Avsnitt
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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?
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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:
The Bite - Lunch Hour Legal Marketing Newsletter!
Diverse Marketing || 30 Days In - LHLM Episode
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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.
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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:
The Bite - Lunch Hour Legal Marketing Newsletter!
Last Episode
How not to use TikTok
Conversion Confusion Cleared Up - LHLM
More content, less traffic: part
More content, less traffic: part II
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Saknas det avsnitt?
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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.
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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
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Subscription legal services are the future, folks, so let’s ride the new wave! The billable hour has become increasingly despised, but how do you make the switch to a subscription-based, recurring revenue law firm? In a live conversation at ABA TECHSHOW, Gyi chatted with Kim Bennett and Blaine Korte about how to leave the billable hour behind and create processes and automations that keep your ideal client’s journey in mind and make your law firm more profitable.
Kim Bennett is CEO and co-founder at Fidu Legal.
Blaine Korte is CTO and co-founder at Fidu Legal. -
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!
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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
Curtis Boyd - The Transparency Company
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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
It’s Goog Enough! - Blind Five Year Old
Beyond SEO
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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?
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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:
Hreflang: The Easy Guide for Beginners
US Hispanic Population Stats
LHLM Episode: The Anatomy of an Annual Plan || Top KPIs for Law Firm Growth
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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.
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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.
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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.
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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.
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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?
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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
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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?
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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:
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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.
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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:
Lily Ray on LinkedIn: New ways to find just what you need on Search
New ways to find just what you need on Search - The Keyword
Open AI is letting you make your own version of ChatGPT:
OpenAI announces platform for making custom ChatGPTs - The Verge
Mentioned in this Episode:
https://www.reddit.com/r/LawFirmMarketing/
Lunch Hour Legal Marketing Podcast: The Anatomy of an Annual ...
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Where is your law firm headed in the next year? We know you want to improve your business, and here’s how! Later, a good plan relies on good data. Gyi and Conrad discuss the most important KPIs for your firm.
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You want growth for your law firm, so what’s your plan? Gyi and Conrad have had too many lawyers tell them, “I don’t know… you tell me!” So, that’s what we’re doing today. The guys break down the key elements of a top-notch annual plan that can be tailored to your particular business objectives.
Then, it’s question time! How does ChatGPT/AI affect marketing and SEO? Can you still stand out amongst the crowd? Gyi and Conrad discuss. Don’t forget to send in your questions and get a b-e-a-utiful Lunch Hour trucker hat.
And, last but not least, we’re bringing it back to your annual plan, dear lawyers. The guys each share their top 3 KPIs for measuring where you want to go with your law firm.
The News:
The walls are coming down, folks! MyCase now has an integration with CallRail.
Just a heads up—Google’s LSAs have, by and large, dropped from 3 to 2.
SEOs, you made a mess of the internet… as usual:
Did SEO experts ruin the internet or did Google? - The Verge
Congrats to the authors of Tiger Tactics: Powerful Strategies for Winning Law Firms. This book is definitely worth a read.
As we mentioned, 50% of people are not comfortable with their lawyers using AI, and Pras of the Fugees is one of them:
Fugees' Pras Michel Demands Retrial, Says Lawyer's Use of AI Botched Final Argument.
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The weary travelers are back! After collecting your most pressing marketing questions at the latest legal conferences, Gyi and Conrad are ready to answer you right here on the podcast. And later—you better learn how NOT to annoy your audience, because no one likes a spammer.
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We at the Lunch Hour pod took down your marketing questions at Clio Cloud 2023 and MTMP, and the guys are ready to answer the first three of many! If you’ve been wondering about effective client meetings, social media positioning, and targeted referrals, listen in for Gyi and Conrad’s expertise.
Later, when is your marketing too much? There is a line, folks, and you definitely don’t want to cross it. The guys talk about marketing and social media etiquette and the stuff you need to think about when you engage with your target audience.
The News:
Get ready to make a big spend on TikTok’s physical ads! It’s a thing now: Introducing Out of Phone: TikTok Beyond the Mobile Screen.
Capture Now could help you fix the intake problems at your law firm.
Clio launches Clio Duo and the insights it has to offer will most likely really change the way lawyers work.
NGage Chat is still being super lame and selling your leads, just like we told you in this episode: 5 Ways To Make Your Google Profile Pop || Is Your Chat Service Selling Your Leads?
Gyi and Conrad were on the Game Changing Attorney Podcast.
Mentioned in this Episode:
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Live from Clio Cloud Conference—the 2023 Legal Trends Report is hot off the presses and Gyi and Conrad have some compelling thoughts on what it’s showing us this time around. Later, they dig into the problems and limitations associated with current perceptions of ROI.
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Should you trust AI for good legal advice? Apparently, 27% of you do, but that stat is making Gyi and Conrad pretty concerned about your qualifications as a lawyer… Yikes. The guys unpack this finding and other notable insights from the 2023 Legal Trends Report.
Later, is tracking ROI truly helpful or even really possible for most law firms? Conrad’s got a soap box here, dear listeners, so get ready. For the most part, stop getting hung up on ROI metrics and point your growth mindset elsewhere.
The News:
Google v. DOJ — Yeah, there’s some stuff you won’t like:
Google search antitrust trial updates: Everything you need to know (so far)
Former Googler: Google ‘using clicks in rankings’
Has Google Ads lost all credibility? Why one advertiser says it’s time to leave
Google Maps sued for sending someone off a bridge.
Family sues Google alleging its Maps app led father to drive ... - CNN
Google Local Chat
Google Local Chat With A Live Agent Rolling Out?
Startup Alley Nominations are now open!
2024 ABA TECHSHOW Startup Alley Application - LawSites
Mentioned in this Episode:
Clio’s 2023 Legal Trends Report
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The guys do a whole session on targeting—what it means and how to do it—and then dive deep into a case study on a well-known attorney’s geotargeting mishap.
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Welcome back to school, kids. Today’s lesson is all about hitting the marketing bullseye—with targeting! Now, targeting means that you are putting the right message in front of the right person at the right time. How do you do that? Gyi and Conrad focus this session of LHLM 101 entirely on helping you understand how to identify and connect with your target market to gain more clients for your law firm.
Later, Conrad recently stumbled upon a Facebook ad specifically targeting Pennsylvania car accident victims… but he wasn’t IN Pennsylvania. So, why did this ad appear outside of its target area, and does this equate to sending marketing investments up in smoke? Gyi and Conrad analyze this particular example of a geotargeting blunder and share their thoughts on how lawyers should approach the complexities of area-specific advertising.
The News:
From the Googly Googs at Google:
Something’s up with the Local Pack.
Gyi’s thoughts on what to do about Google’s core algorithm update and AI policy changes.
ClioCon is coming, and LHLM has swag!
Mentioned in this Episode:
Target Markets: Why They Aren't Just for Marketers [A Quick Guide]
The Geotargeting Mishaps of a Pennsylvania Lawyer
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Made you look! It’s hard to stand out in a sea of lawyer billboards, but, for better or for worse, some lawyers really make a splash. Later, a performance and brand advertising romance.
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Let’s take a look at a few lawyers’ arguably tacky billboard tactics. Gyi and Conrad examine the case of Morgan & Morgan and their recent “graffitied” billboards stunt. The legal community has pegged this as an embarrassment to the profession, but it’s hard to argue with that kind of exposure. Is their strategy utterly tasteless or a genius move?
Later, performance marketing is nicely quantifiable and efficient, but brand marketing eschews measurability, preferring to just stay frustratingly fuzzy. So, are these two approaches at odds with each other? Actually, no! The guys dig in deeper to help you understand how these strategies work in tandem to improve upon each other and grow your business.
The News:
Apparently, now’s the time for consolidations and acquisitions:
EverService acquired iLawyer Marketing
Best Lawyers buys Good2bSocial
And, in other news:
In an LHLM exclusive (probably), Filevine is going through growing pains some (Gyi) have likened to a dumpster fire.
Survey: 51% of Gen Z women prefer TikTok, not Google, for search
Mentioned in this Episode:
Varner Faddis Elite Legal — F*** Around and Find Out
Bryan Wilson — Texas Law Hawk
Corri Fetman & Kelly Garland — Life is short. Get a divorce.
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Does SEO demand that you prune old content from your website? And, Gyi and Conrad pick The Face and The Guest during round 3 of the marketing dream team draft.
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Improving your SEO performance is always a good idea, but there have been disagreements of late as to whether deleting underperforming content is a means to that end. So, what’s the deal? Should you, indeed, prune legacy content? As usual, the answer may not be black and white, but Gyi and Conrad draw from their years of experience to explain how to analyze performance in order to decide what to do with older content.
Later, time for round three of drafting your marketing dream team! Conrad picks The Face—an individual your law firm puts forward to rally affinity toward your business. Gyi picks… The Guest! Who’s that? Someone whose respected expertise translates into podcasts, events, speaking engagements, and more.
The News:
So, CNET is deleting old articles to try to improve its Google Search ranking. Google’s Danny Sullivan and John Mueller say, “No, absolutely not”, but Gyi and Conrad say, “Hmm…”
Also sensational—The ABA just pulled an Op-Ed on lawyer reforms —what’s that all about?
Lawmatics has some cool new features, and so does CallRail Labs. Could it be that they both listened to this LHLM?
Mentioned in this Episode:
Our other Marketing Dream Team picks:
Round 1
Round 2
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Bullshit actually works sometimes, but Gyi and Conrad still don’t like it. And, are so-called Super Lawyers actually extraordinary in any way?
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Even though the guys hate marketing bullshit, they happily bullshit their way through a chat with returning FOP Paul Faust! Paul gets razzed a bit after a 2019 DotCom Magazine cover story resurfaced and gained him another round of congratulations from his professional peers. But, Paul gets the last laugh, ‘cause all this BS gave him plenty of renewed exposure.
Speaking of bullshit, what’s the deal with Super Lawyers and other similar distinctions bestowed upon attorneys? Are they reputable? Are they worth paying for? Do they get eyeballs directly onto your law firm and help you grow your business? Ehhh… it’s neither a yes or a no—Gyi and Conrad discuss.
The News:
Musk is rebranding Twitter, we guess, but it’s looking more like he’s just trying extra hard to run the whole platform into the ground — Twitter Turning Into X Set to Kill Billions in Brand Value.
Things aren’t looking much better for Zuck at the moment — Threads Users Down By Half (still!).
And, Conrad interviewed John Henson about The Crackdown Against Lead Generators.
Mentioned in this Episode:
10 Best Legal Marketing Podcasts Every Lawyer Should Listen To
Paul Faust is the president and co-founder of RingBoost and a nationally recognized expert in the use of local and toll-free phone numbers in marketing.
LHLM Episode: The Mad Proliferation of Lawyer Coaching || Lawyer Has Gas… and He’s Giving It to You
Law Firm Alchemy
Charlie Mann’s Podcast: They Don’t Teach This in Law School
The Super Lawyers Selection Process
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Barbenheimer is upon us, along with legal coaching mayhem, and a very gassy marketing campaign.
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Law firm coaching has really, really, really taken off in the legal world, and Gyi and Conrad find themselves wondering why. And, is coaching truly beneficial to you in your legal practice? The guys hash out why today’s lawyers are seeking professional coaches at an ever-quickening pace, and whether this a good trend or (sometimes) a little sketchy.
Later, the guys pick apart Michigan lawyer Sam Bernstein’s free gas marketing scheme. Does this tactic engage new clients for the law firm? Is community awareness really happening? Is it worth the price tag? Gyi and Conrad discuss.
The News:
The Fastcase 50 list is out, and Gyi and Conrad might have just blacklisted themselves after some pretty pathetic pandering.
Threads might not be the Twitter-killer we thought — traffic has dropped by half after first week.
Bar associations, take note! Nota has partnered with the Florida Bar to provide free IOLTA accounts for members.
Mentioned in this Episode:
Sam Bernstein’s Free Gas Marketing Campaign on YouTube
And Its Very Aggressive PR:
7 Action News - Free Gas Giveaway
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