Marketing For The Busy Columbus Attorney

Estate Planning Awareness Week, October 21-27, 2019, is just around the corner. With a reported 60% of all adults not having an estate plan, now is the perfect time to educate your community why comprehensive estate planning is critical—and why you’re the perfect professional for the job!

We know marketing your services is critical to the success of your law practice, but it can take a lot of time and effort to both plan and carry out. Luckily, we’re here to help with marketing content and tools available through our Practice Development membership. This month, we’re offering free access to an “Estate Planning Awareness Week” marketing package with customizable blog content and letters so you can reach out to current and prospective clients, as well as referral sources, without having to spend hours creating original content from scratch.

WealthCounsel’s free Estate Planning Awareness Week marketing package includes:

Two customizable blog posts
One advisor-focused letter/email
One client or prospect-focused letter/email
Five social media posts
Each piece of content can be tailored to match your ideal client, brand, and voice. Simply copy and paste the content onto your own branded material or social platform (letterhead, email, website blog, or social media page), edit the language to give it your own personal touch and then share it with your clients, prospects, peers, referral sources, and greater online community.

How to use this content to maximize your reach
Blog posts
Blog posts are an excellent way to generate SEO (search engine optimization) for your website and engage and educate your audience. Our marketing package includes two customizable articles that can be used in several ways: 1) As a written post for your blog, 2) as a script for a video you can create and then post to YouTube, Facebook, and/or embed on your website, and 3) as a script for a podcast you can record and then post to iTunes, SoundCloud, or another audio-sharing service. For best results, customize these posts to include any state or practice specific requirements you may have, and to match your ideal client, your voice, and the overall style of your other marketing efforts.

Advisor-focused letter
Building a professional referral network remains one of the best ways to acquire new clients. Our letters are tools you can use to educate professionals in your network about estate planning issues important to their clients and explain how you can help fill those needs in a way that benefits both you and those within your referral network. You can send these letters in a few different ways: 1) through “snail” mail, 2) through your personal email, or 3) through an email marketing program (such as MailChimp).

Client or prospect-focused letter
Sending a personalized letter is a great way to nurture new relationships with prospective clients and to continue building relationships with current clients. By bringing to light estate planning ( )issues they may need help resolving, you are positioning yourself as a trusted advisor who is aware of current developments in the law and someone who is proactively looking out for the clients’ best interests. Not only can help bring in new clients, but it can also be a boost to the client services you currently offer. You can use this letter to selectively re-engage former clients or to highlight solutions you are recommending to prospects. As with the advisor letter, you can send these letters either via email or “snail mail” depending on your clients’/prospects’ preference.

Social Media Posts
Social media is an inexpensive and valuable way to engage with your clients, referral sources, and online community. If you’re not communicating your service message via social media, you are missing out on the ability to grow your firm’s reputation as a thought leader within your community. Included in our free package are five social media posts (suggested language and an image) that you can share each weekday of Estate Planning Awareness Week. You’ll want to use these posts on the social media platforms where your ideal clients and referral sources are frequently engaged. For most estate planning clients and referral sources, that’s Facebook, Twitter, and LinkedIn. Don’t forget to customize each piece so it matches your voice, brand, and ideal client or audience.