For many lawyers marketing means tactics, and tactics are the bane of their existence. Who has time to write an article or join a networking group? Go to a cocktail party or conference? Spend time making small talk with acquaintances or, heaven forbid, strangers? Tactics are seen as stand-alone—usually unproductive—activities rather than as a series of strategic, related stepping-stones.
But tactics are stepping-stones that move you from that first “hello” through a series of activities to culminate in authentic relationships. Strategically coordinated tactics are the building blocks of marketing success.