Marketing for Estate Planning Attorneys for the Chicago Bar Association
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Whether you're just starting your practice or are well established, marketing should be an important part of your week. It's recommended that small law firms spend a minimum of 1-4 hours per week on marketing their practice. In this session will cover how to make the most of those hours. Branding, building your message, establishing referral relationships, and promoting your practice can be accomplished without the help on an expensive marketing or website firm. Come ready to listen, learn and ask questions in this specialized course for Estate Planning & Probate Law Firms.
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Marketing for Estate Planning Attorneys for the Chicago Bar Association
- 1. WWW.SMOKEBALL.COMWWW.SMOKEBALL.COM Marketing your Estate Planning Practice - A Smokeball Business Coaching Program
- 2. WWW.SMOKEBALL.COM Chelsey Lambert Vice President, Clients and Communication Co-Chair, ABA GP Solo, Technology Green Team Chelsey.Lambert@Smokeball.com 312-667-1768 office 847-702-2774 cell
- 3. WWW.SMOKEBALL.COM MARKETING AVENUES • Content Marketing • Social Media • Email Marketing • Attorney Profiles & Rating Tools • Group Networks • Pre-Paid Legal Plans • Networking • Local Print Advertising • The Yellow Pages • Legal Q & A Sites
- 4. WWW.SMOKEBALL.COM TRADITIONAL NETWORKING • Local Bar Associations • Practice Area Specific Bar Associations • Chamber of Commerce • Alumni Groups 4
- 5. WWW.SMOKEBALL.COM LOCAL PRINT ADVERTISING • Local Newspapers • Church Bulletins • Sponsor a Youth Sports Team / League • Booster Clubs / School Periodicals 5
- 6. WWW.SMOKEBALL.COM LOCAL VS ONLINE ADVERTISING • Local • Fixed Cost • Traceable • Supports the Community • Can be competitive • Costly • Must be managed 6
- 7. WWW.SMOKEBALL.COM ATTORNEY PROFILES & RATINGS TOOLS • Profiles are websites you don’t have to pay for • Reviews boost credibility • Be visible in every place possible • Question & Answer sites showcase expertise at the local level
- 8. WWW.SMOKEBALL.COM GROUP NETWORKS & CONSUMER SITES • Owned, operated and built by lawyers • Consumers pay a membership fee • Attorneys can create profiles • Attorneys answer questions for members for free • When forms are not available members are referred to network attorneys • Some networks require a membership fee from the attorney • Complex legal matters are referred to network attorneys • Customer care & response to referred clients is monitored • Consumers can rate their attorney experience • Quality control is a top priority
- 9. WWW.SMOKEBALL.COM PRE PAID LEGAL PLANS • Insurance-like model for legal issues • Consumers pay a membership fee • Employers offer as an employee perk or benefit • Attorneys service ‘claims’ at a flat or reduced rate • Great way to receive work when first going solo • Helps new attorneys build a client base and generate referrals
- 10. WWW.SMOKEBALL.COM INTENSIVE BUT EFFECTIVE CONTENT MARKETING Post Unique Content Engage Your Audience Target Your Clients
- 11. WWW.SMOKEBALL.COM STARTED FROM THE BOTTOM, NOW THEY’RE HERE.
- 12. WWW.SMOKEBALL.COM THE DIFFERENCE IS NOT IN THEIR WALLET IT’S IN THEIR MESSAGE! • Niche Practice Areas • Know who their ideal client is, and are laser focused on their needs • Clearly articulate the problem they solve • Offer eBooks or Free Forms helpful to target clients • Use Video to showcase and market expertise • Productize or Package services together • Solution selling, aimed at a specific situation • Clearly defined or easy to understand pricing • Employ automated marketing to stay in front of their potential clients with little effort
- 15. WWW.SMOKEBALL.COM WHAT IS YOUR CHEESEBURGER? -MARK BRITTON, CEO & FOUNDER OF AVVO
- 16. WWW.SMOKEBALL.COM CONTENT IDEAS • Practice area news • Consumer protection tips • Jokes • Videos • Employee bios / news • A frequently asked questions • Deadlines • Promote a blog post • Client testimonials • Charity / community work • Statistics • New social media pages • Inspirational quotes • Resources
- 17. WWW.SMOKEBALL.COM CONTENT STRATEGY Create Digital Assets •Speak •Blog •Video Share & Distribute •Email marketing •Social Media •You Tube Engage Your Audience •Connect with them •Pay attention to advocates •Ask for referrals Call to Action •Live Events •Free consultations •Packages | Retain
- 18. WWW.SMOKEBALL.COM REPEAT & REPURPOSE • Email Newsletters • Printed Brochures • Guest Blog Posts • Magazine Article Submissions • Local Newspapers / Publications • eBooks
- 19. WWW.SMOKEBALL.COM SOCIAL MEDIA STRATEGY • Showcase your personality • Use images to connect with their ideal client • Establish commonality • Video rules the web • Avoid shameless self promotion • Use relevant news to create a steady stream of content • Leverage celebrity news or trending topics • Automate, Automate, Automate • Not every post has to be about the law!
- 21. WWW.SMOKEBALL.COM EVERLASTING CLIENT COMMUNICATION Long term email campaigns & newsletters • Show you care • Garner reviews • Generate referrals • Create repeat clients • Attract potential partners • Attract potential employees
- 22. WWW.SMOKEBALL.COM GREAT NEWSLETTERS ARE/HAVE: • Short • Reads like a story • Help your reader • Call to action • Clean design • Video / Pictures • A personal touch • Strong subject line • Client stories • Social Media links • Contact information • Press callouts
- 23. WWW.SMOKEBALL.COM SIMPLE & STYLISH Personal Message Helpful advice Social media sharing Links to resources Press mentions Call to action
- 26. WWW.SMOKEBALL.COM MAKE YOUR MARKETING COUNT! 26
- 27. WWW.SMOKEBALL.COM ALLOCATE TIME TO YOUR GOALS 1 HOUR PER WEEK • What can you do in 1 hour? – Call 4 Potential Referral Partners – Send an email newsletter – Call 20 people who didn’t retain you. – Write 1 Blog Post 27
- 29. WWW.SMOKEBALL.COM Chelsey Lambert Vice President, Clients and Communication Co-Chair, ABA GP Solo, Technology Green Team 312-667-1768 office 847-702-2774 cell Chelsey.Lambert@Smokeball.com @ChelseyLambert “You don’t have to be great to start, you have to start to be great!” – Zig Ziglar