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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
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 10 hours ago 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 yesterday 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 2 days ago 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 3 days ago 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 4 days ago 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 7 days ago 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
Estate planning and Elder Law attorneys should be able to quickly explain in a few sentences what sets them apart from other estate planning and Elder Law firms. Those are key messages that should be used generously, on websites, social media and other marketing platforms. If you don’t know the difference between your practice and the one down the street, how can you expect prospects to know the difference? Continue reading
Posted Apr 19, 2017 at Integrity Marketing
See if this has ever happened in your estate planning law firm: A couple walks into your office. They seem a little uneasy. They don’t have any paperwork with them. You walk into the conference room with no idea of who they are, or even who made the appointment. After a brief introduction and some small talk, you learn that while they appreciate your time, they can’t afford your services. Continue reading
Posted Apr 18, 2017 at Integrity Marketing
Just because someone has signed a retainer to do an estate plan with you doesn’t mean you have a lock on their emotions permanently. Remember that prospects retain your services for emotional reasons as much – and often more than – logistical reasons. They may like your location, but what gets them to go through your intake process and appear at your doorstep is because they have been emotionally engaged with you. That’s what your professionally produced law firm video does. Continue reading
Posted Apr 17, 2017 at Integrity Marketing
Voice search is growing, as are the ‘personalities’ associated with voice search: Alexa (Amazon), Siri (Apple), Cortana (Microsoft) and Google Home. When the results are accurate, it’s a powerful medium. When they are not, it’s a source of frustration. Try asking your phone for the name of an estate planning lawyer, and you’ll just as likely get a question about location services or a list of legal search platforms. Continue reading
Posted Apr 14, 2017 at Integrity Marketing
Ever feel nostalgic for the good old days of law firm marketing SEO? We do. Those were the days when all you had to do was build a website, add some pictures and pages of relevant content, and if you were really an adventurous type, add a lawyer video. That put you head and shoulders ahead of your peers in estate planning and Elder Law. Those days are long gone. To succeed in local search today, law firms have to be more actively engaged with search engine marketing in general and local search in particular. The bare minimum just isn’t enough anymore. Continue reading
Posted Apr 13, 2017 at Integrity Marketing
IMS takes care of the online marketing for your estate planning and Elder Law firm, but until we get our virtual reality lawyer marketing system up and running, there are a number of activities that still require your live participation. With proper time management, you should be able to incorporate the following into your law firm marketing schedule: Continue reading
Posted Apr 12, 2017 at Integrity Marketing
Practically every estate planning and Elder Law attorney we know has years of stories, some heartbreaking, some inspiring, that are the natural result of devoting their professional life to helping families and seniors. Some of these stories are novel-worthy, and others can be the source (when permission is given or if you make a lot of changes to the fact patterns) for great website content. But—and this is important—not everything that grips the heart makes for good SEO content. You need to know the difference. Continue reading
Posted Apr 11, 2017 at Integrity Marketing
It’s so easy to dive into that endless rabbit hole and look up yourself, old flames, rivals, law school tyrants and the first person you had a crush on in elementary school. It’s not doing you, your law firm marketing data or your estate planning law firm any good. Distractions are a huge issue for anyone who spends a large part of their day in front of a computer monitor. And if you’ve got more than one monitor, you can always open a window on one and use that for the web, right? Continue reading
Posted Apr 10, 2017 at Integrity Marketing
To really feel like you’re getting a fresh start this spring, take a look around your estate planning law practice. Remember that the physical space is as much a part of your marketing as your website, videos and social media. How you present yourself and your firm to the IRL (In Real Life) world is important. It also impacts how you feel when you walk in the door everyday: excited and ready to dig into a fulfilling day, or wishing you had someplace nicer to spend the day. Continue reading
Posted Apr 7, 2017 at Integrity Marketing
You know that estate plans need a review every few years to keep up with up changes in client’s lives and the law. So does your estate planning law firm’s website. It may not have a “use-by” date, but websites that aren’t reviewed and updated every few years can cost your practice market share. Continue reading
Posted Apr 6, 2017 at Integrity Marketing
Let some fresh ideas come into your estate planning law firm marketing this spring. That means giving your SEO elements something new: AdWords! If this valuable tool is already part of your social media campaign, you know how powerful it can be. If not, here are a few reasons to consider adding AdWords: Continue reading
Posted Apr 5, 2017 at Integrity Marketing
Glad to hear your estate planning and Elder Law practice is super-busy and you don’t have a moment to think about the last time you had your photo taken. But that’s exactly the point: if you don’t remember the last time your professional headshot was taken, it’s probably time to put it on your calendar. So that you are presenting your best, freshest digital face to the world, here are a few other items and why you need to take the time to freshen things up: Continue reading
Posted Apr 4, 2017 at Integrity Marketing
Ah, spring! It feels like a whole new world, and that means it’s time to open your law firm office windows, breathe in the fresh air, and then dig into some serious spring cleaning, starting with your digital world. Continue reading
Posted Apr 3, 2017 at Integrity Marketing
We love it when estate planning lawyers and their team members come to Kansas for IMS Strategic Planning Retreats because we get to dig into their personalities, dreams and aspirations and help them boost their firms to the next level. We connect with each other on a personal level, even though it’s all business. Can you say the same for your law firm marketing? Continue reading
Posted Mar 31, 2017 at Integrity Marketing
Interacting with other people on social media platforms–responding to comments, posting on forums, etc.–takes social media campaigns to the next level. The direct feedback and personal interaction with clients and consumers is powerful. But for attorneys in general and estate planning attorneys in particular, it’s a bit trickier. So what can the progressive estate planning attorney do to engage with the online world, without crossing any ethical boundaries? Continue reading
Posted Mar 30, 2017 at Integrity Marketing
How engaged are you with the strategic marketing of your practice? Really engaged? By now, most attorneys know they need to do more than simply practice law. What often happens is they go to a handful of networking meetings, host a workshop or two and then wait for the calls to come. It’s not enough. Continue reading
Posted Mar 29, 2017 at Integrity Marketing
Being actively engaged with your community can make a huge difference in how you are perceived. If you are already involved, kudos to you and your colleagues. You already know how making a difference in your community can make a difference to your practice. Sitting down with a table of seniors at the local senior center to talk about their concerns or running a food drive is far less glamorous than attending a gala, but it’s where the real giving happens. Continue reading
Posted Mar 28, 2017 at Integrity Marketing
If there’s one thing that sets you apart from any other estate planning attorney, it’s you: your history, your personality, your interests and even your quirks, which all contribute to making you different. Capitalize on your uniqueness to further your personal brand. Continue reading
Posted Mar 27, 2017 at Integrity Marketing