Foster Web Marketing Podcast

There are some things in life that are hard to explain. It’s easy just to accept what you’re told and believe you have all the answers. But, do you truly know the real story and have all the facts? Bill Voss, lawyer and entrepreneur, says, “You need to do your homework and make your own decisions.” Bill and Tom talked about aliens, ancient history, Atlantis, and questioning the curiosities of life.  Bill says, “The worst thing anybody could ever believe is that we know it all.” Do you take a step back and do your research? Find out why Bill thinks it’s so important to know the story behind the story.

Businesses of all sizes have been affected by this pandemic. It has forced many to make tough, emotional decisions. Unfortunately, for many employers, these decisions include staffing changes. Jason Abraham, managing partner of Hupy and Abraham, says, “Bigger isn’t always better when you’re in the middle of a pandemic. It can be quite scary.” Jason talked to Tom about how “unbelievably hard” it was to lay off 85 of his 200 employees. Jason also talked about how he’s marketing to his employees to make sure they feel safe and informed of what’s to come. What are you doing to show your staff how much you care? Find out how Jason is already bringing back most of his team, while also reevaluating their marketing strategy.

It’s hard to list all the things we’ve lost over the past few months. We’ve lost count of the many ways our lives have changed. But, what about all the things we’ve gained? Dr. Andrew Schneider, podiatrist and owner of Tanglewood Foot Specialists in Houston, says getting back into content writing full time “has brought back joy to my business that I’ve been missing.” Andrew talked to Tom about his love for marketing and how he’s been able to spend more time on his business.

As business owners, we like to stay on the cutting edge and try new things with our marketing. However, most of us have those tried and true methods that continue to bring in leads. Now’s the time we realize the importance of our follow-up campaigns when it comes to keeping things going. Charley Mann, chief marketing officer of Great Legal Marketing, says firms that did the most work ahead of time and had systems in place are doing better than others right now. Charley and Tom talked about how diversifying your marketing will lead to long-term success. Charley suggests being authentic in everything you do and steering clear of generic marketing. What makes you stand out from the crowd? Find out Charley’s tips for networking and building successful referral relationships.

In the days before the pandemic, it was so easy to put things off and think, “I’ll do that later.” Now, everything has changed, and we can’t get to those things like we planned. As a small business owner, you worry about who you’re going to disappoint and all those who depend on you. Somnath (Som) Sikdar, co-owner and instructor of Dragon Gym, says, “We’ve definitely had to evade and dodge, but now we’re throwing some counter punches.” Som and Tom discussed how he’s switched to virtual classes and training via Zoom and other digital services. Som has used the constraints and restrictions to come up with better solutions to market his business. What changes have you made to keep things going? Find out what Som’s doing to expand his reach nationally.

Now is a time to acknowledge the situation we’re in, and develop a realistic mindset to get through it. It’s a time to start thinking differently, and not fall back to our same old ways. Pennsylvania attorney Dave Frees says the people who are paying attention to all the changes will adapt and go further than those who stick to their routines. Dave and Tom discussed that currently, marketing is about personal connections—not business connections. Dave suggests “placing small bets” and figuring out what people want and need, instead of shifting all of your attention to one thing. Are you still communicating with your clients, or have you stopped doing business? Find out Dave’s tips for showing genuine concern for your list.

As business owners, you know how hectic and busy life can be. However, this pandemic has forced many to slow down and take a step back. It’s time to get creative and think of other things you can do even if they’re out of your comfort zone. Florida attorney Adam Rossen says, “Most of marketing is coming up with crazy ideas and just doing it.” Adam talked with Tom about how he’s reaching out to other businesses and lawyers to determine how they can help each other, then sharing what he learns on social media. Adam urges everyone to seize this opportunity and be appreciative of what you have. How are you adapting the way you do business? Find out why Adam thinks “it’s grow or die” right now.

Jim Keller, attorney and partner at Keller & Keller, says, “If you take care of your people, they’ll take care of your clients.” Jim and Tom discussed how he’s been able to keep all of his people employed at the firm’s three locations. During this time, Jim has seen leaders emerging within the firm. They’ve taken it upon themselves to step up and make sure all team members remain well-connected while working from home. Jim believes preparation is key, and he plans to be better and stronger coming out of this crisis. How are you using this time to make sure you’re ready for what the future holds? Find out how technology and optimism can make it easier to adapt to change.

In any relationship, communication should be a priority. And, as a business owner, you should be consistent and proactive in your messaging. You need to be sure you’re staying in constant contact with your list. Brian Kurtz, author and owner of Titans Marketing, says, “ignoring your list is like ignoring your family.” Brian and Tom talked about how every conversation is not a sale, but a chance to connect with clients on a more personal level. Brian believes in delivering value all the time, and says, “now is the time to over deliver.” What advice or extra things can you provide that will differentiate you from your competition? Learn about some unique ways to make sure your list doesn’t forget about you.

Many small businesses are struggling right now. But, many are also flourishing by focusing on their relationships with their communities and clients. Now’s the time to adapt or die. Johnathan Grzybowski, one of the co-founders of graphic design firm Penji, says, “don’t be afraid to do something unconventional to survive.” Johnathan and Tom discussed how real, meaningful relationships are critical. Johnathan says Penji will be launching a pay as you wish campaign to help more small businesses market themselves. What can you be doing to help your community? Find out how kindness and thinking outside the box can get you through these trying times.

As a business owner, especially during a pandemic, you have no shortage of worries. It’s critical to stay mentally tough and maintain emotional control. Now’s the time to step back, readjust, and think things through. Jay Henderson, an executive coach and hiring expert, says to focus on things we can control, instead of worrying about the things we can’t. Jay and Tom talked about how the unfortunate number of job layoffs will lead to great hiring opportunities in the future. Jay also shared some tips for managing your team while working remotely. How are you empowering your team and keeping them accountable? Find out how refining your approach and doing a little more coaching can keep everyone on track.

In marketing, you always need to be thinking of ways to stand out from your competition. You must have strategies and assets in place to attract attention. One of the best ways to achieve this is by providing your potential clients with helpful info and letting them know what step to take next. Mike Capuzzi, founder of CopyDoodles and Bite Sized Books, studied the science of response to better understand direct response marketing, and he believes in the “helping before selling strategy.” Mike and Tom talked about how he created a recipe for short, helpful books called “shooks.” Mike calls his direct response books “business cards on steroids.” What do you offer to generate leads and start conversations? Find out the many benefits direct mail could bring to your business.

Some law firms have shut down because of the worldwide pandemic we’re facing. However, others are hiring more people and looking toward the future. Unfortunately, they don’t teach you how to run a business in law school, so firm owners are left to figure it out for themselves. Kellam Parks, managing member at Parks Zeigler Law Firm, thinks finding the best people to provide the best service to clients is key to success. Kellam and Tom talked about how his firm is offering drive-through estate planning signings. Kellam believes now is not the time to pull back from marketing, or the cases will dry up. What are you doing to accommodate clients during these uncertain times? Find out the steps you can take to keep your marketing on track.  

Unforeseen circumstances can help you take a step back and reevaluate the way you’re doing business. It’s up to you to decide whether you see it as a good thing or a bad thing. By choosing to be positive and adjusting your mindset, you can use this as an opportunity to test the systems you have in place. Ben Glass, owner of Ben Glass Law and Great Legal Marketing, believes now is the time to reach out to leaders in your community to collaborate and help each other. Ben and Tom talked about how surrounding yourself with smart, successful people can give you new ideas to improve your business. Ben also stresses the importance of asking your team to share their ideas on how to navigate this new normal. How are you using this time to connect and adapt? Find out how reaching out and being proactive will help you push forward.   Click here for a copy of Ben's book: https://amzn.to/3bI8qW7 

Small businesses react to a crisis in many different ways. Unfortunately, some see marketing as an unnecessary expense and cut it out of their budgets. However, it’s times like these when staying in touch with your clients and community becomes more important than ever. Mischelle Davis, wife of Attorney Chris Davis of Davis Law Group in Seattle, says this is a “MacGyver marketing moment.” Mischelle and Tom talked about not contributing to the doom and gloom by looking for ways to be positive with your messaging. Mischelle suggests making personal phone calls and sending care packages to make sure your clients know you care. How can you stay in touch with your list without being tone-deaf to the current situation? Find out how to be creative with your marketing instead of shutting it down.

When it comes to web design and coding, things are continually changing and evolving. At FWM, we always keep our clients in mind as we determine the enhancements and updates we make to DSS.  We rely on our development team to make our clients’ requests a reality. Chris Abbott, one of our senior front-end developers, has been working with FWM for nine years and understands the importance of putting the user first. Chris and Tom talked about how “your best work goes unnoticed,” when working behind the scenes. Chris is fired up about making DSS better, more efficient, and easier to use. Want to know what FWM has in store for you? Find out about the most recent DSS updates, and how they can bring you better business.

These days, the field of digital marketing is full of distractions, but businesses that start with the basics—and are also willing to try new things—tend to be the most successful. It’s important to use the right mix of critical thinking and empathy to learn exactly what your clients need and want. Ian Waldron, marketing director for Davis Law Group, has been studying the right balance of these elements for almost 8 years. Ian and Tom discussed how he sees his curiosity as a blessing and a curse when it comes to marketing. Ian says marketing is a never-ending journey, and you can’t just stop at doing one thing. Do you communicate in simple terms and let clients know exactly what you can do for them? Find out how the team at Davis Law Group prioritizes their marketing efforts and why they’re willing to help everyone who calls their office.

    Marketing is a mix of art and science, and you have to learn how to balance both to be successful. Data is very helpful in determining what’s working and what isn’t, but the client relationships you develop are critical to maintaining a sustainable practice.  The world of marketing is constantly changing, so you need to test and measure the effectiveness of your strategy on a regular basis. Mischelle Davis, the wife of Seattle Attorney Chris Davis, has been managing her husband’s marketing for 13 years. Mischelle and Tom discussed how “you have to be willing to invest in failure” if you want to take your business to the next level. Mischelle believes a written marketing plan and those you partner with are essential factors for long-term success. Are you willing to try new things and always ask questions? Find out how Mischelle’s partnership with FWM has energized Davis Law Group’s marketing and how they avoid complacency.

Lawyers who focus on niche practice areas know that building relationships with other attorneys is critical to their success. Referrals connect lawyers and result in putting cases in the right hands. If you let others know the types of cases you specialize in and keep reminding them of that through your marketing, you set yourself up for potential success. Virginia Attorney Kevin Mottley recently settled a seven-figure traumatic brain injury case, which came to him through a referral from a law school classmate. Kevin and Tom talked about his love of these challenging cases, and how he keeps his referral sources in the loop throughout the process. Kevin is currently developing systems for brain injury litigation and writing a book about the mistakes lawyers make when they refer cases. How do you make sure other lawyers know your name and the types of cases you handle? Find out how Kevin nurtures his referral relationships to keep growing his business.

Just like doctors and lawyers, other small businesses need to find ways to differentiate themselves and stand out in their field. An excellent way to achieve this is by finding a niche market to specialize in and target with your marketing. Back in 2008, there wasn’t a live chat option specifically for lawyers, and Ngage Live Chat started specializing in the field. Vice President Alex Hambrick says chat is a way for potential clients to speak with a live person and find validation for the problem they are seeking help for. Alex and Tom discussed the stigma many lawyers still have about using live chat, and why he believes more of them should be willing to use chat as a conversion tool for their firms. Ngage is continuously analyzing the data they gather from chats and identifying ways to improve this process for their clients. How do you make sure you’re giving your clients the best experience possible? Find out why Alex believes that constantly evaluating their processes keeps Ngage on the cutting edge in th