Embed Size (px)
Citation preview
WWW.SMOKEBALL.COMWWW.SMOKEBALL.COM
Marketing your
Estate Planning
Practice- A Smokeball Business Coaching Program
WWW.SMOKEBALL.COM
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
847-702-2774 cell
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
WWW.SMOKEBALL.COM
TRADITIONAL NETWORKING
• Local Bar Associations
• Practice Area Specific Bar Associations
• Chamber of Commerce
• Alumni Groups
4
WWW.SMOKEBALL.COM
LOCAL PRINT ADVERTISING
• Local Newspapers
• Church Bulletins
• Sponsor a Youth Sports Team / League
• Booster Clubs / School Periodicals
5
WWW.SMOKEBALL.COM
LOCAL VS ONLINE ADVERTISING
• Local
• Fixed Cost
• Traceable
• Supports the
Community
• Can be competitive
• Costly
• Must be managed
6
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
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
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
WWW.SMOKEBALL.COM
INTENSIVE BUT EFFECTIVE
CONTENT MARKETING
Post
Unique Content
Engage
Your Audience
Target
Your Clients
WWW.SMOKEBALL.COM
STARTED FROM THE BOTTOM, NOW THEY’RE HERE.
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
WWW.SMOKEBALL.COM
THEMIDDLEFINGERPROJECT.ORG
WWW.SMOKEBALL.COM
www.RachelRodgersLawOffice.com
www.SmallBusinessBodygaurd.com
WWW.SMOKEBALL.COM
WHAT IS YOUR CHEESEBURGER?-MARK BRITTON, CEO & FOUNDER OF AVVO
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
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
WWW.SMOKEBALL.COM
REPEAT & REPURPOSE• Email Newsletters
• Printed Brochures
• Guest Blog Posts
• Magazine Article Submissions
• Local Newspapers / Publications
• eBooks
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!
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
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
WWW.SMOKEBALL.COM
SIMPLE & STYLISHPersonal Message
Helpful advice
Social media sharing
Links to resources
Press mentions
Call to action
WWW.SMOKEBALL.COM
WWW.SMOKEBALL.COM
ONGOING
CAMPAIGNS
25
WWW.SMOKEBALL.COM
MAKE YOUR MARKETING COUNT!
26
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
WWW.SMOKEBALL.COM
Q & A
WWW.SMOKEBALL.COM
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
847-702-2774 cell
@ChelseyLambert
“You don’t have to be great to start, you have to start to be great!” – Zig Ziglar
