For the Defense - Vol. 7, Issue 4 - 51

Six Steps to Make 2023 Your Best
Marketing Year Ever
S
o, how has your 2022 been? After what we have been
through over the past two and a half years, and with
economic pundits saying the " r-word " with increasing
frequency, I hesitate to ask the question.
Yet, I think it is an important one for marketing and business
development. And while I believe that good marketing habits
year-round will bring you success, this time of year both lends
itself to contemplating the past year and holds the sparkling
promise of a " better next year. "
So, let's take advantage of it.
Here are six steps to take right now to make 2023 your most
successful year yet (despite all that recession talk).
Look Back to Move Forward
Pour yourself a cup of coffee or a glass of soda, scotch, or wine
(my contemplative beverage of choice), take a couple of deep
breaths and look back over your 2022.
How did you do with your business development goals? (You
did set some goals, didn't you? If not, don't worry. Setting goals
for your marketing and business development will be a topic for
a future article, I promise.)
Spend some time savoring your marketing and business
development successes and looking at how you accomplished
them. Did your clients, colleagues and referral sources rave about
anything you did this year? Congratulations!
Meg Pritchard
Dig beneath the surface a little and consider who and what
made those successes possible and how you can build on them
in 2023.
Take note of whether your successes aligned with your general
business development objectives, or were they happy surprises?
Consider how these unexpected accomplishments should shape
your next year's objectives. Perhaps they suggest emerging areas
of opportunity-or maybe they were simply one-off engagements
that shouldn't change the course of marketing efforts.
Now, as painful as it may be, think about what didn't work this
year. The fact is, sometimes you don't get the work. And while
misses can be upsetting-not just to your bottom line, but also to
your confidence-they can also be instructive if you're game to
dig in and unpack it.
Can you ask for feedback to hear what happened from the
client's perspective? I once asked for feedback on a failed pitch
and didn't hear anything back; but I reconnected with the client
a couple of years later and learned that it wasn't anything I had
done, but a change in circumstance with the organization.
Even if you can't ask for or receive any feedback, a missed
engagement likely contains some valuable information about your
approach to marketing and business development, if you're willing
to look honestly at it.
Adopt a Marketing Mindset
Marketing often falls to the bottom of many lawyers' to-do lists.
Vol. 7, Issue 4 l For The Defense 51

For the Defense - Vol. 7, Issue 4

Table of Contents for the Digital Edition of For the Defense - Vol. 7, Issue 4

Contents
For the Defense - Vol. 7, Issue 4 - 1
For the Defense - Vol. 7, Issue 4 - 2
For the Defense - Vol. 7, Issue 4 - Contents
For the Defense - Vol. 7, Issue 4 - 4
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