Speaker 1: Lawyers should not use social media to generate leads. What? Whoa, whoa, whoa, whoa, whoa, whoa, wait, wait, wait, wait, what, what? No, no, no, no, no, no, no. Here, let me specify. Not generate consultation requests, you know, let me just explain right here, okay. X leads versus list building. What the heck does this mean? Well, if you're running a law firm and you're like, what do I do on social media? Let me first start with this bottom section right here, okay? You don't go into using social media right off the bat with the intention of, I'm going to get leads and get rich for my law firm, okay? That is the wrong mindset to come into social media with, okay? Because here's the thing, most lawyers are used to their definition of a lead being what's called a consultation request. Now, that is one type of lead. However, the majority of leads that you will get from social media for your law firm are not going to be consultation requests, okay? They're going to be what are called marketing qualified leads, not sales qualified leads. So before I go into this, let me just explain the difference. What is a marketing qualified lead? What is a sales qualified lead? Okay, marketing qualified lead is exactly what it sounds like. It's basically qualified for you to market to it, right? So this is not, this is like someone downloading an ebook. This is someone registering for a free training that you have. This is someone basically somewhat raising their hand that they're interested in the topic matter that you're an expert in as a lawyer. Okay, that's a marketing qualified lead. A sales qualified lead is, I'm ready to hire a lawyer, I'm ready to have a consultation with you. Now, one of the main reasons that lawyers are always unhappy, dissatisfied with their social media marketing results on the internet is because they have the wrong expectations coming in, right? They think, I'm going to get rich, I'm going to get all these people requesting consultations with me, I'm not going to put any thought into it, and I'm just going to get rich from the social media, wild, wild west of the social media. Wrong, okay? It requires a lot of strategy. So if we can detach from your original beliefs around getting consultation requests, and we start going into a mindset of list building, also known as MQL, leads is SQL. Sales qualified leads are what you think of as consultation requests. List building is what's called a marketing qualified lead. This is what Dan Kennedy called future bank, okay? These are things that when you build an email list, okay, you build a list of people who are interested in your law firm, this isn't going to immediately turn into signed cases, but it's an asset you can tap into in the future. So let's dive into the first part. We have two options really when it comes down to using social media for your advantage in a law firm. Okay, first is your organic strategy, second is your advertising strategy, okay? So what is social media? Well, we have a couple options here when it comes to social media. We really have Facebook, we have Instagram, which is owned by Facebook. You could technically, you could label YouTube as social media, but it's more so a search engine and a recommended educational feed. So let's kind of take YouTube out as social media, and let's add LinkedIn in. That's more of a social medium, okay? So really we have Facebook, Instagram, and LinkedIn. LinkedIn's going to be better for those of you looking to market to other attorneys, building your referral base, or B2B attorneys, right? So most of you, you're going to get more impressions for a lower cost per impression on Facebook and Instagram, so let's focus the conversation there for a second. I'm going to tell you right now the key to your organic strategy is content repurposing, okay? Why is this? Well, if you study Gary Vaynerchuk, maybe you've heard of him before, he has a huge online social media following, millions and millions of followers. He released this content strategy framework that was revolutionary for the content marketing community, and it really came across this concept of pillar content, okay? And essentially, his claim was that in order for you to get very aggressive and active on social media, you need pillar content, meaning you need to be putting out great pieces of content on a continual basis, either via video or writing, right? So let's think about this for a second. When is the last time you put out great content for your law firm over the last 30, 60, 90, 120 days, or even 365 days? If the answer is, what? I didn't put out any content. Okay, well then we're going to have a problem on social media, because in order for social media to work, you gots to be social. And in order for you to be social, you got to talk. And the way you talk on the internet is through what I'm doing right now, blah, blah, blah, on video, okay? Or if you're an introvert, you can go blah, blah, blah, and type behind a computer, okay? Which I can do sometimes, but it kind of makes my blood boil a little. So I got to talk in front of camera, because that's me. You extroverts out there, you know what I'm talking about, right? All right, so anyway, we got to have a consistent commitment to going live if you're an extrovert, right? Meaning we got to have some consistency behind when we go live on camera, so that we can then actually build a content repurposing system. What's that mean? Well, let's say we have a 15 minute video like the one you're watching right now, okay? I can chop this video up, right, into a 15 minute segment for something I'd want to put on, I don't know, Twitter, Instagram, I could chop up the best one minute segment from this video and make a one minute video, post it on my Instagram, I could chop it up and make a one minute video that I put behind a Facebook ad, blah, blah, blah, blah, you get the point. But if we don't have any content, if we don't have any pillar content to chop up and repurpose on your Instagrams, your Facebooks, your LinkedIn, okay, if we don't have anything to repurpose and chop up on these, nothing's going to get posted, because then you're going to be like, oh my God, I got to post on LinkedIn, and Facebook, and Instagram, and you're just going to get overwhelmed and you're not going to take any action. Then you're going to be calling me like a year from now going, Bill, what's up, man? I didn't get started. I'm going to be like, dude, I told you, you got to have pillar content and chop it up. Chop, chop. All right? So, next we got the advertising section. Chop, chop. You hear that? Chop, chop. All right? So, ads. Let's talk about the advertising section here. All right? So, we have two options on social media. Organic. The key to organic is having a consistent outflow of content. Extroverts. Commit to going live on video. Introverts. Commit to writing stuff every week, every two weeks, or every month in batched cycles so that you can put out great blog posts, e-books, et cetera, so we have something to put out there. Okay? So, I'm going to shut up about the chop, chop. Ads. Okay? What are we doing on ads? Well, essentially, we're showing advertisements on these same websites, Instagram, Facebook, LinkedIn, but again, we run into the same problem. Okay? So, if we don't have any content coming out, what are we going to promote on social media? Well, this is when lawyers just end up hiring social media marketing companies going, uh, can you just promote me? You know, get me consultations. That'd be great, and then I wouldn't have to think about it. Right? Well, that's not going to work most times. You're going to get low quality leads, and then you're going to wonder down the line why it didn't work. Because the ads, they actually have to come from you if you want to build a brand. Like, you have to commit to going on camera and like doing a one minute video. Very simple. How you do ads, hook, value, offer, boop. Then that goes into a funnel. Hook, value, offer. Okay? A hook would be like this, okay? Imagine seeing that on a Facebook ad. You see a pen go like this? That's called a pattern interrupt, right? That's like, that stops someone's brain patterns, right? They're scrolling through Facebook like, whoa, is that a pen flipping? And that gets them to stop scrolling, right? I didn't have to do anything unique. That didn't cost any money. That didn't cost a film crew. I didn't have to hire National Geographic to film exotic animals. I didn't have to tap dance. I didn't have to hire a dancing crew. I didn't have to have trumpets in the background, okay? I just flipped a freaking pen. That's called a pattern interrupt. That's also known as a hook, okay? Hook. Then we got to offer value, right? Hook. That's what gets them in the door. Value. That's what keeps them in the door. That's what shows someone, hey, we can solve your problem. We can solve your problem if you go to the offer. What is the offer? The offer is click this link and learn a little bit more about the value that we provided you. It's pretty simple. Hook. Value. Offer. So that's how we structure a video based ad, okay? And it's very similar. How do we ... There's two types of ads we can show. We can show image, right? We can show image ads and we can show video ads, okay? Image. Video. Okay? These are the two types of ads that we can show, all right? So, image ads. We still want to follow something similar, but the hook is a little bit different, okay? So the hook is the colors we use on the image. Do we use red colors, right? Which contrast Facebook's dominant color blue. Do we use an attention getter at the beginning of the ad, like attention lawyers, right? You've probably seen ads from us that do that. Attention lawyers. Ads that call people out, right? That is your hook in an image based ad. Also, you can have a provocative headline that causes people to drop what they're doing and to obviously stop and interact with that ad. So hook. Value. Offer. Okay? Offer is the call to action in the ad. Then this directs to a funnel, okay? A funnel, which is essentially a step-by-step way that your leads can submit their information to download whatever that offer is attached to your ad, whether it's an ebook, a consultation request, whatever it be, okay? And that funnel is how they're going to be turned into interest down to a consultation request, okay? So we created this very fascinating funnel type that's called an ebook two-step funnel, where someone downloads an ebook about a practice area within a law firm, like things to consider when filing divorce, blah, blah, blah, blah, blah. Then once they download that ebook, it immediately goes to the next step, which is, hey, would you like to schedule a consultation with the firm? So we're able to turn ebook interest into an immediate consultation request just by having that first step clear, okay? So ads to funnel. The point is this, all right? We have to come in first with the right expectations that this is a list-building tool and that we're going to build more marketing-qualified leads than sales-qualified leads from it. We have to commit to repurposing content, okay, for our organic strategy, and we have to understand the hook. Value. We have to do a step-by-step for your ads, and then we have to channel people through a funnel, a step-by-step funnel, which is basically a sequence of webpages that you can build on a tool like ClickFunnels, Instapage, et cetera, that funnel people from generally interested from that ad all the way down to a consultation request so that you can start making monies from your social media ads. I hope you found this video valuable. If you did, please like it, leave a comment below, subscribe to our channel, just do all this crazy stuff that shows us we're doing the right thing so that we can improve and know that you're executing on this stuff. My name is Bill Hauser, CEO of the SME Team, and I'm here to serve you. I'll see you in the next video. Stay great.