All posts by Bryan Mixon

The One Thing You Need To Do To Grow Your Email List

You’ve heard of email lists and how you need to build one, right? Or maybe you haven’t.

Not to worry. In today’s post, we’re going to delve right into what an email list is, why you need to build one, and how to get people to subscribe to your list.

What is an email list?

An email list is a catalog of email addresses that you’ve collected. You may collect these email addresses from your website visitors, social media followers, or the prospects who’ve stopped by your law firm to inquire about your services.

An email list should always consist of those who’ve willingly volunteered their email address. It’s never a good idea to purchase or rent email addresses, for more than one reason.

email-lists

Image Courtesy of HubSpot

Why do I need an email list?

These days, having a website isn’t enough. An estimated 500 websites are created every minute. That means that a site visitor can easily leave your website, never to return again. That’s not because they don’t want to return– maybe they’ve simply forgotten how to find you.

That’s why an email list is crucial. When a visitor loves the information on your site and signs up to receive regular emails from you, you don’t have to worry about them getting lost ever again.

Here are a few other reasons you need an email list:

It helps you stay top of mind. Your email subscribers may not need your services yet, but if you keep in contact with them on a regular basis, they’ll know where to turn when the time arises.

It provides valuable information to your email subscribers. You can educate your email subscribers and keep them in the know about things going on in your practice.

You own your email list. You may have a lot of fans and followers on social media, but at any moment, a social platform could deactivate your account and poof! goes all of your hard work. With an email list, you’ll always have access to your subscribers.

Email is better than social media. A post on a social media timeline or profile only lasts for a few moments before new posts take their place. With email, you have a permanent spot in a subscriber’s inbox until they manually delete you.

Need a step by step checklist for growing your email list? Subscribe to resource our free checklist.
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How do I get people to subscribe to my email list?

To get people to subscribe to your email list, you need to present it as an option. People won’t subscribe if they don’t know about your email list. They won’t go searching for it, either.

Here’s how to get people to join your email list:

Ask them. It may seem obvious to you, but it’s not obvious to visitors. They may not notice your email list unless you tell them it’s there. Ask in your blog posts, on your website (have a permanent spot for email signups– we’ll help you with this), and on your social media pages.

Give them a reason. Sometimes, asking isn’t enough. You may also need to encourage them with a lead magnet. This lead magnet will draw subscribers in and give them an instant reward for signing up to your email list.

[Tweet “Sometimes, asking isn’t enough. You may also need to encourage them with a lead magnet. “]

Wait, what’s a lead magnet?

You’ve seen lead magnets before, but probably didn’t know them by name. A lead magnet is an incentive offered to site visitors in exchange for their email addresses.

A lead magnet should be valuable and relevant for site visitors. It’s not about stroking your ego (i.e. ‘check out why we’re so great’). It should be about helping, informing, or entertaining your audience.

We have our very own lead magnet right here on our site. By entering your first name and email address here, you’ll receive a weekly marketing plan delivered straight to your inbox.

weekly-marketing-plan

Join our weekly marketing plan here

Here are a few takeaways from our lead magnet:

It’s not smarmy. We’re not trying to trick you into joining our email list with smoke and mirrors. You know that by giving us your email address, we’re going to email you.

It’s valuable. It gives something in exchange for joining. We tell you how you’ll benefit from joining our email list (you’ll receive a free actionable plan every week).

It doesn’t ask for too much. Anytime you’re asking your site visitors for more than a name and email address, you’re scaring them away. Keep a simple form for your email signup.

How to create an amazing lead magnet

Now that we’ve gone over what a lead magnet is, it’s time to figure out how to make one that your site visitors will actually want.

First, settle on an idea for your lead magnet. As you can imagine, your lead magnet will vary depending on your area of practice and the needs of your client.

Here’s a few examples for different practice areas:

Bankruptcy – An ebook, Which Chapter of Bankruptcy is Right for Me?

Business – A guide, LLC, Corporation, Sole Proprietorship, Oh My! Which One Should You Choose?

Criminal – A guide, Is Marijuana Still Illegal? A List of States and Their Laws Concerning Marijuana

Entertainment – A video series, How Do I Know If I Need An Entertainment Lawyer?

Family – A guide, A Guide to Calculating Child Support in Your State

Immigration – An ebook, Understanding the Rules of a K-1 Visa

Intellectual Property – A guide, A Step by Step Guide to Copyrighting and Protecting Your Ideas

Labor – A printable, A Printable List of State Labor Laws

Medical – A guide, Medical Malpractice: Should You Settle or Go to Court?

Personal Injury – A checklist, What Should You Do Immediately After Getting Injured on the Job?

Second, create your lead magnet. Don’t worry– it doesn’t have to be fancy. It can be simply created and formatted with a program like Microsoft Word or Pages for Mac. If you don’t have either of those, you can create a lead magnet with the free web-based option Google Docs.

Start by creating an outline of what you’d like to talk about within your lead magnet. Don’t hold back. The more content you can add, the better. Next, type it all out and don’t edit yourself until you’re done. After you’ve written a rough draft, you can come back and edit for clarity and cohesion. Finally, add graphics to your lead magnet to spice it up and inject visual interest. Here’s a list of free stock libraries that you can check out.

Third and finally, set up an account with MailChimp, if you haven’t already. MailChimp is an email marketing service that allows you to send out your lead magnets to new subscribers automatically. Even better– AmazeLaw seamlessly integrates with MailChimp. Set up is easy, but if you have any questions, let us know.

Final Thoughts

Voilà! You’re done. A lead magnet will draw your clients in and grow your email list. You’ll wonder why you didn’t do this sooner.

Need a step-by-step checklist for growing your email list? Subscribe to resource our free checklist.
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by Marketing

How To Build A Visual Identity For Your Law Firm

It may be unfair and hopelessly shallow, but clients will judge you based on how you look. You know to dress the part in the courtroom, but what about your website and social media presence? Does it look like you: polished, professional, and worthy of a client’s trust?

Be honest. Be brutal. Your clients will be.

A strong brand identity relies on the fine balance of cohesion, presentation, and personality.

There’s a sea of law firms out there that look either out of touch or overly generic. In fact, I’m pretty sure some of these law firms just copy and paste their entire visual identity from other brands. Yikes.

That may be okay (it’s not okay) for fly by night, side-eye worthy amateurs, but not you. You’re the best, and you’ve got to look the best, or no one else will know it, except for me and your mother.

By the end of this post, you’ll learn exactly how to create a visual identity that looks smart, savvy, and purposeful. This visual identity will make your brand more memorable and more trustworthy. Ready to get started? Let’s go!

Psst… Would you like to get 12 tools for creating a stunning visual brand? Subscribe to receive this free resource.
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What message would you like to convey?

Here is the best place to start. Would you live to cultivate a friendly persona or an intellectual one? They aren’t mutually exclusive, however you’re looking for the dominant tone in your visual identity.

Perhaps it’s best to think of your ideal client. Are you in family law? Are you an entertainment attorney? Do you work primarily in real estate? Your target clientele shifts depending on what type of law you specialize in. Keeping that client in mind, you can create a brand identity that reaches and relates to them.

[Tweet “You can create a brand identity that reaches and relates to them.”]

How can a law firm that specializes in entertainment be satisfied with a dated and bland visual identity? Or, how can a firm that focuses on family law create a visual identity that’s aloof and unsympathetic?

Actually, it’s easy and a lot of brands do it unintentionally. However, it’s also easy to create a visual identity that deliberately gives off the vibe you wish to present. Let’s take a look at the components that create your visual identity.

The Components of Your Visual Identity:

Color

Color has a profound impact on us. One color can make us feel calm, another can make us feel creative. Studies show that the color called drunk tank pink can actually reduce violent and hostile behavior. There’s little doubt that color influences our psychology.

This is why you need to think about what colors to use in your visual branding. Each color affects us differently. Depending on the message you’d like to convey, use a corresponding color to subtly but effectively echo it.

Here’s a breakdown of each color and how the brain interprets it:

Green – Fresh, Organic, Natural, Eco-friendly, Gentle

Blue – Trustworthy, Secure, Peaceful, Calm, Loyal

Purple – Creative, Unique, Vibrant, Luxurious, Royal

Yellow – Friendly, Excited, Positive, Joyful, Energetic

Orange – Playful, Warm, Cheerful, Social, Confident

Red – Passionate, Bold, Strong, Dynamic, Brave

Pink – Feminine, Sweet, Compassionate, Affectionate, Caring

Brown – Reliable, Approachable, Stable, Dependable, Practical

Gray – Modern, Neutral, Conservative, Futuristic, Advanced

Black – Sophisticated, Traditional, Classic, Powerful, Elegant

White – Pure, Good, Clean, Honest, Open

You’ll probably want a combination of two or three colors to create a unique and intentional visual identity. For example, the color combinations of blue and gray say modern yet trustworthy, while brown and pink say dependable and compassionate.

Do you need help deciding which colors should represent you? Browse the most loved color palettes of all time over at ColourLovers. Pick up inspiration by the user-submitted color palettes and use it to jump-start your brand identity.

Graphics

Graphics are a huge part of visual branding. Along with color, graphics are an immediate way to communicate your brand’s unique identity. This includes images, photos, icons, infographics, and other visual elements.

As they say, a picture is worth a thousand words. If you want to immediately impress your firm’s identity, personality, and tone, you need to intersperse graphical elements into your online content.

On your general website, your blog, and your social media accounts, use graphics to craft a uniquely identifiable visual brand.

When you post an image on your blog or social media accounts, make sure that it:

  • includes your brand logo. In case your image goes viral, you want to leave your calling card.
  • continues the same look and feel as the rest of your brand. Consistency is important for developing a strong visual identity.
  • supports the text if on your blog. Your image should make sense and emphasize the blog post.
  • is high quality. There’s nothing worse than a tiny image that your visitors have to squint to see.

Where to Find Images

Speaking of high quality, there’s no reason to settle for cheesy images when there’s plenty of free and amazing stock libraries on the web. Check out this list of my favorite stock images (and subscribe for even more resources).

Be sure to check the license and usage requirements. Most of these sites require no attribution, but terms can change at any moment.

Logo

Your logo is the best way to instantly impress who you are as a brand. Think of your logo as a first introduction. It can immediately convey the tone and personality of your brand before your client has an opportunity to look at your services, testimonials, or blog posts.

Because your logo represents your brand, don’t go ordinary and buy a template that every other law firm uses. To really stand out, commission an original logo from a reputable logo designer. Find designers, and their portfolios, on Dribbble or Logopond.

Fonts

Check out Creative Fabrica for awesome free fonts!

Last, but not least, is your font choice. Your font says a lot about your brand identity. It can say that you’re fun and hip or serious and staid.
Font libraries like Fontspace and 1001 Fonts let you search for fonts based on the type of mood you’d like to convey. Simply type in “classic” or “modern” to find the perfect font for your brand.

Put it to Work

Now that you’ve been introduced to the four components to your visual identity, it’s time to put it to work on your blog and social media platforms. Here’s how:

Your blog

Be sure to include an image on each and every blog post you write. Not only will it provide visual interest to your post, it will subtly reiterate your brand identity.

Facebook

One in seven people on earth use Facebook. No doubt some of your clients use this popular platform. Take advantage of the cover photo as a prime opportunity to reinforce your brand message.

LinkedIn

With 300 million monthly users, LinkedIn is a powerful marketing tool. Use a professional image here to represent your brand.

Twitter

On Twitter, use the header photo as another opportunity to brand just like on Facebook.

Pinterest

Not on Pinterest? Pins last longer than Facebook posts, and can greatly expand your marketing reach. On Pinterest, use similar cover images to create a consistent visual branding.

Psst… Would you like to get 12 tools for creating a stunning visual brand? Subscribe to receive this free resource.
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Final Thoughts

To create a visual identity that mirrors your brand message, remember to ask yourself what your clients need and expect from you. Once you understand what that is, use these tips to build your visual identity.

Don’t forget to download our extra set of recommended tools to help you create a winning visual brand identity for your law firm.

by Branding, Marketing

Slow Drip Is Better Than A Big Splash: Consistency Is King

Lately we have received several questions revolving around the difficulty of maintaining a consistent marketing presence without having to spend all day doing marketing instead of client work.

Most attorneys have heard the advice that they need a consistently updated marketing presence, but you’re already busy with your client cases and maintaining the business. Taking time away from the work that pays the bills to “work on marketing” is a tough ask without even considering that most of the time, it’s not always clear what needs to be updated or how often.

Here at AmazeLaw, we’re trying to take the generic guru-ish marketing advice that experts spout like gospel, and deconstruct it to teach attorneys what it really means and how they can use that advice to grow their firm.

The point of this post is to show you what consistency really means and how mastering it can benefit your business. Not only will we tell you what consistency online can do for you but we will also help you to keep up online while you keep up with your busy schedule.

What does it mean to be consistent?

What it means to be consistent varies depending on the activity, but the general goal, is that any time a prospective client stumbles upon your firm, either through your website, a facebook page, a tweet, etc, it needs to look like you’re on top of your marketing.

There are some technical reasons why this is beneficial, but let’s focus on the feels.

As a prospective client of your firm, I want to know that I’m going to be working with someone that I can relate to. Someone that’s on top of the latest trends in the area of my problem. And having marketing that’s up to date checks both of those boxes for me. And as a tip, another signal it sends, is that you’re not an overwhelmed solo. It shows a position of friendly strength. That you can afford to spend time teaching people about your craft because you’re good at what you do and you’re confident in it.

Consistency online helps to build professionalism, clarity, and trust from your viewers while also boosting your google standings. When your viewers are on your pages and you have only updated some of the content or haven’t updated in a really long time it looks as if you don’t care about the details.  As a solo the details can make or break a referral so keeping up online sends a message to your current and potential clients.  Your viewers will respond well to your commitment to be consistent online and take it as a sign that you are willing to commit to their issues and build a bond of trust.

So now you know you have to be consistent but you need to know how consistent do you need to be with each avenue that you have online. Does that mean every day? Every week? Every month? Well, it depends on the activity, so let’s break it down.

Social Media

Putting content on your social media posts can be simple and easy. An original thought everyday. Do you have more than one? Post it! Do you want to promote something more than once? Schedule it! Social media is a way to draw the attention of everyday viewers into things that you are mutually interested in. The idea behind social media is to constantly be grabbing the attention of  people online. Social should be part of your everyday morning routine. Get up, stop at Dunkin Donuts, get to the office, POST.

But it’s easy to say “Do social media every day!” That’s where most gurus stop. We put together a detailed 20-minute daily marketing plan, so check it out and commit to it for just one week.  

Blogging

Ah blogging, ranking second just behind social media for the buzzwordiest marketing advice that never gets into the details.

We’ll cover a simple plan to get you started in a few seconds, but let’s talk about what consistency means when it comes to blogging.

First off, the idea isn’t necessarily to drive a ton of traffic to your site today (though it’s possible and can be a nice side benefit), the idea is to build up your blog like a long-term savings account. And the easiest way to do that, is to make small weekly deposits. Over time your bank account (your website) will grow enough to the point that it has a large number of pages. And just like compounding interest, as a site grows and ages, it’s ability to attract more traffic increases as well.

We recommend weekly blog posts, mostly because it makes it easier to keep up with. Two weeks in between posts and you’ll get out of the groove, and blogging will remain that “activity I’ll get to later when I have lots of free time.” Twice a week can work even better, but we’re also trying to be realistic. It’s hard to set aside that much time every week.

Pick your slow day of the week if you have one. Friday is my favorite. Make a recurring weekly appointment on Friday morning (avoid the afternoon because we all know what happens to tasks relegated for Friday afternoon) to draft a blog post.

I would allocate an hour.  And all you do is spend one hour answering one common question you get from clients in the simplest terms possible. It might feel like you’re giving away your secret sauce. You’re not. The clients that take your info and try to run with it on their own, were never going to be clients anyways. The clients that look at it and say, “Whoah, she knows what she’s talking about and I really don’t have the time or the expertise to handle this on my own” are the clients you’ll love.

Alright, back to it, spend one hour answering one of your common client questions. The headline can be verbatim what clients usually ask, i.e. “How often should I update my will and what should I be looking out for?”

If you’re happy with the post after that hour, go ahead and post it you’re done. If you think it’s a bit rough, put it away and schedule 20 minutes of time on Monday to edit it.  You’ll find that having a weekend for the thoughts to settle in your head can really add to the clarity of your answers.

There’s no rocket science to blogging, and we could go into all sorts of advanced advice, but that plan will make it easy to get started, and could provide you many months of great blog posts.

Email Marketing

There aren’t many firms out there that are using email marketing to their advantage. And in an industry where you’re typically not needed until you’re really really needed, having a medium that puts you in front of prospective clients on an ongoing basis can be key to making sure that you’re top of mind when they do have the need.

We’ll be posting an epic email marketing tutorial soon that will go over all of the how’s and why’s of email marketing, but for the sake of completeness, we recommend that you’re emailing your list anywhere from once to twice a month.  More than that, and it’ll be tough to keep your newsletters stocked with great content, and any less and your list will go stale. Meaning your readers will start ignoring your emails, or perhaps even forget why they’re getting the email in the first place.

Don’t have an email list yet? Don’t worry, we’ll get to that soon. Better yet, sign up for our marketing bootcamp and you’ll get a weekly email that explains the whole process.

Consistency Is The Golden Ticket

It really is. Over time a consistent marketing approach will be out the best marketing campaigns or PPC ads, or TV commercials. So look at your schedule and see where you can add those small marketing nuggets to your daily, weekly, and monthly routine so that you never have to think about what to do next.

And if you need help, sign up for our Marketing Bootcamp,  and we’ll walk you through the basics and turn marketing your firm into a habit.

by Marketing

Personalized Direct Mail Dental: A Comprehensive Guide

Welcome to your comprehensive guide on Personalized Direct Mail Dental. In a world where digital marketing seems to reign supreme, it’s easy to overlook the power and potential of direct mail. But here’s the thing: direct mail, especially in the dental industry, is far from obsolete.

In fact, it’s a versatile, tangible form of advertising that can help you attract new patients, maintain patient loyalty, and stand out in a competitive landscape. In this guide, we’ll delve into the nuts and bolts of creating a successful dental direct mail campaign, from defining your goal and identifying your target audience to choosing the perfect mail solution. We’ll also explore different types of dental direct mailers, such as postcards, brochures, snap packs, and more.

Whether you’re a seasoned mail expert or a novice looking to dip your toes into the world of direct mail marketing, this guide is designed to equip you with the knowledge and tools you need to launch a successful campaign. So, let’s dive in and start exploring the world of dental direct mail.

Understanding the Power of Dental Direct Mail

This section will delve into the unique strengths of dental direct mail, shedding light on why it’s a preferred choice for many dental management companies. From its tangible impact to its versatility, dental direct mail offers a myriad of benefits that can help your practice stand out in a crowded market. Let’s explore these advantages in detail.

Why Dental Direct Mail Marketing?

Dental direct mail marketing is a powerful tool in the arsenal of any dental management company. It’s not just about sending out a dental postcard or two. It’s about crafting a direct mail campaign that resonates with your target audience, making your mail piece more than just a piece of paper, but a tangible representation of your brand.

The beauty of direct mail marketing lies in its versatility. Whether it’s a simple postcard or a more complex direct mail product, the options are endless. You can tailor your campaign to fit your specific needs, making it the perfect solution for your marketing woes.

Working with a mail expert like a mail shark can help you navigate the complexities of a direct mail campaign. They can guide you in creating a direct mail piece that not only looks good but also effectively communicates your message. With their help, you can harness the power of dental direct mail and take your marketing efforts to the next level.

The Impact of Tangible Advertising

The tangible nature of dental direct mail advertising holds a unique power that digital platforms can’t replicate. When a potential patient holds a dental postcard in their hands, it creates a physical connection that can significantly impact their perception of your dental management company. This tactile experience, combined with a well-crafted message, can leave a lasting impression, making your brand more memorable.

Moreover, the physicality of a direct mail piece adds a sense of legitimacy to your dental practice. In an era where digital ads can be easily dismissed with a click, a print and mail piece demands attention. It’s a concrete reminder of your services that stays within the recipient’s environment, often viewed multiple times, thereby reinforcing your message.

Versatility in Direct Mail Marketing

Direct mail marketing is a versatile tool that can be tailored to fit the unique needs of a dental practice. Whether you’re looking to attract new patients or retain existing ones, the right direct mail product can make all the difference. From dental postcards to more comprehensive mail pieces, the options are vast and varied.

The beauty of direct mail lies in its adaptability. A dental management company can work with mail experts to design, print, and mail pieces that resonate with their target audience. This level of customization allows for a more personalized approach, increasing the likelihood of a positive response.

Creating a Successful Dental Direct Mail Campaign

Creating a successful dental direct mail campaign is a strategic process that requires careful planning and execution. It’s not just about sending out mail pieces, but about reaching the right audience with the right message. This section will guide you through the key steps involved in creating a successful dental direct mail campaign.

From defining your goal to identifying your target audience and choosing a mailing solution, each step plays a crucial role in the success of your campaign. Let’s delve into these steps in detail.

Defining Your Goal

The first step in creating a successful dental direct mail campaign is defining your goal. This is a crucial step as it sets the direction for your entire campaign.

A well-defined goal is the foundation of a successful dental direct mail campaign. It guides your decisions and helps you measure your success.

Identifying Your Target Audience

Identifying your target audience is a crucial step in creating a successful dental direct mail campaign. This process involves understanding who your potential new patients are, their demographics, and their needs.

A well-defined target audience can significantly increase the effectiveness of your campaign. It allows you to tailor your message, making it more relevant and appealing to the recipient. This, in turn, can boost your conversion rates and help grow your practice.

Choosing a Mailing Solution

Choosing a mailing solution is a critical step in your dental direct mail campaign. It’s not just about sending out mail pieces, but ensuring they reach the right audience and make an impact. A reliable mailing solution can streamline this process, taking care of everything from print to mail, and even offering expert advice on maximizing your campaign’s effectiveness.

There are several mailing solutions available, each with its unique features and benefits. Some offer advanced services like variable data printing, which allows for personalized mail pieces that can significantly enhance your campaign’s success. Others provide on-site USPS verification, ensuring faster turnaround times and guaranteed accuracy.

Attracting New Patients with Dental Direct Mail

Attracting new patients is a crucial aspect of growing your dental practice. One effective way to achieve this is through personalized dental direct mail. This strategy allows you to reach out to potential patients directly, offering them a glimpse into your services and the unique care you provide.

By leveraging tools like attract new patients postcards, new mover marketing, and variable data printing, you can create a compelling and personalized message that resonates with your target audience. This approach not only helps you stand out from the competition but also fosters a deeper connection with potential patients.

Using Postcards to Attract New Patients

Postcards are a powerful tool in the arsenal of dental direct mail. They offer a tangible, personalized touch that can effectively reach your target audience. With a well-crafted message and design, attract new patients postcards can pique interest and prompt potential patients to take action.

The success of this strategy lies in the precision of your dental mailing list. A well-curated list ensures your postcards reach the right people, increasing the chances of conversion. It’s not just about quantity, but quality. A targeted mailing list can significantly improve the effectiveness of your direct mail campaign.

Leveraging New Mover Marketing

New mover marketing is a potent tool in the arsenal of a dental practice. It targets new residents in your area, a demographic that is most likely to be seeking a new dentist. This strategy is a direct mail solution that can help you stand out from the competition and attract these potential patients to your practice.

Research shows that new movers tend to spend six times more in their first six months at a new location. This spending includes finding and establishing relationships with local service providers, including dentists. By leveraging new mover marketing, you can position your practice as the go-to choice for dental services in your area.

However, the success of new mover marketing depends on precision print and effective campaign management. It’s not just about sending out postcards; it’s about creating a compelling message that resonates with your target audience. With the help of a direct mail expert, you can craft a campaign that not only reaches your target audience but also convinces them to choose your practice over others.

Personalizing Content with Variable Data Printing

Variable data printing is a powerful tool in direct mail solutions, especially for dental practices. It allows for the creation of personalized mail pieces, each tailored to the recipient’s specific needs or preferences. This level of customization can significantly enhance the effectiveness of your dental direct mail campaigns.

The beauty of variable data printing lies in its ability to leverage the information from your dental mailing list. By using this data, you can create highly personalized content that resonates with your target audience. For instance, you can address each recipient by their name, mention their last visit date, or even suggest specific dental services based on their past treatments.

Maintaining Patient Loyalty with Dental Direct Mail

In the realm of dental practice, patient loyalty is a precious commodity. Dental direct mail marketing can be a potent tool in fostering this loyalty. It’s not just about sending out a dental flyer or a postcard brochure; it’s about creating a personalized connection with your patients. This section will delve into how a well-planned dentist direct marketing campaign can help maintain patient loyalty and ensure the growth of your practice.

Building a Solid Patient Base

Building a solid patient base is the cornerstone of any successful dental practice. It’s not just about attracting new patients, but also about retaining the existing ones. This is where dental direct mail marketing comes into play.

A well-crafted dentist direct mail campaign can be a powerful tool in your marketing arsenal. It allows you to reach out to your target audience in a personal and tangible way. Unlike digital marketing, direct mail has a physical presence, which can make a stronger impression on the recipient.

Whether it’s a dental flyer, a postcard brochure, or a snap pack, the key is to create a compelling message that resonates with your audience. This can help you build a loyal patient base that keeps coming back to your practice.

Ensuring Regular Visits

Ensuring regular visits from patients is a critical aspect of a successful dental practice. This not only helps in maintaining the oral health of the patients but also contributes to the steady growth of the practice. A well-planned dentist direct mail campaign can play a significant role in achieving this goal.

Direct mail marketing, such as dental flyers or postcard brochures, can serve as friendly reminders for patients to schedule their regular check-ups. These mailers can be personalized to each patient, making them feel valued and encouraging them to prioritize their dental health.

Moreover, a targeted mailing list can be used to reach out to patients who haven’t visited in a while, reminding them of the importance of regular dental check-ups. This approach, combined with a compelling marketing campaign, can help ensure regular visits and foster patient loyalty.

Standing Out Among Local Practices

A well-executed dentist direct marketing campaign can be the difference between blending in and becoming a local leader. Dental direct mail marketing, particularly through the use of postcard brochures and dental flyers, offers a unique opportunity to showcase your practice’s unique offerings.

The goal is not just to attract new patients, but to retain existing ones. A targeted mailing list can ensure your marketing materials reach the right audience, fostering a sense of community and loyalty among your patient base. This is the power of a well-executed dentist direct mail campaign.

Exploring Different Types of Dental Direct Mailers

Direct mailers offer a tangible, personalized way to reach out to both existing and potential patients. In this section, we’ll delve into the different types of dental direct mailers, from postcards and brochures to snap packs and self-mailers. Each type has its unique benefits and can be tailored to meet your specific goals, whether it’s expanding your patient base, enhancing patient engagement, or standing out in a competitive landscape.

Postcards and Brochures

Postcards: These are a popular choice in the dental mail market. They are cost-effective, easy to design, and can be customized to target a specific patient base. They are great for maintaining patient loyalty and increasing brand recognition.

Brochures: Brochures offer more space for information than postcards. They can be used to provide detailed information about dental services, introduce new treatments, or highlight the competitive landscape of your dental office. They are an excellent tool for patient engagement.

Combo: Combining postcards and brochures can be a powerful strategy. A well-designed postcard can grab attention, while a detailed brochure can provide the necessary information to convert an interested reader into a loyal patient.

Snap Packs and Self Mailers

Cost-effective: Snap packs and self-mailers are a budget-friendly option in the mail market. They eliminate the need for an envelope, reducing costs and providing immediate visual impact.

Engaging: These mailers are designed to grab attention. The unique format encourages the recipient to interact with the mailer, increasing patient engagement.

Versatile: Snap packs and self-mailers can be used for a variety of purposes. They’re perfect for introducing your dental office to potential patients, maintaining patient loyalty, or reminding exist patients of upcoming appointments.

Reminder and Welcome Postcards

Welcome Postcards: These are designed to attract new patients and establish a solid patient base. They provide an excellent opportunity to introduce your dental office, services, and any special offers to new residents, thereby enhancing brand recognition.

Reminder Postcards: These are crucial for maintaining patient engagement and loyalty in a competitive mail market. They serve as friendly nudges, reminding existing patients of their upcoming appointments or the need for regular check-ups. This helps ensure your dental practice stays top-of-mind.

Personalized Postcards: These are a powerful tool for fostering long-term relationships with patients. By incorporating personalized elements such as the patient’s name or birthday, you can show your patients that you genuinely care, thereby boosting patient loyalty.

Evaluating the Effectiveness of Your Dental Direct Mail Campaign

In dental direct mail marketing, it’s essential to evaluate the effectiveness of your campaign. This involves a thorough analysis of your campaign’s success and understanding the return on investment it offers.

By doing so, you can fine-tune your strategies, ensuring that your direct mail pieces resonate with your target audience and drive new patient acquisition.

Measuring Campaign Success

Measuring the success of your dental direct mail campaign is crucial to understand its effectiveness. It’s not just about sending out mail pieces and hoping for the best. You need to track the response rate, which is the number of new patients who respond to your mail campaign.

The second metric to consider is the conversion rate. This refers to the percentage of respondents who actually become patients. It’s a direct indicator of the effectiveness of your direct mail product.

Understanding the ROI of Dental Direct Mail

Understanding the return on investment (ROI) of your dental direct mail campaign is crucial to gauge its effectiveness. It’s not just about the number of new patients you acquire, but also the value each patient brings to your practice.

A well-executed dental direct mail campaign can help your practice stand out, increase patient engagement, and drive growth. It’s a potent tool in your marketing arsenal, and understanding its ROI is key to leveraging its full potential.

Embracing the Power of Dental Direct Mail

 

In conclusion, the power of dental direct mail cannot be overstated. It’s a versatile tool that not only attracts new patients but also fosters patient loyalty, ensuring your dental office remains a preferred choice in a competitive landscape. From postcards to brochures, snap packs, and reminder postcards, the variety of direct mail products available offers a perfect solution for every dental management company.

With precision print and targeted mailing lists, your direct mail campaign can effectively reach your target audience, boosting patient engagement and brand recognition. While the world is rapidly digitizing, the tangible impact of a well-crafted mail piece remains unmatched. So, whether you’re a seasoned mail expert or just starting your first direct mail campaign, remember that dental direct mail marketing is a powerful tool in your marketing arsenal.

To ensure your dental direct mail campaigns are as effective as possible, consider partnering with Cactus Mailing, a leader in direct mailers. Their expertise can help you design and execute campaigns that resonate with your target audience, driving new patient acquisition and strengthening loyalty, all while keeping your practice at the forefront of the market.

 

by Marketing

Don’t Let the Bastards Get You Down! Dealing With Online Criticism

Let’s face it, as you grow your firm, eventually you’re going to run into the problem of an unhappy client (or more likely, an unhappy non-client.) It happens, and as much as we’d all prefer that they bring their grievances to us personally so that we can work things out like adults, sometimes it doesn’t work that way.

They decide to lash out and leave a nasty review. It could be on some desolate part of the web designed for angry people to air their grievances for other angry people. Or it could be on a Google page or local business directory.

The point is, it’s out there, and you won’t always have the ability to control the message. It’s the price we pay for exposure. Sure we could opt out of Google’s local search and eliminate the risk of a bad review, but we’d also eliminate the risk of getting clients online.

So what’s a business owner to do?

Well, first, take a breath. It’s not the end of the world. In fact,` it might even be seen as an opportunity to show your commitment to making sure your clients are happy.

So what are the options?

Obviously, in the moment, the reaction is to get defensive, or more accurately, offensive. The initial thought is to burn it to the ground, to go all scorched earth on the whole review site. Tell the little arrogant SOB what’s what. How you bent over backward for them, or how difficult they were to deal with and how ungrateful they are for your service. In short, you want to bring them to justice!

Well you know better than anyone else that justice isn’t always easy, and often times both sides lose. Overreacting now is almost guaranteed to make the situation worse for everyone involved.

So now that we’ve gotten the least desirable outcome out of the way, let’s discuss the option in order of preference.

Kill them with kindness and work it out offline

The first step should always be to reach out in private to try and resolve the problem in a cool and collected manner.

But first, you do want to respond to the review, so start by posting a message that shows empathy and a sincere desire to work through the problem. If it feels dirty to turn the other cheek at this point, just remember, this is more for the benefit of others that come along to see the review than the actual reviewer. You’re still going to reach out in person.

For example:

    • I’m sorry to hear about that, let’s talk offline so we can fix this…
    • Feel free to contact me personally with any other feedback to make your next experience better…
    • I’m sorry that you feel that way. We do our best and if it wasn’t good enough, we want to have a chance to make it better.
    • I apologize for your experience please let me know if there is anything I can do for you. If I cannot help you I will put you in contact with someone better equipped to handle the situation.

If you’re able to resolve things in person, kindly ask them if they’d update their review. Whether that’s removing it or even mentioning how you went out of the way to make things right.

Ignore it

If there’s no hope in trying to make things better, I would still leave the contrite message showing your  willingness to work through it, even if you know it’s pointless. Beyond that, you do have the ability to just ignore it. I know, it’s not the best feeling to let something like that just sit out there. But sometimes it really just doesn’t matter.

For example, I’m sure you’ve seen sites out there whose sole job is to shame lawyers for supposedly bad practices. I don’t know why these sites proliferate with attorneys, but they’re out there. They’re clearly vendetta machines.  The thing is, it’s unlikely that they get much traffic, so the risk your potential clients will come across it is low. And what’s more, many of those sites are so out there that a sane, level-headed individual can clearly tell that it’s a bunch of crackpots that are mad because their case went beyond their retainer and their attorney wouldn’t work for free. In other words, they have no credibility with the types of clients you actually want to work with.

So again, it doesn’t feel good, but those sites are best to let fester at the ends of the internet.

But if the review is on a reputable site like say Google, Yelp, Avvo, or a local chamber of commerce or BBB site, ignoring it probably isn’t the best option.

Contact the site owner

It’s rare that this will work as the incentives of the site owner are not aligned with you, but it can be worth a shot. If it’s a smaller site and the comment is clearly offensive or out of line, you may be able to contact the site owner and simply ask them to take down the post.  Put your letterhead on it and maybe make a veiled threat of “considering legal action” (you’re not going to, it’s not worth it) just to let them know that it might just be easier to take down that single post.  Keep it polite and respectful. Again, the odds aren’t good, but as a website owner myself, I’m happy to side with a polite professional over a nutjob.

Legal action

This is included only for completeness. In all but the most egregious of cases where there’s proof of fraud and/or a substantial effect on your business this isn’t this even worth considering. I’ll leave it to the lawyers in the house to discuss legal recourse, but again, this is a last ditch, I’m losing multiple clients because of this review, kind of an option.

Drown out the bad

Regardless of how this particular review turns out, you should still be actively soliciting reviews from happy clients as part of your outtake or project handoff process.  If you’re effective at getting a decent number of reviews from happy clients then the good will invariably drown out the bad, and further minimize the impact of the review.

Ethical Considerations

Not only do lawyers have the difficult job of trying to please each client that comes through the door but now you also need to be concerned with what these clients are saying online and what the repercussions will be if you choose to respond. Across the country responding to those pesky reviews has become a hot topic. States such as New York and Illinois have released statements that have determined that releasing any confidential information, even in defending yourself, your practice, or employees, will result in disciplinary action. Lawyers, look out. It is time to be careful. Unhappy clients will say anything under the moon, true or untrue but the response you choose to use could affect your more than losing some clients from some crackpots ridiculous review. Responding online could cost you so follow some of the strategies we have suggested and steer clear of trouble!

by Local Search

Why Google’s Cracking Down On Non Mobile-Friendly Sites And What Attorneys Need To Do

You may have heard whisperings that Google is going to be cracking down on non-mobile-friendly websites starting April 21st.

That’s absolutely correct.

For a while now they’ve been keeping track of whether sites are optimized for small screens and slow data connections. Up until now they haven’t changed any of the rankings based on that information and instead, just show a little “Mobile-friendly” label on search results when searching from your mobile device.

But now, they’re taking the next step, and using mobile-friendly as a ranking signal when someone searches for your firm on a mobile device. We don’t know how much it will affect rankings just yet (but we’re watching closely and will report as soon as we can measure it), but we know that it will drop rankings for searches from mobile devices, and it’s expected to drop them considerably.

What does that mean for you?

Well, it depends on if your site is mobile-optimized. Here’s a link to check if your site is mobile-friendly. If it is, then you should be all set.

But if it’s not, come on back here and we’ll discuss the options you have for avoiding the Google hammer in a few weeks.

So here’s the link to Google’s mobile-friendly tester.

Go check your site and see if Google thinks it’s mobile-friendly. I’ll wait.

…

…

…

How’d you do? Did your site pass?

It passed!

That’s awesome. Gold star for you! You may want to read ahead though to see if one of the other options here might be a better option for you.

It didn’t pass?

Don’t worry all is not lost. Consider this a bit of a wake-up call. After all, you still have a little time to right the ship, so to speak.

First of all, these changes won’t affect your rankings when someone searches for your firm on their desktop. Which, is still somewhere around 75% of search traffic in the US depending on whose stats you use.

But, that still means you’ll start to lose out on 1/4 of your traffic.

A better way to think about this might be to consider the following scenario. Let’s say a potential client just got into a cab when they received an email from a friend referring your firm to fix their problem. The first thing they’ll do is google you or your firm.

If your site isn’t mobile-friendly, your firm website might not be right there in the first spot in their search results. Instead, they might see your Avvo profile (which you may or may not have done anything with). Or maybe they’ll see a complaint a bitter client left on a review site.

All that effort crafting your brand and your message, and it’s all for naught because your site wasn’t the first one listed.

Obviously, that’s not a great place to be in. So it begs the question…

“How do I make my site mobile-friendly?”

Well, you have two options. You can redesign your site, or you can create a separate mobile site that lives at mobile.myfirm.com.

Each has their benefits and drawbacks, but I’m going to strongly recommend a site redesign over creating a separate mobile version of your website.

The main reason is maintenance. With two different web properties to maintain, you’ll need to have a way of keeping them in sync. And what’s more, you’ll need to be diligent about telling Google which version of a page is ‘canonical’. Meaning, which version is the “one true version?” Fail to stay on top of that and Google will dock you for having duplicate content.

The second reason is just common sense. For the same cost it would take to build a mobile-specific site, you could redesign your site to be mobile-friendly and avoid the mess of maintaining two properties altogether.

No need to worry about whether the mobile site matches your desktop branding. No worrying about duplicate content. And hey, you get a fancy new desktop and mobile website for the same investment.

How large is that investment? Well, it depends on what you’re starting with.

I use wordpress or another CMS.

If you already use a content management system like WordPress, it could be as simple as finding a theme you like. A decent responsive theme can be had for peanuts on sites like themeforest.net. You might get lucky and be able to just swap in the new theme and call it a day and you’re done in ~$50.

More likely, you’ll want to find a developer to customize the theme in a few places to fit your brand. That could cost you ~$50-$100/hr for a few hours of work. A far cry from building a new site from scratch.

I had a custom site coded for me.

But if your site was a custom job, as we typically see with agencies or with one-off website designs, your options get a (little) bit more expensive.

You’ll likely need to go through that process again. Which is a pain, I know. This time through though, keep an eye on an ability to upgrade in the future. If you’re working with a developer or agency, make sure they’re using a commonly-used CMS that will be around for a while. WordPress would be my recommendation (outside of using AmazeLaw of course.)

For an idea of what a site should cost these days, check out our guide to How Much a Law Firm Website Should Cost.

But regardless of your starting point. This update is a good thing for your firm. Sure it requires some investment. But that’s exactly what it is. An investment that you’ll most definitely see returns on.

Again. This is a GOOD thing. Think of it this way.

Imagine you had a 20 year old car. It’s worked well for you in the past. Sure, it’s not shiny, but it’s gotten you where you’ve needed to go.

But, a lot has changed in 20 years. Technology has gotten exponentially better. While you might say “I don’t need my car to talk to me,” it’d be hard to argue against the safety, fuel-efficiency, and reliability improvements that have come along with it.

On the road, states incentivize adoption of new technology through car inspections. On the internet, Google is taking on that role by rewarding sites that stay current with better search placement.

So rather than lamenting the fact that it’s become necessary to upgrade your website, you should also feel excited. You can now take advantage of advances in technology that make marketing your firm much easier.

Does your site need a mobile upgrade?

Our sites are all fully-mobile-optimized. If you want to see what mobile magic AmazeLaw can do for your firm…

Schedule a Demo Today

by Marketing, SEO
Cheap web design on the side of the road is NOT the way to go.

How Much Should A Law Firm Website Cost?

It can be pretty daunting trying to figure out how much to spend on a law firm website these days.  There are companies charging tens of thousands of dollars and promising the moon, and there’s always your cousin’s friend from college who would do it for a case of beer and a bucket of chicken.

Sometimes it helps to just set some expectations.  Your mileage may vary according to your goals, your geographic region etc, but here are some ballpark figures that will give you a good sense for what you should get for your dollar, and help you figure out just how much you can afford to spend.

So let’s kick this off at the bottom.

Less than $500

The old adage goes, you get what you pay for.  This bucket usually contains either family friend discounts, students doing the work, or your run of the mill website builder like GoDaddy or Wix.

If your goal is just to have a site that you can point people to, and don’t intend to do online marketing, blogging, lead collection etc, this might be the way to go.  Be careful here though.  A lot of times the website builders are loss-leaders for the business.  For example, GoDaddy makes the website builder cheap to get you to do your web, email and domain hosting with them, which often ends up being a more expensive and lower quality offering than going out and getting decent options separately.

For example, I use DNSimple for domain and DNS hosting. I can’t recommend them enough. And for email hosting, $50/year for Google Apps is an absolute steal.

$500 – $1500

This is a tough range.  It’s tough because it’s likely that you could find someone to do the work for the price, but it’s going to be very difficult to judge the quality beforehand.  A developer that’s worth their salt will be able to charge A LOT more than this, so here, you’re typically dealing with local developers that might not be around very long. You want someone that will be around 2 or 3 years from now and who can answer an email at the drop of a hat if there’s a problem.  Now, if you’re willing to take a bit of the management tasks on, you could probably find a very talented international developer on oDesk that could do a great job for this price.

$1500 – $5000

This is what I would consider the sweet spot for most solos.  In this range you can get a good developer to do a basic site that’ll cover the bases for most of you.

When I say “cover the bases” I mean:

  • Uses a nice responsive theme (looks great on mobile devices)
  • Uses a Content Management System like WordPress or Drupal. Avoid hard-coded sites as you’ll need to contact your developer any time you need a change.
  • Has a BUILT-IN blog (I saw a recent post that suggested attorneys should have a separately branded blog. That is such terrible advice that I would consider it dangerous.)
  • Uses best-practices like semantic markup to make your site more easily parseable by search engines.
  • Basic setup with Google (Google Analytics, Google Authorship)
  • Can offer limited tech support for the foreseeable future.
  • A classic looking, basic typographic logo if you don’t have one yet.
  • Redirects from your existing site if you have one. Basically, make sure that anyone linking to your existing site ends up on a relevant page on your new site.  Without this, any SEO clout you’ve built up will disappear.
  • And the ability to walk you through how to do basic edits (like writing blog posts) yourself.

What you likely won’t get at this price point:

  • Custom photography
  • Custom graphic design (the theme you use will be the “web designer”)
  • Custom copy
  • Comprehensive branding

$5000+

Once you go over $5k, the sky really is the limit.  You could get a custom graphic designer to do a completely custom design just for you.  You could get a marketing consultant to do your bidding.  Really, at this price range, it’ll be really confusing because it’ll likely be a much larger to-do.  There might be an law firm SEO consultant or an AdWords consultant.  All of these things can be positives, but it’s easy to get overwhelmed and there’s a lot of sharks at that price point that’ll promise you the world and never deliver.  If you’re spending that kind of money, make sure you get references and demand quantifiable proof that the investment was worth it.  If they’re good, it’ll be more than evident.

Whatever you decide make sure the following:

Make sure that your domain name is registered under an account you can access yourself and that it’s registered TO YOU.  As I mentioned, I really like DNSimple for this.  They’re great people and they make managing domains really simple without some of the spammier upsell practices of companies like GoDaddy.  Also, don’t let your developer own this account.  If he’s out of business in 2 years, you’ll have a really hard time getting control of your domain (if you can at all).

Be wary of SEO sharks that mention link-building or keyword density when pitching SEO services.  SEO is almost entirely based on writing good content that answers questions that people want answered.  There is very little left that can “game” the system.  Anyone that tells you they can get to the first page of Google for something like “DUI attorney Nashville, TN” and doesn’t immediately follow it up with a year-long content strategy is selling you a bag of goods.

Make sure you understand the ins and outs of your Content Management System before you sign off on the project.  If you’re not completely comfortable with the process of updating your practice area pages or writing a blog post, you never will, and that’s the quickest way to make your investment depreciate like an abandoned house.

When in doubt, feel free to ask for help. I see all of the shady stuff targeting my wife’s practice and I want to scream, so I’m happy to share unbiased advice.

I hope that clears up some of the confusion in the space.  If you have any questions, feel free to let me know and I’ll do my best to answer them…

 

Photo Credit: Mario Carvajal used under CC
by Marketing
Fresh coffee in hand, ready to start marketing your firm.

Real Digital Marketing Tactics For Solo Attorneys

Starting your own firm is hard work. You don’t have the same resources that big firms have to market yourself. But luckily, what you lack in budget you gain in scrappiness. You can move quicker and with less oversight. You can ditch the BigLaw stuffiness and appeal directly to the clients you want to help.

Here’s our promise. We will deliver an actionable plan every week that can be implemented in less than 30 minutes a day, that, applied consistently, will provide you with an audience of prospective clients that lets you focus on the law instead of glad-handing at every networking event that rolls through town.

Remember, consistency is key if you want to build up that consistent stream of clients. Consider us your coach. We’ll give you a plan, every week.

Want to get early access to these tactics? Sign up for the email list and we’ll deliver them right to your inbox, every Monday morning. If not, check back on Fridays for that week’s plan.

Photo Credit: 55Laney69 used under CC
by Marketing