In Part 1 of the Estate Planning Marketing Must-Do's, we explained the first three rules of estate planning marketing: 1) Know what you want, 2) Know your market, and 3) Act strategically.
Yesterday, we dove into Part 2 of the Estate Planning Marketing Must-Dos with the second set of estate planning marketing rules: 4) Your brand is your foundation, 5) Be your own advocate, and 6) Get a great, responsive website.
Today, we'll finish off the series with rules seven through ten of the top ten successful marketing fundamentals.
The Top Ten Estate Planning Marketing Must-Do’s: Part 3
7. Get the Word out with a Newsletter
Remember that your website is somewhat passive, it stays on the internet waiting to be found. Now you need to actively get the word out to people. Print newsletters are a great adjunct to your marketing mix, but you really cannot live without an enewsletter. That’s right; I said you can’t live without one (though I meant that in a business-survivability manner). Your enewsletter should communicate your brand, provide value to the reader, and drive traffic to your website. One. Two. Three. Now, remember, you’ll need an email list as part of this mix. And that list should grow daily. Every time you meet a new person, whether potential client, current client, or allied professional, get their email address and ask if it’s okay to add them to your list. If your list does not grow by 20 to 30 names each month, you’re not doing it right.
The seventh rule of estate planning marketing is to get a newsletter – and use it!
Such a small word, such a big job. Yes, you have to blog. Really. Your blog should be integrated with your website such that every time you post to your blog, you are adding to your website’s index on Google. If you don’t know how to do this, we do. Let us do it for you, otherwise most of your efforts will be wasted. Do not fret if people do not comment on your blog, and please do not expect anyone to call your office and say, “I was just reading your blog and decided I must have you do my estate plan this week.” That’s just not going to happen … well, it might, but don’t count on it. What your blog will do is get indexed on Google for key words, drive traffic to your website, build your website’s SEO, and make you a credible choice when people are trying to qualify or disqualify you for the job of their estate planning attorney. Yeah, it’s really important like that.
The eighth rule of estate planning marketing is to blog – and do it right.
9. Social Media – like LinkedIn, Twitter, Facebook and Google+
I know most of you have a strong aversion to social media and you were hoping I wasn’t going to say this. But you do have to learn to be social on the internet. It’s the new water cooler, the new hang out where you need to see and be seen. People expect to find your profile on LinkedIn, your page on Facebook, your presence on Twitter and at least something on Google+. If they don’t find you there, well, that might just be the tipping point that makes them call someone else – and not call you. If you’re still socially awkward, then get help. We do that, too. Call us. You don’t have to suffer in silence.
The ninth rule of estate planning marketing is to get social.
10. Love it. Be Passionate.
Nothing is more attractive than someone who loves what they do. If you’re burned out, frustrated and hating every new day – by all means, take a break. See a shrink if you must. Or take a swim, have a cold drink, toss a football – whatever it is you do to get re-energized, stop and do that now. Bringing passion to your work is the only fair thing – fair to you, and fair to your clients. Remember, they trust you with everything they love and everything they have. They trust you to take care of them. It is a great work that you do here. You take people’s most heartfelt problems, their challenges, their very heartaches … and with your skill and knowledge, you make it better. What a privilege. Love what you do, understand the value. And the money will follow. I promise. (And if you just don’t love it, or you don’t love it anymore … and you can’t find your way back, then maybe it’s time to do something else. You won’t be the first attorney who decided to write fiction, become an actor, or run for office!)
The tenth must-do of estate planning marketing is to love it. Really. Love it.
To sum up The Top Ten Estate Planning Marketing Must-Do’s, you need to: 7) Get a newsletter - and use it, 8) Blog - and do it right, 9) Get social, and 10) Love it - be passionate!
Like we said at the beginning of this series, each and every practice in each and every market is unique. And even though the details change, the core fundamentals of successful marketing and practice development are essentially the same. Get these Top Ten Estate Planning Marketing Must-Do’s right, and you’re well on your way to success!
You can review the first six rules of estate planning marketing in The Top Ten Estate Planning Marketing Must-Do’s: Part 1 and The Top Ten Estate Planning Marketing Must-Do’s: Part 2.