In the process of running a firm, it can be difficult to find time to work on the marketing of the firm. Between deadlines, RFPs, and day-to-day duties, it can be challenging to prioritize marketing. For most businesses that serve clients, priority tends to be given to things that are viewed as more immediately bringing in money. Making matters worse, marketing can at times seem amorphous, which in turn makes it less appealing as a way to spend your work time. The following article is a guide to the most common roadblocks and how to get around them to help better develop your firm’s marketing.
Roadblock 1: But the office is busy.
When the leads are plentiful and the office is brimming with job activity, it may seem like the worst way to allocate resources, up until the activity starts to decrease, or more plainly, until you really need it. By the time your firm reaches this point, it may be too late to act. The amount of energy and resources needed to “course correct” may be more than are available. For example, updating your website, developing the narrative of your firm, writing content to explain your work, promoting your office, etc. all take time. Having to do all that at once may prove to be more costly because you may need extra help to get the quick turnaround. What can work better is a repeatable amount of time from your workday to devote to marketing your practice. Even 30 minutes a day can make a huge impact over time. Also, as more effort accrues through this persistent effort, your firm is in a ready position for RFPs, new prospects, and last-minute requests without having to scramble.
Roadblock 2: No really, how do you find the time?
The most common refrain is that there just isn’t time. Sometimes this is actually true; more often, this is a lie we tell ourselves because the task is too daunting, unpleasant, or ill-defined. To get around this, first put an appointment on your calendar. Start small (30 mins). Try to make it the first event of the day. Start first by making a list of things to be done. That’s Day One. On Day Two, start tackling items or assigning them to other members of the firm.
Roadblock 3: I don’t know what do.
The feeling of indecision sets in and forward progress screeches to a halt. This roadblock usually indicates that a marketing strategy hasn’t been developed and some key components of what your firm needs haven’t been identified. To kickstart this, first start by answering the following questions:
- Who you need to connect with
- How you’re going to connect with them
- What you want them to do: call you, add you to an RFP list, apply for employment, etc.
- What metrics represent success
These answers to these questions will help give you a roadmap for next steps.
These are just a few of the reasons that marketing can get the short shrift of our attention. Working through these roadblocks, you can start to organize the firm’s marketing efforts so that finding new prospects, responding to inquiries, and answering RFPs becomes more streamlined.
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