Amanda Sexton | Creating Content That Converts

Amanda Sexton is the founder and CEO of FocusWorks Marketing. Her agency uses the power of digital marketing to grow law firms through content that converts. For 15 years, she has shaped brand development, created award-winning content, and helped service providers like law firms create successful marketing campaigns.

Amanda is also president of New Jersey Legal Industry Providers and a director at large for the Legal Marketing Association's northeast regional board. In addition, she speaks frequently for industry conferences such as the ABA TechShow and the Legal Marketing Association's National Conference.

WHAT'S COVERED IN THIS EPISODE ABOUT CREATING CONTENT THAT CONVERTS

Like any business, law firms have unique marketing needs. Yet, law degrees rarely come with a focus on marketing education. Combine this with the fast-changing nature of digital marketing and the countless investment options available, and it's easy to see why many legal professionals feel overwhelmed.

The result? Noise. In an industry where the focus is often squarely on serving clients, it's challenging for lawyers and legal organizations to cut through the clutter and craft content that resonates with the clients they want to serve.

In this episode of The Lawyer's Edge podcast, Elise Holtzman talks with Amanda Sexton, founder of FocusWorks Marketing, about how lawyers and their firms can overcome the overwhelm and develop content that attracts ideal clients. Amanda shares insights on what to consider before making marketing decisions, key metrics to track success, strategies for creating content that converts, and much more.

2:36 – The meaning behind Amanda's tagline "Content that converts," its relevance for law firms, and why digital marketing can feel overwhelming for lawyers

6:32 – The array of marketing expertise available and how to navigate it

8:55 – Essential considerations for deciding where to allocate your firm's marketing resources

11:03 – Establishing a marketing budget, critical numbers to monitor, and ongoing challenges in marketing

15:07 – Effective content strategies for law firms and a major missed opportunity many firms overlook

18:10 – Discovering what sets your firm apart and leveraging LinkedIn effectively

21:45 – Identifying what prospective clients need to hear to take the next step

25:07 – How law firms can support their marketing teams to achieve broader organizational goals

31:04 – Metrics to regularly review for evaluating marketing effectiveness

35:08 – Examples of evaluating and adjusting marketing strategies based on results

36:40 – A simple but impactful idea that could improve your marketing outcomes by up to 60%

38:23 – Amanda's fundamental advice for creating content that converts: balancing professionalism with authenticity

MENTIONED IN CREATING CONTENT THAT CONVERTS

FocusWorks Marketing | LinkedIn | Instagram | Facebook

Legal Marketing Association | Northeast Region

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The Lawyer's Edge

SPONSOR FOR THIS EPISODE…

Today's episode is brought to you by the Ignite Women's Business Development Accelerator, a 9-month business development program created BY women lawyers for women lawyers. Ignite is a carefully designed business development program containing content, coaching, and a community of like-minded women who are committed to becoming rainmakers AND supporting the retention and advancement of other women in the profession. 

Early Bird Registration is now underway for our 2025 Ignite cohorts. If you are interested in either participating in the program or sponsoring a woman in your firm to enroll, learn more about Ignite and sign up for our registration alerts by visiting www.thelawyersedge.com/ignite.https://thelawyersedge.com/podcast/amanda-sexton-content-that-convertshttps://thelawyersedge.com/podcast/amanda-sexton-content-that-converts