It’s spring break season. That means some of your clients and colleagues are headed to the beach, skiing in the mountains, or simply unplugging for a few days.
And while it may be tempting to fully check out along with them, here’s the truth: downtime is one of the best opportunities to focus on marketing.
It might feel counterintuitive shouldn’t you wait until things pick up again? But the slower moments are when you can work on your business instead of in it. It’s when you can take a step back, assess what’s working, and invest time in the things that often get pushed aside during the rush of day-to-day client work.
In short: when others hit pause, that’s your chance to stand out.
Here’s how to make the most of your slower seasons whether it’s spring break, summer Fridays, or just a quieter stretch in your practice.
Don’t Wait Until You “Need” Marketing
If you’re lucky enough to have a steady stream of clients, it can feel like you don’t need to invest time in marketing. But that’s short-sighted. Legal services are not an impulse purchase. When companies hire outside counsel, they do so because they have a need. Your job is to make sure you’re top of mind when that moment comes.
Marketing isn’t just about getting business today. It’s about ensuring you’re still getting business tomorrow.
That’s why the best time to market yourself is when things are going well. Not only are you operating from a position of strength, but you’re also building visibility and relationships that will pay off in the future.
Marketing Is Bigger Than Business Development
One of the biggest misconceptions about marketing is that it’s only about getting clients. In reality, it does so much more.
Done well, it helps you:
- Build your personal brand
- Stay visible to the media
- Land speaking engagements
- Get invited to write or co-author articles
- Earn leadership roles and board appointments
These are the things that raise your profile and position you as a go-to authority in your field. And they don’t just happen. They’re the result of consistent, intentional visibility.
Start With a Personal Marketing Plan
If you’re not sure where to begin, keep it simple.
Set a goal to tackle just three to five actionable marketing tasks over the next few weeks. That’s it. You don’t need a 10-point plan or a full marketing strategy just a few focused efforts that align with your strengths and your audience.
Remember: what works for a corporate partner may not work for a litigator. What resonates with a healthcare investor might not land with a fintech founder. So your plan should reflect your practice area, industry focus, client base, and long-term goals.
Not sure what to prioritize? Keep reading. You have options.
Reconnect with Former Clients and Referral Sources
One of the easiest and most effective things you can do is check in with people you already know.
Send a quick email to a former client with a helpful article. Ask a former colleague how their business is doing. Follow up with a referral source you haven’t spoken to in a while.
These moments of connection don’t have to be formal. In fact, the more natural, the better. The goal is to stay in touch and remind them that you’re a trusted resource, not to hard-sell them on your services.
Strong relationships are still the backbone of a successful legal career. And maintaining them doesn’t require a marketing budget, just intention.
Update Your Bio and Practice Descriptions
This is the kind of task that’s easy to put off when you’re busy. But your bio is often the first thing prospective clients, journalists and speaking committees look at when evaluating you.
Take a few minutes to make sure it reflects what you actually do today. Highlight recent wins, include the industries you work with and make sure you’re using keywords your audience might search for. If you don’t say you do it, people might assume you don’t.
And while you’re at it, revisit your practice group and industry descriptions. These are often overlooked, but they’re prime real estate for showing expertise and attracting the right kind of clients.
Don’t Just Attend Events – Use Them
Industry conferences, bar association events, alumni gatherings, they’re all great for meeting people and staying visible. But don’t just show up. Use these opportunities to create content and expand your reach.
Take notes during panels and write a short LinkedIn post about your key takeaways. Connect with speakers and attendees online. Pitch yourself as a speaker for next year. Better yet, write a blog post with a colleague about a session you both attended.
Events shouldn’t be one-and-done moments. They should spark content, conversations and connections.
Write Something (Even if It’s Short)
Content doesn’t have to be long to be effective. But it does have to be clear, relevant and consistent. One of the easiest ways to stay visible and top of mind is to create short, thoughtful content that speaks to what your clients and contacts are dealing with right now.
Start with what you know. Think about a recent client question, a new regulation, a trend in your industry or even a topic you discussed at a conference. These are all content opportunities. If you’ve said something useful in a client conversation or email, it can likely be adapted into a post or alert.
Keep the format simple. A short LinkedIn post that highlights one takeaway. A client alert that breaks down a development in plain language. A blog post that offers three quick tips based on your experience. You can also repurpose existing content – turn part of a CLE presentation into a post or write a quick reaction to a relevant article.
You don’t need to do it alone. If writing feels intimidating, partner with a colleague or referral source and co-author something. It’s a great way to stay accountable and double your audience. You can also involve your marketing team to help shape your ideas and polish the final version.
Avoid overthinking it. Your goal isn’t to publish something groundbreaking. Your goal is to be helpful, visible and consistent. Every piece of content you share reinforces your brand and expertise.
Thought leadership isn’t reserved for published authors or keynote speakers. It starts with showing up, offering useful information and doing it regularly. That’s how you build trust. And trust is what leads to new work, referrals and stronger relationships.
Audit and Repurpose Past Content
Here’s a secret: you don’t always need to create something new.
Go back and look at your past content such as blog posts, client alerts, LinkedIn updates, videos, podcasts, etc. Which ones got the most engagement? Which are still relevant?
Dust them off and re-share them with a fresh intro or image. Combine two posts into one. Turn an old webinar into a short article.
Repurposing content helps you get more mileage out of your ideas, reach new audiences, and save time. It should be a core part of your marketing strategy.
Strengthen Your LinkedIn Presence
If your LinkedIn profile hasn’t been updated in a while, now’s the time.
Add keywords, update your experience and accomplishments, and complete all the sections that matter. Then take it a step further:
- Send a few personalized connection requests each week
- Comment on posts from key clients, colleagues, and referral sources
- Share something helpful—an article, a client insight, a trend you’re seeing
- Write your own post to share a quick insight or reflection
LinkedIn is a low-effort, high-reward platform for lawyers and professionals. Don’t underestimate it.
Check In on Your Competitors
Want to get a better sense of how your firm stacks up?
Spend a little time looking at what your competitors are doing. What are they posting about? What publications are they writing for? What kinds of events are they attending or sponsoring?
You’re not trying to copy them, but understanding their strategies can help you identify gaps or opportunities in your own.
Set up alerts for them. Follow their LinkedIn pages. Sign up for their newsletters. Then use what you learn to inform your next move.
Create (or Clean Up) Your Email Strategy
Your email list is one of the most valuable tools you have—and unlike social media, you own it.
Now’s a great time to clean it up. Add new contacts. Remove duplicates. Segment your lists by industry or region.
Then think about launching or refreshing a client-focused newsletter. This could be as simple as quarterly updates or top articles from your blog. The key is to be consistent and valuable instead of promotional.
A well-done newsletter keeps you in front of your audience in a way that’s helpful, not salesy.
Don’t Forget About SEO
If you want people to find you online, you need to make it easy.
Take a look at your website and bios. Are you using clear, specific language? Do your pages include the terms your clients are likely to search for?
Consider adding backlinks between related content, optimizing page titles, and ensuring each page has at least 300+ words.
This isn’t just about algorithms. It’s about showing up when people are looking for someone like you.
Give Old Content New Life
One of the smartest things you can do with downtime is figure out how to make your past work work harder.
Look at your analytics. Which client alerts or blog posts performed best this year? Which webinars had the most registrations?
Package those into a “most-read” email or social media campaign. Highlight the authors and add commentary or context to show why the piece still matters.
You don’t always need something brand new. Sometimes you just need to shine a light on what’s already working.
Get Involved Where It Matters
If you’ve been meaning to get more involved in a bar association, alumni network, or nonprofit board—use this time to explore the options.
Volunteering is not just good for your resume. It’s one of the best ways to meet like-minded professionals, deepen your network, and open the door to new opportunities.
And Yes, Focus on Social Media
You knew this was coming. Social media still matters.
But you don’t need to be everywhere. Start with LinkedIn, especially if your clients and colleagues are there. Make sure your profile is complete, your photo is recent, and your headline reflects what you do.
Post thoughtfully. Show up consistently. Add value.
And while you may not need to use Instagram, TikTok or YouTube, it’s still smart to claim your handles on those platforms. That way, you have them if and when you’re ready.
Final Thought: Don’t Waste the Quiet Moments
Downtime is a gift. It gives you space to breathe, to reflect and to work on things that will pay off long after the busy season returns.
So take advantage of it.
You don’t need to do all of these things. Just pick a few that resonate with you and commit to them.
Because while others are taking a break, you can be building momentum.
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