Each year, Wisconsin Lawyer Magazine does a round-up of the latest legal trends. For the third year in a row I shared my thoughts on a legal marketing trend everyone should be paying attention to.
“Successful attorneys have always relied on referrals to build and maintain their book of business. That is nothing new,” according to Emily Kelchen of Kelchen Consulting, past chair of the State Bar’s Communications Committee.
“But there is a renewed focus on this sort of business generation as people reevaluate the benefits they get from being a member of a bar association, chamber of commerce, community not-for-profit, or even the country club.
“The pandemic forced everyone to pause in-person gatherings, and many people are being careful about what they recommit to. From a marketing perspective, this means asking yourself:
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Does my intake process show certain organizations or activities are generating business inquiries?
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Are there other organizations that would give me better opportunities for professional or personal growth?
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Is there a way to leverage the time I’m spending with a particular organization to get more exposure? Like a speaking engagement, social media posts, or traditional media coverage?
“If you can’t pinpoint the value you are getting in return for the time or money you are investing into an organization, it’s time to make some changes.”
The whole article is worth a read, whether you practice in Wisconsin or elsewhere. Click here to have a look.
The excerpt above is from an article that originally appeared in the January 2025 issue of Wisconsin Lawyer Magazine. 98 Wis. Law. 8-15 (January 2025).