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[Music] hey y'all it's Zach the legal Tech adviser here at Laurus today I'd like to talk to you about Spotlight branding and I have Mark ciglia with me the owner of Spotlight branding and he's here to talk about their unique approach to Law Firm marketing Mark thanks for being with me yeah appreciate it you know you spotlight braining is unique because we focus on content marketing specifically and I think that's unique number one for a marketing agency because kind of like a law firm might have a practice area or two they focus on that's kind of our practice area and a lot of marketing agencies try to be all things and I think I think lawyers often want that and I get it but I think for starters what makes us unique is that we have something we focus on so that we're very good at it yeah yeah and just just to kind of uh put something against that that's as opposed to necessarily focusing on on you know hardcore SEO right or or even um like pay-per-click ads Google ads you know and we're we're for those things but um our our focus is on content marketing and so what I mean by that are things like blogs social media videos um email marketing like email newsletters we even do podcasting for a few clients so um but but the thing is when you do those things or at least when we do those things for our client we're really focused on what I would call like lead nurturing not lead gen so some people know what those terms mean and some don't but you know lead gen is what creates new leads which sounds great but what we have found with most law firms is that there's so much more business to be had from their existing network if they continue to Market to that Network so we more on what would be considered the nurturing side and we use content like email social Etc to actually nurture your network help you stay in touch and generate more referrals and and better clients and more business that way okay so in in kind of I see that in two ways one is you know when you've generated a a fresh lead um that's we're bringing them from hey we've touched your website to hey we're a client and then we're also saying hey you've got clients here they've got other things or they've got other people that they know they've got referrals and we're keeping them kind of in the network and engaged and BR them to current clients yep and and and more businesses available than most firms realize because okay um there was a study done and the short version is that you're probably only getting about onethird of the referrals you could be getting from your existing Network so even if you feel like um you need more lead s it's probably not the place to start you you probably could be getting more business from your existing network if you just did more with them and there studies to back this up and that's why we think content marketing is is kind of always the place to start if you don't have good content marketing as a law firm you have a leaky ship in your marketing you're missing referrals and repeat business that you should be getting and by the way here's the other kicker with content marketing not only does it create more referrals or maybe even better clients all right because you're marketing yourself in a way that attracts clients to you because you're kind of the expert through your content but here's the other kicker content marketing makes all other marketing work better it actually increases the ROI of other marketing activities so if you do decide to run Google ads and those people come to your website and you have blogs and videos or an email newsletter to help you stay in touch with those leads you're going to get more out of that but even if it's just networking and you get 10 business cards and you have a Content Marketing System to plug those people into you're now getting a better Roi on your networking so content marketing also makes all other marketing work better and that's why we think things like blog social video Etc are are are kind of the foundation of marketing for a law firm you know that's interesting because a lot of times when I talk to attorneys about marketing about what marketing they're doing or or really I I think um they're not necessarily seeing it as marketing it's about how do you get your clients they say well referrals or I go to events and I hand out business cards okay great that's a that's a great way to Market but if you're if you're not doing this content marketing or more importantly if you are doing this content marketing then you're you're enhancing that and so yes do the same things that you're doing to kind of get people to to come to your front door but this is more in my mind getting them to knock on that front door and walk in exactly and and you know at spot branding we kind to have a proven process that that frankly we're very public about you could go to our website and steal it for yourself if you want to we we have a proven process that we call the content Loop and the idea is that here's your network in the middle and you're trying to create recurring touch points through things like email social Etc you're creating these recurring touch points that go on forever it's just a loop so that no one ever falls through the cracks no referrals Miss no opportunities missed um no strategic introduction is missed um so you know and we actually create all of that content for you and we create that content Loop and and and there's a specific strategy as well that we just don't have time to get into on how we do the blogs or how we do the newsletters or how we do the videos but it all works together so that you are going to see referrals go up you are going to see either higher paying clients or more of the kinds of cases you want and you are going to notice that any marketing you do works better from this kind of content Loop strategy um that we Implement so we we do have a link on on the page if you're watching it on the page and we do have a special offer for um lawyerist um people attending this page so I hope you guys will click on that link and check us out yeah and if you're watching this on YouTube then you can you can certainly get to that page in the the page notes here um Mark before we end where should people be uh kind of in their process when they contact you who is where are they where are they set up you know what kind of information do they have um who's that ideal yeah that's a great question I mean the truth is that part of why we zeroed in on content marketing as our practice area is because we really do believe that that every solo and small Law Firm needs to have and probably even start with content content marketing it it really is that core piece um and and so it really is applicable no matter where you are in your journey as a law firm if you're not doing content Marketing in some of the ways we're talking about um whether you're a $100,000 firm or a seven figure firm if you're not doing it you actually are missing out um I I promise you and that's not just the ploy to work with us if you don't work with us I hope you do these things on your own um um so really at any point in the journey certainly if you're really early and you have zero budget you should DIY these things and on our website we actually have some free resources and tools you can download to DIY this stuff um but once you start having some some Revenue I mean even around you know once you start getting up over six figures you can start putting a little bit of money towards this kind of stuff each month and it will pay for itself fantastic fantastic well I mean obviously content marketing from the content marketing uh people so you can obviously get more information and educational information and learn more at Spotlight branding.com um and then you can you can find Spotlight branding on the lawyers website as well Mark thank you so much for being with me and uh I appreciate the introduction into Spotlight branding absolutely good to be here