Leveraging Local Advantage in Legal Marketing With Jon Robinson & Marc Rioux

Episode 306:

Welcome to episode 306 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Jon Robinson and Marc Rioux, no-BS marketing technologists with over a decade of proven success in the legal industry. Jon and Marc have built tech-first teams that handle every aspect of law firm marketing. Their work is tracked through dashboards that measure what matters, connecting marketing results to intake and operations in platforms like Litify and SmartAdvocate. Their mission is clear and ethical: help law firms gain more clients, deliver better client experiences, and provide full-funnel visibility for owners. As co-hosts of the Jon & Marc Podcast and frequent conference speakers, they share what works—and what doesn’t—so firms can focus on out-executing their competition, not out-spending them.

1. Omnipresent Branding in a Moving Market
   – Why firms must show up across channels as search fragments into AI, social, and local touchpoints
   – Practical ways to build memorable multi-touch awareness without out-spending competitors
2. SEO+ for the AI Era
   – Keeping core SEO strong while adding credible brand mentions, list inclusions, and near-real-time iteration
   – How to make your content the source AI cites by injecting proprietary insights and local expertise
3. Paid Media That Actually Converts
   – Maxing LSAs, defending brand terms, and when (not) to run non-brand PPC
   – Measuring full-funnel impact from click to signed case—not just “leads”
4. Rebrands, Migrations & Reputation
   – Changing names/domains fast without losing equity—what to update and in what order
   – Turning reviews, PR, and community proof into durable advantage over PE-backed entrants
5. Ops Alignment & Authentic Content
   – Connecting marketing to intake and case ops for higher close rates
   – Why real humans beat avatars for trust—and how to scale authentic content across channels

Resources: 

Additional Resources: 
https://www.pilmma.org/the-mastermind-effect
https://www.pilmma.org/resources
https://www.pilmma.org/mastermind

AI for PI Expo:
www.pilmma.org/ai-for-pi-expo