Too many lawyers are convinced that a polished website and basic SEO efforts are the magic bullets for attracting new clients. However, digital strategist and attorney Seth Price suggests a different approach, particularly in B2B law firm marketing. It's not just about having an online presence but about being strategic, focused, and brave enough to reject what doesn’t work in favor of more effective methods.

The Power of Strategic Refusal

In a discussion on the “Be That Lawyer” podcast, Seth emphasizes the importance of eliminating non-beneficial elements from professional life. He shares his personal experience with a real estate venture that, despite its potential for profit, proved too draining and ultimately detracted from his primary business goals. This anecdote underscores a broader principle applicable in both law and broader business contexts: success often stems from subtraction rather than addition.

Building Personal Connections Over SEO

For B2B lawyers, Seth advises putting SEO on the back burner initially. Instead, he recommends investing in building personal relationships with potential clients through direct engagement such as attending sports events, organizing breakfasts, or setting up curated dinners. Personal outreach, according to Seth, is far more effective than waiting for SEO to draw in clients. This approach is particularly potent in legal fields, where trust and personal connection weigh heavily.

Effective Digital Marketing Strategies

Despite the emphasis on personal connections, digital marketing remains a powerful tool under the right circumstances. Seth outlines several digital marketing tactics that have successfully generated significant revenue. These include establishing a strong online presence, crafting targeted campaigns, and employing data-driven strategies to attract high-quality clients. He points out that while creating quality content might not immediately garner a lot of interaction, it ensures that the right people will eventually take notice and engage.

Seth’s insights reveal a nuanced view of marketing within the legal sector, suggesting that the most successful strategies often involve a mix of personal engagement and judicious use of digital tools. Lawyers looking to thrive in today’s competitive environment would do well to consider his advice on focusing on what genuinely works rather than sticking to conventional but ineffective methods.