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In this episode, Danny Decker reveals the most overlooked — yet incredibly powerful — marketing opportunity solo and small law firms are missing: nurturing the relationships they already have. Instead of constantly chasing new leads, Danny explains how email marketing and low-cost social retargeting can keep you top-of-mind with clients, past clients, referral sources, and even old leads who once raised their hand. With just a few consistent touchpoints each month, your firm can dramatically increase referrals and conversions without needing a bigger budget.
📌 Key Takeaways:
- Why relationship nurturing outperforms most lead generation efforts
- How monthly email newsletters create high-value touchpoints at scale
- The low-cost retargeting strategy that keeps your firm visible to your entire network
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Episode Transcript
What are the biggest missed opportunities when it
comes to marketing for lawfirms?
I love this question.
Here's where my mind goes first.
Your marketing can do a wholelot more than most people
realize to nurturerelationships.
Okay?
Here's what I mean byrelationships.
Let's start there.
Obviously, relationships withyour clients.
(00:21):
Obviously, relationships withpotential referral sources,
people you've met at BNI, butalso leads that you've generated
over the years, right?
Maybe you have a lead magnet onyour website.
Maybe you don't actually have apersonal relationship with this
person, but they've downloadedsomething from your website
which is a hand raise and showsthat they're potentially
interested in what you'reoffering, right?
(00:41):
So you've got this list.
Again, referral sources,clients, past clients, friends,
family, uh leads that you've notconverted yet into clients.
Your marketing should a toppriority should be nurturing
these people, okay?
And you do that two primarychannels.
One is through email marketing.
I really believe every singlelaw firm should have an email
(01:03):
blast, email newsletter thatgoes out once a month at
minimum.
More frequently is often eveneven better, right?
But once a month at minimum, itgives you the opportunity to
create a touch point with yourentire list with a click of one
button.
Incredibly valuable.
It always blows my mind how manylaw firms are not doing email
marketing because it's low costand really, really effective.
(01:25):
And then the second, which is inthe same category of low cost
but super effective, is socialretargeting.
Take that email list, right,which is all of these
relationships, all of thesepeople who are in position to
either hire you or refer peopleto you, load that list into the
Facebook ad manager.
For a couple hundred dollars amonth, you can run a retargeting
campaign that is going to pushyour firm, your content in front
(01:48):
of these people every time theylog on to Facebook or Instagram,
or you can also do this onLinkedIn.
Super low cost.
This is like the lowest hangingfruit when it comes to digital
marketing.
Really low cost, great way tokeep you in touch with all of
these people at scale, right?
I was talking to a lawyer theother day and he makes a point.
(02:09):
He's really great at going outto lunch with potential clients,
potential referral sources veryconsistently, and that's
amazing.
But you know, even if he's likemaxed out, there's still only
like you know, 10 or 12 lunchesper month that are realistic.
Okay, so that's 10 or 12 touchpoints.
When you multiply that by um,you know, a thousand because now
(02:29):
you are using retargeting andemail marketing, it just becomes
so much more effective.
So, biggest missed opportunityfor me, hands down, is not lead
generation, but nurturing newagents.
SPEAKER_00 (02:41):
The law firm marketing minute is brought to
you by Spotlight Marketing andBranding, where we help solo and
small law firms get more plannedand better.
If you want more details, visitGrowmyLaw firmplet.com.
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