How to Create a Six Month Law Firm Marketing Action Plan - Part I

Creating a six month law firm marketing action plan is a crucial step in your legal marketing efforts to attract quality clients. This can be a very time consuming task so many attorneys unwisely choose to skip it. It can take anywhere from a few day to a few weeks to complete. It will depend entirely how much time you have and how much energy you can put into thinking about what are the best techniques when marketing your law firm. In fact, you will find that you will be researching and revamping your original ideas and plans.

I cannot stress to you enough the impact a law firm marketing action plan has on the success of your law firm. Although developing a law firm marketing action plan can take a lot of time, it is absolutely critical that you do so. If you do not create a plan that you can execute, there could be very costly mistakes, including costing you clientele and long term revenue growth.

In this two part series I will walk you through the exact steps we have used to help thousands of lawyers create effective legal marketing plans.

Here are the first five of 10 components necessary for a reliable law firm marketing action plan

Executive Summary and Company Overview – Although this is listed first on your step list, it is actually the very last part of your marketing plan you will write. This is an overview of your entire firm. It should be simple and to the point. When someone reads this summary, they should be able to understand exactly who you are, what your law firm offers, who your Ideal Target Market (ITM) is and how you will be able to help them.

Services– Here you need to describe your services in detail. Include why you have chosen to offer this particular service to a specific target market. Indicate what benefits you will offer your niche. It is important to know that benefits are not the same thing as features. A feature is merely something your service does, but the benefit is actually the end result or value that your service gives to the client. This is important because your prospects only cares about what is in it for them. Your prospect wants to know exactly why they should trust you with the solution to their problem. Even more important to know when creating this part of your legal marketing plan is that you need to appeal to the needs and pains of your clients—they have a serious problem and are looking for a solution from a trusted advisor.

Target Market – Identifying your Ideal Target Market (ITM) is likely the most important part of your law firm marketing action plan. If you waste your legal marketing efforts on a mass market campaign, like yellow pages, TV or radio, you will be surprised at how fast you can get to nowhere. Targeting the wrong clients will not only be a waste of time and energy, but a very costly mistake that could result in an unsuccessful law firm.

Know your Competition – Knowing your competition will allow you to one up the competitor with either a better service package or some type of free offer to encourage prospects to contact you. This will catch their eye and will give you a chance to make a better offer, which could lead them in your direction.

SWOT Analysis – SWOT stands for strengths, weaknesses, opportunities and threats. When completing this part of your legal marketing plan, you should recognize your strengths, be aware of your weaknesses, explore opportunities (to expand your services or offer a higher level of services to clients), and be aware of potential threats. Include all of this in your law firm marketing plan.

These are the first five of ten major components that must be included in your law firm’s marketing plan for effective and successful results. You will find the next five components in our next article titled, “How to Create a Six Month Law Firm Marketing Action Plan - Part II”.

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