The year may be drawing to a close, but now is a great time to start thinking about your law firm’s goals for 2022. Year after year, the need for a cohesive marketing strategy has become imperative for businesses. business operations and lead generation strategy of a law firm. However, many businesses either don’t know where to start or just don’t have the time to execute a winning strategy properly.
Whether your firm doesn’t have a marketing strategy at all, your current strategy needs an overhaul, or you’re looking for basic best practices, we’ve partnered with Legal Marketing Consultant Stacey E. Burke to help your firm build the bones of a successful marketing plan. Together, we have defined concrete steps and tools to measure success, from inception to implementation.
Determine your baseline (4:45)
A good marketing strategy needs a solid foundation, which means getting a complete picture of the current state of your law firm. You’ll need to collect data from the past year, such as which vendors you’ve used, what they’ve promised to deliver and results, how much you’ve allocated, and social media metrics, to name a few. only a few. Once you’ve gathered this data, you should have a better understanding of what has worked over the past year.
Set Clear, Concrete Goals (5:39)
Every business’s marketing goals are different, but one thing remains the same: having clear goals tied to data and a timeline. It’s very easy to generalize goals and say, for example, “I want to generate more leads. This is a common goal for many businesses, but it lacks metrics that will help you later determine the success of this goal.
Define your target audience (7:15)
There are different areas of law for a reason, so it makes sense that the audience they market to follow suit. For example, a commercial litigation firm and a mass liability pharmaceutical firm do not target the same audience. Each audience has very different specific needs that will attract them to their respective legal services. Defining the target audience for your business is one of the most important steps in developing your marketing strategy. If you don’t reach the right people in the right way, your efforts will almost always be insufficient.
Get your tactics in your order (9:10)
As mentioned earlier, you need to define your audience and understand where they are. For a business litigation firm, its audience is probably on LinkedIn. This type of business will want to focus their efforts on building a strong LinkedIn presence through tactics such as advertisements, serving thought leadership articles, and employee engagement. Facebook is another platform that other practice areas, such as mass tort, will be successful in reaching their target audience.
Gather it all (12:49)
You have your baseline, your goals, your target audience, your tactics and now is the time to create a broad strategy to execute! Using your goals as a guide, your plan should have an overall (broad) annual strategy and then be broken down into each quarter of the year. Of course, things change quarterly and you will need to be flexible depending on what was achieved in the previous quarter.
The end of the year is a great time to create a new strategy. You can reflect on the previous year and use the first quarter of the new year to test your tactics and build on those results throughout the year.
Make sure you have the tools to manage new leads (6:30 PM)
One problem that some businesses find themselves in is the lack of resources to handle new leads. If your marketing strategy is successful, chances are you have a flow of leads or new business that you haven’t received before and need to be able to respond to them.
The best way to convert inbound leads is to have transparent self-service tools. There’s no paper or handwriting to decipher – customers simply enter data through a custom form created by your company. Not only will this help your business manage new leads, but it will also show potential customers that your business is modern, tech-savvy, and values their privacy.
Bake in your follow-up (21:06)
The more set it and forget style processes you incorporate into your marketing strategy, the better. It’s one thing to capture new leads through automated intake, but following up is just as important as closing new business. You can create custom workflows that assign tasks to team members and send reminders. Having a standardized process will make it easier to onboard new customers, limit confusion within your team, and keep prospects from cooling off.
Track Your Progress (33:01)
There are a myriad of ways to track your progress, but the important thing to remember is that you have to keep track of everything! If you don’t know where you started and where you ended, your business will struggle to determine which aspect of your marketing strategy is the most profitable. Tools like Google Analytics or Google Search Console can be essential in helping you determine where prospects are coming from.
Access the full session
For specific examples, data, and a detailed view of creating your company’s next marketing plan, you can check out the recording below.