In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews communication strategist Lee Caraher, who is the CEO and President of the PR and digital marketing firm, Double Forte. During the show, Sam and Lee discuss common issues, LinkedIn, websites, professional photo shoots, and working with millennials.
Key Lessons Learned:
- People are spending money but not seeing results.
- Competitors are out maneuvering, but have a lesser product.
- Businesses want to do it all themselves and think it’s easy, but aren’t getting results.
- Hiring interns who don’t do a good job.
- People feel they can get services cheaper online.
- What used to work no longer works, and if you aren’t online, you don’t matter.
- Start at the bottom. It can’t just be a LinkedIn page with no photo and where you went to school.
- The first piece of being credible is being where those other people and services are.
- Pay for the monthly fee for the professional service.
- Get a professional photo taken that indicates to who you want to serve and that you are the person who should indeed be serving them.
- Build out your profile.
- Join law groups that are affiliated with your industry.
- Give examples of cases, not clients.
- LinkedIn will tell you what you need to add, and you should shoot for 95%.
- You and your firm must be online with a professional looking website.
- Always opt to post on your channel, as you own it.
- You can use Square Space, Wix, or buy a good template.
- Buy professional stock photography from sites such as iStock Photo.
- Remain consistent across all media including the website, Facebook, Twitter, YouTube.
Professional Photo Session
- When you have your profile picture session, choose 15 photos to use across your media. This will give consistency.
- Take 3-4 sets of clothing to your photo session.
Create a Group on LinkedIn
- If there are no groups in your area of expertise, start one yourself and invite lawyers into your private group.
- This will position you as an organizer of colleagues.
- Ensure you are posting on LinkedIn in a relevant way at least 3 times a week. This could be your content or curated.
- Provide relevant information that you have personally vetted.
Creating Your Own Posts
- Posts should be 600-800 words and always think about the graphic.
- Look at your billing receipts and what you get paid for. Write posts related to those topics.
- The pro tip on going to page 10 of iStock Photo is that you’ll find images that are less commonly used by competitors.
- Think about what terms are associated with what you specialize in doing that someone who is looking will use when searching.
- Who were your last twenty clients, and what did they call you for?
- If you give your readers a survey, make sure to report back so people know you listened.
- Be direct and ask clients, “Where are you struggling right now?”
- If you solve the struggle, you will be the outlier and known for going above and beyond.
- Send 5 handwritten cards to clients or newsletter subscribers every week.
- Making a personal touch doesn’t have to be difficult, but it takes time.
Millennials and Management
- The oldest millennial will be 40 in 4 years.
- If you have a business without a millennial working in it, your business will end soon.
- The Millennials and Management book is about the myths of working with millennials, faulty stereotypes, and setting expectations.
Millennials and Management (book)