27. Ashton Bremer, Stewart Guss Injury Accident Lawyers — Firm Growth and Marketing Evolution

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As the saying goes – if you’re not growing, you’re dying. But what goes into successfully growing a firm? Today, Ashton Bremer offers her marketing expertise and explains why to grow your firm you need more than a Facebook page. The driving force behind the explosive growth of Stewart Guss Injury Accident Lawyers, Ashton commands a marketing department that spans four states and nine locations. We break down where to start if your marketing budget is limited, why intake is just as important as marketing, websites that convert, and what marketing channels will give you the best ROI.

What’s in This Episode?

  • Who is Ashton Bremer?
  • As a firm grows, how should marketing evolve with it?
  • Which marketing channels deliver the highest quality leads?
  • What waterfall investment should a firm make in marketing?
  • Why is a multi-state firm revisiting branding?
  • How is the marketing space changing for Personal Injury lawyers?
  • If a firm has a limited budget, where are the top three places to spend?

Transcript

Ashton Bremer

I think the misconception is that people think that they don’t need a marketing department.

Sonya Palmer

If growth is your goal – marketing requires more than a page on Facebook to be successful.

Ashton Bremer

I think that’s where you have to start because it takes the most time to get where you wanna go.

Sonya Palmer

In 2021, over half of all summer associates were women – for the fourth year in a row. Yet equity partners in multi-tier law firms continue to be disproportionately white men. Only 22.0% of equity partners are women. We would like to see that change. Hello, and welcome to LawHER, the show where we celebrate the trailblazing attorneys and entrepreneurs who are changing the game for women in the legal field. Be inspired by their stories. Learn from their mistakes. Build community. And look forward to the future they’re helping build for the next generation of women in law. I’m Sonya Palmer, your host and VP of Operations at Rankings. The SEO agency of choice for Personal Injury lawyers. This is LawHER. Ashton Bremer is the driving force behind the explosive growth of Stewart Guss, Injury Accident Lawyers. She commands a marketing department that spans four states and nine locations. And she shows no signs of stopping. As the saying goes – if you’re not growing, you’re dying. But what does growth look like? How do you get there? Today, we have a jam-packed episode for you. We break down the ins and outs of marketing a growing firm, where to start if your budget is limited, the importance of intake – from texting with google my business to a direct call. The key aspects of websites that convert, And best practices in SEO and what marketing channels will give you the best ROI. But before her role as a marketing maven – Ashton began her career in sports broadcasting. Competitive by nature, she explains how her sports journalism lead her to a career she loves in legal marketing. Let’s dive in.

Ashton Bremer

I originally didn’t really wanna do marketing. My degree is in journalism, and public relations. I do have a minor in marketing, but my dream was always to be a sports reporter and, one day work for ESPN work on the sidelines at football games and stuff like that. I was actually really. Involved when I was at Baylor reporting on Baylor football and I loved it, I enjoyed it, but my husband also played professional baseball when I met him. And with that what I wanted to do, it just did not mesh well together because he’s traveling. And then with reporting. You have to, it’s not like you just go to Houston or Dallas and work. You have to go to random cities in the middle of Arkansas or Nebraska and start out there. And so we were just kinda this is not we gotta figure out what we wanna do. So I kind of put that on hold. And then that’s when I started getting into marketing, it was like, I’ll get a regular marketing job. Wherever you’re at. And at the time we were in Jupiter, Florida. And so I got my first marketing job there and I was working for a really high-end jewelry store. And that was a ton of fun. I loved it. But we were only there for a short period of time. We had to up and move. So I came back to Houston My first job in Houston was for a personal injury law firm. I didn’t even know that people called an attorney after a car accident. I had just never, ever thought of that. So being completely new and not knowing anything about the industry, I started that job really enjoyed it. because it’s so competitive. I’m very competitive. Sports reporting is incredibly competitive, I really love that. I ended up here at Stewart Jacobs I made the move primarily because I wanted to work at a bigger law firm. I wanted more opportunities and in our firm, there are lots of them. So that’s kinda how I ended up here.

Sonya Palmer

Yes. it’s a similar appeal for me as well. Just because it’s so competitive, it’s nice to win in that space. So then how has your role expanded over the years?

Ashton Bremer

When I came in, We realized that we needed people for specific roles. We really needed to expand the marketing department and have a structured marketing department. How that, how I got into my role now I then became the lead digital marketing specialist and then the marketing manager, and all of that really happened because I had already had, previous experience in the legal industry. And then I just love it so much. And my passion and drive for it just led me to continue to grow within this company. And now our marketing department looks so different than it did whenever I came here because We have a social media person specifically for that. We have someone specifically for Google ads and our social media marketing. Then we also have a videographer that we hired not too long ago. And, A lot of people try to hire generalists, which is good, but we went more of the specialist route, so it’s really expanded and grown.

Sonya Palmer

When you want to really dial in on quality. I think specialists tend to work in your favor. Tell us a little bit about your firm?

Ashton Bremer

Nine locations across four states. let me tell you. We’re in Georgia. We’re in Chicago.

Sonya Palmer

All over.

Ashton Bremer

Houston. We’re in Dallas. We’re in New Orleans. And we’re still growing. We’re in San Antonio. We have. Smaller offices in little cities in Houston and like the sub-cities of Houston and then also in Texas, but our newest location is in Chicago. And then the one right before that is Georgia. So we’re like really, I guess in the past six months we opened Georgia and Chicago, so we’re rapidly expanding.

Sonya Palmer

Yes. I wanted to cover, that you’re not just managing a PI firm, you’re managing a very large, very fast-growing PI firm across multiple states with multiple locations. Those are two very different things. What do you feel is one of the like misconceptions around marketing for personal injury lawyers?

Ashton Bremer

First of all, they don’t necessarily think that you need a marketing person for a personal injury law firm, and which is crazy because you do people see these commercials all the time for like really big law firms, who’s doing all that. I think people just don’t put two and two together. I think people think that, oh, do you just do social media? You just take photos around the office and put them on Instagram and Facebook. No people just really don’t understand. And I think it’s because personal injury is so different from other legal spaces. So I, I think there’s definitely a place for a marketing department and a family law firm. Maybe not as large with not as much money same with, immigration law or whatever personal injury is just so vastly different from any other type of law. You don’t need all of that for all these other types of laws. So a lot of people just aren’t familiar with personal injury and really, I don’t know, You wouldn’t be unless you really knew somebody that worked in the space or had experience with it. I think the misconception is that people think that they don’t need a marketing department. People always ask me, what do you do? I’ve never heard of a marketing person at a law firm.

Sonya Palmer

Wow.

Ashton Bremer

It’s really bizarre.

Sonya Palmer

You’re right though. A lot of lawyers that I’ve talked to when I mention marketing digital marketing, it’s oh yeah, we have a Facebook. They equivalate social media and like a Facebook presence to digital marketing. And I do think you’re right. A lot of its referral based, especially when you’re in family law, immigration law, even criminal defense where PI is not always the case. And if you want to grow, which a lot of attorneys do they wanna own a business, they wanna get big. You can’t do that without marketing

Ashton Bremer

No

Sonya Palmer

I think you could probably support a single-person firm and make a living, but you’re never gonna grow.

Ashton Bremer

And there are a lot of those. I mean that there I see a lot of those, smaller law firms that don’t do a lot of digital marketing and they have maybe one person that kind of helps with marketing, but they’re also an intake person and a case manager. And that works for them because their goals are not the same they’re happy and they’re making enough money to be content there. But yeah, with some of these bigger firms like our firm, we’re constantly wanting to grow we’re, constantly wanting to expand.

Sonya Palmer

Yeah. Paint that picture. You just talked about goals. Where do you see the firm a year? Two years, five years down the road.

Ashton Bremer

Opening up more offices, really building out our marketing department even more and having, departments where, we have a PPC department and that’s all that they do. And they have a whole team doing that instead of just one person. We have a video team, we have a content team. We outsource one thing and that’s SEO and that’s because you just have to be so specialized in that. that’s where I’d like to go. having our own marketing firm within the firm, if that makes sense. And then branching off into other different opportunities within that.

Sonya Palmer

Replicating an exceptional client journey is essential for growth. Ashton explains how her firm elevates the experience and keeps it consistent from client to client.

Ashton Bremer

For us, it’s having your own call center. That’s available twenty four seven. Which we do a lot of firms don’t outsource it. all of the people that answer the phone are Stuart Guss employees they are in our office. They can go grab an attorney. They can grab a case manager. And they are available 24 7. They may not be able to grab an attorney 24 7, but honestly, with our firm, you can, there’s always an attorney that we have on call. So if someone calls at three in the morning, And, it’s a good case, but we’ve got some questions or they wanna speak to an attorney. They can we really try to also give them a family type of experience, just knowing that we are always there for them whenever they need it. And I really just think that goes to how well our intake team is implemented. it’s taken a while to get it there because it was not how it is now, but just having those people available to talk to anybody or anybody that, wants an update on their case and just have somebody, sometimes they just want somebody to talk to, even if you’re like, okay we’ll get you your case manager. 9:00 AM tomorrow. How does that work? We’ll be sure a hundred percent that they call back. Also a lot of it. We get a ton of messages through our Google My Business of people just asking questions about their case and things like that. Those are addressed very quickly. We have a team that addresses those and yeah, it really just getting an answer or some, someone to talk to you as soon as possible.

Sonya Palmer

Yes. So you guys really are client-first and focused on client experience. I think a lot of people think an intake is: we’re complicated. And what you just said is very simple. And I think what most people are looking for is a reply.

Ashton Bremer

Yeah, honestly and even if it’s not of this, an answer to a specific question, they have, they just want to know. You heard their question and you will get them a reply in a timely manner. They don’t wanna call and no one answers or, you can’t get a hold of anybody that is the worst feeling, especially when somebody’s dealing with such a traumatic event or experience that has happened in your life.

Sonya Palmer

Just a reply, even if that reply is, Hey, we’ll be in the office at 9:00 AM the morning. We’re gonna give you a call back with an answer to this. And that’s usually enough to make them, feel taken care of. You also just mentioned texting through Google My Business, and Google Business Profile.

Ashton Bremer

Yes, they changed it.

Sonya Palmer

They changed it. So I do Google Business Profile is constantly rolling out new features. there’s a messaging function there that people probably aren’t taking advantage of. What are some other missed opportunities that you think firms might be neglecting?

Ashton Bremer

I think really that putting posts on their updating posts, it really takes no time at all to do it. If you have new content, put it on your Google business profile and any type of social media content, like if you have videos or anything, just show people that you’re active on there and show people, Hey, we’re a real firm because sometimes what I, what. Think or, and it may just be because they work in the industry, but I think you can look at different places when you’re searching and be like, oh, is this real? Or like how many people work there? Like you, you’re not really sure because. Nothing. There’s not that much information given, you don’t see a picture of all the employees. You don’t see a picture of the office and all of that. So really just making sure people realize, Hey, we’re real people. We’re here. We’re here to take care of you and we’re responsive. We’re updating our profile and things like.

Sonya Palmer

I think you’re very correct. Even if it’s simple things like, Hey, it’s our 15 year anniversary as a firm or it’s this person’s birthday. Even if you’re not necessarily educating a potential client or, actively looking for a new client via social or Google Business Profile yes. To people that want to know that there are people behind this website

Ashton Bremer

So it’s kinda like the wizard of Oz when you’re

Sonya Palmer

Right?

Ashton Bremer

Google, you’re like what’s behind this. Yeah. What’s behind this screen. So that’s really what we always, even with our social media, try to do. To showcase all of our employees and showcase what we’re doing on a day-to-day basis.

Sonya Palmer

Yeah. We’ve always loved the branding for Attorney Gus. And we know like we know good when we see it. It works very well. And I think it’s part of the reason you guys have seen the success that you have. What are some key aspects that make a great personal injury website?

Ashton Bremer

I think having a personal injury website that doesn’t look like we’re back in like the AOL Aim times because I still see that a lot. consumers are becoming smarter. Have a website with a good call to action that showcases your employees that showcases your firm, but also isn’t screaming at you either. It’s a real balancing act with websites. And we’re currently redoing ours now, but it just tweaking it a little bit for CRO aspects. But yeah, making sure that. Eligible readable. Cuz a lot of these websites still have super tiny texts making it easy for the consumer and like mobile first, because most people are always on mobile. and really, I think a lot of it has gone back to personal injury attorneys don’t think they need a marketing department, so they don’t have somebody to tell them that or they just hire somebody to throw up, a website in a few days. And that’s what they get. And there’s so much that goes into it. User testing, making sure that the call to action is clear and people understand where to click, where to put their information, cuz that’s incredibly important or else people aren’t gonna contact you.

Sonya Palmer

Yes. And Google has started grading that where for a while it was like content Google was looking at content. It was almost code-specific. With lighthouse and or vitals. They’re paying attention to spacing. And can you click this button? Stuff like that. when you look at the site you guys do not list recovery amounts. Is that intentional?

Ashton Bremer

Yes, it was intentional. Now we are starting to list that in our, we just did a new commercial recently and we listed a net recovery amount on there. For one of our clients and client is actually featured in the commercial that we rolled out in Houston. We weren’t doing that for a long time. Sometimes it can give clients an expectation. so we never wanna mislead the client or, the prospective client. So that’s really why we stayed away from that. And that’s why we stayed away from it on the website. But yeah, we did just roll that out in a commercial. So we’re testing that and seeing how that works. but another reason I think is really, we don’t want to be like every other law firm and we’re really trying hard, especially with our new brand push in Houston to differentiate ourselves and not be screaming at you. Oh, we’re gonna get you this, we’re gonna do this. We just want you to know we’re here for you when you need us. but we may be adding that to our new website in a more subtle way.

Sonya Palmer

I think it makes sense to, to not want to set expectations. A client, particularly when it’s a PI client when might be in a vulnerable state if they’re injured. So I see both, I see both sides of that. So I’m curious to see how it goes for you guys as you introduce that. So as the marketing manager, what marketing channel do you see return the most quality leads?

Ashton Bremer

SEO and Google ads are right at the same place for us at the moment. I think. are the most qualified leads that you’ll ever see is probably from branding efforts. We just have not been in that space, we haven’t really done. We’ve only done digital marketing for the longest time. So now we’re starting to get into traditional branding, which has been really fun and exciting. Cause I have never done that before. And it’s been a really huge learning experience, but I, and that’s why we’re doing it because I do think as digital marketing and as Google ads and SEO, and, Google keeps monetizing their homepage or the first page of the server. And so many people have money to spend on Google ads. You’re sitting there competing for that. First of all, then you have the local service ads, then you have the maps. And so organic has gotten so far down the map. I don’t even wanna rely on somebody searching for a car attorney anymore. I just wanna rely on somebody seeing us enough and knowing that they were in an accident and being like, I need to call Stuart J Guss. Because before you could get away with relying on that. And you can if you’re a smaller firm, but if you are trying to grow, you really just can’t rely on that because Google changes so much and who knows what’s gonna happen next. So I just want people to know who we are.

Sonya Palmer

Yeah, you’re not wrong. I think when have seen the first page take shape over the last year? I think a lot of the SEO kind of falling further down, but I almost see opportunity in that because where organic SEO is kinda like one, one position. If you do all of them, you can be on the front page four times.

Ashton Bremer

that is very true. No, there’s

Sonya Palmer

can get LSA, you can get a Google business profile, and you can get Google ads. And then you can get top organic. So you’re right. Like I’m attorney Guss attorney Guss.  I will contact this person. I’ve now been inundated with Google, so I see it almost as an opportunity.

Ashton Bremer

I know, I definitely see that as well for us. I think the most challenging part, our maps are really good.

Sonya Palmer

Yes.

Ashton Bremer

Organic’s good. What’s been tricky for us is the LSAs and getting that to be consistently showing because, and there’s no real way to optimize it. I’ve sat in a bathtub just for two hours trying to search and figure out how can you possibly optimize these things. It’s not like Google ads where you can have a strategy that no one else knows about it. It’s just not like that. that’s where I’m like But and then the Google ads just show up for a car and an attorney nowadays, those ads are like $500 and up per click just for someone to click on it. And there are firms in Houston that really dominate that, that space, but it is just wildly expensive.

Sonya Palmer

I don’t think anyone has cracked the code on LSA yet on the local service ads. I’m paying attention to it, cuz I, there doesn’t seem to be a ton of rhyme or reason to it just yet.

Ashton Bremer

I know. it almost really frustrates me.

Sonya Palmer

It’s so new where like I know exactly what dictates, what, just what shows up for Google’s business profile. I know exactly what shows up organic, even ads you pay the most money USA is an industry still. So I kinda like that, but it’s frustrating.

Ashton Bremer

I know. I’m sure down the road, there will be someone who finally, or Google will allow for more optimization but I think now since it is so new, it’s just a set it and forget it. And you just get what you get.

Sonya Palmer

Cross fingers. Yeah. I think Google will tell us eventually Hey, here’s what we’re looking for. They just, haven’t yet. Is there a favorite campaign you’ve worked on? You just mentioned your new commercial. Is there anything else you really liked doing?

Ashton Bremer

My favorite right now is just getting into the branding and these new commercials. So we did a commercial at the beginning of baseball season with Lance Beman. And that plays in some of the Astros spots. So that’s been really awesome because I think it’s my favorite because it’s the first one that I ever did. And I really vetted, like when I tell you I had so many phone calls with branding agencies with media buyers because I was getting one shot to do this and I had to do it correctly and I had to it. off Because Stewart had never wanted to do commercials before. And he was giving me this like opportunity and I needed to nail it. And I think we really did. I love having my friends. They always text me when they see the commercial and it’s just it. It makes me so happy because I worked really hard on that. And then that led to Stewart loving, loving our commercials, loving the direction we were going in, and then wanting to do more. So now we’re doing more. And it’s been, I guess this all started back in February. So since February, we’ve been having a hard push in all of that and I’ve learned a lot and it’s been really exciting.

Sonya Palmer

I love that. I wanted to talk about branding. I do feel like branding is back to the basics. So it’s interesting to me to have a marketing department that is flushed out in every channel and then back to branding. I think it’s smart actually. Cuz like you learn a lot about what you need to tell your potential clients from doing it as is, and then you back to the basics really establish the brand and then all of those channels benefit from it.

Ashton Bremer

That’s where that’s really what or why we wanted to get into it because first of all, it was getting so competitive and we’re only opening offices in the most competitive places.

Sonya Palmer

Right. Chicago.

Ashton Bremer

I gotta figure out a way where our cost per click can go down on Google ads where we can start getting leads and really diversify ourselves, especially. I think I just really got freaked out. Whenever Google’s landscape started changing, I just wanted to have one aspect of our marketing that wasn’t reliant on Google or Facebook or any of these platforms that we just, could control it. And we had it. But. If they’ve seen our commercial and they see our Google, our business profile, then they’ll click it. If they see our Google ad and they’ve seen our commercial, they’re more likely to click it, same with our organic. So yeah, I think it’s just gonna rise all of the tides. if we have enough people that are calling us from our commercials in our campaigns that are seeing us, I don’t wanna pay Google anymore. We will always have that channel, but I don’t wanna have to throw a ton of money at it.

Sonya Palmer

Yeah. Yes. I think the pandemic is just it through everything online.

Ashton Bremer

Like even Facebook ads started getting way more expensive.

Sonya Palmer

Yes, where I think some firms were still seeing returns on more traditional investments like billboards that probably decreased significantly. When you take everybody off the roads. I think it just shoved everybody online and made a competitive industry even more competitive.

Ashton Bremer

Right.

Sonya Palmer

I still think even with the changing landscape from Google, that organic SEO is still the best return on investment. It’s certainly not the only way to get a lead but bang for your buck. Still your best bet.

Ashton Bremer

And honestly, and that’s just, cuz it’s evergreen. It’s always going to be there. The work you put in now in SEO, it’s gonna always be there for you.

Sonya Palmer

Yes. It’s direct intent, with a commercial, you’re going to be broadcasting to a lot of people who have not been injured in a car with SEO and Google ads as well. The ads are just more expensive than SEO.

Ashton Bremer

Right.

Sonya Palmer

It was direct intent. You’re talking to someone who. One’s a lawyer they’re looking for, they wanna buy.

Ashton Bremer

Yeah. And we haven’t gotten into billboards quite yet. we want to just reinforce what we’re doing digitally.

Sonya Palmer

What are some best practices in SEO that you’ve seen?

Ashton Bremer

I just leave things up to Rankings and I let them tell me. Because I know that you are always. To date on what’s going on. This is what you do every single day. I think a lot of marketing managers. They’re so they are generalists for the most part, but then they may have one specific place where they have a ton of knowledge. So for me, that would be Google ads cuz that’s where I started out. But for the SEO, I’ve always, I’ve actually learned everything that I do know just by listening to Chris in our meetings. I’ve learned a lot from that. And it’s interesting when I first started this job, I knew really, almost nothing. And then about SEO, I knew ton about Google ads, but then just listening to Chris now, I’m like I can talk the talk with people and know, okay. If you’re a small business, here’s what you can do that can help you. But if you’re a personal injury law firm in Houston, I’m gonna defer to Rankings.

Sonya Palmer

Yeah. We’re competitive nerds. So we like, we watch every day, like where are our clients at and what do we need to do how do you see the marketing landscape changing, evolving, particularly in the PI space?

Ashton Bremer

I think every personal injury law firm will have a marketing department that is, wanting to grow and that’s big. I think that it’s gonna become a thing where you have, it’s just a have to have, there are still attorneys out there that are doing their own marketing and you just can’t keep up with, if you’re in a very competitive like city, you can’t do that. But even if you’re in a small city in Texas, those small competitors or those big competitors in Houston are dominating those smaller cities also. So you have to have a digital marketing department, but what’s an interesting theory that John Morgan said is that he thinks in the future, marketers will own personal injury law firms. In personal injury blog marketing is. It’s the utmost important thing in your firm. Stewart always calls our firm, a marketing law firm. This is a marketing firm. And then, he is but we have great lawyers.

Sonya Palmer

Yeah, you guys are very good at it. a marketing law firm with great lawyers.

Ashton Bremer

So we’re marketing-centered first.

Sonya Palmer

John Morgan says lots of smart stuff. He talked about during the pandemic when they were faced with what were we gonna do? He talks about growing and then also horizontally. And I thought that was smart. your PI you open up criminal defense, you open up immigration, and then the other way, like if you’re a business owner you have a law firm. Then you start a real estate company and you stay in and then go out.

Ashton Bremer

That’s interesting,

Sonya Palmer

It’s very like

Ashton Bremer

But very smart.

Sonya Palmer

Very smart along with innovations can come confusion and each channel and platform has its own set of evolving rules. If a firm has a limited budget, where are the top three places you’d spend your marketing budget? That would have the most impact? What if you’re having a very small budget?

Ashton Bremer

So I, if you, I think like with a healthy budget, but it’s not, huge, like maybe you. 20,000 to spend. I think doing a little bit of SEO is I think you have to do SEO first. I think that’s where you have to start because it takes the most time to get where you wanna go with SEO. You can always add Google ads are so quick. You can always add that later. I think putting almost all of that budget into SEO. Is the best way to go. Now it’s not gonna give you an ROI immediately, but it will, you’ll be thankful later. And then the other place I would say is Google ads just because I’ve found a lot of success with it, but a lot of people don’t find a lot of success with it. It just depends on who’s doing it for you. And if they are a company that kind of just threw up a campaign and forgot about it and report on it, every month sometimes that can be the worst place to put your money. It just depends on who’s doing that campaign for you. But I would have to say, yeah, SEO a hundred percent and then Google ads on top of that. If you need immediate cases, an immediate ROI.

Sonya Palmer

I agree with SEO. If you can start early, it’s not. It does just take, it takes a little while to kick in , even if you don’t have the budget for SEO do content.

Ashton Bremer

Just hire a content writer, put it on your website, have somebody in-house that kind of knows WordPress, put it on your website, and just get it going.

Sonya Palmer

Yes. Then when you do have a budget for SEO, that’s been baking at least. You at least have a little bit of a start, but what you just said’s interesting because it’s really easy to waste money on Google ads. If you don’t have someone who knows you, tens of thousands of dollars,

Ashton Bremer

Oh, you can waste money, literally in a blink of an eye, you can spend all of your budgets and get nothing. And that’s why I would say you have to have somebody who knows what they’re doing and that has actual results that they can. I would not, I definitely would not tell someone, oh, just hire anybody for Google ads.

Sonya Palmer

If you don’t have the budget for SEO, that’s okay. Start with content. And as you grow, invest in a digital project manager to cut down on time waste – increase productivity and your bottom line.

Ashton Bremer

So project management, You have to have one, a lot of them are good. We use Asana, there’s like Trello, what we used to use. They’re all the same, but having that really does help because so much gets thrown at me in a day. That I have to put it away somewhere until I have time to go back and start that project or think about that. So I’ll get an email, even if I get an email at 8:00 PM, I can stick it into Asana and be like, okay, I’m going to read that whenever, that’s not a priority now, but it will be. And then tracking everything. We love data. I really love data. I could spend all day looking at analytics, looking at our CRM, and even just looking at where every single lead comes from. I sometimes try to overcomplicate it, but we use Google Data Studio a lot just to. And we even had one specifically built from someone that has actually been very helpful for us. And then we had Dana from kick point. She built us our data studio as well. We have several different data studios that will go in and look at different sets of information. So for her, a lot of it is just putting all of our information from Google analytics and search console into a way that’s more easily digestible instead of cuz sometimes Google analytics is just a lot. You want it in a place where you can really look at it. But yeah, I would say data studio has been amazing and we, every campaign that we start will build out a data studio for it. And we’ll just, we’ll use that.

Sonya Palmer

I love that it’s also always going to make your efforts more effective and then your partners more effective. Cause they’ll know exactly what needs to be like what needs to be tweaked,

Ashton Bremer

And even for Rankings, we have two data studios and I think we’ve given access to them so that, y’all can see what we’re seeing. In real-time, instead of waiting for the communication.

Sonya Palmer

Yes. And we’re looking at organic traffic rankings, all of those metrics, even some of the more site-specific metrics like bounce rate, but we wanna know the same thing you guys are looking at, which is the phone ringing.

Ashton Bremer

What I’ve started doing with y’all is. Depending on my bandwidth for that month. Sometimes I’ll get really granular on things and then I’ll send over, okay, these are all the signed cases we got. And these are the specific pages that every single one came from. Now, sometimes that can be a lot because our CRM doesn’t integrate very well with other things. So I have to do it manually, but sometimes it’s fun. I love seeing The different pages that it’s coming from and I’m like, oh, this is working. That’s a new page. It gets me really excited.

Sonya Palmer

Oh yeah. I think better too. or even if you’re talking, it’s oh, will she share that with,

Ashton Bremer

Right.

Sonya Palmer

At that? I would love to see that I probably have it. That’s beautiful. Excellent. Thank you. I believe you’re a bookworm.

Ashton Bremer

Yes. I love books.

Sonya Palmer

What are you reading?

Ashton Bremer

So right now I am reading. a Joyce Meyer book. I just read this book called Over It, which is like a women’s empowerment book, which is really good by Kelsey Graham. And then my favorite book ever is Where the Crawdads Sing. And that movie just came out and I watched it and it was so good. And then probably The Seven Husbands of Evelyn Hugo. I love that.

Sonya Palmer

A very versatile take right there. Joyce Meer. Two a Husband of Evelyn. I love it.

Ashton Bremer

Yes. I read a lot of fiction and I have Chris’s Chris Dreyer’s where you track all the books you read.

Sonya Palmer

Oh, Good Reads. Yeah. Yeah.

Ashton Bremer

Yeah. And I look at his, and he’s always reading all these business books and I am all about consuming information and like learning, but sometimes I really have to shut my brain off and unwind cuz my brain is always going. And so I have to read fiction books to just go into a different world and not think about work or anything just so that I can fall asleep.

Sonya Palmer

When a firm reaches the size of one like Stewart J Guss’ the non-negotiables for a stellar client experience begin before the first call is ever made. From in-house and specialized marketing to 24/7 in-house call centers – the client comes first. Though the vast majority of female-run firms are still working toward this level of growth, remember that none of it happens overnight. Outsource where you can and invest in marketing – especially if you are a Personal Injury firm. A big thank you to Ashton Bremer for sharing her story and unbelievable insights with us today. You’ve been listening to LawHER with, me, Sonya Palmer. If you found this content insightful, inspiring, or just made you smile, please share this episode with the trailblazer in your life. For more about Ashton check out our show notes. While you’re there, please leave us a review or a five-star rating. It really goes a long way for others to discover the show. I’ll see you next week on LawHER where we’ll shed light on how another of the brightest and boldest women in the legal industry climbed to the top of her field.

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