We often hear from small law firm owners that want to “do marketing.” As we talk, we realize that these small law firm owners are not sure what they want to do. More importantly, they aren’t sure what they need to do. Therefore, we developed a product that will help small law firm owners decide how to prioritize their marketing needs. It’s a five-step process. Check it out and think about your legal marketing in 2021.
The Process – Step One
The first thing we do is an external analysis of how the outside world views the firm. This part includes a complete website analysis including a page-by-page review. This analysis also includes an online review. We look at all of the firm’s social media channels and review content, frequency, consistency and branding.
The Process – Step Two
The next step is sending the law firm owner a detailed survey to be filled out. We ask questions such as:
Do you have a formal firm mission statement?
How do you define your brand?
What is your philosophy/why are you different?
Do you have a written marketing plan?
What are the short-term goals for your firm?
What are the long-term goals?
Who is your ideal client?
Do you have a firm CRM system?
Do you have a marketing budget?
What marketing activities does your firm undertake?
Who are your biggest referral sources?
Who are your main competitors?
Do you have media list?
The Process – Step 3
Next, we meet with the small law firm owner to discuss the survey results. Additionally, we use this meeting to dig deeper into his or her goals, expectations and to glean all other pertinent information. These meetings usually last about 2 hours.
The Process – Step 4
We prepare and issue a detailed report of our findings. This report includes and Executive Summary of our findings. Additionally, we provide feedback and suggestions that fall into three main categories. Firstly, what marketing items can and should be addressed immediately. For example, social media channels should be created. Or, there are no working links on the firm’s website. Obviously, these priority recommendations depend on the unique circumstances of the firm. Secondly, we address items that can or should be addressed in the mid-term. Lastly, we provide long-term recommendations.
Our report also includes a rating scale from our external analysis. We use a ten-point scale to grade each section of the firm’s website, each of its social media channels, and its online presence both organic and direct.
The Process – Step 5
We meet once again with the law firm owner. At this meeting, we go over our findings and answer any outstanding questions from the owner. The goal is to help the owner prioritize where to begin and how to allocate resources.
So, that’s all there is to the marketing analysis for the small law firm owner. For those owners who want to take marketing seriously, beat the competition, and make more money, this analysis may be for you. For those interested, we can send you a redacted final report to gain a better understanding. We have made this service affordable so contact us for more information. It will be worth your while! Regardless, make legal marketing in 2021 a top priority.