Category: Law Firm Marketing
Vertical: Estate Planning
Est. Read Time:
When Liza began working at her firm, it did not have a website. The only way clients could get in touch was if they had a personal connection there. As a practice specializing in estate planning—where clients’ needs are particularly sensitive and, at times, sudden— this was particularly problematic. The need to find new clients was paramount to the firm in order to expand their book of clients and continue to succeed.
However, despite the need to generate new clients, Liza initially had reservations about spending money on marketing services. This process was new to her, having never spent anything on marketing in the past. Moreover, she didn’t want to lose control over the quality of what was being sent to her colleagues and clients—especially the quality of writing.
Additionally, Liza’s current marketing tactics were disorganized; she did not have any existing templates for collateral and had a tough time asking for referrals. Liza needed a targeted approach to marketing, with content customized for her own unique voice.
After outlining her needs and concerns, Liza and the Practice Alchemy team decided to create a Trust-Building Campaign in order to engage and connect with her contacts. This campaign was built by delivering the right content, to the right contacts, at the right time.
To start the campaign, Practice Alchemy helped Liza create a professional contact list, which according to her, was the impetus she needed to organize what was usually an ad-hoc method of communicating with other lawyers. She now has an organized system that grows every day.
Secondly, the team worked to create reusable templates for content and collateral to help with finding referrals. One example was the White Knight Pages guide which was used to share with clients who know other people facing similar problems.
The next matter to address for Liza was creating effective content—not spam. She partnered with Practice Alchemy to edit pre-written blogs and put her own twist on them. After adjusting this content, Liza further personalized the email messaging and delivered it to her contacts.
Advice for attorneys from Liza:
“Don’t underestimate what you already know. There isn’t a lot more to learn.”
“Don’t do anything only once. Use what you’ve known or done for your benefit. Learn how to repurpose things.”
The results? Instead of waiting for slow days to grab lunch, Liza’s contacts began reaching out to her, thanking her for the blogs, and trying to get in touch. Here are some hard figures:
Liza’s initial goal was to get three clients in order to break even. Now, only a third of the way through her contract with Practice Alchemy, she has closed eight clients, with the ninth soon to come.
That’s not all Liza has gleaned from her time working with Practice Alchemy. She has also learned valuable marketing techniques like LinkedIn tools and blog posting, to create buzz for her practice. Additionally, she has seen less price resistance and better quality of clients.
Now that Liza’s marketing efforts have begun to autonomously take care of some aspects of her business she looks forward to spending less time in the office. She’s even more excited to become a community resource in the legal industry.
“Practice Alchemy made me more aware of the ecosystem I swim in,” says Liza. We hope it can do the same for you.
Interested in pursuing similar results for your own practice? Request an assessment.