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Jennifer Campbell Goddard
The Midwest
Marketing Consultant, Author & Speaker
Interests: running, reading, writing, flying, horses, my granddaughter, friends & family
Recent Activity
Email campaigns can be a powerful tool in your estate planning law firm's marketing strategy, or they can be an example of putting a mediocre driver behind the wheel of a Ferrari. Without superior driving skills, the car can’t achieve maximum performance. Want to make your law firm’s email marketing campaigns roar like a champion? Here’s how: Continue reading
Posted 14 hours ago at Integrity Marketing
We remember back to the time when law firm newsletters were delivered by fax. At the time, it was revolutionary. Today newsletters still play a significant role in estate planning and Elder Law firm marketing, whether they are hard copy or eNewsletters, because they work on several levels. Continue reading
Posted yesterday at Integrity Marketing
Direct mail is alive and well, especially for estate planning and Elder Law firms. In certain regions, direct mail has never gone away. In others, the move to digital marketing has pushed direct mail out of the picture. But if everyone in your community has gone strictly digital, a hard copy newsletter or a personalized letter will really stand out. Continue reading
Posted 2 days ago at Integrity Marketing
How you communicate didn’t used to be a decision. You either sent clients information by mail or called on the phone. Yes, you can give your clients amazing service when they can reach you and you can reach them 24/7. But because you can reach your client instantly, does that mean you should? At the same time, do you want clients to have immediate and direct access to you, 24/ Continue reading
Posted 5 days ago at Integrity Marketing
Keeping up with technology is not every lawyer’s top priority, but not staying up-to-date can have a negative impact on your estate planning and Elder Law firm’s profitability and growth. One part of the puzzle: making sure that your devices are compatible with those being used by your clients. Continue reading
Posted 6 days ago at Integrity Marketing
Of course you’re not–but are you using today’s equivalent of parchment paper in your estate planning and Elder Law firm? Profitability and productivity demands the use of the most time efficient tools possible. Luckily for today’s practitioner, there are a number of excellent offerings available. The biggest challenge you may face is deciding which one is best for your practice and getting your team on board with change. Continue reading
Posted 7 days ago at Integrity Marketing
If your practice is part of a large firm that works with financial institutions, you likely have already undergone at least one security audit in the last year. Regardless of the size of your firm, a growing number of state bar associations now require law firms to keep abreast of changes in technology. The American Bar Association’s Model Rules of Professional Conduct requires lawyers to “keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology.” Continue reading
Posted May 16, 2017 at Integrity Marketing
There are two ways to look at upgrading law firm technology: it’s an expense that devours time and money, or it’s an investment in a law firm’s infrastructure that gives the firm a competitive edge. Want to see what happens if you do nothing to keep your practice technology up-to-date? We didn’t think so. But there are a lot of different kinds of technology and it’s not always easy, even for the tech-savvy attorney, to determine which fits best for your firm. Continue reading
Posted May 15, 2017 at Integrity Marketing
Here’s the conflict: estate planning and Elder Law is a very personal practice. You’re not dealing with buildings or intellectual property, but real live people, with histories, family dynamics and hearts. So when someone is on your website at 9 PM, surfing the web on their phone or tablet while watching TV with the family, how easy is it for them to connect with you? Continue reading
Posted May 12, 2017 at Integrity Marketing
Estate planning and Elder Law attorneys hear the stories every day of families who do wonderful things for each other, as well as families who tear each other apart. Both scenarios offer valuable lessons in how estate planning and Elder Law attorneys find solutions to client problems. At more than a few points in your career, we’re sure that you have said “I should write a book, because no one will believe what I’m dealing with.” And you should, because a book is a terrific way to market yourself and your law practice. Continue reading
Posted May 11, 2017 at Integrity Marketing
If you’ve picked up some CLE credits in the last year, chances are good you’ve done so through a webinar. You may have also participated in an IMS webinar. But could your estate planning and Elder Law firm be the source of a webinar for your clients? When it comes to law firm marketing, the more tools you use, the better. Continue reading
Posted May 10, 2017 at Integrity Marketing
In a word, maybe. For some estate planning and Elder Law firms, just dipping a toe into the social media ocean is more than the firm can culturally manage. The idea of paying for social media makes some attorneys distinctly uncomfortable. Our experience has always been that discomfort is a direct result of not having enough data to make an informed decision. If you’re open to the idea of paid social media, and if your firm is comfortable with an active digital marketing strategy, there are a lot of reasons to give it a try. Continue reading
Posted May 9, 2017 at Integrity Marketing
How different would your estate planning law practice be if you could read your client’s minds? You’d know what their chief concerns were, what keeps them up at night, and what they think of you. You’d also save a lot of time, since you’d already know where they live, their income, and a host of other facts that go into creating their estate plan. Continue reading
Posted May 8, 2017 at Integrity Marketing
Think of estate planning law firm marketing like dating, and many best practices become very clear, for better or worse. Consider the concept that not being available somehow makes you more tantalizing. You didn’t like it then, and trust us, your prospects don’t like it now. When you drop off of the social radar, you run the risk of losing a prospect, often just as they have started to engage with you. Continue reading
Posted May 5, 2017 at Integrity Marketing
Most email sent by estate planning attorneys has to answer to a pretty high authority–the local or state bar association. Every professional practice that sends emails is required to comply with the CAN-SPAM Act, a law from the Federal Trade Commission that regulates what kind of information can be used in emails, from the header to the subject line and the content in the body of the email. Continue reading
Posted May 4, 2017 at Integrity Marketing
It’s kind of like the attorney at a bar association networking event who really should have gotten a hair cut three weeks ago. They think a little extra gel or changing the part in their hair will look fine. But the temporary fixes aren’t working, and instead they present an unkempt image that’s not professional at all. Your website is your face to the world. If it doesn’t get a haircut every now and then, trust us, it will be noticed! Continue reading
Posted May 3, 2017 at Integrity Marketing
Two attorneys both attend the same law school, pass the bar and set up estate planning practices in similar cities. One has a practice that flourishes, while the other has some good years, some lean years, and a lot of anxiety about what comes next. The key difference between the attorneys: one is a joiner, a thought leader and decisive about commitments to marketing and community. Her practice works with great efficiency, including systems for repetitive tasks that free up her and her team’s time. She belongs to the local and state bar association, one nonprofit that serves seniors, a faith-based organization and a networking group comprised of business owners. Her associates are told that part of their responsibilities at the firm include picking a nonprofit and growing into leadership roles. Continue reading
Posted May 2, 2017 at Integrity Marketing
Client testimonials on estate planning law firm websites provide visitors, especially first-time visitors, with the kind of emotional engagement that make them think, consciously or otherwise, “they have helped people just like me” and “they will be able to help me.” Make the most of those glowing reviews. Continue reading
Posted May 1, 2017 at Integrity Marketing
Ironic if the same law firm that is all about planning for the future does not have a plan of its own! At IMS, we work with estate planning and Elder Law firms across the country to help develop business plans that foster continued growth or enhance the current success of practices. In a competitive marketplace, the lack of a business plan is tantamount to asking for failure. One of the goals that we discuss during Strategic Planning Retreats centers on what our clients love about the work they do. What type of matters and clients do they find most rewarding? Which ones get them jazzed about going to the office, every day? And, just as important, which ones do they wish they never had to address again? Continue reading
Posted Apr 28, 2017 at Integrity Marketing
So your estate planning law firm wants to make the most of your SEO opportunities? That’s the sound of music to a legal marketer’s ears! Before you launch into a search engine optimization program, remember that your success requires what we call “boots on the ground”—local knowledge. Here are a few pointers to help you as you learn how to maximize your firm’s SEO. Continue reading
Posted Apr 27, 2017 at Integrity Marketing
SWOT is not new to the corporate world, but for a lot of law firms, SWOT is the difference between keeping their practice alive and well and becoming yet another merger candidate, gobbled up by a multi-practice law firm that wants to have an estate planning department (even if they don’t understand what an estate planning practice really is). Continue reading
Posted Apr 26, 2017 at Integrity Marketing
A recent article in The Washington Post discusses how one of the largest law firms in the country has announced the use of a robot, actually an AI machine with IBM’s Watson technology that is now part of the firm’s bankruptcy practice. Dubbed “Ross,” the AI machine will be used to conduct legal research, reviewing cases to support matters being handled by the attorneys. Continue reading
Posted Apr 25, 2017 at Integrity Marketing
IMS clients tend to be more realistic about defining their ideal target prospects. They don’t automatically jump to the “elderly high net worth individual who revises their will every three months” that a less sophisticated attorney might describe. We believe this is because of a combination of factors: they are pro-active and marketing savvy lawyers committed to successfully growing their estate planning law practice, and they’ve also had some good marketing training. Continue reading
Posted Apr 24, 2017 at Integrity Marketing
Running a law firm without using the marketing data that is gathered by various systems is akin to driving a car with the windows completely covered. You can’t tell where you are, where you’ve been or where you are doing. From our perspective, leaning on the data has become more important for estate planning law firms than ever before. Continue reading
Posted Apr 21, 2017 at Integrity Marketing
You know that Elder Lawyers don’t always handle trusts and estates for their clients, and vice versa. But unless they have had personal experience in this area, the general public doesn’t know the difference between an estate planning attorney and an Elder Law attorney. What does your practice do when a client needs representation in an area that’s not part of your firm? Continue reading
Posted Apr 20, 2017 at Integrity Marketing