The Anxiety People Feel Over Marketing

All the advice we give about marketing comes from things we do ourselves. In other words, we market our agency the same way we market our clients. You won’t catch us touting content marketing while secretly running SEO-centric campaigns for our website. We also tell law firms to dedicate about 10% of their revenue to marketing, which we do ourselves. I am willing to guess that you don’t spend that much. The hesitancy to invest that much money is either rooted in the belief that you won’t see a return or you don’t know where to invest the money. 

The Abundance of Options 

I get it. There’s website optimization, pay-per-click, search engine optimization, social media, videos, newsletters, lead generation campaigns, retargeting campaigns, podcasting, landing page design, paid social media campaigns, chatbot integration, influencer partnerships, geofencing ads, and about twenty more things that I could name but won’t. Not only are there many choices, but you are bombarded by marketers who are all too eager to take your money to promote their strategy. Deciding where to start or how to prioritize strategies is enough to make people avoid it outright. 

The other half revolves around how lawyers pursue careers outside of marketing. There’s nothing wrong with admitting that you don’t feel confident designing, executing, or measuring results. I am more than comfortable saying that I cannot negotiate settlements, prepare motions, or attend a deposition. Abandon the fear of “getting it wrong,” which comes in the form of a neglected social media post, failing to match competitors, or being overrun with perfectionism. 

Rapidly Changing Marketing Trends 

In addition to all your choices, the marketing landscape changes and evolves. Consider Google’s alteration of its algorithm, new social media platforms, and AI-driven tools. The good news is that you don’t need to follow these changes, especially considering you don’t have the time for it. Content marketing has been around for hundreds of years, and it isn’t a trend. Betty Crocker’s cookbooks and video FAQs have in common that they give away information to reinforce the credibility of a product or service. 

I am confident that content marketing will exist fifty years from now, and I cannot say that for SEO gimmicks that try to trick Google into giving a website a higher ranking. Content marketing is built on the premise that you must give something to people that they want before you can ask them for anything. This works because it makes people more willing to invite you into their lives. 

Betty Crocker will teach you how to make scalloped potatoes or a pot roast, regardless of whether you buy one of their pre-mixed cake powders. They are willing to invest in their cookbooks because it reinforces their knowledge of food while staying relevant. When you buy one of their products, you are more apt to choose them over another brand simply because you know who they are. 

Content Is Still King 

This is the heart of content marketing; it nurtures relationships until someone is ready to buy or book a consultation. Instead of chasing trends or worrying about investing money into strategies you are unsure of, commit to the basic principles that have worked for hundreds of years. As a law firm, you should be putting out informative blogs, videos that answer people’s questions, and sending out a monthly newsletter to keep you top of mind. This is precisely what we do for lawyers—and it works. (It always has.)

The following two tabs change content below.

Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!

Latest posts by Spotlight Branding (see all)