www.tiktok.com/@elisabethpicklelaw?lang=en
https://www.instagram.com/mindfulcounsel/
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
Every time we ask our clients to create a video for us, they ask us for a script. We are typically a hard NO on providing a script for them.
Your videos should be creating a connection with your audience. When you show up over-prepared and reading from a script, you will fail to make that connection. You want to show up as you naturally would if you were talking to someone at a cocktail party.
In this episode, we are sharing our recommended framework for creating YouTube videos rather than scripting them.
The YouTube algorithm loves videos with high retention rates. Getting your audience to click on your video is only half the battle. Your goal is to retain your audience for as long as possible with your video. The more value you're providing and connections you're creating, the better your engagement and retention numbers.
TubeBuddy is a tool we recommend for helping you determine what video content you can rank for in your niche. We have a training in the Facebook group on how to use TubeBuddy. Please make sure you join our Facebook group and check it out.
What You Will Learn in This Episode
Links and Resources
https://www.tubebuddy.com/
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
Learn how to implement these six steps to manage your law firm's online reputation. These are simple actions you can take to start building trust online in your community.
6 Steps to Manage Your Law Firm’s Online Reputation
Getting reviews from clients is the most critical element of your online reputation management. Reviews are among the most significant factors in consumer research, especially when it comes to the legal space.
What You Will Learn in this Episode
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
There seems to be a lot of confusion around tech stacks and what you need for your law firm email marketing.
We are getting down to a solution, and what we know works to automate your email marketing as much as possible.
We've found that many legal CRMs don't have an email marketing tool built within them. And when they do, they're a little wonky, or they don't integrate well with other systems.
The most challenging step is usually getting the leads from your email marketing system into your workflow system.
Three Things You Need to Automate Your Law Firm Email Marketing
Once a client retains you, make sure that you remove them from your email marketing queue because now you should be having a different conversation with them. Now your conversation shifts to additional ways you can add value for them.
If this sounds complicated, reach out to us. We can help you get this process set up.
Stay tuned for future episodes when we dive into more tech stacks.
We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us!
Links and Resources
https://www.legalmarketingflow.com/
https://www.facebook.com/LegalMarketingFlow
https://www.linkedin.com/in/roslyndrotar/
https://www.linkedin.com/in/molly-hall/
The podcast currently has 36 episodes available.