Law Practice Management and Marketing with John Skiba

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SUMMARY:

In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews John Skiba. John has practiced law for the past 13 years, he’s also a blogger and a podcaster and focuses on law practice management and marketing.

MAIN QUESTIONS ASKED:

  • Was there anyone you looked to for inspiration when it came to marketing your practice?
  • What are some mistakes people make in their marketing?
  • Is it more important to create quality content or more frequent content?
  • How do you track the results of your marketing efforts?
  • What are some of the resources you use in your solo practice?

KEY LESSONS LEARNED:

Marketing

  • Marketing has changed drastically in the last 10 years.
  • Technology and the internet is the new way to market.
  • Content marketing is a great way to market and build a practice.
  • Model the marketing efforts of attorneys who are getting the results you want.
  • Marketing is all about getting people to know, like, and trust you.
  • Give value in your content and you will build trust and authority.
  • Many attorneys don’t really understand what they are getting into when it comes to marketing. Do some research and test the process before spending a large amount of money.
  • You will make mistakes, the trick is to learn from your mistakes.
  • Be genuine and human in your marketing, create an authentic connection with the people you are trying to reach.

Video

  • Creating videos is one of the most effective ways to market your practice.
  • Invest the time into figuring out the setup, it’s definitely worth the effort.
  • Don’t project your beliefs and habits onto the market. Just because you don’t consume video content, that doesn’t mean you future clients don’t as well.
  • Producing video is a great way to create a connection between yourself and a potential client.
  • Video content can pre-sell your practice.
  • Video allows your client to get to know you ahead of time and builds their confidence that you are the right choice.

Blogging

  • Blogging has driven major results within John’s practice.
  • Longer articles are more effective than shorter ones.
  • Really dig into the question you are trying to address. Your content should be the answer the user is looking for.
  • Quality content is what people and search engines like Google want.
  • Write your article from the perspective of your reader.
  • Your content should benefit the reader and help them answer their questions.
  • Writing is a chance to convey empathy and connect with the client.

Social Media

  • Facebook and Twitter are powerful platforms for reaching new clients.
  • Your Facebook page should focus on helping your readers rather than just promoting your practice.
  • Paid ads on social media are an inexpensive way to target the exact people you want to see your ads.
  • Edgar is a useful tool for driving traffic to your site and recycle your content.

Tracking and Analytics

  • Tracking your most important metrics gives you the feedback to improve.
  • Analytics will show you what is working and what isn’t.
  • Google Analytics is a great free tool you can use to understand your website traffic.
  • Identify the channels that are driving the results you want. Focus your resources on what works.

Resources

  • Assistants can be overwhelmed with work and calls. Ruby Receptionist is a service that can make sure your office doesn’t miss a call from a potential client.
  • Lexicata is a software that tracks people as they come into your office and helps you identify the practice areas that are driving the most revenue. It also tracks conversion rate and helps with follow up.
  • Rocket Matter takes care of the billing and client information.

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!

LINKS TO RESOURCES MENTIONED:

Jdblogger.com

john@jdblogger.com

@johnskiba

MeetEdgar

CallRail

Avvo – Lawyernomics

Ruby Receptionist

Lexicata

Rocket Matter

 

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