Even if you do it in-house, legal marketing is a full-time job. Some attorneys take on this massive undertaking themselves. These people weren’t just running a firm—they were expected to…

YouTube has long since moved beyond being a basic video-sharing site. YouTube began as a site for uploading homemade clips and viral videos—now it’s a predictive engine that curates content…

The first real blog we dedicated to whether law firm owners should incorporate AI into their firms was posted in October 2023. The date is only important as it shows…

Most people have heard of SEO. It’s the long-term strategy for showing up in unpaid search results. You write content. You structure it properly. And you try to climb Google’s…

When you realize that 500 hours of video are uploaded onto YouTube every minute, stop and take notice. Lawyers may push back against being on camera, but the data says…

Law firms will spend money on ads, invest in a new website, and test out social media campaigns, but they will still wonder why leads aren’t converting at a higher…

Before writing this blog, we went to Google and asked it a general question: What is an estate plan? Two years ago, you’d see sponsored ads above the organic results….

If you have been on social media or even the internet in the last few days, you may have come across this new thing called Veo 3. We wanted to…

Recently, we’ve been discussing how effective email marketing can be. Anyone who has worked with us or has read this blog knows how strongly we encourage people to send an…

This is not a knock on Google, but more of a slight nudge to people who think it is the only method of getting more clients. Part of the reason…

People often tend to view marketing as a checklist. There are professional marketers who do the same thing as well. It’s an easy trap to fall into, especially if you…

Let’s imagine that you, as the owner of a law firm, have accepted that you need a presence on social media. You want people to look you up after they…

Marketing is helping a product or service connect with those who want to buy or use it. Regarding Facebook ads, you could have the cleanest copy, the most eye-catching creative,…

You will get mixed responses when you talk to people who have run Facebook ads. You’ll hear everything from how effective they were to how they needed to be pulled…

Without question, Facebook ads can generate a steady stream of quality leads, but a few caveats go along with that. Even though we are a marketing agency that creates them,…

Advertising on Facebook can be rocket fuel for growth. Whereas content marketing is effective for driving referrals and nurturing leads, Facebook ads will expand your network and reach. Although we…

Paid advertising isn’t about preference—it’s about data. Some ads convert, others don’t, and the difference comes down to structured testing, not guesswork. A/B testing (split testing) removes the mystery from…

People want the “one” marketing tactic that gets people in the door. We have had discussions with clients who expect X number of consultations for each blog they publish. This…

Digital advertising isn’t just about getting in front of an audience—it’s about getting in front of the right audience at the right time. With that in mind, there are two…

When I published a blog about people’s anxiety about marketing, I related it to the abundance of choice. There are too many different types of marketing, and not all of…

Search Engine Optimization (SEO) has been touted for years as the cornerstone of digital marketing strategies. The promise is enticing: get your law firm to the first page of Google,…

At its core, marketing centers on getting qualified people in the door who need your services and understand how you resolve their problems. Much of this is done through building…

FOR IMMEDIATE RELEASE Spotlight Marketing & Branding Announces Merger with Danny Decker’s Team to Expand Legal Marketing Services Charlotte, NC – [Feb 6, 2025] – Spotlight Marketing & Branding is…

For as long as I have been publishing this blog, I have talked about the difference between hunting and farming (regarding marketing). Content marketing is akin to the latter because…

Content marketing centers on balancing creativity, strategy, and execution. Due to how quickly people have adopted AI, there are new platforms for creating content on an unprecedented scale. For law…

I need to point out that a human wrote everything you are about to read. If you don’t believe me, please put this entire blog into an AI checker of…

One of the misconceptions we focus on is the disconnect between reach and the number of clients coming through your door. In marketing, reach is the number of people who…

All the advice we give about marketing comes from things we do ourselves. In other words, we market our agency the same way we market our clients. You won’t catch…

During a recent meeting, we discussed the differences between SEO and content marketing. (Our allegiance lies with the latter.) One of the most interesting trends is that people try content…

I wrote about the difference between hunting and farming (marketing metaphors) in April 2024, but the confusion around this basic concept is deep enough that it bears repeating. As someone…

Marketing plans are nothing more than organized approaches to promoting your law firm. Many people avoid making them simply because they don’t know how to get started. All they need…

When we published our 2024 Legal Marketing Trends Report, it said that 65% of law firms either didn’t have a marketing plan, checked it once a year, or couldn’t remember…

I used to be an SEO copywriter. When I was hired, one of my first assignments was to get a product onto the first page of Google, and I did…

I have spent a decent portion of my adult life writing. I have published over 2,500 legal blogs, had a story in a magazine, created print ads, and churned out…

Business owners must understand the difference between lead nurturing and lead generation, yet few do. Lead generation focuses on attracting new potential clients to your business, often through ads and…

The reason why law firms and other businesses choose to invest (sometimes) vast sums of money in Search Engine Optimization (SEO) is apparent. The logic fits. You get on the…

Good attorneys will get referrals regardless of how they market themselves. However, they’ll get more of them if they do. Tracking referrals is one of the most important things your…

Everyone quickly mentions Google, but YouTube is the world’s second-largest search engine. It has over 2 billion active users and deserves a place in your marketing plan. It’s a solid…

Look at some of the marketing services we provide our clients: websites, blogs, e-newsletters, video FAQs, social media, and podcasting. These were not random choices but were designed to work…

You must determine your goals before developing a marketing plan or strategy. Marketing is as broad a term as legal counseling. Under both umbrellas, there are a multitude of disciplines…

Recently, I created an advertisement for a magazine (people still do this occasionally). It was for Spotlight Branding and briefly discussed content marketing, ROI, and SEO. Like any proud son,…

We’re going to get right into this one. Remember, as I have said, you must know what you want to achieve with social media before you start marketing yourself on…

Years ago, one of my clients asked to speak with me about their law firm’s social media. We’d posted educational content (blogs, videos, relevant articles), quotes, and calls to action….

I once worked with a client who offered business law and estate planning services. One of his largest challenges was working in New York City, where there would never be…