It’s tough, especially if you’ve got an established law firm, to onboard new marketing programs. Law firms like that kind of float – you do what you’ve always done, the money comes in. Everything is good – until it’s not. That’s because law firms that run like that, usually don’t focus on data, don’t take a deep dive on finances, and don’t acknowledge (or even know about) practice trends.
But, even in a successful business, the owners and managers should always be looking for new opportunities, including opportunities to build new revenue streams, including new referral or intake channels, related to existing practice areas. It’s healthy to push yourself, in life and as a business owner – to try new things, to experiment with new marketing strategies. But, how do you do it?
Most law firms bite off more than they can chew; and, whenever the lawyers start thinking about a new project they also start thinking about all those lost projects they’ve wanted to pull off, but never had the time to do. So, one marketing campaign often begets five or six more. But, the important thing to remember is that, every change you make doesn’t have to be a huge swing, or several huge swings. The fact of the matter is that, if a law firm can pull off just one change each quarter – that is significant in and of itself. So, if you’ve got an existing firm, and you simply test out a single new marketing campaign each quarter – over time, that can have a massive impact on the health of your law firm.
One may be the loneliest number; but, it may also be the most important number, if you want to achieve steady growth for your law firm.