In the third and final episode of our series focused on The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients with Total Ease, we cover:
- Understanding sales funnels
- Creating a website that converts
- How to select your distribution channel
- The number one secret to effective marketing
- And much more.
Mentioned in this episode:
- For a free PDF copy of Davina’s new book, The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age, visit: www.wealthywomanlawyer.com/book
- Davina’s book on Amazon
- Davina’s book on Barnes and Noble
- Davina’s book on Books a Million
Davina Frederick: Welcome to the Wealthy Woman Lawyer Podcast. We believe all women lawyers deserve to be wealthy women lawyers. Our mission is to provide thought provoking, powerful and practical information to help you in creating your own sustainable wealth generating law firm without overwork or overwhelm, so you can live your best life. I’m your host, Davina Frederick.
And this week, we are going to be wrapping up the third episode, of a three part series of the Wealthy Woman Lawyer podcast. It’s just me today, and I’m going over with you the 10 bold actions that I’ve set out in my book, The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients With Total Ease. So we have already if you have not listened to episodes, one and two of this series, I invite you to go back and listen to them before listening to this episode. Because I did get I did share with you how to identify your ideal clients and get clear on their wake up at 3am problem and figure out where they hang out. And I also share with you how to really develop your brand message. The three actions you need to take to develop your brand message.
So now we’re going to be diving into the remaining four actions to help you market your law firm effectively and really attract those ideal clients. Not only attract those ideal clients, but repel those clients who are way less than ideal. So now today, we’re going to be talking about setting up your sales funnel objective. So this is really about understanding sales funnels. And sales funnels have been around sense, mankind has been selling. Since womenkind has been selling. Sales funnels are nothing new, although a lot of internet marketers would have you belief they are something new. They’re really not sales funnels have been around forever. And all it boils down to is imagine a funnel shaped objected.
And all of these potential clients become aware of you and they pour into the broadest part of your funnel. And as they go down through the funnel, you get the ones who are no longer interested, just fall out of the holes in the funnel, and disappear into the ether. And you get down to the narrow part of the funnel and you get really dialed in to your messaging through your marketing. You really dialed in and find out who really is a hot prospect and ready to hire you now and an ideal client for you. So sales funnels, definitely, in the internet age, have taken on some new terminology and some new methodologies. But the concept is still the same.
We’re taking people who may need our services. And we’re really when we down to those who really need us and have an urgent need to hire us right now. And who really are ideal clients. They’re willing to pay whatever they need to pay, they’re willing to do whatever they need to do to make sure that you become their attorney. So action, number seven is really understanding your sales funnel objective. And this is understanding what you’re trying to accomplish with your own sales funnel. So this is what what is it that you want to do with your sales funnel. What is the end result the outcome that you would like to have, and how to go about setting that up and getting the help you need to set that up. So that clients are coming to view they’re attracted to you and you’re not having to go out and chase them down and club them over the head with a stick and drag them back.
So action number eight is creating a website that converts. Now website is a key piece of your sales funnel. If you are using virtual marketing, online marketing, as we’re discussing in this book, and your website is really critical. I know I know, there are some attorneys who may be law firm owners who may think that social media is all they need, and they don’t really need a website. And I I beg to differ on that. And the reason why is because your website is really the only real estate that you own. The only property that you own on the internet, those social media sites are owned by other companies. And as anybody knows from advertising on Google or advertising on Facebook, or even just organic content out on social media channels or search engines, that you don’t control how that content, let’s see how often it gets you what it says, there are limitations on what you can do and what you can’t do.
So all it takes is a little, you know, for Mark Zuckerberg to wake up one day and say, you know, we’re going to tweak this algorithm, because I don’t want people’s business pages to get as much exposure, I want them to be forced into paying for advertising, if they want to get more exposure on Facebook for their business. So we’re going to change the algorithm. And if you’ve built a whole business around your Facebook business page, you’re going to find out very quickly that your sales are going to plummet. And that has actually happened to some friends of mine, colleagues of mine. Through the years, I’ve seen it happen as changes have been made through the years.
So groups are another great example, I’ve seen people build whole incomes around groups on Facebook, and when the algorithm change, and then only about 10% of the people in the group, were seeing your content, their business plummeted. So you really need a website, because that is your home base. And the way I look at a website is your virtual office, it’s open 24-7-365 days a year, it is working to help you make sales, even when your physical office is closed for your sleep at night, in your bed. So a website is a very important place for you to be able to talk about your law firm. What differentiates you, how you’re set you apart. And also getting that website where it ranks high, when someone searches on the internet, for a law firm who offers the services that you do in your area.
So it’s really important that you create a website that converts and I lay out for you in the book exactly some of the key aspects of doing that. Creating a website that converts. Now again, this is not something you need to take and go design your own website, do your own SEO, when set up your own security and metrics or any of that kind of stuff, you will even publishing fresh content all the time, whatever. That’s not something you need to be doing as the law firm owner, but it is something that you need to have an understanding of, so that when you are speaking with service providers who may help you to accomplish this, you can can speak to them from a place of knowledge, understanding and know what it is that you are looking for. So that is action number eight.
Action number nine is selecting your distribution channels. Now what I mean by that is really thinking about where how you are going to be disseminating your information. And where are you going to be disseminating information, your brand message is going to drive people back to your website or get people to call your office? How are you going to identify that? I don’t know about you. But like every, every other week, it seems like there is a new social media app that has come out. And just this, you know, defining figure master one, and there’s another one that you can figure out or you got to pay the team member to figure out for you. And it can feel like you’re just kind of hopping from one to one, you know, one to another. And that’s fine. If you have time and you want to play on it personally.
Maybe you want to get out there on tik tok, and do some, you know, tik tok, fun tik tok videos. Maybe that’s not where you like to hang out, and maybe have some reservations about Tik Tok. And so you really would like to build your business using some other social media because that is where your clients hang out. And their not on Tick tock, for instance, so not not to say that there are some clients who feel that that, you know, is a great way for them to get clients. If your ideal client hangs out there, go for it. But there are a lot of different options. So there’s public speaking and book writing and publishing, there’s blogging, there’s emailing your list of past and current clients, podcasting is great. Social media is great. Depending on you know, which channel your clients use. Publicity, media relations.
There’s all kinds of different distribution channels and platforms. And I go through those in detail. And I actually talk with you about how to decide in fact, I have little checklists, key considerations for each of these distribution channels. So if you’re thinking about doing Google advertising, I’ve given you some key considerations to help you decide if Google advertising is the right thing for you in your law firm business. Blogging. I had I had a client, one of my very first clients when I started working with her years ago, said to me, I don’t ask you to write a blog. I’ve never gonna write a blog. I hate writing. I hate the idea of blogging, never gonna do it. And she was very relieved when I told her well in that case, don’t worry about it, you’re not going to have to write a blog.
We get locked into this idea that just because somebody says this is a good marketing tool that we’re going to have to do too, even if even the thought of doing it makes us just feel irritated, and sick and annoyed, or whatever it makes you feel. And that’s not the case, you do not have to do what everybody else is doing just because they are doing it. There are lots of options, options out there for marketing your business. And it doesn’t necessarily have to be you that was doing the thing. Now, if you’re doing videos, and you are the face of the brand, then it will make may make a lot of sense for you to to do that. But if you just cringe at the thought of, you know, making videos with you being the face of the brand, there are other solutions for that. And there are alternatives. Podcasting is a great alternative, for instance. So there are lots of different options. And I lay out those and I give you those that little checklist where you can go through each one of these and say, is this right for me or not. So that’s action number nine.
So action number 10 is marketing consistently. And the key, the key with any marketing method that you choose, is going to be doing it consistently, because people are getting so much information coming at them from all directions at all times. And we think that when we put something out that everybody on our list is seeing. That everybody in our Facebook friends list everybody our Instagram, you know, followers, they’re all seeing everybody on our email list is seeing. And we feel like we may be over saturating or sending out too much or, you know, maybe we need to dial back. So we’re not annoying to people. Well, here’s the key. Your ideal clients are going to be excited and enthusiastic about hearing from you. They’re going to want to connect with you, you’re going to want to do everything they can to find out more information about you and your law firm.
So you need to keep putting that content out there because you never know who’s going to see it and refer business to you. Who’s going to see it and call you immediately to hire you. Those people who do not like it, who will unsubscribe from your list or stop following you or no longer want to be your friend on Facebook or in real life or whatever, they are not going to be your clients anyway. So don’t worry about what they think until they start paying your bills, do not worry about what they think. So action number 10. What ever you decide to do, do it consistently. And this is why I really recommend that you don’t try to do everything that I’ve listed in this book or everything that anybody tells you, you know, you can do for marketing. Really need to, it’s much better if you pick one or two, three, maybe perhaps to begin with, but I would start with one. And I would master that marketing approach.
So if you haven’t yet, mastered or get your organic marketing, and been putting things out there, to build an audience around it and get people to know you and make referrals to you. You might not be ready yet for advertising. You may be I mean, that’s, you know, people are different, right for us different. But if you’re not yet making the money to pay a sufficient amount to have an effective marketing campaign, the best thing for you to do may be to do something that’s more organic. And it’s better to master that and get good at it and get your own business from it. Before you start expanding.
If you try to go out and do all the things if you try to go out and set up your YouTube channel and start a podcast and do public speaking and write blog and write professional articles, and write your book and send out emails and you know you’re everywhere, trying to be everything to everybody. First of all, you’re not going to have any time to do anything in your business. Secondly, you are going to get really burnt out of that really quick. And you probably won’t do any of it very well. Enough for it to make a difference. And you are going to be coming back to me going Davina this didn’t work. And the fact of the matter is, if you pick one thing and you do it really well and get great at it and start getting referrals and getting a following, and really connecting with with your prospective clients and best refers that’s going to work out for you a lot better than if you’re trying to master all these different skills and hire people to help you with all of them at one time.
So I have I have a special you know, pick your mix kind of category in here where I help you sort of figure out what what best place for you start. Okay, so that those are the two in bold actions in my book, The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients With Total Ease. In the book, I go into great detail sharing with you the how. How to do these things. And when do you need to do it yourself and when you need to hire it out, hire it done. And so I hope you really enjoyed it. If you want a free copy of the book, you can go to www.wealthywomanlawyer.com/book, www.wealthywomanlawyer.com/book.
And you can get a free pdf download of the book, and also have the option when you go to that link of purchasing the book through booksellers. You can find a hardcopy and an E reader or like a Kindle copy on Amazon and Barnes and Noble and other booksellers, too, we’ll put a link in the show notes so that you can go and get your free copy. Or you can order online and get a hardcopy or get an E reader copy. I hope you’ve enjoyed this, the last of this three part series, and that you enjoy this book. My goal is to get it in the hands of as many women law firm owners as possible. So you can begin to really increasing your top line revenue, getting that in your business, so that you have the resources you need to scale your law firm to hire those team members to help you to invest in systems.
And this I think is a really good place to start is by really working your marketing plan and getting your message out there to your ideal clients. If you’ve enjoyed this podcast, this three part series, please let me know. Leave us a review wherever you listen to your favorite podcast. I really appreciate it. Also, if you use some of the techniques in this book, please send me a message or send me an email and let me know what you enjoyed most about out about it, what you got out of it. What you’d like to hear or learn more about. I would really love the feedback.
And I thank you so much for being a listener of the Wealthy Woman Lawyer podcast. And being part of the wealthy woman lawyer community. It means the world to me to know that we’ve created this community of women, law firm owners who are on this journey, the wealth, because wealth is economic power. And I think we really make a difference in the world if we help more women, educated, intelligent, resourceful women to become wealthy and be able to not only greatly impact their families but also to other people in the world in a positive way. So again, this is Davina Frederick. I appreciate being here and continue listening to the Wealthy Woman Lawyer podcast.