The One New Marketing Strategy Your Firm Must Do in 2013 to Generate New Clients, or Risk Being Left Behind.

In 2012, mobile-search inquiries to the firms we work with grew from 6% to as much as 40% of the total new prospect inquiries they received. Based on the current growth rate of mobile smartphone usage, we expect well over half of all inquiries to come from mobile smartphone searches by the end of 2013.

If you’re not yet marketing your firm using mobile, here are some guidelines on how to do it effectively – some of the same strategies that we use at Swift Marketing Partners and Swift Legal Leads to generate new clients on a pay-per-inquiry basis for local firms.

  1. Mobile Pay-Per-Click
    Set up a separate Pay-Per-Click text ad campaigns to be seen only by searchers using mobile phones. If you are already doing paid search engine marketing to reach searchers looking for what your firm does, just divide up your campaign into two campaigns – one for desktops and one for mobile phones.
  2. Mobile-Optimized Website
    Searchers who search and find your firm on a mobile phone should click through to mobile-optimized site promoting your firm. If you don’t yet have a mobile optimized site for your firm, you’re missing out on many potential new clients – as most standard websites are difficult to read and navigate on mobile screens, inviting potential clients to click elsewhere.
  3. Missed Call Lead Forwarding
    Set up Missed Call Lead Forwarding so if an incoming call from a potential client goes unanswered, the caller’s message is automatically forwarded to your smart phone. This allows you to receive the prospect’s inquiry and return the call immediately, rather than waiting until someone checks the company voice mail (which could be 24 or more hours after the message was left). Potential clients will often contact a competitor if you miss their initial inquiry call, so the sooner you receive their message and return the call, the better your chances are of retaining the client.
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The Dirty Secret Most Lead Generation Companies Won’t Tell You – And How to Generate Valuable Leads for Your Law Firm Yourself.

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5 Insider Secrets to Generating New Clients for Law Firms Online Without Wasting Your Money

Most online marketing and lead generation programs actually fail to generate enough new clients for a law firm to justify the marketing expense. But by following these “insider” guidelines, it is possible to avoid the typical money-wasting mistakes – and instead run a highly-profitable campaign for your firm.

The two primary online lead generation models that waste your money 

1. Generic website sends you email leads

This model, most commonly used by Total Attorneys, uses a common website that discusses legal issues and asks site visitors to submit an email request to be contacted by a local attorney. Attorneys pay for the email leads they receive and have to try to reach the people who inquire. The problem with this model is that site visitors tend to be info gatherers, rather than highly motivated to hire a law firm. They are also often difficult to reach. Our clients who have used this model in the past report that very few of these leads convert into paying clients. We recommend avoiding this model at all costs.

2. Pay-Per-Click marketing or SEO for your own website

This model, which you can do yourself or is commonly done by firms such as Yodel and ReachLocal, is where Pay Per Click text ads (Adwords) are placed on Google to reach people searching on law-topic-related keywords. Or, a company charges you to get your firm’s website ranked high in Google’s organic listings. Visitors click a listing on their search results page and go to the firm’s website. You can either pay for Adwords yourself, or pay a company to run a program for you. The problem with most of these campaigns is that there is no guarantee that you’ll end up with any new clients. You often just spend a lot on marketing without seeing new clients as a result.

Secrets to doing it right without wasting your money

1. Find potential clients at the time they’re ready to hire a law firm.

Pay Per Click programs can work well at this – but the key is separating the info gatherers from those internet searchers who are actually ready to hire a firm. Only select keywords that are most likely to convert into paying clients, not every bankruptcy-related keyword in the book. Use text ads that attract “ready to hire” searchers rather than info gatherers. Promote an offer in the text ad rather than just information.

2. Convince prospects to choose your firm to call rather than one of your competitors.

Online searchers will also be viewing your competitors’ websites. Most online marketing campaigns send internet searchers directly to the law firm’s existing website (designed to convey general information about a number of topics for a wide variety of site visitors). In most cases, that site does not provide the visitor specific reasons to choose your firm over your competitors. Instead, post a landing page microsite that gives specific reasons to choose your firm and promotes a special offer for each area of law you handle. Then send online searchers to the campaign-specific site.

3. Make contact immediately with the prospect.

Potential new clients should be able to call your firm and speak with you or a receptionist directly. Don’t let callers go into voice mail that gets checked once a day or worse, every several days. The longer it takes for you to speak with a potential new client after he first inquiries, the more likely it is that the person has moved on and contacted another firm instead. With our lead generation campaigns, if a call to your firm from a potential new client is not answered, the caller is routed to a campaign-specific voicemail system that records the caller’s message, transcribes it, and then instantly sends that message via text and email directly to you – so you can return the call immediately, before the prospect talks to someone else.

4. Track all inquiries, and only pay for the qualified prospects that can hire your firm.

Many marketing companies, including us, use unique phone numbers on their lead generation campaigns to track incoming phone leads generated from the campaign. But if the calls that are tracked are not viable new clients for your firm, then you’re still spending money and receiving little new business in return. We actually listen to recordings of every call our lead generation campaigns produce to determine which ones are the qualified new prospects. And then we only charge for the viable new client calls you received. This way, you never spend money that doesn’t produce actionable results. If your lead generation company, or marketing agency, is still charging for their services rather than only what their services produce, you’re likely overpaying considerably.

5. Monitor the pace of incoming bankruptcy prospects and restrict the pace to only the number of new clients your firm can handle.

Since we listen to every incoming inquiry, monitoring and qualifying leads throughout the day, we can also change the pace in which a law firm receives incoming new clients, ramping it up, or scaling it back as needed. Most of the attorneys that we work with receive 5-10 new clients per week cost-effectively from our lead generation program.

To learn more about pay-per-inquiry lead generation for law firms, contact Swift Marketing Partners at 877-525-1381, or visit www.SwiftLegalLeads.com.

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How to Double Your Consumer Law Firm Caseload in One Month Without Spending Any Money Upfront.

This is the case with most new bankruptcy and family law firms we work with – they spend no upfront money, and within a month have doubled (or more) the volume of new cases they are handling. Here is what 3 different attorneys say about Swift Marketing Partners’ Pay-Per-Inquiry Lead Generation Program.

 “In the last three weeks with Swift, I figured that I signed up 16 new clients. I’ve also talked to about 10 others, so they’re still out there and I’m expecting that they’ll probably happen too. On only 4 of the previous 30 did I never hear back or they went with someone else. I’d say my conversion rate on their phone leads is probably already 60%. And with the prospects still to come in, it’ll probably be closer to 80%. I was not expecting the Swift program to work this well, but it’s absolutely exceeded my expectations.” Attorney N.N., Denver

“Swift makes my phone ring. They get people to call my office and I talk to them directly. It’s a tremendous call volume, and they only charge for the qualified calls. That’s it, no other charges. You’ve still got to make the appointment and get the client to show up. About 2/3 of them end up giving me around $200 down, and then you get 1 or 2 that pays you in full right when they come in to meet with you. That helps pay for the phone calls. Now we’re growing our receivables which then pay the overhead and more. So far, I couldn’t be more pleased. I might be at an 80% retention rate on my consults, so they’re quality people, solid clients calling. It’s the best thing I’ve done to grow my business.” Attorney M.F., Tucson

“I’ve tried, and cancelled, probably all of law marketing programs out there, even had a local company work on SEO for me for about 6 months. Nothing really worked. Until I found these guys — Swift Marketing Partners (www.swiftlegalleads.com) has been by far the most reliable in terms of getting my phone to ring consistently with qualified bankruptcy clients. They only charge me when a qualified person calls me and I can control how many calls I want (I have a small office and can only handle so many clients at a time). They don’t charge any upfront fees and there’s no contract, no obligation, so I can pause or cancel whenever I want. Our closing rate has been the highest of any lead source too, probably around 50%. And I really didn’t have to do a whole lot to get started, except start taking the calls.” Attorney J.L., Fort Lauderdale

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How to Implement “Missed Call Lead Forwarding” to Retain More Prospects for Your Firm.

If you’ve invested a lot of money and effort to market your firm, you want to retain as many of the prospects who call you as possible. But when a call from a potential new client goes unanswered, you also miss out on the opportunity to retain that prospect. With standard reception voicemail, messages may not be checked or returned for hours, or even days — long after the prospect has already spoken to or maybe even hired a competitor.

How to recover those lost prospects 90% of the time

We recommend using Google Voice to create a custom outgoing voicemail message with instant missed-call message forwarding. We implement this service on all of our Pay-Per-Inquiry lead generation campaigns we run for the firms we work with to help them close more business. 

Simply log in to an existing Google gmail account that you already use. Or, sign up for a new one to be used for your Missed Call Lead Forwarding. Next, under Google products, go to Google Voice. Sign up to receive a free local phone number and enter your regular incoming business phone number as the number you want your Google Voice number to redirect your calls to. 

Use your new Google Voice phone number in your marketing materials, such as online advertising and your website, instead of your regular business phone number. 

Incoming calls from prospective clients are automatically redirected to your reception person, or you, to answer same as always. But if you don’t answer, Google Voice plays a custom outgoing message that you’ve recorded (thank the caller for calling in response to your marketing campaign and say you’ll return the call within a few minutes) and then records the new caller’s message. The caller’s message is instantly transcribed and sent via text and/or email to your gmail/email monitored on your smartphone along with a recording of the original message. 

You’ll get the missed-call message immediately and can then return the call within minutes — before the prospect has moved on and spoken to a competing firm. 

The best part is Google Voice is completely free.

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3 Keys to Building a Volume Bankruptcy Law Business

Successful bankruptcy attorneys that are growing their business are following a similar business model, applicable to any new law office.

  1. Generate a steady stream of quality new client inquiries calling your law office  This is probably the most difficult step for most attorneys. But, in fact, it’s the easiest of all, if done right. Many attorneys attempt to do their own marketing which often turns out to be expensive and produces few new clients. There are multiple marketing companies, and lead generation companies willing to help. And although they promise a big response to their efforts, the results rarely prove out.The solution? Swift Marketing Partners Pay-Per-Inquiry Lead Generation. It’s cost effective, since attorneys only pay for the qualified new bankruptcy prospects that call their law office – not for marketing or advertising. And it produces the volume of quality inquiries needed to develop a volume bankruptcy business. Swift lead generation campaigns currently produce as many as 80 qualified bankruptcy prospects per month for current clients. Attorneys can limit the number of calls they receive (some of our attorneys want as few as just 10 new inquiries per month), or let it run on an unlimited basis if they choose.
  2. Collect enough money from some of them in the initial consult to pay for the leads  Attorneys using Swift lead generation typically collect the full fee from enough new clients each week to pay for all the inquiries they receive. The remainder of new cases pay a down payment, usually $100-$400, at the time of their initial consult, to start their Chapter 7 case.
  3. Build up your receivables to generate a steady income stream  Regular payments from the growing list of clients that have been retained become a steady income stream for your firm. It pays for your office overhead and provides cash flow to pay yourself. The only limit to the amount of cash flow you build is how large you want to grow your firm.
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Swift Marketing Partners launches new “Pay-Per-Call” billing option.

Swift Marketing Partners recently launched a third billing option for small business clients who are seeking new customer inquiries on a Pay-For-Performance basis.

The Pay-Per-Call option is available to select SMP clients as a lower-price-per-lead alternative to Pay-Per-Qualified-Inquiry. In the Per-Call option, a client pays a reduced rate for each call and email generated from our lead generation campaign that meets a specific criteria. Calls must exceed a minimum length and be from a unique number (calls from repeat numbers are not billed). All calls generated from the campaign are recorded and tracked in SMP’s proprietary online Inquiry Management System and are available for client review 24/7.

The Pay-Per-Call option joins SMP’s other two billing options, Pay-Per-Visitor (similar to Pay Per Click) and Pay-Per-Qualified-Inquiry, to give businesses a variety of ways to take advantage of our internet-based lead generation services.

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“The prospect left me a message and now I can’t get back in touch with him. Is it a ‘dead lead’?”

When our small-business clients receive a hot qualified sales lead from us, in most cases they talk to the prospect on the phone at the time the prospect first calls. But sometimes the inquirer leaves a voice mail or email message. And that requires an additional effort to call back the prospect.

So what’s the most effective approach at following up on a message left by a hot sales lead – such that you have the best shot at actually reaching the person?

The 6-Call Strategy

We recommend following this “Best Practices” approach. Research shows that if you do, you’ll get in touch with that hot sales lead over 97% over the time.

  1. Return the prospect’s call within 5 minutes of first receiving the lead. Do this every single time and do not wait longer than 5 minutes.
  2. If you didn’t reach the prospect, attempt callbacks 2 and 3 also on Day 1.
  3. If you still didn’t reach the prospect, skip Day 2. Then, attempt callback 4 on Day 3.
  4. If you still didn’t reach the prospect, attempt the fifth call on Day 4.
  5. And, if you still haven’t reached the prospect, make your sixth call attempt on Day 11.

At Swift Marketing Partners, our goal is to help our clients close more sales ~ with the highest ROI. Contact us today to find out how our Pay-Per-Qualified Inquiry lead-generation program can help boost your business’s bottom line.

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Are you a Hunter or a Gatherer when you search the internet?

More importantly, which type of internet searcher generates more sales for appointment-based small businesses?

In Marketing 101, we all learn how consumer behavior varies while in different stages of the Consumer Buying Process. That process holds true online as well. Different stages generate different types of online searches. 

  1. Problem recognition
  2. Research 
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Purchase

Gatherers

Once a consumer has determined that he or she may have a need for your business’s product or service, he or she has virtually unlimited information available to research the subject via the internet. We call these people (Information) Gatherers.

At this stage of the buying process, people are not yet ready to make a purchasing decision. Yet many small businesses spend their marketing dollars trying to reach them. It’s no wonder businesses don’t get new customer inquiries from this type of marketing. They’re targeting consumers at the wrong stage of the buying process.

Hunters

At Swift Marketing Partners, we target consumers when they become “Hunters”, i.e. after they’ve done their research and are ready to evaluate the alternatives and make a purchasing decision. They’ve gathered the background information they need, and now begin the hunt for the company they want to work with to provide the product or service they’ve decided they want to buy.

For example, we’d waste a lot of marketing money if we tried to convince consumers that they needed to replace the windows in their home to save on energy costs. But, once a consumer has determined – through their own independent research – that they’d like to replace their home’s windows, then we work to get that hunter to find our client and select him to do the job.

We hunt just the hunters. It’s another reason why our Pay-Per-Inquiry program is such a cost-effective alternative for small businesses that have struggled with high marketing expenses – and disappointing results –  in the past.

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17 Things to Tune Under the Hood of a Search-Engine Lead-Generation Campaign.

Tony Stewart’s NASCAR® mechanics will tell you there are about 700 things they review, adjust, tune and tweek to get optimum performance around the track. The same is true with online lead generation. Here are 17 of them…

  1. Geotargetting the campaign – Where are the most-likely-to-buy customers for your business located? How far is too far for a customer to drive to do business with you?
  2. Careful selection of what is to be promoted – What items or services are customers most likely to search for?
  3. Timing – When should the campaign run, when should it be paused? Are there seasonality, weather, economic, trend or holiday influences that may affect optimum timing? 
  4. Search engine visibility – Are all search engines equally effective for your business? How high should your Search Results Listing or Text Ad appear on the first page to get optimum results for the expenditure?
  5. Keyword selection – Which keywords do “buy-ready” internet searchers use? Which are worth the click-cost and which do not convert into customer inquiries and sales?
  6. Keyword bidding –Is it more effective to bid for a lower text ad ranking with a lower bid, or does that “leave money on the table”? What is too much to pay for a click?
  7. Text ad writing – Which words in a text ad generate click-thrus and which do not? Which words generate clicks from non-buy-ready searchers, and which generate clicks from buy-ready people? Should you write a different text ad for every keyword you bid on? What common mistakes do small business make when writing their own text ads that routinely cost them dearly?
  8. Directory and map page submissions – What is necessary to generate a response from buy-ready searchers using this strategy? Are the people using online directories and map pages simply looking for your address or phone, or do valuable buy-ready new customers actually use maps to find your particular business?
  9. Search Engine Optimization – Is it really worth paying a company for a year or 6 months to get you high organic ranking for specific keywords? Many companies that hire an SEO specialist for 6 months to get them on the first page of Google still do not get significant new customers from their expenditure – because other items listed here are not optimized properly.
  10. Business domain naming – Slight variations can result in very different customer attitudes toward a business – and determine if you receive a ton or a trickle of new customers.
  11. Landing page design – Bad design can cause even the hottest buy-ready prospect to click off your site and move on to a competitor’s site. What design factors work best at generating the most inquiries?
  12. Landing page content – What are “absolute must” content items (without which a prospect would never call you) and which are “avoid saying this at all costs!” content items? Which content items generate the most inquiries? With text, often “less is more”.
  13. Landing page offers – What offers generate calls, and which are worthless? How many times have small businesses offered “free estimates” and wondered why nobody calls them.
  14. Landing page response mechanism – Is there a trackable email form and unique, trackable phone number on the landing page? Do they work properly? How valuable are email inquiries versus phone inquiries?
  15. Pacing of inquiry generation – Our biggest complaint (which we’ve since learned to avoid) is over-delivering too many qualified new customers to our clients from our online lead generation campaigns. It’s important for us to know how much new business you can handle with your current staff and facility – so we can pace new customer inquiries to you appropriately.
  16. Feedback from listening to inquiries – Since we listen to recordings of all calls to our clients that we generate, we often hear tidbits of valuable feedback that can help us improve the ROI on our online spending. For instance, when occasional callers requested “unfinished” cabinetry from a kitchen cabinet client of ours (who only sold “finished” cabinets), we added the negative keyword “unfinished” to our pay-per-click campaigns, which then prevented those searchers from finding our client’s text ad.
  17. Feedback from listening to clients – Our clients often tell us which inquiries are the most valuable, and the easiest for them to close the sale. Knowing which set of campaign adjustments generate more of a specific type of call helps us to reduce the spending that generates the other, less valuable calls.

Find out more about how we can cost-effectively generate quality new customers for your business on a Pay-Per-Inquiry basis. Call Swift Marketing Partners at 877-525-1381.

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