I’ve talked to lawyers who no longer do any marketing. They say they don’t need to—they get all their work from existing clients, through referrals, and based on their reputation in their community or niche. They’ve “put in their dues” and are now enjoying the fruits of the hard work they did at the beginning of their career.
Or they are so busy with work, they need to focus on that and no longer have time for marketing.
How about you?
Since you’re reading this, I’m going to assume you (still) do (some) marketing. You may have changed what you do, or how much you do, but your marketing is still an important part of your business. The question is, can you see yourself ever slowing down or stopping?
Here are my thoughts:
- You might want to (or need to) continue marketing, or do more of it, to get to “the next level”. No matter how successful you are, there’s always the next level.
- You might want to expand your marketing to get big enough to justify hiring a team to do most of it. Or, if you already have a team, to hire someone to supervise them.
- If you get a large percentage of business through advertising, it’s profitable and doesn’t take a lot of your time or energy, you should do more of it. Look for ways to expand into other markets, and ways to increase your ad “buys”.
- If you advertise, but it’s not as profitable as you think it could be, talk to some experts. A few simple changes might make an enormous difference.
- Consider new marketing strategies. You might find some are easier, less time consuming, or more profitable. Writing a newsletter, for example, takes less time than networking.
- Do more of the marketing you enjoy, less of the marketing you don’t. If you like what you’re doing, you won’t have to force yourself to do it and you’ll get better and faster.
- Consider that what’s working today may not work tomorrow. Keep your options open and continually experiment.
- Never make the mistake of thinking you need to do everything yourself. If you want to grow, you can’t do everything yourself.
Repeat business and referrals may be the ultimate marketing strategy for attorneys, but it’s not the only game in town.
