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.
2
Made with FlippingBook Ebook Creator