Andrew Stickel

The question

“I’m looking for a service that can call leads and connect them with my firm immediately after they fill out a lead form online. Does a service like this exist?”

My answer

I think there are a few of them. We personally use LeadOwl for my clients. We run Facebook ads for a lot of different law firms, and we run ads for car accidents, for bike accidents, for divorce, and… We’re doing so many different ones. We’ve also been generating really cheap cases for PI.

LeadOwl

Here’s what we do: we run Facebook lead ads directly to a service called LeadOwl. That’s LeadOwl — it’s Lead and then Owl, like the bird. It goes on your phone and it ties directly into Facebook ads.

So the second a lead comes in, you get a notification on your phone that says you’ve got a lead. And then what you can do is you can touch it on your phone, and then it’ll open up the lead and with the touch of a button, you can hit “Call” or “Text Message” or “Email.”

The importance of speed

Now, the reason this is important is that if you’re running Facebook ads and you’re running direct lead ads, it’s absolutely essential that you get back to them as quickly as possible.

Because you have to remember, when somebody’s on Facebook, they’re scrolling through, they see your post, they watch your video, and they read your ad. They click “Contact me,” they fill out the form, and then they move back on with their life.

So you’ve got to make sure that you get in touch with them in 5 minutes. You got to get in touch with them fast. So what’s cool about LeadOwl is that you can install the software on an unlimited number of phones. That way, you can have it on your phone, your partner’s phone, your secretary’s phone, your assistant’s phone, and you can have it on whoever’s phone. So whenever a lead comes in, you can make sure that somebody answers it.

The benefits of canned text messages

Or you can text them and start a text conversation if you want. And what’s cool is that you can save canned text messages. If you’re in court, you’re obviously not going to pick up the phone, but you can pull out your phone and you can hit “Text Message” real quick.

You can use that canned text message, so you don’t actually have to type out a text message, and it will still contact that lead. It’s super important that you get in touch with leads really fast.

More about LeadOwl

I don’t know what other services are out there. The one that we use is LeadOwl. All of our clients are on it. Everyone seems to like it. I don’t have any affiliation with it. But I do know the guy that runs it. Dan Henry is the one that owns it.

If there’s any other lead service out there, let me know. Leave it in the comments below. I’d love to check them out because LeadOwl is all I’ve ever seen, and it works great.

The question is, do you recommend repurposing your videos to places like AVVO and other places like that, and the answer is yes, absolutely.

My Repurposing Strategy

I repurpose my videos everywhere because you’re creating the content one time, and then there’s no point in doing it over and over again. It’s important to basically get that content one time and then put it in a lot of different places.

And this is actually something that I coach. I don’t know if anyone knows this, but I actually do coaching for lawyers. If you go to call.andrewstickel.com, you can set up a time to talk to me about coaching if you’re interested in that.

Here’s How It Works

So what I do is this: I record a video and then I send it out to my team, and my team syndicates it to Facebook and YouTube and LinkedIn. It goes to my email list, and it goes to all these different places.

But we also upload it to rev.com, and we get the transcript, and then we send it to a writer and we have the writer turn it into a blog post. So, then we can put it on a blog, and we can put it in all these different places. So yes, I’m using this one piece of content and I’m putting it in a lot of different places.

My Upcoming Podcast

Another thing you’re going to see very soon is that I’m actually about to launch a podcast and a part of it is going to be repurposing the audio from this Q&A. This lawyer marketing Q&A is going to turn into a weekly podcast that I do. It would be a law firm marketing question and answer podcast.

Of course, there’s no point in answering the same thing over and over again.  I’ve got to be as efficient as possible with my time, so that’s why I recommend repurposing everything. I get it transcribed and I turn it into a blog post. I probably could do even more than what I’m doing with it.

What You Should Do

Upload it anywhere you can. AVVO is a good place for it, but here’s another thing. AVVO has all those questions and answers, just like Quora. Quora has a ton of questions and answers. What you can do is you can answer questions there and then repurpose that content in other places.  

Basically, anything you do for one platform, you should also do for a lot of different platforms. Make sure to get as many legs or as much mileage as possible.

The question

What is the best way to retarget potential clients after they’ve visited my site? 

My answer

All right, so it depends on what type of ad you have. If you have a Google ad, it will not allow you to retarget for things like criminal defense or family law. At least that used to be the case. I don’t know if that’s true anymore. 

The problem with retargeting

But basically, they’re not going to allow you to retarget for categories that you wouldn’t be comfortable searching for at work. 

So if you got arrested for DUI, you probably wouldn’t be comfortable searching for that while you’re sitting at work. So Google AdWords is a good way to do it. You don’t have to spend a lot of money. You can spend 5 or 10 bucks a day.

Consider display ads

And even just running display ads, I don’t think I would run a search network or whatever it’s called, the search ads as remarketing. But display ads for sure, because now you’re going to get really cheap eyeballs on you, for pennies, and they’re going to keep seeing you over and over again.

Facebook and social proof

On Facebook… definitely, do retarget on Facebook. And Facebook’s a little more lenient. You can do the DUI stuff and family law stuff on Facebook. But what I typically do with remarketing is that I try to run a lot of social proof because they already know who you are. 

How social proof helps

So if I have video testimonials, I’ll run video testimonials. I’m talking about what a great job the attorney did. Or I use other types of social proof. That usually works really well. 

Social proof works because they already know who you are. They’re sitting on the fence and you just have to keep throwing rocks at them to get them to fall off the fence and hire you. So just use social proof.