Integrity Marketing

Animated Newsletters for Your Law Firm

Has your law office been using your Animated Newsletter to its maximum capacity? Perhaps you've been contemplating an Animated Newsletter and E-mail marketing campaign and just have not had the chance to contact James [877-352-2021x80] to discuss implementing a new program? Either way, here's a quick lesson and illustration on the features of Integrity Marketing Solutions' Animated Newsletter marketing program.

Animated (Interactive) Newsletters Boast Multiple Reading Options:

1. On Screen via a PDF download button
   1. Save the PDF file for later, email it to a friend or print it
2. Printed via multiple print features
   1. By clicking the printer icon at the bottom of the Newsletter
   2. By clicking the “Print This Page” button found at the top of the Newsletter (when zoomed in)
3. Interactive “Share This!” Email and Social Media features
4. On Screen via a Link from your E-mail Newsletter or your law firm's website

Be sure to share these features with your estate planning and elder law office team so they can utilize your Animated Newsletter to its fullest potential! You may also save a copy of our easy-to-read infographic for future reference or inter-office training purposes.

If you don't have an Animated Newsletter Call James Today! 877-352-2021x80 or request a consultation with him.

Using Your Brand to Improve Your Resource Center

Websites are so convenient, aren’t they? One of the things I think is so great - especially for attorneys – is that websites make it so easy to get information to both prospective and current clients. Many of the attorneys we work with take advantage of this capability with a Resources Center or something similar on their website.  A Resource Center is a great place to add articles you’ve written, a PDF version of a brochure, or various forms.

It’s also convenient for your clients to have those resources so readily available. It makes it easy to access forms if the original printed copy gets lost or to share that great article with a friend.  If your resources are offered freely, you don’t mind that article getting shared – that friend could become another prospective client!

But what happens if that friend forgets where the article came from? Or if your forms get mixed up in a pile of papers on the kitchen counter? Unless your resources are branded, that lead could be lost, your firm forgotten, or (hopefully not!) someone could claim your article as their own.

Take a look at this article that client Bill Stilley makes available on his website.  We added his firm’s brand in a way that is subtle but unmistakable. The first page has a banner very similar to the banner used on his newsletters.  The banner itself draws ties to the website by using the same colors, logo, and a bit of the background photo. All of his contact information is prominently located as well. The article is typeset in one of the fonts used on his website. On the second page, the firm’s contact information is displayed again in a smaller format in case the two pages ever get separated.

Branding your forms and resources elevates them to another level. They look more polished, professional, and trustworthy. This strategy also strengthens your company branding, making your image recognizable to your clients. Adding your brand to your resources is like adding your signature to your work. Be proud of it – claim it!

Do you have resources that could use a branding facelift? Thinking of adding a Resource Center to your site? Talk to us today!

Using LinkedIn to Grow Your Law Practice

When you think of Social Media accounts, which one comes to mind in terms of business and networking? Some may say Facebook, but I’d bet that many of you refer to LinkedIn when you want to take a more serious approach to interacting professionally online. LinkedIn is a great social tool in your law firm marketing tool belt – one that you may or may not be utilizing to its full potential.

I recently came across an article from Social Media Examiner that covered “5 Ways to Generate More Business From LinkedIn.” You may have seen these basic steps before as they are pretty standard in terms of building business online using Social Media, but the article gives examples of each strategy concerning the LinkedIn networking world.

Here is a summary as it relates to your law practice:

1. Let Prospects Easily Find You. This is all about the first step for setting up your LinkedIn – your Profile page. You want to make sure you have an optimized profile so that potential clients can find you. First of all – who is your ideal client? Is it someone who needs an estate plan? Then you want to make sure you use keywords in your profile that will come up when they search for an estate planning attorney.  For instance “estate planning attorney” or “trusts and estates lawyer” is going to bring more searchers directly to you than “attorney” alone.
2. Give Prospects a Reason to Connect With You. So you came up in the search – great! But so did about 20 other people. Uh oh …now what? Now you have to get the searcher’s attention, and you want to do this by having a keyword-rich headline to draw them in. Saying “I practice law” isn’t going to cut it.  The above-mentioned article shows some examples, such as using your location (city/state) and a few practice-specific keywords about what you do. Also – your profile picture! Make sure you include a professional headshot. Profiles without photos scream “spam!” and “not trustworthy!”  You want your profile to reflect the professional image that you embody. (Psst …if you shoot video with us here in Kansas City, we throw in a professional headshot photo shoot for free.  Just sayin.)
3. Give Prospects a Reason to Take Action. The potential client has found you in their search, selected your profile, and now you want them to take action and contact you about doing business. Enter the Summary section:  the first section they will see.  Client-specific keywords are a must here, so cater to the client and explain what you can do for them.  Many people get confused on this area and use it more like a resume – great for job searching, but not the best approach for building or marketing your practice. The article bluntly explains, “Nobody really cares about you. People only care about what you can do for them.” Harsh? Maybe. True? Probably. At the end of your summary, do not forget to add a call to action.  This is very important! Direct them on how to get in contact with you, whether it is your email/website/phone number or other means of communication.
4. Grow Your Network So Prospects Can Find You. Small network = small opportunity. Big network = big opportunity. Simple enough, right? You have to grow your LinkedIn network in order for others to search for you, because you won’t come up in just anyone’s search.  There has to be some sort of connection at the 1^st, 2^nd, or 3^rd level in LinkedIn. Set aside some time to reach out to others, and as invitations to connect come in you will probably want to accept most of them unless they seem suspicious or phony. Joining LinkedIn Groups is another great way to expand your network.
5. Follow Up With New Connections. Just as follow-up is important when someone calls you directly or walks into your office, it is also necessary when connecting on LinkedIn. Send them a message thanking them for the connection and offer them something in return, be it an invitation to an upcoming workshop or seminar, a helpful white-paper download, or even an appointment for a call to discuss their needs.

So take a look at your LinkedIn profile and use these steps to help add value to your law practice and build your business online.  And if you don’t have a LinkedIn account, now is the time to set one up! Hop online to get started on your free account.

Reference: Social Media Examiner (June 12, 2013) - “5 Ways to Generate More Business From LinkedIn”

Considering a New Blackberry / Apple Device for Your Law Firm or Small Business?

If you've been contemplating a new Blackberry, Apple or other device to help keep things running efficiently at your trusts and estate planning law firm, this short video may help you make your final decision. It also provides a quick brush-up on general technology / computer related terms and lingo. Enjoy!

 

Have a great day!

April

Quote of the Month for Social Media Sharing

This month's quote is: “No wind serves a ship that has no port.” — Spanish Proverb

To use this month's inspirational quote, download one of the following graphics, share it to Facebook (be sure to include a simple comment or call to action) and include a link to your law firm's website. You can also share this graphic on other social platforms, such as Twitter and LinkedIn.

You may choose from three different color palettes: (follow the link, view the image, right-click and save; then share to your Facebook profile!)

1. Navy: http://blog.estateplanningpartners.com/images/0613Quote_1Spanish-Proverb.jpg
2. Gold: http://blog.estateplanningpartners.com/images/0613Quote_2Spanish-Proverb.jpg
3. Burgundy: http://blog.estateplanningpartners.com/images/0613Quote_5Spanish-Proverb.jpg

If you have a quote you would like to submit for consideration, feel free to pass it along to me, April, at [email protected].

Flag Day: June 14

As we celebrate our independence on Flag Day this Friday, let's take a moment to brush up on flag etiquette so we can be sure to properly – and proudly – display our country's flag.

Word of the Day: Vexillology

Vexillology is the scientific study of the history, symbolism and usage of flags or, by extension, any interest in flags in general.

Saying "If You Use Social Media ... Don't Call Me" is a Dumb Idea

Are you one of those people who still thinks that Social Media isn't relevant for estate planning or elder law attorneys?

Well the numbers do not lie folks ... Social Media is not only relevant, it has become a necessity. 

Click on the image to see Emma's awesome infographic in full-size!

1. 15% of consumers use social networking sites, like Facebook and LinkedIn, to search for LOCAL businesses.
2. 71% of consumers say they are more likely to purchase or engage services from a brand or company they follow online.
3. 23% of brand marketers are developing social media strategies, but are still struggling to execute that plan.
4. 63% of local searchers on social media are more likely to use a business with information on a social media site.
5. 91% of local searchers say they use Facebook to find local businesses online! That's just crazy!
6. Social networks and blogs now account for 25% of the total time Americans spend online.

 

What does all this mean?

It means you need to beef up your social media presence with the right message ... consistently.

Even if you are not a Facebook expert or have never used Twitter, the last thing you want to do is put up a sign that says "If you use social media DO NOT CALL ME!" If you are ignoring this valuable resource, in essence, that is exactly what you are doing.

The Essential Solution® will not only help you to get all of these social sites implemented, but will also help you engage your market and build your business.

Demystifying the QR Code

The first time I saw one of these crazy-looking images, the only thing I could think was -- WEIRD. I thought there was no way that QR codes would ever take off and become as popular as they have. Now, they are one of the hottest trends in design.

What is a QR Code?

A QR Code, or Quick Response Code, is a computer-generated image code. Actually, it functions quite a bit like the UPC barcodes we see on products we pick up at the store.  But instead of needing to wait in the checkout line, they are read by snapping a picture of it with one of many QR apps available for your smartphone.

How To Use Them

The information that can be stored in a QR code is incredibly diverse, making them a great, versatile tool to use in your marketing plan.

The majority of QR codes are currently being used in print media.  They are an easy way to include additional information that might be too long or too large to include on a printed piece.

Remember when I told you that print media could easily be integrated into your online marketing? QR codes are a perfect tool for that!

For example, send out a printed invitation to your next workshop or seminar event. Add a QR code that leads directly to the workshop registration form on your website to make registration quick and easy for your guests! Or, on your estate planning brochure, add a QR linking directly to your estate planning practice area page on your website. This eliminates the need to write out an entire web URL and hope that the viewer remembers it or types it into their browser correctly.

With the rise of mobile technology, using a QR code on print marketing is also a convenient way to give your clients information they might want to have when they are on the go. Take a look below at the back of the invitation the IMS team sent out for an open house event last month. When viewers scan the QR code, they get a map to the office right on their smartphone!

QR codes are also starting to creep onto the Internet. Client Jerry Reif’s website is a great example of this. In the sidebar of his website, there is a QR code that, when scanned, sends all of his contact information to the client’s cell phone for easy reference. What a great idea!

If you still need to be convinced that QR codes are useful, remember this – they are free!  QR codes can easily be generated for free from many websites. And it won’t cost your viewers a penny either – there is a wide selection of QR reading apps that are free to download on smartphones. Contact the IMS Team for more information.

Recipe for Social Media Engagement (or Dinner on the Patio!)

Sharing images to your Facebook profile is a great way to get 'Likes!' (which can help funnel people to your Facebook profile where they will see links to your blog posts and events … leading to your web site). So go ahead and give it a try! Here's a recipe card you may share with your Facebook friends and followers as a way to engage with them. You can also share this recipe on other social platforms such as Twitter, LinkedIn, Google+ and Pinterest.

Get the Recipe!

Follow the link, view the image, right-click and save. Now upload and share to your Facebook profile!

• http://blog.estateplanningpartners.com/images/0613Recipe-1BakedChickenRice.jpg

That's it. You've done it. Now go to the store, get some groceries and share this fabulous dish with your friends and family!

If you have a recipe you would like to submit for future consideration, feel free to pass it along to me, April, at april(at)estateplanningpartners(dot)com.

The Basic Rules of Selling Online (and In Person) ... Even if You're NOT a Salesman

I came across this great post the other day on LinkedIn titled "How to Sell Anything Using Social Media." Since I use Social Media on a daily basis, I was intrigued right away and curious to see what the author had to say about offering services online through social outlets.

First of all, I am NOT a salesperson.  My role using Social Media for IMS is to market the company, create relationships, engage followers, and educate others on marketing (for attorneys and business owners alike).  Now, if those efforts end up resulting in a new client coming on board - great! But I'm definitely not a social fisherman trying to reel in the next prospect with a "buy now!" post.  Social Media 101 is very clear - don't be pushy or "salesy".

That being said, as I was reading the aforementioned article I noticed that the main points closely align with the goals we set for our IMS marketing, Social Media, and relationship building. Ok, so maybe I'm not a salesman -- but I agree with these basic rules and would like to share with you below:

1. Build relationships first: The article points out the use of Twitter and LinkedIn to build connections first and get to know them online.  This is great advice, and the same applies to building relationships in person.  How much easier is it for you to receive referrals when you have established a connection with a financial advisor? And for your Facebook page and other social accounts, doesn't it feel good to send and receive those "friend requests" to establish some healthy exposure? Whether you speak to someone in person or online, you need to make the effort to get to know them before jumping right to what services your law firm can offer.
2. Listen carefully: Keep your ears open to what your clients need, and your eyes open to what they are saying online.  Even if it has nothing to do with your practice, just the fact that you are engaging or commenting helps nurture those relationships. And when they do have questions about estate planning or elder law, you are going to be a great resource for them to turn to!
3. Uncover problems and needs: This piggybacks off of "listening." If you are more aware of what is being said in the industry or written online, you'll start to realize how you can help your contacts and social followers ...thus leading to a possible new client. Note - you will need to have a social presence to do this! Which means you have to keep up with your Social Media efforts just as much as your local networking efforts.
4. Help people solve those problems: When you keep the task of helping in the forefront of your communication, the pressure of selling practically goes away.  If the goal is to help someone, they can sense that right away and are more comfortable communicating with you about their problems and needs.
5. Ask for the sale: Ok, so this really is Selling 101.  Just ask! It's great to begin the process with relationship building, listening and problem solving ...but when it comes down to it, you should ask the prospective client for their business. Maybe it's not something you do on Social Media necessarily, but once you get an in-person meeting or a phone call scheduled you have already established that you can help them with their estate planning and would love to do so.

Didn't realize you were a salesman either, did you? Ok, maybe we should change that term to "problem solver" ... either way, these basic principles can help your law firm when the idea of selling gets in the way of the goal of helping.

Resource: Dave Kerpen, CEO, Likeable Local (via LinkedIn, May 30, 2013) - "How to Sell Anything Using Social Media"

Planning and Using a Social Media Agenda

I know I sound like a broken record at times when I’m constantly verbalizing (or emailing!) to clients “you need to be more social.” Social Media comes natural to some, but for others - you sit down in front of your computer screen, sleeves rolled up and reading glasses on, here it comes – Social Media block!

So, I’ve come up with another effective example agenda you can put into practice. Agendas keep you in the groove. They bring in consistency and reliability to your Social Media timeline or profile. Use this written agenda as a guide to follow, or inspiration for your own agenda. There are only a couple rules to follow …

1. You need to post daily (5 days a week)
2. You need to link to your website (2 of the 5 days)

And let’s all say this together - your automatic blog post to Facebook or LinkedIn does not count as Social Media interaction/being social. This is simply a resource. If you never post anything to your social timeline, all you have is months of blog posts, and eventually people catch on that you have nothing to do with Social Media.

So, let’s get started.

Monday

Mondays can be hard for everyone, so try to post something non-legal and mentally helpful on Mondays. It’s really your choice.

• Quotes & Messages
  • “Take care of your body. It's the only place you have to live.” -  Jim Rohn
• The Conversation Hub.com usually has great Monday morning quotes.
  • Back up a quote with a tid-bit about estate planning, trusts, probate, [insert life planning item here] if you’d like.
• Something motivational – Scott H Young.com has this great list of motivation articles you can review and share with your followers.

Tuesday

Now that everyone is inspired with your Monday post, you can direct them to your law firm website.  Practice area spotlights are usually eye catching.

“It’s Trust Planning Tuesday here at [Insert Law Firm Name Here]. A properly drafted and funded revocable living trust will generally avoid probate. The trust need not be filed with the probate court. Nonetheless, there are still steps necessary to administer the trust when the trustmaker dies. You can learn more about how trusts can help you avoid probate on my website [Insert website URL here].”

You can even take content directly from your websites pages. Just make sure you share back to the page.

Wednesday

“Welcome to Wealth Planning Wednesday:  New clients of [Insert Law Firm Name Here] often say they do not have an estate plan. They are surprised to learn they actually DO have a plan. In the absence of legal planning otherwise, their estate will be distributed after death according to the one-size-fits-all laws of "intestate succession”. These "default" estate plans rarely reflect one's wishes. For more information, visit my website [Insert website URL here].”

Thursday

“It’s Educational Thursday! We have several workshops coming up. [Insert workshop titles here]. [Insert additional workshop details here]. We would LOVE to introduce you to the [Insert Law Firm Name] family. You can learn more and sign up with our EASY registration form on our website [insert link to Workshops Page here].”

Friday

“Let’s end the week with Future Friday. We hope you find this article from CNN Money helpful. (http://money.cnn.com/2013/05/22/retirement/grandparent-scams/index.html). Money scams exist every day and it’s important that you protect your pocket!

Other Examples:

“Taxes Tuesday has arrived! This interesting piece from AARP.com shows that tax troubles can follow anyone. Why would you be excluded? (http://www.aarp.org/money/taxes/info-04-2013/celebrity-tax-troubles.html)

“It’s Future Friday once again at [insert law firm name here]. Did you know June is Adopt-A-Cat-Month? (http://blog.aarp.org/2013/06/05/save-money-when-you-adopt-a-cat/). Find a furry feline at the local shelter, and make sure you consider a pet trust!

“It’s Educational Thursday here at [insert law firm name here]. A great place to get educated on money matters is the resource page on our website [insert link to Newsletter Archive page here]. It’s full of easy to read and well written articles to help you and your family plan ahead.

-----

I hope you realize what an excellent resource this is for you! Make sure you develop your own agenda, or use some of the examples here. This agenda will make Social Media posting MUCH easier, and you hopefully will experience writer's block less and less.  Soon, you will be a Social Media pro!

If you have questions or need help, make sure you email your account manager, Dana Alley!