Starting In January Means Beginning In December
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…
Confessions From A Former SEO Copywriter
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…
Expand Your View On AI
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…
Two Effective Lead Nurturing Tactics
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…
What Successful Marketing Looks Like
I heard someone tell (what I assume) to be a made-up story about a group of people meeting at a baseball field. The group leader tells everyone that their job…
AI Made SEO More Of A Risk
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…
Let’s Simplify Referrals
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…
How To Leverage YouTube
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…
Creating & Capitalizing On Touchpoints
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…
Four Legal Marketing Misconceptions
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…
The Marketing Dictionary
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,…
The Four Mistakes People Make With Social Media
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…
Challenges That Women Attorneys Face
The legal profession has seen progress in gender diversity, yet women continue to face significant challenges in advancing their careers. Despite breaking into the field in more substantial numbers, many…
Your Kids Don’t Understand Social Media More Than You
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….
Niching Down To Find Your Ideal Client
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…
A Spotlight Branding Case Study on CLARK.LAW (Part 5)
In Part 4, we explored the growth of CLARK.LAW and the challenges Chris Clark faced in expanding his team. This final part will discuss the often-overlooked element of raising rates…
A Spotlight Branding Case Study on CLARK.LAW (Part 4)
In Part 3, we discussed how Chris Clark launched CLARK.LAW’s marketing efforts and overcame his initial hesitations about blogging. Now, we’ll explore how content marketing contributed to the firm’s growth,…
A Spotlight Branding Case Study on CLARK.LAW (Part 3)
In Part 2, we explored why content marketing was the perfect fit for CLARK.LAW. Now, we’ll discuss the initial steps Chris Clark took to launch his firm’s marketing efforts and…
A Spotlight Branding Case Study on CLARK.LAW (Part 2)
In Part 1, we explored Chris Clark’s transition from a large law firm to establishing CLARK.LAW. Now, we’ll discuss why content marketing was the perfect choice for Chris’s approach to…
A Spotlight Branding Case Study on CLARK.LAW (Part 1)
Chris Clark’s journey from a large law firm to starting his own practice (CLARK.LAW) is a testament to aligning professional ambitions with personal passions. This five-part series delves into his…
The Evolution of Stott, Hollowell, Windham, and Stancil, PLLC
When Stephen Hegedus earned his law degree in 2014, job opportunities were scarce. He began volunteering and soon decided to create his own career path by launching a solo practice….
What Can Coaching Do for You? Part 2
This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….
What Can Coaching Do for You? Part 1
This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….
The Cheapest Way To Get On The First Page Of Google
Here’s the solution to all the problems I pointed out in the previous blog. As a quick refresher, there are more firms than good spots on the first page of…
Firms Spend Thousands On Invisible Billboards
Have you seen this title before? If you have, it’s because I wrote a sales email with the same title. Writing a blog based on a sales email is not…
How To Get People To Show Up To Your Webinar
How many calls, meetings, and clients do you have today? You likely have enough to cause an ulcer. When people set up webinars, they often overlook how busy their attendees…
Does Building A Marketing Plan Still Scare You?
It used to make me uneasy. We have met people in the marketing industry for over ten years who get anxious when building one. I want you to walk away…
How A Law Firm Grew By 30% With Spotlight Branding
When Brett Trembly founded Trembly Law Firm, his business and corporate law practice, he recognized the importance of investing in his “online real estate.” Brett has always been committed to…
Answer This Question Before You Market Yourself
Regardless of your chosen practice area(s), pretend you are an estate planning attorney. You set up various types of trusts, draft wills, and help your clients title their assets appropriately…
The Equation for Better Law Firm Clients – Ep 719
Did you like this episode? Dislike it? The CEO of Spotlight Branding, Marc, has come up with an equation that, if followed, will lead to better clients for law firms.If…
TOMA + Branding = Better Clients
For years, we have expressed our belief in content marketing through a concept called The Content Loop—and we still do. The Content Loop stands in contrast to a funnel because…
Transforming Elder Advisors Law
Elder Advisors Law—a firm dedicated to elder law and estate planning—faced a significant challenge: their marketing could have been more cohesive with consistent messages and disjointed content. This “hodgepodge” approach…
Lessons Learned in Fluidity Part Five: A Mind Map for Leadership
This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….
Building A Marketing Plan: Failing Is Good & How To Do It Less (Part 10)
You must expect some of your marketing efforts to fail in the short term. We discussed having a confidence scale at the end of the previous blog. Each marketing initiative…
Building A Marketing Plan: How Long Should I Wait Before Pulling The Ripcord? (Part 9)
To pick up where we left off, let’s discuss your options for marketing plans that aren’t working. When something isn’t generating a return, you must either modify what you are…
Law Firm Leadership Part Four: Learning and Development Program Outline Introduction
This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….
Building A Marketing Plan: What Happens If I Waste The 10%? (Part 8)
In our last post, we discussed how much money you should spend on marketing. We advocated that you should allocate 10% of your revenue toward marketing. Now, imagine the person…
Building A Marketing Plan: Budgeting (Part 7)
Throughout the previous six posts, we have addressed 1-3. The last point, cost, is probably the most straightforward, even though it’s the one most people are concerned about. It is…
Building A Marketing Plan: Figuring Out Your Goals & Intentions (Part 6)
After our previous blog, we discussed how a great marketing plan includes goals and intentions. There are several different types of marketing, and each one should have an associated outcome….
Building A Marketing Plan: Maintaining Your Marketing Plan (Part 5)
This is where we will address the elephant in the room surrounding ROI. After our blog on how to get started, we said that your plan has to be dynamic…
Building A Marketing Plan: What Version One Should Look Like (Part 4)
In this next blog, to give you an idea of where we are heading, we will explain how to maintain your marketing plan. Before you adapt and work with it,…
Building A Marketing Plan: Six Categories To Get You Started (Part 3)
Ok, so you’ve committed to building a marketing plan. You have a spreadsheet with four rows, one for each quarter, and a blank series of columns because you are unsure…
Building A Marketing Plan: Using The Categories (Part 2)
In the previous blog, we discussed the fifth step in a marketing plan: organizing your marketing plan under several different categories. We mentioned that you could either have a category…
Building A Marketing Plan: What Is A Marketing Plan? (Part 1)
Many people ask what they need to start developing a marketing plan. However, we question to what degree most law firms either have a marketing plan or think they have…
Embracing The Effectiveness Of Video Content
If you have ever sat down with any of us at Spotlight Branding when we have gone over the Content Loop, you would have heard us discuss touchpoints. Examples of…
Personality Vs. Professionalism On Social Media
After doing some quick napkin math, I figured I had had around 700 phone conversations with attorneys. Though each one was professional in tone, we discussed surfing, hockey, jiu-jitsu, music,…
Give, Give Some More, Then Ask
Before you read anything else, please visit our company website, schedule a consultation, meet with one of our employees, and choose us for your content marketing. Did you do it?…
Gathering & Utilizing Client Feedback
Your previous clients are your best salespeople. Because you have established trust with them and have proven your ability to deliver an appropriate resolution, they are in the best position…
Tips For Mastering Client Communication
Communication is a tool that bridges the gap between confusion and clarity. Despite its importance, it’s one of the first things that gets cut out when people are short on…
Integrating Physical Training Into Your Firm
Stick with me on this one. We are not advocating that you take your attorneys and staff on forced marches or go to the parking lot for burpees. There are…
