Ten Golden Rules Internet Marketing for Law Firms Podcast

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Ten Golden Rules Internet Marketing for Law Firms Podcast

Welcome to the Ten Golden Rules Internet Marketing for Law Firms Podcast. Join host Jay Berkowitz on an innovative journey through the world of digital marketing for the legal industry. With his expertise and passion, and world-class guests, Jay empowers legal professionals to thrive in the digital age. Explore topics like Search Engine Optimization, Google advertising, Artificial intelligence, intake strategies, content marketing, and social media strategies. Jay’s practical advice and industry expertise equip legal professionals to navigate the online world. This podcast is your invaluable resource for unlocking your law firm’s full potential. Get ready for an extraordinary adventure with Jay Berkowitz as your guide in the ever-changing realm of internet marketing for law firms. Your success story begins here!

  1. 137: The Secret to Referral Marketing and Client Retention with Kara Prior, James Publishing

    5D AGO

    137: The Secret to Referral Marketing and Client Retention with Kara Prior, James Publishing

    The best marketing strategy for law firms isn’t just about getting leads—it’s about turning those leads into loyal clients. I sat down with Kara Prior, President of James Publishing, co-founder of James’ Marketing Amplifier and a legal marketing expert, to discuss how lawyers can maximize referrals, create high-converting content, and build trust through personal branding. Kara shares her insights on leveraging social proof, optimizing follow-ups, and using video marketing to stand out in a crowded market. Whether you’re struggling with lead conversion or looking for ways to strengthen client relationships, this conversation is packed with practical tips to help your firm grow. Key Topics [01:35] How Kara transitioned from journalism to legal marketing and built a business helping law firms grow. [02:05] Why content marketing is essential for establishing trust and converting leads. [03:38] The role of social proof in legal marketing and why testimonials matter. [04:44] How lawyers can turn existing clients into a consistent referral source. [06:04] Why follow-up is the most overlooked step in lead conversion. [07:27] How law firms can use video to build stronger connections and credibility. [08:38] The power of showing personality and authenticity in legal marketing. [10:03] Why the “Know, Like, and Trust” factor is key to winning more cases. [11:22] How storytelling in legal marketing helps humanize your firm. [12:41] The impact of automated follow-ups and how to implement them effectively. [14:18] The most common mistakes law firms make with client communication. [15:25] Why every law firm should have a system for tracking referrals and follow-ups. [16:51] How building authority through books, blogs, and newsletters drives long-term success. [18:15] The importance of omnipresence and staying visible to potential clients. [19:39] How webinars and live Q&A sessions can position lawyers as trusted advisors. [20:54] The growing role of AI in legal marketing and client engagement. [22:06] The difference between good marketing strategies and wasting money on leads. [23:35] Why personal branding matters just as much as firm branding. [24:59] The power of consistent email marketing in keeping your law firm top of mind. [26:25] Where to find Kara and how her company helps law firms improve their marketing. Resources Mentioned Books Building a StoryBrand by Donald Miller - https://a.co/d/dAoGskc The Referral Engine by John Jantsch - https://a.co/d/b35g3QJ  Apps & Technologies:Loom – Video...

    25 min
  2. 136: How Yener Benaroya of Virtual Latinos Helps Law Firms Scale with Virtual Professionals

    MAR 25

    136: How Yener Benaroya of Virtual Latinos Helps Law Firms Scale with Virtual Professionals

    Delegation isn't just about offloading tasks—it’s the secret to scaling a law firm without sacrificing quality or control. I sat down with Yener Benaroya, Chief Business Development Officer at Virtual Latinos, to discuss how law firms can leverage nearshore talent, streamline processes, and build a more efficient team. Yener shares insights on hiring virtual professionals, overcoming delegation fears, and optimizing business systems for long-term success. Whether you’re looking to free up your time, improve client service, or reduce costs, this conversation will help you take the next step toward smarter law firm management. Key Topics [03:46] How Yener’s background in business development and remote staffing led him to Virtual Latinos. [05:05] The difference between nearshoring and offshoring and why nearshore hiring is growing. [06:30] How Latin American virtual professionals can fill legal assistant and paralegal roles. [08:05] The cost savings and efficiency advantages of hiring remote legal staff. [09:40] Why most law firms prioritize English fluency over bilingual capabilities. [11:25] The most in-demand virtual roles in the legal industry, from intake specialists to case managers. [12:50] Why social media management and marketing roles are increasingly being outsourced. [14:25] The power of automation in legal practices and the importance of structured workflows. [15:50] Why systems and processes are the foundation for successfully managing remote teams. [17:25] How to build a structured intake process that improves client satisfaction and efficiency. [18:45] The common mistakes law firms make when hiring virtual assistants. [20:15] How to ensure accountability and communication when managing remote employees. [21:50] Why law firms that embrace systems and delegation scale faster than their competitors. [23:40] The importance of shifting your mindset from expense-based hiring to investment-based hiring. [25:05] How to transition from one or two virtual professionals to a fully integrated remote team. [26:45] The key differences between cultural work styles in Latin America, the Philippines, and India. [28:15] Why law firms should use case management software before expanding their teams. [29:50] Best practices for implementing KPIs and tracking law firm productivity. [31:35] Yener’s favorite productivity hacks and time management strategies for busy professionals. Resources Mentioned Books Buy Back Your Time by Dan Martell - https://a.co/d/7PywsF0 Traction by Gino Wickman - https://a.co/d/dHCgpiC The Five Dysfunctions of a Team by Patrick Lencioni  - https://a.co/d/2jmeLHh Sell Like Crazy by Sabri Suby  - https://a.co/d/1QDhluL Atomic Habits by James Clear https://a.co/d/7ONPZ7H  Apps & Technologies:Google Drive – For organizing SOPs and business documentation.Calendly – Automating scheduling and time blocking.Telegram & WhatsApp – Preferred platforms for business communication.ChatGPT – Used for workflow automation and brainstorming. Podcasts:Simon Sinek - A Bit of Optimism - a href="https://podcasts.apple.com/us/podcast/a-bit-of-optimism/id1515385282" rel="noopener noreferrer"...

    34 min
  3. 135: How Kenny Eliason of Quilia is Solving the #1 Client Complaint in Law Firms

    MAR 18

    135: How Kenny Eliason of Quilia is Solving the #1 Client Complaint in Law Firms

    Client communication is one of the biggest challenges for law firms, but what if technology could solve it automatically? I spoke with Kenny Eliason, the founder of Quilia, a legal customer communication tool that keeps clients informed and engaged without adding extra work for attorneys. Kenny shares how Quilia improves client satisfaction, reduces bar complaints, and streamlines case management. He also dives into efficiency strategies for law firms, the role of automation in legal services, and his personal journey from working at a law firm to leading a cutting-edge legal tech company. Key Topics [00:53] How Kenny’s background in law, tech, and marketing led to the creation of Quilia. [02:12] The client communication gap that inspired him to build a legal customer engagement tool. [03:37] How Quilia automates case updates to prevent client frustration and bar complaints. [05:12] Why traditional client portals fail and how Quilia solves that problem. [06:47] The power of automation in legal practice and how reminders improve case outcomes. [08:32] How Net Promoter Scores (NPS) help firms track client satisfaction in real-time. [09:57] Why firms should actively collect and respond to client feedback throughout a case. [11:32] The importance of structured intake processes and follow-ups to improve retention. [12:57] How law firms can implement AI-driven client communication without losing personal touch. [14:32] Why efficiency should be a priority for law firms looking to scale successfully. [15:52] The biggest mistakes law firms make when trying to improve internal processes. [17:22] How leadership plays a critical role in driving change and implementing new technology. [18:57] Advanced efficiency tips for large firms managing high case volumes. [20:47] How focusing on client experience increases referrals and case value. [22:12] The role of automation in eliminating repetitive tasks and saving attorney time. [23:52] Why large firms struggle to innovate and how they can implement change more effectively. [25:22] How Quilia works across different areas of law, including personal injury and family law. [26:57] The challenges of launching and scaling a legal tech startup. [28:42] Kenny’s favorite productivity hacks and how he maximizes efficiency in his day. [30:07] Where to find Quilia and how law firms can start using the platform. Resources Mentioned Books:Execution: The Discipline of Getting Things Done by Larry Bossidy & Ram Charan  - https://a.co/d/cQfWFOO The Ultimate Sales Machine by Chet Holmes - https://a.co/d/bUrcnfL SPIN Selling by Neil Rackham - https://a.co/d/fSOk1Ij  Apps & Technologies:Quilia – Client engagement and automation for law firms. - https://www.quilia.com/ Apple Notes – Kenny’s go-to tool for organizing thoughts and tasks. Podcasts All-In Podcast – Business, technology, and investment discussions. - https://podcasts.apple.com/us/podcast/all-in-with-chamath-jason-sacks-friedberg/id1502871393 Bourbon of Proof Podcast – Hosted by Bob Simon, focused on legal and entrepreneurial insights. - a href="https://podcasts.apple.com/us/podcast/bourbon-of-proof/id1704077621"...

    34 min
  4. 134: Cooper Hurley CMO Cassidy Lewis Shares Marketing & Grassroots Strategies and Her Secret for Generating Client Referrals

    MAR 11

    134: Cooper Hurley CMO Cassidy Lewis Shares Marketing & Grassroots Strategies and Her Secret for Generating Client Referrals

    The key to standing out in legal marketing isn’t just about spending more—it’s about building relationships, leveraging data, and mastering the client experience. I spoke with Cassidy Lewis, an expert in legal marketing and Chief Marketing Officer at Cooper Hurley Injury Lawyers, about the power of grassroots marketing, referral strategies, and agency partnerships. She explains how law firms can build stronger community connections, manage vendors effectively, and create marketing campaigns that deliver results. Cassidy also shares insights into her latest project, CMO Academy, which helps in-house legal marketers sharpen their strategy and leadership skills. Key Topics [05:00] How Cassidy’s diverse marketing background led her to Cooper Hurley Injury Lawyers. [06:08] The importance of working for a law firm that truly believes in marketing. [07:43] Why grassroots marketing and referral-based strategies outperform digital ads in the long run. [09:18] How community engagement helps smaller firms compete with national legal brands. [10:53] The key to excellent client service: having structured strategies, not just being “nice.” [11:38] Why law firms should maintain contact with past clients through ongoing campaigns. [13:03] The value of database segmentation in tailoring marketing messages. [14:23] Running monthly giveaways and raffles as a tool for client engagement and data collection. [15:48] The biggest mistakes law firms make when choosing digital marketing agencies. [17:13] Why working with agencies that understand your brand beyond SEO delivers better results. [18:38] How to effectively manage vendors and treat them as an extension of your team. [19:58] The importance of clear expectations and accountability in agency relationships. [21:23] How firms can sustain long-term success by focusing on consistent marketing efforts. [23:08] Why marketing leaders should dive deep into one area at a time for better execution. [24:53] How persistence in branding and outreach creates a steady flow of referrals. [26:18] Leveraging AI to optimize intake processes and improve lead qualification. [27:58] How law firms can create their own AI-driven intake scoring system. [29:28] An inside look at CMO Academy, Cassidy’s new program for legal marketing professionals. [31:03] The impact of structured training for in-house legal marketing teams. [32:48] Where to find Cassidy and how to connect with her for legal marketing mentorship. Resources Mentioned Books: Uncopyable by Steve Miller - https://a.co/d/iRN6yne  Apps & Technologies:OneNote – Cassidy’s favorite tool for organizing ideas and marketing plans.RingCentral – Used for AI-assisted call tracking and intake improvement.CallRail – For tracking and analyzing client calls.ChatGPT – Leveraged for AI-driven marketing strategy and automation. Podcasts & Thought Leaders Mentioned:The Marketing Book Podcast – Focuses on top marketing books and expert insights. - https://podcasts.apple.com/us/podcast/the-marketing-book-podcast/id961463317  About Guest: She is a core marketer with expertise in nearly every facet of marketing, including sales, communication, digital marketing, social media, event planning, direct response advertising, and more. My experience enables businesses to take a holistic, harmonized approach to reaching their ideal clients effectively. She has worked with both small businesses and...

    34 min
  5. 133: Pro Tips for Using VAs and More from LauLau Remote Offshore Staffing Founder, Anna Lautenschlaeger

    MAR 4

    133: Pro Tips for Using VAs and More from LauLau Remote Offshore Staffing Founder, Anna Lautenschlaeger

    It seems like everyone is getting a VA - Virtual Assistant these days, and our guest this week has 5 VAs and she helps law firms, and other businesses hire the best VAs and legal staff too! Don’rt miss my conversation with Anna Lautenschlaeger, from LauLau Remote Offshore Staffing, an expert in legal staffing and business growth, plus Anna is awesome at networking, outsourcing, and process automation and she shared some of her best strategies in our conversation. Whether you're a solo practitioner or leading a fast-growing firm, her practical advice will help you scale smarter while freeing up time to focus on what matters most. Key Topics [03:46] How Anna’s international background shaped her career and led her to Florida. [05:05] Lessons learned from managing teams across different industries and countries. [06:30] Why intentional networking is more powerful than simply attending events. [08:05] How to prepare for networking events to maximize value and create real business opportunities. [09:40] The importance of following up multiple times to turn connections into clients. [11:50] How lawyers can build strong referral networks and partnerships. [13:10] The benefits of automation in legal practices and how to identify processes to streamline. [15:05] Reviewing and updating your tech stack regularly to stay ahead in efficiency. [17:25] Why delegating non-billable tasks is essential for law firm growth. [18:45] How virtual assistants can handle legal support tasks, saving time and money. [20:10] The key differences between U.S.-based and offshore legal support professionals. [21:55] Best practices for managing remote teams effectively and ensuring productivity. [23:40] How to maintain cybersecurity and data protection when working with virtual assistants. [25:05] The role of cultural differences in remote work and how to bridge communication gaps. [26:45] Why law firms struggle to find quality employees and how outsourcing solves this problem. [28:15] The most common mistakes law firms make when hiring virtual assistants. [29:50] The best tools and platforms for monitoring remote employees and maintaining accountability. [31:35] Why law firms should record training sessions for easier onboarding and process efficiency. [32:55] The importance of securing cyber insurance when working with remote teams. [35:25] Where to find Anna and how her company, Laulau, helps law firms scale successfully. Resources Mentioned Books: Never Eat Alone by Keith Ferrazzi - https://a.co/d/eg6pUUs Buy Back Your Time by Dan Martell - https://a.co/d/eaV1CzE Build a Business, Not a Job by David Finkel - https://a.co/d/8VLvpGb  Apps & Technologies:Loom – For recording training videos and screen shares.Freedom App – Blocks distractions and creates focus time.Notion – AI-powered project management and note-taking.Teramind – Employee monitoring software for productivity tracking.RingCentral – Cloud-based phone system with call recording.VPN Services – Used for secure data protection in remote work. WebsitesLegal Pat - Technology and automation for law firms - https://legalpat.com/  About Guest: Anna Lautenschlaeger is a seasoned offshore staffing professional, an author of a book on Hiring & Managing Virtual Assistants, and a proud...

    44 min
  6. 132: Law Firm Strategist Erica Caviness Shares How Firms Can Grow with Purpose

    FEB 25

    132: Law Firm Strategist Erica Caviness Shares How Firms Can Grow with Purpose

    True business growth happens when leaders embrace change, define success clearly, and build teams that can execute without them. I met with Erica Caviness, a legal industry expert, to explore how law firm owners can shift their mindset, create strong leadership structures, and implement processes that drive real results. Erica emphasizes the importance of tracking performance, setting non-negotiables, and stepping outside of comfort zones to fuel long-term success. She also shares why accountability, clear communication, and operational efficiency are critical for firms looking to scale. Whether you're just starting your practice or leading a growing team, her insights will help you build a business that runs smoothly and thrives. Key Topics [03:46] Why National Trial Lawyers is Erica’s favorite conference for networking and learning. [04:55] How her company, Thrive Concepts, was inspired by her late mother’s belief in thriving rather than just surviving. [06:30] The importance of working with law firms that are truly committed to growth and willing to break old habits. [08:05] Why defining success early in a consulting relationship leads to better results. [09:40] The power of tracking numbers and performance data to avoid surprises at the end of a quarter or year. [10:25] The importance of stepping outside of your comfort zone and testing new strategies to grow. [11:50] Why empathy is the most important skill for intake teams when handling potential clients. [13:10] How creating a structured operations system ensures consistency and long-term success. [14:35] Why every major goal or initiative in a law firm needs a single person responsible for its success. [16:00] Lessons from Elon Musk on accountability—why every part of a business must have an owner. [17:25] The importance of leadership teams and when to start building one. [18:45] How scaling a firm requires delegation and leadership beyond just the owner. [20:10] The significance of non-negotiables when building a strong law firm culture. [21:55] Why firms that prioritize clear communication and accountability grow more successfully. [23:40] How personal wellness and discipline contribute to professional success. [25:05] Why answering the phone properly is a game-changer for client relationships and firm growth. [26:45] How structured intake training can improve client retention and increase conversions. [28:15] The importance of having the right leadership systems in place before scaling. [29:50] The role of executive leadership teams in supporting long-term growth and reducing owner dependency. [31:35] Where to find Erica and how Thrive Concepts helps law firms build sustainable success. Resources Mentioned Books:Reality-Based Rules of Leadership by Cy Wakeman - https://a.co/d/28KQbH3 The Jolt Effect by Matthew Dixon & Ted McKenna - https://a.co/d/9QbaMf5 Traction by Gino Wickman  - https://a.co/d/3rWg7ad  Apps & Technologies:Slack – For internal communication and productivity.Calendar apps – Essential for time management and daily planning. About Guest: Erica serves as the Firm’s ambassador, building strategic relationships with attorneys for referrals, co-counsel, and growth opportunities. With 15 years of experience in legal and medical industries, she is passionate about helping attorneys succeed. She joined GTA after experiencing the Firm’s strong values and growth firsthand and...

    24 min
  7. 131: SOPs and How Adi Klevit Helps Businesses Thrive with Process Documentation

    FEB 18

    131: SOPs and How Adi Klevit Helps Businesses Thrive with Process Documentation

    Success isn’t just about growing your business—it’s about building systems that allow it to thrive without you. I had the opportunity to speak with Adi Klevit, an expert in process documentation and business efficiency, about how professionals can create scalable systems to maintain consistency, improve training, and free up time. Adi shares insights on when to document processes, how to implement them effectively, and why having a single source of truth is crucial for growth. Whether you’re a solo attorney or managing a growing firm, her strategies will help you build a business that runs smoothly, no matter who’s in charge. Key Topics [02:51] Adi shares her background in industrial engineering and how it led to her passion for process improvement. [04:10] How process documentation creates stability and allows businesses to scale effectively. [05:20] The difference between simple checklists and fully developed process systems. [06:49] Why business owners should focus on getting clients first before worrying about processes. [08:12] When and how to start documenting systems once a business begins to grow. [09:30] The importance of removing inconsistencies and reducing errors through proper training. [11:05] How defining key processes helps maintain quality and ensures clients get the same experience every time. [12:45] Why training should be structured like a playbook to ensure consistency across the team. [14:10] The best way to capture best practices and avoid process misinterpretation. [16:00] Using video training combined with written documentation for more effective learning. [17:55] Why a single source of truth for process documentation prevents confusion. [19:22] The value of internal communication platforms like Slack or Teams over email. [20:45] How AI and automation can improve efficiency without replacing personal client connections. [22:30] Adi’s personal strategy for increasing productivity and cutting down on distractions. [24:18] How process improvement can significantly reduce employee onboarding time. [25:50] Steps to create a training program that ensures new hires are set up for success. [27:30] Keeping processes up to date and adapting them as businesses evolve. [29:40] The role of leadership in ensuring processes are followed and continually optimized. [31:15] How businesses can transition from relying on one key person to a well-structured system. Resources Mentioned Books:E-Myth by Michael Gerber - https://a.co/d/fkWLNEBPower Questions by Gerald Panas - https://a.co/d/dU6Qj21Buy Back Your Time by Dan Martell - ​​https://a.co/d/2oulLSK Apps & Technologies:Slack – Internal team communication to reduce email overload.Microsoft Teams – Used for structured team communication and collaboration. Podcasts Organized Chaos - Chris Ronzio (Trainual) – Discussing process documentation and business efficiency. - https://podcasts.apple.com/us/podcast/organize-chaos/id1478413578 About Guest: Adi Klevit is a highly skilled process consultant known for simplifying complex business operations and implementing clear, efficient systems. Clients praise her ability to distill intricate workflows into actionable procedures, enabling smoother operations, improved onboarding, and effective delegation. Her expertise has been instrumental in streamlining processes across diverse industries, earning accolades for her follow-through and impact on team efficiency. https://bizsuccesscg.com/  a href="https://www.linkedin.com/in/adiklevit"...

    36 min
  8. 130: 2-Time GLaM Award winner Tim Semelroth on Marketing a Winning Law Firm

    FEB 11

    130: 2-Time GLaM Award winner Tim Semelroth on Marketing a Winning Law Firm

    The path to standing out in a crowded field doesn’t start with gimmicks; it begins with authentic connections, strategic planning, and consistency. I had the pleasure of speaking with Tim Semelroth, a leader in personal injury law and digital marketing innovation, who shared how his team’s efforts have earned them back-to-back GLaM Awards. From leveraging LinkedIn to mastering the art of speaking opportunities, Tim’s practical advice highlights how thoughtful marketing and relationship-building can take your firm—or any business—to new heights. His approach is all about working smarter, not harder, and turning every opportunity into long-term success. Key Topics [03:26] Tim’s passion for law began in eighth grade with mock trial competitions, which set the foundation for his legal career and leadership. [05:00] A chance encounter during a state mock trial competition connected Tim to law school and influenced his decision to stay in Iowa. [06:33] How being the youngest lawyer at his firm led Tim to take charge of digital marketing initiatives, beginning with their first website. [08:11] Winning two GLAM Awards for outstanding digital marketing as a result of a strong team and consistent strategy. [09:06] The importance of having a team-based approach to legal marketing and maintaining strong vendor relationships. [10:26] Writing ad copy that speaks to your ideal client, not to yourself, and removing legal jargon to connect effectively. [11:31] Selecting vendors who offer value beyond selling, based on conference presentations and thought leadership. [14:36] Building and maintaining a referral list to leverage connections and generate high-quality cases. [15:41] Why referrals often produce more revenue than direct client acquisitions, even though they make up a smaller percentage of cases. [16:16] Leveraging LinkedIn strategically with consistent posting, newsletters, and print materials to stay visible and relevant. [18:44] Using a dedicated in-house marketing team to ensure a consistent cadence of content and maintain a strong online presence. [20:08] Looking outside the legal industry for innovative marketing ideas and learning from successful agencies and brands. [22:36] Maximizing speaking opportunities by promoting them, creating backlinks, and repurposing content for long-term value. [25:25] Engaging the audience during presentations with actionable takeaways, giveaways, and slides to capture their contact information. [28:13] Using LinkedIn at conferences to connect with attendees in real time and build relationships. [29:50] Creating follow-up content after conferences, such as “key takeaways” posts, to highlight insights from fellow speakers. [31:02] Sending personalized messages and slides to contacts after events to nurture relationships and maintain visibility. [36:19] Using Audible to listen to business and personal development books during long commutes, ensuring ongoing learning. [37:49] Recommended books like The Checklist Manifesto by Atul Gawande for mastering standard operating procedures. [40:04] Tim’s specialization in truck accident cases and his unique expertise as the only board-certified truck accident lawyer in Iowa. Resources Mentioned Books:The Checklist Manifesto by Atul Gawande - https://a.co/d/gyEtIs7 Buy Back Your Time by Dan Martell  - https://a.co/d/2Gxnaha  Apps & Technologies:Audible – For listening to books during commutes.LinkedIn – Primary tool for networking and professional outreach. Podcasts:The Renegade Lawyer Podcast

    43 min
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About

Welcome to the Ten Golden Rules Internet Marketing for Law Firms Podcast. Join host Jay Berkowitz on an innovative journey through the world of digital marketing for the legal industry. With his expertise and passion, and world-class guests, Jay empowers legal professionals to thrive in the digital age. Explore topics like Search Engine Optimization, Google advertising, Artificial intelligence, intake strategies, content marketing, and social media strategies. Jay’s practical advice and industry expertise equip legal professionals to navigate the online world. This podcast is your invaluable resource for unlocking your law firm’s full potential. Get ready for an extraordinary adventure with Jay Berkowitz as your guide in the ever-changing realm of internet marketing for law firms. Your success story begins here!

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