Integrity Marketing

Are YOU a Job Creator?

The political rhetoric is heating up, with lots of talk about the economy and Job Creators. Who are the real Job Creators in our country?

You know, it's not "someone else's" responsibility to create jobs. Really, it's not up to the President or the Congress or the City. It's up to you and me. We are the ones who can build a stronger future for our children and grandchildren. Yep. You and me.

For example -- do you know who designs your website, does your Search Engine Optimization (SEO), or creates your e-newsletter? Are YOU shipping jobs overseas and making it harder for your neighbors to earn a living wage?

Well, if you're an Essential Attorney™, take a moment to pat yourself on the back.

YOU are a Job Creator!

Every single IMS website is designed, built and optimized right here in the USA. Every video is shot and edited here. Every e-newsletter is written, designed and published right here. All by talented people earning a living wage at full-time jobs with health & dental insurance, a qualified retirement plan, and vacation, holiday and sick pay.

Thank you. Thank you for choosing quality, for choosing to pay a little more. Thank you for putting these fine people to work. Thank you for doing your part to build a stronger economy.

Because political rhetoric never employed anybody.

But YOU did! Way to go!

As Election Season Heats Up, Remember These Blogging Tips

Political rhetoric does not belong on your business blog.

There, I said it. Please don't make me say it again. As the election season heats up, I am starting to notice some of you cannot resist voicing your political opinions on your business blog. That is your right. But please note that our country has become extremely polarized, and whether you lean left or right, your political opinions are likely to offend at least half of your audience.

So, while we're on the topic of blogging, I'll resurrect a post from April of 2011. It's a good refresher about what NOT to do on your business blog.

Avoid These Top Five Business Blogging Mistakes

Blogging can be dangerous to your (business) health! Why? Because you don't have an editor.

My husband, David, grew up professionally in the newspaper business. He was a managing editor and publisher for one of New England's largest and most frequently honored publishing companies. Three of his bosses were Pulitzer Prize winners.

He relates that editorial writing was not one of his favorite responsibilities. The pressure of writing a daily or weekly column can wear on a person....not unlike the pressure of writing frequently for your business blog. (I suppose it's fair to note that with circulation numbers in the mid six figures, and three Pulitzer Prize winners critiquing his work, David's pressure might have been a bit more intense!)

According to David, the biggest risk of editorial writing is that your words will "go public" without the benefit of an editor. "Even if you have an editor," he says, "if you are the publisher, no one has the nerve to criticize you. And, without an editor, it is entirely possible to publish a column about your hemorrhoid surgery." David chuckles when he tells this story which, fortunately is not something he did, but rather something he read in a competitor's newspaper. He always adds his commentary, "And NOBODY wants to read that!"

When you are blogging for your estate planning or elder law firm, remember, there are some things that NOBODY WANTS TO READ ... and other things that just don't fit into the context of a business discussion. Here is my short-list of the top five topics you should avoid in your business blog (this list also applies to in-person networking events where you hope to initiate new business relationships).

1. How Terrible Business is Right Now (unless you are talking about business in general, and able to offer up some great ideas / solutions). Your business blog is not the place to complain about your empty appointment book!
2. Don't Discuss Clients (or Cases) By Name (without permission). Some attorneys have gotten into real trouble complaining about judges by name, or in an identifiable manner. Story telling can be a great marketing tool, but use it carefully.
3. Don't Treat Your Blog Like a Press Center. Your blog is not the place to post press releases, or "puff" pieces. Think of your business blog as a professional conversation you might have at a very important, exclusive social mixer ... and you don't want to be the guy in the loud plaid jacket trying to sell vinyl siding to everyone he meets.
4. Don't Make the Reader Uncomfortable With Too Much Personal Information. This relates to the hemorrhoid surgery story ... and other personal details that the business world just does not want to know. Your toddler's first words could be inspiration for a blog post, but not her first poo-poo on the potty!
5. Don't Talk Politics or Religion. Okay, your mother told you this, right? If not, I'm telling you now. Your business blog is not a soap box. Please do not preach from it, predict the impending Apocalypse, or promote your liberal, conservative, or libertarian political views. The Tea Party has their own PR department, they do not need your business blog. Remember that about half of the population is Democrat and the other half Republican, with minority shares of "other" thrown in. Regardless what stand you take, you are going to alienate at least half of your audience. And this does NOT promote your business!

Remember, it is not true that any publicity is good publicity. The same applies to blogging. Just because you are writing something in your business blog on a regular basis, this does NOT mean you are building your practice. If you're not careful, you could just be embarrassing yourself.

Going Mobile -- What's the Big Deal?

What is this “mobile revolution” and how does it affect your legal marketing? 

Did you know that in 2012:

• 94% of smartphones users will be mobile internet users.
• All mobile phone users will reach 242.6 million
• Tablet users will reach 54.8 million, up 62.8% from 33.7 million in 2011.
• From 2011 to 2012, the average number of apps per smartphone jumped 28% from 32 apps to 41 apps. Android & iOS users account for 88% of total mobile owners who have downloaded an app in the past 30 days. To date, more than 15 billion & 25 billion Android & iOS apps have been downloaded, respectively.

If you still don't think mobile marketing affects your law firm, consider this anecdotal evidence. Last week we welcomed a new law firm to The Essential Solution®. Of the eight people on their review committee (from paralegals to shareholders), ALL had smartphones and all but two had tablets.

You need a mobile solution, because your beautiful desktop website probably doesn't render well on a tiny smartphone screen. But what, exactly, is a "mobile solution"?

When you start looking at "going mobile," you have several options to consider, and your best choice may include a blend of options each geared to specific needs in your practice. Let's take a look at some of your options and how you might use them.

Mobile Optimized Website. A mobile-optimized website is not just a stripped-down version of your desktop site. It's important to think through the needs of your mobile audience. What are they looking for? First, they want to be sure they're in the right place, so your mobile site should look as much like your desktop site as functionally possible. But, your mobile viewers are not usually "surfing" leisurely on the web, they are typically in a hurry and looking for specific information. So, you need to put that information front-and-center on the opening screen. Click-to-call, click-to-email, and GPS-integrated mapping functions are all must-haves.

QR Codes. It's a good idea to get a QR code for your mobile site so people can quickly scan the code from your marketing materials, business cards, or desktop website without having to type in the address. The longer your web address, the more important a QR code.

Mobile Apps. Yes, you might actually want to consider having a mobile app developed for specific audiences. You might even want a couple of apps. I can imagine one app developed specifically for your referral sources, and another for your clients -- especially if you have a client maintenance program. Again, your mobile app should be integrated with your website, and extend your firm's branding. Some features you might consider in your app? How about event promotions, an RSS feed from your blog, in-App email, e-newsletters, videos, or even a photo gallery from a client event? It's also possible to include in-app scheduling, even invoicing and payments!

You can learn more about how the mobile revolution affects your law firm marketing at our upcoming Fast Track Marketing Workshop, Sept. 19-21st. But hurry, the $100 early registration discount expires Aug. 15 (that's TOMORROW).

Stop Selling Piles of Paper!

"Here's your objective: Stop selling piles of paper and
start providing estate planning peace of mind."

-- Kyle E. Krull, Esq. President,
Integrity Marketing Solutions

The verdict is in — the KAPS program WORKS! This is the program you demanded, and we listened! Learn how the KAPS program can help you identify, attract, and work with Your Right Client. Implement a unique process to convert more prospects at higher fees, with less effort (and expense). Increase your closing ratio and engage with your prospects using Kyle’s proven methods in a no-high-pressure-sales approach.

A Personal Note:

If you are like many of the estate planning and elder law attorneys we work with, you know that the small or solo law firm is no place for the faint-hearted! It’s tough out there, and seems to just be getting tougher.

Whether you’ve been to several of our previous Fast Track workshops, or want to join us for the first time, our September workshop will bring you new strategies and tools to help you become more profitable, enjoy working with better clients, eliminate push-back and fee pressure, and develop a truly supportive referral network.

If you’re already an Essential Attorney™ then this workshop is even more vital for you!

The marketing floodgates opened wide this year with game-changing advancements in SEO, mobile, video and social marketing. Your Essential systems are primed and ready to capitalize on these changes — but are you?

REGISTER NOW

• Get up to speed on how best to reach new clients and build your referral networks!
• Find out how new strategies can shorten your sales cycle, nurture relationships, and turn more web visitors into new clients.
• Don’t give your competition a head start in social media! Learn how the latest updates to Facebook, Linked In, Twitter and Google+ impact legal marketing, and why you should be a market leader.
• Convert more prospects at higher fees, with less effort and NO push-back with the K2APS system.

Save $100 when you register before Aug. 15th.