Integrity Marketing

Are Email Rules Meant To Be Broken?

Rules. Guidelines. Parameters. No matter how you say it, the underlying meaning is the same -- do it THIS way only!

But aren't rules meant to be broken?

When it comes to your email marketing, the answer is ... maybe.

As attorneys, I'm sure the thought of breaking a rule is absolutely unacceptable. But I'm not suggesting that you break the law. No no no. What I'm saying is, as long as you aren't technically breaking any laws, the email marketing "rules" may not apply to your situation.

You see, email marketing is a lot of trial and error. It all depends on your audience and the message you are sending.  Marketo actually put out a cheat sheet on "17 Email Rules You Absolutely Have To Break," challenging the status quo of email marketing.  To be clear, they weren't necessary saying you should break all of these rules. As the cheat sheet says, "Don’t assume that all of these rules will work for you simply because they worked for someone else. Test. Tweak. Then, break the rules. Figure out the best approach for your community."

IMS has been sending email newsletters for estate planning and elder law attorneys for years, so we know which rules to follow and which ones can be up for debate.

Here are a few breakable rules for attorney email marketing:

• NEVER use words like “free” or “deal” or “discount” in an email subject line. Ok, this one is mostly a rule for our clients. However, if you have freebies to hand out, you can easily use the word "complimentary" instead. Example: "Join Us for a Complimentary Estate Planning Seminar".
• NEVER put the unsubscribe button or link at the top of an email (or make it obvious). We actually have a Subscription Information section on each email that is clearly marked. Look, we don't want to upset a subscriber who is no longer interested in reading the e-newsletter. You are better off to keep that transition easy, and maybe on down the road they will come back to your list. The subscribers that want to work with you will stay on board!
• ALWAYS send an email during the middle of the week, NEVER send an email at the end of the day. The question of when to send is a tough one, but a perfect example of trial and error. If you think you could reach your audience better at the beginning of the week or over the weekend, then try it! Same goes with the time of day. It all depends on your audience and their likelihood of opening an email.
• NEVER have fun. I'm sorry, what? We can't have fun? Nonsense! Of course you can have fun with your email marketing. And you can do so while still maintaining a professional image. Feel free to post about exciting things happening with your staff, community events and even personal stories. Your readers will connect with you through those fun messages, and that will make them want to read more about the information and services you offer.

So while not all email rules are meant to be broken, there may be some that you could overlook depending upon your situation.  When in doubt, contact your IMS Team.

June Print Newsletter Deadline

The deadline for making edits to your June issue estate planning newsletter is May 5, and the articles we have scheduled for you are: Hey Dads:  Are you Über Planners? and What is a Legacy Letter?

To see the additional articles available for custom issue creation, download a preview of the newsletter article library.

If you would like assistance customizing your SELECT Print Newsletter, please feel free to contact me, April, at 877-352-2021 x82 for a quick walk-through. Be sure to have your message prepared and saved to your computer or network for easy access. Around 150 to 220 words.

June Animated & E-Newsletter Deadline

If you are not scheduled for a June print newsletter, please don't hesitate to submit your message for inclusion in your June electronic newsletter.

Have a GREAT week! — April

Quote of the Month for Social Media Sharing

This month's quote is: "Don't go through life, grow through life." — Anonymous

To use this month's inspirational quote, download one of the following graphics and share it to Facebook (along with a simple comment if you desire). You can also share this image on other social networks such as Twitter, LinkedIn, Google+ and Pinterest. It really is that simple to get social.

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

1. Navy: 
   http://blog.estateplanningpartners.com/images/0414Quote_%201Anonymous.jpg
2. Gold:
   http://blog.estateplanningpartners.com/images/0414Quote_%203Anonymous.jpg
3. Burgundy:
   http://blog.estateplanningpartners.com/images/0414Quote_%205Anonymous.jpg

If you have a quote you would like to submit for consideration, feel free to pass it along to me, April at estateplanningpartners dot com.

Have a great week!

April

Have You Called Yourself Lately?

Is your law firm's phone number on your website? Have you called yourself lately?

We recently spoke with an attorney, John, who was running a Google AdWords campaign. He wasn't having much luck, and asked if we could do a better job. We looked at his ads and landing pages. Yes! We definitely could make significant improvements for him. Then we asked to see some of the reports from the former agency.

Not surprisingly, the reports showed some glaring weaknesses in John's AdWords campaigns. But we also noticed something else. There were actually several phone calls in the call log, but they were all very short -- each one less than a minute.

We have seen this before, but just to check, we called John's office ourselves ... and were greeted with a robotic voice, telling us to enter an extension, the first few letters of someone's last name, or to press 1 for a directory.

We hung up. Just like all of John's prospects.

Take a few moments now and call the number listed on your website, just to see what happens. Despite everything we say about digital marketing, the truth is that the phone call is still the most important player in your marketing-to-sales conversion process. Studies consistently show that phone calls are the most valuable type of lead, converting to revenue 10 times more than web clicks. That's right, when someone picks up the phone to call you, they usually are ready to schedule an appointment.

Unless, of course, they are greeted by an automated voice and a menu of options.

We did work with John, and launched what has become a very successful AdWords campaign. Last month John's ads generated a whopping 6 percent online conversion rate ... and an additional four direct calls to schedule initial consultations. This time, though, the calls were picked up by a live person to screen and schedule appointments.

Note: Revenue from just one of John's new clients is nearly five times the amount of his modest budget for the whole month.

So, go ahead and give yourself a call. Then call James to talk about how we can build your practice. Oh, and he told me to give you his direct line: 913-669-2032.

Tax Day Deals and Promos

Tax Day is here! Whether you are celebrating getting your tax return finished on time or planning on filing an extension, you may as well enjoy Tax Day deals while you can. Local and national businesses are offering fun freebies on April 15th and beyond to take your mind off the tax bill.

Be sure to refer to your local news outlets for Tax Day deals in your area. Here are a few compilations of specials you may be able to indulge in today, and even some that go beyond April 15th:

• Kiplinger's "Tax Day Freebies and Deals 2014"
• The Huffington Post's "Tax Day Freebies 2014: 8 Good Deals Even If You Don't Get A Refund"
• Forbes' "Tax Day Freebies, Promotions, Deals and Specials"

And what about your law firm? Are there any deals you'd like to offer your clients for Tax Day or the month of April? You can easily run a promotion on your social media accounts and even your blog.

Let Them Eat Cake!

Well, cupcakes that is. In the spirit of Tax Day give-a-ways, you and your firm can be entered to win a bakery treat of cupcakes delivered right to your office! How? By registering and attending our Webinar -"Achieving the Perfect Blend of Marketing Technology" - next Wednesday, April 23rd at 12:00pm CDT.

Your law firm marketing is very much like a perfectly baked cupcake. Websites, PPC Ads, Video, Blogging, Social Media, Marketing Automation, CRM -- You have heard of these technologies, but how do you BLEND them together to get a great result? Join us April 23rd at 12pm CDT to find out! Register for the webinar online.

Technology is Always Changing!

tech·nol·o·gy
noun \tek-ˈnä-lə-jē\

– the use of science in industry, engineering, etc., to invent useful things or to solve problems
– a machine, piece of equipment, method, etc., that is created by technology.

Are you staying current on the latest technological advancements? A few significant updates and notices in technology that have hit the news lately that may affect your office include:

• Support for Windows XP ends
• The Heartbleed Bug
• Facebook Pages layout changes
• Twitter layout changes

And here's a look at one more advancement that you may be learning how to use soon …

 

Okay, so this may be stretching it just a bit. The point is with all new technology, there is a learning curve. There's no need to avoid it, just figure it out. There are so many tutorials available on the web, you have no excuse not to learn how to use a new product – you just have to sit down and DO it.

What's it mean to you?

If you are a current subscriber of our ESS program and notice your Facebook page or Twitter profile has updated to the new layout and is in need of a graphic update, please let your team at IMS know and we'll get right on it. You may complete a request through our ticketing system for the fastest turn around: http://www.integritymarketingsolutions.com/submit-a-support-ticket/

Have a great week!

April Leabo

Marketing Pawspectives: Facebook vs. LinkedIn Pages

Marketing Pawspectives: Insider Tips & Hints To Get Your Marketing Working for You
By Bandit – Office Dog

Woof! Welcome to my column!

Did you know I have my own Facebook page? I do! It’s called Bandit the Office Dog and all my friends follow me on it. However, most of my followers on my Facebook page are not professional or business connections. The best place to keep in touch with business referrals and other attorneys is with LinkedIn.

Even if you don’t actively use LinkedIn a lot, having an updated profile that showcases your law firm can make a huge difference in where you (and your website) show up in online search. If you don’t have a profile, you better make one! Or submit a support ticket to reach your IMS account manager, and they’ll help you get started!

Recipe for Social Media Engagement – Beef Stroganoff

This month's recipe for Beef Stroganoff is perfect for a crowd. This simmered dish may be the last chance you have to slow things down a bit before soccer, t-ball and spring recitals are all filling up your schedule.

Sharing recipes – or images in general – to your Facebook profile is a great way to get 'Likes!' 'Likes' get your profile seen (by way of the ticker you see on the right side of your Facebook profile). The more social you are the greater your chance to funnel people to your blog posts and firm website, where people can easily learn more about your firm and upcoming events. It's okay to keep it fun and light while maintaining your firm's branding and professionalism. Give it a try by downloading the recipe image and sharing it as your own! 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/0414Recipe-2BeefStroganoff.jpg

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.

Happy sharing!

April

 

April Marketing Plan for Your Law Firm

Spring has arrived and so has the month of April! Here in the Midwest, the weather is finally shifting to the theme of "April showers bring May flowers." The grass is turning green, the birds are chirping, and spring activities are underway.

Are you ready for some spring cleaning for your marketing plan? Let's review the first quarter of 2014 and get prepped for the upcoming months.

Ask yourself these questions about your marketing plan:

• What did you accomplish from your marketing plan in March? Review your "wins" for the month and evaluate the results.
• What items fell off the track? If there were marketing tasks that did not get checked off the list, consider moving them into a different month of the plan or eliminating them altogether.
• What changes need to be made? If something isn't working for your marketing, evaluate where the need is and brainstorm ways to tackle these jobs. Do you need to delegate more? Do you need to set aside marketing time on your calendar? Do you need to contact your IMS team for assistance?
• Are you on budget? Review your marketing budget for Q1 2014. Are you under or over? Make adjustments where needed, whether you are allocating extra dollars to future campaigns or tightening the budget to stay on track.
• What topics/themes will you use for social media and blog posts? A few topic ideas for April are Easter and other religious holidays, wedding season, prom season, spring sports, and Arbor Day.  
• What's coming up? Graduations will be coming up soon, so now is the perfect time to talk about the shift from minor children to adult children and the estate planning involved for those individuals. Also, what do you have planned for May and beyond in regards to travel, conferences, workshops and marketing campaigns?

The start of a new month is also a good time to review your website content to ensure that everything is accurate and up-to-date.  If you need to make a change, you can use our online Support Ticket to submit your request.

April Events for IMS

• Video Enhancements Retreat: April 14 - 18. Join us the week of April 14 - 18 for our Video Enhancements Retreat! We are opening up the IMS studio that week exclusively for Essential Clients. This is your chance to create a website "welcome" video, educational videos, and the option to record online webinars, seminars, or workshops. Learn more by reading our e-Newsletter!
• Webinar - Achieving the Perfect Blend of Marketing Technology: April 23rd. Your law firm marketing is very much like a perfectly baked cupcake. Using the right blend of marketing technologies can get you greater results. How so? Join us on April 23rd to find out! Everyone attending this LIVE event will be entered to win a bakery treat of cupcakes delivered right to your office. Register online!

Three Things You Probably Aren't Considering with Your Social Media

I spend quite a bit of time each week talking about social media to our attorneys. To be honest, I really enjoy it! It's fast paced, fun and always changes. It keeps me on my toes and it's exciting!

Many of our clients don’t feel the same way; in fact, I’m pretty sure that most of them have one word to use when describing social media. Exhausting.

I can’t really say that I blame them! Scrolling through a timeline can be tedious at times. So many updates from people you hardly know. Hundreds of photos a day of picture quotes, home remodeling projects, ugly babies and totally random information you probably don’t care about.

You know what though? It’s not going anywhere, at least not anytime soon.

Consulting company Greentarget states, "While the more traditional marketing channels for law firm credentialing continue to dominate ... in-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future."

Social media is going to become more innovative by the day (or maybe even the hour?) and if you don’t use it, you will get left behind. I’ve read some new blog posts and found some online articles that really helped me put a different perspective on where social media is going in respects to your professional law firm. 

Here are three things you probably aren't considering when you choose NOT to be active on social media.

1. Blogging is establishing your online professional appearance.

You are probably really popular IRL (that’s “in real life” if you are not up-to-date on your social terms), but are you anywhere to be found on the web? Blogging about niche topics within your practice areas easily identifies you as being just as professional online as you are in your office. Re­blogging a referrals blog content (with their permission first) gets you mega bonus brownie points.

2. Posting a balance of professional and personal information is way more effective than talking shop 24/7.

You’ve got to realize that your followers and readers are going to get tired of estate planning five days a week. Clients aren’t shopping for a new car. They are looking for a real life person to talk with and trust, especially if they need help handling difficult or emotional planning details. 

3. You may not be converting your followers into clients, but you are probably gaining referrals.

Don’t write and post to your social media with the expectation that many of your direct readers and followers will be calling you right away to set up an appointment. More than likely, they will not (at least not right away). What will happen: your branding and professionalism will sink into a part of their brain, only to arise again when their best friend's grandma mentions she needs to update her will, or their mom’s friend’s veteran husband needs to be admitted into a nursing facility. You might be getting a call soon …

I hope this post sheds new light and a brings around a new perspective of the effectiveness of marketing your law firm on different social media platforms.