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Robyn Sechler joins us to discuss how she created a value-add product for estate planning and elder law clients. Our conversation touches on the importance of how recording and tracking memories can benefit you and your clients. Through her touching story, we learn how Robyn came about this impactful idea. What are your family's values? Are they heirlooms?  Whenever a family member passes away, some valuables must be distributed amongst the bereaved. By implementing Robyn's system, there is no more argument about grandma's pictures, but dialogue as to who gets what from grandma herself. Robyn organizationally digitizes memories that way, everyone in the family can experience the past times of being with a loved one by helping families to secure, store, share, and organize family photos.  What You Will Learn in This Episode How the digital age can help your estate planning  Marketing strategies for the value you can provide your clients Ways to create value in your practice that help clients How to turn your client's stories into memories How to add annual maintenance programs to your law firm or business Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/ About Our Guest Robyn Sechler is a loving wife and mother of three. Twelve years after her father had passed, she found a recording of their conversation. It changed her life forever. Robyn dedicates her life to helping families secure, store, share, and organize family photos. Robin’s website https://securingmemories.com/ Securing Memories Facebook https://www.facebook.com/SecuringMemoriesToday/ Securing Memories LinkedIn https://www.linkedin.com/in/securing-memories-1423921b8/ Tim Sechler’s Law Firm https://www.sechlerlawfirm.com/

How do you balance making money with doing the things that make the money? This is the big question we are exploring in this episode. Nicole Wipp is a successful estate planning attorney who spends her time between Michigan and Hawaii. She is also a business coach with an entrepreneurial spirit. Nicole is here to share how she and her team created a foolproof process for submitting a successful nursing home Medicaid application. This product is specifically for elder law attorneys or estate planning attorneys that want to incorporate elder law services. Nicole recognized the need for this product because the application process is fraught with fear for attorneys because there’s potential for doing something wrong and causing irreparable harm to the client. This is not Nicole's first rodeo when it comes to launching a product. She has learned that the more competent you are, the more you typically struggle with execution to launch the product because you're second-guessing yourself. The only thing stopping you is you because you think you need to know more or do more. Stop second-guessing yourself and get out of your way. Start small and build from there. What You Will Learn in this Episode How to productize your knowledge Why process is such an integral part of success How to build your marketing message from conversations with your ideal customer avatar How to move from an idea to execution of the idea How to create accountability through establishing processes We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.nicolewipp.com/ https://www.miestatelawyer.com/ https://www.linkedin.com/in/nicolewipp/ https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

The phone will make you rich. You have thousands of dollars, just sitting and waiting for you in your database. We recently found a potential $364,000 just sitting in a client's database. In this episode, we are teaching you how and why you need to be using your database to boost your marketing. Keep it super simple and start with your existing database. What kind of state is your database in? The first step is filling in the missing information. The next step is to figure out who hired you and who didn’t. There are people in your database that still need you. Your database is full of low hanging fruit. These are the people that already know you. You need to pick up the phone and call them. This isn't cold calling.  You already have a relationship with them. They want to hear from you. If you only focus on one marketing strategy, focus on your database.  Empower your client services coordinator to clean up your database, pick up the phone, and call the people in your database. You have the potential to find thousands of dollars in business just waiting for you. Join our private Facebook Legal Marketing FLOW Facebook group to get access to the training we've done on our Client Connect Campaign. We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

How do you know if your marketing is effective? Where do you start? Marketing can be tricky. Which KPIs and metrics should be anchored to your marketing initiatives. Start by creating a marketing plan. It doesn't have to be fancy. You can keep it simple to start by listing each marketing initiative as a line item on a spreadsheet. The first number you need to focus on is your conversion rate. Did you convert a prospect into a paying client? This will help you know how many leads you need to hit your goals based on your conversion rates. The second number to focus on is the number of leads you need. Based on your conversion rate, how many leads do you need to hit your goals? Consider doing an online survey. Surveys are inexpensive and an effective way to communicate with prospects and clients. Learn how they found you and how they feel about your service and their experience with you. And finally, join the Legal Marketing FLOW Facebook group to get your marketing questions answered. What You Will Learn in this Episode The number that is the foundation of your marketing plan Which marketing metrics matter Where to start looking for basic marketing analytics How to start tracking marketing initiatives Why you need to join the private Legal Marketing Flow Facebook group We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

We’re diving into how to effectively use the 3-part framework of Hook, Story, and Offer as the core of your marketing strategy. 2020 is not done. Now is the time for you to end the year strong and set up the framework to get your model perfected. Create a message that you can expand depending on where you are using it. Marketing is all about sending your message out to the world. Your message needs to be woven into the fabric of every client touchpoint - website, funnels, webinars, workshops, and client services. Pay attention to the stories you are hearing from clients in the conference room. Have you created your Hook, Story, and Offer?   The Hook-Story-Offer Framework Create a bold hook that grabs attention Anchor your messaging in stories about what it will cost your prospects if they fail to take action right now. Communicate a clear and concise offer   What You Will Learn in this Episode What makes an attention-grabbing hook How to craft a story that resonates with ideal prospects What types of personal stories to share How to communicate a clear and concise offer How to repurpose the stories you are hearing in your conference room   Links and Resources Expert Secrets by Russell Brunson https://www.amazon.com/Expert-Secrets-Underground-Playbook-Creating/dp/1683504585 The Membership Economy by Robbie Kellman Baxter https://www.amazon.com/Membership-Economy-Forever-Transaction-Recurring/dp/0071839321/ref=sr_1_2?dchild=1&keywords=the+membership+economy&qid=1603811865&s=books&sr=1-2 https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Many of us suffer from uncertainty fatigue as we try to navigate the stress, anxiety, and uncertainty of the pandemic, election, and our businesses. You are always operating in uncertainty, regardless of your area of law practice. It's just the nature of being in business. Start looking for the good and the things that you can control. Stop anchoring in certainty, absolutes, and structure. Anchor yourself in the uncertainty. Your business will always be changing. You’ve weathered uncertainty before in your business. Stop focusing on the uncertainty and start looking for the good and the things that you can control. Become the “uncertainty strategist” for your team and your clients. Get your team together and write down everything that you all feel uncertain about so you can name it. Next, write down all of the things that make your clients feel uncertain. Be mindful of the energy that you are bringing into your team. It's time to step up and be an out front and upfront leader. It's time for you to rise above and show up for your clients, your team, and yourself. What You Will Learn in this Episode An exercise for shifting the mindset of your team How to anchor yourself and your team in uncertainty Ways to lessen your distractions The behaviors you need to STOP now Links and Resources Hiring & Empowering Solutions on Facebook www.hiringandempowering.com https://www.linkedin.com/in/molly-hall

It's time to shift your mindset from focusing on your hourly billing to concentrating on the value you provide. "What would be the cost if you do not take action?" is the question you should be asking potential clients. Use this as the foundation of your fee schedule. Charging based on results requires you to have faith in your team, the value you provide, and your processes. It also requires that you go into sales meetings confidently and unattached to the outcome. Pay attention and take stock as we're closing out 2020. Take a hard look at your fee schedules. Are they based on the actual value that you provide? What You Will Learn in this Episode The questions you should be asking to determine your value How to develop the mindset needed to charge higher fees Why you have to set boundaries and maintain them How overwhelm undermines your pricing Why you have to stop looking at what your competition is charging   Links and Resources Think and Grow Rich by Napoleon Hill https://www.amazon.com/Think-Grow-Rich-Landmark-Bestseller/dp/1585424331/ref=sr_1_3?crid=1BLB3H0NJXTHK&dchild=1&keywords=think+and+grow+rich&qid=1603820090&sprefix=think+and+grow%2Caps%2C213&sr=8-3 https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

You’ve made the sale with your client. Now it’s time for the follow-up. Do you follow up with a sales marketing pitch or do you follow up with advocacy?  People say to me, “Clients are not waiting by the phone for my service.” They are. Following up with your client can improve your overall client engagement by an average of 86%. Stop hiding behind your technology. Make that phone call a good experience for your client. When you’re approachable and genuinely demonstrate that you care about your clients, yours will be the name that gets referred to friends and family. Learn how to help your client coordinator structure their sales follow up approach. In the beginning, it’s trial and error. It’s a detailed process, but once you are through the mud and the muck, you learn which questions to ask and what action is the most effective.  What You Will Learn in This Episode How to create an exceptional experience when you do client follow up How shifting from sales to an advocacy approach builds trust with your clients and employees  Comprehensive strategic methods to train your client service coordinator Why following up with your clients by phone is more personable than an email The necessary  steps to provide educational tools for clients to understand how to work platforms like Zoom and Google Docs We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Stop Going Out to the COLD World. Start Going to the Warm World for PNCs How much money do you pay in leads and traffic for your blog or website?  Today we’re talking about shifting from the cold world of paying for leads and traffic to looking at the warm world. What clients are already in your database? Who has already hired you? They are waiting for that reconnection. In this episode, we’re exploring how to create a warm reconnection with your clients by utilizing the data you already have so you can stop spending money chasing new leads.  What subject line do you have on your blogs? Is it written like a professional or someone who is interested in finding a solution for your clients?  In this personal service industry, when you're selling relationships, you're marketing safety and selling trust. If your blog's subject line is stiff and comes off as money-hungry, your clients pick up that you aren’t coming from a genuine place. By designing a warm database, you create value and continue to develop worth for the people who are already willing to do business with you. They're just waiting for you to tell them how to take the next step. Together we will do that math, find your nurturing approach for existing clients, and build your business from the inside out.  What You Will Learn in This Episode How to nurture your relationship with existing clients  Why it is essential to create value with clients in your database How to distinguish yourself from other legal service providers How what you are sending to clients is impacting your relationship with them How to stop spending money on paid traffic We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

How much money should you be spending on your Facebook ads to get the conversions that you need? In this episode, we compare two different approaches to ad budgeting based on the conversations you want to create. We're looking at budgeting for an event like a seminar or webinar versus budgeting for conversion to book a direct consult. Typically, in the legal arena, the cost per click is higher because your client's lifetime value is much higher. This is why you need to be clear on the outcome you want when budgeting for Facebook ads. Determine the number of people you want at your event, or the number of consults you want booked, and worked backward from that. Keep in mind that booking straight to consult is tough. Those ads are typically more effective when served to a warm audience that already knows, likes, and trusts you. They’ve seen the value that you create. Which Facebook ad strategy is right for you? We're here to help you create your budget and map out a Facebook ad strategy to get results. We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

How do you keep your law firm relevant during a pandemic? Attorney, Russell Knight, shares how creating Bonkers Content has helped keep his practice relevant this year. We discuss how to keep the content coming and keep it relevant during a pandemic. His advice: be specific, understand Google, and take the time to create content every week. How can writing about your local laws drive traffic to your blog? Russell shares his formula for taking a local law, breaking it down, and explaining how it impacts his audience. Writing about local laws will help you learn the minutiae while deepening your understanding.  We also discuss how knowing specific Google features can help generate traffic to your blog. There is more to it than stuffing content with keywords. Listen in to learn how Google features can help generate blog traffic. What You Will Learn in This Episode The importance of consistent content creation How to use Google to your advantage Why writing content geared specifically to your audience matters How to ditch the jargon and write for your audience How to use content to build trust with a potential client We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/ About Russel Knight Russell Knight is the owner of the law offices of Russell Knight, and he specializes in family law in both Naples, Florida, and Chicago. He was born in Canada, and he moved to the United States in 1991. Russell graduated in 2000 with a BS in business, computer systems and worked for a Fortune 50 company. He then decided that he wanted to work with people rather than machines. Connect with Russell Knight https://www.linkedin.com/in/russell-knight-55b55a5/ https://divorceattorneynaplesfl.com/ https://rdklegal.com/

What value are you really providing to your clients? You're missing the mark in your message if you're focusing on the features and the benefits and the legal services that you provide, rather than the human stuff. Your messaging needs to connect, communicate, and engage with clients by starting with your presence. Begin by shifting from the "Problem Solver" mindset to one of "Counselor." Provide a space that allows clients to get radically honest about what has to change for them. You are creating “Peace of Mind” for clients when you can identify problems and help people move through them. Your value is increased when you know what role you play in leading your client down the path to Peace of Mind. Clients don't hire you because they think you're the best attorney. Listen to this episode to find out why they are really hiring you. It's not what you think it is. What You Will Learn in this Episode What clients are actually buying How to determine the value zone of your legal practice How to shift out of the “Problem Solver” mindset to the “Counselor” mindset Ways to create emotional messaging that communicates your value Why you need the right balance of stories and data We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Are you having trouble with your business’s social and digital marketing? Are you not getting the traffic you initially wanted with your law firm’s page? In this episode, Roslyn guides you with four important ways that will help your law firm be able to retarget the traffic you desire. She also touches down on how you can connect with your audience through education. She explains what it is to educate to motivate and how doing so can be an effective tool for making that connection with your audience. It will also help direct you, and your firm, to retarget that social media engagement. Roslyn unfolds the analytics behind posting a graphic and why that can be the most beneficial. When you post text, what type of data should you be receiving back in order to enhance your social strategy? By the end of this episode, you will learn how to gather significant data, and in return, help get you and your law firm get back on the social media map. What You Will Learn in This Episode How to start a social campaign Four ways of re-targeting traffic The importance of posting a video on your page versus text Knowing when your audience is online Why building trust with your audience is significant on social media! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

This legal marketing stuff is freaking hard. We are sharing five steps you can take to remove the overwhelm associated with marketing your law practice. There's no magic bullet. The closest you will get to a magic bullet is a system with processes, deadlines, and accountability.  We are sharing five steps you can take to remove the overwhelm associated with marketing your law practice. When you bring your marketing ghosts and wounds from failed attempts to produce marketing results, you're bound to get the same lackluster results. Let's start with your mindset. When you say that something is hard, you mean it affects you in a way that is likely to cause damage or suffering. You've got to change your thinking to produce better outcomes. Feel the negative feelings. Identify them. Name them. Then figure out which part of the process is making it hard to move forward. When you start to take action toward solving a problem, your mindset begins to change. Start with the steps that feel easy, quick, and light so that you are taking action. What You Will Learn in this Episode How to de-energize the problems in your marketing 5 steps to get your marketing process moving How to show up in the world Why you need an accountability team How to approach your marketing challenges with curiosity We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

What are Facebook Pixels and how can you use them to market your law firm? Learn how to use them to optimize your Facebook campaigns, create your audience, target your audience, and track your data. If you’re using Facebook pixels (even if you’re not yet) you need to listen to this episode because we’re covering the basics of how you can use them most effectively. And if you’re running Facebook ads, but not using pixels, you’re throwing mud at the wall and money down the drain. A Facebook pixel is a data compiling machine. When you run an ad on Facebook, you send traffic off of Facebook to a landing page. In order to track what happens when the user leaves Facebook, you need to have the pixel installed on your landing page. Do you know what your audience is doing when they leave Facebook? What You Will Learn in this Episode What is a Facebook Pixel How can you use it to create your audience What happens when a user goes to your landing page Why you need to ask your marketing agency to show you pixel data Where to install our Facebook pixel How using pixels gets Facebook to work harder to get the right audience for your ads We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Vanity metrics measure many things, but they're most valuable when used to test and improve how your target audience is reacting to your content on different channels. Using vanity metrics to measure the performance of content campaigns on social media is probably one of the simplest things to do. What's tricky is that they're often ambiguous when it comes to ROI. Here is a list of common vanity metrics: Impressions Likes Shares Comments Followers E-mail open rates Video Views Traffic time on site Bounce Rates Your metrics might look great on paper, but if you don’t take it a step further, they mean nothing. Traffic metrics only tell you half the story. There is no point in counting traffic unless it's paired against your objective. So you need to make sure that you're clear on the outcome you want to achieve. The goal of your content should be to get someone further along in their journey with you. What is the next logical step? A good open rate is one thing, but higher click through and conversion rates are the ideal objectives. If you use vanity metrics for anything, use them to improve the content on your channel and your marketing campaigns over time. Always have a goal attached to them. What You Will Learn in this Episode What are vanity metrics What you can learn from your vanity metrics How to get your audience to take the next step Why more traffic doesn’t necessarily mean more conversion We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Your law firm needs to be more visible than ever, but how do you market and communicate with clients and prospects in today's climate without looking insensitive or out of touch? We're teaching you how in this episode. The world isn't going back to "the way things were." You've got to be intentional and have a plan for how you're going to communicate with clients and reach new prospects. People need to know about your legal services and the value you create. They are online to do their research. If you're not showing up, you can bet your competitor is. Now is your opportunity to help your audience by educating them with niche-specific content that is discerning and decisive. You can show up online and in your community without using a call to action. Be present. People will remember when you show up to serve. What You Will Learn in this Episode What kind of content to share with your audience right now How to adapt your messaging When to take a pause and re-evaluate your message Why you must continue to communicate using multiple channels Ways to show up and serve your audience We are teaching every single Wednesday in our private Legal Marketing FLOW Facebook group. Join us! Links and Resources https://www.legalmarketingflow.com/ https://www.facebook.com/LegalMarketingFlow https://www.linkedin.com/in/roslyndrotar/ https://www.linkedin.com/in/molly-hall/

Welcome to the Legal Marketing FLOW podcast, where you will learn how to Formulate, Leverage, and Optimize your marketing efforts for Widespead Impact. Get to know your hosts Molly McGrath and Roslyn Drotar-Cassidy in this episode.   Connect: legalmarketingflow.com