Building a fire is fun. Roasting the marshmallows is usually a treat, and sitting around watching the flames is one of the primal joys of our species.
It’s around a fire, after all, that our ancestors spent countless evenings telling stories, singing songs and generally deciding the fate of the entire tribe.
When the fire burns low, we’re left with embers.
We grab a poker and try to bring up some fire and keep the magic going a bit longer, but any fix is temporary. We were a few dancing sparks, maybe a bit more heat, but that’s it.
In order to bring the fire back to life, we’ve got to add something. More kindling, more wood, and more effort.
So, too, in the way we practice law. To bring in business, you’ve got to add something. What worked a decade ago isn’t doing the trick in the age of digital communication. People are finding their own answers in new places, reaching out to nascent networks for help.
Notice that I didn’t say you should be moving all of your business building efforts online, or to the “flavor of the week” social network. That would be irresponsible of me.
Your existing marketing channels worked for a long time without help, so unless you’re not getting any return on your investment you should remain there. The trick is to add an online component in a way that complements your existing strategy.
Which media you choose to add – a blog, a podcast, video, social networking platforms, or whatever else is out there – depends on where your prospective and existing clients can be found. Failing to do that almost ensures the failure of your online efforts.
And we all know it’s a shame to see a good fire die out for lack of tending.
Image courtesy of colorblindPICASO