No one way has been more successful than another.  Law firms need to marshal all available resources to project core values in consistent messages.  As outreach changes, law firms need to adopt new technologies and techniques.  I put marketing into two large buckets: 1) personal social connection and 2) media connection.  I join referral groups, go to chamber of commerce mixers, and engage in speaking opportunities to fill the first bucket.  I post blog topics, have an internet and social media presence, and pay for advertising to fill the second bucket.