Are You Missing This Simple Marketing Opportunity?

In this episode, Danny Decker reveals the most overlooked — yet incredibly powerful — marketing opportunity solo and small law firms are missing: nurturing the relationships they already have. Instead of constantly chasing new leads, Danny explains how email marketing and low-cost social retargeting can keep you top-of-mind with clients, past clients, referral sources, and even old leads who once raised their hand. With just a few consistent touchpoints each month, your firm can dramatically increase referrals and conversions without needing a bigger budget. 

📌 Key Takeaways:

• Why relationship nurturing outperforms most lead generation efforts
• How monthly email newsletters create high-value touchpoints at scale
• The low-cost retargeting strategy that keeps your firm visible to your entire network

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Chapters

• 0:00 The Real Missed Opportunity
• 0:18 Defining Key Relationships
• 0:55 Email As Scalable Touchpoint
• 1:25 Social Retargeting On A Budget
• 2:06 Scale Beyond One-On-One Lunches
• 2:33 Final Takeaway And Sponsor

Transcript

SPEAKER_01: 0:00

What are the biggest missed opportunities when it comes to marketing for law firms? I love this question. Here's where my mind goes first. Your marketing can do a whole lot more than most people realize to nurture relationships. Okay? Here's what I mean by relationships. Let's start there. Obviously, relationships with your clients. Obviously, relationships with potential referral sources, people you've met at BNI, but also leads that you've generated over the years, right? Maybe you have a lead magnet on your website. Maybe you don't actually have a personal relationship with this person, but they've downloaded something from your website which is a hand raise and shows that they're potentially interested in what you're offering, right? So you've got this list. Again, referral sources, clients, past clients, friends, family, uh leads that you've not converted yet into clients. Your marketing should a top priority should be nurturing these people, okay? And you do that two primary channels. One is through email marketing. I really believe every single law firm should have an email blast, email newsletter that goes out once a month at minimum. More frequently is often even even better, right? But once a month at minimum, it gives you the opportunity to create a touch point with your entire list with a click of one button. Incredibly valuable. It always blows my mind how many law firms are not doing email marketing because it's low cost and really, really effective. And then the second, which is in the same category of low cost but super effective, is social retargeting. Take that email list, right, which is all of these relationships, all of these people who are in position to either hire you or refer people to you, load that list into the Facebook ad manager. For a couple hundred dollars a month, you can run a retargeting campaign that is going to push your firm, your content in front of these people every time they log on to Facebook or Instagram, or you can also do this on LinkedIn. Super low cost. This is like the lowest hanging fruit when it comes to digital marketing. Really low cost, great way to keep you in touch with all of these people at scale, right? I was talking to a lawyer the other day and he makes a point. He's really great at going out to lunch with potential clients, potential referral sources very consistently, and that's amazing. But you know, even if he's like maxed out, there's still only like you know, 10 or 12 lunches per month that are realistic. Okay, so that's 10 or 12 touch points. When you multiply that by um, you know, a thousand because now you are using retargeting and email marketing, it just becomes so much more effective. So, biggest missed opportunity for me, hands down, is not lead generation, but nurturing new agents.

SPEAKER_00: 2:41

The law firm marketing minute is brought to you by Spotlight Marketing and Branding, where we help solo and small law firms get more planned and better. If you want more details, visit GrowmyLaw firmplet.com.