Kimberly Rice, KLA Marketing Associates
The beginning of a new year is an ideal time to take control of your career by developing a practical, step-by-step law firm marketing plan to guide your business development and marketing activities throughout the year. Commit to making 2014 a more strategic, deliberate year for your marketing efforts.
Here are five reasons why lawyers should create a marketing plan and budget for 2014.
1. To “map” and drive business development direction.
It’s tough, if not impossible, to track progress in your marketing efforts without a written, well-conceived plan that concisely states your objectives, who you are (or should be) trying to reach, and what you are realistically trying to achieve within a given time frame.
2. To avoid spending foolishly.
In these challenging economic times, lawyers cannot afford to spend marketing dollars unwisely on an ad hoc basis. Each expenditure should be a part of a cohesive plan. Make every dollar work hard and be measurable toward your stated goals.
3. To bring focus to your marketing efforts.
A thoughtful marketing plan and budget will help you be more effective in your marketing activities on a day-to-day basis if there are benchmarks of what you are trying to achieve and for whom.
Lawyers should spend most marketing dollars and, more importantly, time on initiatives that will result in actually achieving measurable goals such as:
- Developing a strong network of business contacts;
- Increasing name recognition among prospects and prospective referral sources;
- Targeting new clients.
4. A marketing plan and budget create measurable objectives to evaluate success.
How will you evaluate if it has been a successful year? Will it depend upon management’s subjective memories, or can you devise measurable objectives to compare results against? How will you determine where to focus future marketing efforts and dollars if you don’t know if a given initiative worked as designed?
5. A marketing plan and budget demonstrate your commitment to your business.
Realistically, if you can’t (or won’t) dedicate focused thought and energy to develop a solid marketing plan and budget to develop business, how can you expect your business results to improve?
As lawyers confront fierce competitive forces day after day, is there really anything more important to the success of your practice than to plan for its success?
Still stuck on where to begin? We help lawyers develop strategic marketing plans and budgets to identify their “ideal” clients and target markets, create actionable steps to reach those markets and assign budgets to support those efforts.
This article was originally published at www.jaffepr.com in January.
About the author:
Kimberly Alford Rice is Principal of KLA Marketing Associates, a business development advisory firm focusing on legal services. She advises law firms and lawyers to develop practical business development and marketing strategies. She may be reached at firstname.lastname@example.org.