Jacob Sapochnick is the managing attorney of the Sapochnick Law Firm, the San Diego, CA, based firm which provides comprehensive immigration support to those who wish to immigrate to the U.S. from all over the world.
Several years ago, Sapochnick decided that social media was going to be the main tool he used to market the firm and reach out to clients, especially since not many other lawyers were pursuing that avenue at the time. Distributing information is key and he and his team get this task done primarily through blog posts, podcasts and videos. But his most impressive marketing feat appears to be creating one of the most popular immigrant communities on Youtube and Tiktok. He also started investing in legal tech companies and building his own innovative tools.
This accomplishment led him to create a marketing resource and coaching tools for lawyers called Enchanting Lawyer that offers articles and podcasts with insights and tips from lawyers and marketing experts.
"A year ago, I discovered something interesting,"begins Sapochnick. "I'd been reading books by marketers like Jay Baer who said something to the effect of 'If you're useful and do useful things, you'll have the best form of marketing possible. So we started offering more free resources and tools for clients. It forced us to look at clients from a wider angle. If someone comes in and says they need help getting a work visa, I'll say, 'You're new in town, you probably need a house and help finding a real estate agent,'and I'll provide him with a list of agents in the area. If you're useful, clients will come back and refer other people to you."
In early 2020 our biggest problem was customer service-specifically, finding the right employees to staff our legal sales team. A lot of people may think it's strange that a law firm would be so focused on the telephone, when only about 25% of our sales happen by phone. But we've found that on average, our customers telephone us at least once at some point, and if we handle the call well, we have an opportunity to create an emotional impact and a lasting memory. We receive hundreds of phone calls, texts and emails every day, and we view each one as an opportunity to build the sapochnick law firm brand into being about the very best customer service. Our philosophy has been that most of the money we might ordinarily have spent on advertising should be invested in customer service, so that our customers will do the marketing for us through word of mouth. That is how you build the law firm of the future.
How I Became An Accidental Social Media Influencer
Just a few short years ago I didn't even know what a social media influencer was.My introduction to the term "Influencer" (and how I eventually became an influencer myself) happened completely by accident. As an Immigration Attorney, I work with clients from all over the world who want to come to the United States for various different reasons. Some of them are for leisure, marriage, work assignments...A few years ago I was contacted by some people looking for immigration help who wanted to come to the United States to work as something called an "Influencer". As an attorney, I hadn't heard about this new term yet but I was curious to know more.
Because "Influencer" was still such a new concept up to that point, I was eager to understand the legal implications and how I could support my clients. But, eventually, I became curious about the assignments my clients were traveling to the U.S. for and wanted to know how they got paid. It seemed like a great opportunity and like a whole lot of fun.
So I decided that the best way to learn was to try my hand at becoming one.
Fast forward to today...