Legal Marketing Is Rapidly Becoming More Complicated 

July 9, 2025
Spotlight Marketing & Branding

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 be a blogger, podcaster, advertiser, email copywriter, SEO strategist, and social media manager. Understandably, true solos do this because it’s a need, and there’s not enough money to engage a third-party vendor to do it for them. 

Anyone who has sat down to map out a legal marketing plan will tell you that the issue has never been a lack of options. If anything, the problem is the opposite: there are too many tactics and too many platforms. Whether it was organic social media, email newsletters, paid ads, networking, or blogging, small law firms have always struggled with knowing where to allocate their time and budget. Even the “safe bets” came with constant updates, algorithm shifts, or increased cost per click.

What we’re still seeing is that AI is making things easier while simultaneously making them more complicated. Platforms are introducing new tools, while legal marketers try to gain command over the previous iterations. People’s expectations around content are rising. AI-generated content is flooding every platform, making it harder for your voice to stand out. And if you’re feeling like it’s difficult even to figure out what “working” looks like anymore, you’re not alone.

While most small law firms aren’t marketers, they still face the same pressure: How do you build a marketing plan when the strategies keep evolving and changing?

There Are So Many Channels 

You know you need to market your firm. But which channel? Which format? How often? And who are you even trying to reach?

For small and solo firms, the confusion starts when everything feels equally important. People look at whether they should invest in writing a blog, sending out newsletters, posting on Instagram, and launching a podcast. And there’s still that voice that says you should create video content or create a lead magnet.

This is also where AI has made it more overwhelming. It promises to save time, but only if you have time to figure out how to use it. It generates content in seconds, but that doesn’t mean it’s content your audience cares about. And it creates a new layer of competition, because now, you’re not just competing against other firms. You’re competing against automated content mills pushing out thousands of posts a day.

The truth is, legal marketing today is a volume game, but it’s also a relevance game. Not every option fits your goals, time, or budget. Showing up everywhere isn’t the answer. Showing up consistently in the right places with the right message is. That’s not easy when you’re trying to balance client work, manage a team, and run a practice.

The Value of Systemization 

The firms that are succeeding aren’t necessarily doing more. They’re doing the right things consistently. They have a system. They produce high-quality content—such as blogs, newsletters, videos, and posts—that reflects their expertise. Then they promote that content with paid ads to make sure the right people see it.

They know that content alone isn’t enough—visibility matters. Reach matters. That’s why they focus on distribution—so that the effort they put into creating valuable, helpful content doesn’t go to waste. And because they’re consistent, they build trust over time. They stay top of mind. They get more referrals. More qualified leads. Better clients.

It’s not overly elaborate, but it’s undoubtedly as reasonable as it’s sustainable. You don’t want to put yourself in a position where you have to constantly adjust your marketing plan and budget every time a new tool emerges. There will be time to incorporate them if you choose, but you’re not beholden to them. That’s the difference between marketing that builds trust and marketing that burns you out.

Spotlight Marketing + Branding Is A Turnkey Solution

We turn your insights and expertise into blogs, websites, social media posts, videos, and newsletters that resonate with real people. Then we make sure that content gets in front of your ideal clients through focused advertising.

Marketing is a necessity, but it doesn’t have to be another job on your list. With Spotlight, you don’t have to pick between being consistent and being busy. You get both. We’ll help you create a system that works—one that amplifies your message, grows your firm, and lets you focus on what you do best. If you’re ready to turn marketing from something you dread into something that drives real growth, let’s talk.

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