Unlocking the Secrets of Effective Marketing Strategies to Attorneys

This week we're going to discuss the secrets of effective marketing strategies to attorneys. So how do you get more attorney clients, basically? And I think having a plan in place is one of the best ways to tackle this issue. So even if you don't have any, that's where it's gonna be a little bit harder, 'cause attorneys do work on referrals. But I can tell you, I started out with one attorney client that actually came through a funnel for me through the, uh, ProAdvisor page, which I get zero pingback on that now. But in the time that I got my first client, I was getting a bit of clients through that. And I have not built my practice on referrals. I have gone a different route, basically because I'm not in an inner city and I'm not in a place that has a lot of clients where I'm not in a city where, like Sarah is in Portland, where there's a lot more people, more— Yeah. More attorney clients out there. I'm in kind of a rural town, so trying to find clients in that fashion is a little bit more difficult. Although you could use the method of maybe putting yourself out there and going in front of the Bar Association, letting them know what you know, helping them learn trust accounting, and in turn it might— you might reap the benefits of using that as an effective marketing tool. So I think the first thing you should do is to maximize or optimize your online presence. So what does it look like if somebody was searching and found your website? That's the first stop. A lot of times I'll ask this question in the Law Lab and find out that the websites aren't that good, or at first glance it looks like they don't work with attorneys. They work with anybody, and I want someone looking at your website to see within 2.5 seconds that you are in fact a bookkeeper or an accountant that's experienced with working with attorney clients, that you work in the legal industry, and then that is your, uh, your niche or specialty. And that's what puts you and rises you above any other bookkeeping firm. So that's one of the primary areas is really getting your website optimized to show that. But also your social media. So you want to create a brand. You want that brand to look like, for example, you see the Law Lab. You'll see that, that logo all over the place. You want to get a great logo, one that stands out. Get that in a color scheme that you can use on a white picture or a dark picture, something that you're gonna be able to pull out and see it really easily. Make it simple. Don't try to get too fancy with your logo. And it's something you want to carry throughout all the messaging that you do. The way I did my social media, and this is just one effective method, was I started creating videos, and I started creating videos to help people, lawyers, learn how to fix their trust accounting, understand advanced client costs, and things that I knew that maybe my potential clients would struggle with. So I was giving away the store. Basically, I was giving my knowledge to them for free, with the hopes of giving them a sense of my intellect, my knowledge, getting kind of familiar with me before they've even met me. I've had multiple clients, potential clients or clients, come on a meeting with me, and they're like, oh my God, that's your background. It's really you, because they had seen all my videos. So they had watched a lot of my videos, and they were comfortable with meeting with me. It was kind of like I was almost like that rockstar quality because it's like, oh, I've been watching all your videos and this was really helpful that I'm getting to meet you in person. That's definitely a way you can do it. So starting to blog post— blog posting not only will help you let the client know that you know your stuff, but also every time you create a new blog post, you're refreshing your website in the background. So take a moment to think about it. Mm-hmm. How long has it been since you've updated your website? If it's been a while, you probably want to do that too, as well as update your homepage, update the associated pages. If you have landing pages for specific— yes, for specific practice areas, you want to make sure you update all of those. You want to keep your website— That actually should be It's first impression that a client gets when they're searching for you. So make sure that it's your billboard, right? So make sure it looks presentable. It looks— doesn't look old-fashioned. It doesn't. It's easy to read. The colors are easy on the eyes. The, the lettering is easy. It's simple. You're not getting fancy with your fonts or anything like that. Those are things you really want to look at, and if you can afford it, hire somebody. To do it. Nothing's worse than a Wix website, uh, or a handmade built one. Is it better than none? Yes. But if you could find maybe a WordPress site, I use Kajabi, you could use any of those. I had WordPress for many years and it— there's a learning curve, but you definitely want to have a good website. It's really your first impression a client will get when they find you. Then you start to create these blog posts, add a video. So video is so important. You want Google, Google to see you, and Google is where everybody searches. So you want Google to see you. You want to be associated with keywords. You want your content to be associated with these keywords so that your name keeps popping up, popping up when they're searching for something on the internet about law firm things. You want them to stop— start popping up. You want them to start seeing your name all over the place. That's organic marketing, but it works. It's effective. The drawback is, is it takes time. Get your name out there. So you really want to get your name out there. Let everybody you know close to you that you do this and that you're working with only with attorneys and that this is your specialty. The more you get the word out on that— we had this discussion at the Law Lab, like, which is the best social media site? Well, the one that you're most comfortable in, for sure. I actually share my posts to Twitter, to LinkedIn, to Instagram, to Facebook. But you could pick one and just get really good at it. If you pick LinkedIn, use their features. So with LinkedIn, you may want to use their newsletter, use their live. Then it becomes their content, and LinkedIn likes that. It's, it's definitely a place you wanna look to really investing some time in because attorneys are there. So that's a good spot. Twitter's another one. But if you're gonna do Twitter, you're gonna have to be more active more often. So shorter bursts of content more often. It's more thought leadership style, like asking questions, stating facts, throw in some things that are personal about you so that it makes you not look so stiff that all you're doing is constantly giving posts out about topics, which is what I do. Start to— if you really want to really nail down Twitter, you really want to show your personality there. You know, maybe you got a dog, show a picture of your dog or ask questions. You a dog or a cat person? Something that will engage people into communicating with you. With Instagram, it's a lot about the pictures. TikTok, also another place you could start to be in front of. Don't forget, a lot of these places for social media have different various amounts of people following. Facebook's got the biggest following. So you may want to invest some time in Facebook just to generally— it's got such a big audience. It's not dead, as you might think. So you might want to start to put your content in Facebook. Make sure it's different than the content you share in LinkedIn. You just wanna change it up a little bit. They don't like it when you share across platforms. If you are going the route of working with the law firms and maybe getting in front of the Bar Association, join the local bar, join a BNI, get yourself in front of that and see if you can advertise yourself there. Start referral process. Once you get one, ask for more referrals, or see if there's a way you can get in front of more attorneys. Where are they going? Can you hang out there? I saw a cute post inside of Facebook where somebody went back, hang out at the bars that they come out of. And I thought, wow, I don't think I would be able to just go to do something like that. But hey, that worked for that person. So there's so many ways that you can find to market yourself depending on your personality. Maybe you don't want to share your face, but you want to share video. It's okay. I've been told, though, sharing your face and sharing your knowledge and sharing, it connects that person to you. So you're not connecting to the business, they're connecting to you. And from my, from my experience, that's been definitely one of those things. I've seen people create Facebook groups and then invite in other attorneys so that they can share what they know inside. But then also you're sharing what you know and then might make you in more demand. Or a LinkedIn group. Just a few options, just a few thoughts. So there's an article that goes along with this video and it's got more detail of how to step by step lay out a strategy with goals and objectives and a budget and taking time to look at competitive analysis. So it goes really deep. So definitely look there. If you want to engage in conversation with me, feel free to reach out on social media or join the Accountants Law Lab. We can talk one-on-one on Fridays. So I hope this is helpful. And until next week, bye now. Bye.