In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Christopher Small, who is an entrepreneur, law firm creator, podcaster, and master marketer. Christopher has a personal injury practice in Seattle and, during this episode, talks about marketing goals, getting it all done, creating a work life balance, and implementing processes and procedures.
Main Questions Asked:
- How do you structure what your marketing goal is?
- What are some of the pieces that get you to the marketing goal?
- How do you keep up with all the necessary marketing for your firm and still practice law?
- What tool is most effective in terms of marketing your practice?
- How do create a work/life balance?
- Talk about implementing processes and procedures in your firm.
Key Lessons Learned:
- The number one goal when it comes to marketing is to create leads (traffic).
- The goal is for people who have a problem that can be solved to call the law firm.
- Social media, podcasts, blogging, Google Adwords, direct mail, Facebook ads, and networking are all streams that lead into the leads.
- The idea is to take one piece of content and use it in as many ways as possible.
- A lot of the platforms are set up to piggyback on one another. For example, a podcast will become part of the email newsletter, a blog post, and be posted on YouTube.
- The number one issue lawyers face is being top of mind when clients have a problem. This particularly comes into play when it's a one-off business in a consumer driven business.
Getting It All Done
- Chris stopped going to the court appearances he didn’t need to and hired someone to do that for him. Making this change saved him 2 hours per appearance, which gave him a significant amount of time to work on other areas in the business.
- You need to keep on top of the Google algorithm changes in order to get the best results. Chris posts a blog once a week; this includes a video and podcast.
- Networking is a great way to get clients quickly and cheaply.
- If you are overwhelmed by the list of platforms and goals, then focus on one thing at a time and keep adding until you are operating at full tilt.
Creating a Work/Life Balance
- Pass on and delegate responsibilities to others, even if that means they get to ‘bask in the glow’ of the successes.
- Focus on developing processes and procedures that allow you to hand off things you don’t want to do to others.
- Take the opportunity to systematize, and in some areas of business, make it ‘plug and play.’
Investing in Yourself
- The people who are successful in any business are those who constantly reinvest in themselves through education.
Implementing Processes and Procedures
- Write down what you do as you go along and develop a process so the next time you do it you can do it twice as fast.
- Meet with the person who has the responsibility you are outlining and write out the procedure step-by-step in a detailed way.
- Once the process is written out, go through the directions exactly as written to find where the holes are.
- Repeat the process by handing the revision to someone else to follow the directions, and ask for feedback.
- Every quarter, check in on each department and ask, ‘Are we doing anything differently.’ If yes, then update each procedure accordingly.
- Having these processes and procedures in place will save hours when training new staff.
- There is also scope to turn the written procedures into videos for new staff to watch before they start at the firm.
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Links to Resources Mentioned:
The Art of Lawyering
Start a Law Firm in 30 Days
Emerald City Law Group
Rich Dad Poor Dad
4-Hour Work Week