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
Many organizations are just getting going for the year, and this
is a good time to explore new involvement and reevaluate old
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
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published August 29, 2013
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