We’ve heard it before. You’re the principal at a small to medium-sized law firm. You don’t have the budget for a dedicated marketing professional, and you didn’t go to school for sales or marketing. We get it. But, in the absence of a marketing plan, how will your future clients find you when they need your services? We’re not just talking about billboards and advertisements in your local newspaper. We’re talking about a strategic road map that aligns with your growth objectives.
A well-rounded marketing plan is essential for any law firm or organization that provides legal services. Here are a few tips to keep in mind when you’re ready to get started.
Branding
Create your brand promise
It’s a short statement that shares exactly what your clients can expect if they choose you to represent them. You will need to continually deliver on that promise to build your reputation (and hopefully referrals). Be consistent when fulfilling and communicating your promise.
Design your visual brand
This is how the community will visually recognize your firm. A logo, specific typography, and colors should be used consistently on all collateral, signage, printed materials, giveaways, and your website. It should be easy to recognize your firm at a glance.
Communicate it to your team
Make sure everyone in the office can speak to the brand. You may even consider presenting an elevator speech to the staff to ensure everyone is on the same page and can share it in the appropriate setting like a networking event, or when responding to an inquiry. This would include information on what value you bring as an attorney, a couple of success stories, and testimonials.
KPIs
CPA
Cost per acquisition is vital here. How much money does it take to acquire one new client? Marketing spend, consultations, responding to inquiries all take time, and time is money.
Trackable numbers
Billable hours, rates, and outcomes are easy data points to track and you can gain a better understanding of pain points and create solutions based on these metrics.
Client satisfaction
How happy your clients are is a great metric to measure so you can understand how your firm is perceived by current and future clients. Are you responsive and attentive to the client, or is that an opportunity? Use the positive feedback to share out, and use the constructive feedback to make adjustments.
