Integrity Marketing

Becoming an E2 CRM Pro in 8 Weeks or Less

By Kelly Myers

Have you noticed that IMS is presenting a lot of webinars? Here’s why.

We understand that your time is precious and needs to be managed meticulously. By hosting webinars during the lunch hour, we can present a wide range of materials to you and send a recording of the webinar to those who register in advance of the webinar.

For this reason, your IMS Account Management team has made the decision to train E2 CRM users by webinar also.

Every Friday at Noon (Central Standard Time), a webinar on the features of E2 is presented. In addition to explanations of each feature, which are matched with corresponding demonstrations, we have built in time for questions and answers.

The E2 CRM is an extremely sophisticated marketing software that requires education and practice. By attending the webinars or watching the recordings, you can receive the training you need to harness all of the power – and it is considerable – of the E2 CRM.

Along with the webinars is access to our E2 CRM portal, found at www.e2-crm.com.

By clicking ‘Client Log In’ at the top right hand corner of the screen, you’ll be directed to a password secure site with recordings of the webinars and written training documents. This portal ensures that you and your team have access to E2 information at all times and at your convenience. When new staff members join your team, they will be able to access this information also.

The webinar schedule is as follows, with all sessions beginning at Noon Central:

Friday, February 12^th - Overview, Contacts and Groups

Friday, February 19^th – eNews, Blog Digest and List Import

Friday, February 26^th – Branded emails, Email Notifications and Workflows

Friday, March 4^th – Personal Emails and Tracking features

Friday, March 11^th – Creating email templates and Media Library

Friday, March 18^th – Event Management

Friday, March 25^th – Drip Campaigns

Friday, April 3^rd – Updating workflow and automated emails based on date.

Please note that dates are subject to change. We will be re-starting the training series with ‘Overview, Contacts and Groups’ on Friday, April 8^th.

If you have any questions on the E2 CRM or the training webinars, please submit a support ticket through the Integrity Marketing Solutions website.

Introvert or Extrovert – Which One Are You?

By Anneliese Krull

My oldest sister is an extravert. In our family, she is the one who is either out with friends and acquaintances or hosting a party at our home. At events, you will see her flitting from one conversation to the next with a joke or smile for everyone.

She’s our social butterfly.

I’m not.

I prefer small groups and deep, personal moments. Although I certainly enjoy people, I keep things closer, smaller. People don’t need to earn the right to be heard, but they must earn the right to hear me.

Now, neither of these personality types are to be judged as better or worse. In fact, both are necessary. These different strengths accomplish different things.

Such is the case for the CRM and Action Step.

The E2 CRM is the Extravert. As a Customer Relationship Management software, the CRM encourages people to “join the party” (i.e., your “client” family) and provides a valuable experience for them through your Blog Digest, e-Newsletter or e-Book distribution. The CRM knows everyone and how they are connected. In short, the CRM shows off your practice as the “place to be.”

As a Legal Practice Management Software, Action Step is the Introvert. Action Step keeps communications on a “need to know” basis. Action Step keeps sensitive client information secure, only sharing information with those who are within its closer circle (i.e., those with access to your firm’s Action Step system).

Your firm needs both a CRM and a Practice Management Software because each does what the other cannot. Having the E2 CRM does not mean you MUST have Action Step as your Practice Management Software. However, if you do, the E2 CRM has an optional upgrade which sends contacts to Action Step when they become clients at your firm.

If you currently have the E2 CRM and want to learn more about this upgrade, please submit a support ticket on our website. Don’t have the E2 CRM? Call to learn more and get all of your questions answered, call James at 877-352-2021 x80.

Be watching for my next blog, as I address E2 CRM integration with other software and apps such as Clio, MailChimp or Google Contacts through a third party called Zapier!

Networking and Your Net Worth

You know the adage – if you want to be happily married, spend time with happily married people.

If you want to be wildly successful, spend time with wildly successful people.

If you want to learn how to network, spend time with people who are really good at networking.

Make networking a productive part of your week with these suggestions:

1 – Do your homework. Take ten minutes to research the events happening in your community a week in advance. Look a little deeper than “what’s close to me.” Who is on the board of directors or in the leadership in each group? If they are people you know to be successful and respected, attend their events or meetings.

2 – Do something different. Get out of your comfort zone. Don’t like speaking at meetings? Go to a group where everyone is required to stand up and give an elevator speech. Do it for an extended period of time. Try new phrases, see what reactions you get. Experiment with new groups. Take the risk and grow.

3 – Revisit people and groups you haven’t been in touch with for a while. There are people who just fall by the wayside when we get busy with our work and personal lives. Go through your contact list and LinkedIn every week for a few minutes to identify contacts. Meet up with them, or attend a meeting where you haven’t been a regular for years.

4 – Travel solo. If you routinely go to events with two or three colleagues, stop. Go on your own, even when you don’t know a soul. You don’t need to network among people who you know. If you go to a charity dinner, get up from the table and circulate. Learn the fine art of introducing yourself if the person who you are talking with doesn’t introduce you to the people around him or her.

5 – Create a group of your own. Make it informal – pick ten of the most interesting people you know, and ask them to pick one of the most interesting people they know. Pick a date and an unexpected location. Maybe you have a great local museum, or a college alumni center with an impressive meeting room.

Networking is like a muscle – the more you use it, the better it works!

Are You Running a Law Firm or a Software Company?

We hear both sides of the story from colleagues and clients. And they are right to ask the question.

Software has not replaced the lawyer. We believe that as the wills and related documents created using online software programs begin to hit the court system, you are going to be getting a different kind of phone call.

“We did this ourselves online and it has created a lot of problems. Can you help?” will start to be a regular phone call you receive from new prospects. Law has never been a DIY project. Like dentistry or brain surgery, there are some things that you just can’t do yourself.

But on the flip side, software designed to make the estate planning law firm more efficient is making it possible for the practitioner to reach, retain and serve more clients with far better efficacy.

You don’t need to re-invent the wheel, which is the beauty of any document preparation system. With a quality legal trust and estate planning software program, you don’t have to. Ask us, we do have our favorites!

Add Customer Relationship Management software, the E2 CRM, and you’ve taken your marketing, client intake and client service to a whole new level. Your admins are not bogged down with mindless repetitive tasks. You and they will be able to manage a much larger case load while having better interactions with clients that are not centered on the “why did this fall through the cracks” conversation.

Yes, there is a learning curve.

It’s the same kind of learning curve that took law firms from electronic typewriters that produced one document at a time (can you even imagine?) to word processors. If you were practicing law during that transition, and some of you were, then you know the kind of quantum leap that we are talking about.

The possibilities for your law practice are endless!

Talk About Instant Gratification!

On Thursday, February 18, we added Patrick Smith’s lawyer videos to his website.

On Friday, February 19, his Georgia Estate Planning lawyer website came up on Page ONE of a Google search.

That’s right – in less than 24 hours, his lawyer video came up on page one, and his was the first video on the page.

We can’t think of a better example of the power of a good lawyer video!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We’re not going to tell you that we can guarantee that this will happen every single time. But we can tell you this – estate planning websites featuring professionally produced videos are powerful. If you are in a particularly competitive market, you can’t afford not to have a video on your website.

Is your website a video-free zone? Call James today at 877-352-2021 ext 80 to learn more about our video services.

How is An Estate Plan Like a Lawyer Video?

By Anneliese Krull

People CAN get their estate plans done using online forms, but they SHOULD hire a licensed estate planning attorney who can use his or her experience and knowledge to give them the quality plan they need. The same rule that applies to estate planning applies to lawyer videos.

You CAN make a video with your phone, but you SHOULD work with a skilled and experienced professional to make sure that your lawyer video is effective and best reflects your practice.

Here are five steps that go into making an effective lawyer video:

1. Scripting. A good script for online video should be conversational and not too long. One to three minutes is a standard guideline. Under two minutes is ideal.

2. Storyboarding.Before you shoot any video or record any audio, you will need to determine the shots or graphics required to illustrate the point. If you cannot get the shot or graphic, you will need to rethink your visuals.

3. Equipment. As you produce your videos, your equipment (microphones, cameras, lenses, editing equipment) can hinder you. They may not have the capabilities you need or want. Make sure the equipment you use was built to accomplish the job.

4. Settings. Cameras and audio equipment can only do what you tell them to do. You must set them up to perform specific to your needs.

5. Editing. The process of editing takes time and attention to detail as well as an ability to navigate editing software. If audio or video is not processed correctly in post-production, your final product will have distracting elements.

While general guidelines for these elements are available on several online forums, a trained professional will be able to create a video efficiently and effectively, providing you with a quality product that meets your specific needs.

Visit our website or call James at 877-352-2021 ext 80 to learn more about Integrity Marketing Solutions’ video services.

Do You Have An eBook, White Paper Or A Free Report On Your Website?

We have had many attorneys bring us amazing resources like eBooks and white papers that they have asked us to incorporate into their website. We often find that they don't really understand how these kinds of great resources work to generate leads and new business.

It's like when a prospective client calls your office for a Will because they want to be sure to avoid probate. Once you educate them – a critical part of why they need your help – they understand that a Will is actually a ticket to probate. That’s when they are ready for you to talk about what they really need.

So before we start adding any of these great resources to your website, let’s get a look at how they can help accomplish your goals: bring clients into the practice.

There are three primary reasons to offer these extra resources:

1. Attract New Visitors to Your Website
   The resource itself will not attract new visitors, but how you present the resource will. For example, we can build a landing page to promote and describe the resource, and link to the resource from social media, in a blog, an email or even a direct-mail postcard. All of these are great ways to get new visitors to your website, but they require planning and coordination.
   
   
2. Offer New Visitors a Baby Step Into Your Practice
   Calling an attorney is a difficult first step for most people. Even filling out a form to request a consultation can be intimidating. When these are the only contact methods on your website, you may be missing out on new leads who just are not quite ready to take such a big step. eBooks and white papers can help solve this problem. Requesting an eBook is a lot easier for prospects than requesting a consultation. Downloading that eBook can be the first step in a strategic process leading to an initial consultation.
   
   
3. Pre-Educate and Pre-Qualify New Prospects
   Some resources, like webinars or longer videos, can help save time by screening out unqualified prospects or preparing qualified prospects for a more productive first meeting.

Now that you know more about how these resources should work, here are the two most common mistakes you want to avoid:

1. Just Giving It Away
   If your eBook is stored on your website for anyone to download, it's not a first step in a process. Instead, it's just a dead end for both you and your prospect. You can't follow up with any of these leads, and what you did was actually direct people AWAY from calling you by offering a much easier path to nowhere.
   
   
2. Putting it Behind a Registration Form
   Putting online resources behind a registration form is about as effective as locking your front door with a wad of bubble gum. Why? Because resources stored on your website are not secure and can be easily accessed without completing the form. And even when people do fill out the form, there is no system in place to capture and act on the data or launch any kind of follow-up marketing.

These types of downloadable resources can work really well when they are incorporated into a marketing CRM like E2. With your resources safely stored inside a secure media library and not freely available on your website, new leads are captured in your database. Form submissions trigger the automatic, strategic follow up that leads to new business.

With the E2 CRM, not only do you know who is downloading your resources, but you can run integrated campaigns across all of your digital assets (your blog, social media, email marketing, etc.) right from within the CRM. And you can automate the follow up process to make sure you never miss another new opportunity.

What if you don't have an eBook, white paper or free report?

Then sign up for the E2 CRM right now! We are launching comprehensive plug-and-play content marketing campaigns you can license for your own use. These campaigns include videos, eBooks, infographics, surveys, and a proven content marketing strategy.

But you can't get them unless you have the E2 Marketing CRM!

Want to learn more?

Go ahead and download the E2 CRM brochure.

Then call James to upgrade your marketing with the E2 CRM. And don't miss out on another new web lead!

Strategic Planning Retreats – Why They Work for Law Firms

Corporate America has long relied on strategic planning retreats and millions of dollars are spent every year bringing teams to conference rooms and retreats to launch new initiatives, train team members and brainstorm.

What does that have to do with an estate planning law firm? More than you might think.

For one thing, everyone benefits from time away from the office where the only priority is focusing on the bigger picture. With no distractions, ideas flow more freely.

Being out of the office creates a bond among people who work together. Someone who doesn’t usually speak up may feel more comfortable with the presence of an impartial facilitator. You might be surprised at the talent working right in front of you!

Taking a step back from the day-to-day activities of the office allows everyone to get a big picture view of the practice. What are your short and long term goals? What is your brand, and are your marketing messages aligned with that brand?

A strategic planning retreat requires planning and process. To achieve real results takes hard work and a lot of planning. At IMS, we have developed a guided process that is tailored to your firm’s specific needs. Our planning for your retreat starts long before you and your team walks into our conference room.

Best of all, the final results of your strategic planning retreat keep paying dividends long after you return to your office. Clients who attend our retreats consistently tell us that they achieved actionable results and their law practices benefit in many ways.

Can a strategic planning retreat help your practice? Call James at 1 (877) 352-2021 x80 to learn more.

What’s The Story about Storytelling?

We all know natural-born storytellers. Our dentist always has a few good stories to share, adding a chuckle and a smile to even the most routine office visit.

Many lawyers use stories to illustrate the best and worst possible outcomes for commonly-encountered estate planning situations. They are careful to change the names and leave out details to avoid revealing confidential information, but the narrative format is far more compelling than a list of statutes.

Through storytelling, clients gain a better understanding of their situation and in many cases, are more comfortable moving forward, knowing that there are others facing the same challenges.

How can you harness the power of storytelling for your practice?

Your own personal story is the central focus of your lawyer video. Maybe you had an experience with a family member, good or bad, that made you decide to dedicate your professional life to this practice area. Or maybe you were in a related field and decided to go to law school so that you could help individuals and families with legal issues concerning estate planning and elder law.

This is a highly personal area of the law. Sharing your story makes you more approachable to clients.

What other ways can you use storytelling?

You can share your story on your website, making your “About Us” page more engaging to visitors.

When you speak in public before consumers or other professionals, open up enough to let them know not just what you know, but who you are. Professionals used to be very stern and serious with their clients and patients. Today you are more likely to impress clients with your candor and openness than with an old school detached and completely unemotional manner.

Remember to strike a balance, not a pose. You can share your story and be your honest, authentic self without losing your professionalism.

The concept of storytelling as applied to marketing is not new, but it has grown in popularity in recent years, in large measure because it works. What’s your story?

Do LinkedIn Endorsements Actually Matter?

By Kelly Myers

We’ve all been endorsed for one skill or another on LinkedIn. Most people don’t fully understand what LinkedIn endorsements do. Sometimes people even get endorsed for a skill they didn’t know they had from a person they’ve never met. This raises a number of questions:

• Should I leave the endorsements on my profile?
• Can I edit or delete these endorsements?
• Do I need to be in contact with those who endorse me?

Let’s crack down on what LinkedIn endorsements really mean.

The results are in and….. LinkedIn endorsements can be of benefit to us and ultimately lead to referrals or recommendations. Endorsing someone for a skill is easier than taking the time to write a recommendation, which is why so many users do it. However, if you want to get more recommendations, try reaching out to someone who endorsed you and request a recommendation. Odds are, the endorser already thinks highly enough to endorse your skills that they would take the time to write a recommendation if prompted. Tip: If you’re seeking an endorsement or recommendation from someone, it’s a good idea to endorse them back or be prepared to write them a recommendation too.

Fear not! The stranger who endorsed you for Estate Planning may not be so random after all. LinkedIn only allows first-degree connections to have the ability to endorse you. The more people you’re connected to, the more possibilities there are to reach a potential client or referral source. You are likely to be connected with someone who doesn’t directly know your work, so it’s ok to expect some endorsements that come out of nowhere.

To hide or not to hide? There are some endorsements that you can (and probably should) hide. While skills can’t be deleted, you can hide the endorsed skill from public view. Suppose you were endorsed for ‘Cake Baking.’ While it may be true that you can whip up a delicious treat, Cake Baking isn’t a skill that potential clients or referral sources care to know about when they’re looking at an Estate Planning or Elder Law attorney. In order to remove this from your profile, simply find the ‘Skills and Endorsements’ section of your profile, click ‘Add Skill’ and click the ‘X’ next to any skill you don’t want to be seen. LinkedIn endorsements can't be edited or deleted, only hidden from viewers. LinkedIn simply does not give a user the option to edit or delete.

At the end of the day, LinkedIn endorsements don’t need to be monitored constantly, but they shouldn’t be ignored. Take a few minutes to review your LinkedIn profile and manage your endorsements. If you have any questions, feel free to submit a support ticket.