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Choosing the Correct Strategy

Facebook, Twitter, YouTube? Is that what you are betting on to build your law firm’s practice? Do you really think someone will make a decision to hire your firm or services when they see your postings on Facebook among all the cute photos of pets, weddings, food dishes, political stupidity (my choice of words) and selfies? Will someone contract with you if they happen to see a 140-character tweet right after they read one from a DJ rapper, a pro athlete’s insulting rant or a socialite’s OMG moment when he or she orders sushi?

More often than not, people tend to look for the latest style or fashion for marketing their services, rather than what makes the most sense in terms of strategic options. Social media is definitely less of a cash outlay than more traditional marketing vehicles, but it does require your time and attention. Ultimately, what should really matter is your return on investment. Spending one dollar on something that does not deliver a real value is a waste of money. Spending many dollars on things that do work and provide tangible returns is a smart strategy that pays off handsomely at the end of the day.

Remember that effective marketing is all about reaching the right audience. Will the corporate counsel of a multinational with operations in South Florida have the time (or inclination) to follow you on Twitter? Will an experienced litigator turn to Facebook in search of the right expert witness for the next trial? The answer in both cases is probably “no.” Although social media can support a professional’s marketing program, it usually doesn’t deliver the right audience or provide a good context for effective marketing.

Therefore, South Florida attorneys, accountants and financial professionals should think carefully about their prospective clients and referral sources when planning a marketing or business development program. In that regard, many professionals would like to spend their days practicing their chosen profession. They have a passion for law, finance or accounting, and that “calling” motivates them to put in long hours on behalf of their clients.

We should honor that personal dedication to a professional practice while also recognizing that it is not the end of the story. Successful individuals and firms must also demonstrate their ability to attract new clients, and manage their businesses. At the end of the day, a professional or a firm will be measured by its results, whether monetary or the impact it has on society.

By making your marketing and business development program a priority, you can connect with potential clients and have a positive impact on your practice and society as a whole. Think carefully, and choose a strategy that will support your efforts in achieving the results you seek.

Jacob Safdeye

“Many a small thing has been made large by the right kind of advertising.” - Mark Twain

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