What is marketing? We define marketing as the overarching term for all activities that attract, engage and retain clients and other audiences.

That means all of the communications activities you can think of, including your website and social media, PR and advertising, brochures, awards. It also means all business development activities such as attending events and networking opportunities, getting involved in third-party initiatives, direct marketing, competitions, encouraging referrals and repeat business.

You may research different markets, sectors or competitors. You may – and should – have a strategy and a plan. You have a name and a brand identity. You have a fee structure. You have an approach to your work and to how you do business. All of this is marketing.

It’s the set of processes and activities through which you place your practice in the market.

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