Integrity Marketing

The Basic Rules of Selling Online (and In Person) ... Even if You're NOT a Salesman

I came across this great post the other day on LinkedIn titled "How to Sell Anything Using Social Media." Since I use Social Media on a daily basis, I was intrigued right away and curious to see what the author had to say about offering services online through social outlets.

First of all, I am NOT a salesperson.  My role using Social Media for IMS is to market the company, create relationships, engage followers, and educate others on marketing (for attorneys and business owners alike).  Now, if those efforts end up resulting in a new client coming on board - great! But I'm definitely not a social fisherman trying to reel in the next prospect with a "buy now!" post.  Social Media 101 is very clear - don't be pushy or "salesy".

That being said, as I was reading the aforementioned article I noticed that the main points closely align with the goals we set for our IMS marketing, Social Media, and relationship building. Ok, so maybe I'm not a salesman -- but I agree with these basic rules and would like to share with you below:

1. Build relationships first: The article points out the use of Twitter and LinkedIn to build connections first and get to know them online.  This is great advice, and the same applies to building relationships in person.  How much easier is it for you to receive referrals when you have established a connection with a financial advisor? And for your Facebook page and other social accounts, doesn't it feel good to send and receive those "friend requests" to establish some healthy exposure? Whether you speak to someone in person or online, you need to make the effort to get to know them before jumping right to what services your law firm can offer.
2. Listen carefully: Keep your ears open to what your clients need, and your eyes open to what they are saying online.  Even if it has nothing to do with your practice, just the fact that you are engaging or commenting helps nurture those relationships. And when they do have questions about estate planning or elder law, you are going to be a great resource for them to turn to!
3. Uncover problems and needs: This piggybacks off of "listening." If you are more aware of what is being said in the industry or written online, you'll start to realize how you can help your contacts and social followers ...thus leading to a possible new client. Note - you will need to have a social presence to do this! Which means you have to keep up with your Social Media efforts just as much as your local networking efforts.
4. Help people solve those problems: When you keep the task of helping in the forefront of your communication, the pressure of selling practically goes away.  If the goal is to help someone, they can sense that right away and are more comfortable communicating with you about their problems and needs.
5. Ask for the sale: Ok, so this really is Selling 101.  Just ask! It's great to begin the process with relationship building, listening and problem solving ...but when it comes down to it, you should ask the prospective client for their business. Maybe it's not something you do on Social Media necessarily, but once you get an in-person meeting or a phone call scheduled you have already established that you can help them with their estate planning and would love to do so.

Didn't realize you were a salesman either, did you? Ok, maybe we should change that term to "problem solver" ... either way, these basic principles can help your law firm when the idea of selling gets in the way of the goal of helping.

Resource: Dave Kerpen, CEO, Likeable Local (via LinkedIn, May 30, 2013) - "How to Sell Anything Using Social Media"

Spring Cleaning for Your Law Firm Marketing

It’s that time again – Spring Cleaning!  Time to dust, sweep, organize, purge and freshen up the home after a long Midwest winter here in Kansas City.  And although all of these things need to be done, I am not excited about it one bit.  I’m not one of those super “type A” clean freaks – deep cleaning is more agitating work to me than it is stress relief.  Anyone else with me on that one?

As I started checking cleaning items off the list, I landed in my office area and was suddenly jolted with some inspiration – does Spring cleaning also work in business?  What about marketing? If you think about it, as soon as one year ends we are launched right into a new year with a new set of business and marketing expectations or goals. We stockpile ideas left and right, but as time goes on we encounter challenges that prevent us from staying 100% on track.  So why not do some Spring cleaning with your marketing too? It’s time to sift through those ideas, proposals, and schedules to see what is working for you – and what’s not.

Here are some Spring Cleaning tips for your marketing:

• Go through those emails. Take some time (even if it’s on the weekend) and read the emails or print material you’ve been filing away on ideas that were “tabled” at one point. Read. Read. Read.  And anything that is out of your scope, DELETE and TRASH.
• Check your marketing plan for the year (you do have one right?).  Are you on schedule? Has it been too long since your last event or workshop? What about a postcard mailing? Re-evaluate what you’ve done and start making plans for the next campaign. If you don’t have a marketing plan for this year, it’s not too late – write one up or call your team at IMS!
• Check the calendar.  What conferences or events do you have coming up? Are you prepared for these events? Make sure you tie up any odds and ends for your upcoming trips, including ordering enough print material to take along for firm representation.
• Purge your current marketing materials. Do you have tons of print newsletters sitting in your office? Grab a stack and head out the door – get those newsletters and brochures in the hands of financial professionals, insurance agents, retirement homes, etc. Make sure all the information printed is up to date and accurate.  And then …
• Order new marketing materials.  The seasons are changing, and people are ready for new topics.  It’s time to create a fresh campaign to get the word out about your firm!

These are just a few ways you can “clean up” your marketing, make it fresh, and get it back on track.  Call your team at Integrity Marketing Solutions for assistance (1-877-352-2021) or email info@estateplanningpartners.com.

Six Months In ... Do You Know How You're Doing?

We've reached the half-way point in the year -- a good time to stop and review your progress for 2012.  Here are some tips to make the process easier and more productive.

Step One. Pull out your written marketing plan for 2012 and review your goals. Don't have a written marketing plan? You should. Research shows that law firms with written plans generate nearly twice as much revenue.

Step Two. Print out a year-to-date Profit & Loss report from your accounting program or ask your accountant to generate one for you. Also get a previous year comparison report so you can see how revenue and expenses this year compare to last year.

Step Three. If you're an Essential Attorney™, print out your most recent MARKETING PERFORMANCE REPORT. Tip: Print it out in full color if you can, it will be eaiser for you to see trends.

Step Four: Open up a spreadsheet (or pull out a legal pad) and make a table with five horizontal columns marked MARKETING GOAL, MID-YEAR GOAL, YTD PROGRESS, GRADE, ACTION.

Record your annual marketing goal in the first column, then where you expected to be by mid-year (this may not be exactly the half-point if you got a late start, or if some of your cases are expected to close later in the year). In the YTD PROGRESS column, record what progress you have made toward achieving your goal. Then, give yourself a GRADE for that progress -- and remember, there is no A for "Effort" here, we're talking about tangible results. Finally, in the last column, write out what specific action you are going to take based on those results. If you've met or exceeded your mid-year expectations, you may consider raising your goal! If you're not quite where you'd hoped to be, write down the specific action(s) you will take to ensure success by year-end. If you have re-evaluated your goals, you may decide that one or more of them is no longer important to you, and now is the time to revise, remove or replace those goals.

You can download a sample spreadsheet here: Download MidYearReview

This exercise will help you:

1. Get organized!
2. Review your actual data in a realistic manner.
3. Evaluate your progress.
4. Re-evaluate your goals.
5. Commit to specific action for the future.

The most important benefit? YOU will be in CONTROL of your future!

Is 2012 shaping up to be your best year ever? We hope so!

I also invite you to clear your calendar and make your flight reservations now! If you're ready to grow your practice in a way that allows you to do the type of work you most enjoy, with the clients (and referral sources) you most enjoy, earn a good living and make a good life for yourself and your family -- then join us for three days that can transform your career. This is your chance to get personal, face-to-face training with IMS President Kyle Krull, Esq., and Vice President Jennifer Campbell Goddard, along with the entire IMS team of marketing professionals.

Save $100 by registering now.

Three Words That Are Revolutionizing My Practice (And Life)

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

New Year’s Resolutions. Did you make any? If yes, are you still keeping any?

I made one that has paid off with big dividends daily over the past two full months. I have more time, energy and focus. It consists of a relentless adherence to three simple, yet powerful words.

 (1) Don't (2) Delgate (3) Do

Let me explain. Perhaps you will see a bit of yourself in me, as well.

Don’t. Do you take on a project because it is easier than disappointing someone. I have. As a result, I end up stretched too thin, with no time, energy and focus to take on what really matters to me. Now, I am happy to report that my first reaction to any project or proposal is a polite, but firm “no.”

Delegate. Do you ever take on a project and pound all of the nails yourself… even though you are trained as an architect and not as a carpenter? I have. As a result, I end up doing tasks better done by others. In fact, those others tend to be gifted in carpentry, while I am all thumbs. Now, I am happy to report that my first reaction when I take on a project is to delegate the work to others, except….

Do. Now, I ensure that I “do” only the work that only I can do, especially in my estate planning practice. It’s that Juris Doctor thing. I provide the legal advice. As a result, I have more time, energy and focus to be “all there” for my clients, family and friends. 

I have found in my life, both personally and professionally, that when I focus on doing the small things exceedingly well, then the big things have a way of taking care of themselves.

At the IMS Spring Conference next week, I will be teaching other very practical, transferable discoveries to help our Essential Solution® attorneys have an ever more profitable and enjoyable practice.

Teaching Point: Sometimes it helps reboot your life, personally and professionally, when you only add to your “to do” list after you have started your “stop doing” list.

You Can't Sharpen the Saw While You're Still Cutting

"Sharpening the Saw is the single most powerful investment we can ever make in life -- investment in ourselves, in the only instrument we have with which to deal with life and contribute."

These powerful words from Steven R. Covey ring true for each of us as business leaders in our own firms. As we wrestle with the challenges of running a business, we simply run out of time and energy to effectively lead. Covey recognized this, and admonishes us to QUIT CUTTING long enough to Sharpen the Saw. Yes, you have to stop cutting and walk away from the job in order to re-sharpen the very blade that gets the work done.

I encourage each and every one of our Essentials Clients to break away from your office and join us March 14-16 at the Spring Fast Track Workshop.

Come to grow your practice.

Come to achieve these Five Goals:

1. Sharpen the Saw -- You have to take yourself out of your practice to work on your practice. Block out 2-1/2 days to re-focus your mind and your energy on marketing and practice growth.
2. Set Reasonable, But Challenging Goals -- Armed with our Benchmark Data, and your own marketing performance reports, let us help you set SMART Goals for 2012. Specific, Measurable, Attainable, Realistic and Timely.
3. Learn From the Successes of Your Colleagues -- then, stand on their shoulders! Yes, we are going to reveal the Secret to Their Success, so you can not only get similar results ... but stand on their shoulders and achieve even more!
4. Keep Up With Fast-Paced Change -- Technology is pushing rapid, almost daily change in marketing. If you are making business decisions about your marketing based on last year's information, you are setting yourself up for disappointment and loss. The pace of change is mind-boggling, and how do you tell the fads from the revolutions? Come and refresh your knowledge with the newest information.
5. Make More Money with Less Effort -- This is our ultimate goal for every one of you! This was the standard we held for ourselves as we evaluated each topic and session to include in the workshop: This session must include vital information that will help our clients make more money with less effort? 

Those of you who come will generate tremendous opportunity and growth for your practice in 2012. Sure, your saw may go silent for a few days ... but when you return to your office on Monday, you will be amazed at the difference a sharper blade makes!

Follow this link to register online.

Watch this webinar for a Sneak Peek Preview.

Understanding Our Essentials Solutions Success

Posted by Roslyn Drotar, Personal Account Manager / Strategic Planning
INTEGRITY MARKETING SOLUTIONS

If I were to describe our Essential Solution clients that are the most successful within the program, I’d say they have the following in common: (1) a marketing oriented practice (2) long term commitment (2) consistently engaged and committed to the marketing process. 

Marketing Oriented Practice:   A successful practice markets regularly.  Not only do they work our program, but they also do additional marketing of their practice (workshops, educational lunch and learns, networking, etc).  They get out from behind their desk and meet with potential referral sources regularly. They have marketing on the forefront of their practice and are dedicated to making things happen.

Long Term Commitment to Essentials Solution:  They know that the marketing system is necessary for their practice, and are in it for the long haul.  They get the value and are committed to the relationship and see us as part of their marketing team!

Consistently Engaged:  They are consistently engaged and work the program.  They blog and feed the content to their social media, five times a week, and sometimes more.  They walk the walk!  They get that this is education based marketing at its best.  They feed their followers and connections the information, generate leads and are fanatical with their follow up!

When I look at all the marketing reports each month and review the successful rankers on the program, it’s the above combination that does the best.  The three of the traits creates the perfect storm for a powerful combination and successful marketing!

Making Your Marketing A Success!

Roslyn Drotar, Personal Account Manager / Strategic Marketing
INTEGRITY MARKETING SOLUTIONS

Are you taking time away from the daily demands of your practice and marketing?  And when you do, are you energized and excited about it?  Excited to start working on the goals and begin your action plan?  If not, here are a few fun things to do to help inspire you and keep you focused:

• Make sure you're in a place where you are comfortable and feel free to open up.  Be that your office, the local coffee shop, a day in your home office, or next to the fire with your iPad or laptop.  There is truly something psychological about your environment that does wonders for your creativity and inspiration.  So, if you're having a hard time, surround yourself with a place that inspires you.
• Give yourself permission to make adjustments, but stay focused.  It's okay to make changes as you plug along with your goals and actions.  In fact there are times when roadblocks come up and you take a difference course.  But remember to keep your vision.  Focus on the end results, and make sure you get there.  You may need to take another route, but make sure that you end up with the results you want.  It's okay to take a different course, but don't let that be an excuse for not making it to your destination.
• Share your plans with your team.  Make them public and open for others to hold you accountable.  There's also something very empowering about voicing your intentions and goals.  Build a foundation of trust in your practice, then hold each other accountable.   
• Make it simple.  Don't clutter up your plan with difficult time lines and elaborate delegation tracking plans, financial calculations, etc.  Just keep to the basics.  What (you will do), Who (will do it) and When (will it be done).  That's it.  Figure out the top five goals, assign the task at hand, who will do it and when it will get done.  Revisit and hold people accountable. 

If course, we are always here for you.  We want to help make your marketing a success.  We want to hear from you when you need us for web design, SEO, newsletters and e-newsletters, blog content and video services.  We can help you in several ways so please don't hesitate to pick up the phone and call anytime 877-352-2021.  We look forward to hearing from you!  Together let's make 2012 your most successful year yet!

Secure Document Portals - Let Us Know Your Thoughts

Roslyn Drotar, Strategic Planning
INTEGRITY MARKETING SOLUTIONS 

Integrity Marketing Solutions knows that you face important decisions in your business every day.  We want to learn more about your thoughts on offering a secure document portal for your clients. How it will offer value to your clients and how we can help if it does!  Please take a minute and click on the link below to let us know your thoughts.  

Click here to take survey 

Thank you for your time!

Your Brand, Your Solution to Their Problem

Think of your brand, not only as a visual marketing tool, but also as a way for your potential clients and referral sources to see you as the solution to their problems.  As marketplace grows increasingly more competitive, a properly developed brand will give you a competitive advantage.

In today’s world of technology, your brand is more important than ever!  I want to share about an article I recently read in Harvard Business Review: Aligning With the Consumer Decision Journey.  It brings a voice to the fact that in the digital world, the famous “funnel metaphor” no longer applies to branding.  We can no longer think of as consumers on the large end of the funnel, and target our branding for specific touch points to our prospects until they narrow down their choice and decide. 

In the digital world, there is a constant shift.  

“Traditional marketing strategies fall short in this new world. Marketers need to drop the funnel metaphor to describe consumer touch points and instead study the evolving and increasingly digital consumer decision journey(CDJ). The CDJ illustrates how consumers add and subtract brands from a group under consideration during an extended evaluation phase. And purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which they enjoy, advocate for and bond with it. (emphasis added)

Here are some ideas offered from the article with ways you can begin mapping out your commitment to branding your services:

1. Interview your customers.  Do this during your initial consult.  Find out what brought them to the table and what it was they were looking for when they found you.
2. Gather publicly available data on search activity and traffic patterns.    Once you find out what your prospects are looking for, use the resources available to you (your Performance Marketing Report provided by Integrity Marketing Solutions is a good start) to pinpoint search activity and traffic patterns.
3. Examine Your Own Site Data. If you are an Essentials® client, we have done this for you and report it to you as part of your monthly Performance Marketing Report. Make sure that you are committed to the implementation of your marketing and if not, take the recommendations we offer, and hit the ground running.  Don’t just examine the data, let it speak to you and show you where you can improve.  Make some changes and strategize!
4. Identify and Analyze Trends.   Once you have committed to your marketing plan, you can begin the transition.  But don’t lose sight of the progress you are making.  Track it and act on the things that are working, bury the things that aren’t! 

Nurture relationships with your clients, prospects and referral sources.  In the end, this is the perfect plan of attack to make an impact with your branding. Inspire though your website; Share regularly though your blog and social media and Specify the options for the services you can offer to assist their family. 

When CreatingYour Marketing Plan, Keep Up With The Joneses.

Do you ever look around at all the materialist goods your neighbor (or biggest competitor in business) has and wonder how they have it all?  When it comes to your marketing plan, you need to keep an eye on your competition and keep up with “The Joneses.”  Look right over their fence and into their backyard and see what they are doing.  Then always stay one step ahead.   You see maybe - just maybe – you’ll see that they are doing something to get all that business and generate all that revenue.  So in business, it’s always good to be a nosey neighbor.  Most business owners that are successful today and are meeting their financial goals have one thing in common: instead of cutting their marketing budget, they are increasing their marketing budget and keeping their eye on their competition.  They are making significant moves with their marketing efforts.  Some marketing efforts will work and some won’t, but grab onto the ones that do, stick with them, and you will benefit.  

But we all know that, right?  We’ve all heard that one: ‘You need to increase your marketing budget.’  Give this thought a shot for me for a minute.  When you’re marketing you want to use the resources that will give you the greatest opportunities, increase your sales and give you a competitive advantage.  Sit and come up with your firms SWOT analysis (strengths, weaknesses, opportunities and threats), put your marketing action into place and then go for it to be wildly successful!    

When it comes to marketing your business, always keep up with those Joneses.  Never stop snooping around to see what they are doing, keep your eye on them and stay one step ahead.  When you do, you’ll become The Joneses of your town!