The final leg of the year is upon us and we will be racing the clock to meet our yearly objectives. Are you on track to achieve your marketing goals?
Why a marketing analysis?
We often receive phone calls from small law firm owners that want to “do marketing.” As the conversation progresses, we realize that these small law firm owners are not sure what they want to do, nor are they sure what they need to do. Therefore, we developed a product that will help small law firm owners decide how to prioritize their marketing goals and needs. We have developed a five-part process.
The Process – Step One.
The first thing we do is an external analysis of how the outside world views the firm. This includes a complete website analysis including a page-by-page review as well as an online review where 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 – questions including:
- 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 a media list?
The Process – Step Three.
Next, we meet with the small law firm owner to discuss the survey results – we use this meeting to dig deeper into their goals, expectations and to glean all other pertinent information. These meetings usually last about 2 hours.
The Process – Step Four.
We prepare and issue a detailed report of our findings including an Executive Summary of our findings. We provide feedback and suggestions that fall into three main categories.
- What marketing items can and should be addressed immediately – social media channels, broken links on the firm’s website, etc. Obviously, these priority recommendations depend on the unique circumstances of the firm.
- We address items that can or should be addressed in the mid-term.
- 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 Five.
We meet once again with the law firm owner to go over our findings and answer any outstanding questions from the owner, with the goal of helping 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 – just $750 for a clear understanding of where you stand and what steps you should take next week, next month, and next year. Give us a call to discuss you marketing goals.