Choosing Marketing Partner for Estate Planning

Speaker 1 0:00

I was talking to an attorney the other day about whether my company , integrity Marketing , might be a good fit to help him grow his practice . He seemed really excited about everything we could do for him . Then he said I'm that guy who wants to do his own research . Who are your top competitors ? That I should also be talking to . His question and the way that I might answer it got me thinking . If you're looking for someone to help grow your estate planning or elder law practice , who should you be talking to and , more importantly , what should you be talking about ? Is there more to choosing a marketing partner than finding the lowest cost or the biggest promise ? I'm Jennifer Goddard and you're listening to the Marketing LawCast , where we have real conversations about how estate planning and elder law attorneys can grow a seven-figure practice and a practice that they love , while building personal wealth and their own financial legacy .

Speaker 1 1:09

Picture this You're in your office , you're buried under this mountain of paperwork . You're kind of sifting through the intricate details of a client's estate plan as the sun sets . An email pings , website traffic has dropped , or maybe your social media engagement is plummeting . Did you really need that interruption and what in the world are you going to do about it . This is where many solo and small firm lawyers find themselves . They're expert legal professional by day , aspiring digital marketer by night .

Speaker 1 1:48

Today , simply having a website isn't enough . The digital marketing landscape evolves at warp speed , with new algorithms , emerging platforms , changes in user behavior . It's like you're standing at the base of this towering mountain , with the peak lost in the clouds , so you don't even know how far it is to the summit . Now I know some of you think seriously how hard can digital marketing be ? Let me explain . It's not merely about understanding the concepts . It's about continuous adaptation . The realm of digital marketing is at this intersection of technology , content , psychology and strategy . The dynamics of all of those change almost every day . Let's break down the sheer weight of what's involved , even with search engine optimization or SEO , which is about making sure that you and your website show up when people are looking for your services . Then there's content creation , ensuring that what you say resonates and establishes your authority . And then , of course , there's social media , email marketing , online advertising . The list goes on and on .

Speaker 1 3:12

So where does specialized expertise come into play ? Would you ask a podiatrist about a heart condition ? No , you'd see a cardiologist . Similarly , while different digital agencies may understand the basics , not all are going to grasp the intricacies of marketing and estate planning or elder law practice . Here's the kicker Even within the domain of legal marketing , there's vast diversity .

Speaker 1 3:46

Estate planning is not corporate law . Elder law isn't personal injury . Each area has its unique attributes , its client demographics and specific challenges . Think about attorneys who , in their effort to economize , opt for a generalized or a do-it-yourself solution . More often than not , when we talk to those attorneys , their spirits are deflated , their resources are drained , their results are underwhelming . Why ? Because they missed the boat on industry-specific insight .

Speaker 1 4:33

Let me share some real-life scenarios from my own clients . An elder law firm in Texas came to us with just that history . Their in-house digital marketing efforts had flatlined , understanding their market , their needs and their strengths . We shifted their strategy , took over the heavy lifting on their digital marketing and got their staff back into working at their own genius level , which wasn't digital marketing . The result they got 123 consultations booked directly from their website in less than a year . Those consultations generated approximately $600,000 in new revenue . They're not the only ones . They're not an anomaly . Working with a Maryland firm that focuses on high-end planning , we generated 266 consultations last year . These numbers just underscore what can happen when you blend your legal expertise with our experience in digital marketing for estate planning and elder law . Now I have emphasized the weight of digital marketing .

Speaker 1 5:50

Here's something that people frequently overlook , and that's the sales process . It's really pivotal . Let me set the stage . You've got an influx of leads , your website analytics are showing good traction , your phone starts to ring , you're getting some emails in inquiries , and how many of these leads convert into actual clients ? It's a very simple equation Leads are potential , but potential isn't fruitful if it's not harnessed appropriately . It's like having the seeds of a rare plant without the right soil , the right care , the right environment , they won't sprout .

Speaker 1 6:37

So what's the real challenge Is the art of communication . Imagine a cold call comes into your office from your website . A voice on the other end is tentative , perhaps even anxious . They blurt out the only thing they know to ask how much do you charge for a will ? How do you navigate that conversation ? How do you get them to trust you , to open up and to share with you their real concerns so you can guide them to getting real help ? The gateway isn't just in booking a consultation . Sometimes it's about discerning if this person's needs align with your expertise or if they would be better served elsewhere . Now , that is integrity in action .

Speaker 1 7:34

This is where re-engineering the sales process really gains prominence . It's not a solitary endeavor . Someone in your firm , right from the receptionist to the senior attorney , plays a pitiful role in this dance of conversion . Each interaction is an opportunity . Each conversation is a bridge . We've been working exclusively with the state planning and elder law attorneys for more than 25 years . Over those years , we've come to realize a profound truth While marketing is the magnet pulling leads toward you , sales is the net ensuring they stay , they trust and they engage . Marketing lays the foundation , but sales builds the building , and for this precise reason , integrating sales training and coaching into your arsenal is indispensable . It equips every individual in your firm with both the skill set and the mindset to convert leads into loyal clients . To sum it up , as you focus on broadening your client base , remember the bridge from potential to actual clients is built on effective communication , genuine understanding and a seamless sales process , and that's where tailored coaching emerges as a game changer .

Speaker 1 9:14

The central question remains can you really manage it all ? Can you oversee your firm , serve your clients and adeptly navigate this vast digital expanse ? It's an enormous juggle . More critically , in a digital realm where precision and timeliness matter , half measures can lead to significant missteps . So what should you be looking for in a marketing partner ? First , find out if they genuinely comprehend not just legal marketing , but the subtle layers of your specific niche . Do they provide tools , strategy and training to help your firm evolve , not just sustain ? Here's the key takeaway . Your goal isn't to find the cheapest price or even the biggest promise . It's about empowerment . It's about arming you with insights , support and the strategic conversations that help you make choices that fuel your firm's growth .

Speaker 1 10:29

Marketing isn't just an adjunct to your practice . It's pivotal as you weigh your options , prioritize expertise , specialization and holistic growth . Before you start shopping agencies , spend some time in introspection . Reflect on your strategy . Are there gaps ? Are there tools that you lack ? Are you ready to choose a partner in alignment with your firm's vision and growth trajectory ?

Maximize Revenue and Efficiency in Law

Speaker 1 11:05

Let's touch on one last , what I believe crucial point . Your time as an attorney is invaluable . Every moment spent outside your legal expertise is potential revenue lost . If you're thinking about cutting corners by doing this yourself or adding this responsibility to a valuable member of your client's service team , think about the countless hours you or they will invest just deciphering the marketing jargon , understanding the analytics or tweaking digital strategies . Now imagine redirecting that time to what truly matters your clients , your practice and your revenue . Every choice , especially in marketing , shapes the trajectory of your firm . Choose wisely , understand deeply , act strategically and always prioritize , keeping yourself and your team working at your genius level , doing what you do best serving clients , helping families , preserving legacies In other words , practicing law .

Speaker 2 12:31

That's a wrap on this edition of the Marketing LawCast . Thanks for joining us . Head over to wwwimsrockscom for more growth-focused insights . If you're ready to skyrocket your firm's marketing , don't hesitate to book a free discovery call with our team right on our website . Here's to your success . See you next time .