Event Category: Marketing & Sales Power Hour

How to Decide What to Scale, What to Fix & What to Stop Paying For

Your marketing budget should not be based on what you spent last year, what your competitor is doing, or what your marketing vendor says you “should” be spending.

It should be based on what is actually producing profitable signed clients for your law firm.

In this final September Marketing Power Hour, we’re bringing everything from the month together and answering the question law firm owners struggle with every time they’re building a budget:

Where should the NEXT marketing dollar go?

Because cutting marketing that isn’t immediately producing can be just as dangerous as continuing to pour money into something that isn’t working.

SEO may require patience. Paid ads may need optimization. A referral strategy may take months to mature. A campaign generating plenty of leads may actually be working—but your intake team isn’t converting them.

So how do you know when to stay the course, fix the breakdown, increase the investment, or shut it down?

We’re going to teach you how to evaluate your marketing channels like an investment portfolio rather than a collection of random expenses.

We’ll look beyond leads and clicks and examine the entire path from marketing spend → qualified lead → consultation → signed client → collected revenue → profitability.

We’ll also address one of the most dangerous questions in law firm marketing:

“Is this marketing working?”

Because the answer can’t come exclusively from the vendor you’re paying to tell you it is.

You need your own data, your own scorecard, and your own definition of success.

You’ll leave knowing how to:

• Identify which marketing investments deserve MORE budget.
• Recognize when a campaign needs optimization rather than cancellation.
• Determine whether poor ROI is actually a marketing, intake, sales, or tracking problem.
• Compare marketing channels based on signed clients and revenue—not vanity metrics.
• Establish clear thresholds for Scale, Fix, Watch, or Stop.
• Evaluate new marketing opportunities without chasing every shiny object.
• Build your next marketing budget around evidence instead of emotion.
• Make confident decisions when a vendor asks you to increase your spend.

The goal isn’t to spend less on marketing.

It’s to stop spending blindly.

By the end of this session, you should be able to look at every meaningful line item in your marketing budget and make a decision:

SCALE IT. FIX IT. WATCH IT. OR STOP IT.

Because once you know your numbers, have the right people in the right seats, and hold your vendors accountable, the final step is putting more money behind what actually grows the firm—and having the discipline to stop funding what doesn’t.

Stop Writing Random Blogs. Start Building Authority.

One blog post at a time doesn’t build authority — it builds a pile of disconnected pages. Topic clusters turn scattered content into a structure search engines, and AI models, actually recognize as expertise: a pillar page, supporting content, and the internal links that tie it together.

This session is about picking one practice area — say, car accident claims — and mapping the cluster that should exist around it: a pillar page, supporting pages like “How Fault Is Determined” or “What Your Claim Is Worth,” instead of publishing whatever topic came up in this month’s brainstorm.

IN THIS SESSION, YOU’LL:

• Learn what a topic cluster actually is, and why it outperforms random blogging
• Map a pillar page and 5–8 supporting pages for one practice area
• Learn the internal linking pattern that ties a cluster together
• Audit your existing blog content for what can be repurposed into a cluster
• Leave with a content map for your next 90 days

THE CHALLENGE THIS WEEK

Pick one practice area and map the gaps.
List every blog post or page you already have on it, and mark where the cluster is missing pieces.

THE CLOSER

Random blogging feels productive.
Topic clusters are what actually rank.

Stop Making Your Marketing Coordinator Do Everything

What Belongs In-House, What Should Be Outsourced & Who Owns What

“We’ll just have the Marketing Coordinator do it.”

Those eight words can become one of the most expensive sentences in your law firm.

Your Marketing Coordinator gets hired to coordinate marketing—and six months later they’re being asked to manage social media, create graphics, edit videos, write blogs, build email campaigns, update the website, learn SEO, run Meta Ads, figure out Google Ads, organize events, manage the CRM, track referral sources, and somehow prove ROI on all of it.

Then leadership gets frustrated because marketing isn’t working.

The problem may not be the person. The problem may be the seat.

In this Marketing Power Hour, we’ll break down what a law firm Marketing Coordinator should actually own, which specialized marketing functions are better handled by outside experts, and how to build a marketing ecosystem where your internal person coordinates the strategy without being expected to personally execute every specialized tactic.

We’ll also tackle one of the biggest mistakes law firms make: bringing sophisticated digital marketing functions in-house because they believe it will save money—without accounting for the expertise, technology, testing, data, and constant optimization required to do them well.

You’ll leave knowing how to:

• Define the actual role and outcomes of a law firm Marketing Coordinator.
• Identify which marketing activities make sense to own internally.
• Recognize which functions require specialized expertise.
• Stop confusing “managing the vendor” with “doing the vendor’s job.”
• Create clear ownership between your Marketing Coordinator, vendors, intake team, and attorney.
• Build KPIs that measure your Marketing Coordinator on outcomes they can actually control.
• Identify whether you have a performance problem—or simply an impossible job description.

Stop looking for the unicorn who can do everything. Build the right seat, surround it with the right specialists, and hold each person accountable for the results they actually own.