Whether you are a sole practitioner, a partnership, or a small or medium-sized practice law firm marketing is essential if you want to be profitable. Regardless of your firm’s size and status, and no matter which point you are at in your marketing journey, it is important to invest in activities, that will work for your law firm.
Before you start actively marketing, you must create a plan which establishes a roadmap of how you will market your law firm. To create a law firm marketing plan, the following elements need to be described in detail.
Identify your target market
This includes defining:
- How old they are?
- Where do they live?
- Their gender?
- What is their education level?
- What do they do for a living?
- What is their average income?
- What motivates a client to establish contact with you?
- What form of media does your target rely on for information?
Your target market will be different for each area of law you are offering, so breaking it up by services is important.
For example, a family law client will be different to a commercial or criminal law client.
The next step of your plan is to identify your KPIs or goals for the year. Make your goals specific and measurable.
Develop the marketing strategy
Once your target market and goals have been defined, the plan moves on to strategy.
This is where you highlight what marketing strategies you plan on taking which will help you achieve your goals. These strategies will be a mixture of brand awareness, product awareness and conversion strategies.
Develop a marketing budget and activity plan
The final step in creating a marketing plan is to develop a budget and a schedule that plots out exactly when your marketing activities will take place, and how much it will cost your firm.
Marketing for a law firm doesn’t need to be ‘salesy’, but it does need a coordinated, strategic approach – which is a written plan, over a set period, that identifies your marketing goals and the activities and processes you will use to achieve them.
Download your Marketing Plan
To help you get started, we’ve created a Marketing Plan for law firms, which can be downloaded on the ‘eBooks’ page of our website.
Whether you choose to outsource all or some of your marketing or do it entirely in-house, our Law Firm Marketing Plan can help you reach your next financial year’s marketing goals.Slide 6
This video was bought to you by Lift Legal Marketing.