Take a look at our February newsletter!
FEB 2022 (800) 406-7229 SpotlightBranding.com
FEELING BURNED OUT ALREADY? REDISCOVER YOUR ‘WHY’ TO GET YOUR MOJO BACK
When I wake up, the thing that gets me to roll out of bed and put my slippers on isn’t my morning cup of coffee: It’s the fact that each day at work, I have the pleasure of being a teacher. (I actually don’t even like coffee.) A fewmonths ago, I took on the role of editorial director here at Spotlight Branding. That means 90% of my day is focused on producing content for our company and the law firms we serve, including blogs, podcasts, and videos. More than anything, I like taking on that role of educator and being the guy who can provide calm, clarity, and resources to other people.
Whatever your “why” is, you need to have a serious conversation with yourself about it now, before it’s too late. Ask yourself, “Why am I doing this job every day? How am I contributing to my community? How am I making a difference?” Then, let your answers be your guide. (Pro tip: If you’re having trouble answering these questions, turn to your team. Their “whys” might point you to yours.)
eager to grow, you need goals and direction to thrive. Your “why” will become the guidepost for all of your business decisions, including the most impactful one: choosing your marketing message. All of the messaging you include in your marketing should reflect your “why.” It’s the secret sauce that gives you authenticity and personality, and it keeps you from looking like just another boring, self-centered ambulance chaser. Instead of alienating your audience, your “why” will bring them closer. Focusing on your “why” will also ensure your marketing is forward-facing and forward- thinking. It will never get stale because it’s driven by your momentum. No one wants a lawyer who is stuck in the past. They want someone ambitious who wants to resolve their case as badly as they do. If you share that you’re fighting for them on behalf of your entrepreneur parents or because you’ve been in their shoes, for example, your message will resonate. It’s possible that your “why” will surprise you. Maybe you’ll realize you’re in the wrong line of work or that you want to overhaul your firm completely. That’s okay! Go after what you’re truly passionate about — you’re not doing anyone any favors by working away in misery.
“Whatever your ‘why’ is, you need to have a serious conversation with
The love of teaching is my “why” — what’s yours?
yourself about it now, before it’s too late.”
If you’re feeling a little burnt out right now, rediscovering your “why” — the thing that inspired you to become a lawyer in the first place, pointed you to your niche, and pushed you to keep going — will help you fall back in love with your job. It will also give your firm a boost by providing clear direction for where your life and business are headed. Your “why” probably isn’t the same as mine. Maybe you’re a business lawyer because you were the child of entrepreneurs and love helping small businesses succeed. Maybe you’re an estate planner because you watched your family go through a horrible probate process when your grandfather passed and want to save other people from that experience. Or maybe you’re a lawyer simply because you like to help others, or you like to win.
I discovered the power of “why” a few weeks ago while recording an episode of our Center Stage podcast with author Michael Gerber. Michael and I talked about how each person’s “why” is at the root of all of their behavior, from their daily habits to their business decisions. You need to find your “why” now because it’s the key to achieving your goals. (You can find our full conversation in Center Stage Episode 55, “Uncovering the E-Myth with Michael Gerber.”)
Cheers,
–John Hinson EDITORIAL DIRECTOR
Whether you’re located in a small town or a big city, happy with the size of your firm or
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SUCCESS STORY: McKINNON LEGAL How a Content Marketing Strategy Led to an Increase in Leads, Referrals, and Conversions!
Attorney Chistina McKinnon is the founder of McKINNON LEGAL, a family and personal injury law firm in Miramar, Florida. Prior to working with Spotlight Branding, Christina’s referrals were sporadic and her monthly intake was inconsistent. She knew she needed to be more visible, reach a larger audience, and increase her brand awareness. Christina began her service with Spotlight Branding by simply doing a blog and an email newsletter. Six months later, she asked us to redesign her website and add our social media service. After working with Spotlight Branding for over three years, Christina has seen an increase in referrals, leads, and the conversion rate on those new prospects. She has also seen her revenue double, and she has hired five staff members to help with the firm’s growth. “I have so many people commend the firm on Spotlight Branding’s work online, including our website, blogs, and newsletters,” said Christina. “Spotlight Branding is a necessity and is an integral part of McKINNON LEGAL’s success!”
HOW TO HARNESS 2021’S MARKETING TRENDS IN 2022 Yes, It Was Trendy — But Did It Work?
2. LEVERAGING AI The importance of artificial intelligence (AI) became crystal clear recently when a Salesforce study reported that 80% of buyers expect the companies they reach out to will talk to them “in real time,” regardless of the hour. This statistic highlights how important chatbots and other AI solutions are for customer conversion. 3. REACHING CUSTOMERS WITH CONTENT Content marketing was touted as a vital piece of every business’s marketing puzzle last year. Statistics gathered by Convince & Convert found 71% of respondents reviewed a blog during their buying journey. Additionally, content marketing cost 41% less than paid search and generated three times more leads per dollar than other channels. All of these marketing strategies were hot in 2021, and if you had a positive experience with one or more of them, do yourself a favor and keep that strategy in place for 2022. Do the same with any other trends that worked for you, and you’ll have a head start on next year’s playbook.
When people say something is “trendy,” they usually mean something that is currently in style. But trends aren’t always fleeting. Sometimes, as you can see from definitions they’re useful predictors of new permanent fixtures in our lives. Trends in marketing are the same way. Sometimes a fresh marketing strategy will pop up, everyone will try it, and it will disappear. But if a marketing trend works , it sticks around and becomes a mainstay.
With that in mind, as you plan your marketing strategy for 2022, you shouldn’t throw out your 2021 playbook. If a marketing strategy successfully worked for you in any capacity last year, make it a consistent part of your 2022 plan. Here are a couple of trends from last year that should absolutely be part of your marketing plan moving forward. 1. AUTOMATING EVERYTHING COVID-19 forced us all to reevaluate how we spend our time, and many of us don’t want to put those minutes toward following up! Still, text and email marketing are both vital marketing channels. The way to get the best of both worlds is through automation.
More Referrals. Better Clients . Higher ROI.
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7 Foolproof Ways to Create Engaging Content
Part 3: The ‘Success Story’ Hack
You’re holding a brand-new, hot-off-the-press newsletter, and you know what that means: It’s time for Part 3 of our “7 Foolproof Ways to Create Engaging Content” series! So far in this series, we’ve covered the Top 3 method and the One Thing strategy. The Top 3 method involves identifying a category in your legal niche and coming up with three things within that category to write about (e.g., three provisions you must have in your estate plan). The One Thing strategy is pretty similar. It involves giving readers one thing they can do right now to either achieve a goal or avoid a fear (e.g., one thing you can do to avoid an IRS audit, the secret to a successful custody battle). Here at Spotlight Branding, our team uses both of these methods to create compelling podcasts, blog posts, and more — but they aren’t the only tools in our arsenal. Another favorite is the Success Story hack. This content trick is pretty straightforward. All you have to do is brainstorm a list of clients you’ve helped and share their positive experiences! Maybe one of your clients bought their dream home because of your abilities in real estate law or your immigration expertise secured a client a green card. By sharing these stories, either in the client’s words or your own, you’ll paint yourself as the expert
and show prospects that you can get results.
You can tell the client’s story yourself or ask them for a written or video testimonial. The more personal details they share, the bigger the impact will be. Photos and videos are icing on the cake. You can also use the Success Story method to share
your firm’s successes. Did you win an award or get news coverage? Share the story behind that success to humanize your firm. Remember, people love stories, not standard self-serving statements. Have fun with it! We still have four more tips left to share in this series. Stay tuned for the next one in our March newslett er.
RESOURCE OF THE MONTH
FEATURED EPISODE From Our Newest Podcast, Center Stage
AUDACITY Podcast Production Made Easy! There’s a long-standing belief that Mac computers are better for artistic/creative projects while PC computers are more for simply getting work done. However, that doesn’t have to be the case! When it comes to podcasting, your PC can be just as efficient as any Macbook. You just need the right software. That’s where Audacity comes in. This program has been around for years and makes audio recording and production as easy as it can possibly be. How in-depth you go is totally up to you! Audacity is free and open source, which means anyone can improve the source code to create a better version of the program. While people have chosen to keep the design basic, they have added a TON of production features that allow you to give your recording a studio-quality production that matches anything you could create in Mac-based production apps. If you’ve been hesitant to start a podcast because you have a PC, you no longer have an excuse! Download Audacity today at AudacityTeam.org and get started!
If you’re looking for more great resources to drive your business forward, take a look at this episode from our newest podcast, Center Stage .
Episode 045 — “Focusing on Information First” with Attorney John Koenig
Does your firm place an emphasis on educating your audience before all else? Attorney John Koenig has done this at his law firm, and it has done wonders for their growth and reputation in their community. In this episode, John joins us to talk about his firm’s workshop strategy and how putting information first has made all the difference in their firm’s growth. If you want more referrals, better clients, and higher return on investment (ROI) on all your marketing, call us today at (800) 406-7229 to schedule a consultation!
Listen to this episode and find even more at SpotlightBranding.com/centerstage and subscribe on Apple Podcasts, Pandora, Spotify, or over a dozen other platforms!
Want more tools for your law firm? Visit SpotlightBranding.com/rotm.
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THIS ISSUE INSIDE
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The Trick to Avoiding Burnout In 2022 Success Story How to Harness 2021’s Marketing Trends in 2022 Foolproof Strategies for Creating Content: Part 3 Resource of the Month
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An Episode From ‘Center Stage’ How to Score More Testimonials
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BOOST YOUR FIRM’S IMAGE WITH THESE TIPS 3 WAYS TO RACK UP MORE TESTIMONIALS
3. Mine your emails. Clients send their gratitude and praise via email all the time. These are free testimonials! Don’t be afraid to pull positive feedback from your emails after asking the client for permission. Now you have your testimonials in hand, it’s time to deploy them. Positive reviews can help solidify your expert status and turn prospects into clients, but they can’t do that if no one sees them. Hopefully your clients will leave testimonials in easy-to- find places like Facebook and Google, but you should also display them on your website. The best way to do this is with a dedicated page for testimonials. You can also install a scrolling widget on your homepage that cycles through your best positive review and/or pulls the latest feedback from Google and Facebook. Ideally, you should do both! If you hire our team to design or refresh your website, we’ll make sure your testimonials are prominently displayed and perfectly positioned to bring in clients. Learn more about those services at SpotlightBranding.com/NL.
If you were looking for a caterer, which company would you choose: the one whose advertisement you scrolled past on Instagram, or the one with 10 five-star reviews on Google? If you picked door No. 2, you’re not alone. According to TrustPulse, 83% of people trust reviews more than advertising and 97% of consumers look at reviews before making a purchase. For business owners like you, this begs a question: How can you get more testimonials to cash in on the power of social proof? 1. Ask with confidence. At some point near the end of your case process, include a polite but pointed request for clients to provide testimonials. You can direct them to your social media, Google, or Yelp — whichever platform you prioritize. 2. Leverage surveys. Platforms like Survey Monkey, SoGoSurvey, and Typeform make it easy to create surveys and send them to your clients. We recommend doing this at the middle and/or end of your case process and asking for feedback on each part of the client’s journey. This will bring in testimonials and help you improve your systems and processes.
More Referrals. Better Clients . Higher ROI.
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