attorney marketing

Bankruptcy Law Firm Advertising Suggestions That Apply To Attorneys

A Message To Lawyers Afraid To Post Videos

How effective is Google AdWords? Google AdWords is one of those funny things where a lot of people make the mistake of running very basic Google AdWords ads. They have their website, which is probably optimized for search engine optimization, and they just run a basic ad.

Common AdWords Mistakes

For example, if you’re a personal injury attorney, what ends up happening is that you create an ad where you’re targeting a lot of different personal injury related keywords. They fill up an ad with a lot of different keywords that target personal injury. They’ll throw it to the homepage where they say they do car accident, personal injury, and slip and fall.

The problem with that is the way Google works. Google is looking for the best possible result for the searcher.

If you can make sure that every page that you have is specific to the user’s search query, then you’re going to get a lot closer to satisfying their new quality scores. Pretty often when your quality score goes up, your cost per click goes down.

Another AdWords Problem

Now there’s another problem though. If you have a website, you’ll send them to your car accident page if you’re trying to get car accident cases.

Now the problem with that, especially with our sites, is that when we build a website, there are three things that we take into consideration when we’re building any website.

Three Conflicting Priorities

First of all, there is the design element which is how the website looks. But everyone has different tastes, so we always have to keep that in consideration.

The second thing is the actual search engine optimization. How are we going to make this website perform in a way that Google loves?

The third thing is conversion rate optimization. That means when people get on the website, how are we going to compel them to pick up the phone and book a consultation or fill out the contact form?

The problem is that all three of these elements are in direct competition with one another. If you make a website that looks absolutely amazing, it will perform horribly in Google and nobody will call. Have you ever seen a website with sliders where the picture keeps changing?

How To Solve This Problem

We call them conversion killers because although they look nice with these beautiful pictures, they don’t work. They just absolutely destroy your conversions. One thing you want to make sure of is that your landing pages for Google AdWords are only designed for conversion and design.

This is nice because you can get rid of the search engine optimization. There are a lot of search engine optimization elements that just absolutely destroy conversion rates. So, you need to create dedicated landing pages for your Google AdWords campaigns.

SKAG To The Rescue

There’s also a strategy that we use that most people don’t use because it’s a ton of work. It’s called SKAG, and what that stands for is single keyword ad group.

What that means is that you’re doing a lot of work for a single keyword. If your keyword is personal injury lawyer, you’re going to create a landing page that is dedicated only to personal injury lawyer, and not attorney, not law, not law firm, not lawyers, plural.

Then, you’re also going to have a single keyword ad group. The ad group on Google only focuses on this one keyword. The reason for that is because when you do that, you can have an ad group that’s highly dedicated to a topic and it goes to a landing page that’s highly targeted to that topic as well.

That allows you to get a really high-quality score. It also allows you to match the searcher’s query really well, and it keeps your costs down.

It’s a lot of work, but it’s the best way. When you use strategies like that, Google AdWords can be very effective because your costs aren’t going through the roof.

We have a construction accident attorney and last time I checked, it’s like $350 for construction accident keywords in New York. It’s unbelievable how expensive it is. When you take extra steps like that, when you aren’t lazy about it, you can get really good results with AdWords.

AdWords And Phone Calls

The other problem I have with AdWords, which I hate, is that you get a lot of marketing phone calls that way. That’s because marketers are trying to get personal injury attorneys.

They say, I know these guys are spending $150 a click, so I’m just going to go ahead and click on their ads and then I’m going to go and call them. We see a lot of that also.
What We Do

I try to avoid AdWords. However, sometimes we need AdWords to get clients for some of our clients. For example, if we have a campaign that’s not going right or if it’s a client that just started with us.

When we need to give them some leads, we’ll do AdWords sometimes and it works pretty well. That’s a very long way of saying that if you do AdWords campaigns correctly, they’re effective. If not, you’ll probably waste a lot of money.

ClickFunnels is really good for funneling people into the one place where you want them to go. On a website, for example, you’re going to have your “Home” button. You’ll also have “About Us”, “Practice Areas”, and “About Our Firm”, and “Blogs”, “Read Our Reviews,” and so on.

There are a lot of different places where people can leave your website or just go to different places. It’s really good for information. But ClickFunnels is for creating something that is designed to get people to take a specific action.

How ClickFunnels Works

So, if I want you to get your email address or your phone number, ClickFunnels has only two options — you can either enter your information or you can leave. You can’t click on Home, and you can’t click on all these different places.

So ClickFunnels is really good for lead generation because it focuses on them. It’s like people have ADD or ADHD.

ClickFunnels is good for getting rid of all the distractions and putting front and center what you want your visitors to do: “Enter your email address to get this free guide.” And then it works its magic. So ClickFunels is really good for capturing leads.

You could build a website out of ClickFunnels too. I think that the ClickFunnels website is built on ClickFunnels, but I believe it’s only a one-pager or so. A website and a funnel are really two different things.

The Question

I’m a B2B attorney. How can I use social media to attract more clients? My ideal clients are business owners or senior leadership team members of clinics, hospices, home health organizations, nursing homes, standalone ER’s, et cetera, who want to manage their legal risk when taking on new patients.

My Answer

Your ideal clients are basically medical professionals. Not doctors, but basically people that run medical facilities. 

Figure Out Their Biggest Worries

The first thing you need to figure out is what are they concerned about? What keeps them up at night? Because when you figure out what keeps them up at night, you’re going to strike a nerve. 

It might be the same thing for every single one of them, though between a medical clinic, a hospice, a nursing home, or an ER, they may have different issues that they have worries about. 

So you need to figure out the biggest worry that they have. If it’s something that could be tied to a fear of loss, that would be good. Loss of a lot of business, loss of a license — that would be really good. 

Create A Piece Of Bait

Then you create content, a piece of bait. That bait can be video or a cheat sheet. The  cheat sheet is my favorite, and video is my second favorite. 

So you can create a cheat sheet they can download, or you can do a video that talks about “How all nursing homeowners can avoid this one thing.” Or, “Three ways hospice directors can prevent this thing from happening.” 

Whatever they’re worried about, just create that content. The other way you can do it is with a blog post on your website that is pixeled, so you’re creating a list that way. 

Run Targeted Ads

So you create that content and then you advertise the solution to the problem that they have. The way it works is you run ads and you use Facebook targeting and if it’s a hospice, you can target hospices. 

Or there are probably organizations like “National association of hospice” or “National association of hospitals.” Start looking at what the professional associations are. If it’s a very large hospice or a very large hospital like Orlando Health, you might be able to target people that are interested in that, or even have that as their employer. 

But first you need to create some content that is directly solving or directly addressing the issues that keep them up at night, the things that they’re most afraid of. Then you advertise the solutions and put those ads in front of the people.

Aim To Capture Their Email

The reason I like email best is that if you offer a free cheat sheet, the hospice director downloads it and then they get your value. But then, every day, you send them another email, and this all happens automatically. 

This is exactly what I teach all the lawyers in my coaching program how to do: how to basically automate this entire system so that all you do is run a Facebook ad and people get into your world. And then, ten, fifty emails later, they can’t live without you. 

What I Do

It’s literally what I do. Most people in this Facebook group are on my email list and if you’re on my email list, you get an email from me every single day. It all happens automatically. 

I don’t send any of those emails but they’re basically the way that I get people in and my business is business to business as well. My market is attorneys, so I figure out what attorneys want, and what they want to avoid. 

So my cheat sheet that I use for my free bait is, “How to get more law firm clients without losing time and money or getting screwed by a marketing company” because that’s what most attorneys can relate to. 

How It Works

So, they download that, then they get on my email list, and then, somewhere around email 50, 60, 70, they eventually reach out and they say, “Hey, how much does it cost for you to do all my marketing for me?” It works really well. That’s how you do it.

So you just figure out their desires and the things that keep them up at night. Create something that answers that. Don’t advertise yourself. If I would have advertised myself and said, “Hey my name’s Andy, and I can be your search engine optimization,” chances are you probably would not be watching this video right now.

That’s because you would have never clicked on my ad or downloaded my cheat sheet or joined my Facebook group or anything like that. Because you have to remember, nobody’s really interested in hiring a lawyer. They’re interested in the benefit that hiring a lawyer brings. So, that’s the way that I would do it.

What is the best software to record my screen and show me at the same time in my videos?

The Software I Use

I use a software called Screencast-O-Matic. It’s a free software, but there’s also a $99 version, which I have, I think it’s $99 a year. And I don’t remember why it’s $99 a year, but I know I paid for it for some reason.

I use it constantly, and not only the videos. You don’t have to either. You can do it so that you don’t record yourself. You don’t have to show yourself.

Another Use for The Software

But whenever I have instructions for my virtual assistants or even for my regular assistant or anyone else, I always do screencasts.

Another Option

There’s also a Chrome plugin called LOOM. It’s free and you can use it to do that as well. But I use Screencast-O-Matic. But either one will work. It just depends on what you need.