Why “Best Practices” May Not Always Be Best

In my last video, I talked about three reasons why I don’t like the term “best practices” when it comes to legal marketing.

Today I have two more reasons why following best practices for legal marketing could be detrimental.

First, “best practices” are a moving target – what might be a best practice today could change tomorrow. I’ve seen too many lawyers make the mistake of sticking with something that doesn’t work for far too long because they’ve heard from some expert that it was what they were supposed to do.

You need to be flexible and to stay on top of what is working and what isn’t working. Instead of listening to what someone else says is the best way to market your firm, you need to be looking at the data, including:

  • What is driving traffic to your firm website?
  • How many website visitors fill out a contact form or call your office?
  • How many clients and referral sources have you cultivated as a result of your networking?

Use that data to regularly make adjustments to improve your performance. Talk to your clients about what works for them.

And finally, following “best practices” can stifle innovation. By definition, sticking with best practices means you aren’t trying something new. You aren’t experimenting. Instead of being a leader, you’ll always be a follower. aren’t trying new ways to use old tools. That culture of experimentation is important for the flexibility I just talked about – the more you’re used to experimenting or changing, the easier it will be for you to adapt as the marketplace changes around you.

If you’re looking for help developing a personalized marketing plan that works for you and your clients, please contact me.

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