Anytime
Facebook goes through an update you should review your security settings.
Here's a funny, but informative, video to help you understand what happens when
Facebook switches things up on you.
Memorial Day / IMS
Offices Closed
Next Monday (May 27) is Memorial Day. Our
offices will be closed.
Memorial Day is dedicated to service men and
women who gave their lives for our freedom and their country. It is also a time
to remember loved ones who have passed away. The roots of Memorial Day go back
to 1865 and the end of the Civil War.
We encourage you to get involved with your
community. Attend a parade, visit a cemetery to honor and remember our
servicemen or volunteer to assist with the production/setup of a local
ceremony; these are just a few ideas. Most important, take time to remember your
lost loved ones in whatever way you feel is appropriate.
I’m sure
you’ve heard the phrase thrown around before: Call to Action. Have you ever
thought of what it means?
Basically, a
Call to Action (CTA) is anything that prompts a reader/web visitor to follow
through on what you’re asking. Here are some examples:
Contact Us Via Email
Click here to subscribe to our blog
Sign up for our eNewsletter list
Share this post with your friends.
Visit my estate planning website.
Join a Workshop
Request a free estate planning
consultation.
And that
list can go on… It’s a basically a request to move past just READING this
information, and doing something with it. CTAs are (obviously) very important.
If you are unsuccessful in getting a web visitor or user to take part in a call
to action, you most likely won’t get a new client. Nobody wants that to happen.
Integrity
Marketing strategically builds your website
with a vast amount of call to action buttons, areas, platforms, etc. So your
website is good to go (YAY!). But an online presence doesn’t just stop at your
website: It continues to spider out to your blog and social media platforms
(Facebook, LinkedIn, Twitter, etc).
As a social
media and blogger, it’s your responsibility to continue implementing CTAs
throughout your social media posting and interactions.
Here are a
few tips to engage your readers to interact with you further.
1. Figure out what you want your
prospects to do, and make them an offer they want.
Example: You
want them to read an eBook about Medicaid planning and realize this is
something they need to commit too, and then contact you.
Provide this
eBook on your website. Write a social media post with this webpage link, and
ask readers to take advantage of this “limited-time offer” a free eBook on the
basics of Medicaid planning. Make sure
you remind them to “contact you if they have concerns”.
Other great
items you can offer are eNewsletter subscriptions; white paper downloads, and
frees consultations.
2. Create a “hook” and let them know what’s
in it for them.
Example: “Proper
planning now can save your family money, time, and emotional hassle in the
future. Make sure you know the facts - join me for a free Estate Planning 101
workshop on June 1st, 2013 here in our private boardroom. We’ll
discuss the 15 Estate Planning Essentials everyone should be aware of. [[Insert
workshop sign up URL here]].”
Your request
must make sense to them. This means not asking prospects to purchase if they’re
still in an information-gathering mode.
3.
Motivate your prospects to act with a
sense of urgency.
Don’t use
scare tactics – but let them know that your “offer” ends soon. “E-book provided
for a limited time,” “free consultations in the month of June,” “Workshop space limited.”
Carefully
remind your readers they need to “act fast” if they want to reap the benefits.
Developing proper
social media skills takes practice, but if you follow the tips above and “be
yourself” in the process, you will have an easy time directing people to the
resources on your website.
One of the biggest challenges of marketing estate planning services is breaking through the routines of people's daily lives with relevant, compelling messages. No one likes to talk about death, disability or taxes. So, how do you reach people with important messages that motivate them to take action?
Here are some ideas you can use right now:
Use news headlines to spark a conversation. You'll find lots of interesting articles in major news outlets like The New York Times, Wall Street Journal, Bloomberg's Financial, Kiplinger's etc.. The great thing about this strategy is you are actually tapping into someone else's (sophisticated, expensive) market research. You see, major media like these know which topics most interest their readers. Chances are good your clients are interested, too.
What's happening in your neighborhood? GRADUATIONS. You may be attending a few graduation ceremonies this month. Do you suppose, amid all the congratulations, families have thought about what new legal documents they might need now that their previously minor child has reached the age of majority? This is a good time to focus on the need for parents and their newly-minted "adult children" to consider durable powers of attorney and health care proxies. Most parents don't realize that they can no longer "automatically" make decisions for their adult children, including medical decisions should that child become incapacitated by serious illness or injury.
Think outside the box about special events. We're always thinking about ways to meet prospective clients, and I'm sure you've done the traditional ones from senior fairs to financial fairs. Why not break the mold and consider hosting a booth at some of these seasonal events (and, if not a booth, how about a workshop? or at least a blog?): BRIDAL FAIRS. Yes, it's wedding-season. First weddings, second weddings, third ... you get the drift! Young couples frequently receive pre-marital counseling, and perhaps part of that counseling should include a primer on basic legal self-defense for the newly married. From beneficiary designations to new health care proxies to pre-nuptial agreements, weddings require a plethora of estate planning adjustments. BOAT, SPORTS & TRAVEL SHOWS. You know that summer time is "travel time" for many families. Consider providing a packet outlining the legal protections every family should have in place before heading out for all of that fun.
Buiilding campaigns around these themes makes your message relevant to prospective clients. Remember, a most of estate planning is about successfully navigating life's transitions. Your estate planning messages become compelling when they relate to these transitions.
At the same time, try not to over-think it. A "campaign" could be as simple as a blog post and some timely comments on social media. Or, gear up for workshops, special events and direct-mail. Whatever you do, remember to relate to your clients on their terms.
This month's quote is: “If
you have only one smile in you, give it to the people you love.” — Maya Angelou
To use this month's inspirational quote, download one of the
following graphics, share it to facebook (be sure to include a simple comment
or call to action) and include a link to your law firm's Web site.
You may choose from three different color palettes: (follow
the link, view the image, right-click and save; then share to your facebook
profile!)
Compiling a list of contacts can be tricky, and we
understand that it takes some effort to gather a good email list for sharing
news about your law firm. Once you send us your initial email newsletter list
and that first e-News goes out, I’m sure it’s a huge relief and a great
accomplishment in regards to the e-News process!
What you may not know is that you really need to keep
BUILDING your email list as you go, and some attorneys get stuck when
brainstorming ways to add contacts. I
have previously provided a thorough list of ways
to grow your email newsletter list, and I know if you are an Essential
Client™ you have integrated many of those strategies into your marketing
through the Essential
Solution®.
Let’s take these ideas one step further and think outside the box. Building an email list
goes hand in hand with networking, so
keep that mindset when you are venturing out to find more contacts.
Don’t be
afraid to ASK. When you are out and about networking at events, just ASK
the people you meet if you can sign them up for your free e-Newsletter. Explain
what information they will be receiving and ask for their email address or
business card. This allows them to get to know you through your law firm news,
which is more casual than meeting for lunch.
Share the
wealth, so to speak. Consider sharing a link in your e-News to another newsletter or blog from someone
you trust and who has interesting content to share. This creates a great referral-style
relationship, and in turn they may be willing to share YOUR e-Newsletter link to
their contacts …which could turn into more
subscribers for you.
The POWER
of a PowerPoint. Are you giving a presentation any time soon that includes
PowerPoint? Your audience will not be able to hold eye contact the entire time
and will no doubt be drawn to look at the visual you are providing. So be sure to use the last page of your
PowerPoint as a showcase for your e-Newsletter sign up link. This slide is normally up during the
“Q&A” segment of a presentation, so your audience will be prompted to write
it down as questions are being answered. You can suggest they do so and also
offer to sign them up on the spot!
As you can see, there are many ways to branch out and build
your email list. You never know when one of your subscribers is going to need
your services, and if they are receiving your e-Newsletter regularly they will want to contact YOU for help.
