Developing The Law Firm Marketing Mix: Resisting The Silver Bullet

The law firm of today is faced with an enormity of marketing choices. One can take the traditional route of advertising, giving seminars, getting articles published, doing the “rubber chicken” circuit, developing brochures and other sales materials and for some, perhaps even implementing some kind of direct marketing effort. Or, one can join the 21st century and engage in such exotic activities as search engine optimization, pay-per-click, podcasts, blogging, and social media. Depending on each firm’s situation, any and/or all approaches can be valid.

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