I was talking to a lawyer who wanted to send out an email newsletter to all of his firm’s existing contacts, but he wasn’t sure whether or not he should give them the opportunity to first opt into the emails before he sent the newsletter. In other words, he wanted to send his list an email asking permission to email them. He was leaning toward taking this extra step, but I discouraged it.

Here was my thought process: Your contact list is full of connections you’ve already made. By giving you their email addresses and/or phone numbers, these people have agreed to a blanket opt-in. You can reach out to them without asking first because they’ve in effect already given you permission. All you need to do is provide a clear way for people to unsubscribe. There’s no need for a double opt-in.

BuT wHaT aBoUt ThE cAn–SpAm Act?

YEAH – that’s kind of the point of CAN–SPAM. If you provide a clear and easy way for people to unsubscribe, you’re in the clear.

Your contact list is one of your firm’s biggest assets. Buried in it are all kinds of hidden gems like repeat business, referrals, strategic relationships, and future introductions to important clients and partners. By tapping into the goldmine of your contact list, you can make your firm a lot of money; but all too often, law firm owners let this opportunity pass them by.

Another thing I hear from lawyers is that they aren’t leveraging their list because they don’t have one. This also isn’t true! If you have an email address, a CRM system, or even a drawer full of business cards, you have a contact list. Heck, if you have friends and family, then you have a contact list! Just start where you’re at.

Most CRMs and email platforms like Outlook and Gmail have the option to export your contact list, and often they can even sync with email marketing services like Mailchimp. With just a few clicks, BAM — you have a contact list ready for mass emails!

If you collect all of these names and addresses but never reach out to them, you might as well be throwing the business cards from your networking events directly into the trash can. Believe us, your contact list is a bigger asset than you realize. That doesn’t mean you should treat your friends, family, clients, and referral partners as dollar signs, but you should definitely keep them in the loop of what’s happening in your firm and take advantage of their interest and support.

One of the best ways to stay in touch with your list is by sending a weekly or monthly email newsletter. You can pack this email with firm updates; links to new blog posts, podcasts, and video content; and other reminders of what you do. This will keep your firm top of mind, and ensure that when the time comes where your skills would be handy, your contacts will think of you first.

If you’re not already sending out a monthly email newsletter, right now is the perfect time to start. The holidays are just around the corner, so reach out to your contacts to check in and wish them well. From there, you can build a monthly ritual and watch your income climb.

Business owners must understand the difference between lead nurturing and lead generation, yet few do. Lead generation focuses on attracting new potential clients to your business, often through ads and SEO. Lead nurturing involves building relationships with people already in your network—like past clients, referral sources, or leads who’ve shown interest—by staying top of mind and providing ongoing value. While lead gen aims to create new connections, lead nurturing strengthens existing ones to drive more referrals and repeat business.

Too many lawyers focus on lead generation and lose two-thirds of their possible referrals because they are constantly out hunting for cold leads. You’ve helped thousands of people and spent years doing it. It’s not selfish to expect that this work can pay you back. It’s evolved and efficient. 

Don’t Let the Conversation End

Lawyers overlook lead nurturing because they mistakenly view a past client as a past client. Past clients are your future salespeople—and they work for free. As an attorney, you guide people through very difficult situations, and the majority of these people will be forever grateful for what you did. When your past clients have a friend or colleague who needs an attorney, they will refer you because they want to pay you back. It also makes your friends and colleagues trust the referral source, e.g., you, more.

However, even if your past clients love you, they will likely forget your name. The only thing you have to do is to ensure you don’t miss out on referrals and stay in touch with them. Send them a monthly newsletter, ask them to follow you on social media, or subscribe to your podcast. Even if they don’t engage with you often, they will still see your name when your newsletter appears in their inbox. This is top-of-mind awareness. It’s why soda companies are plastered all over the insides of arenas. People will not see a Pepsi sign and run to a store, but they will be aware of Pepsi the next time they are thirsty. Stay in touch with your past clients and get more business from your strongest advocates. 

The Type of Content Matters

If you bombard people with messages about wanting more clients, they will tune you out or unsubscribe. This is the premise of Permissive Marketing vs. Interruption Marketing. Permissive marketing is a strategy where potential clients choose to engage with your content, like subscribing to a newsletter or following you on social media, allowing you to build a relationship on their terms. Interruption marketing, in contrast, involves pushing your message out to people who haven’t explicitly opted in, such as through ads, cold calls, or pop-ups. Permissive marketing fosters trust and long-term engagement, and interruption marketing aims for immediate attention at the risk of being intrusive.

As a lawyer, you are uniquely positioned to give people valuable information. Give it away. If your network feels they are getting tips and messages from a legal insider, they’ll stay connected to you. Furthermore, this information reinforces your credibility and expertise and strengthens your relationship. You get what you want by giving your audience what they want. 

We’ll Keep You Top of Mind 

Spotlight Branding’s strategy is built on what we have discussed. Lead nurturing capitalizes on your previous successes and increases your momentum. We create content that lends itself to permissive marketing. When you work with us, you’ll see how we generate three months’ content in your voice and brand with a thirty-minute phone call. To learn more, set up a meeting with our Business Development Manager. 

One of the biggest frustrations around marketing is that it is often difficult to truly diagnose why something didn’t work. After all, you may think you have a great strategy in place, but when it doesn’t produce the ROI you were expecting, it can be doubly frustrating to also not truly understand why.

Maybe your vendor didn’t deliver on their promises. Maybe you didn’t spend enough money. Maybe the message just didn’t resonate with your audience. Maybe there’s something broken internally.

Oftentimes we’ve seen issues within a firm completely derail an otherwise great marketing effort. You could be bringing in a ton of leads, but if they aren’t converting, the problem might lie within your own firm. In this article, we’ll look at three of the biggest potential issues.

1. Bad Systems

If you don’t have systems and processes documented in your firm (or you do it inconsistently), people won’t ever do things the same way twice, which leads to frustration and inconsistency.

Furthermore, a lack of documented systems and processes makes training more difficult. It makes for an inconsistent customer experience. And it makes everyone at the office a little frustrated (even though they may not know why), which carries over into how they interact with your potential clients.

2. Bad Reception

While most people will look up your website first when learning about your firm, the first actual interaction many people will have is with your front desk staff. Whether you have an in-office receptionist or you work with an answering service, these people will set the tone for what it will be like working with your firm. If they sound bored and lifeless or don’t really know what they’re doing, those valuable leads might go elsewhere.

3. Poor Follow-up

One of the biggest knocks against lawyers is their lack of timely follow-up on people who reach out. While most people may not expect their calls or emails to be returned immediately, they do expect to hear back within one business day.

Even if it’s an automated response confirming receipt of a message, just have something to let people know that you’re aware of their request and that they’ll be hearing from you soon. Otherwise, those people will go somewhere else.

You’re investing a lot of hard-earned revenue into your marketing. Make sure you have these three areas of your business shored up to ensure that you get the maximum ROI from your marketing.

The reason why law firms and other businesses choose to invest vast sums of money in Search Engine Optimization (SEO) is apparent. The logic fits. You get on the first page of Google, large numbers of people see you, and you’ll bring in clients. It’s why it’s more than a $20 billion industry in the U.S. alone. 

But behind the curtain lies the secret of how it fails more than succeeds. If there are 12 spots on the first page of Google, the first four will be paid sponsorships. These will get ~10% of the clicks. The first three organic results (unpaid) get ~60% of the clicks. Even if you are on the first page of Google and are the last organic result, you’re getting less than 1% of the traffic. You and ALL of your competitors are fighting for those coveted three spots.

How SEO Works 

SEO is a method for improving your website’s visibility on search engines such as Google. When people need legal services and have no one to ask, they’ll likely turn to a search engine. When one of these people searches for a term related to your firm (e.g., “Best Estate Planning Attorney in Boston”), SEO will determine whether your website appears in the search results. 

The vast majority of people associate SEO with keywords. They assume that if they use phrases like “best estate planning attorney in Boston” in their content, then they will rise to the top of the first page. SEO uses several different techniques in addition to keyword optimization. There’s backlinking, on-page optimization, meta tags, UX experience, and internal linking. 

SEO is a guess that tries to play to Google’s complex algorithms that determine rank. Although Google has never made its algorithm public, people assume that Google analyzes your content’s quality, keywords, and the number of websites that link back to yours. The most important thing to remember is that Google updates its algorithms reguarly, which could disrupt your previous SEO results. 

Why SEO Likely Won’t Work For You 

The main reason that SEO won’t work for you is that it is highly competitive. 15 years ago, ranking higher in a few key areas was easier. However, the amount of people using SEO has increased significantly. The obvious conclusion is that standing out has become much more complicated, especially for small businesses (and firms) that don’t have the budget or resources to outspend larger ones. 

Now with the rise of AI, SEO is getting even trickier. Search engines are now using it to determine results and rankings. Google uses AI in what they have dubbed the “search generative experience.” You may have seen it. It answers your questions without the need to click on websites. This increases the challenge for SEO marketers because their content will create answers. The searcher may not need to view the website regardless of its rankings. 

ChatGPT and other AI systems give people the option to bypass search engines. People want answers, not a list of websites that could provide them answers if they look hard enough. Backlinking, also a key component of SEO, is much more challenging now. Years ago, you could get another website to write a blog and include links to your website. Like keywords, there are simply too many people doing it to be an effective solution. 

Choose Content Over SEO

Content marketing is designed to nurture your relationships with your past clients. It keeps you top of mind and generates referrals. Because no one has your network, you have an opportunity to use marketing that actually works. Want to learn more? Contact our friends at Spotlight Branding to see how content marketing can be a more effective strategy for your firm. 

Before you read anything else, visit our friends over at Spotlight Branding, schedule a consultation, and pay them for marketing service. Did you do it? Probably not. You haven’t gotten anything out of this article yet.

So then why do so many lawyers use social media as nothing more than a digital billboard that constantly tells people to call their office? And so many of you wonder why social media doesn’t work for you.

The impetus behind content marketing is to provide value to your audience before asking for anything in return. (Sometimes you won’t have to ask at all.) When you do this, you build trust and nurture relationships, which are components of long-term success. By sharing educational and useful information, you attract and engage people, making them more likely to choose your firm when the time is right. 

The Power of Giving 

Giving is a central piece of content marketing. Your content should share valuable information so future clients can solve problems and make informed decisions. This could be through blog posts, videos, newsletters, or social media content. You position your business as a helpful resource by consistently providing valuable content.

Continuing to give valuable content keeps your audience engaged and builds loyalty. When people see that you consistently provide helpful information, they are more likely to return to your website, follow your social media channels, and open your emails. This ongoing engagement strengthens their relationship with your firm.

Consistently putting out blogs, resources, videos, and other content helps prospective clients understand how your firm is uniquely positioned to resolve their legal issues. It also enables you to build loyalty and retention with clients you have previously worked with—who can also refer you to their friends, family, and colleagues. 

The internet completely disrupted the way customers research products and make purchasing decisions. Historically, companies relied on traditional sales and advertising tactics such as TV and print ads or face-to-face relationship building to drive sales. Seth Godin referred to this as interruption marketing. But the internet has made information broadly available so people can do their own research without needing to engage directly with an organization unless they want to.

The Right Time to Ask 

After consistently giving value, asking people to book a consultation is appropriate. When you read blogs, you will notice that the last paragraph is when someone is trying to sell you something. By the end, your audience trusts you and is more likely to respond positively to your request.

Content marketing is important today because it reaches clients who do their own research. Compelling content motivates prospects to learn more and ultimately convert. Create a content strategy that supports your firm’s overall marketing plan. A content strategy typically includes audience personas, topics, channels for distribution, and a publishing schedule. 

How About Now?
Now is the right time to ask. If you got any value out of this article about content marketing and would like to continue this conversation with us, we would be happy to do so. We’ll discuss how we can write blogs, create social media posts, make videos, and create educational and value-based content for your firm.

In the marketing world, you’ll often hear two terms floating around that may seem like nothing more than two ways to say the same thing: A marketing “plan” and a marketing “strategy.” However, there is a very distinct difference.

  • A marketing strategy is your overall philosophy towards marketing. It encompasses the various tactics, avenues, etc. that you intend to use and the overall result you want to achieve. It is your “Why” when it comes to your marketing.
  • A marketing plan is a roadmap of the details, actions, and steps you will take to execute the marketing strategy. It is your “How” when it comes to your marketing.

Think of it like this: One marketing company (say Spotlight Branding for example) helps law firms increase referrals and attract the right clients. Other marketing companies might focus on getting law firms to page 1 of a Google search, generate a certain number of leads for the firm, or book a certain number of speaking engagements. These are all different philosophies—none more “right” or “wrong” than the other—that guide the way we go about our business.

In your firm, your marketing strategy can be whatever you believe is important and can be a mix of referrals, lead generation, PR, and more. Your marketing plan is how you are going to go about executing it. Will you hire a vendor(s) to accomplish your goals? Do you have an in-house marketing team to go to work for you?

Regardless, you need BOTH a strategy and a plan, otherwise nothing may ever get done.

Every December reporters at industry magazines and newsletters look at the year ending and summarize the highlights. Then, they look ahead to the trends and legal issues for the new year.

This is a great moment for you to look into the future and predict what the next 12 months will bring for your clients’ industries.

If you want to be the attorney that reporters call to get a clear view of the outlook in 2025, you have to introduce yourself to journalists in a professional manner and share your perspective.

Follow these steps to be considered an authoritative and reliable source for comment on topics that will affect business owners and corporate executives, per your area of practice. 

Begin by focusing on these hot topics:

  • Artificial Intelligence
  • Competition
  • Consolidation
  • Legislation
  • Recent litigation
  • Regulation
  • Technology

Add other ideas that reflect developments in the industries where your clients operate.

These are the themes you will offer to the reporter when you introduce yourself as someone with their eye on the horizon and their finger on the pulse of the market.

You will be seen as a professional who is alert to the concerns of industry leaders and tuned into market trends. 

Remember, whether or not your predictions come to pass, it’s highly doubtful that anyone will remember precisely what you forecast. Still, a reporter will recall that you offered your thoughtful outlook and will seek you out for an update on the next year.

When you think about search engines, everyone quickly mentions Google, but YouTube is the world’s second-largest search engine. It has over 2 billion active users and deserves a place in your marketing plan. It’s a solid platform that allows you to create valuable, educational content that your past, current, and future clients can use. However, it is important to recognize that leveraging YouTube involves more than just uploading videos. Let’s talk about how to incorporate video content into your marketing strategy and how you can use it. 

YouTube’s Place in Your Marketing Plan 

YouTube fits perfectly into a content marketing strategy because it allows you and your firm to provide answers to your clients’ common questions. More people digest content in this format because it’s engaging and requires minimal effort. Nine out of every ten marketers who have videos are on YouTube, and some statistics show that video accounts for about a third of their budget. Think of it as a means of being in a place where people actively search for information and answers. In addition to educational content, you can also add client testimonials. 

Incorporating YouTube into your firm’s marketing plan involves more than creating videos; it consists of providing meaningful content that speaks to your audience. 

  • Build a visual presence for your brand by customizing your channel with a branded banner and professional-looking profile image.
  • Provide answers to common questions through educational videos that help explain complex subjects or legal concepts.
  • Increase your brand’s visibility, as YouTube videos are often featured in Google’s search results. This can drive additional traffic to your website, improve SEO, and help potential clients discover you more easily.

One of YouTube’s greatest strengths is its vast user base. Regardless of your target audience’s age, needs, or location, YouTube offers customizable targeting options. Marketers embrace the ROI of video content because, on YouTube, you can always reach your target audience if you create the right type of content. 

Create Consistent, High-Quality Content

Regularly uploading videos builds an audience, keeps your brand top of mind, and encourages viewers to subscribe. High-quality videos with good lighting, sound, and clear messaging are more likely to retain viewer attention and foster engagement. Consider creating content like:

  • How-To Guides: Explain legal processes or frequently asked questions.
  • Client Success Stories: Showcase satisfied clients and the results you’ve achieved for them.
  • Service Overviews: Detail what you offer and how you can help.

Once you have several videos uploaded, create playlists. Playlists organize your content and make it easier for potential clients to find the necessary information.  For example, you can create playlists for different practice areas like “Personal Injury,” “Business Law,” or “Estate Planning.” Playlists also encourage viewers to watch multiple videos in one session, increasing your watch time and improving your channel’s ranking in YouTube’s algorithm.

YouTube is also a social network. Engaging with your viewers in the comments section helps build relationships and trust. Like other social media platforms, answering questions from the comments section is essential. If they are kind enough to leave a review, thank them and ask them to share your content. The higher your interaction, the more likely YouTube will promote your videos. Even if you ignore this completely, you will still have a presence on a large platform. People will look you up on YouTube after they are referred to you. It reinforces your credibility and expertise. 

Making Videos Is Easier Than You Think 

If you’re interested in creating more video for your firm, Spotlight Branding can help! You’ll receive pre-written FAQs to answer, and their account manager will arrange for a videographer to film you at your office. These videos will be posted on your website and YouTube. Contact their business development manager to learn more about their video marketing services.

Nearly every business claims to provide great client service—maybe even you make that claim (though most consumers don’t rate law firms particularly high on that scale). However, the ability to provide that level of service versus just promising it depends on a number of factors. Foremost is a great client experience. Let’s take a closer look at 5 tips that can help your firm exceed expectations and thrive no matter how tight or competitive your market.

Tip #1: Develop a Client-Centric Culture

In a client-centric firm, everyone strives to provide an exceptional experience. This includes a friendly voice on the phone, quick responses (more on that below), and exceptional products or services. For law firms, this might include free consultations, complimentary ebooks, and a website that speaks to its intended audience. 

Tip #2: Easy Communication with Rapid Responses

When clients want to reach you to book an appointment, ask a question, or even express a concern, how easy do you make it for them? Are your contact details available on a clearly labeled section of your website or do visitors have to go looking for them? The easier they are to find, the more you’ll come across as a firm that cares.

Proactively offering different ways of communicating with your firm is also important, especially after hours. You can provide customers with options such as email, Facebook messenger, an FAQ page, chatbot, and telephone support during business hours. Whichever options you offer, make sure you respond by the next business day at the very latest. For some queries, you can use automation for immediate results.

Tip #3: Show You Value Feedback

Asking for feedback is essential to ensuring satisfaction. Not only does it show that you’re willing to listen, but the responses can help you better understand the experience people are having with your business. Just make sure you act on what you’re told: by learning more about their experiences, you can improve the strategies that serve you well while discontinuing the ones that don’t.

Tip #4: Personalize the Client Experience

One of the best ways to ensure customer satisfaction is to personalize the service experience. Analyze each client’s history with your firm and recommend solutions for their specific needs. You can even send them a personalized “Happy Birthday!” Little gestures like that can mean a lot.

Tip #5: Show Them How You’ll Help Them Succeed

Telling prospects how you will assist them along their journey (especially after the main job they hired you for is finished) while explaining the next steps is a surefire way to keep them satisfied. Your clients will know exactly what to expect from you and how to contact you for help if needed. For example, great family lawyers offer support and guidance on getting back into the dating scene after a divorce or tips for coparenting with a difficult ex–spouse.

Conclusion

Consumer expectations are higher than ever. As clients become more empowered, their experience becomes even more important. In fact, clients with the most positive experiences spend 140% more and stay loyal for up to six years. A great experience strategy on your part can make a positive impact on customer loyalty, retention, and revenue growth.

Hello Legal Marketing Blog reader!

Our friends over at Spotlight Branding are preparing for their 2025 Legal Marketing Trends Report (their 4th edition). This is one of the biggest reports in the legal industry, and they need your help.

Please click here to take the Trends Report survey and share your insight into several areas of law firm marketing from the kinds of marketing you’re doing to how you feel about all of it.

This data has been extremely helpful for law firm owners all over the country to see what marketing is working, what isn’t, and how law firms are actually marketing themselves.

Click here to take the survey, and you will have a chance to be entered into a drawing for one of several Amazon gift cards.