Technology

EP 63 – Chase Williams and Ryan Klein – Why You Need to Start the Approval Process for the Biggest Google Update in Years

On This Episode, We Discuss …
• Why the Legal Local Service Ads Are Important to You?
• Where to Begin with Google Screened Local Service Ads
• Frequently Asked Questions Regarding Google Local Service Ads

To view the screen share video: https://www.youtube.com/watch?v=YNM578QyCDM&feature=youtu.be

If you are interested in learning more, check out Ryan’s blog post – https://www.marketmymarket.com/google-screen-local-service-ads-expands-into-more-practice-areas-and-cities/ and if you would like to schedule a video consult with Ryan, use the following link to select a date and time – https://calendly.com/market-my-market/1-on-1-set-up

EP 59 – Bryan Sklover – Enhancing Digital Communication to Get Your Point Across in the Most Effective Way

Bryan Sklover is an On-Air Personality and has worked in the broadcasting industry for the past 18 years. He has been with iHeartRadio on 101.1 WJRR, a PA Announcer for the Orlando Solar Bears Hockey Team, producing the Mike Harvey Show, as well as being involved with other sports teams including Orlando Magic and Tampa Bay Lightning. He has worked overall in communication as he taught at the Connecticut School of Broadcasting. Bryan likes to encourage people to use the skills they may or may not even realize that they have to get their point across the right way. You can connect with Bryan on LinkedIn at https://www.linkedin.com/in/bryan-sklover-304a7183/.

How to Sound More Effective Over the Phone

One of the first things that Bryan learned in radio is when you are communicating with people, while you are sitting in a room by yourself, you need to put yourself in a situation when you are talking to one person while you are talking to everybody. The first thing that you need to determine is who it is you are trying to talk to and this is something that could be different from episode to episode or group to group depending on what it is that you are trying to get across. Once you have an ideal image of who the person that you are speaking to is, then it is just a matter of pretending they are sitting right next to you and communicating to them most effectively. When you have the microphone in front of you and you know that you are talking to a lot of people, you know you want to connect with them individually. While everybody is listening together, they are listening alone together, so they want to feel like they are connected to you whatever it is you are trying to say. So if you can take your message and make it as comfortable as you can for them to listen to, they’re going to receive it well. 

The most important thing from the start is making sure that you know what you want to get across, the point you want to get across and who you are trying to reach, and adapting to that situation. If you are speaking from emotion, emotion will dictate your message and you will end up getting it the way that you truly want it. As long as you are comfortable with that message before you start saying it and you let the emotion deliver the message, it will come across a lot more effectively for you and be received with the efficiency that you wanted it to. Something that we are learning this year is that we have a lot of tiers in generations and people who speak differently and use different terms, have different feelings levels, etc. It all comes back to knowing who it is you are talking to and knowing what it is you want to get across to them. There is not necessarily one single voice, it does depend on who you are talking to. 

Methods for Becoming a Confident Speaker

The first thing that you need to do is be comfortable with your voice. You have to be comfortable with the sounds that you make and the tone in your voice and all of the different ranges that you have in your voice. If you are not used to it or comfortable with it, that can throw you off track as well because you are listening while you are speaking, and hearing the things you are saying is you are saying them. As far as content goes, Bryan talks to himself a lot. Speaking to yourself and making sure that the message you want to get across is there because it programs your mind to be prepared to speak on things that maybe you would not have been prepared for in the conversation. Make sure that the meat and the bones of what you are trying to say are well thought out and figured out the best way that you want to say. Know exactly what you are going to say and how you are going to say it without planning the course of the conversation because conversations in their best ways are unpredictable and they can go in any direction that you want them to. Even if you don’t have control of the conversation, you do have control of the things that you want to get across so be ready to say them when the time is right. Once you get over the sound of your own voice, once you get over talking to yourself, then you are set to communicate with people effectively and get the point across that you want to get across.

Bryan’s Suggested Tools for Best Quality of Production

Anything that you are investing in the quality of your product will always be beneficial, but you also have to remember that other people are consuming it. If you have higher quality on the phone, it may sound good, but odds are you are talking to somebody that is also listening on the phone, and maybe that quality is not going to be as apparent in that format or situation. The super high quality is not as easily consumable by people to make it that much of an emphasis. However, if you are doing a video call then you should make sure that you have a good webcam. Whether it is the video or whether it is the audio, you want to make sure the quality is on par and the best thing about this time right now is that there are tools available, both free and paid, that can help get you to the point of good quality. If you are going to put that effort in, you might as well make it sound as good as you can. 

If you have Photoshop or Adobe Suite, Adobe Audition allows you to run audio through processing, make it sound like it is ready for broadcast radio, you can put reverb on it, and have a different sound to establish the room that you are in. Adobe Premiere Rush has a lot of the same functions as Adobe Premiere, but you can do all of it on your phone and it gives you some template-based options where you can add a layer of production to your element and make it look like it was major-market produced. If you have the $50 subscription to Adobe every month, you get all of the programs that they own and they have a suite of programs just for the phone alone. Bryan suggests getting all of the Adobe programs that you can because the interface is incredibly user-friendly even if you do not have many skills in that area. 

There are other programs as well, like Audacity and Headliner. Audacity is a free program so you won’t get all of the bells and whistles, but you will still be able to edit some layers of processing. Another program called Headliner is IP based and allows you to upload segments of audio to help you build a video around by using images, subtitles, and captions. 

There are so many tools out there that you can use to build your brand. You might as well treat your brand the best that you can and put some effort behind it to make it look like it is put together and utilize what you have. Find ways to use the content that you already have completed and repurpose it for social media. Once you lay some content down, anything you can do above what you have already done is just a bonus. Anything that you can communicate with people is a benefit to them and it is a benefit to you. In this day-in-age of media, you don’t have to pay for your own time, which is all the more reason to keep creating content and developing your brand and letting people know who you are, what you care about, and communicating to them on their level. 

EP 48 – Chase Williams & Ryan Klein – Optimizing Your Tech Stack & Creating the Best Experience for Your Customers When They Visit Your Site

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Digital marketing is always evolving and there is always a new piece of software that you could be implementing in your site to make it run faster, have a better customer experience, or just to one-up your marketing game. Software is likely a solution to some of the issues or gaps that you may be struggling with.

Reviewing Website Speed and Ways to Make Your Website Load Faster

When thinking from the customer experiences, you want customers to have the best experience possible. Some of the most important things that you should look out for when thinking about this are server speed, whether or not there is a CDN set up, if images are compressed, and if the code is optimized correctly. A CDN, or Content Delivery Network, replicates and protects your website and allows pages, images, and other site content to compress greatly for data to travel quickly. 

Another important thing to consider while looking at website speed is having a plugin to compress images to place on the CDN. Having too many plugins that do too many specific things can leave your website susceptible to further update error, conflicting plugins within the site, or other vulnerabilities such as website hacks. If you have a proper CDN when someone attempts to hack your website, they are attacking the CDN and your website is being secured. Also, using photos that are not compressed on your pages will kill load time, rankings, and overall the user experience.

Chase and Ryan’s Go-To Marketing Tools to Implement in Your Website

Zapier – Zapier is a tool that Chase and Ryan use for every single one of their clients at Market My Market and is also used for every piece of software that they work with. Zapier lets the software talk to each other, allows leads to come in and go where directed.

Yoast – Yoast is a great plugin to use for optimizing SEO and creating an index for your website. It has a feature called Focus Keyword which will tell you if there are any internal or external links, how many times the keyword is mentioned, the keyword density, whether or not H (header) tags were used, and several other features.

Defender – Defender is a tool used to block out people who have an incorrect login on the backend of your admin, IP’s, or third-party bots trying to hack into your website to try to steal data and inject malicious codes. 

  • A lot of times, websites are hacked on shared hosting, not because they did anything wrong, but because they may be on a server with other websites. If one of those websites gets hacked, then they have access to the server and every website shared is vulnerable to hacks as well. 

Google Tag Manager – Google Tag Manager is a tool that allows you to manage and install marketing tags on your website without having to alter any codes, so it cuts out the need to have a developer help you with implementing new pieces of software into your site. 

  • In addition to editing and updating, Google also gives you the green light, or green smiley face, to let you know that everything is functioning properly through Google Tag Assistant.

Hotjar – Hotjar is a tool that analyzes the online behavior of your users. While Google Analytics can tell you what page someone is on, Hotjar can show you exactly where someone’s eyes are going on your website – what they are doing, where they are scrolling, and what they are reading. 

Mailchimp – Mailchimp is a simple and easy to use automation tool and email marketing service. If you do not have a drip campaign going on or a newsletter updating past, current, and future clients what is going on at your firm, then this tool is a no-brainer for you. It is easy to import contacts, easy to keep them organized, easy to use a template while modifying it to make it unique to what you are trying to do, you can do tags, you can group people and segment them, and there are nurture campaigns. There is also automation involved for birthdays, client anniversaries, or any other reason you may be looking to reach out.

What Things You Can Be Testing on Your Website and Content Refreshes

Examples of things that you can and should be testing on your website to check for user experience are the following: 

  • Sign Up Forms
  • Call to Action Buttons
  • Social Sharing
  • Searching the Website
  • Navigation
  • Colors and Design
  • What You Are Saying vs What You Are Offering

You always want to be testing these elements, but you do not want to be making too many changes too often. Content refreshes, however, are something that Search Engine Optimizers strongly believe in. Most of these refreshes will not involve removing content, but rather adding additional content. A majority of SEO changes typically take place as tweaks to site optimization, to backlinks and building authority, and content on established pages. When you are running a paid campaign, that is when you should really be testing and making sure that you are stretching your dollars. 

EP 47 – Kwasi Bowman – Forming Litigation Strategies and Utilizing AI to Make Data Driven Decisions and Win Cases

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Kwasi Bowman is the Director of Account Management at Gavelytics. Gavelytics is a company that goes through records within state courts and extracts information on judge behavior to give litigators. Kwasi’s role within the company is to take care of current clients and make sure that they are aware of how to use the technology. He ensures everyone is maximizing use of the product as well.

On This Episode, We Discuss …

• Structuring Your Strategy as a Result of Analytic Predictions
 Value AI Brings in Ability to Adjust Predictions and Anticipations
• Future of AI and How That Affects Lawyers

EP 45 – Ted DeBettencourt – Increasing Your Law Firm’s Total Leads by Introducing Chat on Your Website

Ted DeBettencourt is the Co-Founder of Juvo Leads. Ted has been working in the legal marketing industry for over 11 years now and began Juvo Leads with his partner about 3 years ago after running a small legal marketing agency himself. Juvo Leads is a complete lead capture and tracking company for law firms and other legal marketing agencies; they help law firms get more leads through website chat, as well as track leads that come through via phone call and form submission. If you are interested in speaking with Ted or learning more about his company, visit their website here – https://juvoleads.com

On This Episode, We Discuss …

• Tracking the Source of Leads vs Tracking the Source of New Clients and Signed Cases
• What is Speed to Lead and Why Is It So Crucial?
• Website Mobile Experience and Tracking Leads via SMS

EP 43 – Paul Faust – One Tool You May Be Overlooking in Your Current Marketing Plan That Could Help Grow Your Business

Paul Faust is the President and Co-Founder of Ringboost. Ringboost has a passion for helping business owners grow any way they can and they are all about providing companies and firms with numbers that they can use in their marketing to drive more voice interaction. Paul oversees the sales and marketing functions of Ringboost, working with clients of all sizes to find memorable numbers that will be game changing for their businesses.

On This Episode, We Discuss …

• The Importance and Benefits of Voice Communication
• What is Number Sharing and How Does it Work?
• Toll-Free Number vs. Local Number

EP 24 – Robyn Addis – Saving Time & Being More Efficient with CRM, Client Communication & Proposals

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Today on the legal mastermind podcast we have Robyn Addis. She is the COO of LISI, a boutique digital marketing agency specializing in digital marketing solutions for law firms.

Most firms love to be first to be second – meaning they stifle innovation.

On this episode, we discuss how legal marketers and lawyers can make a valuable impact at their firms which will help them feel valued and as though they are able to make an impact.

EP 23 – Melanie Leonard – Why Law Firm Software is Essential To Growth and Organization

Melanie Leonard is the founder of streamlined.legal

Clio Gold Certified Consultant and Attorney Melanie Leonard offers personalized consulting services, training, and education to law firms who are looking to create efficiency in their daily workflow and optimize the use of practice management software throughout their firm.