Marketing is everything you do to make the sale easier. In my experience, most attorneys who are good at marketing are not great at sales and vice versa. Yes, there is overlap but the skill sets are distinct.

To maximize your marketing efforts, they must be thoroughly integrated with and supportive of your sales efforts.

You need to have a clear understanding of how people move through your marketing funnel. What I mean is, you need to understand how people go from not knowing anything about you (entering the funnel) to being ready to hire you (within the funnel). 

And once they are in the funnel, what's the next step you want them to take? You need to answer these questions each step of the way (all the way through the funnel) and you need to support each step with your marketing efforts.

Let's take an attorney who practices business law for small to mid-sized companies. For most attorneys there is a five-stage sales cycle:

Stage 1 is identifying your ideal target market (ITM) - Your ITM is the person or company who is most likely to hire you initially, repeatedly and at the highest profit margin.

Stage 2 is "lead generation" - Find prospects in your target market. There are several kinds of marketing activities you can do to jump start this process including:

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