With decades of combined experience working alongside professional service firms, one clear lesson stands out: ad hoc marketing simply doesn’t work. Whether you’re a law firm, an accounting practice, or another professional services provider, inconsistent marketing efforts waste time, money, and valuable resources - and rarely deliver meaningful results.
In professional services, trust, reputation, and relationships are everything. These don’t develop overnight or through one-off campaigns. Instead, they require consistent, strategic effort over time. Ad hoc marketing (random social media posts, occasional email blasts, or sporadic event sponsorship) fails to build the ongoing engagement and credibility your firm needs.
The problem with ad hoc marketing is that it lacks focus and continuity. Without a clear plan, your messaging is inconsistent, your target audience is unclear, and there’s no coherent path to convert prospects into clients. This scattergun approach confuses potential clients and wastes the resources spent creating content or running campaigns that don’t move the needle.
Professional service buying decisions are often complex and long-term. Prospective clients don’t make quick choices based on a single flyer or a one-off seminar. They need to see your firm consistently demonstrating expertise, understanding their challenges, and providing relevant solutions over time. Only a well-crafted strategy can deliver that sustained presence.
This is why our business model focuses on three key steps: workshop, strategy design & build, and strategy implementation. We start by understanding your firm’s unique goals, strengths, and challenges. Then we develop a tailored marketing strategy designed to deliver consistent, measurable results aligned with those goals. Finally, we implement the strategy in a disciplined way - avoiding randomness, focusing on the right channels, and maintaining momentum.
Ad hoc marketing not only wastes money but can also damage your brand if messages are inconsistent or poorly targeted. Worse, it creates false hope. Campaigns might bring a temporary spike in interest but no lasting impact. Without follow-through, those leads dry up and the cycle starts again.
In contrast, a strategic, sustained marketing approach builds trust, nurtures relationships, and fills your pipeline predictably. It turns marketing from a cost into a powerful investment in your firm’s growth and stability.
If you want marketing that works, not just marketing that happens—, hen abandoning ad hoc efforts in favour of a clear, ongoing strategy is essential.
