Integrity Marketing

Measuring Your Marketing Performance

Posted by Roslyn Drotar, Client Relations / Strategic Planning
INTEGRITY MARKETING SOLUTIONS

Let's face it, measuring the ROI of your marketing efforts is difficult. In fact, it's so difficult that most of the time we can't quantify it, so it's the first thing we consider cutting back on when we look at the budget and all the dollars we've dumped into it. There isn't anyone in marketing that doesn't wish there was some scientific formula we could hand out to help defent that.

You simply cannot look at marketing as a "cost." It must be looked at, and more importantly thought of as an INVESTMENT. It's an investment in you and all that you do, and the services you provide, and getting that message in front of people. Then suddenly there is a shift in the thought process. According to Bloomberg Business Week more companies are cutting costs in every corner they can, except marketing. According to the article "Making Marketing Measure Up" "...companies are increasingly shifting their dollars from TV and print ads [and investing in] the Net..." Hands down more people are online surfing the internet, and playing with social media than ever before.

The best part about this is we can track and measure this with cold hard data. We can measure how many hits you've gotten per month, how many people have interacted with your blog, how many indexed pages you have, what your Google rank is. In fact, we provide a comprehensive monthly Marketing Performance Report to our Essential Solutions clients that includes five key components:

1. Executive Summary and Recommendations;

2. Detail Summary of Your Website, Blog, E-newsletter and Newsletter Activity;

3. Search Engine Optimization / Web Rank Report;

4. Google Analytics Report of Website Traffic; and

5. Google Analytics Report of Blog Traffic.

And that's showing you where the rubber meets the road!

It's always been difficult for marketing to give insight as to why someone buys something. What it all comes down to is whether or not they like it. But we don't always know why they like it? It's the human factor. But I do know that if your life most of the estate planning attorneys that I have had the pleasure of getting to know, you truly care about your clients and their families. So be yourself and just show what you know in your online presence and through your newsletters (yes, your going to really needs those to contact us!). Be consistent with your efforts and commit to your marketing plan. If you do, you WILL get results (and we can quantify them)!

Estate Planning Marketing: Online Marketing Goals

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

So, you have a website for your estate planning and/or elder law practice. Perhaps your law firm business card, letterhead and printed materials even contain the website address. Congratulations. You obviously appreciate the essential, inescapable fact that you must be “online” for your practice to survive, especially in these challenging times. Nevertheless, you have been underwhelmed by your online marketing efforts.

Well, I have a question for you: What are your online marketing goals?

While you ponder your answer, do you mind if I share mine? I believe they are quite simple. I have but three (3). While simple and brief, the results of doggedly pursuing these goals have been profound.

It’s like 1-2-3.

1. FITS (“Fannies In The Seats”): The focus goal of my online marketing is to “keep a steady stream of pre-qualified, motivated prospective clients coming into my conference room and sitting in our nice, leather chairs.” I cannot help folks, if I never meet them. Period.
2. Visibility: So, Kyle, what’s your “Google Ranking?” Good question. Try this: “Google” Estate Planning Attorney Overland Park Kansas. Bingo! My website is consistently on Google page 1 for that search. Note: It does not happen automatically. Like farming, it takes work. First, you have to prepare the soil (have a website with proper SEO), then plant your seeds (have rich, fresh content) and, finally, harvest the resulting crop (have multiple “calls to action”). Remember: The further from the top your website appears on Google, the less likely a prospective client will find you. Subconsciously, right or wrong, attorneys with websites landing on Google page 1 are regarded as “better” attorneys.
3. Differentiation: There is a lot of “noise” online. No, I am not just referring to the latest on youtube.com video from Lady GaGa. Attorney advertising has spilled over from the Yellow Pages onto World Wide Web. So, how do you differentiate yourself? Remember these “Three P’s”: Personality, Process and Problems.
   
   1. Personality: Everything about your website, from the moment it opens, needs to say “this attorney seems like someone I might like and trust.” If a picture is “worth a thousand words,” then a video is worth the Library of Congress. If I did not have video of myself throughout www.kylekrull.com, then I would not enjoy the many fruits of consistently reaching my “focus goal.” Through rich, professionally produced video, prospective clients see and hear you. They don’t care if you bear absolutely no resemblance to Brad Pitt. But they can see and hear for themselves that you are a regular guy or gal (and probably a warm, caring attorney, too). Don’t forget to showcase third-party ratings from www.martindale.com and www.avvo.com on your website to confirm your competency. Showcase your social media links on the website, too, to include your blog, Twitter, Facebook, and LinkedIn. As your prospective clients continue their attorney “search, compare and select” process online, you want to give them as many online avenues to keep bringing them around to you… through all the noise.
   2. Process: Face it. Most folks would rather do “_______________” than meet with an attorney to discuss the tough issues of morbidity and mortality, especially when it is their own morbidity and mortality. At least take some the mystery out of the “process” by providing your written “protocol” on your website. While you are at it, provide your initial confidential questionnaires online for them to download, complete and return to you before that first meeting. In short, taking the time to let folks “know what to expect” will differentiate you from other attorneys. Don’t believe me? Visit the websites of your local peers.
   3. Problems: Are you trying to attract other estate planning and/or elder law attorneys to your website, or pre-qualified, motivated prospective clients? Is the purpose of your content “legal education” or “motivation to take action”? This is another area in which you clearly can differentiate yourself in the marketplace. Since I want to meet my “focus goal,” all of my content is written with the end reader in mind. Who is that “end reader”? It is Mr. and Mrs. Jones who want to make (or update) their Will and Trust, so they can protect everyone they love and everything they have. Accordingly, the content is going to highlight the many problems that can result from a failure to make appropriate legal arrangements. In other words, I am not writing for publication in the National Law Journal, at least not in my online marketing communications.

Teaching Point: If you are serious about your online marketing, then be sure to set specific goals. The ESSENTIAL Solution® is a comprehensive marketing system, tested and proven effective in my own law practice. Let us know if we can help you have an ever more profitable and enjoyable estate planning and/or elder law practice.

A Tale of Two Companies

Posted by Jennifer Campbell Goddard, CEO
INTEGRITY MARKETING SOLUTIONS

If you own a business, chances are October 2008 is a month you will not soon forget. It didn't matter if you were a good business person or not, October 2008 hit everyone like a ton of bricks. When we are all old and gray and sitting in our rocking chairs, we'll be telling our grandchildren (or great grandchildren) about those difficult times and the days that followed.

I think the real results, however, are just now starting to surface. By "real results," I mean the test results -- who passed the test of their business mettle, and who failed? It wasn't a question of whether The Great Recession hit your business or not, but rather, how did you respond? Because it's your response to challenge that determines your success, more than any single other factor.

Let's look at two of the companies I've been following since 2008, and see how their responses determined their outcome. We will call company one Digital Technology and company two Steel Fabrication.

Digital Technology would appear to have the competitive edge over Steel Fabrication, wouldn't you agree? Steel Fabrication is stuck in a capital-intensive, labor-intensive, mature market. Digital Technology ought to have the advantage of ... well ... technology! They ought to be nimble, efficient and profitable. But -- Digital Technology is a big corporation with bureaucratic bloat and Steel Fabrication is a third-generation family business. Hmmm ... let's see what happened!

Digital Technology responded to the economic downturn of 2008 by implementing the following cost-cutting measures in 2009:

1. Eliminate the entire marketing department
2. Eliminate attendance at all trade-association conferences
3. Eliminate all association memberships
4. Reduce human sales force (and focus on Google)
5. Slash all travel budgets, keeping sales force "on the phone" and reducing "windshield time"

At the same time, they chose to renew leases on high-rent office space in New York City, Washington, DC and London, because these prestigious addresses were seen as assets rather than liabilities.

Here is how Steel Fabrication responded:

1. Resolved to keep every person employed if at all possible
2. Slash owner's salary to bare minimum
3. Reorganize debt to maintain positive cash flow
4. Keep the CEO in the air -- via the corporation's twin-engine self-piloted plane -- touching base with key customers, bidding new jobs and closing deals
5. Leverage three generations of engineering prowess to provide solutions others simply could not envision

In addition to the failing economy, Steel Fabrication suffered yet another body-blow  -- the sudden illness and death of their elder owner within a span of eight weeks. The company lost decades of wisdom, experience and relationships. Facing an economic crisis, his son also had to cope with deep personal grief at the loss of his beloved father, and added responsibility of caring for his suddenly-widowed mother.

One would think the deck was stacked against Steel Fabrication. And maybe it was.

But today -- Digital Technology's sales are down. In fact, they have slipped so far that the company is considering selling out. They may have waited too long, though. You see, they cut the very things that could have made their company strong. What did they THINK would happen when they eliminated their marketing department, dropped out of trade associations, and stopped meeting with people face-to-face? I'll tell you what they thought. They thought GOOGLE would save them! They thought they could sit in their expensive offices on Park Avenue and sell their wares online. They were wrong. They destroyed their own company, and are now hoping someone else will take it off their hands before it loses any more money.

Steel Fabrication? They kept all of their employees. They sadly buried their elder owner. His son is still flying about the midwest, still closing deals and solving problems that leave others scratching their heads, still caring for his firecracker-of-a-mother! He says they are starting to come out of it -- starting to come out of two of the worst years he has ever seen in his 30-some years of business. He is glad he stuck with his older twin-engine airplane ... it gets the job done, gets him out to meet and greet and wheel and deal and still make it home for dinner (which, by the way, is one of his top priorities!). He wishes he had something bigger, faster, newer ... but overall, he says, it's a good life.

And a job well done, I might add.

Steel Fabrication's story could have had a much different ending. There were plenty of reasons for this company to fail, for the owners and employees to all become victims. And who would blame them?

If you are an estate planning attorney in your own practice, you are a business owner. You can choose to adopt a victim mentality -- say the economy is bad, Congress has so confused the issue of estate taxes that no one is planning any more, that marketing is a burdensome expense. And who would blame you? You have every perfect excuse to fail.

Or you can rise to the challenges you face. Be smart. Be efficient. Invest wisely. Make personal sacrifices if necessary. Leverage technology, leverage your knowledge and experience. And above all, keep marketing. Keep building relationships, keep meeting people face-to-face. You will find that, overall, it's a good life!

What You're Missing Out On By Not Moving Forward.

Posted by Roslyn Drotar
Client Relations / Strategic Planning, Integrity Marketing Solutions

We have a client with over 1,500 visits to their website last month! And guess what? It wasn’t Kyle Krull (with his measly 1,400)! Look out Kyle!

Now that’s exposure to more people that you could pack into a room at a workshop or seminar. And that’s in one month! So ask yourself what are you missing out on by not have a website? What are you missing out on by not blogging consistently or sending out enough e-newletters? Those are some big numbers, so you’re missing out on a lot.

In these tough economic times you need to be present more than ever. Tooting your own horn and showing your referral sources and perspective clients what you know, what you do and how you help them. And that right there is THE most important thing you can do right now. Show them through your online marketing what you do for them and their families. That’s the product you are selling. While your competitors are sitting back saving and cutting their marketing budget, take advantage of them being passive and you take this time to build up your relationships.

Let people know that you realize everyone is hurting but you’re going to save them costs in excess of the fees you charge. You’re going to save them the cost of losing their assets, the cost of going through a probate and most importantly you’re going to save them their family legacy! You can save those estate taxes, their home and give the guardian of their children direction. Let them know that you understand their needs. You’re going to help them through these tough times by giving them a safety net.

But you need to let as many people know this as you can to leverage your costs. Get that message out to 1,500 people in one month, and let us help you with that! You’re checking in with 1,500 people a month to say “How You Doing?” and “We’re Here to Help.” It’s important that you don’t spend the time you could be billing, the time you could be having a face to face meeting with a referral source, or an initial consultation, hosting a workshop. Let us provide you with the turn key services that you need to support those marketing efforts with our Essentials®. You spend your time focused on your top referral sources, and your top clients, and then they’ll remember you when they need you!

These tough times won't last forever so set yourself up now for the turn around. Get your marketing ramped up and ready to go! When this recession turns around you will have a competitive advantage. It sure is a powerful way for you to stand out! I've said it time and time again, it's important more than ever before to be connected. Let us help you stay connected with your referral sources, clients and perspective new business. We can be one of your most powerful touch points, and help you stand out from the rest. Then you take it from there to help them with their needs and build your business.

Do You Know AVVO?

Posted by Kyle E. Krull, Esq.
President, Integrity Marketing Solutions

If no, likely AVVO knows you, along with 70,000 other attorneys nationwide. Run this Google search: “Your last name, your primary state of admission to practice, and AVVO.” If the search reveals a link to www.avvo.com with your name in the link, then AVVO knows you. It would be a smart marketing move for you to reciprocate.

Prospective clients and referral sources are turning to the internet to find, compare and select their estate planning attorney. Martindale-Hubbell remains the gold standard for b2b (i.e., attorney to attorney referrals) through www.martindale.com and for prospective clients and referral sources through www.lawyers.com. However, the new vetting resource in the mix is www.avvo.com. While Martindale-Hubbell administers the peer rating system (i.e., AV, BV and CV), AVVO has a proprietary algorithm that assigns a numerical rating, with 10.0 as the highest score.

Legal Business Development Advisor Larry Bodine wrote an excellent blog titled “Love it or hate it – Avvo.com is a force to be reckoned with in Law Firm Marketing”:

http://blog.larrybodine.com/2011/05/articles/marketing/love-it-or-hate-it-avvocom-is-a-force-to-be-reckoned-with-in-law-firm-marketing/

Within his blog post, Mr. Bodine provides an insightful webinar on the power of AVVO, as well as the ins-and-outs of maximizing its marketing power. While I commend it to your reading in full, here are a few highlights:

• AVVO has more consumer searches than Findlaw and is just behind Martindale-Hubbell (but AVVO provides more information than either).
• AVVO is free, but there is an AVVO Pro version that provides additional tracking, etc., for a monthly fee.
• Your “profile” on AVVO already exists, but you do need to “claim” it and “beef it up.”
• An AVVO profile with an attorney photo is 6x more likely to be clicked.

Bodine’s webinar also includes some key pointers to increase your odds of landing the coveted AVVO 10.0 “Superb” rating, to include:

• Having your own content-rich firm website and additional information about you elsewhere on the internet.
• Peer attorney “endorsements.
• Content is key… the more information you can add to your AVVO profile about you, your practice, experience, etc., the better.
• Third party recognition (e.g., an AV Martindale peer rating).

Teaching Point: AVVO is an important landing spot for prospective clients and referral sources. It is just one more tool for marketing your practice. And, since it is “free,” what are you waiting for?

 * AVVO is derived from the Italian word for attorney: avvocato.

Are You Doing All You Can To Market Your Practice?

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

It’s Monday. You and your staff are perusing the firm calendar for the next two weeks. One thing is painfully obvious to everyone – the pipeline is empty. In other words, your appointment calendar resembles a BINGO board, before the first letter-number combination is called. Not good.

Short of announcing layoffs of critical staff, what should you do? Seems like a perfect time to take a sober self-assessment of your marketing efforts. Since “the buck stops with you,” here’s the question: “Are you really doing ALL YOU CAN to market your practice?” Let’s examine six essential components of a comprehensive marketing system.

1. Website: Do you have a website that is optimized for search engines? Run a self-test on Google for “Estate Planning (or Elder Law) Attorney” for the city where your office is located. Okay, I’ll go first: Google “Estate Planning Attorney Overland Park Kansas.” Did I show up on page one? [While you are reviewing the Google search results, go ahead and click on the www.avvo.com and the www.lawyers.com links on the page. Note: With a strategically optimized website, you will have a strong presence across the internet when prospects are surfing in “search, compare and select” mode. Bottom line: You want to show up EVERYWHERE it matters.] Now, run the same search for your own office location. Did you show up on page one? If no, then that is a problem. Consciously (or subconsciously) prospective clients perceive that “page one attorneys” are better than “page two attorneys.” Right or wrong, their perception is their reality. It needs to be yours, too.
2. Newsletter: Are you sending your hardcopy newsletter to the homes of your top clients, centers of influence and referral sources? If no, then you are missing a golden opportunity. In this economy, you will no longer be competing with the volume of direct mail advertising as in the past. When you send a full-color newsletter every month without fail, you will establish and own top-of-mind awareness for these most critical relationships. The emphasis here is on “relationship.” You see, when the friends, family members and clients of these folks have an estate planning need, you will be the one to whom they will refer the work.
3. E-Newsletter: Are you consistently building your e-newsletter distribution list, ethically and consistently? Have you been automatically subscribing every new client? When you follow-up with their other professional advisors (i.e., accountant, financial advisor, insurance agent, physician, etc.) with client permission, are you offering them a complimentary subscription to stay informed? Don’t overlook everyone you meet at Chamber of Commerce gatherings, too. Everyone there is networking and marketing. Why not you?
4. Targeted Presentations: How many presentations have you given recently? Speaking of your local Chamber of Commerce, offer to provide an educational program on estate planning for business owners. Ours is titled “Business Owner Blues.” Visit your bank and have a cup of coffee with the coordinator for retiree activities. Offer to present an educational program focusing on the financial and legal concerns common to women. Ours is titled “Women, Money & The Law.” The opportunities are virtually unlimited, as every Rotary, Optimist, Sertoma, Lion’s and Kiwanis club is always looking for a guest speaker.
5. Blogging: Are you blogging? Are you blogging daily or, if not, at least consistently? Blogging can be the one thing you can do to distinguish yourself from other attorneys in your area. There is an old maxim: “Talkers are hawkers, but writers are experts.” Properly done (in close coordination with your website, Twitter feed and Facebook page), blogging can help you land – and stay – on the coveted page one of Google.
6. You: Without you, the five essential components of a comprehensive marketing system are for naught. You must be committed to working the system. Suppose you were a fisherman and not an attorney. Unless you take that fishing pole and bait (i.e., your comprehensive marketing system) out of the basement and out to the lake (i.e., the marketplace of prospective clients and referral sources), it will be very difficult for you to catch enough fish (i.e., clients) to stay in business. On the other hand, if you simply work the comprehensive marketing system, then you will keep your appointment calendar full and it will resemble a winning BINGO card. As has been attributed to Woody Allen, “80% of success is just showing up.” So, are you showing up? Are you really doing all you can to market your practice?

Teaching point: The ESSENTIAL Solution® is the comprehensive marketing system I use. In fact, I helped design, develop and test every component of The ESSENTIAL Solution® before offering it to my estate planning and elder law colleagues.

Video Helps You Dominate Google!

Yesterday Mike and I delivered a webinar on How Web Video Helps You Dominate The Search Engines (click HERE to watch the webinar on demand). 

We put the webinar together because we feel strongly that ALL of our Essential Solution® clients should have video on their website in some capacity. This is due to the overwhelming benefits and distinct advantages properly deployed video offers. If you don't have time to watch the webinar then I'll give you the "Cliff's Notes" here in this blog post.

Some General Statistics:
    1. People remember 10% of what they read - 20% of what they hear - 50% of what they read and hear!
    2. Web visitors are 7x's more likely to respond to video than text
    3. 70% of Internet Users Watch Video
    4. Video is 50x's more likely to land on Google Page 1 than Text Content
    5. Google Purchased YouTube in 2006 for $1.6 BILLION!

What those stats mean is that not only do LOTS of people watch video, they also respond to video much better than they do to text content! As an estate planning attorney you have a HUGE advantage in your market to dominate the search engines for a couple of reasons. First, Google LOVES to index properly optimized video content. Second, YOUR AN ESTATE PLANNING ATTORNEY!  You have very little competition in the marketplace right now when it comes to video

Lets take a look at some our Essential Solution® clients that are WINNING with Video and truly dominating their markets.

Walt Dallas: www.EstatePlanning123.com - welcome video on homepage
    1. Video On Business Succession Planning
    2. Income Tax Planning
    3. FREE Health Care Directive
    4. Message To Professional Advisors

Now, Walt has additional videos on his site besides these but you get the point. After watching Walt's videos what do you think? Do you feel like you know him better? Doesn't he seem trustworthy and approachable? This will have a tremendous impact on your visitor-to-client conversion rate.

Now, what about that Google stuff?

Please Google the following terms
    1. Flowood MS Estate Planning
    2. Flowood MS Health Care Directive
    3. Jackson MS Estate Planning
    4. Jackson MS Health Care Directive
    5. Flowood MS Business Succession
    6. Jackson MS Business Succession

Okay ... Okay ... you get the point. His videos are ALL on page 1 and driving new traffic to his website. Bonus! The traffic that come from the video links have gotten to see Walt in action, hear his voice, see his personality and trust him as THE expert in the field.

So, if your even considering adding video to your website give me a call. With the system you have in place adding properly deployed video will take you from ultra competitive to dominant almost instantly.

I look forward to talking with you soon!

James

Do Your Clients Know EVERYTHING You Do?

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

Have you ever had this happen to you?

You read about an estate planning client of yours in your local business journal. It seems she came up with a brilliant idea for a new business a year ago and it just went public. You call to congratulate her.

During the course of the conversation, you ask who helped her set up the business entity. “Oh, that was attorney John Doe,” she replies. Hmmmm. John Doe is a solo practitioner who office-shares with a few other chaps just around the corner from your office.

Out of curiosity, you query “Why didn’t you give me a call, as that is something I do, too?” Silence. “Really, I didn’t know you did anything other than estate planning and elder law,” is the answer. “Had I known, I would rather have had you do it,” she adds.

Epilogue: The featured business becomes the “next big thing” and John Doe wisely took shares of stock as compensation for the setup. Later, as you take a short lunch break at your desk, you peruse the local bar journal. As you get to the “Movers and Shakers” section (filled with the usual photos from “black tie” high-society events), you notice that John is recently retired, a beloved local philanthropist and a scratch golfer.

There is a lesson in this little vignette – your clients, prospects and referral sources need to know everything you do. Everything.

I am an estate planning attorney. However, more than a decade ago I began cultivating referral relationships with other attorneys and most of them are AV-rated in their respective practice areas. I call it my Referral Attorney Network and I operate as the senior partner of this “virtual” law firm. Accordingly, I maintain a list of practice areas for which I can provide referrals to my clients, prospects and referral sources.

For example, a good friend and colleague of mine is an estate litigator, as well as an expert in probate/trust administration. He also is 10 years my junior and is my law practice succession plan. As a result, I refer all of my estate litigation and probate/trust administration matters to him. [These are services I really do not like to do… and, fortunately, he does.] Note: I remain involved in the cases referred to varying degrees and even share in the fees with full disclosure to the clients. Sidebar: Shared fees can be a rather nice addition to your bottom line, especially if the referral is to a personal injury litigator and I assist with some of the case preparation and client communication. [Note: Be sure to comply with the strictest interpretation of the model rules governing fee sharing for any jurisdiction in which you are admitted.]

Regardless whether you are interested in creating your own “referral attorney network,” make sure you educate your clients, prospects and referral sources about your own additional services early and often. In fact, if your marketing system is The Essential Solution^®, then you already have all of the necessary tools to educate everyone about the full scope of your services.

Remember, a robust website should include information about your core services, related services and your referral services. Add this information to the back of your hardcopy monthly newsletter, too. And, don’t forget to include links on your monthly e-newsletter (that, in turn, links back to your website). Finally, consider weaving articles related to your range of services into the rotation of your daily blog postings.

Epilogue: If you market your services strategically today, then you just may find yourself retired, a beloved local philanthropist, and a scratch golfer tomorrow.

Your Brand, Your Solution to Their Problem

Think of your brand, not only as a visual marketing tool, but also as a way for your potential clients and referral sources to see you as the solution to their problems.  As marketplace grows increasingly more competitive, a properly developed brand will give you a competitive advantage.

In today’s world of technology, your brand is more important than ever!  I want to share about an article I recently read in Harvard Business Review: Aligning With the Consumer Decision Journey.  It brings a voice to the fact that in the digital world, the famous “funnel metaphor” no longer applies to branding.  We can no longer think of as consumers on the large end of the funnel, and target our branding for specific touch points to our prospects until they narrow down their choice and decide. 

In the digital world, there is a constant shift.  

“Traditional marketing strategies fall short in this new world. Marketers need to drop the funnel metaphor to describe consumer touch points and instead study the evolving and increasingly digital consumer decision journey(CDJ). The CDJ illustrates how consumers add and subtract brands from a group under consideration during an extended evaluation phase. And purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which they enjoy, advocate for and bond with it. (emphasis added)

Here are some ideas offered from the article with ways you can begin mapping out your commitment to branding your services:

1. Interview your customers.  Do this during your initial consult.  Find out what brought them to the table and what it was they were looking for when they found you.
2. Gather publicly available data on search activity and traffic patterns.    Once you find out what your prospects are looking for, use the resources available to you (your Performance Marketing Report provided by Integrity Marketing Solutions is a good start) to pinpoint search activity and traffic patterns.
3. Examine Your Own Site Data. If you are an Essentials® client, we have done this for you and report it to you as part of your monthly Performance Marketing Report. Make sure that you are committed to the implementation of your marketing and if not, take the recommendations we offer, and hit the ground running.  Don’t just examine the data, let it speak to you and show you where you can improve.  Make some changes and strategize!
4. Identify and Analyze Trends.   Once you have committed to your marketing plan, you can begin the transition.  But don’t lose sight of the progress you are making.  Track it and act on the things that are working, bury the things that aren’t! 

Nurture relationships with your clients, prospects and referral sources.  In the end, this is the perfect plan of attack to make an impact with your branding. Inspire though your website; Share regularly though your blog and social media and Specify the options for the services you can offer to assist their family. 

Client Focus: Kellen Bryant and VIDEO EFFECTIVENESS

 With all this talk about video and how important it is I thought you would be interested to see what you can actually expect in terms of results. In the video below we "Focus" on Essential client Kellen Bryant.

 

What can Integrity Marketing Solutions do for your practice? Our goal is to take you from Good to Great. To help you be wildly successful. To have the kind of estate planning or elder law practice you've always wanted.