If multiple attorneys in your firm are writing blogs (and they should be! Then, you’ll be able to track conversion: the rate at which you convert leads, prospective clients, to actual clients who put down a retainer. PDF; Size: 469 KB. If you’re inspired to get to writing your own marketing plan (and we hope you are! The “downside,” if you can call it that, of PPC advertising is that it costs money, every click. What Factors Should You Consider When Comparing Franchise Opportunities? When crafting the Why part of your law firm marketing plan, define the purposes of your marketing plan, which may include (for example): To establish Collins & Whitmore as an authority on the practice of Family Law in California. You can (and should) refine your goals over your first few quarters. WHY: The purpose of your marketing plan. Your business plan can look as polished and professional as this sample plan. So also a larger law firm can look for a smaller law firm that has huge potentials to acquire or to form strategic marketing alliance with. What to write about? Start your own law firm business plan. To generate “Marketing Leads,” or followers: your website audience and readers of your content (who may become clients later). PDF; ... Law Firm Marketing Plan Proposal. (We’ll cover tracking results a little more later.). Leads are good, but really your law firm marketing plan’s purpose is to yield new clients. Having an online law firm marketing plan is crucial for any legal business. (After all, nobody knows your practice area as well as you!). Who will do this? All Rights Reserved. While there’s not necessarily a right or wrong way to display and represent “bad”, “good,” and “great” numbers for generating new leads for your firm, what we’ve found helpful is to define “stoplight” metrics that define what you consider bad, good and great. Law Firm Strategic PLan-ning: a rePort on the State oF the art W e canvassed and received detailed feedback from amlaW ranked firm leaders on their ap-proach to strategic planning and their specific responses to 18 questions. Or putting together your email newsletter. A colleague may have a case to refer your way, but if you are not in touch every so often, you might slip their mind. ... many lawyers will agree that they struggle when it comes to developing and implementing a strategic plan for their law firms. Marketing online might seem like a daunting task for a new law firm or even an older firm adapting to the modern world. To establish Collins & Whitmore as the clear go-to for Mother’s Rights in New York. 8 Alternative Funding Options for Small Businesses, 3 Steps to Figure Out How Much Money You Need to Start a Business, See more articles in Funding a Business ». mdcourts.gov. Below is a sample. It may sound obvious or unnecessary, but you should clearly define the purpose of your law firm marketing plan. In this article we’ll cover how to best write, and execute on a killer marketing plan. Additionally, it provides structure for your firm’s strategic planning process. Your PPC campaign needs ongoing attention or its results will wane over time (or never start.). It’s important to define the goalposts with lead (and client) generation so you have a way of knowing if your marketing plan is succeeding or needs more work. This is How to Build Remote Work into Your Startup Business Plan, How to Write a Business Plan for a SaaS Company, How to Create an Accurate Restaurant Sales Forecast in 2020, See more articles in Writing a Business Plan », How to Make Your Business Plan Standout for Investors, How to Successfully Pitch Your Business Idea to Investors, The 11 Slides You Need to Have in Your Pitch Deck for 2020, See more articles in Pitching a Business ». iX JOhN STERLING is a founding partner of Sterling Strategies, LLC. You should track how many leads you generate, and how many new clients you generate. Others shoot for 20%. Data from the Legal Trends Report. Below is an overview of the most-used, and most-effective components of a law firm marketing plan. Your plan may include a concentrated effort to build followers and nurture your audience in the same way Email Marketing does. Strategic Planning For Law Firms By Steven Treharne of Mogers The first hurdle to overcome is to accept that lawyers sometimes find it difficult to deal with ... For example, what happens if the economy is dire for the next 5 years with no growth; what happens if the new entrants flood the market place with cheap ... as a reality check against what can be achieved. An effective PPC campaign is more than just ads, however. SEO is an art and a science. Sue-Ella Prodonovich , principal of Prodonovich Advisory, says firms should be prepared to review their strategic plan every three months in a fast-changing environment. You can use our Sample Marketing Plan as a template–or create your own. It’s more important that you, over time, track and calculate conversion than you necessarily define a perfect conversion rate goal right away. United States7500 Flying Cloud DriveSuite 640Eden Prairie, MN 55344, CanadaUnit 5254649 Macleod Tr SWCalgary T2G 0A6 AB. Before you go ahead with writing a law firm business plan, it’s important to take a step back and reflect on what you want from your practice first. For instance, if you write a great article about tenant’s rights in Massachusetts, that article may show up in a relevant google search and found by thousands of potential clients. (The process of which advertisers show up in which order is beyond the scope of this article, but in short, with each search a split-second auction occurs.). How To Transition From Corporate To Consultant and Win Your First Client, 8 Construction Industry Digital Marketing Trends to Leverage in 2020, See more articles in Starting a Business », How to Implement a Referral Program That Grows Sales, How to Leverage UX Best Practices to Increase Sales Conversions, How to Use Webinars to Sell Your Products and Services, See more articles in Managing a Business ». With firms’ size, and the complexity of global legal practices, coordinating the availability of partners to perform any management function beyond routine meeting attendance is increasingly difficult. You may ask: What format is best for my content? Growth is becoming more difficult to achieve. The cornerstone of any web-based law firm marketing campaign should be content. Then, you must constantly test and improve upon each ad and landing page (a process called A/B testing). Law Firm Business Marketing Plan. We’ll use the fictitious firm Collins & Whitmore to represent the law firm we’re defining a marketing plan for–pretend this is your firm. The same goes for SEO. This ensures the greatest Cost Per Acquisition, or CPA (cost per new client), and an optimal amount of leads in exchange for your monthly advertising budget. It will take some critical thinking and just a little bit of your time. I like that you went into a lot of depth about the differences of SEO and PPC. Even if your law firm marketing plan is modest and most or all of your new business comes from referrals, you need a polished, modern website. This year we have decided that we want to dedicate the entire time to developing a strategic plan for the firm. Your business plan can look as polished and professional as this sample plan. Legal Judiciary Strategic Plan Example. It takes endurance and commitment. Your prospective clients will come in primarily by calling you or via a Contact Us form on your website. Again, a video with content that is helpful to your audience will do wonders for credibility and lead generation, and substance is far more important than production or polish. Tied firm or practice level plans to individual level plans B. Write your business plan with the #1 online business planning tool. SEO is the deliberate process of making your content found by google and, hopefully, showing up as far up the list on a search page as possible. Download. How many would be “not good enough”? Objectives When planning the marketing plan for your firm, it may seem natural to jump right into the specific to-do’s for your law firm. And–you can see how each aspect relates to another. Legal Department Strategic Plans: Maximum Impact, Minimal Navel-Gazing. The firm will be lead by Richard Bloom, a seasoned attorney previously with (name omitted)’s e-group. If your law firm marketing plan is made up of multiple components (and it probably should be), you may find it challenging to consistently execute on it, week after week. Make sure you setup web and call tracking so you can see both, in one place, and identify where they came from. Content marketing is magical in that it accomplishes two very different goals of most law firm’s marketing plan: One: It establishes your firm and your lawyers are experts in a given area. How Strategic Planning Benefits Law Firms. The plan should a flexible and dynamic instrument. The cost of each click varies based on how many other advertisers are also paying for, or bidding on that keyword. For example, the recession has resulted in some lawyers getting furloughed or … Make sure your marketing agency can help you craft a marketing plan that works in your market. We spoke with principal consultant Dr Grant Robertson, UGM Consulting to get his advice on creating a strategic plan. Take clients / colleagues to lunch or dinner, Is easy to navigate and find the resources a visitor is looking for, Is mobile-friendly and looks great on any device, Makes it easy to get in touch with you firm (by phone or via a contact form), Includes “social proof”: testimonials or case studies from your clients, Is personal: Avoids stock images of courthouses and gavels, and includes pictures of your team and your office, Has definitive pages for each lawyer and practice area in your firm, Is search-engine-optimized: Getting found starts with a website that is configured to be found by Google, Building and engaging with a social media audience, Staying top-of-mind with referrals via email newsletters and social sharing of content, On-site optimization – making sure every page and post on your website is optimized to be found and ranked by Google, and, Link-building: Generating quality links from other sites to your site (including directories). To download our sample law firm marketing plan, please click here. Coupled with SEO (which we’ll cover next), the content you write can be “picked up” by Google’s crawler, and may show up in a search. Details. aem.americanbar.org. These opportunity costs could kill growth for your firm. It all depends on your market and your goals. Advertisers, such as law firms, are paying to appear there, and must pay a small fee each time someone clicks on that ad. So, setting a regular rhythm to reaching out to colleagues, going to dinners, etc. webcasts.acc.com. In some cases this will involve the approval of a strategic plan. A carefully crafted strategic plan provides your law firm with a roadmap to follow no matter what challenges or new situations arise and sets up your firm for greater success. Individuals who may, are or have used your firm in the past. The What’s of your marketing plan is the actions, projects, initiatives and campaigns of your plan: These are all What’s, or the tangible components to your marketing plan. Law Firm Internet MarketingCall Now: 800-863-7603. A blog on your website will serve as the bedrock of your content marketing strategy. When doing so, we highly recommend bringing in an actual legal marketing agency. We have a variety of templates available for free. Often people who find your firm are interesting in learning about a particular area of law, but are not ready to hire a law firm yet. When we adhere to this maxim, everything else will fall into place. A key to assigning stoplight (or any) metrics is setting proper expectations.