We build a professional marketing campaign for your practice. It starts by using paid social media ads — primarily on Facebook — to get you in front of qualified potential clients with an offer.
What’s an offer? It can be…
There are two things that are critically important when creating a social media ad campaign:
Targeting the right audience
Our goal in step one is to create a marketing campaign that instantly attracts your ideal client for the lowest possible cost, and persuades them to take action immediately.
When someone clicks on your ad with your offer, they go to a registration page. In the marketing world, we call this an opt-in or landing page.
The key to a great landing page is making it distraction free.
The only goal is to collect your potential client’s contact information. Our landing pages are constantly tested and tweaked, so they maintain the highest possible conversion rate, saving you money.
Immediately after the potential client enters their contact information on your landing page, they receive an email that comes from your practice, with details of the “offer” they said yes to.
Step 4 is where we pass the baton to you, and your sales process begins.
You now have a list of potential clients that have said YES to your offer. What do you do with them?
These potential clients have willingly shared their contact information with you. They are expecting to hear from you!
We recommend a multi-pronged sales approach: phone calls, emails, and text messages. As part of our service, we provide you a free guide that includes a two-week follow-up schedule and verbiage to use during each interaction.
As an optional add-on, in our Marketing Pro service we offer:
2 month email follow up with all new potential clients
A weekly email newsletter for your practice
We recommend holding 1-2 workshops per month.
Be conscious of the volume of workshops you host and how it will impact your ability to manage your current caseload. Give yourself time in between events to follow up with clients from the previous event.
You may find it beneficial to stick to a set workshop schedule, such as the second and fourth week of every month.
Check out our “How to Have a Successful Workshop video” for more tips.
Tuesday and Thursday have proven to be the best days of the week for our clients.
The best time is early evening, around 5:00pm. The second best time is early afternoon, around 1:00pm.
If you are targeting seniors, they will be available in the daytime hours and prefer driving before dark. Adult children are more inclined to attend an evening or weekend workshop, as they are usually working during the day.
Every market is different, so we recommend trying a few different dates and times to see what works best in your area.
Check out our “How to Have a Successful Workshop video” for more tips.
We have all seen the direct mail pieces offering a luxurious steak dinner to in exchange for sitting through XYZ’s presentation. Maybe you have even tried this method yourself, and that’s okay!
The downfall in offering a meal at your event is people will feel pressured into a next step only because they received something for free. That isn’t the type of uncomfortable environment you want to create and likely won’t result in an ideal client.
The goal is for the attendee to feel that they enjoyed the presentation, learned a few things, and genuinely liked you and your philosophy. Now that they learned about who you are and what you do, they want to engage with you.
Instead of a full meal, most of our clients opt to provide light refreshments such as water, coffee, soft drinks, and/or tea. Small bakery items or finger snacks can also add a nice touch, and are relatively inexpensive.
The number of people in the room isn’t as important as your ability to communicate and create relationships with them. The goal is to gain the attendees’ trust and understanding on how you can help them accomplish their goals. That’s when they hire you.
That being said, our clients host workshops ranging from 10 people in their firm’s conference room to over 100 people in hotel ballrooms.
A good starting point is having 20-30 people in a room. That is a comfortable number that you can control.
After working with clients across the country, we have noticed that the choice of venue doesn’t make a significant difference. Our elder law clients have hosted events everywhere from Ruth’s Chris Steakhouse to their public library, and we have found that the cost per registration and quality of person attending is almost identical.
For that reason, we recommend using venues that your target demographic (adult children and their senior parents) will be comfortable and familiar with, that are also easy on your budget.
Your local library or community center are great options. If your firm has a conference room that is appropriate for a workshop, that can be a good place to start.
If your library or community center won’t work, consider a limited service hotel such as a Hampton Inn, Marriott Courtyard, Hyatt Place, etc.
The number one thing to keep in mind when selecting a venue is accessibility. Look for locations with plenty of parking close to the entrance of the building. Your event space should be on the ground level, or have easy elevator access. Also ensure that there are clean restrooms available.
You can use a response form. You should have several handouts for the attendees including a firm brochure, presentation notes (optional), and an evaluation form.
Give attendees time to complete the evaluation form before the end of the session. This is an important part of the booking process at the close of the workshop. Make sure one of your team members collects the form from each attendee before they leave.
In addition to collecting feedback about the presentation, you can ask key questions on this form such as: “On a scale of 1 to 10 (10 being most urgent), how urgent is your need to put a plan in place for you, your spouse, or loved one’s care?” That helps you prioritize your new potential clients and get a sense of how your presentation could be adjusted to increase urgency in the future.
We provide our Bambiz clients a sample evaluation form to use at their workshops.
Begin with the end goal in mind. You can structure your workshop like this:
When someone registers for your workshop or webinar, you must follow up with him or her as quickly as possible.
With Bambiz’s system, you are immediately notified of each new workshop or webinar registrant via email. They also go on a spreadsheet that your firm can access 24/7.
The registrant immediately receives an email confirmation outlining the event information.
Now, your law firm takes over. Make it a priority to confirm the attendee’s registration within 24 hours via phone. That quick turnaround will increase the likelihood of them showing up at your event. Getting them on the phone is essential for conversion from registrant to attendee.
At a minimum for a live workshop, you should make contact via phone within 24 hours of registration and again 1 day before the event.
For a webinar, you should enroll them into a 2-week sequence that includes calls, emails, and text messages.
To guide you through the process, we provide our Bambiz clients with sample follow up scripts.
Block out your schedule the day after your workshop to send attendees a thank you note, through email or regular mail. (This can also be delegated to a trusted staff member).
It lets your attendees know that they are noticed. Use the attendee’s responses on their evaluation form you collected to address any pain points. Besides just sending a thank you note, make an active effort to call and set up appointments with anyone who did not sign up during the event.
The longer you wait, the less interested a potential client will be down the road.
You have the option to extend the special workshop-only discount (if applicable) over the phone if they book right then.
Your ad budget goes hand in hand with your registration goals.
First, think about how many households you would like to have registered for your upcoming event.
You will then multiply that number by the advertising cost per registration.
The cost per registration varies widely depending on: your geographic area (rural or metropolitan) and the competition in your area.
On average, it costs around $50 in ad spend to get someone to register for an Elder Law or Estate Planning Workshop. That average considers rural areas (less expensive) and metropolitan areas (more expensive). Your actual registration cost will be higher or lower, based on the mentioned factors. Our team can give a more accurate estimate during your first meeting with us.
For example, if you want 30 households to register for your event, you would multiply that number by the $50 average. That gives you an ad budget of $1,500 for that single event date and time.
What if you plan to host two events on the same day at different times?
You double that budget to accommodate both events. That would give you 60 registrations between the two events, and your ad budget estimate is $3,000.
You can use this basic principle to estimate your ad budget, and it scales based on your goals, whether you are hoping for 15 registrations or 50.
Note that ad costs are paid directly to Facebook and are in addition to Bambiz’s pricing. Bambiz receives no compensation for the amount spent on ads.
All of our Bambiz clients go through a four step onboarding process where we collect a few items from you.
These include access to your Facebook page so we can post ads on your behalf, a short invitation video that we can use for your campaign, and providing us with your event information.
Once we have all of your onboarding items, it takes 3-5 business days to build your campaign.
For optimal performance, we recommend 2 to 2.5 weeks to market your event. This time allows us time to optimize your campaign and get you the best possible results.
You are always welcome to submit your dates further in advance, and we will launch your campaign at the appropriate time.
For new Bambiz clients, we recommend starting service with us 3 to 3.5 weeks before your event. That allows us time to properly onboard you before launching the campaign in our ideal 2 to 2.5 week window.
We provide the digital marketing services your Elder Law or Estate Planning practice needs to stay relevant.
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This is an example of our monthly YouTube content.
Every month we will provide you the top 4 trending YouTube topics (keywords) related to Elder Law & Estate Planning. These are things that your potential clients are already searching for!
These are examples of the e-newsletters that we create for our clients.
With our email management service, we create and send a weekly e-newsletter to your contact list. We brand it with your colors and logo, and it looks like it comes straight from your firm.
This is an example of the emails in our nurture sequence.
With our email management service, we create you both sales and nurture email campaigns that follow up with all new potential clients for 2 months.