Thanks to database technology and various analytics that we have access to we are able to more narrowly define and target subsets of our clients and prospects.  This is often referred to as vertical marketing.

It’s been interesting to me to reflect on our industry over the past 12 years and see the very significant differences in the way that we practice business development and marketing in 2008 versus that way it was done in the 1990’s.  Marketing is no longer as effective when done with the shotgun approach.   Mass media still works, but other types of relationship driven strategies are becoming far more effective.

Are you engaging in a conversation with your clients and propects?  Is there a developing relationship?  Have you embraced social networking and all that it has to offer?

Over the last few months I conducted a series of market research surveys in law firms throughout the country.  One of the things I assessed is the most important factors for choosing a law firm.  The number one answer was “someone you trust recommends the firm.”

Let’s think about that.  If your clients are most likely to come to you because someone they trust recommends you, then doesn’t it makes sense for us to spend far more time building relationships…the kind of relationships that lead to great word of mouth on your behalf?