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…
Overcoming Challenges With The Tools
We’ll seek advice from established professionals as we continue our conversation about mental health in the legal industry. If you have seen a documentary called Stutz, you will have a…
A Humble Strategy For Keeping Your Mind Quiet
Am I a mental health professional? No. Did I study psychology or a related field in college? Also, no. However, there are two reasons why I am taking the time…
What Do You Want Your Social Media To Do?
There are almost five billion people on social media, and, on average, people use 6.7 platforms daily. (https://backlinko.com/social-media-users) Many attorneys who use social media in their personal lives also use…
More Marketing In Less Time
There were (at least) two key statistics in our 2024 Legal Marketing Trends Report that warrant us discussing how a law firm can market itself effectively in less time. The…
Shield Your Eyes From Vanity Metrics
Advertising and marketing have changed significantly in the last 60 years. The most obvious one is technological advancement. In the 1960s, marketers relied on print media, radio, and television. These…
Content Is Vital To Direct Marketing
There is a divide in the advertising/marketing community between two methods: Brand Marketing & Direct Marketing. The former is the Volkswagen commercial during the Super Bowl, the Pepsi logo on…
What “Word-Of-Mouth” Looks Like In The Digital Age
Word-of-mouth marketing is a timeless and powerful tool for influencing decisions and driving sales. In the past, this involved one person telling another or pointing them toward a product or…
Stages Of Awareness: Most Aware (Part 5)
In our final discussion on the stages of awareness, we will veer slightly off course. We will briefly discuss what the most aware stage looks like, as described by Eugene…
Stages Of Awareness: Product Aware (Part 4)
We’re reaching the point in your prospective client’s journey where they recognize the product and understand what it offers but are still hesitant to book a consultation. (Although Breakthrough Advertising…
The 5 Stages of Awareness for Legal Marketing – Ep 664
Your law firm may be marketing, but do you realize who are you even marketing to? No, we don’t mean your target audience. We mean one level deeper that you…
Stages Of Awareness: Solution Aware (Part 3)
Once a person or potential client realizes they have a problem, they naturally seek solutions. As we have discussed previously, these are the types of people who will move to…
What Makes Your Law Firm Different? – Ep 663
There are most likely about 50 other law firms in your area (depending on the setting, of course) that do what you do. How can you differentiate your firm from…
Being There For Those In Need – Ep 662
Okay so someone knows that they have an issue that needs solving. How can you be the one to help them along their journey without actually talking to them?On this…
Stages Of Awareness: Problem Aware (Part 2)
As a law firm—or any other business for that matter—you’re swarmed by a hoard of different marketing tactics. While there is room for what is new or trendy, the best…
The Potential Clients Who Don’t Know They Need You – Ep 661
How can your law firm help someone who doesn’t even know that they need your help? Or help at all!On this episode, Eddie & SMike talk about those potential clients…
Does Your Audience Even Know Who You Are? – Ep 660
Hopefully, by now, you know who your target audience is. However, have you considered if your audience even knows your firm? How well do they know your firm?Eddie & SMike…
Stages Of Awareness: The Unaware (Part 1)
Some products and services solve problems you don’t know you have. Think about the person who thinks they don’t need an estate plan—and don’t take the time to learn about…
A BIG Change is Coming to LFMM
We want to thank John for the multiple years of providing awesome content via the Law Firm Marketing Minute! His shoes are going to be tough to fill, but we hope…
You Don’t Need Bigger Traps; You Need A Bigger Market: Part I
In 1966, a mail-order copywriter published a book called Breakthrough Advertising. It is the foundation for everything I have come to believe and embody as a marketing professional. However, you…
Farming, The Grateful Dead, & Law Firm Marketing
Our CEO, Marc Cerniglia, once talked with Gary Vee about the difference between hunting and farming. Hunting is to lead generation as farming is to lead nurturing. Many successful attorneys…
Best of LFMM: The Legal Mind as a Business Innovator
Discover how to transform from a skilled lawyer to a savvy law firm owner with Spotlight Branding’s Founder and Owner, Marc Cerniglia. Could it be that the key to a…
Push vs. Pull Marketing (Embrace the Latter)
This is a conversation about content and why firms and businesses build their marketing strategies around it. One of the greatest misconceptions about content marketing is that it is a…
Best of LFMM: Balancing the Scales of Mental Health and Career in Law
Battling weathering storms in Charlotte, I’ve come to understand the unpredictability life throws at us. As we reach episode 400, I’m back to share the journey, offering not just marketing…
Spotlight Branding Does SEO (But We’re Not An SEO Company) – Part 2
In our previous blog, we spoke about the core beliefs that shape our approach to marketing for law firms. While we respect SEO’s role in a larger marketing plan, it…
Best of LFMM: Decoding the Essentials of Law Firm Storytelling
Lawyers often aren’t great at extolling their own virtues. Today we’re talking about why leaning on someone else to be your biggest cheerleader can bring big value to your marketing….
Spotlight Branding Does SEO (But We’re Not An SEO Company) – Part 1
The Anti-SEO Report is still displayed on our free resources page, and we will stand by what it says. However, the title alone doesn’t paint the whole picture because we…