July 4, 2025 • 26 mins
Did you like this episode? Dislike it?
In Part 2 of this strategic breakdown, Danny Decker walks you through the final steps in building a marketing system that works while you work. From retargeting pixels and ad targeting to drip campaigns and monthly newsletters, this episode is packed with systems you can use to attract and convert leads—automatically.
📌 Key Takeaways
- Why retargeting ads are essential to staying top of mind.
- How to nurture leads with automated emails and regular newsletters.
- What tools, platforms, and formats make this whole system run smoothly.
📆 Schedule Your Strategy Session
📱You can check out the video component by following us here on
Instagram or TikTok
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Most of the time, your leads are going to take
some time and some nurture, andthat's okay.
The thing is, you want to havea system built so that those
leads are being nurturedautomatically because you and
your staff are not going to beable to keep up with you.
Speaker 2 (00:14):
Welcome to the Law Firm Marketing Minute, the go-to
podcast for solo and small lawfirms who want to level up.
We're excited for you to joinus this episode and remember, if
your law firm needs moreclients and better clients, be
sure to go togrowmylawfirmfastcom.
That's growmylawfirmfastcom.
Speaker 1 (00:35):
All right, let's get right into the episode we're
going to talk more about leadmagnets and lead capture in a
minute, but I'm going to dropone little breadcrumb for you
that we're going to talk aboutagain in a few minutes.
You want to have what's calleda retargeting pixel on your
website and this allows youbasically to know if somebody's
been on your website so you canthen serve them with ads.
(00:56):
Please I'm just again curiouskind of level of how far you
guys have gone with this.
Drop a one in the chat if youknow that there is a retargeting
pixel on your website, and dropa two if you know that there's
not a retargeting pixel.
And I'm gonna assume that ifyou don't give me either a one
(01:17):
or two, you're just not sure.
So give me a one if you knowthere's a pixel on your website,
and give me a two if there'snot a pixel on your website and
just type not sure if you're notsure.
All right, gary, matt, alfonsoand everybody else who's in that
boat.
You guys really wanna have aretargeting pixel on your
website.
(01:37):
Again, this is something we canhelp you with.
Bottom line, you need to have aretargeting pixel on your
website.
That's how you continue to stayin front of your website
visitors.
We'll talk more about that in asecond.
All right, that was a lot, butthat's the idea around content.
Okay, it starts with justknowing what your clients are
asking and then creating contentthat's going to speak to those
(02:01):
concerns.
Right, it's really quite simple.
Does that make sense?
Do you have questions?
Give me a one.
If you're ready to keep going,feel free to drop questions in
the chat.
If you've got them.
I'm seeing some ones.
I'm going to keep going, but sojust to kind of refresh step
one in this process define yourideal clients.
(02:23):
Step two create content that'sgoing to be attractive to your
ideal clients.
Now, we've got content andwe've got a picture of who your
clients are.
So step three, and this iswhere it starts to get fun Now
we want to use ads to put yourcontent in front of your ideal
(02:46):
clients.
Okay, and there's a fewdifferent sort of buckets of
content.
We just talked about what Iwould call sort of educational
content, right, where you areanswering their questions,
giving them tips.
You might be doing that throughblogs, it might be video, it
might be social media, right,but you're creating this
educational content.
(03:06):
That is one type of contentthat we then can boost on social
media, so that we're takingthis great content and putting
it in front of the right people.
There's a few more types ofcontent that we want to pull
into this equation.
The second is something called alead magnet, and that is
something that we're giving awayfor free, but we want their
(03:28):
contact information the idealclient checklist that we just
dropped in the chat.
We have used that as a leadmagnet in the past.
Just gave you the link, right,and it's because I know you,
right.
Many of you I recognize yournames.
You've been on webinars before.
(03:49):
We've already been able toemail you in the past, right, so
I don't really need your emailaddress.
But if we were running thiscampaign to go find brand new
law firm owners who areinterested in growing their
firms, we would absolutely usethe ideal client checklist as a
lead magnet and what we would dois create a landing page and
(04:12):
you enter your contactinformation and now you get the
ideal client checklist.
That's all a lead magnet is.
It can be a checklist, it canbe a webinar, it can be a white
paper, a book, an ebook.
There's really no end to theformats you can use.
But that's what a lead magnetis it's giving some information.
It's usually like a little morein depth or a little more
specific than you're going to dowith a video, and that's why
(04:35):
you are, you know, asking fortheir information so you can
send them the PDF or whatever.
It is Okay.
And then the third bucket iswhat we refer to as a call me
now campaign.
Speaker 2 (04:45):
Right, there are two things that go into legal
marketing that you really needto know.
The first one you probablyalready know if you've been a
long time listener of the lawfor marketing minutes, which is
that there are so many thingsthat go into marketing.
You know there's so manychannels, there's so many
strategies it can be a headache,I get it.
The second thing you need toknow is that our listeners
(05:06):
actually have access to anexclusive offer.
It's one free month of ourmarketing services, completely
free, just for being a listener.
How cool is that?
So what you got to do to claimthis offer basically is to go
into the podcast description.
There's a link.
You can click that link andsign up, get your booking and
pick a time that works for you,or you can go to
(05:27):
growmylawfirmfastcom.
That's growmylawfirmfastcom toget started.
All right, let's get right backto the episode.
Speaker 1 (05:35):
So the first two buckets I just talked about are
just giving value, giving value,giving value, moving people
down your sales funnel.
But ultimately you need to bookthem, and that's what we refer
to as a call me now campaign.
So you found your ideal clients, you're giving them information
that's useful, but you now needto actually book those in the
consultation so you can convertthem into clients.
(05:56):
That is what we refer to as acall me now campaign, and I'm
going to show you some visuals.
But here's what I want you tounderstand before I pull up the
visuals what type of contentworks best completely depends on
the buyer journey your clientsare on, and the way I like to
think of this is a spectrum, alevel of prospect, urgency On
(06:19):
one end you've got a one.
Okay, this is somebody who isfeeling as little urgency as
possible.
They don't even know thatthere's a problem, right?
Let's say again, let's use theestate planning example.
You know, let's say it's ayoung married couple, but they
don't have kids yet.
They're really not eventhinking about estate planning.
And then, kind of in the middle, we've got this.
(06:40):
You know, number five here.
They're starting to think aboutit, right, maybe they are about
to have their first kid andthey're starting to think about
it, right, and then we've got onthe far other end of the
extreme.
They need a solution right now.
So the classic example here islike somebody who was arrested
and is in jail right, they needhelp right away.
(07:03):
Somebody who was in a caraccident probably needs help
right away.
And so your mission and what wedo with our clients and what
you really need to be doing asyou're thinking about your
marketing strategically, isgiving the right type of content
at the right time.
Okay, so when you've got thesepeople who are at sort of a
level one don't even necessarilyknow this is something they
(07:25):
should be thinking about, you'rereally educating them.
Like, they're not going to booka consultation right now,
they're probably not even goingto download a lead magnet
because they don't even know whythey should be concerned about
this, right, and so we're goingto use blogs and videos and
educational content to like getthem thinking about it.
Then, as they start thinkingabout it, as they start maybe
(07:48):
feeling the pain or they'refearful or they're excited or
whatever the case may be, butnow they're more aware of it.
Now you're going to start usingthings like lead magnets
webinars, events, right, whereit's a little bit more of an ask
.
You're asking for their contactinformation.
Maybe you're asking for them toshow up at an event or a
webinar.
Asking for their contactinformation.
Maybe you're asking for them toshow up at an event or a
webinar, and that works reallywell for people that are sort of
(08:08):
in this four, five, six levelof urgency.
Then, as it ratchets up evenfurther, now you're in nine, 10
territory.
Now's where you want to targetthem with a call me now campaign
.
Somebody who is sitting in jailis not going to register for
your webinar next week, right,and they're probably not going
to read your blog entry.
They need help now.
(08:29):
Conversely, you know somebodywho is just in the beginning
stages of doing some researchabout estate planning is not
ready to book a consultation yet.
So if the only content they'reseeing is this call me now level
content, they are not going toconvert.
They're not going to take thebait because that's not where
they're at.
(08:50):
Give me a one in the chat,please, if you're tracking with
me.
Does this make sense?
Do you have questions?
Great, drop your questions inthe chat if you've got them.
Um, but good, I'm glad.
Uh, this is making sense.
I need to keep the Q and a tabup as well.
All right, if you havequestions, try to drop them just
(09:11):
directly in the chat.
Um, that's, that's what I canfit on my screen right now, so,
okay, so you've got this levelof urgency and, um, part of what
you need to be doing with yourcontent and with your ad
strategy is making sure you'vegot content that addresses each
stage of this.
Now I say that recognizing that,depending on your practice area
(09:32):
, this may look very different.
Personal injury goes from a oneto a 10 at the drop of a hat,
right In the time it takessomebody to slip and fall and
injure themselves.
They just went from a one to a10.
Estate planning is on the otherend of the spectrum, right,
where people know they need tohave a will in place.
(09:53):
They know they need to have awill in place.
They put it off for years andyears and years, right Until
it's too late, and all of asudden now they're at a 10 in
urgency.
Okay, so think this through.
You wanna have an idea of whatyour typical client journey
looks like?
Make sense, everybody good.
Give me one if you're good, andI'm going to keep going, all
(10:17):
right.
So let's talk about the actualformat of these ads.
We just kind of talked aboutstrategy, so let's talk about
format.
A paid ad is really simple,okay, it is just.
It's formatted like a Facebookpost or an Instagram post.
It's got some written content,it's got creative, which is an
image or some video, and it'sgot a call to action.
(10:38):
So this is an example of anestate planning ad, right, and
this is giving away a leadmagnet, and the call to action
is down here at the bottom.
It says download.
Okay, that's what the ad lookslike.
But then here's where the magichappens.
With Facebook ads and Instagramads and we sometimes do this on
LinkedIn too you get to be real, real specific about who you
(11:01):
want to put your content infront of.
So this is an example a familylaw firm here in Charlotte,
north Carolina.
I know this is a little bitsmall, so I'm going to run
through it and make sure thatwe're on the same page.
The first thing we get to dohere is actually choose on the
map who we want to reach.
So we dropped a pin on thisfirm's location and they're
(11:26):
targeting a 10 mile radiusaround their firm.
Okay, so this is demographics,right, they're from.
Okay, so this is demographics,right.
Age range, in this case, 28 to45, specifically targeting women
(11:48):
, specifically top 25% ofhousehold income right, that's
really powerful.
That's one of the really coolthings about Facebook ads is you
get to be pretty targeted interms of who you put your ads in
front of.
And then here we even took itthe next step, and this specific
campaign is targeting motherswith children under the age of
five right, and so then therecan be some messaging that's
very specific to moms, that'svery specific to moms who have
(12:10):
young kids right, and you canpretty quickly like draw the
connection there from.
You know, moms with young kids.
They need to have an estateplan in place Okay, you run this
information and then Facebook'sad manager program is going to
tell us you know how many peoplefit that criteria?
In this case, we've got like40,000 people that fit that
(12:30):
criteria.
Boom, that's the audience.
That's who's going to see thead we just created.
Makes sense Again.
Drop a one.
If this makes that's theaudience.
That's who's going to see thead we just created.
Make sense Again.
Drop a one.
If this makes sense, drop two.
If you need me to explain thisa little bit more.
Or, if you have questions, dropthem.
All right, seems like you guysare all tracking, awesome, all
right.
So two types of campaigns.
(12:51):
First one is a lead nurturecampaign.
This is built around a leadmagnet, like I told you about
earlier.
So this is an ad giving away achecklist called five estate
planning documents you must havein place by age 50.
Ad shows up in the social mediafeed.
(13:12):
It shows up in whoever we toldthe targeting that we just set
up.
Those are the people that aregoing to see this ad.
Okay, so we get to choose whosees the ad.
They click the ad.
We take them to a landing page.
We don't send them to thehomepage of your website.
We build a landing page.
We build a landing page becausewe don't want them to get lost
(13:33):
on your website.
We don't want them reading yourbio, yet.
We don't want them watchingvideos or reading blog entries
yet.
What we really want them to dois fill out the form on the
landing page, because thatallows us to capture their
contact information and then wecan launch follow-up marketing.
The next thing that happensafter they fill out this form is
it kicks off a drip campaign.
(13:54):
We use MailChimp for a lot ofour clients.
Some of our clients are inLomatic, some are in HubSpot,
but bottom line, we build a dripcampaign so that after somebody
downloads the checklist, wesend them an email and it's like
here's the checklist.
By the way, if you havequestions or if you want to
schedule a consultation to talkabout this further, click here
(14:16):
and then we'll link them to aconsult scheduling page, right,
and so a drip campaign willhappen.
Typically, we'll do likeanywhere between like three and
seven touch points, depending onyou know many different factors
, but each email is creating, isproviding a little bit of value
, but is also ultimately drivingthem to schedule a consultation
(14:37):
.
So the journey here is back instep one.
The social ad just is offeringthem a free checklist.
They click the link, theydownload it from the landing
page.
Now we kick off a drip campaignand that is driving them to
schedule a consultation.
That's the flow.
Drop a question if you've gotit.
That's the flow.
(14:57):
It's pretty straightforward.
There's obviously a lot ofmoving parts involved in
building this all out, butfundamentally it's pretty simple
.
Works really well.
We love running these campaignson Facebook and Instagram
particularly.
Works really well, now theother end of the spectrum, right
the call me now campaign.
Somebody who?
We're not trying to give them alead magnet, because they don't
(15:18):
want a lead magnet.
They need help now.
You run an ad, you target thatad to whoever you know fits your
ideal client profile and youwant to speak directly to the
pain point?
Right, if it's PI injured in acar accident, click here.
We'll give them the option toeither fill out the landing page
or call directly.
Right, simple, quick and easy.
(15:38):
By the way, you can do this injust about every practice area.
Is it time for divorce?
Click here.
Right.
Did your spouse file fordivorce?
Click here.
In estate planning, probate isoften the trigger point for
these types of ads.
So it's like if a loved onepassed away and there wasn't an
estate plan in place.
We're really sorry.
(15:59):
We understand how stressfulthat is.
We can help.
Click here.
Okay.
So these are the campaigns thatare going to get response from
those people that are at thenine and 10 level of urgency.
Make sense.
Give me a one or a thumbs up orsomething if you're still with
me and if you've got questions,drop them in.
Awesome Thanks.
(16:21):
Thanks for the feedback, guys.
Cool, all right.
Questions about paid ads.
There was a question earlierabout budget.
Questions about paid ads.
There was a question earlierabout budget.
We typically see a cost per leadfor lead magnets of in like the
neighborhood of like $10 to $30per lead.
(16:41):
Okay, obviously, listen, wehave some clients who are
getting $2 leads.
We have others who their leadsmight be costing $55, right, but
average range is between about$10 and $30 per lead.
On the call me now side, thoselead costs are a little higher,
typically between like $50 and$100.
If you are running a socialcampaign, like a paid Facebook
(17:03):
and a paid Instagram campaign,we recommend starting with a
minimum ad budget of around $750per month.
If you're not willing to spendthat much, just kind of wait
until you are, because it'sreally not going to be worth it
to go into a campaign spendingsignificantly less than that.
As a general rule, if you'rethinking about Google or
LinkedIn, you're going to wantto be able to spend a bit more.
(17:27):
With Google, we recommendprobably come in with a budget
of like $2,000 a month.
It takes more money to createmore impressions, to get more
clicks, to get more leads.
So it's just kind of amathematical formula, one of the
reasons why we love running adson paid social is those costs
per leads are often pretty low.
Also, it really allows you to bepicky about who you get your
(17:50):
ads in front of.
It's harder, a few of youmentioned you really are focused
on getting better qualityclients.
It's harder to be targeted onGoogle because you don't get to
be quite as picky about who youput your ads in front of.
Versus Facebook, instagram, youcan be a lot more picky.
So hopefully that addressesthat question.
If you've got more questions,drop them in the chat.
(18:14):
That brings us to fourth andfinal step.
Okay, so let's recap.
Step one is get clear on whoyour ideal clients are.
Step two create content thatattracts them.
Step three create ads that putyour content in front of your
ideal clients and that generatesleads.
(18:35):
Step four is now.
A certain percentage of yourleads are probably going to call
you right away and convertquickly, right.
It's going to usually be a verysmall percentage.
Trust me, I wish that wasn'tthe case, but the reality is,
most of the time, your leads aregoing to take some time and
some nurture, and that's okay.
But the thing is you want tohave a system built so that
(18:58):
those leads are being nurturedautomatically, because you and
your staff are not going to beable to keep up with it, right,
because you're going to be incourt or because you're going to
have 30 other things that allsound better than following up
with your leads.
Okay, I get it.
I feel that way myself.
Completely get it.
So you want to have systems tonurture these leads.
(19:19):
A few ways we go about this.
One I told you about aretargeting pixel.
You want to have theretargeting pixel on your
website so that when someonehits your website and then three
days later they log intoFacebook, they see your ad.
Okay, creates multiple touchpoints.
That's what it takes to getpeople sort of across the finish
line to actually call you oractually book your consultation.
(19:43):
It usually takes a few touchpoints.
Two is a drip campaign.
I showed you that a few minutesago.
This is a campaign we build inMailChimp or in HubSpot or
Lawmatics.
Most CRMs allow you to do this.
The bottom line is you need tosend more than one email.
You need to email themfrequently, especially right
after they just downloaded yourlead magnet.
(20:04):
You want to hit them a fewtimes because you never know
what's the right moment.
Okay, so you need to hit them afew times.
And then three is a monthlynewsletter.
We highly recommend this toevery single law firm.
I firmly believe every singlelaw firm needs to have a
newsletter that goes out once amonth at least.
(20:24):
Give me a yes in the chat ifyou've got a monthly newsletter
and give me a no if you don't.
Just curious, matt, yes,awesome, I really believe.
Gary, alfonso, neither of youdo yet.
That's OK tools for a small lawfirm because it keeps you in
(20:48):
front of your whole database atonce.
We have some clients that havethousands of names on their
email list past clients,referral sources, colleagues and
every time we send out anewsletter it goes to all of
those people and, predictably,it creates referral
opportunities and it's a greatway to keep your past clients
engaged.
(21:08):
It's just easy Once you figureout a system.
Again, this is something myteam can do for you if you want
us to, but either way, whetheryou do it yourself or whatever,
once you build a system, this isone of the highest ROI
campaigns you'll ever have,because it keeps you in front of
everybody on your list at leastonce a month.
(21:28):
I believe it or not.
Not am an advocate forsometimes sending more than once
a month, but that's a battle wecan fight another day.
There are very successfulmarketers and not just marketers
, but professional service firmsand others that send daily
emails, believe it or not, andit can work really well.
Bottom line you need to have anewsletter.
(21:49):
In that newsletter you're goingto want to include the blogs we
talked about, some links toyour video announcements, right?
Like what's happening in yourfirm.
You know what should yourclientele be aware of, right?
You use your newsletter tocommunicate stuff like that.
I'll put a quick visual up here.
I kind of already talkedthrough this, that I'll put a
(22:10):
quick visual up here.
I kind of already talkedthrough this.
Bottom line is you want yournewsletter to be clean and
simple to read.
Many people aren't going toread every single word, so you
want them to be able to skim itand see your face, see your name
, just kind of be reminded ofwhat you do.
And you want this to beformatted well for mobile.
I haven't seen the very latestdata, but a majority of emails
(22:33):
are opened on a mobile phone, soyou want to use a mobile
responsive format.
Again, we usually use MailChimp, sometimes HubSpot, sometimes
Lomatics, makes it fairly simpleto make it mobile friendly.
Bottom line it needs to bemobile friendly.
You do not want to just createa PDF and attach it to an email
that you send to your whole listand BCC everybody, right?
That does not work very well onmobile, okay, so that's the
(22:57):
newsletter, right?
Super important because,remember, step four here is
nurturing these leads.
Sometimes they're going toconvert within a day, sometimes
it's going to take a week, itmight take a month, it might
take a quarter.
Sometimes it's going to take aweek, it might take a month, it
might take a quarter, sometimesit might take a year.
Right, but the bottom line is,as long as you're continually
nurturing those leads, when thetime is right, you're in
position to get their business.
(23:18):
Okay.
Questions about lead nurtureOkay, several of you kind of
responded.
Most of you, it looks like, arenot actively running an email
newsletter.
Again, I can't recommend ithighly enough.
Of course, I would love if youhad a conversation with our team
and we can tell you kind of howwe go about this.
But listen, whether you engageus to do it or not, super, super
(23:42):
important.
I highly encourage you to setup an email newsletter.
Okay, so we got just a fewminutes left here.
Drop a one in the chat, if thismakes sense.
If you kind of understand theflow here, remember step one
identify your ideal clients.
Two create content that isattractive to them.
(24:04):
Three use ads to put it infront of them.
And then four as the leads comein, nurture them All.
Use ads to put it in front ofthem.
And then four as the leads comein, nurture them All.
Right, you guys are with me?
Cool, I do not want the hourthat we spent together to be
information that went in kind ofone ear and out the other.
Right Like information actuallydoesn't do anything if you
(24:25):
can't take action on it.
Right.
Information actually doesn't doanything if you can't take
action on it right.
So I want you to walk away fromthis with an action plan.
Okay, several ways to get thisdone.
You can do it yourself as anattorney.
This isn't how I want you tospend your time.
The learning curve is prettyhigh, but theoretically you can
do it yourself.
Two is you can absolutely go toI'll drop it in the chat places
(24:49):
like upworkcom and you can hirefreelancers to sort of
piecemeal this.
You can find somebody to writeblogs for you.
You could find somebody to runan ad campaign for you.
You can often find low costcontractors.
I'm not the biggest fan ofgoing this route, but it's
certainly an option and ifyou're willing to sort of spend
the time and provide thefeedback, you can get this stuff
(25:13):
done using contractors.
Three is for those of you thathave an internal marketing team.
Parts of this can certainly bedone by them.
You want to be clear on whattheir capabilities are, for
example, when we get intoretargeting and some of the
advanced ad targeting.
That's not in everybody's skillset, so you just want to kind
(25:33):
of understand does your teamhave the capabilities?
And then, number four my teamoffers these services,
everything that we just talkedabout today.
We have a done-for-youmarketing program and we would
be happy to have a conversationabout what that looks like for
your front.
We'll do this again next month.
(25:54):
I got several requests, by theway, that we theme our next
webinar around AI platforms andhow to get found on chat GPT,
because clients are now, insteadof going to Google and
searching for a divorce attorney, they're going to chat GPT and
they're asking um, who's thebest family law attorney near me
.
So that's probably going to beour topic next month, um, but,
(26:17):
uh, but we'll be in touch, we'lllet you know.
Thanks for being here, thanksAldo, thanks Alfonso.
Um, you guys have a great dayand we will talk.
Uh, talk.
Most of the time, your leads are going to take
some time and some nurture, andthat's okay.
The thing is, you want to havea system built so that those
leads are being nurturedautomatically because you and
your staff are not going to beable to keep up with you.
Speaker 2 (00:14):
Welcome to the Law Firm Marketing Minute, the go-to
podcast for solo and small lawfirms who want to level up.
We're excited for you to joinus this episode and remember, if
your law firm needs moreclients and better clients, be
sure to go togrowmylawfirmfastcom.
That's growmylawfirmfastcom.
Speaker 1 (00:35):
All right, let's get right into the episode we're
going to talk more about leadmagnets and lead capture in a
minute, but I'm going to dropone little breadcrumb for you
that we're going to talk aboutagain in a few minutes.
You want to have what's calleda retargeting pixel on your
website and this allows youbasically to know if somebody's
been on your website so you canthen serve them with ads.
(00:56):
Please I'm just again curiouskind of level of how far you
guys have gone with this.
Drop a one in the chat if youknow that there is a retargeting
pixel on your website, and dropa two if you know that there's
not a retargeting pixel.
And I'm gonna assume that ifyou don't give me either a one
(01:17):
or two, you're just not sure.
So give me a one if you knowthere's a pixel on your website,
and give me a two if there'snot a pixel on your website and
just type not sure if you're notsure.
All right, gary, matt, alfonsoand everybody else who's in that
boat.
You guys really wanna have aretargeting pixel on your
website.
(01:37):
Again, this is something we canhelp you with.
Bottom line, you need to have aretargeting pixel on your
website.
That's how you continue to stayin front of your website
visitors.
We'll talk more about that in asecond.
All right, that was a lot, butthat's the idea around content.
Okay, it starts with justknowing what your clients are
asking and then creating contentthat's going to speak to those
(02:01):
concerns.
Right, it's really quite simple.
Does that make sense?
Do you have questions?
Give me a one.
If you're ready to keep going,feel free to drop questions in
the chat.
If you've got them.
I'm seeing some ones.
I'm going to keep going, but sojust to kind of refresh step
one in this process define yourideal clients.
(02:23):
Step two create content that'sgoing to be attractive to your
ideal clients.
Now, we've got content andwe've got a picture of who your
clients are.
So step three, and this iswhere it starts to get fun Now
we want to use ads to put yourcontent in front of your ideal
(02:46):
clients.
Okay, and there's a fewdifferent sort of buckets of
content.
We just talked about what Iwould call sort of educational
content, right, where you areanswering their questions,
giving them tips.
You might be doing that throughblogs, it might be video, it
might be social media, right,but you're creating this
educational content.
(03:06):
That is one type of contentthat we then can boost on social
media, so that we're takingthis great content and putting
it in front of the right people.
There's a few more types ofcontent that we want to pull
into this equation.
The second is something called alead magnet, and that is
something that we're giving awayfor free, but we want their
(03:28):
contact information the idealclient checklist that we just
dropped in the chat.
We have used that as a leadmagnet in the past.
Just gave you the link, right,and it's because I know you,
right.
Many of you I recognize yournames.
You've been on webinars before.
(03:49):
We've already been able toemail you in the past, right, so
I don't really need your emailaddress.
But if we were running thiscampaign to go find brand new
law firm owners who areinterested in growing their
firms, we would absolutely usethe ideal client checklist as a
lead magnet and what we would dois create a landing page and
(04:12):
you enter your contactinformation and now you get the
ideal client checklist.
That's all a lead magnet is.
It can be a checklist, it canbe a webinar, it can be a white
paper, a book, an ebook.
There's really no end to theformats you can use.
But that's what a lead magnetis it's giving some information.
It's usually like a little morein depth or a little more
specific than you're going to dowith a video, and that's why
(04:35):
you are, you know, asking fortheir information so you can
send them the PDF or whatever.
It is Okay.
And then the third bucket iswhat we refer to as a call me
now campaign.
Speaker 2 (04:45):
Right, there are two things that go into legal
marketing that you really needto know.
The first one you probablyalready know if you've been a
long time listener of the lawfor marketing minutes, which is
that there are so many thingsthat go into marketing.
You know there's so manychannels, there's so many
strategies it can be a headache,I get it.
The second thing you need toknow is that our listeners
(05:06):
actually have access to anexclusive offer.
It's one free month of ourmarketing services, completely
free, just for being a listener.
How cool is that?
So what you got to do to claimthis offer basically is to go
into the podcast description.
There's a link.
You can click that link andsign up, get your booking and
pick a time that works for you,or you can go to
(05:27):
growmylawfirmfastcom.
That's growmylawfirmfastcom toget started.
All right, let's get right backto the episode.
Speaker 1 (05:35):
So the first two buckets I just talked about are
just giving value, giving value,giving value, moving people
down your sales funnel.
But ultimately you need to bookthem, and that's what we refer
to as a call me now campaign.
So you found your ideal clients, you're giving them information
that's useful, but you now needto actually book those in the
consultation so you can convertthem into clients.
(05:56):
That is what we refer to as acall me now campaign, and I'm
going to show you some visuals.
But here's what I want you tounderstand before I pull up the
visuals what type of contentworks best completely depends on
the buyer journey your clientsare on, and the way I like to
think of this is a spectrum, alevel of prospect, urgency On
(06:19):
one end you've got a one.
Okay, this is somebody who isfeeling as little urgency as
possible.
They don't even know thatthere's a problem, right?
Let's say again, let's use theestate planning example.
You know, let's say it's ayoung married couple, but they
don't have kids yet.
They're really not eventhinking about estate planning.
And then, kind of in the middle, we've got this.
(06:40):
You know, number five here.
They're starting to think aboutit, right, maybe they are about
to have their first kid andthey're starting to think about
it, right, and then we've got onthe far other end of the
extreme.
They need a solution right now.
So the classic example here islike somebody who was arrested
and is in jail right, they needhelp right away.
(07:03):
Somebody who was in a caraccident probably needs help
right away.
And so your mission and what wedo with our clients and what
you really need to be doing asyou're thinking about your
marketing strategically, isgiving the right type of content
at the right time.
Okay, so when you've got thesepeople who are at sort of a
level one don't even necessarilyknow this is something they
(07:25):
should be thinking about, you'rereally educating them.
Like, they're not going to booka consultation right now,
they're probably not even goingto download a lead magnet
because they don't even know whythey should be concerned about
this, right, and so we're goingto use blogs and videos and
educational content to like getthem thinking about it.
Then, as they start thinkingabout it, as they start maybe
(07:48):
feeling the pain or they'refearful or they're excited or
whatever the case may be, butnow they're more aware of it.
Now you're going to start usingthings like lead magnets
webinars, events, right, whereit's a little bit more of an ask
.
You're asking for their contactinformation.
Maybe you're asking for them toshow up at an event or a
webinar.
Asking for their contactinformation.
Maybe you're asking for them toshow up at an event or a
webinar, and that works reallywell for people that are sort of
(08:08):
in this four, five, six levelof urgency.
Then, as it ratchets up evenfurther, now you're in nine, 10
territory.
Now's where you want to targetthem with a call me now campaign
.
Somebody who is sitting in jailis not going to register for
your webinar next week, right,and they're probably not going
to read your blog entry.
They need help now.
(08:29):
Conversely, you know somebodywho is just in the beginning
stages of doing some researchabout estate planning is not
ready to book a consultation yet.
So if the only content they'reseeing is this call me now level
content, they are not going toconvert.
They're not going to take thebait because that's not where
they're at.
(08:50):
Give me a one in the chat,please, if you're tracking with
me.
Does this make sense?
Do you have questions?
Great, drop your questions inthe chat if you've got them.
Um, but good, I'm glad.
Uh, this is making sense.
I need to keep the Q and a tabup as well.
All right, if you havequestions, try to drop them just
(09:11):
directly in the chat.
Um, that's, that's what I canfit on my screen right now, so,
okay, so you've got this levelof urgency and, um, part of what
you need to be doing with yourcontent and with your ad
strategy is making sure you'vegot content that addresses each
stage of this.
Now I say that recognizing that,depending on your practice area
(09:32):
, this may look very different.
Personal injury goes from a oneto a 10 at the drop of a hat,
right In the time it takessomebody to slip and fall and
injure themselves.
They just went from a one to a10.
Estate planning is on the otherend of the spectrum, right,
where people know they need tohave a will in place.
(09:53):
They know they need to have awill in place.
They put it off for years andyears and years, right Until
it's too late, and all of asudden now they're at a 10 in
urgency.
Okay, so think this through.
You wanna have an idea of whatyour typical client journey
looks like?
Make sense, everybody good.
Give me one if you're good, andI'm going to keep going, all
(10:17):
right.
So let's talk about the actualformat of these ads.
We just kind of talked aboutstrategy, so let's talk about
format.
A paid ad is really simple,okay, it is just.
It's formatted like a Facebookpost or an Instagram post.
It's got some written content,it's got creative, which is an
image or some video, and it'sgot a call to action.
(10:38):
So this is an example of anestate planning ad, right, and
this is giving away a leadmagnet, and the call to action
is down here at the bottom.
It says download.
Okay, that's what the ad lookslike.
But then here's where the magichappens.
With Facebook ads and Instagramads and we sometimes do this on
LinkedIn too you get to be real, real specific about who you
(11:01):
want to put your content infront of.
So this is an example a familylaw firm here in Charlotte,
north Carolina.
I know this is a little bitsmall, so I'm going to run
through it and make sure thatwe're on the same page.
The first thing we get to dohere is actually choose on the
map who we want to reach.
So we dropped a pin on thisfirm's location and they're
(11:26):
targeting a 10 mile radiusaround their firm.
Okay, so this is demographics,right, they're from.
Okay, so this is demographics,right.
Age range, in this case, 28 to45, specifically targeting women
(11:48):
, specifically top 25% ofhousehold income right, that's
really powerful.
That's one of the really coolthings about Facebook ads is you
get to be pretty targeted interms of who you put your ads in
front of.
And then here we even took itthe next step, and this specific
campaign is targeting motherswith children under the age of
five right, and so then therecan be some messaging that's
very specific to moms, that'svery specific to moms who have
(12:10):
young kids right, and you canpretty quickly like draw the
connection there from.
You know, moms with young kids.
They need to have an estateplan in place Okay, you run this
information and then Facebook'sad manager program is going to
tell us you know how many peoplefit that criteria?
In this case, we've got like40,000 people that fit that
(12:30):
criteria.
Boom, that's the audience.
That's who's going to see thead we just created.
Makes sense Again.
Drop a one.
If this makes that's theaudience.
That's who's going to see thead we just created.
Make sense Again.
Drop a one.
If this makes sense, drop two.
If you need me to explain thisa little bit more.
Or, if you have questions, dropthem.
All right, seems like you guysare all tracking, awesome, all
right.
So two types of campaigns.
(12:51):
First one is a lead nurturecampaign.
This is built around a leadmagnet, like I told you about
earlier.
So this is an ad giving away achecklist called five estate
planning documents you must havein place by age 50.
Ad shows up in the social mediafeed.
(13:12):
It shows up in whoever we toldthe targeting that we just set
up.
Those are the people that aregoing to see this ad.
Okay, so we get to choose whosees the ad.
They click the ad.
We take them to a landing page.
We don't send them to thehomepage of your website.
We build a landing page.
We build a landing page becausewe don't want them to get lost
(13:33):
on your website.
We don't want them reading yourbio, yet.
We don't want them watchingvideos or reading blog entries
yet.
What we really want them to dois fill out the form on the
landing page, because thatallows us to capture their
contact information and then wecan launch follow-up marketing.
The next thing that happensafter they fill out this form is
it kicks off a drip campaign.
(13:54):
We use MailChimp for a lot ofour clients.
Some of our clients are inLomatic, some are in HubSpot,
but bottom line, we build a dripcampaign so that after somebody
downloads the checklist, wesend them an email and it's like
here's the checklist.
By the way, if you havequestions or if you want to
schedule a consultation to talkabout this further, click here
(14:16):
and then we'll link them to aconsult scheduling page, right,
and so a drip campaign willhappen.
Typically, we'll do likeanywhere between like three and
seven touch points, depending onyou know many different factors
, but each email is creating, isproviding a little bit of value
, but is also ultimately drivingthem to schedule a consultation
(14:37):
.
So the journey here is back instep one.
The social ad just is offeringthem a free checklist.
They click the link, theydownload it from the landing
page.
Now we kick off a drip campaignand that is driving them to
schedule a consultation.
That's the flow.
Drop a question if you've gotit.
That's the flow.
(14:57):
It's pretty straightforward.
There's obviously a lot ofmoving parts involved in
building this all out, butfundamentally it's pretty simple
.
Works really well.
We love running these campaignson Facebook and Instagram
particularly.
Works really well, now theother end of the spectrum, right
the call me now campaign.
Somebody who?
We're not trying to give them alead magnet, because they don't
(15:18):
want a lead magnet.
They need help now.
You run an ad, you target thatad to whoever you know fits your
ideal client profile and youwant to speak directly to the
pain point?
Right, if it's PI injured in acar accident, click here.
We'll give them the option toeither fill out the landing page
or call directly.
Right, simple, quick and easy.
(15:38):
By the way, you can do this injust about every practice area.
Is it time for divorce?
Click here.
Right.
Did your spouse file fordivorce?
Click here.
In estate planning, probate isoften the trigger point for
these types of ads.
So it's like if a loved onepassed away and there wasn't an
estate plan in place.
We're really sorry.
(15:59):
We understand how stressfulthat is.
We can help.
Click here.
Okay.
So these are the campaigns thatare going to get response from
those people that are at thenine and 10 level of urgency.
Make sense.
Give me a one or a thumbs up orsomething if you're still with
me and if you've got questions,drop them in.
Awesome Thanks.
(16:21):
Thanks for the feedback, guys.
Cool, all right.
Questions about paid ads.
There was a question earlierabout budget.
Questions about paid ads.
There was a question earlierabout budget.
We typically see a cost per leadfor lead magnets of in like the
neighborhood of like $10 to $30per lead.
(16:41):
Okay, obviously, listen, wehave some clients who are
getting $2 leads.
We have others who their leadsmight be costing $55, right, but
average range is between about$10 and $30 per lead.
On the call me now side, thoselead costs are a little higher,
typically between like $50 and$100.
If you are running a socialcampaign, like a paid Facebook
(17:03):
and a paid Instagram campaign,we recommend starting with a
minimum ad budget of around $750per month.
If you're not willing to spendthat much, just kind of wait
until you are, because it'sreally not going to be worth it
to go into a campaign spendingsignificantly less than that.
As a general rule, if you'rethinking about Google or
LinkedIn, you're going to wantto be able to spend a bit more.
(17:27):
With Google, we recommendprobably come in with a budget
of like $2,000 a month.
It takes more money to createmore impressions, to get more
clicks, to get more leads.
So it's just kind of amathematical formula, one of the
reasons why we love running adson paid social is those costs
per leads are often pretty low.
Also, it really allows you to bepicky about who you get your
(17:50):
ads in front of.
It's harder, a few of youmentioned you really are focused
on getting better qualityclients.
It's harder to be targeted onGoogle because you don't get to
be quite as picky about who youput your ads in front of.
Versus Facebook, instagram, youcan be a lot more picky.
So hopefully that addressesthat question.
If you've got more questions,drop them in the chat.
(18:14):
That brings us to fourth andfinal step.
Okay, so let's recap.
Step one is get clear on whoyour ideal clients are.
Step two create content thatattracts them.
Step three create ads that putyour content in front of your
ideal clients and that generatesleads.
(18:35):
Step four is now.
A certain percentage of yourleads are probably going to call
you right away and convertquickly, right.
It's going to usually be a verysmall percentage.
Trust me, I wish that wasn'tthe case, but the reality is,
most of the time, your leads aregoing to take some time and
some nurture, and that's okay.
But the thing is you want tohave a system built so that
(18:58):
those leads are being nurturedautomatically, because you and
your staff are not going to beable to keep up with it, right,
because you're going to be incourt or because you're going to
have 30 other things that allsound better than following up
with your leads.
Okay, I get it.
I feel that way myself.
Completely get it.
So you want to have systems tonurture these leads.
(19:19):
A few ways we go about this.
One I told you about aretargeting pixel.
You want to have theretargeting pixel on your
website so that when someonehits your website and then three
days later they log intoFacebook, they see your ad.
Okay, creates multiple touchpoints.
That's what it takes to getpeople sort of across the finish
line to actually call you oractually book your consultation.
(19:43):
It usually takes a few touchpoints.
Two is a drip campaign.
I showed you that a few minutesago.
This is a campaign we build inMailChimp or in HubSpot or
Lawmatics.
Most CRMs allow you to do this.
The bottom line is you need tosend more than one email.
You need to email themfrequently, especially right
after they just downloaded yourlead magnet.
(20:04):
You want to hit them a fewtimes because you never know
what's the right moment.
Okay, so you need to hit them afew times.
And then three is a monthlynewsletter.
We highly recommend this toevery single law firm.
I firmly believe every singlelaw firm needs to have a
newsletter that goes out once amonth at least.
(20:24):
Give me a yes in the chat ifyou've got a monthly newsletter
and give me a no if you don't.
Just curious, matt, yes,awesome, I really believe.
Gary, alfonso, neither of youdo yet.
That's OK tools for a small lawfirm because it keeps you in
(20:48):
front of your whole database atonce.
We have some clients that havethousands of names on their
email list past clients,referral sources, colleagues and
every time we send out anewsletter it goes to all of
those people and, predictably,it creates referral
opportunities and it's a greatway to keep your past clients
engaged.
(21:08):
It's just easy Once you figureout a system.
Again, this is something myteam can do for you if you want
us to, but either way, whetheryou do it yourself or whatever,
once you build a system, this isone of the highest ROI
campaigns you'll ever have,because it keeps you in front of
everybody on your list at leastonce a month.
(21:28):
I believe it or not.
Not am an advocate forsometimes sending more than once
a month, but that's a battle wecan fight another day.
There are very successfulmarketers and not just marketers
, but professional service firmsand others that send daily
emails, believe it or not, andit can work really well.
Bottom line you need to have anewsletter.
(21:49):
In that newsletter you're goingto want to include the blogs we
talked about, some links toyour video announcements, right?
Like what's happening in yourfirm.
You know what should yourclientele be aware of, right?
You use your newsletter tocommunicate stuff like that.
I'll put a quick visual up here.
I kind of already talkedthrough this, that I'll put a
(22:10):
quick visual up here.
I kind of already talkedthrough this.
Bottom line is you want yournewsletter to be clean and
simple to read.
Many people aren't going toread every single word, so you
want them to be able to skim itand see your face, see your name
, just kind of be reminded ofwhat you do.
And you want this to beformatted well for mobile.
I haven't seen the very latestdata, but a majority of emails
(22:33):
are opened on a mobile phone, soyou want to use a mobile
responsive format.
Again, we usually use MailChimp, sometimes HubSpot, sometimes
Lomatics, makes it fairly simpleto make it mobile friendly.
Bottom line it needs to bemobile friendly.
You do not want to just createa PDF and attach it to an email
that you send to your whole listand BCC everybody, right?
That does not work very well onmobile, okay, so that's the
(22:57):
newsletter, right?
Super important because,remember, step four here is
nurturing these leads.
Sometimes they're going toconvert within a day, sometimes
it's going to take a week, itmight take a month, it might
take a quarter.
Sometimes it's going to take aweek, it might take a month, it
might take a quarter, sometimesit might take a year.
Right, but the bottom line is,as long as you're continually
nurturing those leads, when thetime is right, you're in
position to get their business.
(23:18):
Okay.
Questions about lead nurtureOkay, several of you kind of
responded.
Most of you, it looks like, arenot actively running an email
newsletter.
Again, I can't recommend ithighly enough.
Of course, I would love if youhad a conversation with our team
and we can tell you kind of howwe go about this.
But listen, whether you engageus to do it or not, super, super
(23:42):
important.
I highly encourage you to setup an email newsletter.
Okay, so we got just a fewminutes left here.
Drop a one in the chat, if thismakes sense.
If you kind of understand theflow here, remember step one
identify your ideal clients.
Two create content that isattractive to them.
(24:04):
Three use ads to put it infront of them.
And then four as the leads comein, nurture them All.
Use ads to put it in front ofthem.
And then four as the leads comein, nurture them All.
Right, you guys are with me?
Cool, I do not want the hourthat we spent together to be
information that went in kind ofone ear and out the other.
Right Like information actuallydoesn't do anything if you
(24:25):
can't take action on it.
Right.
Information actually doesn't doanything if you can't take
action on it right.
So I want you to walk away fromthis with an action plan.
Okay, several ways to get thisdone.
You can do it yourself as anattorney.
This isn't how I want you tospend your time.
The learning curve is prettyhigh, but theoretically you can
do it yourself.
Two is you can absolutely go toI'll drop it in the chat places
(24:49):
like upworkcom and you can hirefreelancers to sort of
piecemeal this.
You can find somebody to writeblogs for you.
You could find somebody to runan ad campaign for you.
You can often find low costcontractors.
I'm not the biggest fan ofgoing this route, but it's
certainly an option and ifyou're willing to sort of spend
the time and provide thefeedback, you can get this stuff
(25:13):
done using contractors.
Three is for those of you thathave an internal marketing team.
Parts of this can certainly bedone by them.
You want to be clear on whattheir capabilities are, for
example, when we get intoretargeting and some of the
advanced ad targeting.
That's not in everybody's skillset, so you just want to kind
(25:33):
of understand does your teamhave the capabilities?
And then, number four my teamoffers these services,
everything that we just talkedabout today.
We have a done-for-youmarketing program and we would
be happy to have a conversationabout what that looks like for
your front.
We'll do this again next month.
(25:54):
I got several requests, by theway, that we theme our next
webinar around AI platforms andhow to get found on chat GPT,
because clients are now, insteadof going to Google and
searching for a divorce attorney, they're going to chat GPT and
they're asking um, who's thebest family law attorney near me
.
So that's probably going to beour topic next month, um, but,
(26:17):
uh, but we'll be in touch, we'lllet you know.
Thanks for being here, thanksAldo, thanks Alfonso.
Um, you guys have a great dayand we will talk.
Uh, talk.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com