One of the first things a new lawyer develops is a marketing plan in order to support their career. For this reason, a marketing plan is normally on the minds of many new lawyers as well as veteran lawyers looking to transition to a private practice. So, what makes up a good marketing plan? What components do you need to put in place to ensure success? Explained below are five keys of a good lawyer-marketing plan.
But first, there are certain things you need to be aware of; you can’t possibly get out there and get a perfect marketing plan, there is no such thing and if there were, it most certainly could not work for all lawyers in all situations. Different lawyers have different goals, hence differing marketing budgets, expertise and types of audiences, which also means that differing types of lawyers need various types of marketing plans as well. For instance, a veteran with years of experience and thousands of dollars in their budget will need something different from a new lawyer who only has hundreds of dollars in their budget and no experience at all. You have to make it work for you, and you can use these key elements:
The cost factor
The very first thing you need to establish is a marketing budget. Try to do this before you make any other plans at all. It will be very tempting to shop around for marketing services so that you can set the budget based on those services but you have to understand that this is financially backward. Decide before hand how much you can afford to spend in about a year and have a general number before you move on other things.
The immediacy factor
Consider how quickly you need to have the marketing program generating business in order for you to stay afloat. Put simply, how long will you depend on the plan right from day one? This will actually determine the type of marketing you need to use, SEO or PPC in terms of online marketing strategies. An SEO campaign will grow steadily with time but it will take time. On the other hand, a PPS marketing strategy could begin generating traffic as soon as it starts running. This means that, if you are a new lawyer with no referrals, it would be best to use both strategies, SEO for long term purposes and PPC for short term.
The audience factor
You need to consider who you are trying to reach exactly because it will influence how you need to reach them. If, for instance you are a real estate attorney, you could advertise on a TV ad during a real estate show break. This would be the same case for other marketing strategies, if you use direct mail, you will get financial and geographical demographics that match your target. In case you are planning to use search engines, you will use the kind of phrases that your audience will be searching for. You should do enough research on your target audience so that your plan will deliver positive results.
You have to diversify your marketing plans by spreading them to multiple channels. This is you not putting your eggs in one basket. There are numerous services, which help lawyers expand their web presence, with services such as blogging, web marketing, search engine optimization, online PR and PPC. Of course, you need to be prepared to try to see the one that will work best for you.
Testing and tracking
You need to keep track of your marketing results so you will know what works and what does not. You might be investing in techniques that are not yielding results to your favor. Actually, without a testing and tracking process, you won’t get to know your ROI. You could keep the following two steps in kind to know how to track efficiently:
This is typically the first rule of tracking. Common sense will guide you in creating an effective marketing plan.
This is another important principle because if you expect too much from one medium, it might disappoint you in the end. For example, you cannot rely on SEO to generate website leads while it is normally good at generating traffic. You will still need to capitalize that traffic in a way. To test SEO, you will need to use search engine ranking and site traffic instead of leads.
You will probably need more plans and make more decisions but if you start with these tips, you will be headed in the right direction.