A New Way to Look at Law Firm Marketing Plans

You’ve been hemming and hawing about whether or not it would be worthwhile to develop a marketing plan for your firm. Meanwhile, there’s been no change to the status quo, even though you’re not actually satisfied that you’re meeting your practice goals.

Well, here’s a new way to look at the problem.

Simplistically, there are five key aspects to a legal marketing plan:

  1. Target market – Who do you want to reach?
  2. Messaging – What is your unique and valued difference?
  3. Vehicles – Where will you distribute that message?
  4. Action plan – Who will do what, by when and for how much?
  5. KPIs (Key Performance Indicators) – How will you measure the success of your campaign?

If you’re hesitant to embark on a full-fledged marketing plan because you’re unsure that you (or your partners) have the appetite for it, instead try this approach.

Consider if you’re missing just one of the five aspects above (enough so that you feel the pain and you’re all in agreement that it’s an issue). If, yes, then begin with a short and focused planning exercise.

Just start somewhere.

So, for today’s tip. Consider viewing the marketing plan with a fresh perspective. If you can get anything out of it, then go forward, even if it’s just a limited exercise. Success builds on success. Any improvement that your partial plan can deliver for your firm will be sure to build upon itself.

For more reading on marketing plans, see these past articles on SlawTips:

Also, see the following articles by Sandra Bekhor at Toronto Marketing Blog:

Sandra Bekhor, Toronto

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