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2022 Legal Marketing Trends Report

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The Content Loop™

Our Proven Process

Producing content on a monthly, recurring basis creates consistent and ongoing touch points with your network, keeping you top of mind and building your brand, so that no lead, referral, or opportunity is missed. They stay “in the loop.”

1

Recurring Touchpoints

We create content on a recurring basis as ongoing touchpoints with your network. This keeps you top of mind and builds your credibility so that no lead, referral, or opportunity is missed. You keep your audience "In the Loop."

Audience

Email List, Leads, Referrals, Clients, Colleagues, Relationships, Family, Friends, Vendors

2

Relevant Content

For the touchpoints to work, the content needs to be appropriate. We create content that educates your audience, provides value, answers questions, and is relevant to your world and theirs, finding the right balance...often repeating themes to build your authority as an industry leader!

3

Content Multiplication

Content volume is key, and we increase your total content by repurposing content to make even more. A few core pieces can be used in multiple places. For example, blogs are not only website content but are used in newsletters and as social media posts. Same for video, podcasts, etc!

4

Evergreen Consistency

Most marketing only works in the short term, but content is an evergreen solution. It will always work! So, we keep your content running consistently, repeating the process and reiterating your brand and services. Consistency in the long run creates a strong foundation, and makes all marketing work better!

Results

More Referrals
Better Clients
Higher ROI

Our Story

“We create content that focuses on your credibility and expertise, keeping the spotlight on your firm and helping you stand out from the crowd.“

You want to build a thriving practice. Each business owner may define it a little differently, but we believe it comes down to a desire to create the life you want for yourself and your family while providing great legal work to as many clients as possible. Often, this means a practice that allows you to make more money while working fewer hours!

We know they didn’t teach much about running a law firm or accounting office, let alone marketing, in school. But, one thing that is key in any successful business is reliable and consistent marketing.

The right marketing should help bring in the right kinds of clients. And, it should help you charge the appropriate rates, which in turn helps you grow your firm and your team.

Spotlight Branding was founded because we saw a need to help business owners put the right marketing in place. Truth be told, we think many firms are investing their resources in the wrong place. Or perhaps, in the wrong order.

And, it’s not their fault…it’s not your fault. Our industry, and many so-called “experts,” have been pushing a narrative that neglects some of the most foundational components of marketing.

This is why we believe there’s a better way to market a law practice or a financial firm.

For too long, marketers have been overly focused on ads, search engines, and funnels. As a result, they have led business owners down a path that results in wasted resources, frustration, and failure.

We believe the best marketing starts with building a strong brand—which means telling your story and positioning yourself as a credible expert. We believe in maintaining top-of-mind awareness, which drives referrals and repeat business. We believe in marketing that creates higher-quality clients by educating and empowering them—not simply “selling” to them. These are tried and true marketing principles that have stood the test of time. But they have been sorely neglected.

Most importantly, we believe in the power of marketing loops, rather than funnels, that continue in perpetuity and constantly remind people of who you are and how you can help them.

The best marketing makes you unforgettable. Unforgettable because you look so good that you become the ONLY logical choice—after all, people want to work with the best. And, unforgettable because your marketing helps you stay in touch so no opportunity or referral is missed.