The 5 Pillars That Form the Foundation of a Great Law Firm Marketing Plan
Perhaps one of the most frustrating exercises in life is basing a law firm marketing plan on strategies that simply don’t work. We see it all the time, and really, there is no reason for it with all the resources available to attorneys today to develop a legal marketing plan that will deliver real results.
If you are working on a new law firm marketing program for 2012, be sure you include these 5 pillars as the foundation for your plan:
People: Identify your target market by analyzing the characteristics of your best clients and determining why they need your services. Look for a niche you can serve.
Product: Identify specifically what services you provide and the best way to present these to your prospects. Be sure they always know what they will get when they hire you.
Positioning: Take an in-depth look at your competitors and identify why you are different from them. Then educate your prospects about why they should hire you and no one else.
Packaging: When it comes to law firm marketing, the package is you. Decide how you can best project an image that makes people want to work with you.
Place: Be where prospects can find you online, participating in social networks that your target market frequents. Market your articles and other content so you show up well in search. Be where people can find you.
These 5 pillars provide a firm foundation on which you can build a great law firm marketing plan to generate leads and converting those leads into paying clients.
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