The Game-Changing Marketing Solution No One Else Knows About: Meet the Content Loop™

If you’ve done more than five minutes of research on marketing, you’ve probably heard that to succeed, you need to “build a funnel.” Marketing funnels are all the rage right now. The idea is that you use your content, digital advertising, points of contact, and other marketing efforts to suck leads into the broad end of the metaphorical funnel and guide them to the bottom where they become consultations or clients. But this method has one huge problem — and my team has solved it.

The issue is that marketing funnels end. When you use the funnel method, your goal is to gather leads and turn them into consultations. But once they’ve booked with you … then what? The funnel method says, “You’re on your own, sucker!” It’s up to you to figure out how to close, nurture, retain, and upsell those clients going forward. The funnel is no longer useful.

In our view, this traditional method is incomplete. Most marketing companies don’t see this — or if they do, they just don’t care. That’s because they’re focused on the topnof the funnel. These big companies are just interested in helping you generate leads and turning them into clients. Once they’ve hit that metric, they’re out! This might sound nice (they’re doing their job, right?), but what it means is that the long-term success of your business doesn’t matter to them.

But it matters to us. We care how many clients the firms we work with bring in, AND we care how many they keep. Looking at the marketing funnel, we knew there must be a better, more holistic marketing solution. So, we sat down and came up with a revolutionary strategy that helps law firms not only win clients but also retain them, nurture them, and keep them engaged. We call it The Content Loop™. For our clients, we build loops, not funnels.

So, what is The Content Loop™? The idea behind our proven process is pretty simple: The loop closes the end of the funnel so clients no longer “fall out” after you schedule them for the first time. Basically, we took the end of the funnel and stretched it around to connect with the top. We create a loop for you by putting out content consistently, including blogs, videos, social media posts, e-newsletters, and website updates.

This flow of content creates ongoing touch points with your network — the leads, referrals, referral sources, clients, colleagues, strategic relationships, family, and friends moving inside the loop. When you keep up the flow, it keeps your brand top of mind and builds up your reputation over time so no lead, referral, or opportunity is missed. We diversify this content and blast it out on all of the common channels so your marketing efforts reach everyone in your network: avid readers, video junkies, and social media surfers. Over time, you’ll inevitably become a familiar, trusted brand.

When you build loops instead of funnels (or let us build them for you), it’s impossible for your network to forget who you are and what you do. This method is proven to lower churn and strengthen relationships. We’ve tailored it specifically for law firms and perfected it over time. At this point, I’m confident it’s the best system on the market for lawyers.

Helping our clients retain THEIR clients is integral to what we do. Your success is our success. This is so vital to Spotlight Branding’s ethos that we created a proprietary process to make it happen and gave it a pun-tastic name. (The Content Loop™ keeps your clients “in the loop” — get it?) If you’re still building funnels or if you haven’t let us leverage your loop’s full potential, you’re stuck in the past. It’s time to call us up and ask, “Hey — how about you build me a loop?”

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Spotlight Branding

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