Marketing for Law Firms Podcasts - Legal Talk Network

AI Features and Your Website | Google Search Central | Documentation

How to Rank with Google AI Mode

Ally Kvidt — Thu, 10 Jul 2025 14:40:43 +0000

How do you get AI overviews and AI mode to promote your content? Gyi and Conrad detail out all the current guidance for better content performance.

The way people use search is changing. You definitely want to make sure your content is getting to your audience, and AI search experiences like AI Overviews and AI Mode may require a change in your tactics. Gyi and Conrad talk through the current guidance from Google to help you stand out in your market. Finding ways to provide genuinely unique content and a great site experience are key! And, learn how to employ the E-E-A-T principles for even more good content boosts in search.

Learn more about Google AI Content Guidelines:

Google Search’s guidance on using generative AI content on your website

The News:

Fear, uncertainty, doubt? Nah, it’s just the Google Core Update of June 2025.
A recent bunch of Google LSA notifications caused confusion and delay. Sheesh.
Ben Sessions’s very public vendetta against the shady behavior of some folks operating in his local courts is a sight to behold! Check out Ben’s Facebook page for more.
Another acquisition! Clio buys vLex, and this could be an exciting game changer.
Clio and Scorpion recently reached an exclusive partnership agreement for marketing services — More on this to come.
In the wake of the tragic Texas Floods, there are ways you can help. The Texas Disaster Legal Help Group will need more volunteers for years to come.

Suggested LHLM Episodes:

Big Money — Who Owns the Future of Law? – Lunch Hour Legal Marketing

Connect:

Riverside.fm video editing

Summer Assignment: Get Comfortable With Video and Launch Your Content

Ally Kvidt — Thu, 26 Jun 2025 11:00:56 +0000

Guest Jared Correia of Red Cave Law Firm Consulting helps law firms run better and helps lawyers live their best lives. In addition, he’s both an attorney and an avid podcaster and writer. In this episode Correia and good friend, host Adriana Linares, dive into how law firms can leverage video content to build their business and how to outsource tasks and maximize technical efficiencies.

Correia explains step by step how lawyers can get in the video content game. Buy a tripod, fire up your cell phone, and get started. Modern platforms are your friend, from YouTube to LinkedIn, Loom to VideoAsk, even Zoom.

Make mastering the art of video your goal this summer. Hear where you can find subject ideas, edit and publish, and use AI to turn recordings into articles.

Plus, managing remote contract workers to streamline your business, creating “role-based access” to your files, automating tasks and workflows, and getting the most out of the software that’s already on your desk.

Questions or ideas about solo and small practices? Drop us a line at NewSolo@legaltalknetwork.com

Topics:

If you’re not leveraging video content to build your business, you’re probably losing out to someone who does. Make mastering video production and distribution your summer goal (hear how to get started).
Make use of the newest tech tools – and learn how to use the tools you’re already paying for – to automate, streamline, manage, and outsource your daily tasks.
Plus, a special guest, Legal Talk Network producer Adam Lockwood drops by to share some pro podcasting and video tips for beginners.

Resources:

YouTube

Loom video

VideoAsk

Microsoft Office tools

Acuity scheduling

Kevin Stratvert on YouTube

ABA Techshow 2026

Clio Cloud Conference 2025

Clio Legal Trends Report

Legal Late Night podcast

Above The Law podcast

Legal Toolkit podcast, Legal Talk Network

“How Law Firms Can Leverage Video Content To Drive Business”

“How Remote Staff Can Help Small Firms Punch Above Their Weight”

“Helping Hands: The Value Proposition Of Remote Work For Law Firms”

Previous appearance on New Solo, “Solo, But Not? Shared Office Space (Plus, Chatbots and A.I.)”

Previous appearance on Legal Talk Network, Un-Billable Hour, “Separating The Wheat From The Chaff In Legal Tech (And AI)”

Big Money — Who Owns the Future of Law?

Ally Kvidt — Wed, 25 Jun 2025 20:30:17 +0000

Non-Lawyer ownership, alternative business structures, venture capital pushing out the little guy… scary, right? Yeah, we get it—but should you be so worried about these new trends coming to law-firm business management? And later, Gyi and Conrad dig into Google’s content guidance to help you understand how to effectively leverage content for your business & marketing strategies.

For attorneys, the very thought of non-lawyers profiting off the practice of law is pretty darn repugnant. So, naturally, most lawyers are united in their distaste of venture capitalism, private equity, and big business making its way into digital marketing and law firm ownership. Is this resentment justified? Gyi and Conrad talk through the changing landscape of law firm business structures and what lawyers need to consider as they navigate this new reality.

Next, what can you do to make sure your content stands out amongst your competitors? The guys discuss Google’s SEO fundamentals for creating content their algorithm will promote. Figuring out how to drive traffic to your website might feel like a guessing game, but there are real, tactical methods for creating expert, trustworthy content that gets boosted by search engines. Check out more from Google: Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation

The News:

Jason Hennessey’s firm Hennessey Digital was purchased by private equity.
Answering Legal has launched a free AI-powered chatbot. You don’t have to be a customer to use it, so you might as well check it out.
The Lunch Hour Legal Marketing website is live! And, coincidentally, you can sign up for the very exciting Lunch Hour Legal Marketing Summit right on our website! Hurry on over for that sweet early bird discount.
CallRail’s Voice Assist comes out of beta mid-July! Keep an eye out for it.
Hit us up to do an Ignite Pitch at the LHLM Summit! If you’ve got 5 minutes worth of quirky, nerdy insights on a relevant topic, Gyi and Conrad would love to consider your pitch.

Suggested LHLM Episodes:

HELP! My Marketing Agency Was Acquired — What You NEED To Know

What’s In a Brand?

Connect:

Google’s Search Monopoly in Jeopardy: This New Antitrust Ruling Changes Everything

Chapters (Times Approximate)

0:00 Gyi Griswold Goes Michigan Roadtrippin’

2:48 The News

8:47 Is Venture Capital Getting Greedy?

21:30 Help With Google’s Helpful Content

Stand Up to Stand Out

Ally Kvidt — Wed, 11 Jun 2025 08:00:52 +0000

Is standing up for a cause you believe in a help or a hindrance to your business? The fear of losing clients who think/believe differently might keep you from publicly supporting the things you value, but is that actually good for your business (and you)?

When it comes to support and activism, many professionals shy away from proclaiming anything that could narrow their market, but fine-tuning your appeal is exactly what you need to do to grow your business. Gyi and Conrad discuss why standing for something is much better than standing for nothing, and it even helps you position your brand in your market. If you’re perceived as a generic lawyer of no distinction, you’re going to have a tough time connecting with your community. Authenticity is good for business, and the guys share how leaning into your values can really help your law firm grow.

The News:

Our esteemed friend Eric Goldman wrote up a great piece on the latest court ruling on brand name conquesting: NJ Supreme Court Blesses Lawyers’ Competitive Keyword Ads (With a Baffling Caveat).
A new partnership between CallRail and RingCentral looks promising for all those involved. Here’s the deets: RingCentral | CallRail Integration
Well, we’ve had a good run. Zuck announces AI for ad management (to end Gyi and Conrad).
Don’t believe anything you see on the internet, kids. Nancy Mace’s Astroturfing is deceptive marketing at its worst—ick.
Register now for the Lunch Hour Legal Marketing Summit at the Bellagio in Vegas! We’ll kick things off on September 22nd. Hope to see all you in-house marketers there. Today, we’re announcing some of the great speakers and timely topics you can look forward to. Tune in for more details!

Suggested LHLM Episodes:

What’s in a Brand?

Connect:

The Unbillable Hour — Rebranding: Define Your Firm, Define Your Practice

What’s In a Brand?

Ally Kvidt — Wed, 04 Jun 2025 08:00:19 +0000

Branding, re-branding, brand refresh… What does it all mean? Well, a rose by any other name might smell as sweet, but your business could really stink if your branding strategy is lacking. Learn how to optimize your brand, master your messaging, and position yourself for success.

Branding, positioning, and messaging are distinct and essential elements for your law firm’s strategy, but not all lawyers have a handle on the meaning and functions of these components in the scope of their business. Gyi and Conrad take us through the basics of branding and explain the critical (and perhaps greater) importance of positioning and messaging. Learn how being true to yourself can help you create a meaningful, intentional path forward for your legal business.

Come see us! The Lunch Hour Legal Marketing Summit will be held September 22-24 at the Bellagio in Las Vegas. Register now!

The News:

Well, Avvo’s been sued (again). Do we care?
Allegedly, AI is screwing businesses over left and right by publishing utter falsehoods. Yay.
Kevin Indig has some good insights here: The first-ever UX Study of Google’s AI Overviews: The Data We’ve All Been Waiting For.

Suggested LHLM Episodes:

Marketer vs. Marketer

Links:

rebrandingexperts.com

Connect:

How To Do Social Media Marketing the Right Way

Ultimate LinkedIn Guide for Lawyers

Ally Kvidt — Wed, 21 May 2025 08:00:58 +0000

LinkedIn is really working for lawyers these days, so Gyi and Conrad bring in the pros to school you on how to leverage it for your business. Learn how to create content that truly resonates with your audience from our dear friends Purna Virji and Tony Albrecht.

LinkedIn has become a powerful platform for growing legal businesses, but how exactly do lawyers go about it? The guys talk with Purna Virji, a principal consultant at LinkedIn, about how to make the connections you’ve been hoping for. What does your audience care about? What do they want to hear? Purna shares her tips for creating easy, engaging video and text-based content in just a few hours per month.

Later, why should you care about being active on LinkedIn? Gyi and Conrad dig deeper into what you need to know about LinkedIn engagement with Tony Albrecht, the Yoda of LinkedIn lawyering. Learn about what LinkedIn growth could look like for you, dear lawyer! Tony explains the surprising supply/demand deficit for interesting content and how stimulating, genuine posts can significantly further your reach.

The News:

Congrats to Erin Levine! – Hello Divorce is now in all 50 states.
Will marketers be replaced by AI? FirmPilot Reaches $11.7M in Funding, As Thomson Reuters and HubSpot Ventures Join As Investors
New(ish?) launch from the Googs: Google AI Max
The New York Times reports A.I. Is Getting More Powerful, but Its Hallucinations Are Getting Worse, so… cool cool cool…
Thoughts on AI impacts for Local Pack from Greg Sterling and Barry Schwartz, respectively: AIO Pack, AIn’t No Threat, Double Divestiture, Automation Blues and Google Tests Replacing Map Local Pack With AI Overviews.
Just what you need! Our LHLM Conference is in the works for September 22-24 in Las Vegas.

Suggested LHLM Episodes:

Connect:

LinkedIn – Purna Virji

LinkedIn – Tony Albrecht

www.conroycreativecounsel.com

#559: The Imitation Trap: Lessons from 15 Years of Top Law Firm Websites , with Conroy Creative Counsel (Sponsored)

Ally Kvidt — Tue, 13 May 2025 14:40:34 +0000

In this conversation, Karin Conroy, a legal marketing strategist, discusses the evolution of law firm websites and the importance of unique branding in legal marketing. She emphasizes the pitfalls of copying competitors and the need for firms to develop their own unique selling propositions. The discussion also touches on the significance of being first to market and avoiding shortcuts in marketing strategies. Karin provides insights into how firms can differentiate themselves and succeed in a competitive landscape.

Links from the episode:

https://conroycreativecounsel.com/blw/

Community Table: The Five Commandments of Law Firm Marketing

Ally Kvidt — Tue, 13 May 2025 11:00:15 +0000

In this episode’s discussions around the Community Table:

Grappling with a marketing refresh? Start with understanding you are an experiment of one. Asking someone else what’s working for them is a doorway to blind alleys. There is nobody just like you, so explore all options, ask yourself what you want to get out of it. You can’t copy what someone else does.
Learn and live “The Five Commandments of Marketing.” Have a call to action, know what you want to get back for the marketing spend, evaluate your results, learn from the outcome, and commit to the full process (don’t skip a step).
Hiring a marketing agency is tricky. Manage the agency. Don’t let them take over. Hold them accountable with weekly meetings and reports. Make sure the agency has worked in your field and knows your market. Understand where your money is going, what amount of your spend buys marketing and what pays the agency.

When to DIY & When to Call in the Pros — Mailbag Edition

Ally Kvidt — Wed, 07 May 2025 08:00:33 +0000

Should your agency be charging you for managing your LSAs? Are there things your in-house marketing team should be leaving to the experts? Today, the guys open the mailbag and answer these two great listener questions.

Is it worth paying an agency anything for Google LSA management, or are you getting scammed out of a chunk of your marketing budget? Well, it depends, and the guys’ opinions may vary. Gyi and Conrad dig into a listener question to explain what LSA management could/should look like, what value it may bring to you, and whether ongoing fees are appropriate.

Later, question 2! Should lawyers with an in-house marketing team entrust all their digital marketing to said team, or do they need to call in an expert agency for certain advertising channels? The guys talk about the realities of expertise gaps and how partnerships can really take your marketing efforts to the next level.

Stay tuned to the end for a special announcement from Gyi and Conrad!

The News:

Brilliant or clueless—did this lawyer do this for the news hype & free advertising? Judge Rejects Lawsuit With Dragon Logo, Calling It ‘Juvenile and Impertinent’ – The New York Times
Google, just… ick. Here’s our take on this extremely problematic Google overstep:
- Video: BREAKING: Google Expands Use of LSA Intake Data
- Audio: BREAKING: Google Expands Use of Local Service Ad Data

Connect:

Youtube: Segmenting Your Audience in Search Console

Ranking Your Local Competitors – Hot or Not?

Ally Kvidt — Wed, 23 Apr 2025 08:00:50 +0000

If lots of site traffic isn’t leading to lots of clients, something’s off. Learn how to get the traffic you want! Later, Gyi and Conrad unpack the marketing impact of publicly ranking all your competition—genius or folly?

You want website traffic that could turn into actual clients for your law firm, but how do you make sure you’re reaching the right audience? Gyi and Conrad talk tactics for segmenting your audience to make sure you get the qualified leads that can turn into profitable business for your law firm.

Next, in a bold move, a Seattle family lawyer pulled a Zuckerberg and rated all of his local competitors, except himself. What do the guys think about the Hemmet Trends Report? While it may be a sure-fire way to torch some of your local relationships, this kind of friction marketing can be a very successful way to get your name out there.

The News:

Google quality raters now assess whether content is AI-generated. What does this mean for your copy/pasted ChatGPT posts? You might want to seriously do that human edit.
This could be big for local business, folks: TikTok takes on Google Maps by surfacing reviews in the comments tab.
What do we think about Sponsored Youtube Comments? So far, it seems like a pretty solid tactic.
If you like poking fun at the dirty, rotten ethics of certain marketers, you’ll like Brian Glass’s podcast episode, too: Brian Glass – CaseConnect
PILMMA – come see Conrad!

Suggested LHLM Episodes:

The Lawyer’s Guide to Conversions || Listener LSA Queries

Apple | Spotify | Youtube

Connect:

Ask us anything for the Community Table. Leave us a question online

BREAKING: Google Expands Use of Local Service Ad Data

Ally Kvidt — Tue, 22 Apr 2025 23:30:32 +0000

Just when you thought you understood Local Services Ads (LSAs), Google changes the game. Gyi and Conrad sound the alarm on the latest shift in LSA terms—and this one’s a doozy. Google now claims the right to tweak, repurpose, and plaster your ad content wherever it wants. Cool cool cool… unless you’re a lawyer who cares about things like client confidentiality and ethics.

Is this a harmless update? A marketing landmine? Or just another “oops, didn’t read the fine print” moment? The guys debate what opting in *really* means, how it could affect your firm, and why blind trust in Big Tech is looking less like a best practice and more like a liability.

Takeaways:

Google’s changing the rules on LSAs—again.
Your ad content? They can now modify and use it freely.
Ethics red flag: This could compromise client confidentiality.
Most lawyers have no idea this is happening.
Opting in might mean opening a can of worms.
Google’s rollout? Vague at best.
Legal marketers are losing faith.
Ad performance and trust are both on the line.
Law firms must weigh ethical risks before opting in.
Transparency isn’t optional—it’s essential.

Community Table: Firing an Employee, Ever-changing Marketing, and Moving to a New City

Ally Kvidt — Tue, 15 Apr 2025 11:00:42 +0000

In this episode’s discussions around the Community Table:

An attorney realizes she’s waited too long to fire someone and knows there may be repercussions. But sometimes, the cost of keeping a problematic employee outweighs the consequences of letting them go. What’s best for the firm? What if you can’t fill the position and work piles up?
Nothing stays the same, even in marketing. Attorneys question the value of “pay per click” online advertising. Hear what firms are seeing, especially in Google ad words. Is the “golden age” of pay per click over? As rules change, you are one algorithm change from trouble. Communicate with your marketing team and diversify.
Imagine if you had to move to a new city, or if you simply wanted to. If it’s not a corporate gig, and you’re hanging out a shingle, it takes some work to ramp up. Network, network, network. Develop a marketing plan that ensures your name gets out and clients can find you.

Cliocon 2025

Join the next Community Table live. What’s on your mind?

Show Me the Clients! — Holding Your Marketing Accountable

Ally Kvidt — Wed, 09 Apr 2025 08:00:53 +0000

Feeble marketing tactics are a major waste of your law firm’s ad spend! Make sure your budget isn’t being squandered by understanding what marketing quality and accountability should look like.

If your marketer’s data looks like a success but isn’t resulting in new clients for your law firm, you might be getting shammed. The guys join us from the road at two of the legal industry’s finest conferences, ABA Techshow and Mass Torts Made Perfect. In their talks, Gyi and Conrad each presented the perils of marketing misinformation and what lawyers need to look for to ensure transparency and accountability in their marketing schemes.

Leave us a comment on the LHLM LinkedIn page if you’d like to have Gyi and Conrad’s slide decks from their conference presentations!

The News:

Google Business Profiles are switching things up – Ask Maps Is Google Q&A’s AI Replacement: Here’s What It Means For Marketers
It’s probably a good idea to opt in to Google’s experimental AI Mode to see where things are headed – Expanding AI Overviews and introducing AI Mode
Notebook is expanding access all over the place – New in NotebookLM: Discover sources from around the web
It is a very good thing that we are a country with laws, and though we’ve always been loath to get too political, we feel that we have to recognize current dangers and stand up for the rule of law. Read through The ABA supports the rule of law, Statement from SBM Leadership on Unprecedented Threats to Rule of Law, ABA condemns remarks questioning legitimacy of courts and judicial review, and more at the ABA’s Rule of Law page.
On a lighter note, Jessica Hawkins from Consultwebs created a post on the Best Legal Podcasts of 2025. Jessica gave LHLM a really nice write up, and we are super thankful to be featured with some other great shows!
And, Conrad is desperately seeking an awesome Customer Success person. Just go see if you can find the hidden job listing on Mockingbird Marketing.

Suggested LHLM Episodes:

Bull$#!% You Hear at Legal Conferences

Apple | Spotify | Youtube

Connect:

Google Local Service Ads: To Brand or Not to Brand?

Marketing in the Age of AI — Lawyerist Invasion!

Ally Kvidt — Wed, 26 Mar 2025 08:00:34 +0000

AI is majorly, seriously, (annoyingly?) impacting law firm marketing, and it’s not just about content generation. What’s a lawyer to do?

In this special LHLM episode, Gyi and Conrad air their chat with Zack Glaser of the Lawyerist Podcast. Artificial intelligence has its sticky fingers in everything nowadays—even the world of law firm marketing. It’s changing the way consumers behave and changing the way ad agencies strategize in your market. So, how do you continue to compete, and where can you leverage AI to make a real difference? Zack, Gyi, and Conrad hash out how to make AI work for you, not against you.

The News:

Google’s still working toward world domination: Google makes its biggest-ever acquisition | CNN Business
Joy Hawkins noticed some data anomalies in CTRs. What’s up?
Come see us at some upcoming conferences! Gyi will be at ABA Techshow in Chicago, and Conrad’s headed to Mass Torts Made Perfect in Las Vegas. Then, they’ll both get together (virtually) at Infotrack’s Legal Up for another delightful website teardown.

Links Mentioned:

Lawyerist Podcast

Suggested LHLM Episodes:

Connect:

Subscribe to Lunch Hour Legal Marketing

Is Your Law Firm Marketing Actually Working?

Ally Kvidt — Wed, 19 Mar 2025 08:00:26 +0000

Live from the American Association for Justice conference in Miami, Lunch Hour Legal Marketing is back with another deep dive into law firm marketing strategies that actually move the needle.

Conrad Saam and Gyi Tsakalakis break down the biggest questions they tackled at the event:
How much should lawyers spend on marketing?
Brand vs. non-brand marketing—why it matters
Are you tracking the right metrics, or just vanity numbers?
Lawyer referrals vs. digital marketing—what’s the real ROI?
Why law firms MUST use a CRM to stop missing leads

Plus, we expose how some legal marketing agencies try to take credit for leads they didn’t earn. (Yes, we see you.)

If you’re serious about law firm growth, you won’t want to miss this one.

Don’t forget to subscribe for more legal marketing insights!

#550: Beyond Content: How AI is Changing Law Firm Marketing, with Gyi Tsakalakis and Conrad Saam

Ally Kvidt — Thu, 13 Mar 2025 11:00:52 +0000

Zack talks with the hosts of the Lunch Hour Legal Marketing Podcast, Gyi Tsakalakis, and Conrad Saam about how artificial intelligence is affecting consumer behavior and how your law firm should adjust to the changing market. Additionally, they discuss how to leverage AI to your advantage against your own marketing data to be more deliberate with your legal marketing spend.

Additionally, Zack and Jennifer discuss the Lawyerist’s annual Best Law Firm Website contest, where they dig into what makes a website “work.”

Links from the episode: 

https://www.youtube.com/@LHLM

https://www.gorillaz.com/

How Law Firms Use Google Ads to Poach Your Leads

Ally Kvidt — Wed, 12 Mar 2025 08:00:18 +0000

Lead thievery! How on earth could your competitor’s ad have YOUR name in it? Brand conquesting is a real thing, and it sucks. Later, is Gyi completely wrong about direct brand search in LSAs? The guys fight it out.

Having a competitor’s brand in your ad is some super shady lawyer marketing and violates Google’s trademark policies, but it still happens. What’s the deal? Gyi and Conrad talk about the ins and outs of brand conquesting, how it should be viewed under lawyers’ rules of professional conduct, and whether this kind of dirty campaigning is actually successful for the law firms who engage in it.

Next, does having direct brand search turned on in Google Local Service Ads negatively impact your visibility? Maybe so, maybe no… it’s complicated! Gyi and Conrad argue their viewpoints and nerd out on a variety of marketing scenarios that could affect those pesky LSA outcomes.

The News:

If you’re amongst the crowd of laid off federal lawyers, Ben & Brian Glass are offering their assistance in helping you start your own gig.
The Diversity Update from Google might be causing a drop in your organic results.
Everybody’s noticing an uptick in AIOs in legal, so—yay!
Lawyerist Podcast with Gyi and Conrad is coming soon!

Links Mentioned:

Google “Diversity Update” Live Stream

Google – Trademarks – Advertising Policies Help

Suggested LHLM Episodes:

Google Local Service Ads: To Brand or Not to Brand?

Connect:

Request a demo from NetDocuments

#549: A Journey into Video Marketing, with Temi Siyanbade

Ally Kvidt — Thu, 06 Mar 2025 12:00:03 +0000

In this conversation, Temi Siyanbade, founder of TOS Legal, discusses the importance of video marketing for legal professionals. She shares her journey into using video to connect with clients and build her brand, emphasizing the need to overcome the fear of being on camera. Temi explains how video can enhance legal marketing by building rapport with potential clients and providing valuable information. She also offers practical advice on starting with basic equipment and measuring success in video marketing, encouraging lawyers to embrace this medium to better serve their clients.

Additionally, Zack talks with the folks at NetDocuments about the importance of organizing your digital files and recent advancements in document search.

Links from the episode: 

Show, Don’t Tell by Temi Siyanbade

Meh, Links — Busting Link Building Myths for SEO

Ally Kvidt — Wed, 26 Feb 2025 09:00:55 +0000

Today, we unpack Gyi’s beloved catchphrase to see how “meh” he really feels about the significance of links in local SEO. Later—the strategic guide you need for top-knotch link building in 2025.

A whole lotta folks like to say links don’t really matter anymore, but are they right? In practice, the guys have seen the positive effects of link building for clients for many, many years, and it’s still a piece of the pie today. However, there’s a ton of misinformation out there, so Gyi and Conrad debunk the most common misconceptions to get you on track for optimized, relevant, business-building links.

And, later, what’s working best for link building in 2025? The guys share some great stories of businesses who engaged their local communities through service, scholarships, sponsorships, and more—all while getting awesome PR and plenty of links.

The News:

More mergers & acquisitions! Places Scout was purchased by Yext… so are we all in for some price jacking? Sigh. Probably.
ABA is standing up for the judiciary, and you should too: ABA condemns remarks questioning legitimacy of courts and judicial review
Quit ruining our weekends, Googs. Sheesh. Google Confirms Business Profile Reviews Outage
Super grateful to Ahrefs for this really well done post: Google Says “Links Matter Less”—We Looked at 1,000,000 SERPs to See if It’s True

Mentioned:

Google Cites Scholarship Links in a Manual Action Penalty

Suggested LHLM Episodes:

Is Link Building Worth It Anymore? || Top 10 Link Building Tips

Connect:

Check out Conroy Creative Counsel

#546: Unlock Law Firm Growth: AI marketing Secrets with Karin Conroy

Ally Kvidt — Tue, 18 Feb 2025 21:00:58 +0000

In this conversation, Karin Conroy and Zack Glaser discuss the integration of AI in marketing, emphasizing the importance of maintaining a human touch while leveraging technology. They explore the significance of a unique brand voice, particularly the value of female perspectives in marketing. The discussion also covers Google’s EAT principles, the need for content optimization for AI search, and the importance of regularly reviewing and refining marketing strategies. Finally, they stress the necessity of defining an ideal client to enhance marketing effectiveness.

Links from the episode: 

Winning LinkedIn Strategies for Lawyers | A Lawyerist Podcast Re-Broadcast

Ally Kvidt — Thu, 13 Feb 2025 12:00:00 +0000

Jared may be too busy to write personalized Valentines for each member of the Legal Toolkit community, so, instead, he’s gifting you with a special rebroadcast of an excellent episode from our friends over at Lawyerist.

In this episode, Stephanie Everett sits down with Matthew Hunt on Lawyerist Podcast to break down the art of creating high-impact, snackable content for LinkedIn. Because let’s face it—if you’re not using LinkedIn to boost visibility, generate leads, and build real connections, you’re leaving opportunities on the table.

Matthew shares his best strategies for turning LinkedIn into a powerful tool for growing your law firm, attracting referrals, and making sure you stay top of mind in your network. Get ready to rethink how you use LinkedIn!

Lawyer Marketing Nightmares: Dirty Tricks, Ponzi Schemes & Backstabbing

Ally Kvidt — Wed, 12 Feb 2025 09:00:26 +0000

Gyi and Conrad share the scary legal marketing stories you definitely wouldn’t want to find yourself entangled in. Later, don’t throw the attribution out with the bath water! It’s not impossible to track, and the guys explain how to go about it.

Sometimes you have to wallow in the muck of the digital marketing world to learn how to avoid the scum. All law firms should ask themselves this question: Do you know how your ad agency is spending your money? Gyi and Conrad dive into the allegations surrounding some very iffy third-party dealings to help you, dear listener, traverse the perils of the marketing world.

And later, it seems that some LHLM words to the wise have been misconstrued! Don’t hear what we’re not saying—attribution is an essential marketing element, and your agency should absolutely be monitoring your advertising channels with careful attention. But, there’s more to it than just a simple pie graph. Gyi and Conrad share how to get the fullest picture possible for tracking attribution.

The Quasi-News:

Ownership v. Partnerships: A Connecticut lawyer is embroiled in some painfully messy business.
American Association for Justice Winter Convention – Look out for LHLM LIVE!
PILMMA Super Summit – Conrad’s Ski Invitation for April 28th.

Suggested LHLM Episodes:

Marketing Attribution: Follow the Data or Trust Your Gut?

Connect:

Conrad’s Crystal Ball IV | Lawyer Marketing Predictions for 2025

TV Ads or Digital? The Champion Lawyer Uses Both

Ally Kvidt — Wed, 29 Jan 2025 09:00:37 +0000

If your game plan is offline advertising, but your website sucks—you’re fumbling your growth strategy. And, later, Conrad shares his origin story!

There is often a significant imbalance between law firms’ offline and online marketing investments, but things simply won’t work as well if you don’t synergize both aspects. Gyi and Conrad talk through their recommendations for diversified online and offline expenditures that can maximize your firm’s potential for growth.

Later, how did Conrad become Conrad? The child of Australian immigrant parents, Conrad shares his life’s journey from Vegemite sandwich-toting lad to MBA grad to SEO pioneer to Mockingbird Marketing owner—and everything in between!

The News:

We are brilliant crystal ball pontificators! Cases in point:

Non-lawyer participation in the legal world – KPMG Law Firm
Low firm consolidations – Sweet James purchased Jenn Gore’s firm.
Chaos and confusion! – TikTok – Gone and Back Again
Report bad business conduct in GBP – Google Maps New Report Business Conduct

Suggested LHLM Episodes:

Connect:

Conrad’s Crystal Ball: The Re-Re-Return — Sponsored by CallRail

Conrad’s Crystal Ball IV | Lawyer Marketing Predictions for 2025

Ally Kvidt — Wed, 15 Jan 2025 09:00:53 +0000

Gaze into the depths with Gyi and Conrad, so you, too, can be prepared for the legal marketing days to come. This one’s all about the future, folks!

Well, and the past. First, an in-depth retrospective on whether Gyi and Conrad’s 2024 predictions showed true seer potential (or phony-baloney tendencies). Then, the guys turn a preternatural eye to what lies ahead. What mystically foretold trends will dominate the legal and marketing landscapes of 2025? From super-spammer AI avatars to, of course, another Michigan win—Gyi and Conrad can see it all.

The News:

Happy New Year from the Googly Googs. They kicked off 2025 with an infestation of Google Business Profile bugs. Yaaay.
A Cautionary Tale: Deceptive marketing tactics could seriously come back to bite you in the you-know-where – “Strong Arm” Frank Azar wins $1.55 million in Google keyword lawsuit against Alabama law firm
LHLM was selected by Feedspot as one of the 30 Best Legal Marketing Podcasts You Must Follow in 2025! Thanks, we think.
Gyi’s GBP got suspended—again.
ChatGPT for clients: MJ Morley shared that 3 out of 7 consults found her firm through ChatGPT – fascinating stuff!
New CallRail launch – CallRail broadens attribution capabilities to include AI-powered search engines
Is the truth about to get even muddier? Meta backs away from fact checking in the U.S. : NPR

Suggested LHLM Episodes:

Connect:

Playing With the Social Media Algorithm || Drafting Your Marketing Dream Team: Round 2

Law Firm Marketing — How Much Should Your Associates Be Doing?

Ally Kvidt — Mon, 23 Dec 2024 17:15:08 +0000

You’ve got a talented legal team at your firm, but should they also be involved in your marketing schemes? Later, we recently realized that some of you want a bit more backstory on the guys, so, Gyi reveals how his mysterious past made him into the marketer he is today.

Should your lawyers stick to lawyering? Sometimes, an associate is super interested, tactical, and talented at marketing, but sometimes… they’re not. So, how do you avoid potential misuse of resources and make the most of your relationship with marketing partners? Gyi and Conrad talk through how to build trust, optimize your assets, and learn to be on the same team with your marketer.

It’s a bird! It’s a plane! No, it’s Gyi Tsakalakis! Who is Gyi, anyway? Every super hero has an origin story, and so does every marketer.

The News:

The Google algo update is finished—FINALLY. And, honestly, the results are a bit of a snoozefest.
Gemini 2 is out and about! And, similarly—Zzz.
Apple launched its ChatGPT integration with Siri. Useful? No? Yes?
And, Gyi and Conrad’s Google Business Profiles are back on track. What happened?

Suggested LHLM Episodes:

Dial M for Mystery Shopper

Connect:

Connect with Travis on LinkedIn

#536: UNVEILED: Law Firm Marketing Secrets!, with RizeUp Media

Ally Kvidt — Tue, 17 Dec 2024 12:00:24 +0000

Travis Hoechlin, CEO of RizeUp Media, shares game-changing tips from 15+ years of legal marketing experience to help your practice thrive.

Learn how simple changes—like better phone protocols—can boost your conversion rates, while smart moves like optimizing Local Service Ads (LSAs) and choosing the right marketing plan set you up for success.

Links from the episode: 

RizeUp Media

Dial M for Mystery Shopper – Sponsored by CallRail

Ally Kvidt — Wed, 11 Dec 2024 09:00:33 +0000

Intrigue! Drama! Suspense! Our victim, Paul Robinson Law, gets put through the wringer again with an after-hours secret shopper call plotted by Gyi and Conrad.

Before you get too delighted at the thought of hearing about the missteps of a fellow firm, remember—if you haven’t taken the time to fully engage with training and testing your in-house or third-party reception, your client intake might be dead in the water. So, did Paul’s firm successfully escalate the undercover shopper’s legal need? Gyi and Conrad analyze the experience and break down its good and bad elements to showcase how proper intake training, scripting, coaching, and emotional connection can foster a superior customer experience that will win you more clients.

The News:

Digital marketing luminaries Rand Fishkin and Greg Sterling have insights you need right now! Rand – The SEO opportunity pie shrinking and more insights and Greg – 300 Million Queries, Old Google, Cyber Week, Location Data Is Like Ground Beef
Bluesky is really on the uptick. With 24 million users, a burgeoning SEO Community, and all your favorite legal tech peeps, is it the new place to be? – Amid X X-odus, Nothing But Bluesky from Now On | LawSites
We’re getting used to disappointment – A Week Overdue, Google November 2024 Core Update Still Causing Volatility
The TLTF Summit has wrapped up for this year, but keep an eye out for next year’s event for a chance to rub elbows with the best and brightest in legal tech.
Thank you, loyal listeners! Spotify Wrapped showed stats that just make us uber grateful for you all.

Also, the dirty, underhanded, belly of the internet turned on Gyi and Conrad in the form of Google Business Profile suspensions on the SAME day. Coincidence? They think not. But, that’s it for today—let’s hash all that out in the next episode.

Other Episodes in the Paul Robinson Trilogy:

Lawyer Website Roasted

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Connect:

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Chapters – Times Approximate

(0:00) Planting our Flag / GBP Suspensions

(6:59) Legal Marketing News

(17:53) Mystery Shopper Call

The Ultimate Gift Guide for Lawyers (2024)

Ally Kvidt — Fri, 06 Dec 2024 22:30:06 +0000

The stockings are hung, the cocoa is steaming, and the time has come to talk about gifts! In this festive bonus episode, Conrad and Gyi are giving Santa Claus a run for his money with their epic gift guide. Find the best gadgets, books and gear for the lawyers who have everything and clients who you want to wow. Sleigh your holiday gifting game with Gyi and Conrad’s shoppable Amazon list here: https://amzn.to/4gndoJf

Lawyer Website Roasted

Ally Kvidt — Wed, 27 Nov 2024 09:00:49 +0000

If the bio pic you chose for your website shows you standing in front of a shelf of law books… you might be in need of a website teardown.

Folks, we have a volunteer! As promised, the guys devote this episode to an in-depth diagnostic of a law firm website—one that might just look a whole heck of a lot like yours. Paul Robinson of Paul Robinson Law, PLLC offered up his personal injury law firm site to the merciless scrutiny of Gyi and Conrad. So if you, too, have been wondering whether your site is up to snuff, take a listen to the guys’ detailed teardown. From the first Google search to the nitty-gritty details of Paul’s site pages, they discuss both the failings and successes and explain smart, effective strategies all lawyers can employ to improve web presence and reach target clients.

Watch on YouTube

Suggested LHLM Episodes:

Does My Website Suck? | Law Firm Website Teardown

Local SEO 2024: How to Rank AND Expand Your Law Firm

Connect:

What is Dark Social and Why it Matters

Get Comfortable, Get Busy: Networking And Media Relations. Yes. You. Can.

Ally Kvidt — Tue, 26 Nov 2024 12:00:07 +0000

What can you do to attract more business to your firm? Let’s talk about acquisitions through networking. Guest Janet Falk, Ph.D., is a communications professional with more than 30 years of experience helping small and solo firms get better at finding (and signing) more clients. Falk is the chief strategist at Falk Communications and Research.

This is a free lesson in media and public and personal relations, from being the “go-to” for news reporters, mastering marketing communications, and acquiring new clients through personal relationships. This is all about meeting and exceeding your business goals. Falk is a frequent author, speaker, and an industry-leading communications consultant.

How do you shape a news story that boosts your case? Who are you trying to reach in the media, and how do you get out front? How do you keep your firm top-of-mind? How do you present yourself at networking events?

Even if you’re a secret introvert, this episode is for you. You can “get out there” and build your business, make connections, attract referrals, and tell your story. Learn techniques to prepare and benefit from networking events from the minute you walk in the door. These are valuable tips you won’t find anywhere else (hint, it includes the two things you must bring to any event).

Game Changing Insights for Brand Building Success

Ally Kvidt — Thu, 21 Nov 2024 20:15:30 +0000

Join Gyi Tsakalakis and Conrad Saam live from the Crisp Game Changer Summit, where they dive into game-changing insights for law firm marketing and branding success. From Michael Mogill’s big announcement of Streaming Stack to strategies for building your brand through digital and omni-channel advertising, this episode is packed with actionable takeaways.

Watch on YouTube

You’ll hear our thoughts on:

The value of brand-building before clients need you
Effective targeting strategies to make the most of your marketing budget
Why retargeting and leveraging first-party data are gold for law firms
Fresh insights on how to connect with your audience and stay top of mind

Whether you’re a solo attorney or part of a growing firm, these tips will help you stand out in a competitive legal market. Don’t miss our scoop on the quiet LawRank acquisition and our take on branding do’s and don’ts for lawyers.

Pro tip: Stick around for creative marketing ideas you’ve never thought of before!

Hit subscribe and drop your questions or comments below—we love hearing from you.

Recommended Episodes:

HELP! My Marketing Agency Was Acquired — What You NEED To Know

Chapters

(Times Approximate)

(0:00) LHLM at Crisp Summit 2024

(1:54) Crisp Announces Streaming Stack: TV Streaming, Digital Campaigns

(4:02) EverService Invests in Law Rank

(10:50) Brand Building 101

(15:46) Optimizing Audience Segments and Targeting

(19:07) Retargeting and Lookalike Audiences

(24:11) Targeted Saturation

(30:27) Brand Affinity > Brand Awareness

(34:57) Forbes – Best Lawyer Near Me

How Can a Fractional CMO Transform Your Law Firm’s Marketing? with Angelo Ponzi

Ally Kvidt — Tue, 19 Nov 2024 05:00:17 +0000

In this episode, I’m joined by Angelo Ponzi, a Fractional Chief Marketing Officer at Kraft, and together we delve into the strategic methodologies behind effective law firm marketing.

Angelo explains the importance of starting with comprehensive market research to understand customers, competitors, and opportunities. He emphasizes the critical nature of a robust strategy before diving into tactical actions such as website design, social media, and PPC campaigns. The conversation also explores the evolving role of fractional CMOs, the misconceptions around their services, and how tactics must follow strategic vision.

The episode includes discussions on integrating AI in marketing, the significance of consistent and clear messaging, and the importance of tracking data to drive marketing decisions.

Angelo gives listeners actionable tips on:

00:00 Intro
01:31 Understanding the Role of a Fractional CMO
04:09 The Importance of Strategy in Marketing
06:46 Common Marketing Mistakes and Misconceptions
12:31 Building an Effective Marketing Plan
19:53 Tracking and Analyzing Marketing Data
22:49 The Role of AI in Modern Marketing
24:16 Understanding the Role of Chat GPT as an Intern
25:04 The Importance of Prompt Engineering
26:51 Effective Use of AI in Content Creation
28:56 Budgeting and Cost Structures for Fractional CMOs
31:57 Comprehensive Marketing Strategies Beyond Websites
35:16 Book Review: The Revenue Growth Habit
38:19 Common Misconceptions About Fractional CMOs
41:55 The Importance of Data-Driven Decisions

Resources mentioned in this episode:

The Revenue Growth Habit by Alex Goldfayn

Connect with Angelo here:

Connect with me

Ring, Ring! What to Expect When You Call Up a Marketing Agency

Ally Kvidt — Wed, 13 Nov 2024 16:30:36 +0000

Get the 411 on everything you need to think through before you get on the line with a prospective ad agency.

This episode is off the hook, y’all. Working with a professional marketer could be the key to unlocking new possibilities for your law firm, but sometimes it’s tricky to dial in on the most important questions to ask as you vet an agency. In a bit of LHLM Theatre, Gyi and Conrad play the parts of curious lawyer and potential marketer engaging in the right business conversations as they begin their fruitful working relationship. Lawyers will learn how to ask questions that give meaningful insights into future growth and hear the sort of tactics marketers should be serving up in your consultation.

Stay on the line—our next episode features another law firm website teardown!

The News:

ChatGPT Search is available now! Go check it out.
A GenAI question box from Google looks to be a pretty promising tool: Google Business Profiles Learn Something Specific Question Box.
More Conrad & Gyi on some special podcast appearances – Answering Legal: Law Firm Reboot Camp Podcast and Profit, Scale, Thrive.

Suggested LHLM Episodes:

LinkedInGPT || Red Flags for Firing Your Agency

How Not To Use TikTok For Your Law Firm || 5 Tips to Increase Referrals

Connect:

BEDLAM – Mockingbird Client Conference

GA4 Uncovered: The Ultimate Guide for Lawyers to Master SEO and AI Search with Pete Everitt

Ally Kvidt — Tue, 05 Nov 2024 05:00:02 +0000

In this episode, I’m joined by Pete Everitt, and we dive into the intricacies of Google Analytics 4 (GA4), AI’s role in the legal industry, and strategies to boost SEO and conversions for law firms.

We discuss key differences between GA4 and Universal Analytics, setting up Google Analytics effectively, and optimizing website conversions. Additionally, we explore the impact of AI on search, creating meaningful content, and leveraging AI for enhanced digital marketing.

Pete also shares insights from ‘The Million Dollar Weekend’ by Noah Kagan and stresses the importance of sustained client relationship management.

Pete gives listeners actionable tips on:

00:00 Intro
01:18 Understanding GA4: Basics and Differences
02:19 Challenges and Criticisms of GA4
05:16 Setting Up GA4: Key Steps and Tips
09:04 Tracking and Analyzing Traffic Effectively
15:17 Conversion Optimization Strategies
19:06 Real-World Examples and Best Practices
23:20 Customer Service Frustrations
24:16 Website Conversion Essentials
25:17 Understanding Calls to Action
27:09 Optimizing Client Interaction
32:03 Marketing Funnels and Strategies
34:18 The Role of AI in SEO
39:14 Book Recommendation: The Million Dollar Weekend
41:12 Final Thoughts on Conversions

Resources mentioned in this episode:

Million Dollar Weekend by Noah Kagan

Connect with Pete here:

Connect with me

SHOCKING Insights from Clio’s 2024 Legal Trends Report

Ally Kvidt — Wed, 30 Oct 2024 08:00:08 +0000

AI replacing lawyers… undercapitalized marketing budgets… unanswered calls… the horror! Clio’s 2024 Legal Trends Report is a scary-good resource for attorneys, and the insights from its massive data set are super helpful from oh-so many angles. The guys unwrap their top fun-size tidbits for discussion and offer tips for applying them in your law firm. They discuss the AI revolution, stats on law firm communications, tactics for higher conversion rates, and more.

Read the full report! It’s here, and it’s free: Clio’s 2024 Legal Trends Report

Mentioned in this Episode:

Connect:

Collbox: Lawyerist’s go-to Solution for Getting Law Firms Paid

#528: Building a Law Firm from Scratch, with Allyson Kitchel

Ally Kvidt — Thu, 24 Oct 2024 11:00:08 +0000

Stephanie sits down with Lawyerist Labster and law firm owner Allyson Kitchel as she shares the challenges and triumphs of establishing her practice in a competitive market.

Discover how Allyson found her niche in personal injury law by focusing on cyclists, a unique approach that set her apart and helped grow her client base and hear about her remarkable victory in a landmark wrongful death case.

You’ll also get practical insights on leveraging digital platforms and remote work to enhance your firm’s marketing strategy, even on a shoestring budget.

Links from the episode:

Diary of an In-House Marketing Director

Ally Kvidt — Wed, 23 Oct 2024 08:00:41 +0000

Your underutilized, underappreciated marketing directors are writing quite the sob stories in their journals every night. Is your law firm worthy of their complaints?

Today, we’re picking the heart-shaped lock of every law firm marketing director’s innermost desires and disappointments. Gyi and Conrad unpack the age-old issues between marketers and those they serve to (hopefully) broaden understanding for both sides. They outline some of the common mistakes made by each party—lawyers v. marketers—and give tactical advice for collaboration that encourages the bloom of efficiency and profitability. They pick apart the faulty ideology around referrals, search, and marketing budgets that could be stunting your firm’s growth and your marketer’s potential.

Later, which should you pick—Ahrefs or Semrush? The guys answer a listener question on which, if either, of these tools is best, but not without a few caveats.

The News:

Search Engine Land Acquired by Semrush – Eh, this probably isn’t great for Search Engine Land’s readers.
There’s got to be some sort of stupid Type-A ego B.S. going on with this whole situation: WP Engine asks court to stop Matt Mullenweg from blocking access to WordPress resources – The Verge.
Allison McKeen, Ryan McKeen, and Brittany Green launched a great new book (and may, or may not, be Mando fans)! – The Way: A Simple Roadmap for Leading a Healthy Law Firm

Suggested Episodes:

Dear State Bar Regulator – South Carolina Edition

Connect:

Online Legal Directories, Worth Your Time (And Dough)?

How Can Your Law Firm Stay Ahead of Digital Hackers? with Jonathan Steele

Ally Kvidt — Tue, 22 Oct 2024 04:00:31 +0000

In this episode, Jonathan Steele, a Chicago-based divorce attorney and partner at Behrman LLP, shares crucial insights on cybersecurity tailored for law firms. The discussion covers prevalent digital threats like phishing attacks, business email compromises, and domain security issues.

Jonathan stresses the importance of identifying suspicious emails, employing preventive measures such as DMARC, DKIM, and SPF records, and the vital role of modern techniques like pen testing. The conversation highlights the generational challenges in adopting security practices such as zero trust and multi-factor authentication, emphasizing the need for constant vigilance, updated security systems, and proper training.

Practical advice on protecting sensitive client data and personal information from identity theft and data brokers is offered, alongside a recommendation for Michael Basil’s ‘Extreme Privacy’ book. This episode provides a well-rounded approach to maintaining robust cybersecurity in the evolving digital landscape.

Jonathan gives listeners actionable tips on:

00:00 Intro
01:50 Common Cyber Threats to Law Firms
02:59 Recognizing and Handling Phishing Attempts
08:18 Email Security and Domain Protection
12:47 Updating IT Practices for Modern Security
14:07 Challenges with Legacy IT Systems
17:34 Legal Implications of Cybersecurity
18:15 Personal vs. Business Cybersecurity
19:04 Reputation and Legal Risks
21:25 Evolving Threat Landscape
23:34 Book Recommendation
29:58 Ongoing Cybersecurity Practices
31:17 Final Takeaways and Conclusion

Resources mentioned in this episode:

Extreme Privacy by Michael Bazzell

Connect with Jonathan here:

Connect with me

EP 519- Conversation with Ed Herman Part 3

Ally Kvidt — Wed, 16 Oct 2024 11:00:08 +0000

Ed Herman discusses the power of brand affection in marketing. The firm’s Emmy Award winning corporate videos, “Three Layers Eating Sandwiches” “Ed Versus” “Terry’s Safety Squad” and others have been watched for over 1.8 million hours. That’s a lot of name recognition!

Are You Wasting Money on Legal Directories?

Ally Kvidt — Wed, 09 Oct 2024 14:45:27 +0000

In the wake of yet another legal tech acquisition, the guys offer up tactical insights on legal directories. These paid listings for attorneys have been around for ages, but are they actually bringing customers to your law firm?

Steeper and steeper prices for online legal directories are making many lawyers really question whether the juice is worth the squeeze. So, is it? As the old attorney saying goes—it depends. Gyi and Conrad outline the potential value and downsides of directories and how to vet these services to ensure your investment is worthwhile.

The News:

Instability, uncertainty… not a good look. What’s going on, WordPress? – WP Engine vs. WP
Google AI Overview ads launch on mobile in U.S. – Because, you know, they’ve got to keep up in the AI arms race.
Apparently, Conrad has powers of divination! – Internet Brands buys Findlaw
Conrad wrote a great article on brand costs in PPC for SearchEngineLand – Branded keywords: How Google Ads drives up CPCs

Suggested Episodes:

5 Ways To Make Your Google Profile Pop || Is Your Chat Service Selling Your Leads?

Mentioned in this Episode:

Guide to Escaping FindLaw – FindLaw Jailbreak Guide | Mockingbird

Press Release: Scorpion Acquires GNGF

Is Your Law Firm Prepared for a PR Crisis? with John P. David

Ally Kvidt — Tue, 08 Oct 2024 04:00:41 +0000

In this episode, John P. David, president of the David PR Group, discusses how law firms can prepare for and manage public relations crises. He outlines the importance of having a media policy, preparing for predictable and unexpected crises, and ensuring a single, clear point of communication during such events.

John also emphasizes the role of PR professionals in handling crises effectively, by understanding media dynamics and delivering consistent messaging. The conversation provides vital insights into crisis management planning for law firms, including addressing regulatory challenges and the significance of updating privacy policies. Finally, the discussion touches on the importance of hiring experts for crisis situations and includes a book recommendation for personal reading enjoyment.

John gives listeners actionable tips on:

00:00 Intro
00:39 The Importance of PR for Law Firms
01:14 Handling a PR Crisis: Initial Steps
03:20 Predictable vs. Unpredictable Crises
04:03 Creating a Media Policy
12:26 Regulatory and Ethical Considerations for Law Firms
13:24 Unexpected Crises and Communication Strategies
21:32 The Role of a PR Expert in Crisis Management
26:41 Book Recommendations and Final Thoughts

Resources mentioned in this episode:

The Thursday Murder Club by Richard Osman

Connect with John here:

Connect with me

HELP! My Marketing Agency Was Acquired — What You NEED To Know

Ally Kvidt — Thu, 03 Oct 2024 21:15:13 +0000

What do you do if the marketing agency you are engaged with gets acquired? Legal marketing experts Gyi Tsakalakis and Conrad Saam break down the news of Scorpion’s acquisition of Get Noticed Get Found and get into the potential pitfalls of YOUR marketing agency getting bought out. Learn the crucial things to watch for, like loss of data control, hidden fees, and potential conflicts of interest. Don’t get caught off guard—stay informed and protect your firm’s interests!

Conrad’s Blog Post

: Watch on Youtube

The LHLM Q&A Extravaganza — LIVE! From LEX Summit 2024

Ally Kvidt — Wed, 25 Sep 2024 08:00:44 +0000

You’ve got questions, we’ve got answers!

Gyi, Conrad, and a roomful of attorneys got together for a Q&A session addressing real lawyers’ most pressing legal marketing queries. Every law firm has different resources, assets, liabilities, niches, advantages, connections, etc. So, how do you take your uniqueness and make your firm stand out? This episode showcases highlights from their session, where the guys offered tactical advice on the marketing issues that are consistently top of mind for law firms.

The News:

Big money flying around in the agency world — Scorpion acquired Get Noticed Get Found. Here’s the news bit: Scorpion Strengthens Commitment to Legal Industry with Acquisition of Get Noticed Get Found, Advancing its Consolidation Strategy. And, Conrad’s thoughts: What to do when your Agency is Purchased by Scorpion.
Filevine has big news… and we beat Bob Ambrogi to the punch—ha! (Oh, you know we love you, Bob.) Now, what news, pray tell? Filevine’s got a lot going on:
- Even better end-to-end automated workflows
- AIFields: Instant Legal Document Analysis & Insights
- Filevine Revolutionizes Depositions with Depo CoPilot, an AI-Powered Second Chair for Litigation Attorneys

Mentioned in this Episode:

How Can Client Engagement Strategies Drive Revenue Growth for Your Law Firm with Mark Stern

Ally Kvidt — Tue, 24 Sep 2024 04:00:47 +0000

In this episode, Mark Stern, CEO of Custom Box Agency, discusses strategies for enhancing client engagement and optimizing the customer journey to drive faster results and better experiences.

The conversation covers the application of marketing funnels, the importance of physical experiences, and how to create premium customer interactions. Mark emphasizes the role of strategic client engagement in driving revenue, particularly for law firms, and illustrates the impact of customized box experiences in different stages of the marketing funnel – acquisition, delivery, and retention. He provides practical examples of how this approach can improve client onboarding, educational efforts, and long-term client retention.

Mark gives listeners actionable tips on:

00:00 Intro
01:47 Middle of the Funnel Tactics
02:38 Effective Use of Swag and Creating a Box Experience
03:53 Examples of Middle Funnel Strategies
04:47 Physical vs Digital Experiences
09:37 Drip Driving Revenue
13:41 Retention Strategies
20:14 The Importance of Clear Guidance
22:55 Reinforcing the Client Journey
23:47 The Role of Content in Client Education
25:55 Acquisition Strategies for Law Firms
31:44 Book Recommendation
36:20 One Final Takeaway

Resources mentioned in this episode:

Who Not How by Dan Sullivan

Connect with Mark here:

Connect with me

LEX Summit 2024: Easy Marketing Ideas You Can Implement Today

Ally Kvidt — Tue, 17 Sep 2024 21:30:27 +0000

Getting your law firm’s name in front of prospective clients is essential to your success, but it’s not always easy to make it happen. Craig Goldenfarb shares simple, easy to execute ideas for attorneys looking to market their law firms in creative ways. Craig shares tips for social media, community outreach, newsletters, swag, and more.

Craig Goldenfarb is founder and CEO at Gold Law.

Local SEO 2024: How to Rank AND Expand Your Law Firm

Ally Kvidt — Wed, 11 Sep 2024 08:00:10 +0000

“Rank Number One!”—an all too easy promise made by SEO agencies, but probably only deliverable while they’re standing in your lobby. What happens when you walk down the block? The guys talk about real, meaningful ranking results with Local Falcon.

How is your law firm showing up in local search? Gyi and Conrad give an extensive explanation of Local Falcon, their go-to data visualization tool for seeing how your firm shows up in the local map pack (those three neatly featured business profiles you see at the top of your search results). You’ll learn how to figure out who your main competitors are, how to use Local Falcon metrics to make ranking improvements over time, and insights into the many effects of proximity and your area’s geography on ranking factors.

Later, the guys dig in even deeper to explain how Local Falcon can be used to help you figure out whether you ought to open another office, or, perhaps, close one down. They hash out how to assess your metrics to determine the success (or lack thereof) of your investments.

The News:

A very long, drawn-out Google Algo Update is finally done, and it was big—according to people who care about that stuff.
Yelp has never been fond of Google, and the recent ruling against the Googs gave them the ammo they needed for a lawsuit – Yelp sues Google for antitrust violations – The Verge.
And, the compulsory AI mention: Semrush Launches AI Overview Tracking in Organic Research.

Mentioned in this Episode:

Local Falcon

Does My Website Suck? | Law Firm Website Teardown – LHLM Episode

LEX Summit Digital Marketing Q&A / Live Taping of Lunch Hour Legal Marketing

How Can Social SEO Generate Free Traffic and Improve Your Law Firm’s Conversions? with Paul Counts and Shreya Banerjee

Ally Kvidt — Tue, 10 Sep 2024 04:00:09 +0000

In this episode, Paul Counts and Shreya Banerjee return with excitement to discuss the evolution of SEO and its critical role in marketing strategies for law firms.

They delve into the concept of ‘Social SEO’, which emphasizes creating keyword-focused content to improve search engine visibility on social media platforms like Instagram and TikTok. The episode also compares past and present SEO practices, such as the shift from using purely hashtags to incorporating relevant keywords in social media posts.

More practical advice includes the importance of writing for human readers rather than AI, using tools like Google and Instagram’s search features to find popular keywords, and having a critical ‘above the fold’ section on websites that captures visitor attention. The discussion also covers the foundations of conversion rate and sales optimization (CRSO), with an emphasis on understanding customer pain points, designing powerful calls-to-action, and using tools like Inspectlet to track site performance.

Paul and Shreya gives listeners actionable tips on:

00:00 Intro
01:33 Understanding Social SEO
02:52 Evolution of Social Media and SEO
05:49 AI and Social Media Search
06:47 Finding the Right Keywords
08:41 Common Mistakes in Social SEO
08:58 Importance of Human Touch in SEO
11:29 Conversion Rate and Sales Optimization (CRSO)
15:32 Effective Website Strategies
23:27 Call to Action and User Engagement
25:05 Book Recommendation and Final Thoughts
28:51 One Big Takeaway

Resources mentioned in this episode:

The Ultimate Sales Letter by Dan Kennedy

Connect with Paul here:

Connect with Shreya here:

Instagram

Connect with me

Perfect Albums, Vol 6; Straightforward Marketing for Your Law Firm; & “Don’t Sweat It!”

Ally Kvidt — Thu, 05 Sep 2024 08:00:07 +0000

If you’re not marketing your law firm well, you’re sitting on a whole lot of untapped potential for income and growth. Jared talks to Ashley Robinson of Green Cardigan Marketing about the need she saw in the legal world for honest, straightforward marketing tactics that help law firms bring in new clients and greater profits. She explains engagement strategies, effective intake processes, essential marketing technology, and more.

Later on in the Rump Roast, Jared and Ashley play “Don’t Sweat It!”––a delightful round of sweater-related trivia.

And, it might seem like Sheryl Crow got a late start to her music career, but she was deeply involved in the music industry for many years before her breakthrough solo album, “Tuesday Night Music Club” rocketed her to fame at age 31. That first album was pretty fun, but Sheryl’s perfect album came later with “The Globe Sessions.” Jared digs into the exceptional appeal of this deliciously hard-edged pop/rock album.

Yes, Jared does have a playlist of his favorite Sheryl Crow songs.

Our opening song is Two Cigarettes by Major Label Interest.

Our closing song is Golden Light by Reveille

Does My Website Suck? | Law Firm Website Teardown

Ally Kvidt — Wed, 28 Aug 2024 08:00:40 +0000

You may be losing prospective clients if their experience on your website is mediocre—or just plain bad. The guys share how to fix things up to grow your business.

What do marketing pros look for when they check into a law firm’s website? Gyi and Conrad take us through their processes as they take a deep dive into the structure and content of a Denver PI law firm website. They explain what to be on the lookout for, how issues with both site content and coding negatively affect a user’s experience, and tools they use to assess the visibility, credibility, and success of a site.

WATCH ON YOUTUBE

The News:

Will there be any enforcement behind this? We hope so: FTC Fake Reviews Rule and the End of “Fake Reviews”? (John Henson).
Looks like Google AI Overviews Are Impacted By Core Updates, but will it change anything?
Joy Hawkins writes about How Links Impact Organic Results and Local Packs, but Gyi’s got beef.
AI Overviews Research: Analyzing sources in Google’s AI-generated answers—Are you tracking this stuff? You should be!
Clio Sets Legal Tech Funding Record with $900M Raise at $3B Valuation. Someone’s got to compete with them, but can they, really?

Mentioned in this Episode:

Get a free Marketing Plan Template from Spotlight Branding!

The Long Game: Strategic Approaches to Sustaining Client Relationships with Cindy Chang

Ally Kvidt — Tue, 27 Aug 2024 04:00:13 +0000

In this episode, Cindy Chang, a personal brand coach and marketing strategist, discusses sustainable client relationships and strategic branding for business owners, particularly those in service-based industries.

Cindy shares insights from her experience working with Fortune 500 companies and running her own business, The Hustling Heart. Key points include the importance of distinguishing oneself from the company, the role of problem-solving and thought leadership in branding, and practical strategies for maintaining client relationships. The discussion also touches on utilizing one’s network effectively, the value of feedback, and balancing reputation with personal connections.

Cindy gives listeners actionable tips on:

00:00 Intro
01:36 Transitioning from a Firm to Your Own Business
03:37 Establishing Your Unique Identity
07:07 Gathering Feedback and Building Reputation
09:45 Maintaining Client Relationships
13:45 The Value of Personal Connections
15:17 Starting and Sustaining Your Own Business
23:31 The Role of Referrals and Networking
25:05 Thought Leaders Library: Book Recommendation
33:16 One Big Takeaway

Resources mentioned in this episode:

Grit by Angela Duckworth

Connect with Cindy here:

Connect with me

#519: How to Build a Brand Beyond the Courtroom, with Jordan Marsh

Ally Kvidt — Thu, 22 Aug 2024 11:00:06 +0000

In this episode, Lawyerist Lab Coach Sara Muender chats with Jordan Marsh, a civil rights and personal injury attorney and the author of Try Your Own Case. Jordan shares how he’s expanding his 100% contingency-based law firm by developing the Try Your Own Case brand into a new revenue stream.

Learn about Jordan’s innovative plans for an online course and get tips on turning your legal skills into profit. This must-listen episode is perfect for law firm owners looking to diversify their income and boost their practice.

Links from the episode: 

Check out Jordan’s Book: Try Your Own Case

If today’s podcast resonates with you and you haven’t read The Small Firm Roadmap Revisited yet, get the first chapter right now for free!

#518: Why Every Lawyer Needs to Master Storytelling—And How to Do It, with Kate Tellers

Ally Kvidt — Thu, 15 Aug 2024 11:00:29 +0000

Stories are powerful—not just in the courtroom, but in business, with your team, and your life. And, yet, telling a great story is hard!

Stephanie chats with Kate Tellers, senior director and a host of the Peabody Award winning Moth Radio Hour and co-author of How To Tell a Story, about bringing our stories to life.

Links from the episode: 

The Moth

If today’s podcast resonates with you and you haven’t read The Small Firm Roadmap Revisited yet, get the first chapter right now for free!

Best Practices for Law Firm Exits with Kevin McGoff

Ally Kvidt — Tue, 13 Aug 2024 15:45:33 +0000

In this episode, writer and lawyer Kevin McGoff discusses the complexities and best practices surrounding law firm exits. Drawing from his extensive legal career, Kevin emphasizes the importance of self-reflection, understanding personal strengths and weaknesses, and seeking professional advice when contemplating a career change.

The conversation also delves into the ethical considerations and strategic planning necessary for both leaving the legal field and starting a new firm.

Kevin McGoff is the author of Find Your Landing Zone – Life Beyond the Bar, published in 2023. He is a writer, speaker, and lawyer. Kevin is also an avid cyclist and inveterate traveler. During his career, Kevin worked for a state agency, ran a solo practice, and started a law firm. Later he served as General Counsel to a large midwest firm.

Kevin developed a successful program to complement his book designed to motivate lawyers and other professionals to progress from thinking about what’s next in life to creating a personal plan to make it happen.

Kevin gives listeners actionable tips on:

00:00 Intro
06:49 Understanding Your Strengths and Interests
09:53 Taking the Leap: Transitioning Careers
13:16 Starting Your Own Law Firm: Financial Planning
17:45 Ethical Considerations and Client Relations
22:56 Setting Up a New Firm: Practical Advice
31:05 Book Recommendations and Final Thoughts
36:38 One Thing That Works

Resources mentioned in this episode:

From Strength to Strength by Arthur Brooks

Connect with Kevin here:

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Google’s Search Monopoly in Jeopardy: This New Antitrust Ruling Changes Everything

Ally Kvidt — Mon, 12 Aug 2024 16:00:06 +0000

Has Google finally been dethroned? Greg Sterling of Near Media joins Gyi and Conrad to hash out the DOJ’s ruling on Google’s search monopoly.

So, is the government going to break Google up? Greg begins by explaining the nuances of what actually makes a monopoly illegal and whether Google has acted in opposition to the law. Later, the guys discuss the spectrum of remedies that could come into play in Google’s future and whether new competition will be able to break through in the search space. For more on Greg’s perspective, read his article: Google Loses, AI Ankle Biters, GBP Menu Optimization. Gyi and Conrad also ask Greg to give his take on critical things lawyers should do to be easily discoverable by prospective clients and reduce their dependence on Google.

The News:

Google has an illegal monopoly on search, US judge finds

Mentioned in this Episode:

nearmedia.co

localdialogue.com

Interested in attending Auto Crash Litigation 2024? Check out the 360 Advocacy LHLM Discount.

Check out NetDocuments

How Can Neuroscience-Driven Messages Improve Your Engagement? with Aurora Winter

Ally Kvidt — Tue, 30 Jul 2024 04:00:34 +0000

In this episode, Aurora Winter joins me to talk about the importance of appealing to the ‘croc brain’ to grab attention, using social proof for validation, and delivering messages concisely.

Aurora explains the significance of storytelling, particularly the hero’s journey structure, for making messages memorable and engaging. She discusses common pitfalls in communication, provides practical templates for enhancing engagement, and highlights the profound impact of effective storytelling. The episode also touches on the value of making reviews and testimonials compelling. Aurora challenges listeners to focus on improving their communication skills by being mindful of their words and structuring their messages strategically.

Aurora Winter, MBA, is a successful entrepreneur, bestselling author, TV writer-producer, and the founder of www.SamePagePublishing.com. Her award-winning books include “Turn Words Into Wealth” and “Magic, Mystery, and the Multiverse.” Using her expertise in film and neuroscience, she helps people tell memorable stories that build brands, books, and businesses.

Aurora gives listeners actionable tips on:

00:00 Intro
02:38 Common Communication Mistakes
05:45 Understanding the Croc Brain
08:37 The Power of Social Proof
12:15 Crafting Effective Messages
14:27 The Hero’s Journey in Storytelling
21:01 Connecting with Empathy, Translating Neuroscience into Effective Messaging
23:48 The Power of Storytelling in Marketing
26:48 Crafting Memorable Reviews and Testimonials
31:02 Book Recommendation
32:41 One thing that works

Resources mentioned in this episode:

Confessions of an Accidental Lawyer by Michael Stockham

Connect with Aurora here:

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#515: Simple Marketing Hacks Lawyers Swear By, with Gyi Tsakalakis

Ally Kvidt — Thu, 25 Jul 2024 11:00:13 +0000

A law firm’s marketing efforts are never-ending! That, coupled with the fact that algorithms and tools seem to also always be changing can leave lawyers with a marketing headache. In this episode, Stephanie chats with the host of the popular podcast, Lunch Hour Legal Marketing, Gyi Tsakalakis about the latest things to know in law firm marketing.

Links from the episode: 

Listen to the Lunch Hour Legal Marketing Podcast

If today’s podcast resonates with you and you haven’t read The Small Firm Roadmap Revisited yet, get the first chapter right now for free!

How does Google know who you are? | Authorship v. Expertise

Ally Kvidt — Wed, 24 Jul 2024 08:00:21 +0000

You wrote some stuff, have great expertise, have great content… but does Google care? The guys hash out how to establish your cred and boost your content with tactical authorship strategies.

Conrad still values the bygone era of Google’s authorship attributions, but Gyi’s all about the latest on expertise with E-E-A-T. Who’s right, and how is authorship recognized by search engines across the breadth of the internet? Gyi and Conrad throw down on best practices for helping your content demonstrate Google’s E-E-A-T criteria and solidify the importance of your authorship. And, it’s not just about you publishing on your own domain. The guys explain how to effectively expand out onto other reputable platforms/publications to help search engines value and promote your expertise.

Learn more here:

Creating Helpful, Reliable, People-First Content | Google Search Central | Documentation

And here:

Author markup best practices

The News:

There’s not a lot of control over how brands show up on Google—will this change anything? – Maximize performance on Search with updates to query matching
Google killed off its business messaging. What’s the deal? – Changes to Google Business Profile Chat
Gyi and Conrad will both be at some upcoming events! Come see them at Auto Crash Litigation 2024 and Law Firm Summer Reboot Camp.
And, for even more of Gyi’s mellifluous tones (oh, and marketing know-how), check out his appearance on the ABA Legal Rebels podcast.

Mentioned in this Episode:

LHLM Episode – Google’s Algorithm EXPOSED – What Matters and What Doesn’t – Legal Talk Network

How generative AI can help you market your legal practice

Ally Kvidt — Wed, 17 Jul 2024 15:00:31 +0000

There has been a lot of talk and concern about generative AI tools and how they are changing the legal industry.

A major worry for many lawyers is that these tools could replace them or make them redundant.

But what about the potential of generative AI to help lawyers generate business, market themselves more effectively, and make more money?

On this month’s episode of the Legal Rebels Podcast, Gyi Tsakalakis, founder of AttorneySync and EPL Digital and digital marketing expert, talks about how generative AI can help lawyers generate business and market themselves.

Why Aren’t Your Meta Ads Working? The SEO Mistakes Costing Law Firms Clients with Nicki Sciberras

Ally Kvidt — Tue, 16 Jul 2024 04:00:38 +0000

In this episode, Nicki Sciberras from Digital Exchange shares insights on how law firms can leverage Meta ads to grow their businesses. The discussion covers the importance of understanding marketing funnels, the types of Meta ads and how they work, common mistakes in ad campaigns, and the significance of website optimization.

Nicki emphasizes the need for proper testing and targeting in ad campaigns, highlights the impact of a positive money mindset on marketing budgets, and provides practical advice for improving conversion rates. The episode also underscores the role of agencies in achieving optimal results from Meta ads.

Nicki is a Meta Ads and SEO strategist and coach. An expert in her field, she helps online businesses profitably grow and scale their brand so they can live life on their own terms.

Monica gives listeners actionable tips on:

00:00 Intro
01:06 Understanding Meta Ads
03:07 Exploring the Marketing Funnel
04:25 Types of Ads and Their Purposes
07:56 Retargeting Strategies
11:53 Common Mistakes in Ad Campaigns
14:33 Optimizing Your Website for Conversions
18:58 The Importance of Testing and Optimization
24:22 Budgeting and Money Mindset
31:31 One thing that works

Resources mentioned in this episode:

- Get Rich, Lucky Bitch! by Denise Duffield-Thomas
- Done-for-you Traffic and Sales Calculator and Planner. It can help users determine exactly how much traffic they need to hit their sales revenue goal this year and beyond (and an action plan to get there): https://www.thedigitalexchange.co/traffic

Connect with Nicki here:

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How To Do Social Media Marketing the Right Way

Ally Kvidt — Wed, 10 Jul 2024 16:45:37 +0000

Which platform is best for marketing your law firm? Facebook? TikTok? Insta? Reddit? Well, it depends… And later, hold on to your data, folks! Does a vendor’s use of tracking pixels benefit you or them?

Now, depending on your practice area, certain social media platforms may be better suited to connecting you to your target audience. The guys zero in on which creative strategies work well for differing areas of law and explain how to determine the social media platforms you should be focused on.

Later, what can tracking pixels (like from iHeartRadio, etc.) do for you? Every pixel seems to have a tradeoff, and some of them most likely aren’t worth your while. Gyi and Conrad discuss the benefits and the possible lurking downsides in pixels.

The News:

At the time of this recording, Google’s Search Console had been down for 81 hours. Get it together already, Googs.
And, more Googliness: Google Search Ranking Volatility Over June 28th & 29th Weekend
Is AI search declining? – AI searches around 9% and zero click at 59% and Search Engine Land – AI Overviews
Ryan McKeen launches Best Era and you don’t want to miss it!
Last, but not least, Conrad made an appearance on Charlie Mann’s podcast – They Don’t Teach This in Law School

Mentioned in this Episode:

LHLM Episode – 5 Fresh Takeaways from Clio’s Legal Trends Report || The Case Against ROI – Legal Talk Network

Community Table: Troublesome Employees, Offshoring, and Atypical Marketing

Ally Kvidt — Tue, 09 Jul 2024 11:00:47 +0000

In this episode’s discussions around the Community Table:

A firm owner dealing with discipline problems stemming from her firm’s understaffing is frustrated. Feeling they have the upper hand, some employees are taking advantage of the situation. How can the owner regain control?
What’s the best way to staff up? In-office, remote, or even offshoring some tasks? Christopher and guest Joey Seeber of Level Legal share tips about building a team, from in-house to offshore.
An attorney wants to know if he should borrow to expand his firm in a competitive market. It’s OK to borrow money, but only if you start knowing how you plan to pay it back and what you expect in return.
Evaluating the results of an affinity or educational marketing plan when there’s no direct call to action. It all comes down to new client acquisition and the Five Commandments of Marketing!

How to Fix a Law Firm Website That’s Not Delivering Results with Monica Pitts

Ally Kvidt — Tue, 02 Jul 2024 04:00:04 +0000

In this episode, Monica Pitts, founder of MayeCreate Design and host of the ‘Marketing with Purpose’ podcast, shares insights on transforming a non-performing website into a powerful business tool.

She discusses the evolution of website design since 1998, emphasizing the importance of a website acting as a virtual salesperson. Topics covered include understanding client awareness and interest, the importance of mobile-first design, avoiding stock photos, compliance issues, and regular website auditing. Monica also stresses the importance of including FAQs, using Google Analytics to measure performance, and ensuring team coherence.

Monica is a techy, crafty, aerial dancer with a Bachelor of Science in Agriculture. Monica possesses a rare combination of design savvy and technological know-how. She puts her down-to-earth problem solving skills to work providing solutions to marketing and communication challenges through technology. When she’s not running her business she’s raising her two daughters, 9 and 13, petting her puppies, traveling with her husband, Mike, dancing in air or digging in the dirt!

Monica gives listeners actionable tips on:

00:00 Intro
00:47 The Evolution of Websites
01:16 Websites as Sales Tools
02:49 Understanding Your Clients
05:46 Common Website Mistakes
07:33 Mobile Optimization
10:08 Compliance and Privacy Policies
12:00 Using Analytics to Improve Performance
13:00 The Importance of Authentic Imagery
21:17 FAQs and User Engagement
23:16 Book Review: The Power of a Positive Team
25:37 One thing that works

Resources mentioned in this episode:

The Power of a Positive Team by Jon Gordon

Connect with Monica here:

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How Much Marketing Is Enough? – Legal Marketers Explain

Ally Kvidt — Wed, 26 Jun 2024 08:00:25 +0000

Lawyers can’t just take a backseat when it comes to marketing, but what do you actually need to know to make sure your marketing approach holds water? Later, how do you go about marketing for two distinct practice areas in your law firm?

Depending on your role in your firm, you may need to know much more or much less about the way the marketing world works, but you absolutely need to have some basic knowledge to ensure that your tactics/data/vendors/potential hires/etc. make sense. Gyi and Conrad talk through what you need to know to be able to hold your marketing people accountable for delivering on your law firm’s objectives.

Next, if you have more than one practice area in your law firm, what’s the best way to make sure each one is marketed effectively? The guys answer a question about how to grow different aspects of your law firm with well-thought-out marketing, resource allocation, and web content.

The News:

Hona succeeded in raising $9.5M, so there’s all sorts of new potential there.
Get more of Conrad and Gyi! The guys will be speaking at Answering Legal Summer Camps – July 24th and August 14.
Gyi told you so on LSAs! Go listen to these episodes: Google Local Service Ads: To Brand or Not to Brand? and The Lawyer’s Guide to Conversions || Listener LSA Queries

Mentioned in this Episode:

Gyi’s Google Leak Threads on X

What Every Lawyer Needs to Know About Online Reputation and Referral Growth with Gert Mellak

Ally Kvidt — Tue, 18 Jun 2024 04:00:56 +0000

In this episode, Gert Mellak joins me once again to talk about the crucial importance of online reputation and referral growth for law firms. The discussion revolves around common misconceptions law firms have about separating word of mouth from marketing, and how a firm’s reputation is inherently part of its marketing strategy.

Gert elaborates on the insights from his book ‘Fix Your Online Reputation,’ explaining how to manage and improve online reputation through proactive measures such as generating positive reviews and strategically using ads. The conversation also touches on the role of SEO, knowledge panels, and social media in shaping a firm’s online presence and credibility. We conclude by stressing the importance of maintaining a clean brand profile and the potential financial impact of neglecting online reputation.

Gert gives listeners actionable tips on:

00:00 Intro
00:50 The Importance of Online Reputation for Law Firms
02:12 Understanding and Managing Negative Reviews
04:22 Strategies to Improve Online Reputation
11:42 Google Knowledge Panel and Business Profile
17:21 Leveraging AI and Consistent Information
21:54 Starting the Internal Audit
23:59 Quick Fixes to Save Money
24:49 Common Mistakes in Reputation Management
26:57 Proactive Strategies for Positive Reviews
31:24 Thought Leaders library
35:14 Managing Social Media and Personal Life
42:08 One thing that works

Resources mentioned in this episode:

The Checklist Manifesto by Atul Gawande

Connect with Gert here:

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The Caitlin Clark Experience; Being a Camera-Ready Professional; and “Candid Camera”

Ally Kvidt — Fri, 14 Jun 2024 11:00:56 +0000

Getting in front of an audience to communicate on camera certainly doesn’t come naturally to all (most?) attorneys, but if you’re feeling embarrassed by your lackluster video presence, there are ways to overcome those on-camera nerves. Jared talks with Kerry Barrett about how she helps professionals sharpen media skills to increase their visibility and present confidence and credibility to their audience.

In the Rump Roast, they play “Candid Camera”, where Jared asks Kerry questions on the history of all things video. What was the last truly silent film? What band played the first-ever music video on MTV? Listen in to find out if Kerry’s up to the trivia challenge.

And, lastly, hating on Caitlin Clark is utterly ridiculous. Jared expounds upon the many reasons why WNBA players (including Caitlin’s own teammates) need to take advantage of the hype and bask in all that Caitlin Clark is bringing to women’s basketball.

Since Video Killed The Radio Star, here’s a playlist featuring songs that had some of the best music videos.

Our opening song is Two Cigarettes by Major Label Interest.

Our closing song is Just Like Me by Thruline.

Google’s Algorithm EXPOSED – What Matters and What Doesn’t

Ally Kvidt — Wed, 12 Jun 2024 08:00:29 +0000

The secrets of Google’s algorithm are out! So, what (if anything) should you do?

Is this the biggest news to hit the SEO industry ever? Google has had their first high-profile leak, courtesy of one of their very own engineers, and now SEOs are working all kinds of angles to leverage this new information. So, how juicy is it? Is all the hype justified? There’s a lot to unpack here, and you should certainly proceed with caution if some sort of SEO professional has flashy “leak secrets” for sale. Gyi and Conrad dig into the pile to explain how to process this news and make smart, tactical decisions moving forward.

The News:

For the first time, Google has had a major leak.

Quite a few AI Overviews have been scarily bad, and could be considered hilarious, dangerous, or future lawsuit fodder—especially if you’re the unlucky fellow who takes AI’s advice about eating rocks or adding glue to your pizza sauce.

The ABA has a new ethics opinion on Listservs, so here’s what you need to know:

ABA issues ethics guidance on a lawyer’s use of listservs, particularly for pending matters

And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Secrets from the Algorithm: Google Search’s Internal Engineering Documentation Has Leaked – Mike King / iPullRank

Local Search Implications of the Google API Leak – David Mihm / Near Media

5 local SEO insights from Google’s API documentation leak – Andrew Shotland / Search Engine Land

What’s Wrong With Your Emails? Common Legal Marketing Blunders Exposed with Tanya Brody

Ally Kvidt — Tue, 04 Jun 2024 04:00:04 +0000

In this episode, we welcome email marketing consultant and copywriter Tanya Brody to discuss how law firms can utilize email marketing to attract and retain clients.

Tanya shares insights on common email marketing mistakes made by lawyers, such as targeting the wrong audience, overemphasizing credentials, and using overly sophisticated language that can alienate potential clients. She emphasizes the importance of creating lead magnets tailored to address clients’ immediate needs and outlines a strategic email funnel from awareness to repurchase. Tanya also highlights the necessity of compliance with email marketing laws to avoid blacklisting issues.

Tanya Brody is an email marketing consultant and evangelist. The “Hill She Will Die On” is that every business needs an email list, regardless of size, industry, product, or service. Email is hands-down the best way to stay in touch with genuinely interested potential customers and current customers. It also has the highest ROI of any marketing channel, at 4400%. Tanya helps her clients and her students build a relationship with their subscribers and use that relationship to convert those subscribers into happy, loyal, paying customers.

Tanya gives listeners actionable tips on:

00:00 Intro
01:19 Common Mistakes Lawyers Make in Marketing
01:54 The Importance of Knowing Your Audience
03:33 Simplifying Legal Jargon for Better Client Communication
05:33 Email Marketing: A Tool for Client Retention and Acquisition
08:06 Nurturing Clients Through the Marketing Funnel
18:05 Leveraging Lead Magnets for Law Firms
25:41 Navigating Email Overwhelm: A Strategic Approach
26:32 Crafting the Perfect Welcome Sequence
27:36 The Art of Email Sequencing for Engagement
28:34 Why Law Firms Struggle with Email Campaigns
29:25 The Importance of Delegating Email Marketing
33:06 Compliance and Email Marketing: Navigating the Legalities
39:27 Book Recommendation
42:31 One thing that works

Resources mentioned in this episode:

Invisible Selling Machine by Ryan Deiss

Connect with Tanya here:

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10 ESSENTIAL Digital Marketing Tools for Lawyers (MUST HAVE!)

Ally Kvidt — Wed, 22 May 2024 08:00:05 +0000

Whether you have a DIY approach to your law firm marketing or an in-house team at your beck and call, you really should be using the top tools of the trade, and Gyi and Conrad share just what you need! But first—many, many SEOs preach that you should keep ALL your old content… but we’re pretty sure you really need to toss the majority of that bulk overboard.

Is your website riding a bit low in the water? We keep hearing marketers say that your old content is some sort of treasure trove, but, more likely, it’s just outdated junk that needs to be jettisoned—quickly. Clearing things out can make more valuable content perform better, and Gyi and Conrad lay out how to decide what should stay and what should go.

Next, the list you’ve always needed to fill up your marketing toolbox! Depending on your approach and resources, the guys outline three different lists of essential tools to help you hone your marketing tactics.

Total Beginner – The DIY Lawyer’s Marketing Tools

Google Searches
Meta’s Ad Library
Google Maps
CallRail
Camera
Microphone – SM58, MV7, or similar.

Intermediate Tools – For the Those With Growing Expertise

Local SEO Tools: Local Falcon, BrightLocal, Whitespark, or Places Scout.
Intake Management Software: Clio Grow, Lawmatics, Litify, Lead Docket, etc.
A Link Index Tool: Ahrefs, Semrush, Moz

Advanced Tools – for the Seasoned Pro, Marketing Directors, SEO Leads, and the Like!

Screaming Frog

The News:

Google I/O 2024 (their developer conference) just wrapped up, so what’s gonna be happening with the latest in the search realm? Google is adding more AI to its search results | TechCrunch and Generative AI in Search: Let Google do the searching for you.

ChapGPT 4.0 (Omni) is now available, and we’re all just still hoping AI isn’t going to eventually kill us all: Hello GPT-4o | OpenAI
LSA now means Let’s Screw Attorneys — So, should you play the game or just quit now?
Thanks? We got a blog award: The 16 Best Legal Marketing Podcasts Of 2024

Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23.
And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Can Your Law Firm’s Podcast Become a Go-To Legal Resource? With Alex Sanfilippo

Ally Kvidt — Tue, 21 May 2024 04:00:22 +0000

In this episode, Alex Sanfilippo, founder of Podmatch.com, joins me to discuss strategies for leveraging podcasts effectively, especially for law firms seeking to become authoritative resources in their niche.

He talks about the significance of podcasting in marketing strategies, emphasizing consistency, niche targeting, and value addition over pursuing ad revenue or broad listener demographics. Alex also highlights the importance of simple, actionable calls to action and engaging content that establishes a firm’s authority. The episode includes insights on monitoring success metrics beyond traditional analytics, making it a must-listen for law firms aiming to optimize their podcasting efforts.

Alex gives listeners actionable tips on:

01:19 Exploring the Potential of Law Firm Podcasts
02:11 The Evolution of Podcasting Post-Pandemic
03:04 Understanding Podcast Statistics and Trends
04:56 The Importance of Staying Active and Niche in Podcasting
06:11 Measuring Success in Podcasting Beyond Ad Revenue
10:41 Maximizing Podcast Impact with Authenticity and Simplicity
16:27 Effective Calls to Action in Podcasting
19:26 Unlocking Podcast Potential: Free Resources and Quick Wins
19:55 Creative Lead Magnets: Beyond the Call to Action
20:58 Innovative Engagement: The Power of Quizzes in Marketing
25:20 Establishing Authority and Consistency in Marketing
26:04 The Key to Success: Consistency in Podcasting
26:50 Navigating the Marketing Landscape: Avoiding the Viral Trap
29:54 Continuous Improvement: The Secret Sauce of Successful Marketing
31:58 Book Recommendation
36:42 Tips for getting those impactful interviews
39:00 One thing that works

Resources mentioned in this episode:

The Practice by Seth Godin

Connect with Alex here:

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Google Local Service Ads: To Brand or Not to Brand?

Ally Kvidt — Wed, 08 May 2024 08:00:16 +0000

Y’know what’s super annoying?—Google thinking it was okay to just auto-enroll all LSA clients into their branded queries. Sheesh. Later, should we all be mourning the death of links for SEO (again)?

Google… someday, we’d really appreciate it if you stopped being so presumptuous. Listen up, business owners—Google’s auto-enrollment scheme in branded queries for LSAs might be leading you to spend money unnecessarily, but it’s all a little too murky to know what’s really happening. The good news is: you can opt out if you want to. The bad news is: the current data is so fuzzy that it’s pretty darn tough to tell whether opting out is the right move. Gyi and Conrad pick apart their findings thus far and offer insights into how to navigate these shifts in your LSAs.

The Link is dead; long live the Link? A recent article headline caught our attention: Google Confirms Links Are Not That Important. Is this really true, though? Nah. Links may have decreased in significance in some ways, but they still absolutely have a place in the SEO kingdom, and Gyi and Conrad explain why.

The News:

Google just shared their Q1 earning call, and nearmedia.co has all the deets.
Whaaaaa..?! Google Confirms Links Are Not That Important
Google’s March 2024 Core Update Finished April 19th — Hopefully any turbulence you experienced has died down by now.
Next, Google tests scan-to-call QR codes and extra images on sponsored ads. If you see one within the legal sphere, send it to us!
For all 2 of you who needed to know, you can no longer manually update ads on Bing as of April 30th: Microsoft Ads to replace Manual CPC with Enhanced CPC by end of April
Old news? The Federal Trade Commission Announces Proposed Rule Banning Fake Reviews and Testimonials. Somebody’s gonna get in big trouble, y’all; we’re looking at you Banana Slicer.
Gyi and Conrad will both be participating in the Law Firm Growth Summit from May 21-23.
And, LocalU Detroit is coming up on June 24th!

Mentioned in this Episode:

Brand Conquesting: Dirty and Underhanded? || How would you spend $5000? – LHLM Episode

Join us live for LHLM Office Hours on LinkedIn or YouTube, May 17th.

Mockingbird Legal Marketing 2024 Review

How Strong Branding Moves Clients Through the Marketing Funnel with Erin Andrea Craske

Ally Kvidt — Tue, 07 May 2024 04:00:17 +0000

In this episode, Erin Andrea Craske joins me to discuss the critical aspects of branding, emphasizing the common pitfalls businesses face in their branding strategies.

She highlights the lack of engaging branding within the legal industry as a prime example of widespread branding issues. Erin stresses the importance of understanding that regardless of the industry, whether B2B or B2C, the target audience consists of humans, and emotional connection is key to effective branding.

She argues that many companies fail to convert potential clients into actual clients because they overlook the emotional and psychological factors that influence decision-making. The conversation also covers the significance of targeting specific customer segments and the necessity of imbuing brands with emotional value to differentiate them from competitors.

Erin Andrea Craske, an award-winning strategist, boasts a 20-year career, culminating as Global Head of Consumer Brands. With expertise in strategic development, profitability, leadership, and communication, she’s an ICF-certified executive transformation coach. Leveraging 16 years of leadership, she empowers conscious business rebels to succeed and create positive impacts.

Erin gives listeners actionable tips on:

0:00 Intro
03:29 The core of branding – getting people to make the decision in the way we want them to when it comes down to the right time
05:16 How to move people through the decision process rather than assume action
11:14 The money drain on acquisition/awareness when you’re not using a strategy
14:55 Adding the emotional piece into consideration to really speak to clients
18:07 The bottom of the funnel, emotionally
22:33 Taking your overthinking out of the brand and focusing on your potential client/customer
23:45 Lead with the questions you most get from your clients
26:44 Book Review
34:24 One big takeaway

Resources mentioned in this episode:

The Art of Happiness by The Dalai Lama

Connect with Erin here:

Connect with me

Marketing Musicals with Jacob Sanders and “Large Fathers”

Ally Kvidt — Tue, 30 Apr 2024 16:00:34 +0000

Bored with your run-of-the-mill marketing campaigns? Maybe it’s time for you to make a musical! Jared brings on Jacob Sanders to learn all about the recent release of NinjaCat’s Big Data Day – a corporate musical. They talk about the history of these sorts of marketing ventures and their uniquely fun and tactical advantages. They also dig into how super effective use of your data will help you run a better, more profitable business.

Next, the Rump Roast! In a new trivia game called “Large Fathers”, Jacob must answer questions about big daddies of historical pop culture.

Also in this episode—Jared, in general, hates musicals (Sorry, Jacob). No spoilers here, but a very select few did make Jared’s remarkably minuscule shortlist.

Our opening track is Two Cigarettes by Major Label Interest.

Our closing track is Sepulveda by Midnight Daydream.

Brand Conquesting: Dirty and Underhanded? || How would you spend $5000?

Ally Kvidt — Wed, 24 Apr 2024 08:00:52 +0000

Your competitor is using YOUR name to promote themselves, and you’re totally ticked, but what can you do? Later, learn the very best ways to spend your marketing budget to grow your business.

Generating clients for yourself by mentioning your competitor is sketchy, right? Or, is it? In the words of every lawyer ever, “It depends.” Gyi and Conrad analyze a particular instance of an aggressive brand practice Ben Glass highlighted in a recent LinkedIn post. A very questionable strategy used by one of his competitors could easily have misled consumers, so, ick, but is there an okay way to use a brand conquest strategy? The guys unpack the philosophy and ethics behind this type of marketing approach.

Pop quiz, hot shot. You’ve got $5,000 for your marketing budget. What do you do? The possibilities could run in a variety of directions, and Gyi and Conrad share several creative takes on what kind of impact can be made with your investment.

The News:

Everybody is in the digital media business—maybe even your bank! Yep, JP Morgan has started an ad agency… What do we think about this? – JPMorgan Creates Marketing Agency Built on Purchase Data
Paid search is still king, but is regicide coming? – U.S. search ad revenues hit record $88.8 billion in 2023

Mentioned in this Episode:

The Next LHLM Office Hours will take place on May 3rd. Join us on LinkedIn!

Gladiator Law Marketing Agency Review 2024

You Asked, We Answered || A Line in the SPAM – LHLM Episode

Do Backlinks Still Matter in 2024? A Fresh Look for Law Firms with Bennett Heyn

Ally Kvidt — Tue, 23 Apr 2024 04:00:12 +0000

In this episode, Bennett Hein, the founder of Backlinks.ai, discusses the role and impact of backlinks in driving organic traffic, enhancing domain authority, and improving website ranking.

He explains the importance of quality over quantity, automating outreach using AI, and the potential pitfalls of pursuing low-quality backlinks. The discussion also highlights tactics like reporter outreach, using platforms like HARO and Featured, as well as the value of legitimately earned backlinks from reputable sources like Forbes and CNN.

Bennett Heyn is an experienced entrepreneur and side hustler. He is from Cincinnati and attended Ohio State University. Upon graduation, he joined Adobe in San Francisco and started an SEO agency.

Bennett gives listeners actionable tips on:

0:00 Intro
2:48 What domain authorities are
03:42 Example of how your domain authority could go down
05:15 How you damage your domain authority
09:37 Leveraging HARO
14:25 Strategies to get quality backlinks
18:20 Do backlinks matter
20:01 What makes a good backlink
20:29 Should you have backlinks to things with a lower DR than you
21:10 Book Review
22:15 One big takeaway

Resources mentioned in this episode:

How to Win Friends and Influence People by Dale Carnegie

Connect with Bennett here:

Connect with me

My CRM is Bigger Than Yours || Quarter 1, Done

Adam Lockwood — Tue, 16 Apr 2024 16:30:27 +0000

Your CRM software isn’t just some technical database that should be hidden away somewhere. If you’ve got it, flaunt it! And, congratulations, you’ve made it through the first quarter. So, what checkups should you be doing on your marketing campaign?

As you meet people, either online or out in the wide world, you should be considering each and every new connection as a way to grow your CRM database. It takes time and discipline to do it right, but it’s totally worth it to grow your business. Gyi and Conrad discuss the possibilities that lie within a robust CRM system and how to meaningfully and effectively leverage those connections.

We’re 90 days in, everyone. How did Q1 go for you? Gyi and Conrad outline all the things lawyers and marketers should start measurably seeing after three months in the full swing of their marketing strategies. Is your target audience working? Are you hitting your priorities? What needs to change? The guys talk through all the questions you should be asking and the benchmarks you should be reaching at this point in the year.

The News:

So, what should we expect from Google in the next 12 months? Well, Conrad just did a session on it at Mass Torts Made Perfect, so he’ll give you an overview!
Universal Analytics is seriously done-zo on July 1, so if you’re still using it, get out now.
LocalU is coming to Detroit, and Gyi gets to help! LocalU taps into industry leading experts to teach about stellar SEO content. Check it: LocalU Detroit 2024

Mentioned in this Episode:

Diverse Marketing || 30 Days In – LHLM Episode

Community Table: Real AI Uses For Legal Work, Marketing ROI, and Paid Consultations

Ally Kvidt — Tue, 09 Apr 2024 11:00:29 +0000

In this episode’s discussions around the Community Table:

AI is all the rage in the public media, but how are lawyers using it in real life? For starters, it can help you with written communications. Tone down an angry brief or client communication. Write advertising or blog communications. Even create Excel formulas. (But remember, it’s a tool, not a replacement for your skills!).
How do you convey the value of a paid consultation? Help clients understand what they get by paying for a professional consultation. Sometimes it starts with an explanation that every case is different, and only a paid consultation can explore all available options before hiring an attorney. Tell prospects what they can expect from you and your conversation is more than a sales call.
Marketing is important. And it’s expensive. How do you know when you’re getting the right ROI? It takes some math. Do you know how much you’re spending and how many paying clients are a direct result?

Plus, the risks and rewards of posting your firm’s phone number prominently. Sometimes putting your number out there generates spam and time-wasting calls when a simple online scheduling tool could be more efficient. What’s right for you?

What Lawyers Need to Know About Website Technology with Dave Sobel

Ally Kvidt — Tue, 09 Apr 2024 04:00:39 +0000

In this episode, Dave Sobel shares his insights on the significant impacts of AI technology and provides guidance on choosing IT service providers for law firms. He emphasizes the importance of recognizing AI as a transformative technology but encourages a balanced approach, highlighting the slower pace of actual implementation versus predictions.

Dave introduces the concept of ‘hard trends’ in technology to aid in future planning and stresses the critical role of human oversight in using AI ethically and effectively. Additionally, the conversation covers practical advice on improving law firms’ operations through strategic IT partnerships, focusing on measurable business outcomes and security precautions against malware and hacking. Sobel advocates for putting people first, underscoring that investments in human relationships are key to successful technology adoption and business improvement.

Dave is the host of the Business of Tech podcast, and owner of MSP Radio. Dave is regarded as a leading expert in the delivery of technology services, with broad experience in both technology and business. He owned and operated an IT Solution Provider and MSP for over a decade, both acquiring other organizations and eventually being acquired. This firm was a winner of multiple awards, including being a finalist for Microsoft’s Worldwide Partner of the Year in the Small Business Specialist category. After his MSP experience, he has worked for multiple vendors at such companies as Level Platforms, GFI, LogicNow, and SolarWinds, leading community, event, marketing, and product strategies, as well as several M&A activities.

Dave gives listeners actionable tips on:

00:00 Intro
01:47 Relating the AI technology explosion to iPhone and the top 3 things to remember when something explodes like this
07:09 Now is the time to think about our ethics and how we will use AI
09:24 AI Checkers – Be skeptical, ways we are already using AI that we may not be thinking
13:30 Good content always needs good craftsmanship, using AI to accelerate and assist our work
16:33 What are the big topics the IT technology realm
19:15 Example of an IT Provider can give the best service and implement tools or systems that are tied to revenue
26:31 Are security issues, malware, hacking the first thing that people talk to him about
28:11 I think my website was hacked – why are they doing that to me?
33:01 Is it anyone’s fault in particular if your DO get hacked
37:56 Book Review
40:04 Trends he is already looking at for AI
42:53 What’s one thing that works

Resources mentioned in this episode:

Flash Foresight by Daniel Burrus

Connect with Dave here:

Connect with me

The Lawyer’s Guide to Conversions || Listener LSA Queries

Ally Kvidt — Wed, 27 Mar 2024 08:00:36 +0000

Ladies and gentlemen! Tonight’s main event is a rough and rowdy throw down over: What exactly is a conversion? Later, LSAs are confusing, amIright? Gyi and Conrad shed some light on how to make the most of your marketing dollar.

So, you’ve just placed a Google ad, written a social post, or sent out a newsletter. Then, you sit back and hope for… what, exactly? There is definitely some argument about what a conversion is and isn’t in your marketing scenario, so get ready for some heat as Gyi and Conrad rumble over their diverging philosophies. However, at its core, the guys agree that a conversion happens when a user takes the desired action (whatever that may be) which, in turn, grows your business. They discuss how this plays out in the real world to help lawyers understand best practices in their marketing efforts.

Later, the guys answer Local Services Ad questions from listeners. How long will LSAs be king for small firms? Do you really have to increase your budget to compete with legal behemoths on Google? Can effective targeting solve ad problems? Gyi and Conrad give their best takes on how to understand the nuances of the system.

The News:

Is this whole TikTok ban for realsies? Questionable — Bill that could ban TikTok passed in the House. Here’s what to know
Google Integrates Social Media Posts Into Google Business Profiles Gyi and Conrad talk about how to make the most of it.
Sooo… the Google March 2024 spam update is done rolling out. Did it make any difference?
Coming your way: DIY AI-assisted website stuffs that power your marketing—GoDaddy Launched Airo
And, we’re excited, folks! The First LHLM: Office Hours took place on March 15 and the guys are super grateful for all those who got involved. Join Gyi and Conrad again on March 29.

This Podcast Rated [PG] by the Podcast Association of America* for mild language and bad lawyer jokes.

*not a real thing

Mentioned in this Episode:

Conversion Confusion Cleared Up – LHLM

Last Episode

How not to use TikTok

How Effective Is Your Writing? Tips for Lawyers to Excel as Authors with Nick Hutchison

Ally Kvidt — Tue, 26 Mar 2024 04:00:31 +0000

In this episode, Nick Hutchison, founder of BookThinkers, a company dedicated to helping authors promote and market their books, shares his journey and insights on the importance of reading and applying knowledge from books for personal development.

Nick, who has recently published his first book ‘Rise of the Reader,’ discusses the impact of reading habits on personal and professional growth, and the significance of actionable writing for authors and readers alike.

Our conversation explores strategies for effective reading and writing, touches on the value of non-fiction books, and delves into the role of books in the life of professionals, particularly lawyers. Tips on overcoming reading barriers, setting SMART goals for reading, and making reading and writing actionable are also discussed, providing valuable takeaways for listeners seeking to leverage books for learning and growth.

Nick Hutchison is the visionary force behind BookThinkers, a thriving 7-figure marketing agency bridging authors and readers. In just over 7 years, he has cultivated a platform reaching over 1,000,000 people monthly and hosts the top 2% global podcast, “BookThinkers: Life-Changing Books,” featuring interviews with renowned authors like Grant Cardone and Lewis Howes. Nick’s platform and services have empowered countless authors to reach millions of readers, driving substantial revenue growth. His services encompass video production, podcast booking, and social media brand building. With a mission to inspire readers to take action, Nick authored “Rise of the Reader,” delving into mastering reading habits and applying newfound knowledge to unlock potential.

Nick gives listeners actionable tips on:

0:00 Intro
2:19 My favorite book of 2023
03:47 Tracking reading and using GoodReads
5:28 Nick’s favorite book of 2023
7:37 How to write in a compelling way for readers to take action on the advice given
9:11 Top examples of actionable books
11:50 SMART goals for each book you read
13:27 Mistakes people make when writing
16:18 The importance of language for concise communication
17:30 Getting a reader to follow through with a specific call to action
23:47 How to get the reading inertia going and good reading habits to adopt
28:34 Extracting book information from nonfiction books to apply to your life
34:53 Book Review
43:57 About Nick’s book

Resources mentioned in this episode:

Connect with Nick here:

Connect with me

Bull$#!% You Hear at Legal Conferences || What Are You Reading?

Ally Kvidt — Wed, 13 Mar 2024 08:00:39 +0000

This time, the guys unpack Google’s latest headlines, caution lawyers against some highly questionable speakers at legal conferences, and share the latest books to add to your reading list.

Today’s big thing—The News:

Google’s latest core updates are really trying to crack down on spam and garbage content. Will it work? Gyi and Conrad talk through what it all means for you. Check out: Google’s Search Status Dashboard for Ranking and Google Is Finally Trying to Kill AI Clickbait.
Disgusting, but predictable––Google’s February LSA update was super gross: Google tests Branded Local Service Ads with opt-out option.
Gyi explains how Google is trying to reduce spam in some areas through quality rater guidelines, but they don’t seem to care about it when it comes to ads: Search Quality Rater Guidelines: An Overview.
Conrad rants against Google’s Pay Per Click (PPC) tactics, so to wrap your head around PPC marketing in general, try LHLM 101: Advertisement Buying Alphabet Soup and Search Engine Land’s What is PPC – Pay-Per-Click marketing?

Later, there are a fair amount of conference sessions these days in which the speakers are paying big money to pitch their message/product to attendees. What do we think of this practice? Gyi and Conrad both have their own take, but the bottom line is: there’s a lousy content issue at conferences, and the guys share IRL examples of session claptrap you should avoid.

Finally, what have the guys been reading lately? For Conrad, Shoe Dog by Phil Knight, tells the story of the messy process of building a successful business. And Gyi has been reading all of Tiago Forte’s books, including Building a Second Brain and The PARA Method for organizing your digital life.

Mentioned in this Episode:

LHLM Office Hours are coming March 15th! Register or View Here

The Game Changing Attorney Podcast: The Brutally Honest Guide to Public Speaking

Curtis Boyd – The Transparency Company

Key Strategies for Positioning Your Law Firm for Growth with Doug Reifschneider

Ally Kvidt — Tue, 12 Mar 2024 04:00:15 +0000

In this episode, I’m joined by Doug Reifschneider, a Fractional Chief Marketing Officer at Chief Outsiders, to discuss the benefits and strategies of employing fractional CMO services for law firms.

Doug Reifschneider is a marketing veteran from the restaurant industry. During his four-year tenure with Chief Outsiders as a fractional Chief Marketing Officer (CMO), Doug has worked with home services, funeral services, franchised security services, B2B, and restaurants to prove that marketing skills are transferrable. Chief Outsiders is the largest Fractional CMO firm in the USA.

Chief Outsiders stands as the largest fractional CMO firm in the U.S., offering over 110 CMOs and chief sales officers. Doug shares insights into the growing trend of fractional services across industries, including law firms, and emphasizes the importance of understanding customer needs, competition, and unique value propositions for effective marketing strategies.

We get into ‘The Growth Gears’ methodology as a simplified approach to marketing strategy, focusing on insights, strategy, and execution phases to fuel business growth. Doug also highlights common marketing mistakes businesses make, such as lack of coherent strategy or ‘random acts of marketing,’ and suggests solutions like customer nurturing and leveraging operational systems for automated post-purchase engagement to keep law firms on the path to growth.

Doug gives listeners actionable tips on:

0:00 Intro
2:18 How he starts a big marketing strategy for a client
4:59 Using your people as a point of differentiation
8:31 How to move your clients through “I need marketing” to spending time going through a strategy for growth
10:34 How to explain the mistakes your clients are making when they come to you
12:54 What kind of suggestions do you offer at the bottom part of the funnel
16:56 How do you avoid random acts of marketing and stay focused
18:16 Do you have metrics and reporting to assure people it’s working
20:32 What’s the typical timeframe you recommend for them to see results
23:25 Looking at clients as customers and why language matters
26:31 Book Review
31:50 One big takeaway

Resources mentioned in this episode:

The Growth Gears by Art Saxby

Connect with Doug here:

Connect with me

What’s Your Best Cost Per Acquisition? || Drafting Your Marketing Dream Team: Round 4

Ally Kvidt — Wed, 28 Feb 2024 15:00:55 +0000

Is there some sort of universal average you should be hoping for in your cost per acquisition, particularly on social media? Gyi and Conrad have the answer. And, later, your marketing dream team needs an off-hours operator!

What is the best cost per acquisition you can hope to attain in your social media marketing efforts? Gyi and Conrad unpack this listener question and dig into how it actually ought to be considered in an entirely different way. Is a cost per acquisition of under $100 the magical threshold everyone thinks it is? Your law firm’s goals might beg to differ.

Later on, the draft for your marketing dream team is back! The guys talk about the essential role of the off-hours operator. Whether human-powered or fully automated, your firm needs to be able to be communicative with consumers at all times, day and night.

The News:

Google and Reddit are getting together: Google strikes $60 million deal with Reddit, allowing search giant to train AI models on human posts – CBS News
Aaand, more Google, as usual—they’re working with machine learning to keep trying to actually be helpful: How machine learning keeps contributed content helpful
Gyi was on Trial Lawyer Nation, so you better go check that out.

Mentioned in this Episode:

Reddit Episode

It’s Goog Enough! – Blind Five Year Old

Is Your Marketing Funnel Leaking Clients? Improving Relationships and Conversions with Cindy Chang

Ally Kvidt — Tue, 27 Feb 2024 05:00:17 +0000

In this episode, brand coach Cindy Chang joins me to discuss improving client relations, attracting ideal audience, and converting leads into clients through the marketing funnel.

We explore the importance of understanding your audiences’ needs, the role of demographics and psychographics in shaping marketing strategies, and how to show value to potential clients. Cindy emphasizes on focusing on the outcome rather than the features of a service to effectively appeal to clients.

You have unique gifts to share. But… does the world KNOW what you have to offer?

Cindy is the person who helps make sure the answer to this question is a resounding: YES.

Cindy cut her teeth on marketing for nostalgic brands like Kraft Mac & Cheese to JELL-O, before leaving corporate and leaping into entrepreneurship. Today, she helps founders and creatives build their own brands: from scratch.

From helping an Asian woman-owned business break into the male-dominated construction industry… to launching grief circles during the holiday season… Cindy helps business owners with unconventional gifts share their work, and redefine norms along the way.

Cindy gives listeners actionable tips on:

0:00 Intro
2:13 How can people improve the middle section of the sales funnel
3:18 What is ‘showing value’?
10:37 Cindy’s approach and philosophy to get people to buy
17:01 How do you find your dream audience and then build relationships to create clients from audience members
19:28 Old school marketing vs. now
23:36 Basic tips to sustain relationships with past clients
28:27 How to listen in to your audience
31:01 Book Review
32:52 One big takeaway

Resources mentioned in this episode:

You Are the Brand by Mike Kim

Connect with Cindy here:

Connect with me

Law Firm Marketing Mastery in 30 Minutes—GUARANTEED! || r/HiddenGems

Ally Kvidt — Wed, 14 Feb 2024 09:00:36 +0000

Lies, betrayal, false promises… Valentine’s Day may look like it just took a very unromantic turn, but Gyi and Conrad are here to rescue you from a potentially toxic agency relationship. And later, Google’s Hidden Gems might not be all it’s cracked up to be.

We guarantee (okay, we hope!) that you’ll love this podcast, but what about when an agency guarantees success? Flashy promises from marketing agencies are probably always absolutely sketchy, and Gyi and Conrad want to make sure no one takes advantage of you. The guys share the warning signs you should look for when considering a relationship with a new agency.

Next, what’s the deal with Google’s new update, Hidden Gems? It’s meant to bring real user experiences and content to the forefront, but is it actually helping? Forums like Reddit and Quora can be a strategic place to put yourself out there as a lawyer, but don’t be a skeezeball about it. Gyi and Conrad talk through unintended problems arising from Hidden Gems—far too often resulting from users manipulating the system.

The News:

Local Service Ad bombings truly suck, and Google needs to prevent business competitors from using these gross tactics.
AI is coming to Google Maps to help you discover new places through AI Local Guides. Attorneys—pay attention to how this could impact the ways people find your law firm!
Speaking of maps, they’re currently showing up significantly lower in Search Engine Results Pages. How will this affect your business?

Mentioned in this Episode:

What are Hidden Gems? – Google Search ranking improvement aims to surface hidden gems

Beyond SEO

Hreflang: The Easy Guide for Beginners

How Can Your Law Firm’s Content Beat AI? with Gert Mellak

Ally Kvidt — Tue, 13 Feb 2024 05:00:44 +0000

In this episode, Gert Mellak, the founder and CEO of SEOLeverage.com, discusses how to create content that outperforms AI-generated content in terms of SEO.

Leveraging his background in technological development and marketing, he stresses the importance of being consistent and compelling through storytelling and testimonials as these elements are difficult for AI to replicate convincingly.

He also predicts that the issues with AI, such as inaccuracies and invented facts, will be resolved within the next year, making it even more important for businesses to create value-based, human-centered content. Finally, he emphasizes the element of reputation in the face of AI capabilities, highlighting the importance of maintaining relationships and staying in touch with previous clients.

Gert gives listeners actionable tips on:

0:00 Intro
8:34 Do outdated articles cause websites to be devalued
12:38 Weakness in AI generated content
16:18 Where can you use your own writing and content to outperform Ai
21:25 How can we do better and SEO implications
24:08 Is there a way to protect your story
26:24 What do you see happening in the next year with AI and long term
31:54 What do you see for the verification of identify
36:58 Book Review
40:07 Karin’s example of utilizing SEO and not
44:38 One big takeaway

Resources mentioned in this episode:

Spin Selling by Neil Rackham

Connect with Gert here:

Connect with me

Diverse Marketing || 30 Days In

Ally Kvidt — Wed, 31 Jan 2024 09:00:57 +0000

100 episodes! Thanks for listening, LHLMers. This time, we’re focusing on the business and community benefits of expanding into new language markets for your law firm. Plus, what should be accomplished in the first 30 days of a new marketing year?

What should diversity look like in your legal marketing? The ever-growing Spanish-speaking market has made attorneys realize there are many underserved populations in need of greater access to legal services. Whether it be Spanish or another language, what is the best way to reach out to new client populations in your area? Gyi and Conrad share what they’ve learned thus far about inclusive marketing strategies that serve communities more broadly and effectively.

Later on, what progress should lawyers and marketers expect to see after the first thirty days of their engagement/campaign/strategy/whatever? The guys talk through potential benchmarks in a variety of circumstances and the data-gathering frenzy that should eventually become measurable, meaningful metrics for your firm.

The News:

LSA Reporting – you can now see more about your local service ads through Google’s interface, but it still kinda sucks.
Google Business Profile Websites will be turned off on March 1st. Are they quietly sneaking off into the night?
Google is laying off hundreds from their advertising teams. What gives?
The Stafford Jersey Swap was quite a thing.

Mentioned in this Episode:

US Hispanic Population Stats

LHLM Episode: The Anatomy of an Annual Plan || Top KPIs for Law Firm Growth

How to Boost Your Marketing and Money through Podcasting with Tracy Hazzard

Ally Kvidt — Tue, 30 Jan 2024 05:00:51 +0000

In this episode, Tracy Hazzard, CEO and Co-Founder of Podetize, discusses the potential of podcasts as a source of income.

Taking a business-minded approach to podcasting, Tracy emphasizes the potential of podcasts to monetize businesses, products, and services. She underscores that podcasting is often misunderstood as a ‘mysterious’ field where only a handful of people make millions. However, Tracy argues that the true value of podcasting lies in its ability to attract, retain, and engage an audience to build trust and drive business growth. She also highlights the flexibility of the medium, allowing content creators to experiment and evolve their strategy based on audience feedback. Tracy rounds up the conversation by strategically positioning the podcast as an essential part of the marketing funnel, suggesting that a podcast can facilitate the smooth transition of potential clients from one marketing phase to another.

Tracy Hazzard is a seasoned media expert with over 2600 interviews from articles in Authority Magazine, BuzzFeed, and her Inc. Magazine column; and from her multiple top-ranked video casts and podcasts like The Binge Factor, The Next Little Thing and Feed Your Brand – one of CIO’s Top 26 Entrepreneur Podcasts.

Tracy brings diverse views from what works and what doesn’t work in marketing, branding and media from thought leaders and industry icons redefining success around the globe. Tracy’s unique gift to the podcasting, marketing, and branding world is being able to identify that unique binge-able factor – the thing that makes people come back again and again, listen actively, share as raving fans, and buy everything you have to sell.

Tracy gives listeners actionable tips on:

0:00 Intro
2:08 Biggest tip about how people are making money with podcasting
06:56 The “mystery” about podcasting
09:18 What should you be focusing on over ad revenue
14:24 It’s never starting at zero with marketing
16:19 How to convert your audience
17:06 Fact about cover art and naming your podcast
19:25 Thinking about what is going to grow shows – having an outward focus
22:15 People not seeing the value in certain conversions
26:43 Seeing the bonuses after the 25 episode tipping point
28:40 A story about her 3D print show, the power of producing episodes and getting a deal ever after she had stopped publishing
30:55 Why a targeted podcast makes more sense then a viral one
31:55 Investing in your show
33:56 Creating a marketing funnel
40:51 Book Review
43:52 One big takeaway

Resources mentioned in this episode:

Smartcuts by Shane Snow

Connect with Tracy here:

Connect with me

Conrad’s Crystal Ball: The Re-Re-Return — Sponsored by CallRail

Ally Kvidt — Wed, 17 Jan 2024 09:00:48 +0000

Gyi and Conrad gaze deeply into the hazy future of law firm marketing in 2024, but are they true fortune tellers or phonies? They talk through the successes of predictions past and offer their insight into the uncertain future.

Time to dust off the crystal ball, but first, the guys take a look back and show off their brilliant powers of prediction with a whole slew of spot-on prophecies that did, in fact, come to pass in 2023. In-house marketers increased, lawyers took to social media in bigger ways, brand affinity/awareness tactics were key, and more! And, uh… y’know—nevermind that bit of a psychic blind spot on the massive AI renaissance.

Next, let’s take a look at the most significant trends of 2023. The guys unpack the major happenings in AI, the legal business sphere, marketing strategies, social media engagement, and all the other things competent soothsayers must examine as they ponder eternity.

Finally, the future. Gyi and Conrad gaze into the depths of the mystic orb, and what lies ahead is clear—more and more AI is coming into the practice of law. What else? We’re not giving it all away! Listen in to find out.

Many thanks to our friends at CallRail for sponsoring this extra LHLM episode.

Mentioned in this Episode:

How Can Lawyers Turbocharge Their Lead Generation? with Jennie Wright

Ally Kvidt — Tue, 16 Jan 2024 05:00:48 +0000

In this episode, Jenny Wright joins me to talk about how law firms can optimize their lead generation efforts. She explains that while SEO is an important avenue, it should be considered a long-term investment and not the main focus out the gate.

The discussion shifts to the importance of choosing the right lead magnet and how it should be custom-fit to the law firm’s specializations and target audience. We also cover common mistakes in lead generation, such as a poorly converting landing page and lack of consistent marketing efforts. Jenny emphasizes the importance of regularly posting on social media and committing to a marketing strategy for at least 90 days. The conversation touches on the concept of a marketing funnel and the importance of understanding it to avoid marketing pitfalls.

Jennie Wright is an expert in email list growth and lead generation with over a decade of experience helping business owners achieve their marketing goals. She is the creator of The List Injection Method, a system that uses inbound attraction and permission marketing to help clients and audiences generate leads.

With a track record of building over 375+ list builds, Jennie has a deep understanding of the essential steps to creating events that not only attract ready buyers, but also build trust and engagement with audiences.

Jennie’s mission is to empower business owners with intelligent and authentic marketing, lead generation, and business growth strategies that drive bottom-line results. She is a sought-after speaker and consultant who inspires audiences with her expertise, passion, and practical advice.

Jennie gives listeners actionable tips on:

[0:00] Intro
[1:01] Why is SEO not necessarily the place to start
[2:32] What is a lead magnet + examples
[8:37] Where does lead generation fit in to the process
[12:34] How does her fractional CMO program work
[17:36] Where people make the biggest mistakes regarding lead gen
[21:58] Signs your lead magnet isn’t working, and how to fix them
[27:35] Book review
[34:11] One big takeaway

Resources mentioned in this episode:

Making It So by Patrick Stewart

Connect with Jennie here:

Connect with me

Community Table: Keys to an Effective Landing Page

Ally Kvidt — Tue, 09 Jan 2024 15:40:11 +0000

In this episode’s discussions around the Community Table:

Building an effective landing page is critical to making the most of your pay-per-click marketing dollars. Getting “clicks” is one thing, but then what? Hear how to craft a landing page that drives visitors to the next step: hiring you. Go beyond “call now.” Show why you’re the lawyer for the job. What makes you different?
Referrals can be a big part of building your business, but getting them takes careful marketing and effective business relationships. It’s a two-way street. Be a friend to have a friend. It comes down to communication: if done well, it can be your cheapest marketing tool
Building your business strategically helps you manage cash flow. If your practice area is too broad, you may be spreading your time across too many channels. And that can lead to cash shortfalls throughout the year. Understand what your business is really about and focus on that.
You’re thinking of breaking away from a firm and starting your own practice? Hear some real-world advice from lawyers who have been there, done that.

Mindful Gifting || Resolutions Past and Future

Ally Kvidt — Wed, 03 Jan 2024 15:30:49 +0000

If you’ve never put much thought into gifts, maybe it’s time to ponder the influence and effect of a perfectly personalized present. And, how did the guys’ resolutions go last year? Eh… you’ll see.

Unexpected, unnecessary gifts can be pretty darn impactful, and they might just be an awesome way to express your esteem for a valued professional peer. Gyi and Conrad encourage listeners to forgo the pears and apples and consider a thoughtful, personalized gifting strategy that truly shows others you care.

Next, the guys answer a listener question on Google SGE. What are its long-term prospects? Will it play a role in Search? Gyi and Conrad hash out their prognostications.

It seems we love to hate ourselves for failing miserably at New Year’s resolutions. The guys share their successes and lack thereof on 2023’s personal, professional, and podcast goals, and talk about their bright, shiny hopes for 2024.

The News:

Take that, robocallers/texters! The FCC has adopted new rules closing ‘lead generator” loopholes.
Is print coming back? Great Legal Marketing has an excellent print newsletter, so maybe, just maybe, you should consider one as well.

Mentioned in this Episode:

LinkedIn or Out? Is the Platform Overrated for Legal Marketing? with Rich Haik

Ally Kvidt — Tue, 02 Jan 2024 05:00:07 +0000

In this episode, Rich Haik, the owner of Alpha Social Media and host of the ‘Let’s Talk Social’ podcast, joins me to explore the significance of digital media and social platforms for businesses.

With over a decade of experience in digital media and social media marketing, Rich shares an insider’s view on the evolution of social media and its influence on various industries. The discussion revolves around the importance of building an effective online presence, the changing dynamics of LinkedIn for legal marketing, reasons behind the limited effectiveness of certain automated outreach tactics, and tips for creating impactful content. Rich emphasizes the need to consider one’s audience when choosing a social media platform and discusses the future of Artificial Intelligence in content creation and the workspace.

Coming from a deeply entrepreneurial background, Rich Haik developed a passion for technology and social media early in life, influenced by his dynamic exposure to the business world. This interest became the driving force behind his decision, at the age of 23, to establish his own agency specializing in social media and web design. Beyond mere entrepreneurship, this endeavor aimed to integrate his skills and interests, creating a space where he could provide value to others. Now, five years into the venture, Rich’s agency has evolved into a hub for innovation and creativity in the digital realm, offering comprehensive marketing solutions and standing as a testament to the convergence of passion and profession in the fast-paced digital landscape.

Rich gives listeners actionable tips on:

[0:00] Intro
[2:00] Why lawyers should not be afraid of getting on social platforms
[11:17] How to post better
[15:35] Staying up to date on what we should be posting
[17:07] Creating a system for planning for growth especially with holidays
[24:30] Leveraging paid ads on LinkedIn effectively
[27:47] Getting leads from people you know, and leveraging in person leads
[29:40] QR code from your linkedin profile
[32:33] His take on AI
[37:25] How to use ChatGPT in terms of social media
[38:55] Book review
[43:36] One big takeaway from this episode

Resources mentioned in this episode:

Connect with Rich here:

Bad Math – Undercapitalization || Riches in the Niches?

Ally Kvidt — Wed, 27 Dec 2023 09:00:16 +0000

Bad math might be holding you back from your business goals, and, later, is it a good or bad idea to diversify your legal practice areas?

Lawyers aren’t known for their math skills, but those who are business owners need to understand how to budget their money for continued growth. In fact, if you’re not investing enough in your marketing, you might be moving backwards. Gyi and Conrad talk through strategies for effective marketing investments that will help you reach your business goals.

To maximize your revenue, should you undertake multiple niches in your legal practice? It depends. Practice area diversification isn’t all bad—in some markets it might work well for you, but it can also be problematic. They guys break down the pros and cons of a multi-niche legal practice.

The News:

This video looks amazing: Hands-on with Gemini: Interacting with multimodal AI – YouTube. But now it’s looking like we’ve been misled: Google shares sink following reports that some of their AI demo was faked.
Joy Hawkins has informed everyone that they basically don’t exist after hours on Google unless they run a 24/7 listing.

Mentioned in this Episode:

Maximum Lawyer

Website Analytics Demystified: Overcoming Common Obstacles with Philippa Gamse

Ally Kvidt — Tue, 19 Dec 2023 05:00:08 +0000

In this episode, Philippa Gamse, a Digital Marketing Strategist, shares her insights on how business owners can leverage their website analytics to improve their marketing strategy.

Analytics provide a wealth of information that firms and lawyers can utilize to understand if their website is functioning optimally, what areas can be improved, and avenues to potentially extend their income. Philippa emphasizes the need for businesses to understand what they want their website to achieve and use analytics to see if these goals are being met.

Philippa is an Internet veteran of more than 20 years, author, and international business school faculty. She’s helped clients in N. America, Europe and the Middle East to create effective digital marketing strategies and understand their digital analytics data to grow their business both online and offline.

In the course of reviewing more than 5,000 websites, Philippa has found that almost all of them were leaving money on the table, either in missed opportunities for revenue growth, new products, services or target markets, or by wasting money on ineffective marketing.

Philippa gives listeners actionable tips on:

[0:00] Intro
[2:00] How to start looking at websites and their numbers
[7:00] Branded vs. non-branded keywords
[8:00] Leveraging video content
[14:40] How to know if a customer journey is working on your website
[21:26] Credibility issues
[28:07] Tips for when your content isn’t registering with your clients
[33:19] Book review
[36:18] One big takeaway from this episode

Resources mentioned in this episode:

Don’t Make Me Think by Steve Krug

Connect with Philippa here:

Connect with me

The Rising Costs of Google Ads || Traffic for Traffic’s Sake?

Ally Kvidt — Wed, 13 Dec 2023 09:00:12 +0000

Google ad prices keep increasing, but a lot of lawyers feel like their Google marketing isn’t getting them where they want to go. Later, should you keep content that brings in plenty of web traffic but no new customers?

Is Google engaging in some sneaky tactics? Ad prices continue to rise, but many lawyers are feeling like their Google ads are less and less effective. What’s going on here? Gyi and Conrad talk through the increasingly convoluted ad space and how to actually reach your target clients.

Later, a listener asks a question that merits its own segment—what do you do when you have a web page that generates a lot of organic traffic but doesn’t convert to clients? The guys discuss whether all traffic is good traffic and what you should do with a weirdly performing page from a variety of marketing perspectives.

The News:

Once again, Elon’s employing some seriously questionable tactics against his naysayers, and it’s hard to imagine he’s accomplishing anything other than shooting himself in the foot: Elon Musk to advertisers who try to blackmail him: ‘Go f**k yourself’
Danny Sullivan, Google’s Search Liaison, says major changes are coming to search rankings, so buckle up, folks. We may be experiencing some turbulence.
Also from Google—structured data changes. Check out these articles from Search Engine Journal: Google Highlights Forums & Profiles With New Structured Data and Google Search Central: New in structured data: discussion forum and profile page markup.
And, well, Google’s definitely monopolizing the news (again): Jerry Dischler of Google Ads has Resigned.

Mentioned in this Episode:

https://www.reddit.com/r/LawFirmMarketing/

To Redesign or Not: What’s Best for Your Advertising Growth? with Robert Brill

Ally Kvidt — Tue, 05 Dec 2023 05:00:27 +0000

In this episode, Robert Brill shares his expertise on how to optimally use advertising for business growth. He emphasizes the importance of creative development every 3-4 weeks, iterating ad creatives based on performance and audience resonance.

Robert discusses the shift from keyword targeting to a more broad targeting strategy, which gives Meta’s (formerly Facebook) machine learning algorithm the chance to find a business’s best customers through accumulated data. He also elaborates on the importance of having a holistic marketing strategy that covers all levels of a sales funnel. He suggests that the most significant metric is the algorithm chosen and how effectively it achieves the business’s objectives such as generating more leads.

Robert Brill has worked in advertising for 20 years, and is the CEO of Brill Media, a media buying agency that focuses on precision advertising for business growth. The company has been honored 10 times across Inc 5000 and Financial Times 500.

Robert gives listeners actionable tips on:

[0:00] Intro
[1:15] The design of an ad – what works, when should you change it and how many ads should you start with
[2:57] How do you refine ads
[5:15] Explaining why people feel they see the same ad over and over,
[7:00] How Facebook markets to you
[10:15] What’s the first step if your ads aren’t going well
[13:00] What Meta wants from us
[15:50] How to remarket
[18:25] Funnels and creating a strategy
[22:00] Robert’s Book Review
[28:40] What should people be looking at as their campaigns go out – are there red flags?
[32:30] One big takeaway from this episode

Resources mentioned in this episode:

Pre-suasion by Robert Cialdini

Connect with Robert here:

Connect with me

Email Marketing for Retention: Keeping Your Clients Close with Jeff Felten

Ally Kvidt — Tue, 28 Nov 2023 05:00:31 +0000

In this episode, Jeff Felton discusses his expertise in using email marketing to retain existing clients and attract new ones. He warns against a referral-only marketing strategy, advocating instead for a more comprehensive approach.

To enhance client relations and build a positive reputation, Jeff proposes using newsletters, regular content creation and capitalizing on trust, generosity, and a human-focused brand strategy. He also underscores the importance of positioning oneself as a thought leader in their respective market.

Jeff is an email marketing strategist and copywriter who helps service-based professionals hustle less for leads and build armies of loyal fans. In 10 yrs of marketing experience, Jeff has worked with 40+ brands, written thousands of marketing emails and written hundreds of web pages.

Jeff gives listeners actionable tips on:

[0:00] Intro
[1:50] Building your entire firm on referrals
[3:40] Jeff’s experience creating his business
[4:50] Pushing through valleys of your business
[7:40] Repositioning and creating your niche offer
[13:15] Where to start your content system
[15:30] Why a blog is not a place to assume your clients are spending their time
[20:25] Giving away the sauce
[24:35] Building trust with your clients
[30:30] The ‘attract’ piece of the puzzle
[35:35] How to start a conversation around a blog post
[40:00] Long term nurturing
[42:25] An example of a newsletter campaign
[48:10] Leveraging quizzes
[49:30] Jeff’s book review
[53:30] One big takeaway from this episode

Resources mentioned in this episode:

Marketing Rebellion by Mark Schaefer

Connect with Jeff here:

Connect with me

LinkedInGPT || Red Flags for Firing Your Agency

Ally Kvidt — Wed, 22 Nov 2023 09:00:52 +0000

What do we think of using AI in social content creation? It’s complicated. And, the guys share the surefire signs that mean it’s time to drop your digital marketing agency.

With ChatGPT by our side, social media might just have the potential to become more inauthentic than ever. If, that is, you employ AI to generate your content full-time. So… should you? Gyi and Conrad talk through the current state of ChatGPT-aided content creation, explaining how to use it for what it’s worth, while leaving its lame, boring robot side out of your socials.

For today’s LHLM question, a listener asks about the value, or lack thereof, in hiring a local celebrity for your marketing scheme. Does it work? Is it fraught with peril? The guys hash it out.

Spotty communication? Red flag. No data access? Red flag. Certain indicators really do prove that it’s time to oust your digital marketing agency. Things get a little heated as Gyi and Conrad outline a full list of things that just aren’t acceptable, so you’ll know when to give your agency the boot.

The News:

Google is using click data as a ranking factor, because apparently Google users… like it? Ugh.

It’s Goog Enough! – Blind Five Year Old

The latest announcements from Google are promising personalization:

Open AI is letting you make your own version of ChatGPT:

OpenAI announces platform for making custom ChatGPTs – The Verge

Mentioned in this Episode:

Lunch Hour Legal Marketing Podcast: The Anatomy of an Annual …