Images
In
this
episode
of
“Be
That
Lawyer,”
I
spoke
with
legal
marketing
strategist
and
entrepreneur
Viktoria
Altman
about
why
so
many
lawyers
waste
time
and
money
on
scattershot
marketing
—
and
how
to
replace
guesswork
with
intentional,
scalable
strategy.
Viktoria
brings
a
unique
blend
of
technical
know-how
and
real-world
client
insights
that
make
legal
marketing
more
predictable
and
profitable.
How
Google
Actually
Sees
You
Search
engines
today
don’t
just
respond
to
keywords
—
they
use
AI
to
anticipate
intent.
Viktoria
explained
how
Google
pulls
from
review
sites
like
Avvo,
legal
directories
like
FindLaw,
and
even
guest
posts
or
media
mentions
to
build
a
profile
of
your
firm.
When
someone
searches
“New
York
personal
injury
attorney,”
Google
factors
in
their
location,
recent
searches
like
“slip
and
fall,”
and
other
user
behavior
to
tailor
results.
That
means
your
online
reputation,
content,
and
reviews
must
be
aligned
and
consistent
to
win
visibility.
Lawyers
who
ignore
this
reality
are
falling
behind
in
an
AI-driven
search
landscape.
Define
Your
Ideal
Clients
Viktoria
emphasized
that
the
foundation
of
strong
legal
marketing
starts
with
clarity.
You
need
to
define
your
ideal
client
—
whether
that’s
a
high-net-worth
individual
approaching
retirement
or
a
newly
pregnant
couple
planning
for
the
future.
You
can
have
multiple
profiles,
but
they
must
be
specific.
Once
you
know
exactly
who
you’re
trying
to
reach,
your
messaging
and
targeting
become
far
more
effective.
Without
this
level
of
focus,
marketing
becomes
diluted
and
inefficient.
Vet
Vendors
Who
Know
Your
World
Legal
marketing
is
an
unregulated
space,
and
Viktoria
didn’t
hold
back
in
expressing
her
frustration
with
how
many
lawyers
get
burned
by
bad
vendors.
Her
advice?
Ask
agencies
for
references
from
clients
just
like
you,
same
practice
area,
same
marketing
budget.
If
you’re
an
estate
planning
attorney,
talk
to
other
estate
lawyers
who’ve
spent
similar
amounts.
That’s
the
only
way
to
get
an
honest
sense
of
what
you
can
expect.
Don’t
settle
for
general
promises.
Get
proof,
and
make
sure
your
agency
understands
the
unique
needs
of
your
firm.
This
episode
is
a
must-listen
for
lawyers
ready
to
ditch
random
tactics
and
start
building
a
marketing
engine
that
brings
in
real
clients.
Viktoria’s
no-nonsense
advice
is
both
practical
and
immediately
actionable.
Want
more
from
Viktoria
Altman?
Get
to
know
her
work
and
insights
here.
Catch
the
full
podcast
episode
here.
And
if
you’re
serious
about
growing
your
practice,
don’t
miss
my
new
book,
now
on
Amazon. Check
it
out
here.
Steve
Fretzin
is
a
bestselling
author,
host
of
the
“Be
That
Lawyer”
podcast,
and
business
development
coach
exclusively
for
attorneys.
Steve
has
committed
his
career
to
helping
lawyers
learn
key
growth
skills
not
currently
taught
in
law
school.
His
clients
soon
become
top
rainmakers
and
credit
Steve’s
program
and
coaching
for
their
success.
He
can
be
reached
directly
by
email
at [email protected].
Or
you
can
easily
find
him
on
his
website
at www.fretzin.com or
LinkedIn
at https://www.linkedin.com/in/stevefretzin.