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a pleasure uh can you hear me okay sounds coming through okay okay so uh as jonathan said i'm kara pryor president at james publishing co-founder of our marketing amplifier system here at james publishing we've been publishing legal books for nearly 40 years so content is really what we hang our hat on here and we truly believe that great marketing does start with great content so i do spend most of my time talking to attorneys about how to really maximize their return on their marketing investment so i'm super excited to share with you today four effective content campaigns for small law firms we'll review low and even no-cost ways to improve the results you're getting from your current marketing efforts so let's not waste any more time let's dive right in so for effective content campaigns for small law firms content can be really helpful throughout the client life cycle and certainly with professional contacts as well so in this session i'll walk you through four ways that content can really improve the results of your existing marketing efforts okay so i'm talking about existing marketing efforts i'm not talking about spending a bunch of money to really try and increase your lead flow i'm really talking about how we can fill those gaps that currently exist in your marketing for really really low cost and in some cases no cost ways so today we'll definitely talk about how to use content to attract more qualified prospects certainly how to set more appointments more qualified appointments how to welcome those new clients with content and really set that critical kind of first impression and then how to help how to really kind of get help from your past clients for referral purposes and so on okay so i'm going to show you some very specific examples and really kind of provide some use today action action items so um the first section kind of attracting qualified prospects step one is really choosing a niche audience so to stand a bar to stand apart and certainly grab attention focus your outreach on a narrow audience don't try to you know be kind of everything to everyone right so the big advantage of targeting a niche audience is that your offer stands apart everyone wants to hire a lawyer who is successfully handled and ideally specializes in their exact legal problem right so for example a business owner whose marriage may be collapsing has special concerns will he have to sell the business in order to divide the marital estate for instance or will his ex become a hostile shareholder who kind of battles him at every board meeting so if you speak to those concerns and speak to those concerns directly and specifically when a business owner sees your educational materials you'll certainly stand apart from every other divorce attorney on the internet right and the same kind of targeting of micro audiences can certainly occur with every specialty simply select some categories in which your ideal clients cluster and you know that better than anyone here on the slide on the screen now i provided some specific examples if you see like for instance in bankruptcy maybe the niche audience is laid off workers nervous about losing their homes perhaps for estate planning it's folks worried about the pandemic who don't yet have a trust in personal injury could be accident victims with brain injuries family law maybe we're talking about business owners facing divorce or criminal defense a sample could be truck drivers with dui so ideally you'll really pursue sort of several different audiences within your specialty but the key is to really identify that's the very first critical step is identify these niche audiences and you know kind of figure out what their their special and unique concerns are and again you really you know you really know that better better than anyone so just start by identifying those areas and those unique concerns okay so on a similar note step two create a lead magnet that is aimed specifically at those niche audiences that you just identified right so once you've identified these desirable niches create some content that explains how their top worries can be eased your lead magnet it doesn't have to be something challenging to create or complicated to create you know a book or a lengthy booklet work great but also of course require quite a bit of time effort and resources we use books and booklets to attract and educate prospects for our clients but easier to create checklists pamphlets quizzes videos all work really really well again it's not the type of content that's important it's really the targeting that is so critical right so you need to address the key concerns what are the biggest fears of this micro audience is it losing a home is it perhaps having the kids fight over the estate is it not being able to pay medical bills having a disgruntled ex as a business partner maybe losing a license or livelihood right so here on the slide now i've provided some specific potential lead magnet titles that you could certainly use if if you find them relevant but by more or less provide them so you get a good sense of of what i'm talking about through examples so bankruptcy a great title for a lead magnet would be laid off and worried about losing your home read this free booklet estate planning is your state secure if kovitch strikes four steps to take personal injury the brain injured can require medical care for years how to cover the costs family law your divorce could require you to sell your business or not learn what makes the difference criminal defense does a dui have you worried about losing your commercial license watch this video now so you can see how these are very action oriented very highly educational highly valuable the whole point is you want to provide value you want to answer common questions and you want to really kind of narrow in on some of these niche audiences and what their special concerns are and address those in your content so moving right along in this kind of attracting qualified prospects section so step three offer your lead magnet in multiple locations this seems like a no-brainer but you know once you have a high-value giveaway be it a book a booklet a pamphlet a video you'll really want to publicize its availability right um certainly emailing the lead magnet or the asset out to any past clients or um you know any other email addresses that you might have on file great way to share it but social media is really ideal for this type of promotion as you're sort of giving rather than selling right and the the give rather than sell that should really kind of be the theme that runs through your marketing no matter what you're doing so you don't want to be talking at these prospective clients you don't want to be selling you want to be providing value answering many of their questions kind of establishing yourself as the authority and certainly conveying that that you're ready to help so social media really is an amazing channel for this type of content so boosting the facebook post that offers your giveaway can be an affordable way to increase response and certainly exposure um and you know i hear all the time from attorneys that you know well they don't have a facebook presence or they're not they're not currently involved in social media it only takes five minutes to set up a profile page a business page for your law firm on facebook it doesn't need to be anything fancy just fill out the basic information and then you have this amazing channel this amazing avenue to then share this this high value content that you've spent so much time creating so it's a really great way to kind of syndicate that that those materials and and that information so um we've personally had success offering lead magnets kind of in conjunction with an informational webinar so that's also an option so if you were to if you're an estate planning attorney for instance uh perhaps you're bringing your seminars online now offering a webinar plus a checklist plus a booklet that's a really great way to um you know to kind of offer offer that content but other lead magnet examples include as you see on the slide now exit intent website pop-up i'll show you what that is in a live sample of that in just a moment quarterly posts on facebook linkedin twitter so we're not talking about you know a crazy amount of content just pick a frequency on social that you can stick to certainly on youtube videos webinar handouts and the like but let me show you this um exit intent uh website pop-up that i that i mentioned so here on the screen is a sample of a pop-up so it's called exit intent pop-up because this is something that would appear on your website as your visitor goes to leave your site as they move their mouse toward that little x to to actually exit out of your site at the last minute this pop-up would appear or something something similar to it so you can see here we say you have questions about your injury claim we have answers 56 answers to be precise they are available in this free 24-page digital booklet which we can instantly email to you then on the right side you see a little screenshot of the the cover of the booklet and then these fields where we're asking for basic contact information in exchange for this valuable content so we're asking for first name certainly email address and phone number for follow-up but then you'll see this uh drop down right here that asks one what we call qualifying question in this case we're asking how immediate is your legal need shortly in the in my presentation i'll get into more specifically um kind of how to use some basic qualifying questions to improve the quality of your lead flow but but here's a look at just asking one multiple choice question can really help you kind of prioritize the urgency of that follow-up so is this prospect ready for a call right now are they just browsing are they you know hiring an attorney where are they in that spectrum and then the visitor will simply say yes send me your answer booklet they will automatically be delivered the digital booklet to their inbox and you of course will capture their contact information so the whole point of this exit intent pop-up is there is undoubtedly a group of visitors to your website maybe even a red rather large group who they're just not quite ready to book a console or to give you a call right but perhaps they're looking to gather more information looking to get their questions answered and those folks would otherwise leave without a trace we would never know that they were even on your site so this pop-up really captures that the contact information for those folks who you know aren't quite ready to kind of give you a call but you're able to capture their contact information and then nurture them along which i'll discuss in a moment nurture them along until they are ready keep in touch with them educate them and provide value on an ongoing basis that will certainly set you apart from your competition i can almost promise you that you know not too many other attorneys in your area are are doing this so this is a really simple way to add uh capture more clients uh excuse me capture more prospective clients from your website is this is this pop-up it works really really well we it for our clients and it's amazing the way in which it boosts your conversion rate okay so moving along in this going right through this kind of attracting qualified prospect section step four send requesters to your lead funnel so now that you have a prospect's interest and the information that you provide it's time to kind of steer some of them to setting an exploratory appointment with you right that's the goal so it's important to to realize that you know you don't want to kind of waste your time speaking with unqualified prospects right nearly the vast majority of attorneys that i speak with on a weekly basis complain to me about the low quality of their leads and that they're wasting time reaching out to folks who just you know they wouldn't be able to help or they're not qualified for one reason or another so ask a couple by asking a couple of multiple choice questions about the kind of degree and urgency of their legal issue it will really help prioritize the follow-up and and then you want to send the qualified prospects to a thank you page that provides a link to your digital calendar right so your offer should lead let me actually show you a sample of what i'm talking about so so here on the screen your offer should lead to a simple and targeted landing page that collects contact information and asks you know one or two kind of qualifying questions about the severity and urgency of the prospect's legal issues so you can see on the screen very simple dedicated landing page right so the only thing that we are talking about on this page is this uh bankruptcy answers and issues book this happens to be a pretty beefy almost 300 page book but we uh bullet out the the uh key points and really kind of the the type of content that they can expect from this book and then at the bottom email me a free copy of this book so you notice there's no distractions on this page we're not sending people to your home page where there's you know a lot going on maybe a free consult a free case evaluation you know inquiry forms it's very very focused and dedicated and you'll see that um at the bottom you know we're asking again very simple contact information and then the qualifying question and then here's a look at the thank you page so this is what the visitor would see after completing the form on the previous on the previous page so your thank you page should point out that the information provided is sort of necessarily general right but that you're available for a personalized discussion personalized appointment and then two on your thank you page you should provide a link to your digital calendar i'll talk more about uh the setting up a digital calendar in just a moment but you want to make it as easy as possible you want to remove as much friction as you can you know allowing making it just easy for your visitors your qualified visitors to set an appointment with you right and and the key is qualified you're not just opening this can your calendar up to to anyone we're qualifying them and um there there are several uh online even free online software tools that allow your visitors to self-set an appointment with you and i'll share those in a moment but uh the thank you page should be very brief and very straightforward and really um you know uh offer that uh self-set option okay so if we are opening your calendar to the qualified leads then you know step five we need to be diverting unqualified leads right so many of the lawyers i speak with actually most of the lawyers i speak with really do complain about the kind of low quality of their leads but this number can certainly be minimized by one asking qualifying questions as we mentioned and then two diverting the unqualified to a page that does not include your phone number does not provide access to your digital calendar you're sort of protecting your appointments for for those folks who you know that that you can or you're a little bit more confident that you can help so to minimize the number of unqualified prospects calling your office or scheduling appointments your funnel should steer the unqualified prospects to a different thank you page and like i mentioned the this kind of alternate thank you page should not give them access to your digital calendar and uh really should not recommend that that they call your office so we recommend asking about the severity of the legal problems so for instance in personal injury were they hospitalized in business litigation how much money is at stake in divorce what is the size of the marital estate you know you get the idea you know um you know the best qualifying question for your firm and for your specialty but um so after after kind of asking that simple multiple choice um question about the severity of their problem next we then ask about the urgency of the issue right so are they just browsing are they in the process of actually selecting a lawyer somewhere in between do they want to receive a call from your office this will help really really really set you apart and and really you're you're able to focus your attention or you know someone in your office their attention on those qualified leads okay so moving right along and the kind of the second uh section that i really wanted to cover is how to set more appointments using content right so step one show qualified leads a personal video adding a video to the funnel page on which you request a call or appointment will really meaningfully increase results i can guarantee you that the responders who watch your video will also be more knowledgeable and qualified right so the video should explain how you'll sort of remove the weight of the legal issue from their shoulders and how you'll work on a resolution so begin by sort of agitating the problem that's what i always that's what i always say like explain what can result if the issue is ignored or if the issue is kind of self-handled by the prospect and then detail the mistakes commonly made by the unrepresented then in this video you can briefly explain how you will address the issue how you specifically will address the issue and then finish with how good it will feel and what a relief it will be when the problem is transferred from the prospect's shoulders to your shoulders and then even better once that problem is resolved and keep it short so these videos really should be under three minutes that's kind of the max you know maybe maybe closer to to even one to two minutes but try not to go over three minutes but kind of be sure to cover the full life cycle of the legal issues so from the pain that it's now causing the prospect to the kind of partial lifting of the burden when you're retained through your work to obtain a resolution and then how good you know the prospect will feel when when it's all over uh video is it's so critical you know it's no longer a nice to have video especially you know during the pen since the pandemic right everyone is becoming comfortable with with uh you know zoom meetings and and virtual calling so i'm not talking about a high production value video this doesn't need to be something that you're spending thousands of dollars on it can honestly be shot with your smartphone it can be shot with your webcam and if you want to add if you need some basic editing you can always outsource that work for really really cheap you can find someone online maybe you know you know a friend or family member who can help you with that but don't overthink video because it is it adds so much color and light and and really builds that trust in a way that kind of no other medium can so um you know it's just it's just so critical to really really kind of hone in on uh the the questions that that your that your clients and and your prospects typically typically have and then address those through a basic a simple simple video so answer the faqs that that you hear you know better than anyone the common questions that you get from your prospective clients and your new clients and and you know everyone in between so make a list of those and just start knocking out some videos and video is also a really really great uh great tool a great asset to share on social media as i was adding earlier so i can't i can't stress enough how important video is and also how it doesn't need to be you know something super special but um let me show you a sample actually of a video that um that we provide to our clients i'll play just a few moments of this so you can get a sense of what i'm talking about so i'll play it now you were involved in an injury accident and suddenly through no fault of your own everything has changed you cannot work in the same way you used to you have medical bills to pay and complicated insurance issues to sort out it's no wonder you're feeling overwhelmed that's where we come in we are knowledgeable and experienced personal injury lawyers if you were injured dude okay so um you know that might look fancy it's it's not it's stock images stock footage and um you know something that can be pulled together pretty quickly but again it doesn't need to it certainly doesn't need to look like that it can just be you talking directly to your webcam and you'll i think you'll be really surprised at the response that you'll get from videos okay so moving along in this kind of setting more appointments section step two give qualified leads a link to your digital calendar so i touched on this a little bit earlier but i want to get specific here so ideally you can allow your prospects to set an appointment with your office directly from your website and directly from your funnels thank you page as i showed you earlier so people searching for information and assistance online expect to schedule digitally they they expect it to be easy they don't want to have to dial in listen to a representative list a bunch of available dates it's clunky it's it isn't easy so make it easy for your prospects to take a proactive step toward retaining you by scheduling an appointment whether that appointment is with you directly or perhaps that appointment is with a qualifier or a closer at your office but this calendar action access should really be present on your funnels thank you page on your website i always suggest including it in your email signature sharing it wherever you can so that you are able to receive those appointments those self-set appointments are are really really like gold so the fewer clicks necessary to schedule an appointment obviously the better and if if some phone qualification is needed before actually seeing you or you know seeing an attorney use the digital calendar to set an appointment with your qualifier right so you're still protecting your time um and you have your qualifier you know really kind of answering those additional questions that that you need answered before you know before you get on the phone or before you you know invite them in for an in-person appointment for instance um and there are dozens of software options that exist uh to um you know scheduling to that allow for self scheduling we like calendly that's uh c-a-l-e-n-d-l-y calendly but there are so many out there that make it really really simple you'll you just enter a few pieces of information and you and they automatically generate a calendar link for you ideally that calendar link is actually linking directly to your digital calendar assuming you used one so your outlook calendar perhaps your google calendar but if you even if you don't use a google calendar or a digital calendar you can still use you can still generate this url it just you know isn't quite as effective because it's not since it's not linked to your calendar you'd have to kind of manually input your availability so let's say you're available every tuesday and thursday from two to four for appointments you can kind of block out that section but um you know this is such a simple step really cheap step in fact calendly has a free option i'm just going to take a little bit of your time i would say 10 to 15 minutes and you'll really see your conversion rate your appointment set rate increase but but definitely provide access to someone's digital calendar this simple step will materially lift response okay moving along step three nurture the undecided leads this is the highest roi campaign you can put in place and i can't tell you how many attorneys i talk to just don't follow up with with their um you know with their prospects so it's it's really the lowest hanging fruit take please take special notes here if you implement one thing from my presentation today this should really be it it should be a lengthy prospect nurturing series too many lawyers abandon the prospects who don't immediately set appointments and that's a major error there's a huge opportunity there because people who've downloaded your information or otherwise kind of contacted your firm those are your prime prospects you can't ignore those folks a portion of them will eventually sign perhaps a large portion of them if you just simply stay in touch with content that's helpful that demonstrates your expertise shows you're ready to help so for our clients we use educational series of emails numbering between 18 and 20 emails some are lengthy all are educational your series doesn't need to be that comprehensive certainly if you have the time to create it it will it will last you years and years and years but start somewhere you know start with five add 10 you know just keep building it you will be shocked that you didn't do this earlier i promise you this is the lowest hanging fruit a portion of the prospects who downloaded your information they're just not ready to retain but they will be in the future if you stay in touch with them so um you know maybe they need a little bit of persuading um maybe they just simply need some time to decide kind of what action to take they need more information in order to know what action to take if you abandon them you're they're they're likely to look elsewhere right of course so follow up stay in touch with helpful information and it's this is you know write once use year after year after year this isn't something you have to always you know constantly be updating make a list of the most common questions that you receive from your prospects and your clients just start by making a list and then answer each of those questions in a new email you know the the most important part here is you can't do this manually meaning you can't individually send out these lengthy nurturing series these nurturing sequences to every prospective client that comes in so you have to automate it easiest way to automate it is through really any email marketing software so like mailchimp constant contact if you're using a crm certainly that will have auto responder capabilities drip campaign capabilities set it up once you write it you set it up in an auto drip series one time and you have it for for years and years and years so um certainly it will require some upfront writing and some upfront work but it it will absolutely be worth it in the long run i wanted to show you i really like showing examples so you can get a really good sense of what i'm talking about so here's a quick look at some of the educational booklets that we include in our prospect nurturing series for our clients um so in most cases prospects are receiving a short um you know couple sentence email uh about the book that we're providing them or booklet and then there's just a simple link to the the beefier booklet here you see um several of those again i just want to show you what we do yours does not need to be that comprehensive start somewhere and you know and you'll certainly certainly see results i can promise you that okay so moving on through the client life cycle you know we kind of covered prospective clients now we're moving into welcoming new clients so first step here impress new clients with a welcome kit so put yourself in your client's shoes you just signed up with an attorney that you don't know to resolve a legal problem you don't know much about i mean that's so that's that's a little bit scary right like you can understand the feelings of uneasiness from your new clients so positive first impression anything you can do at the beginning of that relationship you know will really really pay off not only in just easing fears and and you know certainly making your client your new client feel more comfortable it'll also make your job easier right so if you're able to you know let that new client know what to expect what will be expected from them they'll be better prepared and they'll be easier to work with certainly so but you know put yourself in your in your new client's shoes and and just think about it for a second you know how long until some visible product appears right if if more than kind of a few days passes between retention and kind of noticeable progress you really need to fill that gap too many attorneys sign and then ignore the entirely predictable sort of buyer's remorse that arises due to the time gap between retention and and when that visible work is done your firm very well may be working hard on the client's new matter i'm sure you are but can the new client see that work how do they know that progress is being made if they don't see anything they assume nothing is happening they're confused and that buyer's remorse you know will certainly set in so start the relationship off with an impressive collection of information that answers new clients most common questions we use a welcome kit that includes informative booklets a practice brochure and a cover letter so that's a way to approach it the cover letter is really critical because in that cover letter you're describing what the process will look like certainly what they can expect what will be expected of the client and kind of it's a great opportunity to describe your unique approach kind of who you are show who you are as an attorney show a little bit about who you are as a person but again just like with the prospect can campaigns and content anything that you're sending to new clients it's all about educating them helping them be better prepared helping easing you help to ease their tensions and establish you as the authority and and kind of reinforce that they made the right decision by hiring you that's what it's all about building that trust from the very very beginning so i mentioned our welcome kit so like i said here's a look at it now uh you might want to include you know the book or a booklet that that you created even for your prospective clients you could certainly repurpose it and use it for a new client welcome kit practice brochure cover letter anything you can do to really kind of convey your caring and answer those questions okay so going along with you know welcoming those new clients step two reassure new clients with an educational series so this is another collection of kind of right once use forever content that's cool right that's what we want we don't want to always have to be updating um because it won't be sustainable it's just not feasible so write once use forever so this is a series for your new clients that will kind of back up that welcome kit so rather than just the one punch you know they get one welcome kit and then you know you're kind of hands off until some of that visible work starts appearing it's the the whole point of this reassurance series is to avoid that new client remorse right so we follow we recommend following that welcome kit with a lengthy series of educational emails so these emails will explain what's going on behind the scenes kind of what lies ahead anything that you can do to educate the new client and and allow them kind of give them a look into what to expect and then detail the work that your firm is doing and what challenges need to be kind of overcome we recommend an introductory package that makes that strong first impression and then a 12 to 15 email series that educates the new client and again like you don't have to you don't have to wait until you have 15 emails and then start this write a few and continue to add to it until you know we've found that sweet spot to be around uh 12 to 15 you know and send them weekly send them once a week so by explaining the work that you're doing and the hurdles that kind of need to be overcome your new client will certainly be reassured that all is sort of unfolding as it should and will gain respect for the difficulty of the job your firm is performing right they'll understand the complex nature of the work that that that is being that is being you know done on their behalf they won't expect you know instant results right so if you write these items once put them in an autoresponder like constant contact or mailchimp as i mentioned you know with the prospect nurturing campaigns you'll find that your initial client communication requirements will really diminish so you're automating you're filling that gap between retention and when visible work is done and you're filling that gap in an automated way right once use forever set it up once and it will run and and really kind of pay dividends in the long run okay so oh this is actually two i did want to show you um kind of a look at the materials that we offer subscribers that we offer to our subscribers in that drip series for new clients to kind of reassure them during the startup phase so again you know books booklets linking out to additional information is very helpful okay so moving on to section number four getting help from past clients so so many of the attorneys i talk to just ignore you know their ca they wrap a case with a client and then you know that's it they they never reach out to them again huge missed opportunity it really really is so step one in kind of obtaining help from past clients request feedback it seems simple right we don't encounter many lawyers who routinely ask for feedback from clients so how are you how are you going to continuously improve your firm if you don't know where you're falling short in the eyes of your clients right so you should have an automated program in place otherwise just like everything else the effort will take a back seat to more pressing concerns of course so automate it systematize it you know bring coordinated effort to it and you'll be able to you know really really get some high value feedback that you can you can implement into your firm so start by asking everyone for feedback and testimonials so all of your past clients ask for feedback and testimonials if someone's unhappy with your work their potentially negative comments will come to you and not be posted publicly online right so the beauty of a feedback survey is that you can kind of automatically send it to every client without fear of bad review being posted online so if you keep a running tally of your grades you'll be able to tell kind of at a glance whether your service delivery is improving and when you receive a winning comment ask then that's when you ask if you can share it and then post it to your website share it on your social profiles you know really tout that those positive comments uh we use short and simple forms let me show you a sample of the form that we recommend so we use really pretty short and simple form that asks for a letter ranking of kind of key service delivery functions and then provides a space at the bottom for kind of subjective comments so here's a look at the survey you could just take this exact survey and use it as is and send it out but i'm sure you have some you know specific areas service areas that you know you may want to add to but if you look at the surveys on the screen now were you happy with our service and then we asked we greeted you cheerfully you're asking for a grade from a to f where we were accessible to you we were easy to work with we delivered what we promised we kept you informed along the way overall you would grade our services a b c d f and then a space for comments at the bottom um name is certainly optional but you could use this exact feedback form you could tweak it uh you know put your own spin on it but the whole point is to create a system an automated system to routinely collect feedback document that feedback right record that feedback so that you can see trends and um you know it's a great it's a great way to not only you know of course get the feedback that could then help improve your firm but also it's a good way to kind of guard against um just going out with straight um you know with rather than just asking directly for an online review where you might get you know a mixed bag of positive and negative reviews so to that end after you're asking for feedback then step two should be soliciting online reviews so too many lawyers take kind of a haphazard approach to obtaining online reviews as well and again like everything that i've said today without a prospect without a process you'll certainly lag behind lawyers who put a solicitation program in place right so this presents you with an opportunity to increase your rankings and call volume it simply requires putting an organized program in place that your team can execute without your involvement that's the key right if if this can happen without your involvement it's it's a simple process that is the most ideal uh and when you receive a favor favorable response to that feedback survey that we just discussed that's when you then ask those responders to post an online review you know that they're happy with your services you know that they're more than likely to post a five-star review online so send regular nudges until you see the review posted don't be shy about this people need reminders they're busy um it's it's not you know don't don't feel like you're being a bother especially if you're reaching out to people who've already given you positive feedback so ask for google reviews specifically obtaining a large number of positive google reviews will certainly improve your local ranking as well as increase the number of calls you receive from your local listing let me show you exactly what we send out for our clients when it comes to review requests so it's important to keep the review ask email very simple so take a look at the template here on the screen you could use this exactly in fact i recommend that you do because one of the biggest mistakes here is attorneys overthink this they send a paragraph or two and then the the message gets lost and it's not clear what you're asking what you're even asking your past client to do so here you see i'll just read this email very briefly so hi there it was a pleasure working with you on your case can you take a minute to help us learn more about how we did please review our firm on google at the link below we appreciate your feedback and then there's a prominent write a review link right there thank you for your loyalty this is a very very effective email one that you can automate you know use it exactly as is and you will you will generate positive reviews with this email okay so step three stay memorable and referable by sending a newsletter newsletters are old school it's true but they work they absolutely work too many lawyers fail to stay in touch with their past clients following that easy path is a surefire way to have them forget about you and reduce the number of referrals that you receive right a monthly newsletter it's a proven antidote it's something that is used in many many industries and when sent digitally costs nothing but production time it can certainly be produced printed and mailed you know a physical version of course then you're paying for printing and postage but um you know either way you go about it either digitally or postal email it it newsletters are a proven way to keep in touch you have to remind people that you exist i know it's kind of hard to understand sometimes well you know i worked with this individual for months and months and months i'm sure if he ever needs me again or if he ever has friends or family who might be going through a situation where i could be helpful you know i'm sure that he will remember me and send that business my way that's a mistake that's do do not assume that you need to stay in touch so um newsletter issues can be written in advance if you're short on time you could even ask a professional journalist or freelance writer to write them for you and then they can be plugged in to an auto responder but there are also many many really great law firm newsletter vendors out there if you are looking to outsource it our marketing amplifier system actually includes a monthly newsletter so there are ways to get a monthly news that are produced that you know certainly won't take away your time or your staff's time but um specifically what to write about don't only write about yourself or the law your old clients are likely past their legal problems so we don't want their eyes to sort of glaze over when they're reading nothing but legal focused content so keep you know keep the mantra of continue to educate but kind of no longer about the law our newsletters we we suggest providing smarter living information let me show you some sample newsletters on the screen here so here are some past client newsletter samples the point of the newsletter is you want people to actually read it right it should be a nice mix of content some general interest pieces um some seasonal articles maybe some recipes financial advice relationship advice you want it to be you want people to actually spend a few minutes with it each month that it's produced and and you know possibly even share it so a nice mix of content is the key maybe you have something particularly interesting happening in your personal life or in the personal lives of one of your staff members someone just got married someone had a baby someone got a new puppy adding that color adding that kind of personal touch goes a long long way especially if you're including photos or images um it's a great it's a great way to of course remind your past clients who you are but again it's always building that trust and sharing a little personal story is a great way to do that so um certainly it can be the newsletters can be delivered digitally if you have assuming you have a list of your past client clients email addresses right so if you've been collecting those email addresses awesome great that is a hugely valuable asset you know i would recommend just sending your newsletter digitally to those folks um however if you know maybe you haven't been collecting those one you should start collecting email addresses but if you don't have many and you have postal addresses i have a lot of clients who have really really great success uh sending the postal again a little bit more of an investment but it is you know nice to receive full-color glossy newsletter uh into your mailbox so either way you know either way works great but just you know try to create a newsletter and and the thing is you know um it doesn't get just like everything else it doesn't have to be you know a huge undertaking you can certainly outsource that work as well um i i often get the question of how frequently should i produce my newsletter we recommend monthly monthly is the ideal frequency that's what we provide for our clients however i completely understand that that requires uh you know a decent time commitment so if you can't commit to monthly try and commit to quarterly whatever you decide whatever frequency you decide stick to it though so it needs to be consistent if it's quarterly you you get a newsletter out every quarter so that it becomes something that your past clients can expect and look forward to so keep that frequency consistent and keep the content going you know certainly outsourcing some of the writing might be a good way to go okay so kind of wrapping up uh just remember that you can fill so many of your marketing gaps without spending any more money and really just filling in content where you know where it's missing so certainly campaigns targeting your prospective clients nurturing them along keeping in touch with them welcoming your new clients reassuring those new clients that they made the right decision educating them on the process and what will come next and then so critical staying in touch with your past clients with a newsletter is a wonderful wonderful way to do that as well as regularly asking those past clients for feedback and online reviews so um i i love talking about attorney marketing i love talking about this stuff i'm more than happy to provide some personalized advice feel free to write call email me you'll see my information there k prior jamespublishing.com my direct line is 714-434-5926 really i'm i'm available to answer any questions that you might have you can also submit questions now in the q and a portion of the zoom if you have any um i earlier i did get the question about the frequency of the newsletter i addressed that you know monthly ideal if you can't commit to monthly you know commit quarterly um one question i don't see any coming in yet so please ask those but one question that i get quite often is if i only have time to do one thing what should i do right so i i covered a lot in this presentation if you do one thing you should implement that prospective client nurturing series it truly is the lowest hanging fruit it's you know it's just taking advantage of folks who have requested your content already they've inquired about your services in some way already they just haven't taken that final step to retain you so there is interest there if you ignore those folks you're there's a huge missed opportunity so if you do one thing take the time set aside a couple hours on a saturday whatever you need to do and write several emails that you can then throw into an auto responder series that answers many of your many of the common questions that you get from your prospects again you're educating you're conveying you're caring you're showcasing your expertise establishing yourself as an authority keeping in touch with those interested prospects until they are ready to retain you and certainly you will be standing apart from the other attorneys who they may be meeting with who they're not receiving any information or content or value from in the meantime okay let me see here i will make the powerpoint available for the webinar attendees yep i'll send it to jonathan after right after this and you can have access to the full powerpoint presentation absolutely another question that i get often is this sounds like a lot of work and i don't have much help how can i implement these campaigns into my practice that's a great question that's why i always say just start somewhere you don't need to have all of this um you know in place you know tomorrow right so just start somewhere and you'll see steady progress uh also an option is to if you want help with every with implementation everything that i mentioned today our marketing amplifier program includes everything that i mentioned today plus much more so if you're interested in taking that for a spin we're actually offering attendees today just a dollar for the first 30 days so it's a nice little trial um you can learn more about it at jamesamplifier.com or just email me directly or give me a call but again just start somewhere right and and incremental progress is kind of the goal and you know i i believe that you will i actually i know that you will see results if you start to implement some of these items and then and then kind of grow and and um you know add to it as you go okay so um i don't see any more questions i think that pretty much uh wraps on my end jonathan is there anything that you'd like to add uh no i think it was a great presentation cara i really really enjoyed it i had a lot of great content um one question that i didn't have for the lack of any other in the q a now um was your thoughts on you know some of us i think most of us probably struggle with the content creation piece and not just finding the time but actually knowing what to write when to write it um what are your thoughts on reusing content or you know finding other sources of the content and sticking those in the newsletter or blog yeah i hear that a lot that's an excellent question right so um certainly repurposing content is a great way to you know maximize get the most out of it so if you're writing a blog post also share it on your social media also add it to your newsletter um certainly you know you can chunk it out and and create you know some of those email campaigns that i was mentioning um so absolutely repurposing the content is a great it's really a great place to start and and um it's just the best way to kind of get the most out of it and if you're kind of stuck you feel like you kind of have writer's block you're not sure exactly what to write about just list out the the most common questions that you hear from your prospects and your clients that's a great place to start and then you can just start answering those you know for the for these email campaigns for these social media posts for these newsletters your blog posts articles everything you know all of the content across the board that's a great way to kind of organize your thoughts and and prioritize kind of you know what to write about first i do see one question do you mail or email newsletters or both um so it kind of depends on your budget and kind of what you have available so if you have a solid list of email addresses of your past clients i would recommend you know creating an e-newsletter digitally emailing your newsletter it's a lot cheaper um and it you know certainly you know still kind of has the same impact however postal you know if you have if you don't have the email addresses for your past clients and or um you know you you have a budget that you'd like to dedicate to the newsletter you know send them postily right so um our inbox our email inboxes are all kind of exploding right now right so certainly um you know you'll probably get more eyes on something that is mailed to an actual physical mailbox i feel like or my mailbox is empty and my inbox is exploding so um you know it's just really about the budget of course printing and posting mailing newsletters there is a cost associated with that i i tend to suggest you know if you have the opportunity test both see what works for you um and then you know always be collecting email addresses for your clients even if it's something that you haven't done in the past start doing it now there are there's a lot that you can do if you have those email addresses a lot of ways to kind of keep in touch and ask for feedback and get those online reviews great advice thank you kara yeah um so we want to be conscious for anybody's time um you know thank you cara again for taking the time to present for us today and thank you everybody who was able to attend again the course number for today was 4159 and we will be making the recording as well as the powerpoint slides from today's presentation available on legalfuel.com again thank you everybody and have a great rest of your day thank you it was a pleasure have a good one