You’ve heard it before: “The more things change, the more they stay the same.” When it comes to marketing your practice in 2012, some aspects of marketing, especially the tactical aspects, are continuing to change, while many fundamentals (e.g., knowing who your market is) remain the same. Social media — LinkedIn, blogs, Facebook, etc. — is growing in importance to a firm’s overall marketing strategy as a means to magnify traditional marketing tactics such as networking. And with the advent of these opportunities, marketing channels have become more integrated than ever. As we move into 2012, it is important to understand how this wide array of tools works together so that you can effectively market your practice in the new year.
Integrated marketing
Integrated marketing has always been the watchword, and continues to grow in importance. Integrated marketing means each component reinforces the other, e.g., reinforcing your brand by ensuring that every piece has the same look and communicates the same message. For instance, your hard copy marketing materials encourage your prospective clients to visit your website or related micro-sites, which are then linked to your social media profiles and blogs. Intertwined marketing provides more channels through which you can convey your messages, taking them even further and raising your visibility. Each time you post an article on your website, mention it on your blog, or even better yet, have it mentioned in someone else’s blog. You are using online channels to make it known that you are a published, credible expert. Such opportunities create greater visibility and demonstrate your expertise to allow you to establish and enhance critical relationships, which are the core of your success.
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