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The Law Practice Doctor - Podcast

The law practice doctor podcast is the place to get the easiest most practical and profitable ways to grow your firm and still have a Life! Its mission is to help solo and small law firms succeed.
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The Law Practice Doctor - Podcast
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Now displaying: November, 2015
Nov 25, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Alex Valencia, who is the co-owner and sales director of We Do Web Content. Alex’s passion is to increase clients’ potential with the use of online marketing and organic content. Alex has direct experience with finance, online marketing, and strategic account management. During this episode, Sam and Alex discuss why content is king, common technical and content problems and solutions, and content best practices. 

 

Main Questions Asked:

  • What do you mean when you say none of the website’s success was due to SEO?
  • Why is ‘content is king’ synonymous with how websites work?
  • Are there common issues with regards to law websites?
  • What tips do you give someone who wants to bolster content?
  • What is a lead magnet?
  • How do you nurture readers’ interest?

 

Key Lessons Learned:

Organic Content

  • Organic content is an online article that is organic in nature and provides good quality content.
  • Content was written for the user with organic traffic in mind for the website.
  • Organic content helps with rankings when doing Google searches.

 

Why Content is King

  • Content is what drives search engines.
  • Search engines exist to provide the best website page option to the user’s question.
  • The business owner’s job is to ensure that content is on the website.
  • Make sure you are the lawyer that is offering the content that people are looking for.
  • Not all content will drive massive traffic, but all it takes is one client who is looking for what you are offering.
  • Google favors websites that are building up a themed-based site on niche expertise.

 

Common Problems (Technical)

  • Bad links: Google will penalize any black hat activity.
  • Timing: If site is loading too slowly.
  • Too many images or video: This will slow the page down and dampen the user experience.

 

Common Problems & Solutions (Content)

  • Clients just put the base information such as company name, email, phone, and a bio.
  • Think broadly, then go specific on each area of specialty.
  • Metatags are the description you tell the page E.g. page title, heading, and content. Make sure these are relevant to your keywords.
  • Talking too much about yourself is an issue. Instead, write about the user, as they have the problem and looking for a solution.
  • People want to know that you understand their problem and can fix it.
  • Always write naturally and include keywords in your content.

 

Content Best Practices

  • Create a plan.
  • Think about the theme of your site and what questions your clients are asking and which answers they are seeking.
  • Use your family and friends to provide feedback by asking, “If you were looking for an attorney, would this be answering your questions?”
  • Start getting on social media to share content: Twitter, Facebook, LinkedIn.
  • Use SEMrush and BuzzSumo for research on keywords.
  • If you want to target to a particular niche and type of person, you either have to write to them or pay for access to them.

 

Lead Magnet

  • A lead magnet is often a free content offer used to capture user information and add them to the e-mail list.
  • The list should include the user’s phone number and email so you can continue to market to them.
  • Continued marketing when you have a list is huge. Users may not need you now, but if you continue to market, they will make contact when the time comes, as you will be top of mind.
  • Once people go through the funnel for a lead magnet, they fall into the newsletter list to get a monthly email.

 

Consistency

  • Once you start getting traffic, you want to keep it.
  • One blog post per week is a good maintenance level but won’t drive traffic.
  • If you want to start driving traffic, you should blog something meaningful a few times per week.
  • When search engine spiders crawl your site, they want to see items that are new and updated in order to rank you better.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

We Do Web Content

alex@wedowebcontent.com

Stop! Don’t Create Another Blog Post Until you Read This

Blog and the legal blog bundle download

Buzz Sumo

SEMRush     

 

Nov 16, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jessica Ann, who is the CEO and creative director of Jessica Ann Media (JAM), a creative agency that develops compelling content for top tier brands. Prior to launching JAM, Jessica worked as a news producer for national media outlets such as NBC News Channel and XM Radio in Washington D.C. She earned her Masters degree in Communications from Johns Hopkins University. Jessica has been featured in the Huffington Post and Content Marketing Institute, and is an author, speaker, and produced a course called Create Content With Clarity. During this episode, Sam and Jessica discuss content marketing, shareworthy content, how to get started, and next level strategy.

                            

Main Questions Asked:

  • What problems do you see in the way people go about marketing?
  • What is content marketing, why is it important, and how can it help us?
  • What are the first steps to developing a content marketing strategy?
  • How do you go about creating shareworthy content?
  • Are there tactics or strategies on how to get to the next level?
  • Tell us about your Content With Clarity Course.

 

Key Lessons Learned:

Common Marketing Mistakes

  • Most marketing today is self-congratulatory, which doesn't work.
  • Being in the status quo doesn’t set you apart from other brands. It just puts you in the middle of the herd.
  • If you want to stand out, then you need to do things that set you apart.  
  • It’s not about how the world shapes you but how you shape the world.
  • Take a different approach with your mindset and get over the fear of finding something new.

 

What is Content Marketing Anyway?

  • Selling to people by ‘yelling’ used to be the way to go, but the new world is more about entertaining stories.
  • Content marketing is an engaging conversation.
  • Content marketing is the way to get into the new world of storytelling and the way to drive traffic to your site by engaging in relevant conversations around your industry.
  • Listening, exploring, and evolving personally and professionally through content so you can grow.

 

First Steps to Content Marketing Strategy

  • Come across as human.
  • Simplify for message.
  • Hone in on your core values.
  • Develop context around your message.
  • Focus on quality rather than quantity.

 

Things to Consider

  • Content creates message, but context sells your message.
  • Engagement is a huge factor when it comes to accessibility and relevancy online.
  • When creating content, ask yourself, “Is this something I would be interested in learning about?”
  • Are you providing content in a manner that can be digested in ways other than reading, images, and audio?

 

Shareworthy Content

  • There is a way to construct the entire story and speak to the audience through the following elements:
    • Fire:
    • Water: Customer, relationship, emotion, and depth of story.
    • Air: Brand and perception, how you want people to perceive you.
    • Earth: Roots and origins that you come from.
    • Ether: Culture of your company and brand.

 

Next Level Strategies  

  • See your story as art rather than advertising.
  • Ask yourself how your personal life intersects with your professional life, so you can tell the bigger picture of who you are as an organization.
  • In order to get to the next level, you have to grab pieces and concepts from other people and figure out the way to make it mesh within your profession.
  • Remember that learning how to think is learning how to exercise control over how and what you think.
  • Learning is about being conscious and aware of what you pay attention to and how you construct meaning from your experience.
  • AAA personalities are focused on to-do’s and aren’t’ willing to give themselves permission to procrastinate. Give yourself that permission.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

Jessica Ann Media

Abundance  

This Is Water

Procrastinate of Purpose 

    

Nov 9, 2015

In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Alexis Neely, who graduated first in her class at Georgetown University. Alexis worked in a large firm for three years before venturing out and starting her own practice, which she grew to more than one million dollars a year in revenue. Alexis is the creator of the New Law Business Model, and during this episode discusses attracting and engaging clients, client services and retention, systems, the lifetime value of a client, and why you aren’t effectively marketing.  

 

Main Questions Asked:

  • What is the New Law Business Model, and why is it so important for attorneys to know what it is?
  • What are actionable steps to get started?

 

Key Lessons Learned:

The New Law Business Model

  • The New Law Business model is essentially removing yourself as a ‘high-priced employee operator’ and becoming the owner.
  • This is crucial so you, as an attorney, can focus on the high-priced work and not chasing basic admin.
  • The model focuses on building a lifetime relationship with clients.
  • Educate your community in an entirely different way so that you are the expert.
  • Clients will chase you instead of the other way round and will even wait 6-8 weeks just to meet with you.
  • Turn clients into raving fans who will refer more clients to you.
  • This is about serving families and small business owners, where you become the go-to lawyer in their community.

 

The Timeline

  • It is not about starting over each month.
  • It does not focus on chasing the next new client.
  • This is not an instant business model and involves building in systems.
  • It will take from 18-months to three years to get all the systems in place.

 

The Systems  

  • Attracting Clients.
  • Engaging Clients.
  • Client Service.
  • Team Management.
  • Financial Management.
  • Client Retention.

 

The Client Service System

  • When you meet with your clients and prospects, it is all about service.
  • Once you have engaged a client, there needs to be an automated system where you hand-off what happened in the initial meeting to a system.
  • The signing meeting needs to be the beginning of a lifetime relationship where you serve your clients on an ongoing basis.

 

Where to Start?

  • Most lawyers start by figuring out how to get a new client. This is a mistake.
  • The starting point is actually the second system, which is Engaging Clients.
  • Start by creating the system that takes the person who calls your office or sends you an email and moves them from interested to writing you a check.
  • Once you know that, you can turn ‘interested’ into ‘engaged’ at a high enough average fee, you can then spend money on marketing but not before.
  • Attorneys need to figure out the rate of investment return on making the initial investment in terms of marketing and know how much is coming back.

 

Lifetime Value of Clients

  • It’s crucial to understand the lifetime value of the client.
  • Don’t think of each client in terms of the fee they pay you upfront but rather the fee they will pay you over their lifetime if you represent them well.
  • Referrals are such a huge piece, but this is something you need to build and create a system for it to happen.

 

Why You Aren’t Effectively Marketing

  • You don’t see your numbers.
  • You aren’t charging enough.
  • You don’t know how to quote fees in a way that has your clients happy to pay.
  • You can be doing plenty of free marketing, but you may not have been taught to network or do presentations properly.

 

The First Steps

  • Start engaging the clients for the service at the fee that makes the service truly sustainable.
  • Learn how to answer the phones, what to say when people call, and email about your services that will get them in for an appointment.
  • Stop offering free consultations. Instead, have a meeting with a name, purpose, and value that people actually want.
  • Before you offer clients ways to get your consultation for free, in your marketing ensure you know how to run the meeting in such a way that it provides value while allowing your clients to choose how they work with you, what their fee is, and tell you why they are going to hire you.

 

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned:

New Law Business Model

Law Business Manifesto

Get the Manifesto

What Color is your Parachute?

Free 10 Steps

Implementation Stories

Alexis@newlawbusinessmodel.com

    

Nov 5, 2015

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:

Marketing Goals

  • 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.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

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

Chris@emeraldcitylawgroup.com

    

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