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 doing or allocate your money elsewhere. (To be fair, you can adjust your goals, but we are looking at this strictly from a budgetary standpoint.)  Whether you want to tweak something or withdraw money, there’s an underlying question of Read More

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. Having coached lawyers from coast to coast spanning numerous practice areas and at all stages in their careers, Gary continues to expand and hone his knowledge of the legal industry with every new client engagement. So far in this leadership Read More

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 who’s law firm makes $2,000,000 a year in revenue. Are we arguing they should prioritize using $200,000 of that on marketing?  Yes, we are.  We spend 20% of our revenue on marketing to show you how serious we are. There’s no Read More

For those with us throughout this blog series, you have read about a marketing plan, how to organize one, and how to track it. To reiterate, there are four distinct components of a great marketing plan:  What your firm is doing  When you are doing it  What do you think it is going to result in (or what do you hope it accomplishes) What it is going to cost Throughout the previous six Read More

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. At Spotlight Branding, the blogs, email newsletters, and social media we write for our clients help them stay in touch with their existing network. Not many measurables are associated with that tell the whole story.  If you Read More

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 and adaptable. That doesn’t answer what needs to change and when you should do so. There’s that old cartoon of a person standing at the bottom of a large hole while digging for gold. The viewer can see that the person is inches from finding the treasure. However, the Read More

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, you still need to have some sort of product. Hence, we want to give you all the tools you need to build Version One of a marketing plan. Version One will be complex for many people, so we wanted to make it easier.  What Marketing Are We Going to Be Doing? As a Read More

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 what categories to use. Though we will give you some ideas to get started, it is also important to note that you don’t need four rows. Why? Because nothing says, you have to do this by quarter. That is how we do it here at Spotlight, but that doesn’t Read More

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 entitled “Social Media” encompassing organic posts (things you post for free) and paid digital ads through various social media platforms, or you could have separate ones for each. The key point is that there was no right or better Read More

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 one. For instance, as we begin discussing a marketing plan and its components, you may realize that what you have is falling considerably short.  That’s not to say that a marketing plan is overly complex. As you read this blog series, you will Read More