Learning how to make a law firm marketing plan is a challenge for attorneys. You want to attract the right kind of clients, but you also don’t want to come across as desperate or sleazy. The key is to have a solid plan in place before you start spending any money on marketing.
Here are some tips to help you learn how to make a law firm marketing plan.
Define Your Target Clientele
The first step in creating a law firm marketing plan is to define your target clientele. This might seem like an obvious step, but it’s important to be as specific as possible.
For instance, rather than saying that you want to attract “divorce cases,” narrow it down to “couples getting divorced who have children under the age of 18.” The more specific you are, the easier it will be to create messaging materials that resonate with your ideal client.
Research Your Competition
Once you know who you’re targeting, take some time to research your competition. Find out what they’re doing right and what they’re doing wrong. Then, use that information to position yourself in a way that sets you apart from the pack.
For example, if most of your competitors are using traditional advertising methods like print ads and TV commercials, consider investing in digital marketing instead. Not only is digital marketing more cost-effective, but it’s also more likely to reach your target audience where they’re already spending their time online.
Set Some Realistic Goals
Now that you know who your target audience is and what your competition is up to, it’s time to set some realistic goals for your law firm marketing plan. To do this, start by figuring out how much money you’re willing to spend on marketing each month. Then, determine what kind of return on investment (ROI) you need to break even. From there, you can set goals that are challenging but achievable.
Create a Marketing mix that Works for You
Once you’ve defined your target clientele, researched your competition, and set some realistic goals, it’s time to start putting together a marketing mix that will help you achieve those goals. A good marketing mix includes elements like SEO keywords research, content marketing, and lead generation campaigns.
