Too often, lawyers (and marketing professionals) talk about tactics before making a legal marketing plan. This approach is not the best approach. For instance, when you meet with a financial planner, they tell you to gather some docs including your income tax return, insurance, and annuity contracts, most recent payroll stub, company benefit statements, current financial statements, and will/trusts to start.
Because a financial planner starts by helping you set your financial goals, track your money, and redirect it toward your goals, the only way to do that is for the financial planner to understand the whole picture.
Like financial planning, legal marketing is an ongoing process that will help you reach your goals.
So, when you sit down to map out your legal marketing plan or meet with a marketing agency, you need to get your information together.
- What are your financial goals – for this year, next year, 5 years, and 10 years?
- How about your professional goals – to become a judge in 10 years, to own your own law firm, or to transition to firm management?
- What is your current marketing spend? Think advertising – print and digital, CRM and other software, lead generation, content marketing, SEO, website fees, trade shows, events, memberships, agency fees, client gifts, printed materials and displays, social media monitoring and participation, sponsorships, and personnel.
- What is the goal for each of your expenses?
- What is the ROI on your marketing spend? Are you tracking how clients are getting to you?
- Who is your target market?
If your in-house marketing manager or agency doesn’t ask what your goals are and doesn’t ask you the tough questions (see above), that is a red flag. This marketing company isn’t working FOR you.
When setting out to make your legal marketing plan, every activity should have a purpose. Don’t post on social media just to check a box. What is the goal?
So, before you sit down to write a legal marketing plan, gather your information and know your goals.