Foster Web Marketing Podcast

When your family has lived and owned businesses in a city since 1885, your family name becomes well-known. If you decide to continue the family tradition, that history follows you around town. The Frees family is a staple in Phoenixville, Pennsylvania; generations have lived and worked there. Robb Frees, owner of Frees Insurance, said, “We understand the fragility of relationships, why they need to be maintained, and why you need to be honest.” Robb and his brother, Dave, an attorney, talked to Tom about how they’ve been doing business together since they were kids and how they were raised to understand what people around them want and need. Dave said he was introduced in his shop class by the teacher saying, “If a Frees can make a buck, they’ll probably sell you something.” How have you used history and relationships to cement your standing in your community? Find out how Dave and Robb’s involvement has led to years of community support.

The pandemic brought business to a standstill for a lot of doctors. Many shifted to telemedicine visits and looked for other ways to bring in revenue. Email marketing is a key way to stay in touch with your patients, offer your services, and keep them updated on what’s going on in your office. Dr. Marybeth Crane, a Texas podiatrist and long-time FWM client, said, “Resiliency is what gets you through these times because this too shall pass.” Marybeth and Tom talked about how her practice used an email offer to their client list to make up for lost office visit income and how each doctor reached out personally via email to explain all the safety measures they put into place when the office reopened. Marybeth also said, “If you don’t have a great website, you’re dead in the virtual world.” What marketing strategies do you use to stay top of mind? Find out how Marybeth’s ability to adapt and try new things has led to many years of marketing success.

Kia Arian is the owner of Zine, a marketing, design, and printing company based in Fairfax, Virginia. She specializes in direct-response marketing for attorneys and other business owners. She is a long-time friend of Tom Foster and creates a variety of print marketing materials for FWM. In this episode, you’ll learn: Why you should never give up because you never know what’s around the corner: Kia shares the story of how meeting Attorney Ben Glass changed her business—and her life The rules of serendipity: Kia talks about the law of attraction and why all the relationships you form and the networking you do matters The stories behind meeting and working with great marketing minds: Kia shares how she came to know and work with marketing powerhouses, like Dan Kennedy Newsletter secrets everyone should know: Kia gives you the inside scoop on why print newsletters are so important and why your content strategy matters How you can get the Implementation Map: Kia gives you access to her map that details the ma

Search engine optimization (SEO) is the process of improving your website to increase its visibility when someone searches for it. SEO can be confusing, so it’s crucial to get it right if you want to rank above your competitors and get more traffic to your site. There’s no shortage of SEO tools on the market, but FWM has one of its own. Matt Tate, business development strategist for FWM, said, “This tool has been simplified and made for people doing DIY work. This is the most focused one I have seen that really, really drives in the organic.” Matt and Tom talked about how the DSS SEO tool is a tracking and diagnostic tool that shows you how to improve your technical and page SEO, and how to rank for your selected keywords. Matt said the SEO tool also analyzes internal links, backlinks, and toxic pages. What are you doing to improve your SEO? Find out what strategies Matt suggests you use to make the most of the SEO tool.

Google is where everyone goes to search for things, no matter what they need. And, now they’re offering very prominent ad space at the top of their search results. This brand new format for local legal services has been around for years in other service industries. Cody Moulton, senior digital marketing strategist for FWM, said, “It would be foolish not to give this a strong consideration.” Cody and Tom talked about the extensive set-up process, including background and license checks, and how advertisers are only charged for calls to their office. Cody says Google wants more people to use their services, instead of legal directories like Avvo and FindLaw. Are you willing to try a new form of advertising? Find out why Cody thinks this new ad format will help lawyers get more leads and more easily track its effectiveness.

If you don’t already know it, content is king in marketing. It’s the key to establishing your brand and connecting with your list. You need to create content that gets attention and draws people in. Michael Monteforte, an estate planning attorney in Massachusetts, said, “I like the content to sound like me. I want my personality to come through.” Michael and Tom talked about how he uses pop culture references and current events to get his message out there and start conversations with potential clients. Michael finds ways to make his copy fun, but he also understands the importance of including real information and a strong call to action in his marketing pieces. How do you make your content stand out? Find out how Michael’s creative copy leads to new cases and referrals.

Content isn’t just all about the written word. Video is also an essential component of a successful content marketing strategy. Don’t just post the videos on your website; put them on YouTube, too. Sean Cuddigan, attorney and long-time client, said, “It doesn’t need to be something that’s perfectly filmed like you do for a commercial for TV.” Sean and his father, Tim, talked to Tom about how they repurpose content from their website for video scripts and set aside one day every quarter to shoot roughly 20 videos. Tim and Sean say it’s really not difficult to do, and it’s pretty inexpensive. Are you creating videos for your website and YouTube? Find out how Tim and Sean’s focus on video marketing has led to thousands of views on YouTube and an increase in leads for their firm.

There are many components to a successful marketing strategy. The first step, though, is to make it a priority. You have to take action and make the decision to go all in. Mark Blane, a San Diego personal injury attorney, said, “Information-based marketing is critical.” Mark and Tom talked about how using book offers to provide in-depth information and the importance of knowing where your leads are coming from are vital parts of the “marketing symphony.” Mark finds success in using book reviews to connect with his list on a more personal level. What do you do to make potential clients see you as more than a lawyer? Find out how Mark’s search for knowledge led him to where he is today.

Great marketing is not enough if your leads aren’t converting to clients. The first impression prospects get of your practice is based on your intake specialists. Those initial conversations are critical to your success. Chris Mullins, phone sales doctor for Intake Specialists Worldwide, said, “What you need to teach your team is every single phone call matters.” Chris and Tom talked about the importance of recording your calls, evaluating them, and making sure your intake team is showing empathy and really listening to your leads. Chris said there’s no sense in spending the money on marketing if you don’t inspect what you expect. Do you listen to and review your phone calls? Find out why Chris says her coaching program is a marketing insurance policy. Not sure if we're emailing this out or not. It went back and forth in the meeting.

To many of us, accounting is all about numbers and analyzing reports. But what if we looked at it as a way to reach our business goals? Many of us just think about accounting as a tool, but we need to understand the purpose behind it. Frank Lunn, president of Kahuna Accounting, said, “Our mission is to really help entrepreneurs utilize accounting as a system.” Frank and Tom talked about how his company helps business owners understand, align, and coordinate what’s important to them, their missions, and their visions. Frank believes this is a more strategic way to use accounting to plan for the future. Are you using your financial reports to their full potential? Find out how Frank’s lack of interest in accounting led him to take a different approach in the field.

Marketing is about experimentation, and you need to take risks and try new things. As new technology emerges, don’t be afraid to test it out and see what works. Your ultimate goal should be to connect with people on a more personal level. Neal Schaffer, president of PDCA Social, said, “Podcasting creates a different intimate relationship that you don’t get on social media.” Neal and Tom talked about how podcasts are great for networking and influencing. Neal said a weekly podcast keeps you top of mind, so don’t be afraid to put yourself out there. Are you willing to go beyond your comfort zone to keep your marketing fresh? Find out why Neal thinks now is the time to start your own podcast.

Google Webmaster's blog: https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html?m=1 In a year where everything is constantly changing, Google is giving us a heads up. It’s unusual for the tech company to offer advance notice of upcoming algorithm changes. This time, however, they’re letting us know what they’ll be looking for and when the changes will go into effect. Jamie Kelly, director of marketing services at FWM, said, “They’ve given us the study guide before the exam, and let us know exactly what we need to do beforehand.” Jamie and Tom talked about Google’s core web vitals update, which won’t happen until 2021, and how it focuses on the more technical side of web development. Jamie said the new update will focus on user experience and three factors relating to it: page load speed, page interactivity, and page stability. What can you do now to make sure you’re ready when the changes roll out? Find out what Jamie suggests you do to make sure your website doesn’t take a hit in organic r

As the worldwide pandemic continues, many people are planning for their futures and making sure their affairs are in order. Estate planning has become a focal point. Since in-person events are limited, many are turning to the internet for help and information. Scott Alperin, an estate planning attorney in Virginia, said, “Having a web presence is a great thing because it gets traffic in the door.” Scott and Tom talked about the benefits of website leads, as well as the importance of speaking with potential clients to explain that not every estate plan is one size fits all. Scott said, “Many people say there’s more to this than I originally thought when I first called.” How are you using your marketing to open windows for potential clients? Find out why Scott believes casting a broad net with your marketing allows you to capture leads from more sources.

When you’re researching a business or a product, what’s one of the first things you do? If you’re like most people, you probably go online and read the reviews. There are so many benefits to asking clients to write a review of your business online. John Spare, digital marketing strategist at FWM, said, “Review generation is super important, and it’s not as difficult as some people might think.” John and Tom talked about how critical Google reviews are and how our Reputation Management Tool provides a painless way to gather and manage them. John said to focus on being in the Local Pack on Google, not ranking on page one. Are you taking full advantage of your Google My Business profile? Find out John’s top tips for asking for reviews and getting more exposure on Google.

Every business owner has a different way of managing their marketing. For some, Google rankings are a top priority, while others choose to focus on other things. Community marketing should matter to everyone. Kevin McManus, a personal injury lawyer and councilman from Kansas City, Missouri, said, “It’s a much more rewarding way to get cases, and the cases are usually better.” Kevin and Tom also talked about time management and delegating tasks to your staff. Kevin said people want to know who they’re working with, so it’s essential to embed trust clues in your marketing to let potential clients know they can rely on you. Are you connecting with people on a personal level? Find out how Kevin’s marketing and government job have brought substantial cases to his firm.

Anything worth doing is worth doing right. It may take longer than you expected, but when you’re launching a project to help your clients, every second counts. The DSS Training Center is ready to launch, and we’re excited to unveil it! Molly McCormick, director of marketing at FWM, said, “The Training Center is meant to be a useful tool for our clients. The goal is to have information for everyone based on how they learn.” Molly and Tom discussed the features of the Training Center as well as how to access and navigate it. DSS is continually evolving, so the Training Center will be updated regularly with interactive sessions and discussions. Are you getting the most out of DSS? Find out how you can use the Training Center to enhance your marketing.

Technology makes shooting videos easier than ever. Social media and some website videos can be recorded on a smartphone. It’s the fastest and easiest way to get updated information out to your audience. Jim Folliard, owner of Gearshift Studios, said, “Video is like food. You can’t just have the same food on the plate year after year.” Jim and Tom talked about the evolution of videography and how important it is in marketing. Jim said video production is about storytelling and making your subjects feel comfortable. How are you using video to market your firm? Find out Jim’s tips on how to make your shoots successful.

Cities throughout the United States are usually known for something. It could be for a landmark, a famous person, or a historical event.   There are some towns, though, that are famous for completely different reasons. Walter Reaves, a Waco, Texas criminal defense attorney, said, “Waco seems to attract a lot of crazy criminal stuff.” Walter and Tom discussed some of the wackiness that goes on in the Texas city. Walter said the TV show “Fixer Upper,” starring   Chip and Joanna Gaines, has brought more positive press lately. What makes your city unique? Find out about some of the criminal cases that have put Waco on the map.

Designing a website isn’t just about making it look pretty. There are many parts to fine-tune to ensure it runs smoothly and converts successfully. You need to make it easy for your visitors to find information and get to know you. Gretchen Upright, chief business development officer at FWM, says, “A confused mind doesn’t buy.” Gretchen and Tom talked about consistent branding, the use of white space, and how content drives design. Gretchen suggests constantly evaluating your site for what’s working and what’s not. Is your website as effective as it can be? Find out what other tips Gretchen has for building and redesigning your website. 

You don’t have to choose whether to be a good business owner or a good doctor. Doing both isn’t just possible; it’s necessary for success. It all really comes down to the type of leader you are. Tyson Franklin, a former podiatrist who now works as a business mentor and podcaster, says, “Crappy businesses lack leadership.” Tyson talked to Tom about how making your firm positive, fun, and inviting can make all the difference. Tyson says, “It doesn’t cost a lot to stand out.” What are you doing to differentiate your business? Find out how Tyson helps health professionals take a step back and transform their practices.