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LEGAL MARKETING TODAY 30 Low and No-Cost Tips to Grow Your Practice

30 Days to a More Profitable Practice

Day 1

Evaluate your past marketing efforts. What Have You Done? Why did or didn’t it work?

Don’t make costly and unfortunate marketing decisions because of a lack of information.

TOP 11 Marketing Catastrophes 1. No Niche or client base identified

2. No Front of House Evaluation

3. No Marketing Plan or Budget

4. No Website or Effective website

5. No SEO Optimization Plan

6. No Internet Marketing Plan

7. No Lead Follow-up Plan

8. No Automated E-Marketing Plan

9. No Managed Database to track results and attract new firm.

10. No Competition Analysis (SWOT)

11. No Call to Action

Day 2

Get Focused on Your Marketing - Breaking down the Big Picture into Little Pictures.

What you will need for an effective Marketing Campaign

10 Steps to Success 1. Resolve – this is not easy, it is affordable and YES it is SALES!

2. Identify your clients – your niche.

3. A good CRM – we recommend Infusionsoft, it integrates Marketing

and automates workflow.

4. Creative offers to these clients – make them “want you!” What are

your strengths?

5. BLOG – VIDEO – SOCIAL MEDIA

6. Inbound marketing which translates to sales leads – make them

come to you! Internet Marketing, Email & Direct mail campaigns

7. A Dynamic Website

8. You MUST evaluate the “first contact” person in your firm. We can

get your phone to ring – does the person answering your phone

understand sales protocol?

9. Communicate with your database of clients regularly.

10. Follow-up!

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Day 3

You can have it ALL! Give yourself permission to design the perfect vision for your life. Let’s Do it Right.

Start Today! Let’s Make it Happen!

Think outside the box. Fly in the face of the NORM. Stop thinking like an attorney and start thinking like a

marketer. 1. Get a piece of paper and pen: Now make a list of your perfect client. You

deserve them, and you can get them in the door.

2. Take your annual revenue & divide by the number of cases you had in that

year. That will give you your average revenue per case. We will leave expenses

alone for now.

3. On that same sheet of paper… what would be your ideal lifestyle? How many

hours would you work? How many cases do you need to support the lifestyle

you want?

4. Which cases or clients provided you joy? What were your favorite types of

cases and what areas of expertise do you have?

5. Identify your type of clients as A,B,C & D type client. Don’t take every case, a D

client will cost you time and money in the end. Remember the adage, 20% of

your clients take up 80% of your time. Don't let this happen to you.

6. Communicate this vision to your staff with a specific and clearly written

outline of how to handle inquiries from prospective clients.

Day 4

Evaluate your front of house, The Secret Revenue Assassin.

Who is the first point of contact in your Firm?

What happens when a prospective client calls or comes into your firm?

Make a plan and have regular meetings with your staff: 1. Are they on board with your vision – no eye rolling!?

2. Are they aware of your advertising strategies?

3. Are they upbeat on the phone and smiling & attentive when clients come

into the Firm?

4. Do they LOVE client service?

5. Have they been trained in phone etiquette?

6. Have they been trained on you database?

7. Have they been trained on how track the source of your new clients?

8. Have they been trained on how to answer your phone? Or do they just say “Law Firm” when a call comes in?

9. Do you have “call recording”? If not, get it today. This tool will open your eyes to what clients encounter when

they call your Firm. It is also a terrific tool to track prospective clients.

Utilize “Call Recording” and let us train your staff.

The first contact process of your Firm should be a #1 priority – it is right up there with CLE’s.

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Day 5

Are “profit”, “revenue”, “client service” or “running your Firm like a Firm” dirty words in your book?

What are your plans for Marketing and Advertising this year? How do you measure the amount of advertising dollars that need to be spent?

What is your ROI? Return on Investment

What is your CPL? Cost per Lead

What is your Conversion ratio?

What is your Closing ratio?

Stop right here if you do not maintain a comprehensive client database.

You will just be guessing. Take this time and let us help you contact

Infusionsoft and order your CRM so you can start making your vision a

reality.

For those of you who have such a database KUDOS to you!

Keep reading if you want or need more cases! 1. An effective marketing plan utilizes consistency & a strict

budget.

2. An effective marketing plan brands you and your Firm.

3. An effective marketing plan targets your ideal client.

4. An effective marketing plan includes identifying you as an expert in your field.

5. An effective marketing plan has many moving parts – it is not easy!

What a marketing plan SHOULD NEVER Include! 1. NEVER - Look like every other lawyer's marketing or advertising.

2. NEVER -Copy your competitions. Look forward, not in the rearview mirror! Leave your competition in the

dust.

3. NEVER -Include print advertising – direct mail is fine but no more yellow pages, newspaper, billboards or

magazines.

4. NEVER -Attract the wrong clientele or cases you do not enjoy working on.

5. NEVER - Appear desperate. Perception is everything. If you look desperate (or even just hungry), in the eyes

of the world, then that’s what you become.

6. NEVER -Leave out Internet Marketing

Day 6

What do you see when you look at your website?

Your Website and Your Effective website: How does your website reflect your new vision of clients and cases?

How effective has your website been in generating clients?

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There are many ways to make an effective website, here are a few… Optimization – SEO

Dynamic Landing Pages

A Strong Internet Marketing Campaign

Relevant Content – Be an authority!

Emotionally connects with the reader.

Targets your vision of an “A” client.

Represents YOU and your Firm.

Contains Multiple “Calls to Action”

Translates into action through a contact form, booking an appointment, or making that call to your Firm.

Pertinent Key Phrases & Key Words

Reporting Features & Analytics to track effectiveness.

CRM Integration

Automation

Integrates with Social Marketing

BLOG & VIDEO MARKETING!

DON’T Waste Space on your site. DON’T Be “combative” with your reader DON’T Write all about YOU. Talk about your excellent staff too.

It is ALL about the reader and their needs!

Day 7

What is Internet Marketing? What is an Internet Marketing Plan? Why you need both! We doubt your clients are carrying around a yellow page book or even have one at home!

Where do potential clients go to find a Firm to hire? THE INTERNET!

How do potential clients find you on “the web”? They SEARCH the web.

How do YOU get listed where potential clients are looking?

Pay Per Click advertising, Social Media or a great SEO campaign are three options. All three cost money, but can be well

worth it. Combining a cost effective plan that includes all three will get you

in front of potential clients.

Pay per Click: You set a monthly budget and with our team of PPC experts

we ensure no dollar is wasted. Check our testimonials, we are EXPERTS.

Your campaign will be monitored daily and adjusted as needed, daily!

Tremendous Benefits of PPC:

Budget Control

Immediate response

Target Market

Pay only for who clicks on your site

Target Practice Areas

No time limit on your message

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Social Media: Believe it or not, social media can be a goldmine for potential clients. Honestly, think about what social

media is; people talking, people talking about life and this means when these people are discussing their lives – the need

for an attorney, they talk about it on their Facebook, Twitter, LinkedIn, Google+ and other sites. Hey, Twitter played a

huge part of taking down a government; don’t you think it could bring in a few client referrals?

SEO: The most misunderstood term on the web. Let us untangle it for you.

Never miss an opportunity to optimize your site. We will even train you so

you can do it yourself!

Internet Marketing outlines a plan that encompasses all three venues. It is affordable, giving you a voice and increasing your ROI. Unlike print

mediums the internet never forgets – what you put out there stays out

there. Double check GRAMMAR & SPELLING!

Day 8

Potential Clients: Follow-up Plan - No, you are not a stalker! Won’t they just call me back? NO! They move on to the next “real” person they can talk to.

Automation – the key to success! Your CRM must generate sales for you while you are off doing other things.

The goal is to have your staff and past clients be a part of your Sales Team but not be relying on them 24/7. That is what

your CRM is for.

If there is no one to answer the phone when clients call, a good CRM will keep them engaged until a “human” can

communicate with them.

If there is no one to engage the potential client, they will most likely move on to the next Firm.

If you don’t communicate with potential clients regularly, they will not remember you. Research shows that even with a

dynamic website, great SEO and a superstar first contact person, if clients are not “booked “ to get into to see you

immediately, they need follow-up and lots of it.

Automated follow-up keeps costs low and contact high.

• Email Campaigns

• Newsletters

• Videos

• Podcasts

• And more!

Day 9

Automation is your friend! Personalized and interactive!

How does an Automated Marketing Plan work?

First we create the marketing plan – Campaigns are outlined and implemented while website optimization is

underway and PPC campaigns are initiated. Try Interactive CRM by Infusionsoft! It will manage your new leads while you sleep!

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Build a referral network with Social Networking, Google Places and regular email campaigns. 1. Automate Form Submission

2. Automate Calendar

3. Automate CRM

4. Automate Auto responder

5. E-Commerce

6. Automate Appointment Reminder

7. Automate Account receivables

8. Automate Deadlines

9. Automate Payments

10. Automate Payroll

Day 10

Warm Leads vs Cold - Inbound Marketing vs Referrals: THE TRUTH

Manage Your Database and track results; through a good CRM and attract new clients.

Manage your list? What List?

Any person who has contacted your office is a potential client or knows someone who is.

Your peers who do not compete in your market are a tremendous resource.

Every vendor you deal with; from your mechanic to the office supply person.

Groups who share in the building blocks of your Firm. Accountants, CPA, Insurance, Chamber of

Commerce, the list is endless.

Obviously, friends and family (did I mention social networks again?)

Without a CRM managing your list is darn near impossible. A great CRM will do the following and more:

1. Show you who is hot and who is not.

2. Be accessible to your staff so they have enough client knowledge to close the deal.

3. Auto-responder customized for each inquiry.

4. Track exactly where that lead came from automatically.

5. Automates Email and newsletter campaigns.

6. Automates your workflow.

7. Integrates with your website and automatically inputs from contact form.

8. Upload your current database.

9. Contain accessible apps to grow with your Firm.

10. Increase your ROI.

11. Increase your conversion and closing ratios.

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Let us teach you how to close the deal and get a leg up on your competition.

Our efforts will capture potential client's interest and turn them into new clients.

Day 11

Let the Pioneers get the arrows… aka why look at your competition? Competition Analysis – SWOT Everyone in the Firm understands the principle of trying to offer something better than what their competitors are

offering.

Gaining an advantage is the key to success, and even to your Firm's survival. Every Firm has a unique set of strengths, it is critical that you determine yours, as well as your competitors'.

1. Hold a brainstorming session with your staff and advisors to perform a formal SWOT (Strengths, Weaknesses,

Opportunities and Threats) analysis.

2. List weaknesses/strengths and suggests ways to take inventory of your resources and opportunities.

After you have performed the analysis, there are five basic competitive strategies to consider.

Analyze Your Budget – is there excess fat?

Achieve service quality differentiation. Why should they pick you? The answers lie in the perception of a

difference in people's minds.

Get a slogan, or at least a Firm motto. That will get everyone in the firm on the same page.

Develop sustainable advantages that provide serious barriers to competitors. Some examples include

patent, copyright or an exclusive contract.

Pursue your market niche, especially one that has been neglected by the dominant firms in your industry.

As firms grow, decisions are often made to stop servicing a particular segment. That doesn't mean that the segment no

longer needs servicing; it just means that the larger Firm can no longer provide for them. This spells immediate

opportunity for a smaller, leaner Firm.

With this information in hand – look at your competitors. What can you do just a little bit better? What can you offer,

change, or enlist that will set you apart from the herd?

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Our systems team will increase potential clients’ leads and turn them into new clients.

Day 12

Asking for the Sale - Your Call to Action Your Firm does not have a cash register. There is no way to pick up the “information” and go check out -

Unless you have an e-commerce site you have to ASK for the sale.

There are 2 main steps to this process.

Procedure One is the “Call to Action”: 1. Contact Us Today!

2. Call for your Free Consultation NOW!

3. Get your Newletter Here

4. Get a Quote Now!

You get the idea – if there is no call to action, there is no call.

Procedure Two is “Closing the Sale”

Although there are many stages to this dance, we will hit the main “hard” closing questions. These force a

potential client to tell you why they are NOT going to hire you. Before asking these questions… “have I

answered all your questions?”

1. Would you like me to represent you in this matter?

2. Are you ready to move forward with representation?

3. When would you like to get started?

4. How much of a retainer can you afford today?

5. Are you ready for me to review the Fee Agreement with you now?

We can also train you on soft closing lines, qualifying questions and a multitude of other sales techniques that will

increase your closing ratio. The questions above are considered advanced techniques… if you are not comfortable asking

them, DON’T – ask us to train you.

It is all about getting to that “YES”. If you don’t – the last question you should ask is “when should I follow-up with you?”

set a date and a time with the potential client if at all possible. Never leave this open, get them to commit to something!

Our systems will increase your closing ratio and turn those leads into new clients.

SALES is not a term to shy away from if you want your Firm to be successful.

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Day 13

Get Social! Social Media Snippet - This helps you with both Social Connecting and Social Sharing. You can increase your social reach by keeping your social networks (like Twitter and Facebook) visible to your prospects and clients by inviting your current contacts to read your blog, join your Firm’s Facebook community, or follow you on Twitter.

Share With Your Network - This will help you with Social Promoting. You can use Infusionsoft to increase your social reach by publishing emails, web forms, and landing page links (like a newsletter or promotion) to your social media followers. Distributing quality information and opt-in invitations through social media channels (like Twitter and Facebook) helps you gain exposure with your followers and increase your opt-in leads. If the content is useful or the offer is exciting, your social media followers will share it with their network, exponentially increasing your exposure and helping you generate referral clients.

Social Sharing Layout - This helps you maximize all of the above when your emails are shared on social networks. You can maximize these opportunities by adding a web form to the hosted email, making it easy for the social viewer to subscribe. This adds the potential client to your Infusionsoft database and helps you gain permission to follow up with them by email.

Day 14

Facebook

4 Key Facebook Marketing Trends You Need To Know For 2014 The numbers are in: Facebook has built the largest and most engaged audience

on the planet, according to recent research from Marin Software.

With over 1.2 billion monthly active users, most of whom log in daily, Facebook

remains an incredibly important avenue for marketers.

While Facebook has faced criticism the past year over issues of page updates not reaching fans, brands still need to be

on Facebook simply because that’s where consumers spend a significant amount of their time.

Some say 2013 has been a rough year for Facebook marketers.

This makes preparing for 2014 all the more important. Based on the research from Marin Software, here are four very

important Facebook marketing trends you should be aware of:

The News Feed Has Been Adopted As a Native Ad Vehicle: put simply, native advertising is the practice of

integrating content (ads) directly and seamlessly into the user experience. Sponsored stories in Facebook’s News Feed,

for example, would be considered a native ad. On the other hand, a traditional banner ad would not be considered

native advertising. Facebook launched News Feed ads in 2012 and marketers quickly realized the potential. In fact,

spending on News Feed ads increased by 140% in Q3 of 2013 over the previous quarter.

This trend is unlikely to slow any time soon and for good reason. Compared to Facebook’s right-hand sidebar (RHS) ads,

News Feed ads had:

44x higher clickthrough rates.

67% lower costs per click.

5x higher conversion rates.

64% lower cost per acquisition.

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This increased visibility and engagement drastically improves the potential for increased ROI and justifies Facebook ad

spending.

Facebook Users Have Fully Embraced Mobile You’ve likely heard it time and again: everything is going mobile. Facebook is no

exception. Facebook recently reported 74% of users visit the platform on a mobile

app and this percentage increased significantly over the past year. As the trend

toward mobile continues, savvy Facebook marketers will need to create new

strategies for targeting these different devices.

One of the more prominent strategies currently being used is splitting campaigns

into mobile-only and desktop-only. Based on Marin Software’s findings, this practice

increased 45% between Q2 and Q3 2013.

Similar to the relationship between News Feed ads and right-hand sidebar ads, mobile-only ads have significantly

outperformed desktop-only ads.

Mobile-only ads had:

187% higher click through rate.

22% lower cost-per-click.

Facebook Users Buy More from Brands They’ve Engaged With Facebook has always provided advertisers a method of getting their message in front of users based on profile

information. However, there were limitations to that if users chose not to provide information or if this information

didn’t necessarily reflect on a person’s buying habits. In the words of Marin’s researchers:

Recognizing these limitations, in 2013 Facebook expanded the ways advertisers could target users by including web

browsing behavior and purchase data. The new targeting feature, called Custom Audiences, enables advertisers to easily

target and retarget Facebook users not only by the type of person they are but also by the type of potential buyer they

are.

The addition of Custom Audiences is perhaps the most significant change Facebook has made for advertisers.

Two major benefits of using Custom Audience advertising include:

The ability to advertise to leads that have visited your website. You can use email leads from your

website and create a Custom Audience segment that advertises specifically to those email leads within

Facebook.

The ability to retarget website visitors. Custom Audiences can be created for those website visitors who

abandoned their purchase during specific stages of the conversion process.

This allows Firms to “recapture” likely buyers by targeting Facebook ads with discounts or offers towards them.

In addition to the benefits of Custom Audiences, the data supports their effectiveness over Category / Interest Targeting.

According to Marin, the cost-per-acquisition (CPA) is 64% lower with Custom Audiences compared to Category/Interest

Targeting.

Image Cost Per Acquisition for Facebook Custom Audiences Advertising Facebook Users Engage “Fresh” Ads More Often. As always, ads need to be as compelling as possible in order to draw

the most attention. This is even truer today as more and more advertisers move into the Facebook platform.

To get noticed, variation and differentiation are needed. Marin researchers suggest:

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When the same ads are shown to the same targets over and over, “ad fatigue” can occur – causing consumers to not

only ignore your ads but become irritated by your brand.

In order to maximize click through rates, ad images and copy should be refreshed “every 2-3 days and in some cases as

often as every hour.” According to Marin’s data, advertisers who use ad rotation strategies experience:

35% higher click through rates.

4% higher conversion rates.

38% lower cost-per-click.

34% lower cost-per-acquisition.

Long story short: If you want to be successful with Facebook advertising, you should have a clear, formal ad rotation

strategy in place. Many marketers may be correct in their claim that Facebook is moving close to a “pay to play” model.

This doesn’t mean it’s time for a mass exodus. Facebook’s massive user base isn’t going away any time soon and, for

that reason alone, Facebook remains a formidable marketing tool.

Fortunately, for those with an ad budget, Facebook has provided a number of very effective advertising avenues when

used properly. By following these four trends and investing in Facebook marketing, it is certainly possible to drive

revenue and generate a higher ROI in the coming year.

Day 15

Twitter Twitter is changing the world. Never before has it been possible for information to

spread so quickly across the globe. The real-time microblogging service set itself apart by

limiting posts to only 140 characters. This quick, easy form of communication has limited

the barrier to entry for digital communications, and made quick information broadcasts

available to anyone. In addition to broadcasting, Twitter has also emerged as an

incredible relationship builder. Its simple interface and limited options make replying to

and sharing content incredibly simple.

Social media can be a great platform for large and small firms alike to promote their

brands and cultivate an audience. If used correctly, Twitter is a powerful tool that can

help grow your Firm. People are looking for some type of value from the people and brands they interact with online. You can

use Twitter to really get to know your clients and potential clients. Savvy firms are also building lists and engaging with their

clients and potential clients on Twitter. Staying in tune with your audience is critical to inbound marketing.

Day 16

Email Marketing As a small Firm, you have to be a friend to your client if you want to stand out from the herd of bigger firms. The easiest

way to act like a friend is to actually be one. As a small Firm, that should come easy to you. You’re not hamstrung by

bureaucracy, committees, and shareholders. You have a manageable client base, so you can afford to take risks, give

personalized attention, and just be yourself.

Before we even start, let’s ask: Is email marketing for your Firm even worth doing? Yes and no. Yes, if you do it well. No,

if you take the path of mediocrity. Online tools can make email marketing easier, but it will still take time and effort.

Before you invest your precious time and money into email marketing, take on the mindset that “ok” isn’t good enough.

Countless firms send out lots of emails every day. If you were to sift through campaigns and results (as I do), the

mountains of data would suggest two breeds of email campaign: the outstanding... and the invisible. Your emails need

to be outstanding.

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Brands that keep it real, love what they do, and work smart, do better in general

and so do their email campaigns.

Ultimately, email is just a tool. It’s the person behind the tool that gives email its power. So the key to crafting

outstanding email campaigns is to be in touch with what you want to say and feel a genuine satisfaction in saying it.

Day 17

10 x 10 Legal Marketing Calendar The marketing calendar is a tool that you keep in your toolbox help you in the success of your legal marketing goals, it is

a primary and essential tool. A legal marketing calendar assists you in launching your legal marketing vehicles in a way

that can drive you to your goal in a structured and well thought-out manner.

By using a legal marketing calendar effectively you will not only be enabled to coordinate all your legal marketing efforts

but it can assist you in budgeting your campaigns.

A legal marketing calendar can keep you on track, making sure that you are using every opportunity that you have to

market without lapsing in your efforts. With it you can rest assured that your planning, budgeting, and staffing are taken

care of. This tool can save you a lot of money and help keep you organized.

How to Create and Use a Legal Marketing Calendar? Legal marketing calendars can be created to address your specific needs. Most legal marketing calendars break down

the weeks of the year and address the legal marketing activities that will take place in each week. A calendar will be best

used if it is specific, spelling out individual promotions or events. We have found it best to include the marketing cost for

each event and the results that come from each event. By doing this it is easy to see at a glance which events and

strategies are productive and on target. This aids you in planning your legal marketing down the road.

A legal marketing calendar also crystallizes your focus and allows you to see the investment and value in your legal

marketing program. By doing this you are able to build a consistency in your planning. This again will aid you in

preventing marketing lapses that cause the "feast and famine" effect that many firms experience.

Remember to be flexible when creating your calendar. Rest assured that there is no right or wrong way, it's really about

what works for you. The purpose of your legal marketing calendar is to create results - this is just the first piece to

mapping to those results.

Day 18

Blog or B-LAW-G Has your Firm taken the time to create a blog? Blogging is one of the most popular Internet marketing techniques. If you

are in charge of social media for your Firm, you need to know how to create and manage a blog. A blog allows you to

develop content, which is an ideal way to interact with the clients, and to establish a name and reputation for your Firm

in the industry. Here are some tips to use that will help you create a great blog: Here is one of mine…

Building Your Name One of the best aspects to a blog is how it allows you to establish a name for your Firm. You can establish yourself as the

leader in the industry when it comes to new information. Customers will begin to respect your Firm for the new content

that is different from everything else they read on the Internet. The goal to creating content the clients will respect is

based upon client surveys and past experience. Try placing yourself in your client’s shoes to find out what they really

want.

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Infographics When you blog, look for ways to make your blog posts stand out. One way to do this is by creating unique infographics

that the clients will not find elsewhere. A picture tells a thousand words, and clients respond to them quicker compared

to reading a large post on your Firm’s blog. Remember to optimize the infographics for SEO needs to help improve your

website ranking.

Stay Social Creating a blog is great way to interact with your clients. You want to use social media to help you market the blog, and

to help you engage your clients. Staying social is essential to the growth of your Firm. This helps you to remain legitimate

in the industry, and can do wonders to improve your overall visibility. You can find many new clients when you take the

time to coordinate your social media profile with your blog. The other great thing about social media is that it will help

to improve your website ranking as people click to your blog through your social media profile. People love to share

content they find relevant. By coordinating the two, you will start to see some fantastic results from social media.

Consistency For your blog to succeed, you must take the time to post. Respond to the clients who leave comments on the blog, and

use some of these comments to help you create new posts. You want to post 2-3 times a week to be recognized by the

search engines, and to keep your clients and potential clients coming back to your blog for new information. If you fail to

keep the blog updated, you will start to lose traffic, making it challenging to keep your blog legitimate in the industry

and with the search engines.

Day 19

Branding – Become an Expert What we do is teach you about the importance of positioning yourself as an expert by becoming the expert in your area of expertise and in the market you compete in. This strategy is effective in a local or national arena.

There are four stages of the expert process:

Stage 1: Finding Your Niche

Stage 2: Creating Your Brand

Stage 3: Developing Your Expert Status

Stage 4: Rollout-Expanding Your Expert Brand

Day 20

Are your office hours 8 -5? – What about potential clients who cannot call during those hours or get through to you on the first try?

After Hours – who is answering the phone? The owners of small and medium-sized firms these days need to keep a sharp eye on expenses, but also need to take

steps to make their firms grow. For many, investing in a call center service to handle all kinds of telephone matters could

end up achieving both goals – saving money on direct employee costs and bringing in new sales and new clients.

As far as bringing down the expense side of the ledger, hiring a call center can save the expense of a full-time employee,

which might save a great deal of money on salary and benefits. This is particularly true for small firms, which often

operate on a shoestring with the owner getting little or nothing during intervals when sales lag. Depending on the type

of Firm you own, it might behoove you to check into call centers to see if their virtual receptionist help might help you

cut overhead for your Firm.

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What's more, most high-quality call centers offer service all the time – seven days a week, 24 hours a day, 365 days a

year. It's nearly impossible for truly small firms to match that service without having to resort to voicemail, which often

discourages clients and sends them off to a competitor.

While answering services have a place in the Legal world, other firms might need something more advanced and would

benefit from a call center that does more with inbound calls. These centers offer client assistance on various levels,

process purchases and credit card offers, including follow-up checking and even dispatch services for urgent client needs

such as a DUI or Personal Injury case.

Then there are centers that provide outbound calls as well. These call center employees do such things as check with

clients to see if they are satisfied with a service, handle surveys and conduct outreach to clients.

There are intangible but very real benefits of using a call center. A call center can put a pleasant human voice to your

brand, and for many firms this lends an important familiar touch that can strongly reinforce a particular image. It is

always better to have a real person answering the phone than a computer. The human touch is always welcome and

enhances the down-home feel of a Firm trying to project that kind of persona.

In fact, just about everyone would prefer a real, live person answering a call than having to wade through a phone tree.

How many times have you impatiently listened and obediently tapped your phone repeatedly as you endured a

mechanical voice instructing you to "Press 1" for one service and "Press 2" for another? No doubt, there have been

times when you might have wanted this option: "If you feel like shouting in frustration, Press 8." In my opinion the

phone tree is the worst invention ever.

If you think your Firm might gain new clients, make existing clients happier and generally benefit your Firm, you might

consider a brief contract with a call center. If you get the right fit, it could be the boost that moves your Firm into higher

profits, lower costs and happier clients – clients who are loyal because they get the service they need.

Day 21

E-Newletters

Why publish an e-newsletter? Over 90% of all new clients comes from referrals. Then why don't law firms spend 90% of their marketing budget on growing their referral network? Just a question You know by now that it is significantly less expensive to convert a referral client than to acquire a new one. Garnering a significant number of clients from referrals can significantly cut your marketing costs. You know that building relationships with each one of your clients and keeping in contact with them is important – it will render repeat Firm and client loyalty, so investing effort to maintain that relationship through postcards, direct mailings, and print ads is of utmost importance. In this electronic age, however, email has become the most pervasive and fastest growing means of communication between individuals and organizations. Marketers have adopted email as a powerful tool –not only for building relationships with and getting referrals from existing clients, but also to fan out towards potential clients through forwarding of our e-mails from current clients to those in their network.

An e-newsletter –one that is published in electronic format and distributed via email– is an extremely valuable

tool, as it:

• Provides a means of direct communication with our clients and for contacting prospects • Facilitates dialogue and feed-back from our clients • Strengthens the relationship with our clients • Magnifies our marketing efforts

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• Increases lead generation and cross-selling • Allows for immediate tracking and measuring of our marketing efforts

When you decide to engage in email marketing, you begin by building a ‘house list’ of your current clients. This ‘house list’, where you record the information you collect directly from your clients through your interaction with them, will eventually become an extremely valuable asset. It includes your client's information –names, addresses, email addresses, personal preferences and interests– as well as their permission to send your promotions or services to them via email. The ‘house list’ also allows you to keep in touch with them through conventional tools –print post cards, coupons, sales offers and perhaps telemarketing campaigns.

Persevere and grow: One of the most important features of a quality e-newsletter is maintaining a regular schedule. Customers, prospects and others must come to expect its delivery on a certain date and time. A quality e-newsletter with dependable periodicity will certainly keep your clients, prospects and associates fully aware of your Firm, services and brands, thus contributing greater lead generation and cross branding. A quality e-newsletter with dependable periodicity will contribute to nurture and strengthen the relationship between your Firm and your clients. It provides you the opportunity to give a unique value to that relationship, one that would be difficult for competitors to match.

Redundancy? Good! You already have a website and other marketing materials... Do you really need an e-newsletter? Remember that it takes six to seven touches to turn a prospect into a client.

If you want to increase sales for your Firm, you do need an e-newsletter!

Track, measure and correct... One of the advantages of e-based marketing efforts is that you can instantly track them and measure their effectiveness. We can know right away how many and who opened our e-newsletter; how many and which clicked through; which links were the most effective, etc. Therefore, an e-newsletter is not only a quite inexpensive marketing tool, but also one that will allow us to measure, evaluate, validate and correct our strategies immediately, in real time.

Mutual awareness and loyalty: Your e-newsletter is an excellent means to nurture your relationships with your clients.

Hence, it becomes a unique tool to easily and affordably enhance and differentiate your brand, create brand awareness and achieve client loyalty and retention. When you know your client's preferences and interests, you can alert, inform and educate them through your e-newsletter about which of your services that are a fit for them. You can also lead your clients and any

prospects to visit your website, where they will find more detailed information on many topics. Try it, it’s easy!

Day 22

Video Marketing Video marketing involves using online video for promoting your product, service, or Firm. While it may stand alone, video

marketing is often used as part of an integrated marketing approach, combining other tactics such as email and social media.

These videos may have descriptive, educational, and informational purposes, and may be used to increase search visibility or

to harness the sharing power of social media. Today, with low barriers to entry for video marketing, increasing ease of quality

video production and growing avenues for distributions, video marketing has become an indispensable tool for the inbound

marketer. (Think YouTube).

Here are some stats to prove it: 187 million Americans watched more than 48 billion online content videos in July 2013 (comScore)

Videos are 53 times more likely than traditional web pages to receive an organic first page ranking (Forrester)

Viewers are 85% more likely to purchase a product or service after watching an online video ,video production, and

other promotions.

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Day 23

Content is King! You may or may not have heard the phase, “Content is King” but it’s something that every single wanna-be marketing

expert is talking about these days. Everyone is talking about how content is so important (which is true) but no one is

really talk about WHY content is king and WHY content is critically important. It almost seems like they just heard some

other marketing expert, or some “guru” say it and then they themselves decided to regurgitate the information like a

mother bird feeding a chick.

So… Why is content king? Some of the World's largest companies today didn’t exist just 15 years ago. Consider tech start-ups such as YouTube,

Google, Yahoo, Facebook, Twitter, and many more. The one thing all of these successful companies have in common is

their product: information. Welcome to the Information Age!

15 years ago, if you wanted to do research on any given topic, you would find yourself traveling to a library. Not today.

Today we have an entire world of information at our fingertips. Devices such as laptop computers, tablets, and smart

phones have allowed us the ability to

access any bit of information any

time, within a matter of seconds.

So, if anyone ever asks, “Why is

content king?” you can answer,

“Content is king because it’s the

information age!”.

It’s the way people find you: Because information is so easily

accessible via technology, people frequently use platforms including Google, Bing, and Yahoo to find new products,

services, and solutions to their problems. This is one of the main reasons why businesses market online and why SEO

(Search Engine Optimization) has become such a huge buzz-word in online marketing.

If your service can solve a problem in the marketplace, there is a very good chance that people are actively looking for

you online. Do you have content out there on the web so the potential clients who are looking for you can easily find

you?

It’s GREAT for SEO: Let’s look at it from Google’s perspective. People come to Google typically looking for solutions & information. Google’s

main goal is to provide people using their service with recent, relevant, and credible information. If your blog can be the

source of recent, relevant, and credible information in your industry, or provide a solution to a problem that your

product or service solves, then search engines will send their people to your information. Very simple!

So, the next time you are asked, “Why is content king?”, your answer should be, “Content is king because it’s the way

people find you online!”.

It’s the new-age marketing: Before the internet, it was said that knowledge was power, and it was true. You were an Attorney, what you knew was

valuable and if a contract needed to be drafted, I would have to come to you for help. Today is a very different reality. If

I need to draft a contract, I simply go to Google to search for a free contact template and I simply can create my own.

Education and training are the new form of marketing. One of the main ways people learn is by consuming content:

books, speeches, training, etc.

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In the Information Age, the person who shares the most pertinent information is seen as the expert or the authority in

their field. The Lawyer who helps people draft their own contracts & even educates people on how to do it themselves,

ends up building rapport with those individuals. When a more complex issue arises in the future, who do you think those

people will turn to? Exactly, the Lawyer who helped them draft their own contract because they have the perception

that he is knowledgeable, giving, and affordable.

So, the next time you hear someone say, “Why is content king? Content is lame.” Please inform them by saying,

“Content is king because education & training is the new-age marketing.”

It’s the way you set yourself apart Not only is high-value content creation an important method of attracting new clients and having the marketplace

perceive you as a knowledgeable and credible source of information, but it also differentiates you from your

competition. When you are the person or the Firm that creates the most high-value content, you own your industry.

Day 24

Holiday Cards

Why You Should Send Business Holiday Cards to Your Clients? Whether you have one client, or a hundred, sending a Firm greeting card their way serves several purposes.

Warm Fuzzies: Who doesn't like receiving holiday cards? Sending some Holiday thoughts to your clients and strategic

partners will likely help them think of you as a good person, and it will help jog their memory of their relationship with

you.

Update Your Client List: Create your client list, if you're in your first year. Keep a list of all your clients and client info,

and this will serve as a basis for much of your legal marketing strategies. What better motivation to start/update this list

then pulling out names and addresses for greeting cards? There you go- you've got a jump on the New Year!

Name Recognition: This is especially important for those clients and strategic partners you haven't heard from in a

while. For all of your clients and strategic partners, a card serves as an opportunity to put your Firm’s name out there

again, along with (possibly) your website.

On Top of Your Game: Let's face it, people and businesses who manage to get

their cards out in the midst of this crazy season tend to come across as

organized, timely people.

Convinced? Here's How to Go About It

This can be a simple, efficient process with some planning and dedication.

Here's how to do it:

1. Pull Your List Together. This is the Firm equivalent of going through

your address book. Pull all your clients' names and information into one

easily usable, accessible list or database.

2. Hand-Write or Order? So, you're a new writer with "only" two clients and one editor relationship? Good for you-

you get to hand-write your cards! In fact, it may be a good return on investment to do so, as that personal touch

goes a long way. Those with lots of clients may want to consider ordering a set of preprinted cards.

3. What To Say? Start with the truth. Are you thankful your clients put their confidence in you? Are you hoping to

work with them in the future? Do you have fond memories of their case? Say it! Authenticity shines through.

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4. Caveats. You probably have clients who don't celebrate the exact same holidays as you. So a generic greeting

will be fine. Perhaps a "New Year" greeting would be more appropriate? A little research will save you a lot of

embarrassment.

5. Other Elements. Chances are that your clients might have some work coming up. Make sure they can contact

you- include a website or email address at the bottom of the greeting.

6. Get Them Out! You won't get points for efficiency and organization if your cards come out late. Getting this

project over and done with, then you can enjoy the holiday season.

Sending holiday cards will improve your referral rate tremendously – I PROMISE!

Day 25

Google – Is your Friend. Google has evolved from a 1996 research project into the world's most visited website with more than five billion searches

every day. Providing the most relevant search results to users has fueled its massive growth. Google monetizes this huge

stream of traffic with pay-per-click advertising (AdWords) placed next to organic results.

Recently, recognizing the impact of social media, Google started its own social network - Google +. You can earn your

audience's attention with compelling content. It's our job to get it discovered in search engine page results whenever people

search for a solution to a problem that you provide. Doing that effectively today also means sharing content on social

networks where people who have chosen (how....nice of them!) to stay in contact with us. And because Google now also looks

at our content post's popularity on social networks as a way to determine what to include in its SERPs, you rejoice because

you've been doing things the right (even if more difficult) way all along. It's up to us to convert strangers into clients and

promoters of our Firm...Google's reach and widespread popularity can help us do just that.

Day 26

Strategic Partnerships Do you ever feel like "If I only had two more arms, I could accomplish so much more!" Every legal entrepreneur is a

master multi-tasker, adept at doing several things at once. Strategic alliances are the best way to extend your reach and

accomplish more.

The most important element of a successful strategic partnership is that it must be a long-term endeavor. It must be

win-win relationship in order to be sustainable and mutually beneficial.

How to choose wisely? Begin by conducting a strategic analysis of your legal market sectors and target strategic

partnership that make the most sense for your Firm. What are the most profitable areas? Where is the greatest

potential growth? Understand clearly where you are so that you can find the strategic partnership that best complement

your Firm.

The Halo Effect "The right relationship is everything" is the signature theme of one of our clients. That's true of any strategic partnership

in which the right partner elevates your firm’s stature, adding prestige and thus creating a positive "halo" around you

and your Firm.

Potential Strategic Partnership When you are looking for a strategic partnership, consider checking with professional and industry organizations,

professional service providers such as CPA and other law firms, and parallel businesses in your industry. Even direct

competitors can establish a noncompetitive relationship, pooling resources and ideas that help each other.

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If you're like many firms, you are so wildly passionate about your Firm and vision that you assume other people are as

high energy and as ready "to do whatever it takes to get the job done" as you are. Wrong. In my experience, it's smart to

get references from people who have worked with potential strategic partners.

Once you've identified a possible strategic partnership -- one you think fits a profile of what could be successful -- it's

also wise to ask yourself the hard questions: Does this organization seem like a good fit? Are its people the best at what

they do?

Don't sell yourself short or "settle." If you do, you're going to be spending a lot of time and energy holding up your end

of the relationship. If you have a big-name strategic partner that doesn't live up to promises of bringing in clients, you

may find yourself in a bind. Take time to make sure you are choosing wisely.

Killer Concepts Cast your net wide by creating a strong social media presence. This can provide excellent opportunities for building

awareness, interest, and excitement about your Firm.

Reach thousands of people at once by using the power of the media. There is so much that you and your strategic

partnership can do together to extend your reach. Share mailing lists. Link to each other's Web sites. Co-sponsor an

event!

With these workable ideas and others that you create yourself, you should be able to find strategic partners that really

partner.

Strategic partnerships Really WORK!

Day 27 Guerilla Marketing - Little secrets to get some cash in the door. Think outside the box!

Groupon – Facebook Offers – Do a Promotion for a Free Case! - Enough said, call Legal Marketing Today

303.448.8841 for more ideas.

Day 28

Responsive Design – You have to be available from mobile devices! Responsive design allows visitors from different types of devices to view websites effectively. The layout and orientation of

website elements shift and format for easy viewing on a PC, laptop, tablet, or smart phone. The images and content will shrink

and tile from three columns, to two, to a singular column of content as your website automatically identifies the screen

resolution of the visitor’s viewing device.

Responsive websites are critical to inbound marketing efforts as more and more traffic is coming from tablets and smart

phones. Without responsive design, calls-to-action are difficult to read and click, costing valuable conversion opportunities.

Great responsive design should prioritize quality display for all viewing devices to maximize conversions of leads.

Day 29

Automation & Work Flow A work flow is more than just marketing automation. It's a series of "if'" and "then" descriptions that is set to trigger a

strategic format, and will help you save time and convert more leads into clients .Think of the workflow setup like plumbing.

You are piping your leads through a series of synchronized marketing events that delivers them ready for the next stage in the

marketing or sales funnel. These events can be triggered based on when a lead entered information on a form or on an

individual's interests and actions.

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Work flows lead the relationship with your contacts and clients with an understanding of what it takes to move to the next

level. For each campaign you must know your target, define your goals, and create a strategy that is aligned to both. These

three items working together can lead your contacts and clients toward your predefined goals and enable your team to

further develop the relationship, or to get them into your Firm.

RETURN CLIENT CALLS BY THE END OF THE DAY – make it a policy!

Day 30

SMILE! And be happy with your clients, it will pay off tremendously! I am a huge fan of the book “How to Win Friends and Influence People” by Dale Carnegie that was first published in

1936. After all these years later and his content continues to ring true. I keep a copy of his “Golden Book” at my

fingertips at all times, because even a top marketer needs a little reminder here and there.

So let’s recap a couple basics for those of you who have forgotten the principles or (God forbid) you have not read this

iconic book. SMILE!

1. Be genuinely interested in other people.

2. Remember that a person’s name is to that person the sweetest and most important sound in any language.

3. Be a good listener.

4. Make the other person feel important.

5. Show respect.

6. Begin in a friendly way.

7. Be sympathetic.

8. Appeal to the nobler motives.

9. Be genuinely grateful.

Legal Marketing Today, LLC

303.448.8841