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    Wisconsin Lawyer
    December 01, 2017

    Five Marketing Tips to Finish the Year Strong

    Wind up 2017 with these marketing tactics, and you'll start 2018 on the right foot.

    It’s December already; 2018 will be here before you know it. I hope that 2017 has been a great year for you so far – but it’s not over yet! It can be easy to lose focus this time of year, so I encourage you to block out distractions and finish the year on a strong note, as well as lay the foundation for an even better new year.

    Daniel DeckerDaniel Decker is a co-founder and partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines.

    Here are five practical tips to help you do that.

    1. Check in With Current and Past Clients

    Make a list of your best clients – current and past. Then, devote an afternoon to check in with them via phone. Ask them how their year has gone, and if there’s anything else you can take off their plate before year-end. This is a great way to generate new engagements, and even the clients who don’t need work done will appreciate that you took the time to check in with them.

    2. Host a Holiday Event

    Host a networking or educational event in your office or at an outside venue. Invite clients, past clients, referral sources, colleagues, and friends. Provide value for attendees – consider giving a presentation yourself or bring in an outside speaker. This is a great opportunity to harness the energy that is present this time of year, and it’s an effective way to increase your visibility and your credibility across your network.

    3. Commit to Writing at Least One Blog Entry Per Month

    Blog content on your website is so valuable. It’s an effective way to demonstrate your expertise and engage visitors with your website at the same time. Focus on practical information for your target clients – answer their questions, provide practical information, share tips, and so on.

    4. Launch an Email Newsletter

    An email newsletter is your “secret weapon” when it comes to generating referrals. Your newsletter allows you to create touch-points with your entire network, every month (or even more frequently, depending on how often you send it out). I’ve said this many times, but I’ll say it again: Every lawyer should have an email newsletter. The bottom line – if you don’t have an email newsletter, you’re missing out on business, so take action right now and make it happen.

    5. Create (or Update) Your Video FAQ Library

    Video is one of the best ways to establish trust with potential clients. I recommend that lawyers create a “FAQ Library” on their website – a series of 30-60 videos addressing common questions and concerns raised by prospective clients. If you practice family law, for example, you could include videos like “How Is Child Custody Determined in [Your State]?” or “How Can I Protect My Kids During the Divorce Process?”

    These videos should be natural, conversational, and unscripted. Video is a great way to educate, engage, and build rapport with potential clients. It’s also something that you can record and then reap the benefits of for years to come.


    The holidays are right around the corner. But don’t lose focus – finish 2017 on a high note and set the stage for an even better year in 2018.

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