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How to build a successful marketing plan for your law firm

November 22, 2021, 2:00 pm CST

Are you interested in stepping up your law firm’s marketing, but don’t know where to start? Having a marketing plan is key to creating a successful marketing strategy that drives results. We’ve outlined some basic steps every law firm should follow before starting to run a marketing campaign.

1) Use analytics to understand your clients’ needs and wants

Before you can start effectively marketing to your audience, you need to understand them. By using past analytics, along with client records and behaviors, you can begin to paint a picture of what a typical client journey looks like and identify how and where potential customers want to interact with your brand.

2) Choose the right content for your audience

Once you know a bit more about your clients, you need to decide what type of content will be the most helpful to them. For example, if you practice business law, writing informative, timely articles for business websites and newsletters can be a great way of reaching your target audience. Or, if you offer DUI defense, you could create informative videos that detail what to do in case someone is pulled over. Choosing the right content that resonates with your audience is an important part of creating your marketing plan.

3) Develop a powerful message around your brand values

What is it that you offer that no one else does? What can you provide to your clients so that when they think about your industry, you are the first one that comes to mind? When building your brand message, you want to make sure you’re positioning yourself in a way that makes your audience say, “Wow, I want this, and I can’t get it anywhere else”.

4) Define the metrics of success

All too often, law firms abandon their marketing efforts because they don’t feel like they’re paying off. Sometimes the strategy is wrong, but often the issue is that there were never clear metrics of what a successful marketing campaign looks like. We all want to see our bottom line increase, but to really determine if your marketing plan is working, you should target concrete, trackable metrics. For example, 20 additional leads per month through your website, 5 additional consultations per month or a 15% increase in traffic to your site are all trackable metrics that you can use to measure your marketing success.

5) Leverage the best tools for execution excellence

All of the best strategies and messaging in the world falls on its face if you don’t have a way to execute and analyze. That’s why you should find a solution that makes it as easy as possible to reach your audience across all channels (email, social, website, ads, etc.), and measure your success.

Let Marketing 360® help you create and execute your marketing plan

Marketing 360®’s team of experienced marketers knows what it takes to grow a law firm. Contact us today to set up a free marketing consultation.

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