Watch the video in full, then click get a price
to determine if we are a good fit for each other…
Also, please download the written thesis and working model…
Nirwan Law Personal Injury Law added:
$2,279,400 in 12 Months
Nirwan Law Family Law added:
$100,000 in 17 Weeks
Harp Nirwan | Owner
Nirwan Law Corporation
Monkhouse Employment Lawyers added:
$2.64M in billings in 21 Months
2643 Leads
264 Clients
Andrew Monkhouse | Principal
Monkhouse Employment Lawyers
Spinks Law added:
$437,500 in legal fees in 30 Months
1414.57% ROI
– Small Town Personal Injury Practice
Patrick Spinks | Principal
Okanagan Injury Lawyers
Kelly Gates | Owner
Gates Criminal Law
Gates Criminal Law
“I started working with Soulpepper, as I needed help marketing my new criminal defence practice. Immediately after they launched my ad campaign and the new landing page, the number of inquiries that came in grew exponentially.
They took their time to make sure they understood what my needs were as a criminal lawyer and highlighted the aspects of my practice that separated me from other lawyers. This is something I was never able to do on my own. The setup process was painless and they’re always available to answer questions when they come up.
My business is thriving because of the work Soulpepper has done for me. I would recommend them to anyone who wants to increase their client base.”
– Kelly Gates, Owner
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Who this is for:
This is NOT for:
Core Concept
Law firms fail to grow because they did not study Marketing, Sales and Business Strategy in Law School. Most lawyers have the legal skills, but lack the sales and marketing skills necessary to achieve meaningful traction. This results in frustration.
Getting your law practice off the ground and profitable in less than 12 months is completely doable if you follow the right strategy. Doubling your existing practice in 12 months or less is possible also. Sales and Marketing funnels are very closely designed to growth, more than lawyer ability. In order for a Lawyer to grow their practice rapidly, they need to acquire the sales and marketing skills that specifically target new file acquisition. The power of a file acquisition plan comes from targeting buyers in different stages of the buyer cycle and communicating to them with bullheaded determination, until they become a customer.
We’ve dedicated the last few years to solving this problem and perfecting file acquisition for law firms.
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BACKGROUND ON SEAN JIMENEZ AND SOULPEPPER
Hi, I am Sean Jimenez.
In my early 20s, I graduated with a degree in Commerce and Business Administration and decided to take a job at one of Canada’s top Martial Arts Schools, Champions Martial Arts Academy in North Vancouver. Having played soccer and being part of the track and field team at university, I was fairly athletic which made it an easy transition into martial arts.
I assumed the role of Program Director at Champions and was responsible for sales and customer relations.
I was naturally good at sales. My father was a travelling chemical salesman in the Caribbean in the 70s, and he taught me a thing or two about sales.
In my first year, I closed $2.3M in business at the academy by myself. That was a new record.
Being young, having early success and not feeling challenged, I was ready to try something new. Sensing this, the owner offered me something I could not refuse. The General Manager had just resigned, so he offered me the position with a brand new 5 series BMW as a signing bonus.
At 23, that offer looked pretty good, so I accepted.
I immediately started to put my business degree to work implementing systems, checklists, and procedures.
Over time, I noticed that walk-in traffic and leads started slowing down (this is what the previous General Manager had been doing). As this was a small business, there was no real training for me on how to do this which resulted in leads and sales slowing down.
I remember my mentor (the owner and headmaster) telling me in his Persian accent, “You need to do marketing!”
So I opened my textbooks on marketing and did what I learned in college, I built a marketing plan.
I drew up a SWOT analysis and started to do target market research, just like my textbooks said….
My marketing plan was starting to look good. I could taste the new sales coming in. It was going to be GREAT!!!!
Once my plan was done I implemented it, and…………
NOTHING!
Turns out, a SWOT analysis doesn’t do a damn thing for generating leads for a local business…
I remember feeling so frustrated and confused about what to do.
I felt like giving up….
Then one of my good friends Fabio Leopoldo (a Brazilian Jiu-Jitsu World Champion) invited me to go to this seminar in LA. I was super skeptical about it, but it was in LA, so I thought at least it would be hot down there.
The seminar was at the Hyatt at LAX hosted by a guy named Lloyd Irvin. He was teaching a blueprint marketing system, where he was layering different online marketing strategies together to form funnels and help martial artists grow multi-million dollar schools.
He talked about things like SEO, blogs, news sites, lead capture, email autoresponders and pay-per-click marketing.
I took frantic notes and literally didn’t sleep for two days full of excitement.
I came back home and implemented that same marketing funnel strategy I learned at the seminar at my school.
I purchased multiple domains about kickboxing, karate, self-defence, and martial arts and started writing content and building links. I optimized all of my websites and bought online ads. I made sure to capture all of those leads and then send them automated email follow-ups.
And……………….. IT WORKED!
We ended up being #1 on Google for all our key terms and the phone started to ring again.
The school grew by 100 new families in one year from these strategies alone.
Because of this, my mentor, who also owned a software company helping other school owners manage their business, asked me to help him and his customers with marketing.
I ended up travelling all across the USA teaching marketing strategies to martial arts school owners.
Many of them were professional UFC fighters.
I can vividly remember taking the Acela Express train from Philadelphia to Boston to teach Kenny Florian marketing. Then hopping back on the train to New York to teach UFC Champion, Matt Serra, the same.
It was a lot of fun and an awesome experience.
After 10 years in martial arts, I was ready to try something new. I wanted to apply what I learned in my martial arts school for other business owners.
I decided to start my own marketing agency, Soulpepper.
One of my first clients was a personal injury lawyer named Harp Nirwan. He was young and hungry like me and said “Sean I trust you, just do what you think works best”.
I threw everything I learned at creating Harp’s funnels, and within 60 days we were literally lining up new clients into his firm. The campaign worked so well, he had to hire other lawyers just to handle the influx of business.
Fast forward to today, and now I help thousands of lawyers and attorneys across North America grow their businesses through funnels. I was so successful at this, my bootstrapped startup competed against venture-backed marketing companies and we earned the 5th fastest growing young company award for marketers in the nation award in 2017.
Here I am with UFC Champion Matt Serra in one of his Academies in Long Island New York.
Here I am with UFC Champion ContenderKenny Florian in his Academies in Boston.
Here are some of my other credentials:
Owned Canada’s largest Martial Arts Academy for 10 years and coached UFC champions on how to run their businesses.
Helped over 5000 clients as the Head Consultant and Director of Marketing for Small Business Marketing Software, PerfectMIND and ChampionsWay.
CEO & Founder, Soulpepper, which I bootstrapped to $2.25M in under 24 months. 27th fastest-growing young company in the nation.
Made $868,733 in my First Full Year of Business through Digital Marketing.
Helped hundreds of lawyers grow their practice by implementing our system. Firms focused on Personal Injury, Family, Criminal, Business, Real Estate, etc.
Part of the Google Executive Advisory Council. Google asks me for my feedback directly on their new products and services. I teach at their head office.
Spend over $20,000/year learning Marketing, Sales and Business strategy which I share with you.
Here I am teaching marketing and funnels to lawyers and attorneys at Google’s headquarters.
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Now, let’s get into the training.
Here’s Our 7-Step Method That Has Been Rapidly Acquiring high-value files for Law Firms Across North America.
1. Develop a Team of Experts
Traditionally one and two person law teams try and do everything themselves. They manage their staff, leases, debt collection, answer the phone and try to do their marketing as well.All of this is on top of practicing the law. They become overwhelmed with the everyday demands that are running a legal practice.
The lawyer tries to do everything themselves. They understand they need to market for new business, and since they are smart, they decide to give it a try. They do not factor in the experience and specialized skills needed to make their marketing work.
The typical boutique law firm owner ignores what their time is worth. They are so focused on running the everyday needs of their business, they overlook that their time is being allocated to unprofitable activities.
Since online marketing is NOT taught in law school, the lawyer needs to spend hours a day for over a year to become proficient in any one area of marketing. Because they are busy, they do not do this. Instead, they give marketing inconsistent attention.
Instead of focusing solely on the high leverage activities only they can do, the owner/partner ends up working on tasks and projects that could be offloaded to an assistant or domain expert for a fraction of the cost.
Adequate time and knowledge towards firm growth is not deployed. Results are poor. Money is wasted. Time and energy are wasted. Opportunity and bandwidth are lost. Mindset becomes “online advertising does not work for me or my type of practice”. The lawyer becomes resigned and cynical. The firm does not grow.
The lawyer understands that there are experts who understand the domain of marketing better than they do.
The lawyer does an ROI analysis of what their time is worth. They understand that marketing is a monthly activity that requires constant attention from domain experts. They understand that marketing can be done better, faster and cheaper by an expert.
The lawyer aligns with a team of marketing experts with a proven track record of growing law firms. They partner with online strategists, web designers, graphic designers, art directors, copywriters, SEOs, online advertising specialists, etc.
Marketing and file generating strategy and execution are offloaded. Teamwork environment is implemented. Higher efficiency is gained. A steady stream of new leads and files flow in.
A clear pathway for growth is created. Focus is developed. Feeling of hopelessness around not knowing what to do and keeping up with marketing trends is removed. The fear of losing partners and other lawyers due to not enough business is eliminated. Calm is created.
The Importance of an Expert
See a doctor for medical needs.
See a lawyer for legal needs.
See a marketer for marketing needs.
The Importance of a Team
“Talent wins games, but teamwork and intelligence win championships.”
– Michael Jordan
Teamwork and specialization in action
The story of the Ford motor company Assembly line:
As the Ford Motor Company owner, Henry Ford became one of the richest and best-known people in the world. His creation of the assembly line, introduced on December 1, 1913, revolutionized the automobile industry and the concept of manufacturing worldwide.
The chassis of the car was pulled down the 150-foot line by a chain conveyor and then 140 workers applied their assigned parts to the chassis. The assembly line significantly decreased the assembly time per vehicle and increased the profit margin. The use of interchangeable parts allowed for continuous workflow and more time on task by laborers. Worker specialization resulted in less waste and a higher quality of the end product.
“If everyone is moving forward together, then success takes care of itself.” – Henry Ford
Questions
Who do I look for?
You need to look for people with domain expertise in the area you are looking to engage in. Similar to individuals hiring family lawyers for family law matters, and criminal lawyers for criminal manners, you should be looking for graphic designers and art directors for creative work, web designers and developers for website, and online advertising specialists and SEOs for advertising and SEO work.
How do I put together a team?
You can either hire different individuals with specific skills sets, or align with a marketing group who has all of the skills sets you are looking for inhouse. This way you get access to the expertise without needing to hire people full time.
I understand marketing and want to do it myself.
Lawyers are one of the highest paid professions. Even if you want to do it yourself, it is more cost effective to outsource marketing to someone who can do it better, cheaper and faster than you can.
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2. Create a Strong Brand Presence
The foundation of any law practice is defining your brand. A lawyer must determine who they want to target, why those people would do business with them, and what makes them different. This in essence is a lawyers brand.
Lawyers start practicing law without giving their brand much thought. They do not differentiate on what makes them different.
They ignore things like unique selling propositions, brand aesthetic and feel, or what language they want to use in messaging.
They do not understand that prospects will judge them solely based on their online presence, website, content, and social media.
Websites are created without focusing on the needs of their target market.
Because of this lack of understanding, the cheapest solutions for websites and messaging are often sought out.
A lawyer’s brand often falls flat and does not match the capabilities of the lawyer.
This results in poorly representing the lawyer online, and ultimately pushes new customers away.
The lawyer website created is dull, goes out of date quickly.
The “cheap” website, portrays the lawyer as “cheap” and attracts “cheap” customers.
Reputation suffers as consumers who do not transact, make their own decisions. This causes ripples in the marketplace.
Lawyers lose business to competitors who invest in their brand and online presence.
Messaging, target marketing, brand aesthetic, logo, and tone of voice is properly thought out and a brand is cleverly developed.
Lawyers Plan out exactly what you want your website to do. They Establish goals
Unique Selling Proposition is Developed.
Lawyers understand that consumers will line up to do business with you if they perceive your brand to be better.
Lawyers understand that positive brand equity leads to higher sales.
Lawyers understand that consumers are likely to dismiss you entirely, if they believe your website doesn’t reflect the kind of experience your business should offer.
Brand guidelines are developed which help all stakeholders understand what to post, write, and share.
They design their website with user experience in mind.
They build a state of the art website responsive across multiple devices.
They write high quality and compelling content on an ongoing basis
They create social media plans based on current trends.
Lawyers are properly represented online. Their hard work, diligence, accolades, and experience are celebrated in a forum that prospects can see.
Lawyers become a leader in their respective areas of practice causing prospects to engage more frequently.
Lawyers have beautiful state of the art websites that are responsive across desktop and mobile devices.
A higher level of professionalism is established, immediately setting the tone in the mind of the prospect. A higher value is created resulting in justification of higher fees.
Peers take notice and want to do more business with the lawyer.
More positive feedback flows in causing a boost in morale.
Stress reduced. Time regained. Spirits lifted.
Positive brand equity increases profit margin
Brand equity has a direct effect on sales volume because consumers gravitate toward products with great reputations.
When Apple releases a new product, customers line up around the block to buy it even though it is usually priced higher than similar products from competitors.
What do these brands have in common?
They all charge higher prices than similar products in the market.
When Apple releases a new product, customers line up around the block to buy it even though it is usually priced higher than similar products from competitors.
Companies like Apple, with a strong brand charge significantly more for their products vs competitors, even though the product is relatively similar or has inferior specs.
Apple had a lineup of people willing to pay 58% more for a similar product.
This is the power of strong brand equity.
Customers line up to buy iPhone X at an Apple store in Hong Kong on Friday. Nov. 3, 2017
Photograph By KIN CHEUNG, THE ASSOCIATED PRESS
As a Boutique Law Firm, you are your brand, and your website is a direct reflection of you. Therefore your website is your brand.
According to Forbes, consumers are likely to dismiss you entirely, if they believe your website doesn’t reflect the kind of experience your business should offer.
A website that portrays a strong brand justifies higher fees and repels lower budget consumers.
Questions
How do I know if I have a good brand?
What are people saying? What are online reviews saying? Are customers referring to their friends? Is your phone ringing everyday? Are clients and prospects paying full price? Or constantly bartering for lower rates? A strong brand commands a higher price and drives new business consistently.
You can also ask your customers how they would rate your brand.
What do I start with?
Start by establishing your target market, key service offering, developing your unique selling proposition (why people should choose to do business with you). Then, turn the words into a visual representation via a logo, website and creative assets. Build your brand assets.
Remember you can’t be everything to everyone.
What if I have a website?
If your website is not at the top of Google or generating business for you consistently, or if you are attracting crappy files or having issues collecting payment, then it’s time for a change.
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3. Develop a File Acquisition Plan
Customers are the lifeblood of business. Without customers to buy our services, there would be no need to provide services in the first place.
A File Acquisition Plan is a plan to systematically add new customers and files to a law firm, month after month. It focuses on buyers in the different stages of the buying cycle.
Lawyers have no clear plan of how to acquire new files.
Lawyers do not realize they should have a file acquisition plan.
If a plan exists, it was internally developed.
Lawyers main traffic (people) source is from referrals
Lawyers engage in one off marketing campaigns, hoping for results. This is like trying a new diet one day a month and hoping to lose weight.
The website lacks a clear strategy for talking to different types of people.
Lawyers focus on “cost” of marketing, instead of “return on investment”.
Lawyers do not understand that there are different stages of the buying cycle.
Lack of plan leads to lack of results.
Word of mouth traffic is limited. Does not scale.
Because the website is general, it groups all types of traffic into one bucket with one message. Very few website visitors turn into paying customers.
Leads (those not ready to buy yet) are ignored resulting in lost opportunities. These people leave the website and never come back. They go to competitors.
Unable to predictably scale file acquisition.
Marketing yields negative or low return on investment (ROI), energy and bandwidth wasted, feeling lost and discouraged.
Lawyers Get educated on the different stages of a Customer Buying Cycle
Lawyers Understand the difference between leads and prospects.
Lawyers Understand the importance of driving online traffic
Lawyers Understand the importance of capturing leads.
Lawyers Understand that leads need to be nurtured into prospects until they are ready to buy.
Lawyers learn the file acquisition formula.
Lawyers Understand the high leverage activities that propel file acquisition
Lawyers Develop a file acquisition plan.
Lawyers have a clear file acquisition plan of how to target different stages of the buying cycle.
Lawyers have control of their marketing budget and overall marketing strategy.
Lawyers can make investment decisions to grow their practice with confidence.
Lawyers avoid making the wrong decisions when it comes to marketing which can cost thousands.
Insights are developed. Money stops being wasted. Time stops being wasted.
Power over the firm’s growth is regained.
The Importance of Planning
According to the American Psychology Association, 90% of the time, when people follow specific and challenging goals, it led to higher performance.*
According to the US Census Bureau, Businesses with a business plan succeed better than business without a business plan in securing funding and business growth.*
What is the Buyer Pyramid?
In his book, the Ultimate Sales Machine, Chet Holmes (Marketing Executive for 60 of the Fortune 500) wrote about a strategy called Best Buyer, which he calls the “fastest, least expensive way for doubling sales.” He talks about the concept that at any one time, buyers go through a cycle and can be broken down into different segments of the market.
The model is presented in the image below. The triangle represents your marketplace and includes anyone who can buy your services: prospects, current customers, past customers.
Buyer Cycle Pyramid?
3% are active buyers. These are the people and companies that have a need and are actively looking for a lawyer. They want to make a purchase in the next thirty to ninety days. These are sales leads.
6%-7% intend to change. These prospects have a need, but aren’t proactively searching for options. A well timed cold call or marketing campaign can be very effective on this segment, because they are receptive to new ideas.
30% have a need, but not enough to act. This group is not buying. They may look like and act like prospects, but they won’t make a commitment. They have other priorities. Until the need becomes more pressing, they won’t make a purchase. These are leads who will buy in the future.
30% do not have a need. This segment of the market does not have a need for your products and services, and are not receptive to any marketing messages. They may have just made a purchase, they may be too small, or they may not be ready for your services.
30% are not interested in your company. There is a segment of the market that does not fit your brand. Basically, these companies are never going to choose you. They may be loyal to the competition. They may have had a bad experience with your firm. They may use alternative options. Don’t sweat it. Just recognize that this dynamic occurs, and your brand can’t be all things to all people.
May be unqualified
One-way communication from a general business address
Top to middle of the funnel
Several steps from actualization
Qualified for product need and purchase ability
2-way communication from a sales rep
Middle of the funnel or lower
One step away from actualization
Questions
What if you do not know how to create a file acquisition plan?
It is important you have an understanding of the business levers that make your firm grow. Marketing and sales, if used correctly can add millions to your bank account. Once you understand the levers that make up a File Acquisition Plan, you can engage experts to make it happen.
Where are the best places to drive traffic from?
Google, Facebook, Instagram, LinkedIn, YouTube, Email.
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4. Drive Traffic
Driving traffic is the process of attracting people (traffic) to your website or online assets.
Lawyers do not understand what “driving traffic means”, so they do not actively engage in this activity.
Many lawyers rely on referrals and word of mouth as “traffic” sources.
Lawyers drive traffic by mistake. They take out Generic ⅛ or ¼ page ads in the yellow pages, lawyer and business magazines, and local TV, Radio or newspapers.
They think that doing PR is driving traffic.
They do not systematically drive traffic from Google or Social Media.
A lawyers website is nowhere to be on the first page of google for their primary practice areas.
Inflated ego from press, but little to no new business.
Print ads fail. No clear reporting for how many people saw the ad, what type of people they were, how long they engaged with the ad, and ultimately how many called specifically because of that ad. Zero transparency. Poor results. Negative yield. Time wasted. Money wasted.
Building referrals becomes time-consuming. A critical mass of enough work to sustain yourself is reached, you do not have time to continue the process of building new referral partnerships. Heavy time investment. Heavy opportunity cost investment. Hard to replicate with other lawyers.
Lawyers are reliant on word of mouth and referrals. Impossible to predict. Difficult to scale. The fate of their business growth lies in the hands of others.
Learn about the different online traffic sources: Google, Facebook, Instagram, YouTube, LinkedIn, Etc
Understand that Google is where consumers go when they are actively looking for legal services.
Understand social media is where people hang out.
Start with Google.
Learn the different placements on a Google Search Results Page. (Ads vs Organic)
Understand how Google Ads work and launch campaigns to target specific keywords.
Research the search volume and click costs for specific keywords ie. (Chicago Family Lawyer, Best Criminal Lawyer near me, Best immigration lawyer)
Establish a Starting Budget
Understand how SEO works and Optimize your website Google Business page to get your business in the maps and the top of the Organic Listings
When you have mastered Google Search, move to Social Media.
The lawyer uses Google Ads to show up right away in Google, immediately start getting calls. They have flexibility to adjust volume REAL TIME based on business needs.
Lawyers optimize their website via SEO so they are at the top of Google Search results for relative keywords.
The lawyer uses social media to build their brand and target customers who are open to buying later.
Prospects click on their ads and website listings. Prospects call and book consultations and sign up for services.
Calls increase. Brand elevates. Colleagues take notice. Other lawyers start reaching out to refer business and ask for marketing advice. Practice Grows. Revenue Grows.
What’s in a Google Search Engine Results Page (SERP)?
How Google Ads Work:
Keyword Research
Business selects keywords they want to bid for i.e. New York Family Lawyer
Someone Searches
Someone searches for a Lawyer in New York in their search.
Shows up in Search Results
The Lawyer shows up in the search results. (Position of ranking will vary based on bids)
Charged if Clicked
The Lawyer is only charged if someone clicks on their ad.
Here is a chart illustrating average click costs by practice area:
Here is a chart showing an sample starting budget by practice area:
| Area of Practice | Competition in Google | Starting Ad Budget Recommendation |
|---|---|---|
| Personal Injury, Car Accident, Corporate, Civil Litigation | High | $3000 – $4000 |
| Family Law, Small Business, Immigration, Estate, Real Estate, Criminal | Medium – High | $1000 – $2000 |
| Partnership Agreement, Offering Memorandum, Property Disclosure | Moderate – Medium | $500 – $1000 |
How your business shows up in the Google Maps and Organic Listings depends on many of the following factors:
A lawyer must optimize their website and Google My Business Page in order to rank highly in Google.
5 Stats that Show Online is Where consumers are
97%
97% of people learn more about a local company online than anywhere else.
(Source: SEO Tribunal)
78%
78% of location-based mobile searches result in an offline purchase.
(Source: SEO Tribunal)
+900%
“Near me” or “close by” type searches grew by more than 900% over two years.
(Source: Chat Meter)
92%
92% of searchers will pick businesses on the first page of local search results.
(Source: SEO Expert)
4/5
4 in 5 consumers use search engines to find local information.
(Source: Think with Google)
Questions
Isn’t AdWords A Waste Of Money? I’ve Tried It And It “Never Worked”
Running an AdWords campaign without knowing how to use the platform can be a recipe for burning money fast. Clicks can get very expensive if not managed properly. If you do manage it properly, every few clicks can turn into a customer!
How does the billing work?
You set a daily budget (monthly) which can be paused at anytime. If you reach your budget, your ads will turn off and you will not be billed any more money.
How long does SEO take?
The “O” in SEO stands for “organic”, this means it can take anywhere from 3-12 months to get results depending on how competitive the keyword is. For Google Maps it is possible to get top 3 placement in under 3 months. Google purposely makes this difficult so people cannot game the system.
Can’t I just optimize my site and be done with SEO?
On page optimization is half the battle. In order to gain ranking you must build authority in the search engines by building links from other websites, generating reviews, and writing content. This is an ongoing process.
What happens if I stop SEO?
If you have been working at it a long time and you stop, you can keep sustained results for a time. After a while though, as other competitors come to market, or the Google algorithms chance, or your website gets old or infected, your SEO ranking can drop.
I’ve invested in SEO and it’s never worked.
This could be because you stopped too soon, or the consultant working on it was using black hat techniques, or maybe you outsourced overseas on a budget. You definitely get what you pay for with SEO.
Should I do Google or Social Media first?
Think about it, when you are looking for something, where do you go? Google or Facebook? Research says it’s Google, that is why you start there. When Google gets maximized, Facebook and Instagram can be a great place to get leads.
Why would I do ads over organic posts on social media?
Organic posts are great to build brand awareness and supplement your other efforts, but they very rarely drive new traffic to your website. On the other hand, launching ads targeted at your dream customer avatars is a great way to put people on your website and ultimately new files in your firm.
Which social channel do I start with?
This is also a good question. We recommend Facebook and Instagram in most cases. Facebook owns Instagram so it is easy to manage both from the same place.
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5. Capture Leads
Websites group all types of consumers together. The same message is presented to those wanting to buy now, and those simply looking for more information.
Website lacks a lead capture mechanism.
Website lacks an online booking mechanism
Websites lack conversion sales copy and assets
Messaging is very general, trying to appeal to a very broad audience.
People not ready to buy now (leads) are not captured. They leave the website and never return.
Those ready to buy now (prospects) do not see a clear call to action, and are not enticed to call now, or leave their information.
There is no mechanism to bring leads and prospects back thus people that were marketed to never come back. This traffic goes to competitors.
Messaging fails to capture the attention of the different types of people with varying needs. Very low resonance. Low conversion. Negative Yield. Money and time wasted.
The prospects that do make contact, are not properly tracked back to a marketing campaign. The lawyer doesn’t know what worked. Marketing campaign not justified and abandoned. Time wasted. Campaign not validated. Inconclusive results.
Conversion Sales Copy speaking directly to prospects is created.
Dedicated Sales Landing Pages for prospects are created.
Lead messaging is written.
Lead Capture Technology is implemented.
A resource center with high quality content is created.
An Online Booking Mechanism is created.
Prospects engage with Sales Landing Pages. Prospect book consultation more often.
More consultations lead to more new files. More files lead to more revenue. Firm Grows.
Leads engage with lead messaging.
Leads capture technology captures leads.
Calendar is filled with consultations. Lawyer needs to hire more lawyers.
Major Companies are using landing pages to capture leads
Questions
What’s the difference between a website and a landing page?
Websites are where you host all of your information and are designed to answer research for prospects and capture leads. It is where you show your services, team members, and relative pages.
A sales landing page has one main goal, to generate a phone calls or form fill. It has specific sales copy and is designed solely for this purpose. Sales pages are tied directly to marketing campaigns only.
What do I offer a lead to give me their email?
You can offer an ebook, whitepaper, case study or useful resource.
What if me and my team are not very technical?
Many of the lead capture tools are “drag and drop” and automatically email you a lead’s information. Also, if you use any of the main calendars, Google, Outlook, or Apple, appointments can automatically show in your calendar of choice.
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6. Nurture Prospects
Leads are not captured online.
The list of potential customers a lawyer has sits in a spreadsheet, database or folder somewhere.
Leads are not spoken to on an ongoing basis.
Leads are non-existent.
Hot Traffic (website visitors) that are not captured, are never intentionally marketed to again.
Leads are lost.
Consultations from lead lists are not booked.
Clients are not retained from lead lists.
The Money invested to drive those leads is wasted.
Lawyer frustrated at yet another failed marketing campaign.
Leads that are captured are put into an email nurture list.
Website visitors that leave are marketed to specifically through a process called remarketing.
Email automation technology follows up with leads automatically, until they become a customer or unsubscribe.
Leads are sent valuable pieces of content in the form of personalized messages from the lawyer.
Follow up is automated.
Remarketed Website Visitors that abandon return and subscribe to the list.
Leads open the emails and consume the valuable content the lawyer creates. This warms them up until they are ready to buy.
Leads turn into prospects automatically without the lawyer having to do manual follow up.
Leads that were originally thrown in the trash, call and book consultations. These consultations turn into paying files. Billings grow. Profits Grow.
Lawyer makes money from a pool of customers they thought was originally lost.
Follow up is automated. Time is regained. Lawyers spend more time on activities they enjoy. Happiness restored.
The Marketing Rule of 7
“It takes an average of seven interactions with your brand before a purchase will take place”.*
What is the marketing rule of seven?
The rule of seven quite simply states that it takes an average of seven interactions (or seven hours) with your brand before a purchase will take place. It’s a marketing maxim developed by the movie industry in the 1930s.
This makes sense. How many of us would buy a highly priced item from an unfamiliar person or company? It’s likely we would do some research and gain a certain level of familiarity before we go ahead and make a purchase. By that time, we should have the confidence to know the price is fair, the quality is good enough and have all the information necessary to make a decision.
The marketing rule of seven shows the importance of follow up and priming leads with valuable content until they become prospects and convert into paying customers.
Examples of interactions:
Reading a blog post or article
Receiving an email from you
Speaking to a friend about you
Showing up in a Google Search
Seeing an online banner
Watching a video on Youtube or Facebook from you
A call from you
Reading a review about your company
Seeing an industry publication with your name in it
What is the psychology?
What happens when we encourage repeat interactions?
Your firm remains front of mind. People can be forgetful and easily distracted. A bit like learning lines or a new language, repetition aids recall. It’s no different with your firm.
It makes sales conversations easier. Any lawyer will tell you a sales conversation is infinitely easier when the prospect has heard of your firm. Your sales conversions will increase if you become better known amongst your target market.
It enables you to be visible over long periods of time. Given the slow time-to-purchase for some legal services; a marketing strategy that supports the rule of seven means you can maintain visibility for long periods of time.
You handle various objections over time. There may be a variety of reasons the prospect doesn’t want to do business with you. By encouraging multiple interactions, you can make efforts to address various objections using blog content or case studies for example.
What is Remarketing (or Retargeting)?
As illustrated in the image above, Remarketing (also known as retargeting) is the tactic of serving targeted ads to people who have already visited or taken action on your website.
Marketing Automation Users Experience a 451% Increase in Qualified Leads
A report from the Annuitas Group shows that using marketing automation to nurture leads is 451% more efficient. This is mainly because automated materials provide the information they need to move down the sales funnel and make a buying decision – shortening the sales cycle. *
80% of marketers report an increase in leads due to automation
According to Invespcro, 80% of companies saw an increase in leads thanks to marketing automation.*
Automated lead nurturing converts 15-20% of customers to sales
Statistics from Protocol80 suggest that an average of 15-20% of potential buyers that weren’t ready to purchase were converted to sales through automated lead nurturing. That’s potentially 15-20% of buyers that you’re missing out on if you’re not using marketing automation software.
Major companies engage in ongoing email marketing:
Questions
How important is remarketing?
Running ads without remarketing can work, but often times you let good leads fall through the cracks by not following up. Remarketing is follow up on autopilot. It makes sure the money you paid in the ad, comes back to you with a consultation.
Who sends out the emails?
Automation technology sends out the emails based on certain criteria. Typically, they are scheduled to go out several days apart for the first month.
Who writes my emails?
A professional sales copywriter should write your automated emails. Once they are written, every prospect will receive the same communication.
When do they stop getting emails?
There is a saying in the marketing world that you communicate with a prospect until they “Buy or Leave”. So you keep sending emails until they become a customer or unsubscribe.
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7. Track your Numbers
Lawyers do not track their marketing campaigns consistently.
Clear tracking not inplace for advertising campaigns.
Clear lead tracking is not in place.
ROI tracking is not in place.
Lawyers do not have clear KPIs for their business.
Due to lack of tracking, lawyers use “feel” or “gut” to determine what worked. Lawyers say things like “i don’t think that works for us”.
Audience and Demographics are not looked at or understood.
Conversion metrics are not tracked.
Lead data is not tracked.
Optimization does not occur.
Lawyers cannot answer the simple questions of: How many leads did you get this month? Where did they come from? How much did it cost? How many turned into customers? What was your return?
Without proper tracking, decision making becomes a guessing game. Errors are made. No clear reason why. No learnings are found. Money is lost.
Clear Key Performance Indicators are created to determine the effectiveness of the different areas of marketing:
- Marketing Spend
- Phone Calls
- Leads Captured
- Cost per Lead
- # of consultations/month
- # of clients/month
- Return on Investment
- Where leads and clients came from
These KPIs are tracked.
Leads are Tracked.
Calls are Tracked.
Consultations are tracked.
A simple and clear report is created.
Entire business can be run off one simple report.
The lawyers know their numbers and have a clear understanding of what is going on in their business.
The lawyer is empowered to make decisions based on actionable data.
Lawyers know clearly where they are and are not making money. They do more of what is working, and less of what is not.
Campaigns become easy to scale and optimize because it is clear where things can be improved or added to.
Lawyers end up working “on” the business, instead of “in”.
Lawyers develop better business management skills.
Less money is wasted. More money is made. Lawyers hire other staff, take vacations, and enjoy life.
Analytics level the playing field
Moneyball
The Oakland Athletics’ 2002 season
Using statistical analysis, the Oakland Athletics (3rd smallest budget out of 30 teams) competed with other major league teams by buying assets that are undervalued by other teams and selling ones that are overvalued by other teams.
The best-known Moneyball theory was that on-base percentage was an undervalued asset and sluggers were overvalued.
From 1999 to 2003, on-base percentage was a significant predictor of wins, but not a very significant predictor of individual player salaries. That means players who draw a lot of walks were really cheap on the market.
Outcomes
- The Athletics ($40M budget) finished first in the American League West beside the New York Yankees ($126M budget) with a record of 103-59. Despite having the third lowest budget
- Winning 20 consecutive games between August 13 and September 4, 2002
- Tejada and starting pitcher Barry Zito went on to win the American League MVP and Cy Young Award, respectively
- AL West Division Champions
- Paul DePodesta, a co-architect of the strategy was an economics major at Harvard
| Team | Budget | Wins | Losses |
|---|---|---|---|
| New York Yankees | $125,928,583 | 103 | 58 |
| Auckland Athletes | $40,004,167 | 103 | 59 |
The 2002 Oakland Athletics proved that by leveraging data and analytics, you can achieve big results. What this means to law firms is smaller firms, family offices, or independent lawyers with limited budgets can compete with bigger firms by leveraging data.
Questions
What KPIs should I be tracking?
Marketing Spend
Phone Calls
Leads Captured
Cost per Lead
# of consultations/month
# of clients/month
Legal Fees Billed (for life of the new customer)
Referrals from Marketed Customers
Return on Investment
Where leads and clients came from
How do I track all of these KPIs?
Google Analytics and Facebook Analytics offer great free tools to track all of these data points. Google Data Studio can put them into a beautiful performance Dashboard to easily monitor results.
Summary
Surround themselves with a team of experts
Creating a strong Brand Presence
Develop a File Acquisition Plan
Drives Traffic
Captures Leads
Nurtures Prospects
Track your numbers and optimize for peak performance
They can add up to $2M in new cases in the next 12 months.
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Option 1 & Option 2
If you are trying to grow your legal practice, you could do it yourself, or you could hire an expert team of individuals for a fraction of the price.
Time ROI Comparison Model
| Lawyer | Assistant | Web Designer | |
|---|---|---|---|
| Average Billable Rate | $320.00 | $30.00 | $75.00 |
| Marketing Courses in Faculty | 0 | 0 | 0 |
| Marketing Activity – Monthly Time Commitment to Do it Right (hours estimate) | |||
| Google + Bing Search Ads Management | 30 | n/a | 16 |
| Google Map Optimization | 10 | n/a | n/a |
| Search Engine Optimization | 20 | n/a | n/a |
| Ad writing and concept creation | 10 | n/a | 10 |
| 2 xProfessional Blog and Article Writing | 10 | 18 | n/a |
| Social Media Posting | 20 | 30 | n/a |
| Total | 100 | 28 | 26 |
| Monthly Cost | $32,000.00 | $1,140.00 | $1,950.00 |
| Results | Average | Nill | Poor |
As you can see in the above table, marketing is not taught to lawyers, legal assistant or web designers. Thus the knowledge gap between a professional marketer and lawyer is quite significant. This expressed as a function of time (t) * billable rate (r) has a much higher input cost (c) for the lawyer. The result is it becomes more cost effective from a time, rate, and experience standpoint to hire a professional legal marketing agency.
You could market your firm yourself which costs a ton and could take years, OR you can work with Soulpepper, and access a professional team of legal marketers for your law practice, for a fraction of the cost and add $1MM in cases in the next 12 months
Who this is for:
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McLeish Orlando |
Personal Injury Lawyers
McLeish Orlando Personal Injury Lawyers
“In the 2 years we have been working with Soulpepper we have seen noticeable results in both the organic and paid traffic to our website.
The team is responsive, professional and creative in their approach to digital marketing. Through their help we have developed processes to better report and analyze the data, ultimately providing transparency in our digital marketing spend. Soulpepper has become a natural extension of our marketing team and a partner we trust and rely on.”
– Mara Di Camara, Head of Marketing
Baker and Baker |
Family Lawyers
Results
Leads Generated:
Increased by 97%
SEM Traffic:
Increased by 277%
Cost per lead:
Decreased by 89%
Organic Leads:
Increased by 11% in a few short months
Organic Traffic:
Increased by 15% in a few short months
Organic Impressions:
Increased by 12k in a few short months
The figure above depicts the growth of one of our clients, Baker and Baker Family Law, a major family law practice in Toronto. Notice the leads generated increased by 97%. When we took over, they were treading water. Four months and over 500 calls later, we added nearly $3.75M in new files to the firm.
Nirwan Law Corporation
“The Pay Per Click Campaign started converting really quickly… We get 25-30 extra leads a month with really good conversion rates of 40%-50%…
My site is organically one of the TOP sites googled for Personal Injury in my area…
I would recommend Soulpepper for sure for marketing.” – Harp Nirwan, Owner
In the above testimonial and video, you can see that Harp learned nothing about sales and marketing in law school. He was at a loss for what to do. After building out funnels for Harp, he added $200,000 in new files in 30 days.
Omni Law Group
“ I have worked with Several Digital Marketing agencies over the last few years and Soulpepper stands heads above the rest. They have been great to work with. My interactions with my account rep have been excellent. They stay on top of our account like no other reps I’ve ever worked with and it’s been an absolute pleasure. We’re opening a second location and increasing our spend with soulpepper is a no brainer. Thanks!!” – Vaneet Sangha, Principal
Highland Law
“As a first time business owner, I decided to hire Soulpepper as our online advertising company. I met with them at my office and found them to be very upfront and informative as they answered all questions that I had. As someone with zero experience dealing with SEM and internet ad marketing in general, they have been extremely helpful in making sure I understand everything…
We are about 2 months in now and I couldn’t be happier with the results. Business has been going very well thanks to our advertising campaigns. Continuing my relationship with Soulpepper going forward is a no brainer!” – Jaspal S. Bal, Principal
As you can see above, Jaspal was just starting his firm and was in need of help. In two months, we added 71 qualified leads and nearly $600,000 in new case value.
Jaspal S. Bal | Principal
Here’s what is going to happen when you work with us:
Your phone will start ringing with prospects and your email will fill up with hot leads, more than it ever did before.
You will be able to fill your calendar with qualified individuals looking for your services.
You will never waste your money on a marketing campaign that doesn’t work again.
You will stop worrying about how to get clients.
You will be able to build experience with a variety of cases and even refer out the ones you do not want to take on. This will build referrals coming back to you.
You will be able to close over 30% of your leads.
You will add over $1M in new cases to your practice in the next 12 months.
You will regain time by automating mundane follow-up tasks.
You can forget about losing your best lawyers because you WILL be able to feed them business.
You will feel empowered, confident, and motivated.
Because you are making more money, you will be able to hire more people and get some of your time back.
So how does it work?
Before, when you wanted to generate leads, you would have to build referrals, hire an agency that over promised and under delivered, or do it yourself. But now, you can use this simple file acquisition plan to bring in $1M in new cases without wasting your own time or being hosed by an expensive marketing agency.
14 Step Road Map
1.
You start by sharing a little bit about yourself
- A key to our success is building a strong relationship together. This starts by learning more about you, your practice, and what your goals are.
2.
Get a detailed function audit of your online marketing
- The first thing we will do is assess how your business shows up on search engines and the online world. We will assess your website, SEO, social media, online advertising, and competitors.
- This is a descriptive report that allows us to get insights and learn where we are starting from. It identifies each area your marketing is succeeding and those areas where your marketing will need additional help. You no longer need to be in the dark, and will have a great starting point to have a specific and actionable roadmap to grow like a Legal Pro.
3.
Attend a meeting with your dedicated onboarding specialist
- This meeting is designed to ensure we have everything we need to get your funnels built quickly and accurately. Going over all the details with a fine toothed comb, your onboarding specialist will make sure you know how to maximize your experience, and we have what we need to get rolling.
4.
Meet with your dedicated Marketing Manager
- Normally reserved for large law firms, Marketing Managers are an exclusive benefit. No matter what your size, you will be provided with a dedicated Marketing Manager who eats, breathes and sleeps marketing for law firms. They will be your champion in managing your marketing and getting your funnels created so new leads start coming in.
5.
Get a brand new state of the art website
- Your very own Art Director, Web Designer, and Web Developer will build you a beautiful new website.
6.
Get your website finely tuned for SEO to win in the Search Engines
- Our dedicated Search Engine Optimization Scientists will perform keyword research, analyze the competition, and make all the changes found in your marketing function audit. All major local listings and citations will be claimed and your Google Business page will be overhauled.
- The result? A hyper optimized website that is LOVED by Google.
7.
Have a dedicated search engine marketing team build out your File Acquisition Plan
- After your quick session, your Marketing Manager will meet with a dedicated team of marketing specialists to strategize and create the plan to build out your File Acquisition Plan. The team comprises Search Engine Optimization Scientists, Social Media Ad Specialist Art Directors, Graphic Designers, Web Developers, and Copywriters. All including as being part of Legal Pro.
- While we work tirelessly behind the scenes, you get to focus on what you do best, practice the law.
8.
Get professionally managed Google Ads created
- The key to good Google advertising is finely tuned keyword research mixed with compelling ad copy. Your dedicated Google Ads specialist will research all the keywords in your local area and write the tailored ad copy to get prospects to click and convert.
9.
Get beautiful Facebook and banner ads designed
- Under the direction of your Art Director, your Graphic Designer will create stunning online ads to be used for retargeting across Facebook, Instagram and Google.
- You will be proud of your new ads, and your competition is going to want to copy them.
10.
Get access to your $10M file generating landing page
- It’s called the $10M landing page because it’s been known to generate that much new revenue in as little as 12 months. A collaborative effort between your Graphic Designer, conversion rate optimization experts and Copywriters will craft a proven design that converts browsers into buyers.
- You’ll get more out of every ad dollar with the one to one messaging of your landing page.
11.
Get connected with your new Lead Magnet
- Your custom lead magnet is created and upon launch, all leads will be automatically emailed to you.
12.
Get acquainted with your performance marketing dashboard
- Data and insights are key to the success of any marketing campaign. Your performance dashboard is one easy place for you to monitor everything your marketing team is doing for you in one place. You can easily see the ROI on all our funnels.
13.
Get access to your Call Tracking and Lead Dashboard
- All new lead calls are tracked so you can see exactly where they are coming from. A custom call tracking and lead dashboard showing you your calls, your call recording, time to answer, and emails.
- The result is you’ll never be in the dark about what your marketing partner is doing for you again. The recordings are also a great training resource for auxiliary staff.
14.
Book your first review call with your Marketing Manager to review results
- Every month you will have a performance review meeting with your Marketing Manager. This is a great opportunity to see how your funnels are running and evaluate further options for growth.
Now if you wanted to get this job done by doing it yourself, you would at least be dedicating:
20 hours per month to SEO
30 hours per month on advertising (1 hour/day)
8 hours a month writing content
20 hours a month studying copywriting and messaging
20 hours a month on staying up to date on platform updates and trends
That’s 98 hours a month to TRY and implement a File Acquisition Funnel yourself. Let’s assume your billable rate is $250/hour, that’s $24,500 a month or $294,000 per year, just in management.
We require far LESS investment because we can do it faster, better, and for less than it would be if you did this yourself.
Here’s all the incredible value you get when you team up with Soulpepper:
A State of the Art Website
This will elevate your brand and command higher fees. This is valued at $20,000.
Google + Bing Search Ads Management
This will allow you to get the phone ringing immediately. This is valued at $12,000.
Prospecting Ad Management.
This allows you to reach millions of people across social media for infinite scale. This is valued at $12000.
Google Map Optimization
This allows you to reach millions of people across social media for infinite scale. This is valued at $12000.
Search Engine Optimization
This will allow you to rank highly on the search engines and gain FREE traffic long term. This is valued at $24,000.
Retargeting Ads
Leveraging Facebook and Instagram, you will lower your cost to acquire a customer and keep money in your pockets. This is valued at $6000.
Custom Landing Page Development
This will allow you to turn more browsers into buyers. This is valued at $6500.
Lead Nurture Campaigns
This allows you to keep all those leads engaged, who aren’t quite ready to buy now and follow up with them automatically. This is valued at $10,000.
Professional Blog and Article Writing
This empowers professional ghostwriters to write on your behalf. This is valued at $6000.
Custom Graphic Design
Elevate your online presence with a professional designing your marketing materials. This is valued at $7500.
Call Tracking + Recording System
Call tracking allows you to keep track of what advertising is generating qualified lead calls. Call recording allows you to monitor and train whoever is answering the phone. This is valued at $3600.
Performance Dashboard
This will allow you to know exactly where your money is going and how it is doing for you. This is valued at $3000
Total Value : $88,900
Instead of paying $88,900, we are offering this to you for a fraction of the price.
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ACTION BASED MONEY BACK GUARANTEE
If you follow the steps we outline in our ad solution and do not close at least ONE new client in the next 4 months, we will REFUND all your money, no questions asked.
Frequently Asked Questions
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Our Team
30+ Marketing Expert
Marketing Directors
Account Managers
Website Developers
Graphic Designers
Marketing Specialists
SEO/Copywriters
SEAN
CEO
KATHERINE
Director of Operations
MAHAN
Director of Production
LUCAS
Account Director
Ciara
Account Manager
ALEX
SEO Specialist
SILVANA
Web Developer
ROBERTO
Marketing Specialist
Clive
Marketing Specialist
SEBASTIAN
Marketing Specialist
HUDSON
Graphic Design
ANGEL
Office Manager
* 90% of the time, when people follow a plan of specific and challenging goals, it led to higher performance.
* Businesses with a business plan succeed better than business without a business plan in securing funding and business growth
Marketing.net beautifully explains the marketing rule of 7.
* A report from the Annuitas Group shows that using marketing automation to nurture leads is 451% more efficient.