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 it focuses on your existing network. Your network comprises your past clients, people you meet at networking events, and potential clients who are interested in you but don’t need legal services yet.
Content marketing is about targeting your established audience because people can’t refer you to their friends, colleagues, and family if they don’t remember you. Law firms have to maintain relationships beyond the initial point of contact. If not, you won’t be their first thought when they (or someone they know) need legal services.
The most efficient way to achieve this is to give away free and valuable information. Your audience will receive reliable information from an established and credible attorney; in return, you will stay at the top of their minds. It’s a trade: You give away educational content and receive referrals and consultations from your network. This is what we mean by farming.
But I Want To Grow My Network
Before now, Spotlight Branding wasn’t set up to provide lead-generation services for our clients. We touted (and still do) that we could triple your referrals and get you higher-quality clients simply by staying in touch with them—which many firms don’t. Asking a content marketing company to generate leads would be like asking a family law attorney to form a trust. In short, we were part of a marketing solution but not a complete one.
But we are now.
Spotlight Branding joined with Danny Decker and his team, formerly of the Automatic Marketing Agency. They are experts in lead generation. They employ Facebook, Instagram, and LinkedIn Ads while also creating lead magnets, landing pages, and drip campaigns. Danny and his team understand the art and science behind delivering qualified leads to their clients each month. Spotlight Branding needed (marketing) hunters.
A Natural Merger
To be successful, a law firm must generate leads, meet with clients who need its services, and nurture the leads who don’t. Neither Danny’s team nor Spotlight Branding was a complete solution. The beauty is that both sides become one when they work in tandem. This is how we became Spotlight Marketing & Branding. Here’s what we deliver:
- Award-Winning Web Design & Branding
- Content Marketing to Drive Referrals & Repeat Business
- Paid Ad Funnels—Including Facebook Ads, LinkedIn Ads, & Google Ads to Generate New Leads & Clients
Danny Decker understands and appreciates content marketing because he co-founded Spotlight Branding with Marc Cerniglia. In 2018, Danny left Spotlight Branding and eventually started his own business, though we maintained a strong, professional relationship with him.
By 2025, Danny and Marc developed two successful agencies that simultaneously lacked what the other had. Spotlight Branding wanted to offer lead-generation services, and Danny wanted to provide the marketing services a law firm would need once the lead had been delivered.
Spotlight Marketing & Branding Is A Complete Solution
No, we still don’t offer SEO—but you won’t need it. What your firm requires is a fresh stream of qualified leads. Instead of gambling on SEO gimmicks, get leads delivered to you. Not only will we grow your network, but we’ll also create professional and award-winning websites for them to see. Your blogs, videos, and social media will establish your presence and nurture the leads we generate. Spotlight Marketing & Branding is a one-stop agency for anyone in the legal community. Speak with one of our Business Development Managers (Jana or Sofia!) to learn how we will provide you with an all-encompassing marketing solution. We want to be the only marketing agency you’ll ever need for the life of your firm.
Spotlight Branding
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