Integrity Marketing

Go Mobile or Go Home (Without Directions)

2013-05-22T15:30:32-05:00

How many of you have a mobile device that you use on a regular basis? If you aren’t sure what that means, a mobile device is basically any type of handheld computing device, including smartphones and tablets of some sort (i.e. your iPhone or iPad, or similar model from a different manufacturer).

I personally use my smartphone all day, whether I’m checking emails, checking/updating Social Media, reading scripture, taking photos of my kids, or planning my next meal on Pinterest. I use my tablet to help entertain the kids from time to time with games, movies and music (guilty as charged, but I do limit their use and access). Mobile devices have become part of our daily lives, online or not. Anyone else get that occasional tingly thumb from scrolling their screens? No? Ok, maybe that’s just me.

Studies show that between 15%-50% of web visitors access websites on a mobile device on any given day. That number is growing, and business owners are taking notice. As the web is becoming easier to access on the go, mobile marketing is rapidly becoming a priority among marketers and business owners alike.

So what does this mean for your law firm? Do people really need to access your firm’s website on their mobile device?

It’s not like your law firm is the city movie theater or local Target store, so I understand the hesitation some attorneys have with adding a mobile website to their marketing toolbox. But I will tell you that the one sure thing people WILL go to your website for is this: DIRECTIONS. Or really, contact information in general (i.e. your phone number, address, and hours of operation). I’m sure you know the scenario: you have an appointment, forgot to look up directions, and reach for your smartphone to assist you in getting to your destination. And how frustrating is it when you pull up the website on your device and you can’t locate the phone number or address b/c it’s NOT mobile?! Ugh!

Save your clients the hassle and go mobile with your site. IMS will create your mobile site to be branded just like your regular website with easier access for prospects, clients, and referring professionals to find you on the web. We not only build the mobile website, but we maintain it and synchronize it with your desktop website, which means that when we make changes to your main website (such as new content, newsletters, workshop dates, etc) we manage how those changes sync to your mobile site, so your mobile site stays current without you ever having to lift a finger!

All IMS websites are mobile accessible -- which means they can be viewed on mobile devices, but accessible is not the same as optimized. A mobile website is optimized for mobile viewing, which means your viewers will not be forced to squint and scroll to read content on your site. Also, mobile websites feature one-click calling, one-click emailing, and one-click maps with driving directions.

We track and report every performance aspect of your Essential® marketing system, including your mobile website. I pulled a sampling of last month's stats from three of our clients to see how their mobile sites performed:

Mobile Stats	Client 1	Client 2	Client 3
Page Views	90	193	196
Click to Map	1	2	3
Click to Email	2		2
Form Submissions		2	2
Click to Call	8	10	12

This clearly shows that valuable clients, referral sources and prospects are being generated directly from the mobile website. The whole idea behind having a web presence is to draw visitors in, make them feel comfortable, and create a user-friendly experience.

Here is a short video on our Optimized Mobile Websites for attorneys.

When Should You Review Your Facebook Security Settings?

2013-05-21T15:56:37-05:00

Anytime Facebook goes through an update you should review your security settings. Here's a funny, but informative, video to help you understand what happens when Facebook switches things up on you.

Memorial Day / IMS Offices Closed

Next Monday (May 27) is Memorial Day. Our offices will be closed.

Memorial Day is dedicated to service men and women who gave their lives for our freedom and their country. It is also a time to remember loved ones who have passed away. The roots of Memorial Day go back to 1865 and the end of the Civil War.

We encourage you to get involved with your community. Attend a parade, visit a cemetery to honor and remember our servicemen or volunteer to assist with the production/setup of a local ceremony; these are just a few ideas. Most important, take time to remember your lost loved ones in whatever way you feel is appropriate.

Have a great day!

Adding “Call to Action” to Your Social Media Posts

2013-05-16T13:59:37-05:00

I’m sure you’ve heard the phrase thrown around before: Call to Action. Have you ever thought of what it means?

Basically, a Call to Action (CTA) is anything that prompts a reader/web visitor to follow through on what you’re asking. Here are some examples:

Contact Us Via Email

Click here to subscribe to our blog

Sign up for our eNewsletter list

Share this post with your friends.

Visit my estate planning website.

Join a Workshop

Request a free estate planning consultation.

And that list can go on… It’s a basically a request to move past just READING this information, and doing something with it. CTAs are (obviously) very important. If you are unsuccessful in getting a web visitor or user to take part in a call to action, you most likely won’t get a new client. Nobody wants that to happen.

Integrity Marketing strategically builds your website with a vast amount of call to action buttons, areas, platforms, etc. So your website is good to go (YAY!). But an online presence doesn’t just stop at your website: It continues to spider out to your blog and social media platforms (Facebook, LinkedIn, Twitter, etc).

As a social media and blogger, it’s your responsibility to continue implementing CTAs throughout your social media posting and interactions.

Here are a few tips to engage your readers to interact with you further.

1. Figure out what you want your prospects to do, and make them an offer they want.

Example: You want them to read an eBook about Medicaid planning and realize this is something they need to commit too, and then contact you.

Provide this eBook on your website. Write a social media post with this webpage link, and ask readers to take advantage of this “limited-time offer” a free eBook on the basics of Medicaid planning. Make sure you remind them to “contact you if they have concerns”.

Other great items you can offer are eNewsletter subscriptions; white paper downloads, and frees consultations.

2. Create a “hook” and let them know what’s in it for them.

Example: “Proper planning now can save your family money, time, and emotional hassle in the future. Make sure you know the facts - join me for a free Estate Planning 101 workshop on June 1^st, 2013 here in our private boardroom. We’ll discuss the 15 Estate Planning Essentials everyone should be aware of. [[Insert workshop sign up URL here]].”

Your request must make sense to them. This means not asking prospects to purchase if they’re still in an information-gathering mode.

3. Motivate your prospects to act with a sense of urgency.

Don’t use scare tactics – but let them know that your “offer” ends soon. “E-book provided for a limited time,” “free consultations in the month of June,” “Workshop space limited.”

Carefully remind your readers they need to “act fast” if they want to reap the benefits.

Developing proper social media skills takes practice, but if you follow the tips above and “be yourself” in the process, you will have an easy time directing people to the resources on your website.

Related articles

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Estate Planning -- Making it Relevant for Clients

2013-05-15T09:12:17-05:00

One of the biggest challenges of marketing estate planning services is breaking through the routines of people's daily lives with relevant, compelling messages. No one likes to talk about death, disability or taxes. So, how do you reach people with important messages that motivate them to take action?

Here are some ideas you can use right now:

Use news headlines to spark a conversation. You'll find lots of interesting articles in major news outlets like The New York Times, Wall Street Journal, Bloomberg's Financial, Kiplinger's etc.. The great thing about this strategy is you are actually tapping into someone else's (sophisticated, expensive) market research. You see, major media like these know which topics most interest their readers. Chances are good your clients are interested, too.

What's happening in your neighborhood?
GRADUATIONS. You may be attending a few graduation ceremonies this month. Do you suppose, amid all the congratulations, families have thought about what new legal documents they might need now that their previously minor child has reached the age of majority? This is a good time to focus on the need for parents and their newly-minted "adult children" to consider durable powers of attorney and health care proxies. Most parents don't realize that they can no longer "automatically" make decisions for their adult children, including medical decisions should that child become incapacitated by serious illness or injury.

Think outside the box about special events. We're always thinking about ways to meet prospective clients, and I'm sure you've done the traditional ones from senior fairs to financial fairs. Why not break the mold and consider hosting a booth at some of these seasonal events (and, if not a booth, how about a workshop? or at least a blog?):

BRIDAL FAIRS. Yes, it's wedding-season. First weddings, second weddings, third ... you get the drift! Young couples frequently receive pre-marital counseling, and perhaps part of that counseling should include a primer on basic legal self-defense for the newly married. From beneficiary designations to new health care proxies to pre-nuptial agreements, weddings require a plethora of estate planning adjustments.

BOAT, SPORTS & TRAVEL SHOWS. You know that summer time is "travel time" for many families. Consider providing a packet outlining the legal protections every family should have in place before heading out for all of that fun.

Buiilding campaigns around these themes makes your message relevant to prospective clients. Remember, a most of estate planning is about successfully navigating life's transitions. Your estate planning messages become compelling when they relate to these transitions.

At the same time, try not to over-think it. A "campaign" could be as simple as a blog post and some timely comments on social media. Or, gear up for workshops, special events and direct-mail. Whatever you do, remember to relate to your clients on their terms.

Related articles

Growing Great Referral Sources

Shoestring Marketing: Five Ways to Boost Revenue NOW

Getting Strategic with Estate Planning Workshops

Quote of the Month for Social Media Sharing

2013-05-14T13:27:41-05:00

This month's quote is: “If you have only one smile in you, give it to the people you love.” — Maya Angelou

To use this month's inspirational quote, download one of the following graphics, share it to facebook (be sure to include a simple comment or call to action) and include a link to your law firm's Web site.

You may choose from three different color palettes: (follow the link, view the image, right-click and save; then share to your facebook profile!)

Navy: http://blog.estateplanningpartners.com/images/0513Quote_1Maya-Angelou.jpg

Gold: http://blog.estateplanningpartners.com/images/0513Quote_2Maya-Angelou.jpg

Burgundy: http://blog.estateplanningpartners.com/images/0513Quote_5Maya-Angelou.jpg

If you have a quote you would like to submit for consideration, feel free to pass it along to april@estateplanningpartners.com.

Dance like a Chicken!

In other important news, today is Dance Like a Chicken Day! So shake your tail feathers and do the chicken dance!