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Betties Book Brief – Magnetic Marketing

Magnetic Marketing Book Brief

Another month, another Book Brief! This time, we’ve read Magnetic Marketing: How to Attract a Flood of New Customers That Pay, Stay, and Refer, written by Dan S. Kennedy. This read had such an abundance of value that it may be our longest Book Brief yet! From general rules to rules of copy and creating your offers, we’ve picked our top takeaways and share them with you below.

Magnetic Marketing Key Points

  1. Know your customers’ psychographics. What are their habits and hobbies? What is causing them pain right now as it relates to your service? What do they secretly and privately desire the most? The last question is the deeper reason that a client chooses your service – touch on that to really speak to their deepest desires.
  2. Match your target market to your budget. Trying to market to every single adult in Detroit could cost $300k when our budget is only $600. Shrink your target market to the resources you can commit to and be repetitive with.
  3. What do your customers really want? An auto shop repairs cars but customers don’t want auto repair – they want to not have to be at the auto shop. When they have to, they don’t want it to disrupt their lives. As a lawyer, the number one thing you sell is an advocate. You may be the only person showing up in court that believes in them and is willing to advocate for them. No matter your niche, they want to know you’re on their side!
  4. Create an irresistible offer. When the Stratosphere in Las Vegas was equivalent to a Motel 6, they had an ad for a 2 night, 3 day stay in a deluxe suite + a bottle of champagne, unlimited drinks, and $600 to gamble with – all for $396.

Rules to Follow

  1. There must always be an offer.
  2. There must be a reason to respond right now.
  3. Instructions must be clear.
  4. There must be tracking and memorability. For every dollar spent, you must be able to clearly identify how much comes back as a result.
  5. Brand building should not cost a penny. Ever.
  6. Follow up. No excuses.

Creating Strong Copy

  1. Strong copy is written backwards. Start with customer interests, desires, frustrations, fears, thoughts, feelings, and experiences – then journey forward to reveal a solution tied to your business.
  2. Write to your audience like you are sitting across the table talking to a friend. Use the same passion and speak from your heart with emotional appeals.
  3. Be bold in your claims and promises. Zig Ziglar says, “Timid salesmen have skinny kids.”
  4. Split test the same copy with different headlines. Test, monitor, adjust. Gradually achieve the best possible results.

Always Have an Offer

  1. Every piece of content should have an offer attached.
  2. A 10 year old should be able to understand it.
  3. Every offer should be an irresistible value.
  4. You must include a discount or premium.
  5. Always explain your offer: “My team thinks that I am crazy to extend this promotion but I want to build our portfolio of mobile websites. After December 10th, the price goes up by $500 so take action today!”
  6. You offer should give a sense of urgency. An offer isn’t an offer without a deadline!
  7. Include a call to action – Fill out this form, click below, etc.
  8. Assume all of the risk and offer a guarantee.

Whew! That was a lot of great information and we are really excited to start implementing some of it into our marketing.

What’s the most valuable takeaway you’ve gained from this book? Clearly we couldn’t narrow it down so we would love to hear your thoughts! Leave us a comment on this post or on Facebook.

If you love reading our Betties Book Briefs each month, jump on the email list to receive them straight to your inbox before everyone else.

Your Law Firm Needs To Be Using Chatbots

The chances that you’ve never visited a website with a chatbot are very slim. Chatbots are a hot trend right now, and for good reason! They save time, add a higher level of customer service, and save you money. If you’re not using a chatbot on your website right now, read on about why you should be and make your way to the end for step by step instructions on how to actually do so.

Chatbots benefit your clients

Have you ever visited a website and you couldn’t find the specific answer to your question, but you also didn’t have time to make a phone call to the business to ask? Or maybe it was after hours so nobody would answer anyway. Did you move on to another similar company’s website and decide to do business with them instead? I know that would be my next move!

It’s no secret that the world is moving into an “I want it right now” era. Wait times are frustrating and we’re all too busy to waste any time. Why make things harder on your potential or current clients? A chatbot is an easy way to allow them to ask a question, 24/7, and receive an immediate response.

Chatbots are also a great way to make your client feel valued. By offering that level of customer service that gives them instant gratification, they know you mean business and that you will earn theirs!

Chatbots benefit your law firm

Chatbots save you time and money. Plain and simple, you don’t need to pay someone to sit on the other side of a screen to answer FAQs. Instead, allocate that person to other tasks around your firm that only a human can do and allow your chatbot to answer those questions quickly and seamlessly. A one-time investment in this set up pays for itself when you factor in just how many calls or emails a human would have to be paid to answer.

In addition to saving your firm time and money, chatbots gather data and make you more efficient. If you notice a trend of certain frequently asked questions or complaints, you’ll know it’s time to switch something up to make it more clear to the client what they can expect. Forbes adds that, “Tracking responses to common questions asked by an AI generated chatbot, including predicting responses based upon consumer language, [directs] the bot to offer a better product or service to the consumer.”

How do I implement a chatbot?

Our favorite chatbot (and the one we use on our site) is Zoho SalesIQ, so we are going to discuss the steps you would take through a service such as theirs.

  1. Create your account with the chatbot software.
  2. Copy & paste the code snippet for your bot before the body tag on your site. This is much easier than it sounds!
  3. Customize your chatbot’s colors, welcome greeting, and add your logo.
  4. Create different chat departments for live chat, if you choose to implement it. This will ensure messages make it to the team member who is best able to respond.
  5. Set up your canned responses. These are going to be your FAQs that won’t need a human to answer them. You can also add in responses such as “Hold on, please, while I check on that!” that will allow your bot to find the answer and keep the visitor engaged.

Do you have a chatbot on your website?

Have you considered adding one?

Let us know on our social media!

The 11 Best Ways to Market Your Law Firm for Free

You’ve started your law firm, you have a couple of clients (but they’re not coming in consistently yet), and your marketing budget is almost nonexistent. You know you need to market yourself and get your firm out there but the question is, “How?”.

We’ve organized a list of the top ways to market your firm completely for free.

 

Email Marketing

Email marketing is a great option to prove to your potential clients that you are the real deal and show them just what you offer. By creating an opt-in, or lead magnet, you can build a list of people who are genuinely interested in what you have to offer. As long as your lead magnet is something that is relevant to your law firm, this is a great way to show your expertise on the matters they really care about and grow a list of potential clients that you have full control over. The key to email marketing is to be consistent and always provide valuable content that engages the reader and leaves them wanting more.

Social Media Marketing

Marketing yourself on social media is a free, organic way to expose yourself to people who haven’t signed up for your email list yet. Utilizing relevant hashtags and posting engaging content that provides value are the two best ways to boost yourself up on social media. The more that your potential clients engage with and/or share your content, the more important it seems to the social media algorithms and allows you to reach more people.

Ask for Referrals

If your clients are telling you that they love your work or that you have helped them in some way, encourage them to refer you! There is no shame in this – they already love what you’re providing them! You can also create a small offering or discount to those that refer you to new clients.

Start a Blog

Starting a blog is beneficial in many ways. One, it proves that you are an expert in your field if you provide value in your posts. Blogs are often turned to for advice and people love a good list post! Two, blogging helps boost your website’s rankings in Google searches by adding more content and keywords that you can rank for. If you aren’t familiar with SEO, read up on it and learn the basics of ranking for keywords in Google searches.

Utilize LinkedIn

LinkedIn is the professional social media. Networking here is certain to find your connections that will better your law firm – even if those connections aren’t your ideal client. Everyone knows someone and the more you network, the more likely it is that you will find clients through those connections. People that are on LinkedIn are looking for those connections, so it’s not like you’re spamming your family and friends on a personal social media page. Add valuable content here (this can be recycled from other sources) and engage with others to build your network and find your ideal clients.

Encourage UGC

UGC, or User Generated Content, is great to encourage similar to encouraging referrals. The difference is, these are posts made by clients who love your services and genuinely want to brag about you. You can encourage this by sharing the UGC with your social media following and asking for others to share their own story about the work you’ve done for them. UGC is a really valuable marketing tool because people love to see genuine reviews and are more likely to hire you if you have them.

Utilize Influencers

Bloggers in your niche need content and you need eyes on your content. Collaborate with influencers to either guest post on their blog (you write the content) or provide them a service and ask for an honest review post written about it (they write the content). This is a really great way to get yourself in front of a new audience!

Contribute to Forums and Facebook Groups for Your Niche

Facebook is full of groups. You can find a group for just about anything, including your legal niche. Business groups or local networking groups are other great options to focus on. Joining these groups and staying active through engagement on others’ posts and posting yourself is yet another way to position yourself as an expert, provide value, and encourage new eyes to check you out. Steer clear of groups that encourage spamming, though, because you won’t find value and people are too busy promoting themselves to even care about what you post.

Add Your Business to Web Directories

Does your city have a directory of local law firms? Get yourself on it! Find a site that lists out law firms in your niche? Get yourself on it! People often turn to lists and directories to help them find what they’re looking for. They can’t find you if you’re not on those lists!

Videos

If you’re comfortable in front of the camera, videos are a great way to build the Know, Like, Trust factor of yourself and your law firm. People love to watch a quick tutorial video or a snippet into your behind the scenes. You can upload these to YouTube or simply add them to your social media for a quick way to make yourself stand out.

Be a Guest on Podcasts

How often do you listen to podcasts? We love podcasts here at Back Office Betties (check ours out here!) and listen to them regularly. Our favorite podcasts to listen to are interviews with experts who provide a little bit of value to the host’s listeners. You can truly gain so much knowledge and expose yourself to some really fabulous experts by listening! We highly recommend that you get yourself on a podcast to share what you’re good at and offer advice to the host’s audience. This exposes you to a whole new pool of people and allows them to connect with you if they want to learn more about your firm or services.

Do you use any of these free marketing tools for your law firm?

Agree with our list or have something to add?

Find us on Facebook and let us know!

Betties Book Brief

Want a massive social following in your business?  Who wouldn’t!

Back Office Betties had the great pleasure of reading One Million Followers by Brendan Kane and we just had to share it with all of you!  Kane gives great insight on how to take advantage of many different social media platforms.  His growth hacks for your business and your brand make this book a must read.

Betties Take-a-Ways

This book has a wealth of knowledge!  Here are our top 5 take-a-ways pertaining to Facebook:

  • Facebook is used to share more content than email or any other online social platform. No matter how many followers you have, Facebook only shows content to 2-5% of your audience.  What’s the determining factor?  How engaging and relevant your content is.  Your content must resonate with your audience.
  • Create ads specifically to get more likes/followers on your page. Be careful not to limit your demographics when testing ads.  A great example was given about Chatbooks in the book.  They wanted to target mom’s 45 years or older who liked scrap-booking, photography, and motherhood in a Mother’s Day ad.  Instead of age targeting, they used a broad range on age and found that younger people were sharing the ads with their moms to start a conversation.  This in turn created an organic reach to the intended demographic.
  • Have a great headline with a great hook point. Ask yourself, if your potential customer is walking down the street and passes a newsstand with 100 articles, what headline would they stop to read?  It should be relevant, interesting, and meet the needs of your audience.
  • If you do ads on Facebook, do not raise the spend limit if the ad is doing well.  Facebook will reset the cost in auction and your costs will increase.  Instead, duplicate the ad and create a new one.  It’s recommended to have a budget of $11 to $25 daily on ads.  For the most part, your page ads should not cost more than $0.10 per ‘like’.
  • Use the 80/20 rule when posting.  Make sure 80% of the time your content is share worthy and 20% of the time your asking for a sale or promoting your business.

Believe us when we say this is just the tip of the iceberg on all the information given.  It also features in-depth interviews from marketing experts, celebrities, and influencers.  This book could be helpful taking your firm to the next level you’ve been wanting!

Back Office Betties

Social Media: Content is King!

 

Mastering the art of social media can be tricky, especially when you’re not sure what to be posting. What should we be sharing? How do we keep our customers engaged? These are the questions that can keep a person up at night!

Well…. maybe not that extreme, but it can be stressful trying to run successful business and your social media accounts.

5 Things You Should Do When Posting

Check out these quick tips for posting good social media content:

  • Post information that you think is valuable to your customers. In order to do that you must know and understand your customers. Who are they? What are their demographics? Why are they following you? Don’t be afraid to ask them directly what kind of content they want to see more of!
  • Share posts with a variety of information. Share articles you were featured in, press releases, or links to your blog posts. Also post articles you find interesting, videos, photos, or stories. Stay engaged and be willing to branch out on your topics.
  • Try not to over post or under post. This is a fine line to walk, and it’s all about balance.
  • Prepare a social media content calendar. Planning will prevent the day to day stress of trying to figure out something to post so you can focus more time on the quality of your content.
  • Begin or end your posts with questions. This will get your followers engaged and potentially generate comments. Which will further help you learn more about your customers/ followers.

Social media doesn’t have to be scary or intimidating. It’s just another tool at our disposal to network and market. Offer content that you yourself would want to read.

Most importantly, have fun with it and keep it interesting!

Back Office Betties

Building Your Audience Through Social Media

Learning how to grow your social media presence can be kind of a mystery, especially when running your business social media isn’t your main job… running your business is! Regardless of how intimidating it may appear, it’s important to be working towards continually building your social media audiences. Should it be your main goal in life? Of course not. But it can be a huge factor in growing your business, and it’s free to use it! So why not utilize it?

Quick Tips for Building an Audience

The following are a few sweet and simple ways you can expand your social media presence and start growing your followers:

  • Use hashtags. This is especially helpful for Instagram! And not just two or three, go for at minimum 10, and put them in the comments to make them less obnoxious to your followers.
  • Add links to your profiles. This could be links to anything- your website, a cause you are supporting, an article your brand was featured in, etc. Any link that shares a little more about your brand and your values is what you want to be sharing.
  • Have consistent visual branding. What’s your brand aesthetic? What vibe are you trying to send? Be consistent so your audience understands what you are all about. Plus, consistent visual branding is just attractive to the eye. You audience will also remember you.
  • Run a giveaway! This is a great way to spread the word about your brand. Something as simple as “To enter this giveaway follow us and tag two friends in the comments” is going to get people excited about you and really expand your audience.
  • Reply to comments on your pictures and messages. Get to know your followers, don’t be afraid or hesitant to engage with them! This also sends the message to your followers that you care about them and that you are listening.

Start with Basics

Obviously, there are a ton of ways you can analyze your social media accounts by reviewing data, apps, and analytics to understand what you can be doing better.  But when you are a small business owner, just start with the basics! It doesn’t always have to be a science, sometimes it just involves putting in a bit more effort and engaging your audience a little more.

Don’t be afraid of social media, it is nothing more than another tool to grow your brand and interact with others.

Teamwork: What Every Law Firm Needs

In the spirit of March Madness, we are focusing on teamwork!  There is a lot we can learn from professional basketball teams and their strategies to create a more cohesive unit.

Teamwork Strategies

Here is how you can practically apply basketball teamwork strategies in your law firm:

Have a leader: Every great team must have a leader who is out there on the court with them. Think Steph Curry or Lebron James. Be a servant- leader, who leads by example and inspires others.

Start the day with a huddle: Huddling is not just for sports teams, it applies to any and every type of team. It gets the group ready, prepared, inspired, pumped, and excited to tackle the day.

Practice drills: This strategy is particularly helpful with customer service-related interactions. Practice makes perfect and performing practice drills together can allow for peer to peer constructive criticism making it a great learning experience.

Regularly do team building exercises: For a professional basketball team, just about every exercise is for team building purposes. That is how they become so in-tune with one another. If you want your firm to be more cohesive, to know one another better, and to increase communication; then give them fun activities (not related to work) to complete together. This will help everyone to relax and reveal personality traits, strengths, and weaknesses.

Learn from failed teamwork: Failure is okay! It’s when we don’t learn from it that it becomes a problem. You may face times where you don’t work together and didn’t have the awareness that you hoped for. Maybe more strategy is needed! Take what you learned from your failures and apply it for the future

Working as a team is important in every firm, no matter how big or small. If you want your employees to fit in with your business culture and reflect company goals and values… start with trying some teamwork strategies!

Free PR for Your Law Firm

At Back Office Betties, we do a ‘Betties Book Brief’ to keep our approach fresh and implement ways we can improve.  This month we chose, Free PR: How to get chased by the press without hiring a PR firm. This book teaches you how to perfect your pitch, build media relationships, and get buzz-worthy coverage, without having to spend a fortune on running ads or hiring a PR firm. This book is an amazing resource for small and large businesses alike, because who doesn’t want to master the art of free PR?!

Emily’s 5 Takeaway’s

For me, this book had 5 important takeaways that I wanted to share with you all in hopes it will help you in your pursuit towards becoming your own PR company.

  • You MUST find out where your ideal clients are hanging out. Do the research and find out what blogs do they read, what podcasts do they listen to and what events do they attend? I reached out to several of my clients and attorney friends to ask this question and was blown away by the answer. I thought I knew the ‘who’s who’ of the legal world, but I now know otherwise. There are dozens of specialty conferences, podcasts and blogs that I didn’t have on my radar.
  • Create new angles and pitches for each medium. Use popular buzz words and news to create angles that weave in current news.
  • There are five major story archetypes such as: Culture, Overcoming Adversity, Customer Story, Leveraging Technology, and The Future.
  • Keyword tools will make this process easier! Check out BuzzSumo, Google Trends, or SEMRush. These analytics tools provide information about keywords and search volume.
  • Yes, it is possible to get published in 7 stories a month! Read Free PR to learn how former COO of 1-800-GOT-JUNK, Cameron Herold fired his PR company and tackled PR in-house with incredible results (can we say Oprah?!).

I hope this has inspired you to read the full book and take in all it has to offer!  This book is a powerhouse full of great information that can change your firm forever! Get out there and start mastering the art of Free PR!

5 Things I Learned From Verne

Recently, I had the pleasure of attending a Verne Harnish talk. Verne Harnish is the Founder of the global business network Entrepreneur’s Organization. He is the Venture Columnist for Fortune Magazine, and he’s the author of the bestseller Mastering the Rockefeller Habits. His latest book Scaling Up has also been very successful winning seven major international book awards including the prestigious 2015 International Book Award for Best General Business book.  And these are just a few of his many major accomplishments! Verne has spent the last 30 years using his expertise to help companies improve.

What I Learned

Attending this talk had me asking myself some important questions that I believe all businesses should be asking themselves if they are looking to ‘scale up’.  Here are 5 things that I learned:

  1. Honestly ask yourself where you get your energy. These are the tasks you should focus on and delegate or automate the rest.
  2. Start thinking about Artificial Intelligence (AI). It is here to stay and companies already using AI today will be the ones to stand out tomorrow. Think about various aspects of your business. What are some ways you predict AI will save you time and/or money?
  3. What 25 relationships do you need to achieve your business goals? Write down names and go seek those relationships and nurture them regularly.
  4. Every business should have a guarantee. Exadata’s great example is 5x faster than IBM or we give you $10,000,000. Domino’s is 30 minutes or it’s free. What can you guarantee your clients?
  5. Are you familiar with the 7/70 Rule? Go after 7% of a market segment and then dominate 70% of that market. For example, Ikea is only 6% of the furniture market but owns over 70% of the ready to assemble niche. Start researching how you can get your business there.

Looking at the bigger picture in this way will help you rearrange your business’ goals so that you are not just planning to improve or expand, but also analyzing how you can be ahead of competition and dominate your industry.

Book Bundle

In addition to Harnish’s own publishing’s, he recommends a Book Bundle List to encompass all aspects of your business.  These recommendations are his top book pics that will help you take your business to the next level!

  • Relationship Marketing by Regis McKenna
  • Am I Being Too Subtle by Sam Zell
  • The Wisdom of Crowds by James Surowiecki
  • Teeming by Tamsin Woolley-Barker
  • Outrageous Empowerment by Ron Lovett
  • Uncommon Service by Frances Frei
  • The Goal by Eliyahu Goldratt
  • The Customer-Funded Business by John Mullins

Don’t be afraid to have bold goals and big dreams! With the right steps and planning, anything is possible for you and your business!

Emily @ Back Office Betties

 

Methods To Gain Client Trust

When it comes to marketing, it seems the most unorthodox methods grab the attention of clients the most. That is why you and your firm should explore using video and client workshops to market your services. Lawyering requires excellent interpersonal communication skills, so it only makes sense to use workshops and videos to showcase your persuasive skills. Furthermore, videos allow complex information to be explained simply and quickly.

Deciding On Content

Deciding your video content and workshop topics depends on the type of services you offer. For example, family law firms could offer workshops educating potential clients about estate planning, how to avoid commonly made mistakes, and answer client questions. That same firm could also offer videos on their website answering frequently asked questions, unscripted testimonials, interviews with experts, and anything that they think will fulfill a need of their prospective client demographic.

What To Keep In Mind

When forming videos and workshop classes it is important to keep a few things in mind:

  • Keep it short and simple. When it comes to explaining complex concepts, speak in laymen terms, and keep it brief. The point of workshops and videos is to inform, not add to the confusion.

 

  • Be unique! You are trying to outshine your competitors and grab the attention of prospective clients so don’t be afraid to be bold.

 

  • Be relevant. Make sure you are staying relevant with your video and workshop content. As stated before, make sure the information you are offering is fulfilling needs of potential clients.

Create Trust & Credibility

Sharing your personality in this way can feel vulnerable but it is also one of the best ways to deliver ideas with authority and emotional impact!  Give your future clients a sneak peek inside your law firm and show them the personalities of you and your staff.  By showing them a little more about the firm, you are creating a sense of loyalty and credibility on your expertise.

Be a trail blazer and embrace informative videos and workshops before they become something every law firm offers. Use this as a tool to connect with potential clients and help them to see why your law firm is different.