If you're like most solo or small-firm attorneys, then your biggest marketing challenge is likely the difficulty of getting things done. Small firms rarely have a full-time marketing coordinator, and even if you purchased canned content from a provider, it doesn’t always mean you have the time to push it our to prospects on social media and existing contacts. Consistent, regular implementation always limits the effectiveness of your marketing dollars because your cultivation of prospective clients is uneven, if not sporadic. Unless marketing and outreach is regular and consistent, your brand will remain largely unfamiliar to your target audience. A weak brand essentially means the level of trust prospects put in you is likely to be low; they are unlike to reach out to you about your services.
Unless your law firm's marketing implementation is coordinated, integrated and consistent, your results are likely to be uneven, and your return on investment limited.
My forte is strategy and implementation. I tailor a plan of action to your budget, and I get it done. Think of me as your dedicated marketing manager, who can integrate all facets of your marketing — from building maintaining your website, writing your blog posts and other marketing content, to managing your email marketing and social media advertising for better lead generation.
Take a look at my services below. You're unlikely to need all of them, but the value-add I offer is this: whatever you hire me to provide to you, I can also ensure that it integrates with the rest of your marketing. If you see a service that you need, let's have a chat about how it would fit into your overall marketing, so that we maximize the value of what I provide to you.
I develop content that promotes your brand and showcases your expertise online. I've created newsletters, e-guides and e-mail campaign content for law firms. I've also created fresh content for new websites using popular platforms such as Square Space. My forte is taking complex legal concepts and distilling them to key essentials for a lay audience. I strip content of legalese that intimidates your readers, and present it in a way that your potential clients find accessible and meaningful. Content that gives you visibility and compels them to reach out and contact you when they need an attorney with your expertise.
User-friendly WYSIWYG website-building platforms such as Squarespace allow me to build entire new websites for attorneys (and other business owners). For people who lack the resources and time to figure out the mechanics of building a website for maximum lead generation impact, I offer value and timeliness.
Apto Marketing is a Squarespace Circle Member. Circle members receive 20% off Website or Online Store annual plans created after February 15, 2017. This means that when I build your site using Squarespace, this 20% discount is passed on to you (for the annual Business Plan, that's just $14.40 per month for having your Squarespace website). In addition, as a Circle member, my clients' websites are in a free (trial) period for six months, which gives you a lot of time to make changes before you go live. Non-Circle users' trial period is only two weeks.
Social Media & Email Marketing
All marketing is tied to digital marketing in some way. You could host a traditional marketing event such as a workshop or a client appreciation event, but unless you're promoting these initiatives online, response rates are likely to be disappointing. Whether it's creating your social media posts for regular publishing, managing your Facebook advertising or putting together your email marketing campaigns, I'll make sure all your marketing efforts are fully integrated. The objective is to help you build a base of prospects you can continue to cultivate on a regular and consistent basis. And convert to clients.
Marketing has transformed in the last 20 years into something that is largely digital-based. It would be a mistake, however, to think that the traditional forms of marketing are no longer useful. In fact, where professional services are concerned, assessing an adviser's trustworthiness is key for most of us. Moreover, most people find lawyers intimidating, especially when they find themselves in uncharted territory. Consequently, live presentations, speaking engagements and community events may sometimes be more effective in putting potential clients right before you. Other traditional forms of marketing such as direct mail can also work well when done in a highly targeted manner.