DiscoverClienting: Digital Legal Marketing
Clienting: Digital Legal Marketing
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Clienting: Digital Legal Marketing

Author: Kelly Street & Gyi Tsakalakis

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Your place to get information about legal marketing in the digital age. Talking about all things client development, digital marketing and ethical implications of these topics in the legal field.
58 Episodes
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Kay Van Wey is a  board-certified personal injury trial lawyer with over 30 years of experience. She is the principal owner and founder of Van Wey, Presby & Williams, a Dallas, Texas-based personal injury litigation boutique firm. When Kay isn’t managing her firm or practicing law, she advocates for patient safety. Kay is a big believer in finding your "why", which is one of the things she credits for her ongoing enthusiasm for her work. Getting more news coverage- how do you take 1 high-profile case and get more than 15 minutes of fame? Publicity - high profile cases and were stories that needed to be told and developed relationships with reporters. How are you keeping up those relationships? Capitalizing on them? Dr. Death/Dr. Duntsch high profile case and got lots of PR spent lots of time & money on that case Dr. Duntsch reached out to Kay to threaten and ask for a job. Dr. Oz show - thought she'd get tons of clients from that and didn't Dallas news organizations Attorney At Law magazine articles Small but Mighty article: https://attorneyatlawmagazine.com/kay-van-wey "Standing up for the little guy" Marketing has been hard over the years and has involved a lot of patience and learning. When it comes to picking a marketing agency, Kay has been really picky about content, which makes the cost high from her time and her associates time perspective. 10 years prior to Dr. Dutch, Kay's firm represented a similar case and was on 60 minutes. Unfortuantely with no effect or results of getting clients. It just shows that big PR cases don't necessarily lead to more clients in your firm. 
Discussion of ways lawyers can be there for clients (and potential clients) in the uncertain COVID-19 environment. We also say congratulations, farewell, good luck, and until next time to Kelly as she embarks on her new venture.
This episode of Clienting is with a lawyer and podcasting powerhouse, Morris Lilienthal.  Mo is a lawyer at Martinson & Beason in Huntsville Alabama. The son of a judicial assistant, Mo is a passionate lawyer, advocate for March of Dimes and a passionate advocate for life & sports in Alabama.  Podcast: The Mo Show (Live) on FB Live and then YouTube and then podcast - podcasting for 2 1/2 years We talk about Mo's Podcast process, the equipment he uses (it's easy and inexpensive), how Mo finds guests, and what he does once the podcast/Facebook Live is recorded.  What do you do with the podcast once it's recorded? Blogs, links, repurpose content, eNewsletter Personal Brand --> pushed through the firm Share your Why? March of Dimes, Family team,  TV Appearances Building an interest base in Alabama Rotary, MADD, sports Trash Pandas Local links/SEO Rocket City Moms Other shows that you can hear Mo talk about his "Why's" and marketing efforts. National President of Mother’s Against Drunk Driving:  http://bit.ly/MoShow-MADD-FB National President of Rotary International:  http://bit.ly/MoShow-Rotary-MarkMaloney-FB Former NFL & Alabama & Auburn FTBL Players Tony Dixon and Courtney Taylor:  http://bit.ly/MoShow-Dixon-Taylor-FB Madison Mayor Paul Findley:  http://bit.ly/MoShow-PaulFinley-FB UAH Basketball Coach John Shulman: http://bit.ly/MoShow-CoachShulman-FB Voice of the Trash Pandas Josh Caray:  http://bit.ly/MoShow-TrashPandas-FB
Megan Zavieh focuses exclusively on attorney ethics, representing California attorneys facing State Bar disciplinary action and providing tools for lawyers to defend themselves through ethics investigations and prosecutions.  She also provides resources to practicing lawyers to structure their firms to minimize their ethics exposure.  She writes about ethics at CaliforniaStateBarDefense.com and AttorneyatWork.com. Megan is a mother of four, an avid Spartan racer, and a distance runner.  She earned her JD from Boalt Hall of the University of California, graduating Order of the Coif.  She is admitted to the United States Supreme Court, and the state courts and several Federal district courts of California, New York, New Jersey and Georgia. This episode covers tools for ease in Client Development, getting more out of marketing, making sure your firm is using the right technology, and ethics changes in reform - but where to start? CONTENT Content repurposing; write a blog and turn that into a podcast, then break that down into social media posts. Take 3-5 questions people have and turn each one into a blog post, a LinkedIn article, or social media posts and videos. Technology & Ethics What server are you using?  How secure is your client data? Ethics Changes in Reform Mental Health Discipline Social Media- lawyers are no longer as scared as they have been in the past Transparency in Information - lawyers need to be more transparent in marketing and client interactions becasue the internet can give some of the answers of cause mistrust. How are you marketing your law firm/services? Start implementing:  Content repurposing: content blog to podcast to social media posts in bite-sized form.  Take the top 3-5 questions people have and turn them into blog posts Podcast - Lawyers Gone Ethical Speaking engagements Social Media Will Hornsby - Attorney At Work - What didn't happen in legal ethics reform in 2019?
Marco Brown is the lead attorney at Brown Law, a Utah Family Law Firm focusing on providing affordable, flat-rate divorce services. Marco is a husband, father, and divorce attorney in Salt Lake City, Utah. Nothing makes him happier than cooking, eating, and traveling, except maybe reading. This episode focuses on capturing the low-hanging fruit of more money without necessarily spending money. We talk about creating a flywheel - the cyclical process of client experience. As a small business owner, Marco also shares how he has been able to find and have money to market his firm AND learn how to attract the clients that his law firm wants to serve. Automation- what can you automate to help create less friction and more money. Following Marco's rules: Setting up systems, especially payment. Fire your worst client this week. Get rid of that person, you will make more money. Specialization in one area of the law. Marco's technology to use: Google suite, Clio, Scheduling, Zapier
Josh Gerben is a trademark attorney and founder of Gerben Law Firm, PLLC. The law firm was created by Mr. Gerben to help small and large businesses alike have access to trademark lawyers who are affordable and responsive to their needs. Mr. Gerben represents a wide range of clients, ranging from small start-up businesses to large multinational corporations. Since beginning his practice, Mr. Gerben has represented clients in over 4,000 trademark matters. Marketing your law firm vs. the business of law What to ask a marketing agency: What budget is necessary and is needed to move the needle and get results. Without understanding what the time and budget investment are, honestly, you may not spend enough or get results? What kind of work will the agency do? Content, on-site work, types and amount of link-building (and links are super important), Monitor your agency and make sure you get reports on the things that are important to your law firm’s growth. LinkedIn Great for building a network and increasing visibility in your field. Haven’t gotten clients as of yet but Josh is working on getting there! Direct Mail Josh and Gerben Law have tried to incorporate direct mailer boxes to increase their network but those haven’t panned out thus far. Positioning yourself against commoditized legal services. Try not to sell the unsellable. Competing with LegalZoom, quality and pricing, managing pressure on fees Business of Law Using this aspect to get referrals, speaking engagements, create a public image and PR Josh has been featured on Fox News, NPR, New York Times, Wall Street Journal - how are those things happening?  Leads that go unresponded to and why- practical daily business Understanding who your clients are and how to attract them Selling to someone who isn't going to buy- how to manage this when feeling 'desperate' Templates for responses?
Gyi and Kelly are here for their 3rd Annual Legal Marketing Trends episode.  Voice Search - any updates here? Influencer marketing - Lawyers as Influencers https://www.instagram.com/iamcaez/ https://www.aimclearblog.com/wave-bye-bye-to-these-digital-marketing-trends-pubcon-speakers-speak-out/ https://marketinginsidergroup.com/marketing-strategy/2020-marketing-trends-you-need-to-know/
Who are Ryan McKeen and Hailey Rice? Ryan is the CEO of Connecticut Trial Firm, LLC. In 2019, Connecticut Trial Firm was ranked #15 on the Law Firm 500 list of fastest growing law firms in the United States. Ryan is also a co-author of the best selling "Tiger Tactics: Powerful Strategies for Winning Law Firms". He speaks around the country helping lawyers build practices that transform the way law is practiced.  Hailey Rice is a Connecticut-based personal injury attorney, zealous social media participant, and host of the Woman on Top podcast.  Hailey approaches content generation and marketing through the lenses of leadership, modernizing law practice and the unique challenges faced by women in business. How is your law firm getting clients? Organically grown - slow and steady growth, which allowed them to build strategically over time.  Blogging since 2007 Working with a digital marketing agency: This has become table stakes for a personal injury firm. Ryan discusses how it has become essential to the firm to have someone who is dedicated to understanding the chnages on Google and focus on link-building to keep their law firm top of mind with all of the algorithm changes. Content Marketing Web pages Book (Tiger Tactics) Social Media Local link-building movie rental Videos LinkedIn for Lawyer referrals Lead tracking and Data Lead docket Get FIrm Flex (social media management) Hailey: Woman On Top (iTunes) TikTok (@thehgr) - Hailey is experimenting with this social media platform to see how lawyers can leverage it by staying up on trends.  Links: Ryan's blog Connecticut Trial Law Facebook Page Ryan's LinkedIn Page Tiger Tactics  Ryan - 5 Point Friday
In a first for Clienting, we're bringing a guest back for a second episode. Erin Gerstenzang is a practicing Criminal Defense attorney based in Atlanta. We discuss future-focused law firms who are looking at where clients are going to come from tomorrow, not just today. In our last episode, we focused on how speaking engagements can build up your referral network and boost your online presence through links, videos, and more. Today, we're going to talk about how to look outside of traditional means to inform your client development, marketing, and your law firm as a business.  Revamped and updated your website: Why? How did Erin decide on and work on the new look and feel- what informed her choices? What was the process? We discussed how the new version of the law firm website shows much more about the process of working with Erin and better reflects her as a lawyer. Added Hemp Law: How does someone go about diving into a new niche? Forecasting your practice area Where and how to market those services differently?  Erin's Online DUI Course: Leveraging specialty knowledge in the law for marketing and client development, Adding alternative revenue streams in the practice if you're not "all law all the time" How lawyers are learning the business of law, beyond CLE's Who is Erin Gerstenzang? Erin Gerstenzang is a trial attorney with a law practice in Atlanta, Georgia. She provides concierge-level service to clients facing drug and alcohol-related offenses. In addition to running her boutique criminal defense law practice in Atlanta, Georgia, Erin Gerstenzang is dedicated to helping other attorneys succeed in their practices. She is a regular speaker at CLE events across the country and helps lawyers understand legal ethics in a technology-enabled world. She also lectures on women mentoring women, design-thinking for law firms, and using social media to build a legal brand
Allison Shields joins Gyi and Kelly to discuss the 2019 ABA Marketing Survey. We've deemed this episode "Random Acts of Marketing" because that's what the data shows are happening in the majority of small law firms. Allison C. Shields is the President of Legal Ease Consulting, Inc. where provides practice management, productivity, marketing, business development, and social media coaching and consulting for lawyers and law firms. As a former practicing lawyer, law firm manager and partner herself, Allison understands the unique challenges faced by lawyers today in trying to juggle practicing law, handling clients, and managing and growing their businesses. Allison is also the co-author of the brand-new book, Make LinkedIn Work for You: A Practical Handbook for Lawyers and Other Legal Professionals, now available on Amazon.com. Introduction to the survey and survey methods. Marketing Methods in use: The leading channels for marketing across all firm sizes are email (41%), Facebook (30%), and direct mail (19%).  Solos are more likely to use Avvo, with 25% of respondents reporting that they use the platform. What are solos doing for marketing? Solos most often use email (40%), followed by Facebook (26%) and Avvo (25%).  Facebook was the most popular channel for lawyers from firms of 2-9 lawyers at 39%, followed by print at 33%.  In firms of 10-49 lawyers, respondents reported using email most often (47%), followed by print (41%). Law Firm Websites 86% of respondents have a website.  Only 57% of solos have a firm website Over 90% of respondents in all other firm sizes report having a firm website. Who is doing the marketing? 9% of respondents, (60% of solos), said attorneys do the marketing.  31% of firms overall have internal marketing staff, 17% use outside consultants, and 16% report that administrative staff performs marketing functions for the firm.  13% of respondents say "no one" is responsible for marketing in their firms, including 30% of solos and 13% of respondents in firms of 2-9 lawyers. in 2019, more solos and firms with 2-9 lawyers report using an outside consultant (34% and 41% respectively) for their firm website than they have reported in previous years.  Larger firms rely more on marketing staff, IT staff, or a firm webmaster for managing their sites.  30% of all respondents report that their firm uses an outside consultant or agency for search engine optimization (SEO). Website maintenance:  25% report their website is primarily managed by an outside consultant, 22% are managed by one lawyer within the firm, 18% by marketing staff, 12% by firm IT staff, and 9% by firm administrators.  (51%) and firms with between 2-9 lawyers (34%) were most likely to report that one lawyer was responsible for maintaining the firm’s website, which has remained steady since 2015. What are the agencies doing? - Mostly SEO over Adwords/PPC 7% of all respondents indicated that their firms were using AdWords, but 9% report using an outside consultant or agency for AdWords or pay-per-click advertising (PPC).  80% of firms are participating in some sort of social media, only 26% use an outside consultant or agency for social media.  59% of respondents report that their firms do not use a consultant for SEO, AdWords/PPC, or social media. In firms of 2-9 lawyers, 40% of respondents reported using an outside consultant for SEO, 23% for social media, and 15% for AdWords/PPC.  35% of respondents from firms of 10-49 lawyers reported the use of an outside consultant for SEO, and 32% for social media. How effective is law firm marketing? ANALYTICS: 38% of respondents say they have access to analytics or reports to monitor the effectiveness of their website or blog. 41% do not have such access and 21% do not know. Do agencies provide analytics? only 17% of respondents indicated that they work with external agencies who provide them regular reports on marketing performance. Another 11% use these agencies but do not get regular reports, and 48% do not use an external agency at all.  Lawyers confidence in their marketing efforts was a 2.9 out of 5. Blog effectiveness: 49% have gotten clients as a result of blogging and another 34% do not know whether they have gotten a client or not.  Social media effectiveness: 31% report having gotten clients as a result, 44% say they did not, and 24% did not know.
For this episode, Kelly is joined by Raif Palmer, an Illinois Family Law Attorney, to dive deep on client experience and how to streamline, improve, and incorporate technology in a mindful way.  Raiford Palmer is a shareholder in a 12 attorney divorce and family law firm, Sullivan Taylor, Gumina and Palmer, P.C. (now d/b/a STG Divorce Law).  The firm serves clients in the Chicagoland area. He has a passion for client service and law firm management, and truly enjoys working with the team at the firm to help clients improve their lives and those of their families. When not working, Raif enjoys wall climbing, skiing, surfing, and paintball with his wife (and law partner) Juli and their children. Face-to-Face > Email, Text, Phone in Client Experience Client Development- sharing files, Slack & private channels for client communication, using Clio & Clio Grow, has lots of referral business but they also do technology and marketing- want to grow and not just stay in neutral, resistant to change and how that affects the practice. The practice of law and being a good lawyer is table stakes- it’s the rest of this stuff that makes all the difference. Rebranding your firm- how to carefully do this and make sure your clients aren’t confused. Work with a branding expert and make the changes slowly over a short period of time, transitioning your brand more than full rebranding. How being resistant to change is holding you, your law firm, and your clients back from better outcomes. How to add something new? Experiment on a small scale, try limited options or have just one lawyer try the new technology and see how it works before you roll out to everyone in the firm. Humanizing your firm: Read your reviews and know what people are saying about you and your law firm online.  Note writing site: www.handwrytten.com
Gyi and Kelly dig into the Clio Trends report and break down the pieces of the study. They also have some constructive criticism and suggestions for improvements Clio can make for next year's report.  We covered these sections: Referrals: In 2019's report, 59% of clients sought a referral from someone they know or have been in contact with, but 57% searched on their own through some other means—and 16% did both. Compared to 2017's report, which showed that 62% of clients sought a referral from someone they know and only 37% used a search engine. What do clients want in a lawyer? Millennials & Lawyers Shopping For a Lawyer What do clients want for Client Experience? Responsiveness
Sam's Bio: In 2013, I took the leap to start a virtual law firm right after law school so I could help entrepreneurs start their business and so that I could work online from anywhere in the world at the same time. Since then I've served 3,000 entrepreneurs start their business and I'm the only lawyer with more than 1,000 Google reviews.   I recently became the first lawyer in the ClickFunnels 2CommaClub ($1M generated with a funnel). I founded LegalFunnel which builds and manages automated and scalable funnels to generate legal clients so that other lawyers can find the same success with their own law firm!   ✅ First Lawyer with more than 1,000 5-Star Google reviews ✅ First Lawyer in ClickFunnels 2CommaClub ✅ Served 3,000+ entrepreneurs start their business in 4 years   Topics We Discuss 1. What's a Legal Funnel and how lawyers can get started with building their own automated client-generating funnel   Legal Funnel is a system that allows you to generate clients for your law firm on an automated-basis where a prospect enters a funnel and at the end of the funnel is converted to a retained client. Here’s the 4 essential parts of a Legal Funnel: 1. Traffic with either Google Ads, Facebook ads, or YouTube videos (videos) 2. Landing Page to convert the potential clients to leads (lawyers are not doing it correctly, keep it simple) 3. Content (Automated Email Series, Videos, Blog Valuable Content to nurture relationship and maintain communication to close clients over the phone (provide value before selling) 4. Retargeting on Facebook, YouTube, and Google to bring back potential clients.   2. How to consistently get Google reviews from your clients   3. 3 tools to automate your law firm   1. Upwork 2. Calendly 3. MixMax   4.  Valuable lessons I've learned in the past 4 years as an attorney  1. 80/20 principle: 80 of your results come from 20% of your effort, I urge you to find what’s working for you and double down on it, 2. Clients like working with PEOPLE and not companies so make your face and story prominent on your website — don’t make your website all about you, but make sure they know what you look like and your story before they call you. 3. Follow up is EVERYTHING — 80-90% of my sales are done through the follow up. I use MixMax for my email follow-up.
Delisi Friday- Marketing Director at Cowen | Rodriguez | Peacock What is it like to be an in-house marketer at a law firm? How does the law firm get clients? How do you avoid "the-all-things-to all people"- the idea that I have to be an expert at everything" scenario? Advice for people hiring an in-house marketer? Delisi manages all of the firm's marketing and business development initiatives. Incorporating marketing and the client development process makes sure their potential and current clients have a seamless experience, and that expectations set in marketing are met in the office.  Off The Record- a monthly magazine exclusively for attorneys, Trial Lawyer Nation- a legal podcast for attorneys in over 70 countries,  Business development; Nurturing of referral attorney relationships,  utilizing the corporate suite at the AT&T Center and, planning CLE seminars for attorneys. 
Travis Patterson is the Managing Partner of Patterson Law Group – a family-owned plaintiff’s personal injury practice in Fort Worth, Texas. Travis is extremely fortunate to be law partners with his beautiful wife Anna Patterson and his supportive father, Mike Patterson, who started the firm in 1995. When not working with his clients or on the practice, Travis can be seen in endless pursuit of his and Anna’s two young sons – Hayes and Jack – and two goldendoodles – Graham and Graford. Topics:  Marketing overview- what is your law firm doing to get clients?  Where are clients in their lives when they do legal outreach? What are your client's expectations upon contacting you? "Inside Out Marketing." Starting from the inside of your firm (current clients) and work your way out (future clients).  What does your office look like?  Create a client experience to set the tone for your clients: What expectations are you setting when you answer the phone and they enter your office? Reviews that support referrals  Proactive Communication Show up as a "human" for your clients. Diversifying your marketing: SEO, Videos, Paid Facebook (retargeting), Referral sources, etc. Where you are marketing must match your expected outcome and where clients are in the sales funnel. Retargeting is an important element of online marketing. For Lawyers section on your website- is that working well? Website within a website: Secondary/Spanish website Erin Gerstenzang article about being nice to your clients. 
Gyi and Kelly took a break from recording in August and they're super excited to be back, talking tech tools for internet marketing! When it comes to marketing tools, make sure that you understand how to use them and that you are getting added ROI by using the tool. Tools for PPC - Make sure to have tools for Speed, Mobile, and A/B testing. Unbounce - landing pages Optimizely for landing page testing Keyword research tools Answer The Public Clearscope Tools for SEO Ask clients or non-lawyers how they would describe the searches they would do to get help for that issue. Ahrefs Keyword Planner Google Search Console- check the impression data SEMRush Google Analytics Tracking Tools Whitespark Brightlocal Tools for Everything Else Automation & social media planning tools: Meet Edgar, Sendible, Hootsuite Buffer Later Sprout- more expensive but has more options for larger firms Mention Social Media Ads: AdEspresso Image tools:  Biteable, Canva, Ripple, Over, Clipomatic for story captions. Reviews: GatherUp Podium Email Tools: MailChimp Facebook & Instagram Ads  Automation
On this episode of Clienting, Gyi and Kelly answer former guest Rob Schenk's questions on journalist outreach, HARO, and conferences. Outreach The first rule of journalist outreach- you have to have a story! When doing outreach, the creative aspect is super important- don't make a journalist have to work for the story, give it to them. Journalists are people too- they want to know that you have more to offer than "I'm a lawyer and have things to say." Engage with them over time, "I'm here to help you cover this issue." Demonstrate expertise by showcasing examples from your experience.  Have a few outreach templates for this, which you can easily find in a Google search. Search for "PR Journalist Outreach Tools" Twitter: Search for subjects and people in your geographic area.  Focus on local reporters that cover stories related to your practice area and make sure they include your law firm website and/or your name.  Go where your audience is- if your audience is local, stick to local or industry-specific.  HARO - Help A Reporter Out, is a network for reporters and sources to find one another. You can register yourself as an expert and seek out the source requests.  Think about building a landing page for your lawyer outreach and speaking bio. You could include links to articles and quotes from articles here that you may not always want to, or be able to, include on your law firm website. Make sure to include the source material, your quote, your links, and everything needed for the article in your outreach.  Use Mention and Google Alerts to keep track of links and mentions where they may not link to you. Many sites now have a no-link policy. Conference Advice  What matters? The format, the speakers, and you. Are you participating? Who are the speakers? What are the topics? What is the format? Workshops allow you more engagement with the experts, so if you want to dive in, focus on those.  Legal Conferences: ABA Techshow - this year will include a Marketing Technology track AAJ - Their mid-year (Winter) conference includes a marketing track National Trial Lawyers Summit Crisp Gamechanger conference Clio PILMMA  LabCon - Lawyerist Marketing Conferences: Get outside of legal if you really want to learn marketing. You only get a legal perspective from a legal marketing conference. BEDLAM MozCon Ungagged Inbound Brighton SEO Searchlove State of Search - DFW SEM PubCon Engage - PDX SEM If you want to learn something, go on the internet. If you also want to meet people, have more engagement, create a referral network- go to a conference.
Ben Sessions joins Kelly Street this week to discuss all things Technical SEO, Local SEO, and Facebook Advertising.  Ben (The Sessions Law Firm) is an Atlanta-based Criminal Defense attorney who truly enjoys learning and doing great online marketing for his law firm and sees results in clients & cases.  What is Ben doing for his marketing?  Multiple offices; Ben has 3 offices and considers how his local search will be affected by the office location. He avoids coworking spaces for this reason but we do talk about ways to overcome this. Technical SEO; This is looking at the backend of your site, instead of focusing on the most beautiful website.  Utilize link tracking, like Moz, SEMRush, Ahrefs. This will help you keep track of your links online. Learn SEO basics like title tags, and more. This won't take a lot of time and will help you in the long run. Choose your website host carefully. Ben chose a proprietary platform, which he now regrets because he feels locked in and isn't getting as much SEO benefit out of his website Memberships = Links. For bar associations or any other membership site, capture those links to your profile. This may be the biggest benefit to your membership.  Pay attention to your analytics. Head over to your Google Analytics and Google Webmaster Tools accounts, check them regularly and earn the basics for both of these. Google My Business! We talk a lot about this but GMB is a great, easy, and free tool that every law firm can easily maximize.  Ben, when it comes to marketing changes & updates: "Do not let that uncertainty make you become stationary... you have to engage in this [marketing]." Referrals myth-busting! Ben supposes that referrals are not the main stream of legal clients in 2019. Make videos. Ben suggests starting on YouTube before posting to social media because you will most likely not get very much traffic but you will get experience. Also- don't just publish on YouTube. One key takeaway here- experiment!  Comments are actually good for your engagement metrics, so don't be afraid of them, even the negative ones! Reviews- Ben doesn't pay for reviews but he does pay attention to anywhere he gets them.  Ben "You may not have time to pay attention to reviews now but somewhere down the line, you will need to and it might be too late." Concerned about a potential client? See if they're leaving negative reviews online for other businesses and beware, especially if you are a lower volume law firm.  Paid Social & PPC - Ben has not had great luck managing his own PPC in the past but has found great success with paid Facebook in the short while he has used this method. Ben suggests posting videos and promoting them for engagement. Use call tracking and UTM codes to track your marketing efforts! Marketing is not set it and forget it!
Melissa Emery is the owner of Emery Law Office in Louisville, KY. She has built a successful practice out of standing up for the little guy, which is fitting because her story is one of defying the odds at every turn. When starting her own firm a few years ago, Melissa had her team call her former clients to update their address and information. This gave them an ‘in’ to reconnect and get referrals and permission to market to them via newsletter or email. Understanding your clients- Melissa knew from her intake that most of her clients don’t use email but they do use Facebook. She found this out by asking if they could email accident photos to her and they didn’t know their emails but they did have one because they had to in order to create a Facebook account. Offline Marketing Monthly Newsletter - mailer, goes out to past & current clients, referral sources, other lawyers, personal network https://referrals.thenewsletterpro.com/l/MELISSAEMERY/ Not focused on law, more of a personal approach Phone call check-ins; her great staff helps with this, based on policies and procedures Birthday cards; Derby cards Online Marketing:  Videos: Quality videos on your website are great for a one-off, but you can do simpler videos in your marketing. On Instagram stories, type out your audio because people often listen with the sound off. Reviews: Learned the hard way that if you get too many reviews in a short period of time, Google will start filtering those reviews. Create a review curation process and teach your staff.
Gyi Tsakalakis has a lot of interests but links are in the top 5. Kelly likes links too but isn't quoted like Gyi is.  Download our Link-Building Whitepaper! "meh, links" - The Origin Story It's great to have structured data, a fast website, and other SEO factors but Gyi proposes that link-building is the number one SEO tool to move the needle on ranking.  Challenge: If you have pages that are ranking without links, send them our way!  Link-Building Expertise: Link buying; if you pay for content, we do not consider that to be link-buying. We're talking "here's some money, put this link on your site" which Google does not like.  Sponsorships and donations in your local area are typically helpful and not harmful. Good links;  Domain authority- don't put all your weight on these numbers. It does matter if the site is topically relevant o your audience. Local links, reputable websites Directories; Fill out the free profile but these are NOT high-quality links Paid profiles are typically not going to help for links but could still get you clients because you have a promoted profile. Free strategies;  Unlinked Mentions Google Alerts Mention Link Reclamation
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