Latest / Sharp Strategies Sweet Success / April 2026 Sharp Marketing Mastermind | Lead Generation That Actually Converts

Transcript

April 2026 Sharp Marketing Mastermind | Lead Generation That Actually Converts · Sharp Strategies Sweet Success

• 0:06
  SPEAKER_01: Hello, everyone.
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  SPEAKER_01: I think everyone's joining into the room.
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  I'm updating all of the settings just to make sure everyone can
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  chat and know they can.
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  SPEAKER_01: If you're in here and you want to type in a quick hello and chat,
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  SPEAKER_01: just to let me know who's in the room.
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  SPEAKER_01: Sometimes that helps.
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  SPEAKER_01: Today, what we're going to talk about is lead generation.
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  And we're specifically going to talk about why it's important
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  for law firms to
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  SPEAKER_01: always be generating leads,
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  SPEAKER_01: what that looks like,
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  SPEAKER_01: and ultimately,
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  SPEAKER_01: like where you can generate leads.
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  And I feel like there's a lot of misunderstanding about this
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  topic of lead
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  SPEAKER_01: generation,
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  because there's a lot of ways that law firms or any business
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  can generate leads
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  SPEAKER_01: passively,
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  SPEAKER_01: you know,
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  SPEAKER_01: for example,
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  SPEAKER_01: through
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  SPEAKER_01: Google search, organic search, or SEO.
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  SPEAKER_01: A lot of times,
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  SPEAKER_01: you know,
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  SPEAKER_01: the concept behind SEO is that we publish content and optimize our site.
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  SPEAKER_01: So it is on the first page of Google and therefore leads can find us,
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  SPEAKER_01: discover us,
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  SPEAKER_01: come in our funnel that way.
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  SPEAKER_01: But for me, that is not lead generation as I would typically describe it.
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  SPEAKER_01: And in fact,
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  SPEAKER_01: for me,
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  lead generation is something more specific and actually more
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  akin to what I learned
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  at Great Legal Marketing and through the teachings of Dan
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  Kennedy and famous
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  SPEAKER_01: marketers like that.
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  SPEAKER_01: It's direct response marketing,
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  SPEAKER_01: which still to this day,
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  everyone gets excited about direct response marketing because
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  it's trackable.
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  SPEAKER_01: Usually it's built to help you find the ROI of the ad campaign,
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  SPEAKER_01: but for personal injury and a lot of law firms.
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  SPEAKER_01: difficult to get a true ROI calculation on a reasonable timeline.
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  SPEAKER_01: We'll talk about that too, maybe.
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  It's not on my list,
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  but we're talking about lead generation and ROI goes hand in
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  hand.
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  SPEAKER_01: So we'll definitely get to it.
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  SPEAKER_01: And we'll also,
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  SPEAKER_01: well,
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  SPEAKER_01: before I get totally off track,
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  SPEAKER_01: let me get back to my outline that I have here,
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  SPEAKER_01: which I definitely need.
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  SPEAKER_00: So when I talk to law firms,
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  And a law firm comes to me and says,
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  hi,
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  Tiffany,
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  you're a fractional CMO.
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  SPEAKER_01: What can you do for our firm?
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  My primary goal is to help set up the systems and the practices
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  for them to succeed long-term.
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  Because in the current legal marketing landscape,
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  there are a ton,
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  a ton of vendors.
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  SPEAKER_01: And it seems like there are more and more each day.
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  SPEAKER_01: My inbox is filled with
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  SPEAKER_01: AI agents,
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  SPEAKER_01: effectively,
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  who are negotiating marketing contracts with myself and the
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  business owner.
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  SPEAKER_01: And sometimes it takes us a while to find out that they're AI.
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  And maybe if we have a little bit of time later,
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  I'll tell everyone that story.
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  SPEAKER_01: But we're seeing all these new vendors crop up.
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  SPEAKER_01: And when you ask them what they do, the scope is usually pretty narrow.
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  SPEAKER_01: We'll make you some videos.
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  SPEAKER_01: We'll make you some images.
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  SPEAKER_01: You know, we'll do this.
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  But that's vendors really exist to serve like a niche function
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  within our marketing.
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  SPEAKER_01: They do SEO.
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  SPEAKER_01: They do PPC.
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  SPEAKER_01: They do something with social media.
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  SPEAKER_01: And yeah, that will include video content or something to that effect.
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  SPEAKER_01: But for me,
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  like what a CMO does or a marketing director or fractional CMO
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  or wherever you sit
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  SPEAKER_01: at your law firm,
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  SPEAKER_01: you know, we're focused on the long-term outcomes.
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  SPEAKER_01: You know,
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  the solutions that vendors provide us are incredibly useful and
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  help take a lot of
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  SPEAKER_01: tasks off our plate,
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  SPEAKER_01: particularly if you're a solo marketer or one of a really small team.
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  SPEAKER_01: But they can't really supplement what you can provide,
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  SPEAKER_01: which is this long-term forward-thinking picture.
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  SPEAKER_01: I showed a muted Alexa.
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  SPEAKER_01: into what your law firm is doing.
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  And the best marketers I see really try to set their law firms
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  up for that future success.
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  SPEAKER_01: I also see a lot of marketers who the whole system is dependent on them.
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  SPEAKER_01: And when they leave, it just kind of falls apart.
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  SPEAKER_01: And it's a tough situation to be in.
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  SPEAKER_01: But for me,
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  SPEAKER_01: like if we're going to be ethically marketing for businesses,
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  SPEAKER_01: we're setting them up for long term success.
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  And the way I see that all of us can do that is by making sure
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  the law firm is always doing
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  SPEAKER_01: three things.
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  I was going to say one of three things,
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  but you should be doing these three things.
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  SPEAKER_01: Authority building, which is effectively raising its brand marketing.
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  I call it authority building because it's easier to stomach and
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  brand marketing has
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  SPEAKER_01: a bad reputation,
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  SPEAKER_01: but it's improving on the EEAT
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  SPEAKER_01: and overall presence of your brand.
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  SPEAKER_01: And a lot of times that includes digital PR.
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  SPEAKER_01: It includes some,
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  SPEAKER_01: not quite sure how you call it,
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  SPEAKER_01: but optimization of the attorney's personal profiles.
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  And maybe we'll talk about this in another meeting once the
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  results have fully materialized.
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  But very recently I helped one of my clients work towards
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  capturing a Google knowledge panel
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  which actually Lindy Bourgeois informed me of her strategy to
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  do that for Lloyd.
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  And so we implemented it for Jason and maybe share it with you
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  guys in another meeting.
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  But doing things like that helps increase the visibility of the
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  brand overall and
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  SPEAKER_01: the recognition,
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  SPEAKER_01: the repetition,
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  and also includes a bunch of other things like nurturing your
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  client list and
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  SPEAKER_01: nurturing your marketing list.
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  SPEAKER_01: And many different things.
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  SPEAKER_01: It's very vague,
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  SPEAKER_01: unfortunately,
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  but you should always be working towards enhancing that brand
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  at some level,
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  SPEAKER_01: whatever level you're at,
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  SPEAKER_01: just trying to take the next step at being a bigger brand in the space.
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  SPEAKER_01: Second thing is referral marketing,
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  which doesn't need as much explanation as brand marketing or
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  authority building.
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  We're nurturing referral sources so we can get more referrals
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  for the law firm.
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  SPEAKER_01: Pretty straightforward.
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  SPEAKER_01: particularly if you've been in legal marketing space for a while,
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  SPEAKER_01: you're familiar a little bit with referral marketing.
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  And then the third is the topic of the call today,
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  which is lead generation.
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  SPEAKER_01: And lead generation is, as I already said, extremely misunderstood.
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  And a lot of law firms feel like they're doing lead generation
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  when really they're
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  SPEAKER_01: not,
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  SPEAKER_01: you know,
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  SPEAKER_01: i.e.
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  SPEAKER_01: the SEO stuff.
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  SPEAKER_01: So
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  SPEAKER_01: It's confused a lot with funnels and funnels have a really bad rap,
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  or at least I think they currently have a bad rap because they
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  don't really fit the
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  current model of this omnipresent multi-channel attribution
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  where we have dark
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  SPEAKER_01: social and dark SEO and then ChachiBT.
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  SPEAKER_01: So it doesn't,
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  SPEAKER_01: you know,
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  funnels don't fit that traditional model where you funnel
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  people into one end and
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  SPEAKER_01: out comes clients on the other.
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  SPEAKER_01: But that's the ideal.
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  SPEAKER_01: And that's what we are doing with lead generation.
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  We are creating natural paths for potential clients to find and
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  contact us.
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  And there's some more criteria that it needs to meet for at
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  least me to consider it
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  SPEAKER_01: true lead generation,
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  SPEAKER_01: right?
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  SPEAKER_01: And
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  Also lead generation has a bad rap because most lead generation
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  happens on digital
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  SPEAKER_01: marketing channels.
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  SPEAKER_01: And that's not to say that's the only type of lead generation you can do.
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  SPEAKER_01: Whenever people hear lead generation,
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  SPEAKER_01: I feel like most of them think Facebook ads,
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  SPEAKER_01: Google PPC,
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  SPEAKER_01: local service ads.
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  All of those we'll talk about at some level in this call
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  because those are all lead generation.
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  SPEAKER_01: But lead generation doesn't fall into those buckets only.
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  It's just simply creating paths where enough people see our ad
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  that they are
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  funneled into learning about our business and learning more
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  about our service.
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  SPEAKER_01: And it can happen anywhere.
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  SPEAKER_01: So before we get into...
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  the more specifics of lead generation before we start talking
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  more about this broad topic.
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  SPEAKER_01: There's so much we can go into.
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  Kelly asked in the last meeting if we could go over some of the
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  zaps that I've
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  SPEAKER_01: created,
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  SPEAKER_01: some of the newer ones.
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  And we'll actually talk about a few of those in the meeting
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  because it's a part of
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  SPEAKER_01: lead generation.
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  SPEAKER_01: But I did want to share one with you that I recently updated.
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  SPEAKER_01: and am starting to see some really good results.
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  And it's something you can rebuild pretty sure using Claude
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  Skills or I'm using
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  SPEAKER_01: Zapier and Chachi BT.
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  Depending on what tools you have,
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  there are a number of ways you can build this.