Planning Will Take Your Marketing To the Next Level
In his interview he states that taking marketing “to the next level requires a more integrated approach system and more investment in the front end.” That, folks, is called “planning.”
When asked for his view on the key things that are essential to marketing, he lists three that small businesses (read law firms also) must do:
- Differentiate yourself from others (develop a niche practice or service quality),
- Use technology to “educate, market and generate leads” especially on the Internet, and
- Work on word-of-mouth referrals.
Law firms need to accomplish these things too, but they can’t if they don’t plan them. So, stop chasing the idea or event of the week by planning your legal marketing. It really will take your law firm to the next level.
Tom, I couldn't agree more with you and John, but honestly I think you might be preaching to the choir.
Over the past 14 years I've had a successful practice as a mediator, Ombuds and now as a designer Ombuds programs for small organizations with under 2000 people. My success is a result of seeing marketing as a marathon, not a sprint. By using a variety of vehicles, like my blog and teleseminars, I've educated my niche and learned how to best serve their needs.
Unfortunately, my colleagues in the ADR world are much slower to adapt these techniques and as a result there is a glut of mediators with very little work blaming it all on lawyers who enter the field.
People who seek out marketing knowledge and innovation by reading your blog or Duct Tape Marketing blog are already ahead of the game. The real question, at least for me, is how to convince other practitioners to join the fun.
Dina Beach Lynch
WorkWellTogether.com
Mediationmensch.blogspot.com
ADRPracticeBuilder.com (June, 2006)
