When it comes to attorney marketing there are two types of thinking: Long Term Thinking and Short Term Thinking. Unfortunately, most attorneys think about the short term more than they think about the long term.
As a frame of reference, I am defining short term thinking as: The time frame between now, the present moment and the trailing twelve months. For the purposes of this discussion, Long Term thinking is thinking beyond the current twelve months.
Law firm marketing should always balance the need for new business today with the potential for developing business from existing clients (either through additional matters that develop with a client or through referrals sourced from within your client base). Attorneys must keep this in mind as they develop a marketing plan.