Aligning your marketing activities with your marketing strategy

In my last column, I talked about the importance of taking stock in your career and looking at whether your firm provides you with the right platform for achieving the success you want. As Labor Day is upon us, this is also a good time to evaluate whether your marketing activities are consistent with your overall marketing strategy.

Many organizations are just getting going for the year, and this is a good time to explore new involvement and reevaluate old involvement.

We are all creatures of habit. We sometimes get involved in activities and continue to stay involved simply because of inertia. But on closer examination, the trade associations we belong to, the activities we participate in and the hobbies we pursue, may not support meeting the referral sources we want to meet.

I have had several conversations with partners this week who continue to market themselves as lawyers who work in a particular industry. But on closer examination, these attorneys do little work with these industries and do not expect to do much work with clients in these sectors anytime soon.

So the question I have for them is "why do you mention that industry in the first sentence of your profile on your website bio and your LinkedIn profile?" Why do you continue to speak at industry functions and network with an industry that provides you with limited opportunities for generating work?

As we enter the fall season, think about whom your ideal clients are (which includes thinking about who you are likely to work with). It is nice to aspire to represent clients in a particular niche, but it is also important to be realistic.

None of us have an infinite amount of time to speak, write, network and take on leadership roles. Choose those activities which support your best shot at building the business you would like to grow, but be realistic about focusing on work you are likely to get. That should dictate what the high-value marketing activities for you are and which ones are fun, but unlikely to lead to paying work.

Tip courtesy of Stephen Seckler, president, Seckler Legal Consulting and Coaching.

Published August 29, 2013


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