The Secret Plan To Launch Your Firm Into 2024: Marketing

Watch the YouTube version of this episode HERE

Are you a law firm owner who is hoping to better market your firm? In this podcast episode, Jim and Tyson introduce a five-part series aimed at preparing law firms for 2024, with the first episode focusing on marketing strategies. 

Marketing is all about convincing people to buy what you are selling. For law firms, it is about getting your name out there and telling people why they should hire you if they are in need. Tyson and Jim share how it is important to understand what your competition is doing in order to assess what is being talked about already and what marketing strategies other people are doing. This way it can be used to inform your strategies. If you are trying to improve your marketing for the new year, spend an hour doing this work and make some goals. Think about how your firm is different and what else you can offer.

Auditing your firm’s website is another thing that can help with marketing. Tyson and Jim share how many companies who have not audited their websites have numbers and addresses that are out of date. This is so important because if this information is not reviewed or updated frequently, people will not be able to find you and not become clients to the firm. Auditing can be done on your own or through hiring an SEO person. It is a key aspect of marketing so people know who and where you are.

Take a listen!

Episode Highlights:

• 00:00 Assessing marketing strategies for law firms.
• 8:12 How to evaluate market positioning as an expert.
• 9:22 The importance of auditing your website.

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Transcripts: The Secret Plan To Launch Your Firm Into 2024: Marketing

Speaker 1 (00:00:00) - Today's episode is day one of a five part series to help you launch your firm into 2024. Each day this week, we're dropping a new episode to guide you in setting up your firm for next year in one hour per day. Today's hour will be spent on marketing.

Speaker 2 (00:00:15) - Let's go run your law firm the right way. The right way. This is the maximum Lawyer podcast. Maximum lawyer podcast. Your hosts, Jim hacking and Tyson new tricks. Let's partner up and maximize your firm. Welcome to the show.

Tyson Mutrux (00:00:41) - Jimmy, how are you doing, man? We're. We're talking about the secret plan to launch your firm into 2024. I wasn't sure if you were going to start, so I jumped right in. So what's going.

*Jim Hacking * (00:00:50) - On? You sort of threw me for a loop because I thought we were recording this, like a podcast. But that's okay. It's always good to be with you, Tyson. And I'm excited about this topic that we've come up with. We're going to present today the five days of Christmas, the five days that you use to get ready for 2024.

*Jim Hacking * (00:01:08) - We're going to show you how in one hour a day, for the five days that hopefully your office is closed between Christmas and New Years, that you can come out of the gates running right into next year and get yourself situated for a kick ass 2024.

Tyson Mutrux (00:01:23) - So let's talk a little bit about the, um, the origin of this and then kind of the mindset behind it, because we were we were sort of talking about, okay, like, what would it be like if you were to sit down during the time that your people are away? Right. All your team members are away because a lot of us give people that week off, and there's not a lot going on. If you just took that uninterrupted time and you, you just dug in and you just took action and you kind of either if you're at a starting point like early on stage one, you, you kind of build up your firm, your you're building your firm at this point or let's say that you, you're more established stage two, stage three, and you need to revamp things like what are the things that you would do.

Tyson Mutrux (00:02:05) - So that's kind of like the genesis of that. So yeah. And I to me, I don't know about you, I, I've really enjoyed kind of going through this and thinking about it. I don't know about you.

*Jim Hacking * (00:02:16) - Well, so I've certainly had years where we were out of the country between Christmas and New Year's. I think last year or two years ago we went to the Dominican Republic. But I can also remember specific years, usually after I've moved offices or done a big software switch, which we're doing right now, that you just don't get that time in the office by yourself. That's nice and quiet where no one's around, and you can really sort of plan and think and not be pulled and dragged in all these other directions. So I think it's it can be a really special week. We didn't we certainly want to encourage people taking time off and enjoying time with family. Like for me, what I was positing was that this would be the hour that you do before everybody else wakes up.

*Jim Hacking * (00:03:00) - If you're old like me and you have teenagers who sleep in or you do it after the little kids go to bed. If you're if you're younger, like Tyson, and have small kids who hit the hay around 7 or 8.

Tyson Mutrux (00:03:11) - Yeah, I think that's a good point. Like there's there's a lot of power in taking that time off and spend time with your family and everything. But you are right, though, and I think that some of the things we're going to talk about, pick what you want from them. You can, you know, take what you want, leave the rest. But you should be able to do some of these things in a in a fairly short amount of time, hour a day, two hours a day, if you want to, um, you don't have to do all of them. I definitely encourage you not to do all of them, but that I think that's right. So let's let's go ahead and jump right in, Jimbo, and talk about the secret plan to launch your firm into 2024, one hour a day like you're talking about.

Tyson Mutrux (00:03:47) - So take this one hour, pick whatever you whatever day you choose. Um, and the army they called, if I remember correctly. So once person's injured, the golden hours, that hour after they're injured. Because you've got to get them, get the bleeding stop. Get them under control because like, that's that's like where you can save their life. So this is where you save your firm's life. It's like golden hour that you can do one hour a day. So we divided this into five days in the in the first day we're going to talk about is marketing. You can divide your days however you want, but uh, the first day we're going to talk about is marketing. So Jimmy on on day one marketing, how were you how are you going to spend your hour?

*Jim Hacking * (00:04:29) - So I think I think we might want to be do a little bit of a dramatic pause in between each one, just so that we can set the stage for, um, the format. And each day, uh, starting on December 26th, we're going to release each of these as a mini podcast so that people can listen to it and, and take action in that one hour.

*Jim Hacking * (00:04:49) - And. I think that when it comes to marketing, there's no substitute for spending that hour seeing how you're doing, assessing how you're doing as it relates to your competition. So I know that we spend a lot of time thinking about how do we make our firm better, but I mean, actually digging in and seeing what what am I doing? Well, what am I needing to improve? What are other people doing better than me? And really just I would spend that hour thinking about how can I improve my game, how are we doing in the community, how are we doing in our practice area, and really digging in deep to try to figure out with just a pen and paper, how am I doing, sort of scoring ourselves on what we're doing each day to improve when it comes to marketing, how we're doing on k signups, what our goals are for 2024 and then how we're going to get there. So you have to design sort of what you want case number wise. And then I would say boosted by 20%.

*Jim Hacking * (00:05:52) - Make yourself uncomfortable so that you have a little bit of a stretch goal and then deconstruct in that hour how you're going to get to where you want to be.

Tyson Mutrux (00:06:00) - Yeah. And whatever. I mean, whatever your goal, I'm not going to tell people what their goal should be, because for some people it could be, you know, you're taking your take, actually taking on less cases, but you're taking on more high quality cases. But I do I do like the idea of, okay, you started this with self-assessment, and then you start with the goals and then you can start to kind of reverse engineer what you're going to do. And I think that that's the best thing you could do when it comes to this. So how would you you know, how are we doing on marketing. What are the what are the you know, what are the year look like? How are our revenues? Things like that. How many how many cases do we bring in. And if you do want to increase, you know, the number of cases you're bringing in by 20%.

Tyson Mutrux (00:06:38) - Okay. Now let's figure out the things that you need to do to to really do that. And so something that and I want to get to email this in a little bit because I want to see what you think about this. But something that I was thinking of is you might want to revisit your avatar. And because I think this is something really simple, that you might be attracting the wrong people and like your, for example, your avatar is Muhammad, right? And this is a really good time to okay. Is this the right avatar for me? Is this working out for me? And then how are write down what you're we talked about we've talked about unique selling proposition a long time ago. But what is that USP like. How is your firm different. And because and the reason why I wanted to talk about those a little bit, Jim, is that if you if you think about it, most of us and I'm including you and me, we've become just like every other firm out there.

Tyson Mutrux (00:07:33) - And there is um, I can't remember her name the over the book, but, uh, she talks about different is better than better, right. And when you're not different, you're just like everyone else. And that you can't you cannot differentiate yourself. And so everyone's just going to go with, with whoever. Right. But if you can differentiate yourself. So how are you different. What how are you better. And if you can outline that and you can figure out who your avatar client is, you can adjust your marketing. And so I think starting with those things, who's your avatar? Is your avatar the right avatar. And then how are you different? I think if you can start with those. And and part of this is assessing where you currently are. But then also where do you need to be?

*Jim Hacking * (00:08:12) - I think that's a great point because a lot of times, you know, we think we're different, but does the marketplace think we're different? And the market doesn't lie, the market doesn't care.

*Jim Hacking * (00:08:20) - The market doesn't isn't emotional or sentimental. The market goes where they the greatest perceived value is and the greatest expertise is perceived. So what are you doing to make sure that people view you as an expert? View you as the go to lady or the go to guy? I mean, I always think about Steve Bartel and about how he was just kicking butt from these well-established family law attorneys because he had done the right things to increase his number of reviews, to increases better Business Bureau score, to make sure that Google was pointing to him when it came to people doing search. So I think this is a good time for self-reflection and for self-assessment. And I think that that's one of the great things about the special hour you have when it comes to marketing on Tuesday the 26th.

Tyson Mutrux (00:09:08) - All right. So let's get into some maybe some nuts and bolts a little bit too, because we gotta make sure we've got enough time to get to everything. But since you mentioned the website, I want to I want to mention one of the things that you could do because, I mean, your digital presence is the important.

Tyson Mutrux (00:09:22) - So that's not going to change. But one thing you can do, even if it's not you, you could have someone else do it. Audit your website. So we just hired a new SEO person that is in-house. So we've got our own SEO person now. And the first thing he did audit our website. And he was able to identify some very key things that can be done fairly quickly to help boost our rankings. And even though we I think we did 90% of the things we we were in the green. But, you know, like there's some. 10% of the things we were in the red or the orange. So but starting with that, that, that audit of the website, for example, I bet that a good third of the people that are watching this or listening have not audited their website and years and years and their phone numbers or their emails or their addresses are wrong on their website because they've moved offices and they've not updated them. So there's things like that that you can go and you can audit the website and fix those things, and you can do it uninterrupted.

Tyson Mutrux (00:10:16) - And even if you don't do it yourself, you can hire someone to do it. And this is a good time to also update your email list where you can clean it. And if you've never used your email list, you can update it. So clean and organize your email list. You can do that with, uh, with your CRM if you've got a CRM.

Speaker 2 (00:10:32) - Thanks for listening to the Maximum Lawyer podcast. Stay in contact with your host and to access more content, go to Maximum lawyer.com. Have a great week and catch you next time.