If there’s one thing I’ve learned in nearly four years of running my own marketing and business development firm, it’s this: nothing grows a professional services business—CPA firm, law firm, or otherwise—like long-term relationships and consistently delivering value through high-quality work.
Digital Marketing Works… But It’s Not Everything
Sure, I help clients build their digital footprints. When done right, digital marketing increases visibility, builds credibility, and drives leads. But even the best SEO strategy can’t replace the power of a referral from someone who knows your work and trusts you. Especially in professional services, referrals still matter—deeply.
My Own Story: Built on Relationships
When I started at a CPA firm two years out of college, I was newly married. I stayed there for 11 years, and three years in, I had my first child. That role, focused on business development, gave me a unique opportunity to invest in networking. I had time to attend events, meet people, and truly build relationships. And I took full advantage of it.
Later, I spent nearly three years at a law firm. And now, I’ve been running my own firm for almost four years. Looking back, I’m convinced my success today is rooted in the relationships I built early on—long before I ever thought about going out on my own.
How Networking Changes Over Time
In the early years, networking was easy. I didn’t have kids yet, so I went to events several nights a week. I joined groups, showed up consistently, and even took leadership roles—VP of Communications in one organization, President of another.
But once my kids came along, everything changed. With a newborn and a toddler, weeknight events got a lot harder. Still, I didn’t stop networking. I just got smarter about it—finding groups that met during business hours and leaning into one-on-one lunches. Everyone’s got to eat, and a lunch meeting gives you real time to connect.
Now, I have a high school baseball player and a 12-year-old daughter. Most of my evenings are spent at the field or around the dinner table—not at networking events. And I’m okay with that. Earlier this week, I went to an evening event with some old colleagues. It was hard to leave the house—we had just baked a loaf of sourdough and a whole chicken—but I went. And I was glad I did. Catching up with referral partners who have become real friends reminded me how far those early relationships have taken me.
You Have to Put Yourself Out There
If you’re hungry for growth, you don’t really have a choice. You have to put yourself out there consistently. Even now, though I’m not on the networking circuit as much, I stay active online—especially on LinkedIn. People see what I’m working on and reach out because they know me and the quality of work I do.
The key is that it all works together: the in-person connections, the one-on-one meetings, the online presence. But it starts with relationships.
The Bottom Line
If I hadn’t built those relationships early on, I’m not sure my business would have survived, let alone thrived. I’m lucky I invested the time when I had it, because now I get to lean on that foundation while still being present for my family.
So if you’re in growth mode—especially early in your career—make the time for networking. Join the group. Show up. Follow up. Take the lunch. The business will come, but only if the relationships are there first.