Many lawyers are frustrated with law firm marketing activities. Often I hear lawyers complain about the time and cost of marketing and the uncertainty on the return on investment (ROI) for these activities. So where do you start AND what activities will afford you the highest return on the time and money you invest in law firm marketing?
The following are four strategies designed to give you direction when deciding “where to start” and how to maximize your marketing ROI.
- Before embarking on any marketing activities, define your goal- what do you want to achieve? Clarify how the activity is in alignment with advancing your firm in the right direction (firm’s vision). This will require time, however, the effort you put into this step will be repaid later.
- Whenever possible, never do a marketing activity in isolation, i.e. a onetime advertisement in a publication or magazine. Instead focus on an integrated plan that leverages your effort, i.e. article and repeat advertisements in a publication intended to target your ideal market.
- Always maximize the effort you invest in marketing activities. Consistently repurpose your marketing activities, including the article you wrote or the speech you gave. Your article can be repurposed into a blog post or an article for your firm newsletter or local community magazine. Your speech or seminar can be given to multiple markets. Reinforce your brand by writing quality content describing your firm’s unique differentiator on your web site home page. Repeat this message on all your press releases, announcements and social media biographies.
- Effectively utilize social media to create a viral buzz about your area of expertise. Listen to the conversation going on in your LinkedIn groups, twitter followers and industry blogs. Make a contribution to the conversation by commenting on a topic and adding a link to your blog post or article. Write about the solutions for the most relevant problems your social media groups talk about.
In summary, to maximize the effort you put towards marketing, always start with a plan that answers the question… what is our goal and how will this activity advance our firm in the direction we want to go?
Marketing with a purpose will help you to focus your marketing activities and maximize your marketing investment.
For more information on how to maximize your marketing efforts, email me at firstname.lastname@example.org