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Taking Control: Time Management Tips for Busy Lawyers

Posted By Sara E. Rust-Martin, Monday, February 12, 2018

 

MAKING TIME FOR MARKETING

Taking Control: Time Management Tips for Busy Lawyers

By  | Feb.05.18 | Business DevelopmentDaily DispatchEfficiencyTime Management

You have at least three phone numbers (home, office, and cell), at least two email addresses (work and personal), and at least two social media accounts (Facebook and LinkedIn). You can be texted, tweeted, emailed, snail-mailed and even faxed. If people want to reach you, they expect to do so almost immediately. It’s no wonder you feel pulled in too many directions and think your scarce time is being wasted.

Add to that the evolution of our professional landscape — the fact that being an expert in your respective field requires a more complex understanding of facts and trends than ever before. To earn and keep your clients’ business, you have to impress them with information they didn’t already know (or could Google).

Then there’s business development, an endeavor once sufficiently addressed with a listing in the phone book, an ad in the paper, and a membership with the Rotary club. Now, it requires constant networking, social media posts, charity involvement, PR, conference attendance, competitive intelligence, and persistent “pinging.”

Ways to Make More Time for Business Development

A healthy practice is already a full-time job. The key is to be as efficient as possible so that you have time left for business development (or whatever else you’ve been neglecting). Here are six steps you can take to increase your efficiency.

1. Start your day with a task list, and use it to guide your activities. This is not as easy as it sounds. All too often we find ourselves starting our day with an idea of how it will go and what we’ll get done, only to find that we get sidetracked, distracted, held-up, and rain-checked by various other people and projects. If this happens, be disciplined in getting your day back on track. Keep a white-board or some other large, visible list in your office that you can use to remind yourself of your priorities for the day. The harder it is to miss, the better.

2. Establish set times for email responses, and stick to them. If you always start every day with email, you’re immediately entering a reactive work mode. Your email inbox is like a to-do list assigned by 100 people, none of whose immediate concern is whether or not you bring in new clients. And email is typically the gateway to an entire day spent in that reactive mode. Of course, you’ll tend to your clients’ needs, but it’s very easy to fall into the trap of serving others’ needs all day long, without ever getting around to yours.

Before you open your inbox in the morning, start your day with a proactive business development project. Maybe it’s reviewing a list of prospects you’ve recently collected, or inviting a colleague out to lunch to see if he or she could provide any potential for referrals. Start your day doing something proactive that serves your goals, because chances are that you won’t find time for it once the day gets started.

3. Stop multitasking. There is a widespread misconception that multitasking is doing two or more tasks simultaneously. But this is inaccurate; multitasking actually involves switching back and forth between different tasks (often with mediocre results). This task-switching consists of two stages. The first is goal-shifting: deciding to focus on another task rather than the one on which you’re currently working. The second is rule activation: recalibrating your mind away from the “rules” of the first task and toward the “rules” of the second task. This recalibration can squander as much as 40 percent of your productive time — hardly worth it. Instead, make a conscious effort to “uni-task,” (i.e., work on only one task at a time). Block out time in your calendar and close your office door to ensure there are minimal interruptions during your designated uni-tasking time.

4. Clear off the mess on your desk, so you can think straight. Rather than leave papers cluttered on your desk, apply the “touch it once” principle. For each item, ask yourself if you have time, right now, to touch this item just once? After opening and reading it, can you deal with it quickly? Then decide whether it needs to be filed, responded to, or delegated. Whichever of these three actions is required, do it immediately. If you don’t have time now to “touch it once” and get it off your desk, then leave it until you’re able to focus on it.

5. Use a timer to limit the number of minutes you spend on any given task.Perfection is often the death of production. Whether drafting an email to a client or updating your bio, there are diminishing rates of return on projects that take up too much of your time and attention. Estimate at the outset how much time you will need to devote to a project in order to get your final product to a solid B+ grade level. If it takes hours longer to make it an A+, it’s probably not worth the effort for a result that is only marginally better.

6. Delegate more of your work to someone else, even if they don’t always do it the “right way.” The only way to survive the frenzy of a busy day is to prioritize — to cut low-yield activities out of our lives so that there’s enough room for the ones that produce the best results. Most of the successful rainmakers I know are obsessed with leverage. They are constantly looking for ways to minimize the time spent on client service so they can focus more on client acquisition. Why? Because it’s far easier to find a service partner than a rainmaker.

Prioritize, own your schedule, then delegate. You might find that you have more time for business development than you thought.

 
 

David Ackert is the President of Ackert Inc. and a mentor to high-achieving professionals in the legal, corporate, finance and accounting sectors. David has advised hundreds of lawyers, CEOs and professional-services executives on overcoming business development and marketing challenges. He has developed and implemented business development programs for countless firms, from AmLaw 100s to local boutiques. Follow him on LinkedInor Twitter @DavidAckert.

Tags:  Law practice management  The Business of Law  Time management 

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Call Tracking and Live Chat: Two Ways to Measure ROI and Boost Leads on a Budget

Posted By Sara E. Rust-Martin, Thursday, January 25, 2018

Do you know the ROI of your current marketing efforts? Many of us think things are working just fine the way they are, but what if you could increase your leads and client contacts by 20-30% over the next year? Check out today's blog article from Attorneys at Work and find ways to improve your marketing efforts for 2018!

 

Call Tracking and Live Chat: Two Ways to Measure ROI and Boost Leads on a Budget

By  | Jan.25.18 | AdvertisingDaily DispatchDigital Marketing

call tracking and live chat

We’ve all heard that doing the same thing repeatedly and expecting different results is the definition of insanity. I want to put a new spin on it: “Marketing insanity” is continuing to spend money without knowing the results — meaning you can’t prioritize how to spend your marketing dollars.

Many law firms come to us experiencing marketing insanity, usually coupled with a track record of overwhelmingly poor performance in their marketing efforts. They’re not alone. Most firms have little understanding of their marketing return on investment. According to the 2017 Clio Legal Trends Report, 92 percent of firms don’t know their cost per lead and 94 percent don’t know what it costs to acquire a new client.

Learn the True Story Behind Your Marketing Efforts

“Isn’t it good enough that we ask our clients how they heard about us?” I hear some form of that question a lot. Or lawyers will say, “I know when business is good because I talk to all the clients.” But that alone won’t give you the true story behind your marketing ROI. Without some technology tools to help pinpoint where business is coming from, or to track which marketing efforts are working well, you’re fighting blind.

  • How can you have confidence that marketing dollars are well spent?
  • How can you properly prioritize how to spend those dollars on different marketing initiatives?

Low-Hanging Fruit: Call Tracking and Live Chat

While there are lots of ways — from simple to complex — to track your marketing efforts, here are two simple and cheap systems you can use to begin measuring your ROI immediately, make better marketing decisions and get more leads.

1. Call tracking. Call tracking will do a few things that are crucial to understanding lead quality, quantity and the cost associated with landing new clients. It gives you the ability to:

  • Easily measure the number of first-time callers to your firm.
  • Record conversations for quality purposes. (If your front office is answering the phones with a bland “law offices,” I can guarantee you’re wasting money already.)
  • Automatically track which keywords visitors type in, to see what’s working in real time. (There are some limitations here, but over time your picture becomes clearer.)

My personal favorite call-tracking system is CallRail. It’s not only cost-effective but ideal for not messing up your local search engine rankings. Plans start at $30 per month and vary based on minutes used. If you’re thinking, “But I love my phone number and I don’t want to lose it,” don’t worry. Companies like CallRail allow you to port your existing phone number to their system so that it becomes a trackable number.

Also, call tracking can be used in many places beyond your website, including TV ads, radio ads, business cards and other forms of print or online advertising. You can use additional call-tracking numbers for any type of marketing campaign, then download the data and match up your call logs with new matters and cases.

Tracking calls and measuring growth over time provide great indicators of your marketing’s effectiveness. I recommend doing this religiously — monthly, quarterly and annually.

Viola! You’re now in the top 10 percent of law firms in the nation.

But what about getting more leads to your website even if you’re on a tight budget? Enter a 24/7 live chat service.

2. Live chat support. We’ve found that placing an additional touchpoint on your website can increase your leads by 20 or 30 percent. Adding a live chat feature is an easy way to do it.

Live chat has become a standard customer support feature, and most consumers expect it on websites. Adding it to your site increases the likelihood that you’ll capture contact information. A law firm chat application will act a bit differently than other business chat services — your provider isn’t going to give advice, consult or qualify a lead. But it will be there for people who want an immediate response before, during and after hours.

I asked Jon Cumberworth, CEO of Client Chat Live, to comment on what customers expect in today’s online environment. He says, “Live chat is an effective tool for law firms because those looking for most attorney’s services are in need of immediate assistance and don’t want to fill out a form and wait for a call. Legal marketing is one of the most competitive verticals, so any opportunity to increase the chance of converting a visitor into a potential client needs to be utilized.”

Live chat is simple to use and you pay only for leads that are good. (In most cases, these are leads you’re already forgoing by not having a live chat service.) Most chat services will charge a flat rate per lead gathered, ranging from $25 to $40, with no monthly minimums or commitment required.

My best advice for any law firm is to try both call tracking and chat and begin tracking their effectiveness. You will increase your leads — and you’ll join the top 10 percent of law firms that actually understand their ROI.

 
 
 
 

Mike Ramsey is President of Nifty Ventures and founder of Nifty Marketing and Nifty Law. The Nifty Law team brings legal marketing rocket science — digital marketing, website design, SEO and content marketing — to firms nationwide. He is the author of "Winning at Local Search" and a partner at LocalU, which provides conferences in the realm of local search marketing. A guest speaker at marketing events such as Avvo Lawyernomics, Mozcon and Pubcon, Mike has been featured on Search Engine Land, Search Engine Journal and SEOmoz. Follow him on Twitter @mikeramsey.

Tags:  Legal Marketing  ROI  The Business of Law 

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