The definition of insanity is doing the same thing over and over again expecting different results.

Albert Einstein

There is a difference between consistency and insanity. One measures the results of your actions and strategy, the other does not. Consistency will transform your law firm growth rather than leave you franticly marketing for new clients.

The Marketing Cycle

Without a strategy in your law firm you are in danger of becoming stuck on the law firm marketing merry go round. Using the same ineffective marketing methods will leave you dizzy and unable to measure which method is best.

Law firms need a steady flow of leads to drive growth but if you are not achieving this then it’s time to rethink your marketing strategy. Are the following statements true for you?

• I launch a marketing campaign to obtain new clients, quickly reach capacity and need to scale back my marketing efforts.
• I work tirelessly for long hours on the new client engagements I obtained from my marketing campaign.
• When work is nearing an end I realise I need to launch a new marketing campaign to obtain new clients.
• I don’t know which method in my marketing campaign provides the greatest return on investment.
• I repeat this cycle to keep my business afloat but it’s exhausting and growth is slow or stalled.

If you any of these statements are true it’s time to get off the merry go round.

Growth for your law firm

There are better ways to ensure that your inflow of client leads continues to increase. Achieve this and your business will grow, your profits will increase, and your stress will reduce.

Successful marketing for your law firm involves commitment and measuring what does and does not work. You should choose a few methods to obtain new clients, which should all be measurable. The goal is that your strategy should take as little effort as possible on your part but give you the highest return. To create a solid marketing strategy, you need to do the following:

• Identify where your clients are and how you can connect with them.
• Establish what problem your business solves for those clients. This is what you will communicate to them.
• Measure the methods you choose to use in your marketing campaign to determine which are most and least successful.
• Stick to the plan and give it time to work.

You’re not alone

I know it’s overwhelming, especially when you are a sole practitioner, and I’m guessing you did not start your law business to become a marketing expert. A supportive group of peers or a mentor can help guide you in the right direction.