This blog was submitted by David Arato, owner of Lexicon Legal Content

In the ultra-competitive world of legal content marketing, law firms are fighting tooth and nail for those big, obvious keywords. Personal injury attorney. Divorce lawyer near me. Criminal defense lawyer. But while the industry giants duke it out with million-dollar marketing budgets, smaller law firms have discovered a secret weapon that delivers qualified leads without breaking the bank: long-tail keyword blogging.

What Are Long-Tail Keywords (And Why Should Lawyers Care)

Let’s get real for a second. When someone types “lawyer” into Google, do they know what they want? Probably not. However, when someone searches “how to modify child custody agreement after parent relocates out of state,” they know exactly what they need—and they’re much closer to becoming a client.

Long-tail keywords are those longer, more specific phrases that visitors use when they’re closer to the point of conversion or using voice search. While they might have lower search volume individually, collectively they make up the majority of search queries. And here’s the kicker: not only are they less competitive to rank for, but they are high-intent searches, meaning they are much more likely to convert.

Four Reasons Why Blogging Is Your Ticket to Long-Tail Keyword Dominance

You Can Address Highly Specific Client Concerns

Generic website pages rarely have the space or focus to thoroughly address niche topics. Blog posts, however, allow you to dive deep into specific legal challenges your potential clients face.

When you create content that answers exact questions potential clients are asking, you’re not just improving your SEO—you’re demonstrating your expertise in precisely the area they need help with. This targeted approach positions you as the obvious choice when they’re ready to pick up the phone. In addition, it allows you to create content that demonstrates experience, expertise, authority, and trust (E-E-A-T) – improving your site’s overall SEO.

For example, the team at Lexicon Legal Content recently posted a blog targeting the search term “white-labeling law firm content.” You wouldn’t think this is a high-volume search – and you’d be right. That said, when a marketing agency owner searches for that term, you can rest assured that they are looking for our services. Our blog got us a featured snippet for that search, putting us at the top of the page.

This high-profile position in the search results makes it much more likely that we will be the provider that an agency contacts if they are looking to outsource their legal content marketing needs.

You Can Build a Content Ecosystem Around Practice Areas

Rather than trying to rank for a single competitive term like “estate planning attorney,” blogging allows you to create dozens of interconnected posts that target related long-tail terms: “how to include digital assets in your will,” “estate planning for blended families,” or “protecting inheritance from future divorce.”

This cluster approach doesn’t just help you rank for these specific terms—it actually boosts your authority for the broader practice area keywords too. Google recognizes that you’re a comprehensive resource on the topic, not just someone trying to game the system.

You’re Meeting Clients Where They Are in Their Journey

The legal client journey rarely starts with “I need a lawyer now.” It often begins with “Do I have a case?” or “How do I solve this problem?” Creating content that addresses these early-stage questions establishes a relationship with potential clients before your competitors even know they exist.

Think about how you search for things yourself. When you have a problem, you’re looking for someone who understands it—not just someone selling a service. Your blog demonstrates that understanding in a way your practice area pages simply can’t.

You Can Update and Optimize Without Rebuilding Your Core Site

Legal information changes, new precedents emerge, and laws are updated. When your primary content strategy relies on your main website pages, making substantial changes can be time-consuming and risky.

With a blog, you can quickly publish regular updates, create new content responding to legal developments, and refine your approach based on what’s working—all without touching your core site architecture. This agility gives you a massive advantage over firms with static websites.

I’ve seen firms transform their client acquisition by implementing a strategic blogging program focused on long-tail keywords. Instead of competing head-to-head with firms ten times their size, they’re carving out specialized niches where they can be the dominant voice.

How to Implement a Long-Tail Keyword Strategy for Your Firm

The beauty of long-tail keyword blogging isn’t just in the concept—it’s in the execution. While your competitors might be paying $100+ per click for broad terms, you can generate qualified leads for a fraction of that cost by following these steps:

  1. Listen to your clients’ actual questions. Your client intake notes, consultation records, and email history are your best sources of long-tail keywords.
  2. Use keyword research tools to validate and expand. Tools like Ahrefs, SEMrush, or even Google’s free Keyword Planner can help you identify related terms with good traffic potential.
  3. Create comprehensive, substantive content. Long-tail success isn’t about keyword stuffing—it’s about thoroughly addressing the specific question better than anyone else.
  4. Interlink related content strategically. Help visitors (and search engines) discover related content that moves potential clients through their decision journey.

In the legal marketing space, where client acquisition costs continue to rise, blogging for long-tail keywords remains one of the few strategies that actually becomes more effective as the market gets more competitive. By focusing on specificity rather than volume, you can build a client acquisition system that delivers results for years to come.

David Arato is the owner of Lexicon Legal Content, a legal content marketing agency. He is graduate of the St. Louis University School of Law. He and his wife Erin live in Breckenridge Colorado, with their two dogs Scout and Sadie.

In a marketing world that often focuses on the shiniest, newest trends, there are just some things that have always worked (and likely always will). One of these strategies is the concept of “evergreen content.” Just like the evergreen trees in the forest that retain their green leaves even in the coldest of months, evergreen content retains its relevancy long after it has been created.

Here are four big reasons why you should make sure your firm’s content is more evergreen and less about current events.

1. It’s Tried-and-True

Unlike trendy, short-lived campaigns that may generate a quick buzz but fizzle out just as fast, evergreen content has enduring value. It remains relevant to your audience over the long term, delivering a consistent return on investment.

The timeless nature of evergreen marketing is reflected in its ability to address universal needs, pain points, and interests. By focusing on topics that remain pertinent regardless of current trends, businesses can create content that continues to resonate with their audience months or even years down the line. This not only establishes trust but positions the brand as an authority in its niche.

2. You Don’t Have to Worry About Outdated Materials

Legal landscapes may shift, but your marketing shouldn’t be on shaky ground. Evergreen content means no more having to go back through months of blog posts to update the laws or points every time something changes. Instead, your messaging stays consistent, saving you time and money. Imagine focusing on growth instead of chasing your own tail! 

3. It Helps You Build Authority and Trust Through Consistency

Consistency is a cornerstone of effective marketing, and evergreen content embodies this principle. By consistently delivering valuable information that withstands the test of time, firms can position themselves as trustworthy sources within their industry. This, in turn, fosters a sense of authority and expertise among their audience.

When consumers encounter a brand that consistently provides valuable insights, solutions, or entertainment, they are more likely to view that brand as a reliable resource. This perception of reliability not only strengthens the relationship between the brand and its audience but also enhances the likelihood of customer loyalty.

4. It’s Cost-Effective

While the initial investment in creating evergreen content might be comparable to other marketing strategies, the long-term benefits are where it truly shines. Unlike campaigns that have a limited lifespan, evergreen content continues to generate returns over an extended period because you can keep using it over and over again. This sustainable approach maximizes the return on investment (ROI) and contributes to a more cost-effective marketing strategy in the long run.

In the ever-evolving landscape of digital marketing, the enduring appeal of evergreen marketing stands out as a beacon of reliability. Its tried and true nature, coupled with the benefits of easier management and consistent messaging, positions it as a formidable strategy for businesses aiming to build lasting connections with their audience. By embracing evergreen marketing, law firms can not only weather the storms of change but also thrive in the ever-shifting landscape of the digital marketplace.

Digital advertising isn’t just about getting in front of an audience—it’s about getting in front of the right audience at the right time. With that in mind, there are two primary methods for achieving this with digital ads: Paid Search and Paid Social. They are fundamentally different despite being rooted in driving traffic and leads.  

The next question that typically comes up is which one you should focus on and why. However, this depends on your goals, target audience, and budget.

Why Paid Search and Paid Social Serve Different Purposes

Paid search centers around when someone looks for goods, services, or answers on Google. Potential clients (prospects) seek something specific—legal representation, a financial advisor, or a nearby dentist. Advertisers bid on keywords to appear at the top of search results. Paid search primarily reaches people already in decision-making mode. 

These people have a problem or a need and want to connect with someone who can fix it or provide the product they need. They are problem-aware but not solution-aware. Think of someone who needs a divorce attorney but does not know one. 

Paid social media, on the other hand, generates demand. Their ads appear in social media feeds, and when done well, they capture users’ attention as they scroll through content. Unlike paid search, where users initiate the interaction, paid social media introduces brands, services, and offers to people who may not have been actively looking but fit an ideal customer profile. This makes it a potent tool for brand awareness, audience engagement, and retargeting.

Pros and Cons of Paid Search vs. Paid Social

Paid search has clear advantages. The intent behind searches is high, meaning users are closer to purchasing or booking a service. Additionally, results can be immediate—ads start showing when the campaign is launched. However, they have associated costs. They can be significant—especially in competitive industries where specific keywords cost $50 or even $100 per click. The more competitors you have, the higher the price. 

Paid social media typically has lower costs per impression and clicks. It allows your firm to target based on demographics, interests, and behaviors, enabling advertisers to refine their audience and ensure ads reach the right people. The downside is that conversions may take longer. 

Unlike paid search, where users are already in the market for a product or service, paid social requires nurturing—people may need to see an ad multiple times before they take action. They may be more inclined to download a resource, read a blog, or subscribe to your newsletter before directly engaging with your firm. (Keep in mind that this is not a loss. These prospects are one step closer to becoming a paying client.)

There Are Effective Ways of Combining Both

A well-rounded digital marketing strategy doesn’t rely on one method alone. Paid search captures people actively looking for services, while paid social media can build relationships, nurture prospects, and increase brand awareness. There will be a portion of people who see paid social and are ready to hire you immediately. For the others, you can create a system of content marketing that continues to attract new clients and keeps your current pipeline engaged over time until they make a hiring decision.

Search Engine Optimization (SEO) has been touted for years as the cornerstone of digital marketing strategies. The promise is enticing: get your law firm to the first page of Google, and the leads will roll in. But the reality is more complicated. Even if SEO lands your website on page one, it doesn’t inherently deliver qualified leads. Visibility alone doesn’t equal conversions, and focusing solely on rankings might leave you disappointed with the results.

The Problem with SEO as a Lead-Generation Strategy

SEO has significant limitations when it comes to generating quality leads. To begin with, the competition for prime real estate on Google’s first page is fierce. Hundreds of law firms in your area likely target the same keywords, vying for a spot in an ever-shrinking space. Even if you succeed in ranking, the landscape of Google’s search results has changed dramatically. Between AI-generated summaries, local map packs, and featured snippets, fewer users are clicking through to organic listings. Many simply skim the AI-generated answer or engage with the top three results, leaving your site unnoticed even if it’s technically “visible.”

More critically, SEO doesn’t inherently filter for quality. Appearing in search results might bring traffic, but that traffic doesn’t guarantee relevance. A search around “estate planning attorney” made by doesn’t mean the prospect lives in your jurisdiction. You risk attracting unqualified inquiries without clear and compelling content on your website to guide them. Additionally, SEO is a passive strategy—it waits for potential clients to find you rather than proactively targeting the right audience.

While SEO can play a role in your broader marketing efforts, it’s not enough. The accurate measure of success isn’t just getting more eyes on your site; it’s about attracting leads ready to engage with your firm and convert into clients.

How to Generate Qualified Leads

Qualified leads are the backbone of sustainable growth. These are prospects who not only find your firm but also need your specific services and are ready to take action. To consistently generate these high-value leads, you need proactive, targeted marketing strategies that go beyond the passive nature of SEO.

Social Media Ads: Facebook, Instagram, and LinkedIn Social media platforms offer unparalleled targeting capabilities. Facebook and Instagram ads can target individuals going through life events, such as a recent marriage or car accident, making them ideal for estate planning or personal injury practices. LinkedIn, on the other hand, is perfect for B2B-focused practice areas like corporate law, allowing you to target professionals by job title, industry, or company size. These ads also allow for direct lead capture through forms embedded in the ad, simplifying the process for interested prospects.

Lead Magnets: These are e-books, checklists, or guides—offered in exchange for a prospect’s contact information. For example, a family law attorney could provide a downloadable guide titled “What to Expect During the Divorce Process.” These tools attract individuals actively seeking help and allow you to follow up with them directly. Lead magnets build your email list and position your firm as a trusted authority.

Landing Pages: Unlike general website pages, landing pages are designed with a single purpose: conversion. By focusing the messaging on one specific service or audience, landing pages help filter out unqualified visitors. For instance, a personal injury attorney might create a landing page targeting workplace injury victims with a clear call-to-action like “Schedule a Free Case Evaluation.” These pages are particularly effective when paired with targeted ads.

Drip Campaigns:  Most people aren’t ready to hire immediately after their first interaction with your firm. Drip campaigns, a series of automated follow-up emails, keep you top-of-mind as they move through their decision-making process. For example, an estate planning attorney might send sequential emails detailing trusts versus wills and real-life examples of how they’ve helped clients. These campaigns nurture leads, build trust, and position your firm as the obvious choice when they’re ready to move forward.

Combining Strategies for Maximum Impact: The most effective lead-generation strategies combine these tools to create a comprehensive system. For example, a social media ad might direct prospects to a landing page offering a free guide, adding them to a drip campaign that educates and engages them over time. This multi-touch approach ensures you’re visible and actively building relationships with prospects who are the right fit for your firm.

Why Quality Leads Matter More Than Rankings

The goal isn’t just to be seen—it’s to connect with the right people. Qualified leads convert at higher rates, bring in better cases, and are more likely to refer others to your firm. By focusing on targeted, proactive strategies, you can bypass the limitations of SEO and build a lead-generation system that delivers actual, measurable results.

Stop chasing Google rankings and start attracting the clients who matter most. Spotlight Branding helps law firms create marketing strategies prioritizing quality over quantity. Contact them today to learn how they can help you build a sustainable pipeline of qualified leads.

Marketing as a team allows law firms to combine diverse skills, share responsibilities, and maximize their outreach efforts. Here’s how lawyers can effectively market their services by leveraging teamwork:

1. Define Roles and Responsibilities

  • Assign specific marketing tasks to team members based on their strengths:
    • Content Writers: Create blog posts, client newsletters, and website content.
    • Social Media Specialists: Manage LinkedIn, Facebook, or Twitter platforms.
    • SEO Experts: Optimize the firm’s online presence.
    • Client Relationship Managers: Handle client testimonials and reviews.
  • Designate a team leader to oversee strategy and ensure alignment with firm goals.

2. Collaborate on Content Creation

  • Develop content that reflects the firm’s collective expertise:
    • Practice Area Guides: Detailed insights into specialties like personal injury, family law, or corporate law.
    • Case Studies: Highlight successful cases (with client consent) to build trust.
    • Educational Content: Create FAQs, tips, or explainers on trending legal topics.
  • Use brainstorming sessions to generate fresh ideas and involve lawyers from different practice areas.

3. Build a Unified Brand

  • Ensure all marketing materials, from business cards to website copy, reflect a consistent voice and visual identity.
  • Develop a brand style guide that defines logo use, colours, fonts, and messaging tone.
  • Train all team members on communicating the firm’s value proposition.

4. Leverage Social Media as a Team

  • Share content from the firm’s leading social media profiles across individual lawyer accounts to amplify reach.
  • Highlight team achievements, such as awards, certifications, or community service.
  • Use platforms like LinkedIn for thought leadership by encouraging lawyers to write posts or participate in discussions.

5. Utilize Team Marketing Tools

  • CRM Software: Track leads and client interactions across the team.
  • Project Management Tools: Trello or Asana can help manage content calendars and marketing tasks.
  • Analytics Platforms: Use Google Analytics or SEMrush to track campaign performance and make data-driven decisions.

6. Organize Community Events

  • Host webinars, free legal clinics, or networking events to showcase your expertise and connect with potential clients.
  • Assign roles to team members to handle logistics, marketing, and client follow-ups.

7. Monitor Performance Together

  • Hold regular team meetings to review campaign results, client feedback, and new opportunities.
  • Share successes and challenges to refine strategies and improve outcomes.
  • Celebrate team milestones to boost morale and encourage collaboration.

8. Encourage Cross-Promotion

  • Collaborate with other departments or practices within the firm to create bundled services or cross-promotional campaigns.
  • Share client referrals internally to enhance client satisfaction and retention.

9. Invest in Team Training

  • Provide training on emerging marketing trends, such as SEO, PPC (Pay Per Click) advertising, and content marketing.
  • Attend industry conferences or webinars to stay updated on legal marketing best practices.

10. Stay Client-Centric

  • Align marketing efforts with the firm’s core mission: delivering exceptional legal services.
  • Use testimonials, case outcomes, and client success stories to showcase the firm’s collective impact.

By marketing as a team, law firms can amplify their reach, pool resources effectively, and create a cohesive strategy that supports the firm’s growth and reputation.

Business development and marketing are critical in attracting and retaining clients in the highly competitive legal industry. Senior lawyers, often occupied with case strategy and client representation, can tap into the potential of their junior associates to build a more substantial, more visible presence in the marketplace. By mentoring and collaborating with juniors, senior lawyers can expand their firm’s reach, enhance efficiency, and strengthen relationships with existing and prospective clients. Here are ways senior lawyers can effectively leverage juniors for business development and marketing success.

1. Building a Knowledge-Sharing Culture

Junior lawyers bring fresh perspectives and enthusiasm to the table. Encouraging a knowledge-sharing culture can be mutually beneficial as juniors learn the nuances of business development and seniors gain insights into modern marketing techniques.

  • Workshops and Training: Regular sessions on client communication, networking, and digital marketing can empower juniors to contribute effectively.
  • Internal Collaboration: Assign juniors to assist in preparing case studies, client presentations, or industry reports that showcase the firm’s expertise.

2. Delegating Research and Content Creation

Juniors are often adept researchers and writers. They can contribute by crafting high-quality content, such as blog posts, whitepapers, and newsletters, under the guidance of senior lawyers.

  • Thought Leadership: Senior lawyers can share their expertise while juniors translate it into digestible, engaging content for online platforms.
  • Social Media Management: Juniors can handle social media updates, share industry news, and promote the firm’s accomplishments, ensuring a consistent online presence.

3. Utilizing Juniors in Networking

Networking is a cornerstone of business development. Junior lawyers can serve as an extension of senior lawyers at industry events, conferences, and seminars.

  • Event Participation: Juniors can attend events to expand the firm’s network, gather insights, and identify potential clients or collaborators.
  • Follow-Up Tasks: Assign juniors to follow up on connections made during networking events, ensuring leads are nurtured systematically.

4. Engaging in Client Development Initiatives

Juniors can play an active role in building strong client relationships through targeted initiatives.

  • Client Feedback Surveys: Juniors can manage feedback processes, helping the firm improve service delivery and identify areas for growth.
  • Proactive Engagement: By staying updated on clients’ industries and sharing relevant information, juniors can contribute to maintaining long-term relationships.

5. Enhancing Digital Presence

The digital space offers vast opportunities for law firms to showcase their expertise. Senior lawyers can rely on juniors to spearhead online initiatives.

  • Search Engine Optimization (SEO): Juniors can optimize website content, ensuring the firm ranks well in online searches.
  • Video Marketing: Short, informative videos featuring juniors and seniors discussing legal trends can enhance the firm’s online engagement.

6. Developing Marketing Collateral

Juniors can contribute to creating polished marketing materials, ensuring the firm is well-represented across various platforms.

  • Case Studies and Brochures: Assign juniors to compile case studies highlighting the firm’s successes and create brochures tailored to specific industries.
  • Client Proposals: Juniors can assist in preparing compelling proposals that resonate with prospective clients.

7. Training for Long-Term Growth

Senior lawyers can mentor juniors to ensure they grow into well-rounded professionals capable of contributing to the firm’s long-term success.

  • Personal Branding: Encourage juniors to build their brand on professional platforms like LinkedIn.
  • Cross-Selling Skills: Train juniors to identify opportunities to cross-sell services to existing clients, fostering business growth.

8. Encouraging Innovation and Creativity

Juniors, being digital natives, often have innovative ideas for marketing and business development. Creating an environment where these ideas are welcomed can give the firm a competitive edge.

  • Brainstorming Sessions: Regularly engage juniors in brainstorming meetings to generate fresh marketing strategies.
  • Pilot Projects: Allow juniors to test small-scale initiatives, such as niche-targeted campaigns, which can be scaled if successful.

9. Building a Team-Based Approach

Collaboration between seniors and juniors can create a cohesive marketing strategy that leverages both strengths.

  • Task Forces: Create small teams of juniors and seniors to focus on specific business development objectives, such as entering new markets.
  • Regular Updates: Encourage juniors to provide updates on their efforts, ensuring alignment with the firm’s overall strategy.

10. Tracking and Measuring Success

For any business development or marketing strategy to succeed, tracking its impact is essential. Juniors can assist in analyzing the outcomes of campaigns and initiatives.

  • Data Analysis: Assign juniors to track client acquisition rates, website traffic, and social media engagement metrics.
  • Reporting: Regular reports prepared by juniors can help senior lawyers refine strategies and focus on high-impact activities.

Conclusion: A Symbiotic Relationship

Senior lawyers lighten their workload by strategically involving juniors in business development and marketing and empowering the next generation of legal professionals. This collaborative approach ensures the firm stays dynamic, innovative, and competitive in an evolving marketplace.

Senior lawyers should view juniors not merely as assistants but as valuable assets capable of driving growth and fostering innovation. A structured plan that combines mentorship, delegation, and collaboration can unlock the full potential of the junior workforce while strengthening the firm’s position in the legal industry.

For juniors keen to get started with marketing and business development yet feel they don’t have the experience or bench strength to market their services, consider marketing your partners. 

Junior associates can be critical in enhancing their partners’ professional reputation and business development efforts. While their primary focus is often on drafting documents, conducting research, and managing casework, associates can contribute significantly to their partners’ marketing strategies. Here’s how junior associates can step up and support their partners’ success.

1. Understand the Partner’s Expertise and Goals

To effectively market their partners, junior associates must first understand the partner’s specific area of expertise, past successes, and professional goals. Whether the partner specializes in corporate law, intellectual property, or litigation, junior associates should familiarize themselves with case studies, client feedback, and the partner’s unique approach to problem-solving. By knowing what sets their partner apart, associates can craft tailored strategies highlighting these strengths.

2. Leverage Thought Leadership Opportunities

Encouraging partners to share their expertise through thought leadership is an excellent marketing tool. Junior associates can assist by:

  • Drafting articles for legal journals, blogs, or industry publications under the partner’s name.
  • Research topics of interest to the partner’s target audience and identify trends to address in public commentary.
  • Preparing outlines or speaking notes for conferences, webinars, and panel discussions.

By helping partners gain visibility as subject matter experts, associates can strengthen the firm’s credibility and expand its influence.

3. Optimize Online Presence

An updated and polished online presence is vital in the legal industry. Junior associates can assist partners in:

  • Enhancing LinkedIn profiles with well-written summaries, skills, and accomplishments.
  • Regularly posting updates about the partner’s wins, media mentions, or thought leadership pieces.
  • Monitoring and engaging with relevant online conversations to maintain visibility and relevance.

Additionally, associates can work with the firm’s marketing team to improve SEO for the partner’s profile on the firm’s website. NOTE: These actions are very likely to be missed if left to the partner. 

4. Facilitate Networking

Junior associates can help partners build and maintain relationships by managing networking opportunities. They might:

  • Identify key events, seminars, or conferences where partners can meet potential clients or collaborators.
  • Arrange follow-ups with contacts met at these events to keep the relationship alive.
  • Assist in organizing client appreciation events or lunches to foster goodwill.

By proactively supporting networking efforts, associates enable partners to focus on meaningful interactions rather than logistical details.

5. Support in Business Development

While associates may not lead client pitches, they can be invaluable in preparation. Tasks might include:

  • Research prospective clients and industries to provide insights that inform tailored pitches.
  • Compiling materials like case studies or practice area brochures to support proposals.
  • Preparing polished PowerPoint presentations or handouts to elevate the partner’s pitch.

Associates should also follow up with partners to gather lessons from unsuccessful pitches, honing the firm’s business development approach.

6. Monitor Industry Trends

Staying informed about industry developments is critical for lawyers looking to offer timely advice. Junior associates can:

  • Create regular briefing notes on legal updates, regulations, and precedents relevant to the partner’s practice area.
  • Highlight new business opportunities arising from legal or economic shifts.
  • Suggest content ideas for newsletters or blog posts that keep the firm’s clients informed and engaged.

Such insights allow partners to anticipate client needs and position themselves as proactive advisors.

7. Assist in Relationship Management

Building long-term client relationships is essential for legal practice growth. Junior associates can assist by:

  • Regularly tracking client engagement and suggesting ways to enhance communication.
  • Ensuring clients are updated on case progress and satisfied with the level of service.
  • Sending personalized greetings or updates on behalf of the partner to maintain rapport.

Efforts to maintain client satisfaction can result in referrals, an effective method for growing a practice.

8. Create Marketing Content

Junior associates can contribute to marketing content creation by writing blogs, FAQs, or white papers that resonate with the firm’s audience. Collaborating with marketing teams, associates can ensure content reflects the partner’s voice and aligns with the firm’s branding.

Additionally, drafting newsletters or emails highlighting recent achievements, awards, or insights can keep the firm top-of-mind for existing and potential clients.

9. Cultivate a Team-Oriented Mindset

Lastly, promoting and marketing partners requires a team-oriented approach. Junior associates who actively align their efforts with the firm’s broader goals will contribute to a culture of mutual success.

Proactively suggesting new initiatives, demonstrating enthusiasm, and consistently delivering high-quality work are simple yet effective ways to make a significant impact.

Conclusion: A Win-Win Partnership

For junior associates, helping their partners grow their reputation and client base is a valuable opportunity to gain insight into business development and marketing while advancing their careers. By taking a proactive approach to marketing efforts, associates enhance their partners’ profiles and establish themselves as indispensable team players within the firm.

In many firms, these actions will also be rewarded with remuneration, allowing juniors to expand their income opportunities very early in their careers. When you feel you have the experience and bench strength to market your services, you will be an expert at it.

Unsubscribes from your email list can sometimes feel like a blow to your ego, especially when you’ve put time and effort into crafting valuable content. However, it’s essential to rethink how you perceive unsubscribes and recognize them as a natural part of email marketing rather than failures. In fact, receiving more unsubscribes can actually indicate improved email marketing performance, particularly for lawyers who are just starting to send newsletters regularly.

When you first begin sending newsletters, it’s common to see a higher number of unsubscribes. This isn’t necessarily a bad thing. Instead, it signals that your emails are getting your audience’s attention and they are in turn effectively filtering out those who may not be a good fit for your content or services. Think of unsubscribes as a way of refining your audience and attracting those who are genuinely interested in what you have to offer.

As you continue to send emails and establish your presence in your audience’s inbox, you’ll likely notice that the rate of unsubscribes tapers off over time. This is because your audience becomes more familiar with your content, and those who aren’t interested have already opted out. While you may still receive some unsubscribes with each email, especially if the content isn’t relevant to certain recipients, the overall trend should be a gradual decrease in unsubscribe rates.

It’s important to remember that unsubscribes aren’t personal. People’s interests and priorities change over time, and they may unsubscribe from your list for various reasons unrelated to the quality of your content or services. Additionally, some individuals may simply prefer to receive information through different channels or have limited space in their inbox.

Instead of viewing unsubscribes as failures, consider them as opportunities to refine your email marketing strategy and better understand your audience’s preferences. Pay attention to the type of content that generates the most engagement and adjust your email campaigns accordingly. By analyzing unsubscribe data and feedback, you can tailor your content to better meet the needs and interests of your audience, ultimately improving the overall effectiveness of your email marketing efforts.

From there, you can tinker with send frequency or even the day of the week and time of day you send them. Always be testing something!

It’s time to rethink how you feel about people unsubscribing from your email list. Rather than viewing unsubscribes as failures, recognize them as a natural part of email marketing that can indicate improved performance and audience refinement. Embrace unsubscribes as opportunities to optimize your content and better connect with your audience, ultimately leading to more meaningful and valuable email communications.

One of the greatest misconceptions about content marketing is that it is a tool for people who can’t afford to advertise. To show you how false this premise is, look back to 2017 when the Chief Marketing Officer of GE decided to stop advertising on television. The only exceptions they made were the Academy Awards and the Super Bowl. Since then, people have embraced the idea that they can do far more with less when they rely on content.

To give you a better idea of why this works, look at streaming platforms like Hulu. When presented with the option to pay $7.99 for content with advertisements or $17.99 for Hulu (No Ads), which are they more inclined to choose? Even people who decide on the cheaper option do so because of the price rather than because they enjoy watching commercials. 

People avoiding advertisements is not a new concept. In 2019, The New York Times published an article titled “The Advertising Industry Has a Problem: People Hate Ads.” As much as people despise advertisements, they love content. Why? It comes down to the concept of push vs. pull marketing. 

In Content: The Atomic Particle of Marketing, Rebecca Lieb writes, “Consumers are bombarded with a never-ending stream of ‘push’ messaging; advertising, the marketing of interruption, of insistence and of distraction.” Seeing an ad is not what you want at that moment. You are not interested in an insurance commercial during Mad Men.

The opposite holds for pull marketing because they can choose how and when they interact with it. If you are an attorney who publishes a monthly blog, it’s hard to imagine anyone counting down the minutes until it is released as if it were a Taylor Swift album. Even though a legal blog will never compete with her, that doesn’t mean it’s being overlooked because of it, either. As an attorney, accept what your content is intended to do. (Hint: It’s not meant to be entertaining.)  

As a law firm, your content is a roadmap to a solution. Someone who just discovered they are getting divorced wants to know whether they are going to lose their children, how much they will pay (or receive) in child support, and what their next steps are. These are the moments when they will turn to a legal professional’s content. It’s what they need at that moment; for this reason, they are eager and willing to engage with the content you have created—which is the opposite of the commercial.

And even more importantly, there is nothing sinister or malicious about this. There’s no psychological misdirection and no tricks. If you are a family law attorney, you enjoy being there for your clients during some of the most challenging moments in their lives. Your content is a source of support. It’s an extension of you and your values. Ultimately, your content may lead them to you—because you are a problem solver. The service-based industry lives off this premise. 

This is the power behind pull marketing. The prospect or future client willingly engages with your content marketing because they will benefit from it. Even though I have mainly focused on blogs as examples, this applies to video content, newsletters, and podcasts. The key element is that the content gives something of value. Prospective clients willingly give you their time in exchange for you providing them with needed information. Instead of driving past the billboard, they stop, get out of their car, and say, “I’m willing to listen.” So, what do you want to say?

Many law firms don’t utilize a marketing plan (or they think they do, but in reality fall very short). The truth is that a marketing plan sets the foundation for understanding your ROI. This article will explore what exactly makes up a marketing plan and how you should implement it in your firm.

What Constitutes a Marketing Plan?

There are four things that a marketing plan ought to state: 

  1. What your firm is doing 
  2. When you are doing it 
  3. What do you think the result will be (or what do you hope it accomplishes)
  4. What it is going to cost

Your plan should be to identify when you will do something and which type of marketing you plan on doing. You could have sponsorships, digital ads, networking, and content marketing. Most solo or small law firms will have 3 or 4 of these categories. 

What Sort of Strategy Is Involved In Making A Plan?

All you need to know is who your target market is and what you’re trying to sell them. As you create a marketing plan, you must decide on a strategy, but the magic is that a marketing plan forces you to do this. 

The benefit of the categories in a marketing plan is that they are not unique to a business type. In this regard, the owner of a record store and the owner of a small law firm are similar. These categories are universally applicable. The difference is how the person creating it wants to use and combine the categories.

For example, there is a difference between organic social media, where you post things, and paid social media, where you buy ads. You can create a category for “Social Media” that encompasses both. Or you have a “Digital Ads” category because you want to combine your Google and Facebook advertisements.

When you choose what categories you want to use, you may get hung up on the concept of alignment. For instance, you have four columns—one for each quarter—and twenty rows—one for each type of marketing you want to do.

Thinking about how all these categories will align may cause your head to explode. In other words, having twenty categories is great, but ensuring your marketing message stays consistent will be a battle. Does what you’re saying in your newsletter match what you post on Instagram? 

Having a plan is more important than ensuring your messaging is consistent. General Patton pointed out, “A good plan violently executed now is better than a perfect plan executed next week.” It’s not that someone shouldn’t worry about alignment, but the bigger problem is a lack of planning overall. Once you have a plan, then you can make the plan better, i.e., aligning the channels. 

Patton’s quote is about traction. Executing a plan now gives you something to work with and react to. The way to get strategic alignment is by starting with a plan or a basic framework to understand what needs to be aligned. 

The Power of a Plan

Organizing your marketing efforts into categories is the foundation of building a more extensive, effective marketing plan. Whether you group social media and digital ads or keep them separate, the important takeaway is that having a plan is more valuable than striving for the perfect one from the outset. Executing a good plan now provides the foundation to improve and align your strategies over time.