Content

EP 114 – Best Of Legal Mastermind Podcast Vol 2

This week’s show is the Legal Mastermind Podcast’s Vol 2 featuring guests: Michael Mogill, Harlan Schillinger, Ken Hardison, Elsie Buie, and Mike Morse.

On This Episode, We Discuss…

  • investing in Social Media can Benefit Your Firm
  • Using Zoom and Other Virtual Meeting Spaces During COVID-19 
  • Giving Value in What You Do
  • Importance of Approachability as a Lawyer
  • Finding the Most Success in Finding the Right Hire

EP 113 – Best of Legal Mastermind Podcast Vol 1

This week’s show of the Legal Mastermind Podcast is the Best of Legal Mastermind Podcast Vol 1 featuring guests: John Warrillow, Tangi Carter, Joey Coleman, Kwame Christian, and Michael Gerber! 

On This Episode, We Discuss…

  • Recognizing Social Injustice and What Constitutes Action. 
  • Having an Interest in Selling Your Practice
  • Correlation in Quality of Clients and Raised Prices
  • First Steps to Take in Separating Yourself from Your Business

EP 110 – Sachin Bakhai – Top KPIs Every Law Firm Should Be Tracking

Sachin Bakhai is the Founder and CEO of LawKPIs, a company that assists in helping law firms grow, be more profitable, increase billable utilization, and focus on their best-fit clients. Visit LawKPIs here: https://www.lawkpis.com/

On This Episode, We Discuss…

  • Top KPIs Every Law Firm Should be Tracking
  • Best Practices
  • Helping Law Firms in Need of Advanced and Custom Reporting Solutions.

EP 108 – Lisa Gonzalez – What The Heck is EOS?

Running your business on EOS can change your life. Lisa implemented EOS and experienced the benefits for her business and now is a full time EOS implementer.

Before becoming a Professional EOS Implementer, Lisa was a business lawyer, specializing in employment defense law. Two decades ago, she joined her family’s business, a remodeling company. The company expanded across multiple states. She now spends her time helping other businesses implement EOS

EP 102 – Chase Williams and Ryan Klein – Insight on Podcasting and Discussing 100 Episodes and Beyond

Podcast co-hosts, Chase and Ryan, are back for a special episode to discuss the first 100 episodes of the Legal Mastermind Podcast and how they got to this point. If you have any questions regarding podcasting or how to do any of the aspects that were discussed on today’s episode, please reach out to chase@marketmymarket.com or ryan@marketmymarket.com.

On This Episode, We Discuss …

• Establishing Your Why of the Podcast
• Follow-Through and Consistency is Key
• Finding Your Niche to Motivate You and Get You Excited
• Ensuring Your Guest Feels Comfortable

EP 92 – Eric Bersano – Is Mass Torts Right for You and Your Firm?

Eric Bersano is the Vice President of Business Development at Market My Market. Eric has been in the legal marketing industry for quite some time and focused specifically on mass torts for the past 10 years. If you would like to reach out to Eric with any additional questions, please email him at eric@marketmymarket.com or you can call him on his cell phone at 310-889-8777.

On This Episode, We Discuss …

  • How To Decide Which Mass Tort You Should Pursue
  • Who Is This a Great Fit For?
  • The Best Mediums for Getting the Best Cases
  • Finding a Firm to Partner With
  • Biggest Pitfalls in the Mass Torts Process

EP 90 – Joey Coleman – Never Lose a Client Again – The Distinction Between Customer Experience and Customer Service

Joey Coleman is a former criminal defense attorney and Author of Never Lose Another Customer Again: Turn Any Sale into a Lifelong Loyalty in 100 Days. Joey has since been helping organizations retain their customers and is now a full-time speaker, writer, and consultant on customer experience. To learn more about Joey and his many ventures, visit his website at https://joeycoleman.com/ . The 3 Free Chapters can be found on Joey’s website here by selecting “Get 3 Free Chapters”. For a copy of Joey’s complete book, check out Amazon or visit your local bookstore.

On This Episode, We Discuss …

• Proactive Behaviors versus Reactive Behaviors
• How Lawyers Can Make an Emotional Connection
• Efforts to Maintain Relationships After the Case is Over
• Difference in Thoughtful Gifting
• Retaining the Client Following “The Chase”

EP 83 – Lauren Osborne – Utilizing SEO to Build Up Website Authority and Content

Lauren Osborne is the Business Development Officer at TLD Law and has been with the company for about 2 years now. TLD Law is a full-service firm that will be celebrating its 60th year in business in 2021. Lauren works with the partners individually to develop their specific practice areas – they have a few different areas that they cover. Previously, Lauren worked with a CPA Firm for about 11 years before joining TLD Law. If you are interested in getting in contact with Lauren, you can email her at losborne@tldlaw.com

Different Strategies for Approaching B2B and B2C Content

In terms of B2B and B2C practice areas, there are definitely different strategies for the consumer side versus the business side. On the consumer side, they have to be more specific to make sure that people know what they are working on. On the business side of things, you want to target the client who is looking for the specific services that you are offering. Lauren tries to get very specific with her partners in this area to write specific content and make it clear what areas of specialty are offered. 

Lauren uses SpyFu as an inexpensive way to search their website URL and see what keywords people are searching for and maybe finding your site. That is one way to cater to content development, but another thing that she does is go to Google Analytics and find out the top page that people are visiting on your website. She went into the blog post and linked to some newer material on their website and now the traffic has picked up even more.

Should Attorneys Be Writing Content on Their Website?

Lauren has found that her specialty is not in writing content, so she has found that it is helpful to get the attorneys that are writers or may be more inclined to business development activities. For those that may not be writing, she will work with a writer that will then give that attorney a call or interview him on a topic that he has selected or is interested in and they will have that article done in a day in some cases. It is a combination of attorneys writing articles and an outside writer. Outside writers bill at a much lower rate than attorneys do and they are much more reliable in getting the content out. 

If clients are asking questions, then other people have those same questions as well. In-house professionals wear a lot of hats, so she did get a lot of pushback. When they saw how easy the process was to work with a writer and how cost-effective it was, that changed the conversation. The accountability factor is key. 

Metrics to Measure Content Effectiveness

Lauren has noticed that when new content is being posted, numbers on Google Analytics sky-rocket. Obviously, it will send a lot of traffic to the website. She is just looking at how many people are landing on specific parts of the website and trying to focus on those pages and practice areas that are getting a lot of hits. If she is getting results in one specific practice area, she might go back and just focus on creating more content in that area because it is working. 

Another thing that Lauren does when she is searching for topics to write about is going to Google and begin typing in questions and it will populate the rest of the question and give you examples of questions that other people are asking. Oftentimes they will answer those questions in a blog article and you are helping people that have those questions and may not have found the answer they were looking for. One resource that Lauren uses quite a bit is Neal Patel. She watches all the videos that he sends out regularly and has found a lot of value in his information. Whenever he sends out a new tip or trick to try out, she puts it to work on their website.

EP 77 – Michael Bond – Embracing Social Media and Gauging Your Share of Media Across the Internet

Michael Bond is the Senior Media Director at Blattel Communications. Michael has been involved in legal marketing now for 15+ years. He has held several in-house positions in New Jersey as well as California and transitioned to Blattel Communications about 10 years ago. Blattel Communications meshed well with what Michael loves in life, which is media. He enjoys pairing what he loves doing with his job. 

If you are interested in learning more from Michael, visit his website https://blattel.com and find him on social media or reach out to him on LinkedIn at https://www.linkedin.com/in/michaelabond/ 

Getting In Front of Your Clients Through Social Media

The professional services realm is one of the slower realms to adapt to changes in the marketplace – particularly media trends. In the B2B world, finding content and finding value can be challenging. It is finding the right ways to package thought leadership on the right channels. We are in a universe now where you have a viewer and multiple channels in front of them. There are normally several channels going on at the same time. For law firms, it is important to find that visibility. When the pandemic happened, specifically the shut downs, screen time use went way up. The reason is simple – we did not have a physical connection, so humans were looking for more connections and social media is one venue to do that. There is real value for the law firm, for that professional services firm, to be in your feed as you are going through it. It is a way to inject some personality, keep the law firm’s brand relevant, and to appear in the feed when followers are scrolling through for new pictures and new stories.

There is a lot of information that needs to be brought to clients quickly – a lot of it was about getting critical knowledge out there to a wide range of individuals from small business owners to very large businesses. You need to tailor your content so that it remains relevant while also keeping it visible using those social media channels. The world is different and it is changing every single day and sometimes that poses a challenge. That challenge, though, was met by the advantage and the immediacy of social media because you are constantly getting that new wave of content up to the top and these channels are optimized to keep the eyes on them and that’s why you are seeing that screen-time increase. So, it’s a good way to get in front of people, it’s a good way to ensure that your clients and your potential clients are getting the right information at the right time.

Gauging How You Are Doing Relative to Other Firms

All metrics are not precise. They are subject to interpretation. If you don’t have the tools to put that together, you can use just a rudimentary Google search to search for your competitors and go under the Google News tab to see where things are showing up. Another thing that is important to consider here is to be able to parse the quality of what you are getting. You should be able to look back at how many hits you had, the ad equivalency, how many people read those articles, etc. Aside from specific issue campaigns, there is also a block-and-tackle which is still very important. You need to have a comprehensive strategy in place. 

Understanding What Metrics You Need to be Looking At

With each client being different and each attorney or professional being different, one of the keys is that we do not want to fall into the trap of seeing something that has an issue of a lot of media potential but no business development behind it. One of the ways to overcome that is by really having those conversations one-on-one, in-depth with marketing departments and also with the professionals that they are working with. What is the shared definition of success that you are going for? There are so many aspects. They can leverage the content in a way that will be very beneficial. It is a formula that is proven, but it is more qualitative than quantitative. Michael and his team try to coach people to become well-rounded individuals who are self-promoters, that are trying to make sure that the things they are writing are reaching a wide audience. You are reaching your shared definition of success, but you are also reaching that level of a business development success and that’s really what we’re all after here. At the end of the day, the efforts are really focused on business development. There is a level of brand stability that you need to be thinking about, especially during a challenging time in terms of the economy and visibility overall.

EP 74 – Chase Williams & Ryan Klein – Strengthening Your Content Strategy to Be Consistent and Excel in Performance

How to Find and Write Great Content Topics

The common recommendations for most firms is at least 4 pieces of content per month. It feels like content has turned into this monotonous, arbitrary, unexciting thing that you have to do to get into the good graces of Google. Researching content is important – not only what’s trending and what has volume, but what is going to get you people that want to retain you for legal services. We do use Google News quite a bit to see what is trending, but we want to couple that with what people are searching for and where they have intent. People ask questions on Avvo all the time – those are great topics and those are trending topics as well. We have actually used forms and message boards and even social media to find trends. People like to ask their community legal questions and sometimes they are very interesting and very unique. 

There are multiple reasons why blogs are bad – it could be because the writers are trying to write for search engines and the keywords or call to actions are not helpful. Back in the day, that used to work but unfortunately, it does not work as much these days. You want to verify your traffic by using a tool – we like using SEMRush as a way to verify the potential traffic. Related keyword searches are also helpful. It can help to push some ideas in different directions just by typing into Google and see what specific searches are auto populating. Another thing that works is competitor research. If you know your competition, which most lawyers will know in their respective markets, then you can determine who is doing an outstanding job. There really aren’t too many situations where someone ranks high for keywords and they aren’t taking their blogging seriously. Those that are having success online typically do a good, thorough job with their content as well. If there are any opportunities where maybe they have written about a topic but might have fallen short and you think that you can write it better or elaborate on it, things like that definitely work. 

Other forms of content that do well on a legal website besides blogs are granular service pages, case overviews and results, FAQ pages, geo-specific pages, transcribed content, long-form articles, testimonials and reviews, other types of blogs, checklists and tutorials, and ebooks. All of these things are ways to create great new content, be consistent, and diversify and switch it up so that you are able to continue to be consistent with your content strategy.

Understanding What People Are Searching For

Google Search Console is a great way to determine what your content is ranking for and understand what people are seeing it for. Google Search Console, previously called Google Webmaster Tools, is a place to get additional information, diagnose your website from a technical standpoint, and to get more insight on how Google perceives your website from a search engine optimization standpoint. One thing that Google Search Console does is it has good transparency with what keywords, specifically search terms, people are searching to get impressions and potentially clicks to parts of your website. One part that we love using is a part that involves performance and from there it can break down to landing pages and then further break down from there what keywords you are showing up for on a landing page basis. This is a great way to do additional optimization to get additional visibility for all of the content that you already created.

Revitalizing and Re-Optimizing Previous Content

There are several reasons why your content might not be working for you. The first reason is that your content strategy is writing about things that do not have any volume. A lot of people have content strategies in place that do not have search volume. You have to verify the search volume, the intent, and have some sort of confirmation that the content you are producing is going to get eyes on it. Posting content for the sake of posting content is one of the biggest ways that a content plan does not even get off the ground. Other reasons include not observing basic on-page optimization, some people just don’t take the time to do some kind of keyword density, h tags, meta information is weak, no internal or external links, not meeting a word count, refreshing existing pages, etc. There has to be a basic checklist of SEO for every page you are doing because you want to maximize it’s visibility. Another big reason your content may not be working is that you are not fitting new pages into the site architecture or placement in a sitemap. A lot of people now have a content management system but when you write a page and publish it, you can’t navigate towards it. All of these people have all of these pages that are published on their website and they just sit there on an island. Some other things are being observant of core web vitals, don’t cannibalize your own content (just make sure you are not rewriting over and over on the same topics), making sure that your content is not plagiarized, if your website is not secure that will not help, if your website is not mobile friendly then people can’t interact with your website or your content and trying to set up your content to rank for too many keywords.