To generate “Marketing Leads,” or followers: your website audience and readers of your content (who may become clients later). When we talk about Drip Marketing, we’re talking about a specific kind of Email Marketing. Why Do Law Firms Need a Strategic Plan? Your law firm can create a Google AdWords campaign and begin advertising for certain keywords in certain areas. Creating a strategic plan for your law firm will see you better placed to manage the ups and downs of business life and volatile economic times. Your law firm’s online presence begins with your website. The Google search engine, as you may know, constantly scours the internet (in a process called crawling) for content (web pages, blog posts) and attempts to index it against search keywords. This is a great way to keep the content coming every week. You need a thought-out strategy for not only what marketing actions your law firm will engage in, but how you’ll do them, who will do them, when they’ll be done–and how you’ll measure the success (or lack thereof) of your time and money. Get into the habit of publishing a blog weekly (ideally), or a few times a month (at a minimum.). Web site designers and SEO companies are a dime a dozen… and all of them have probably got a law firm or two in their client list. webcasts.acc.com. And–if you’re in your first 6 months of a marketing plan, know that whatever metrics you define are an educated guess, and may have to be adjusted (down or up) based on the results of your campaigns. Like blogs, think of the kinds of questions you’re asked by prospective and current clients, and the kinds of situations and law you find yourself explaining again and again. Often people who find your firm are interesting in learning about a particular area of law, but are not ready to hire a law firm yet. A Call to Action: Don’t forget: compel your audience to call your firm if they have questions or need assistance. Drip emails are a series of emails sent in a particular order over time that are sent specifically to people who take a certain action (e.g. What ongoing marketing endeavors will you do? Details. Leads are good, but really your law firm marketing plan’s purpose is to yield new clients. Start planning. 2) Keeping in touch with people in your network to stay top-of-mind. While not an exhaustive list, the list above are they key components to a successful marketing plan. For instance, if you practice bankruptcy law in Illinois, you want your firm to show up when someone does a google search for “bankruptcy lawyer Illinois”. These opportunity costs could kill growth for your firm. How often will you review PPC performance, optimize ads and swap out landing pages? These tactical components are the how of your marketing plan. Which article was the one that compelled them to finally pick up the phone? Firm Size Matters for Law Firm Strategic Planning. The same goes for SEO. For many law firms it make sense to hire a legal marketing agency to build, monitor and manage their PPC campaigns. Social marketing may also have a place in your law firm marketing plan. With so many efforts driven toward one outcome, a law firm can make the most out of its resources, time, and money. Plus, a strategic plan can be simple. Break Your team out oF it'S rut and SPark Some new Strategic ideaS W ise leaders knoW that the degree to Which you involve other members of your group To increase the ability to serve public interest organizations each year. Law Firm Business Marketing Plan. We recommend that you obtain guidance from a reputable and legal-centric marketing agency before taking the plunge into SEO and PPC. If YES, here’s a complete sample Law firm business plan template & feasibility report you can use for FREE to get started. Related: Creating a Law Firm Website That Brings in New Clients. To establish Collins & Whitmore as the clear go-to for Mother’s Rights in New York. This is the part where client-specific … Google Docs; MS Word; Pages; Size: A4, US. Then, you must constantly test and improve upon each ad and landing page (a process called A/B testing). 2. Having an online law firm marketing plan is crucial for any legal business. Price Bailey act for around 150 law firms and legal professionals; we have seen dramatic change in the sector and witnessed examples of great success, failure and treading water. Collins And Whitmore Marketing Plan The answer for many law firms is: both. Our strategic plan template includes everything you need to define your law firm’s strategic plan, ranging from the long-term, big picture elements to the quarterly and day-to-day components. Practical real world examples highlight how the strategic planning process has worked in . The Key … A colleague may have a case to refer your way, but if you are not in touch every so often, you might slip their mind. The emergence of “virtual” law firms is now a reality. ... You may also see community strategic plan examples. But starting here is starting backwards: When developing your law firm marketing plan, start with why and what. You must define search terms, create ads and create landing pages that people who click on your ads will be taken to. Below is a sample. Law Firm Strategic Planning in a One Day Planning Retreat. Corporate clients keep more legal matters in house. Each month, your newsletter should include: In today’s day and age, video is not only a highly effective means to market to your audience: Its more approachable than ever. Or putting together your email newsletter. To establish Collins & Whitmore as an authority on the practice of Family Law in California. In others it … Each one of these will make a great blog article. So, using our previous example, you may be able to create a AdWords ad, or paid search result, to show up when someone performs a Google search for “bankruptcy lawyer Illinois.” Each click could cost you between $3 to $300, depending on the practice area and location. You can fill in the blanks, using this article as a legend–or write your own borrowing the most applicable pieces for your law firm. Video marketing can range from expensive, high-production testimonials from your clients… to simple, low-cost talks you give in front of your webcam. Bplans is owned and operated by Palo Alto Software, Inc., as a free resource to help entrepreneurs start and run better businesses. Before starting the strategic planning process, you should consider that different clients will have different needs and each of their needs are still subject to change. Below is a sample of stoplight metrics from a law firm marketing plan. Represents the company in strategic meetings; Helps increase sales and growth for the company; Accountant. aem.americanbar.org. Among firms of every size we concluded based on our findings that 70.4% of all firms invest on average at least three months in the development of a formal written strategic plan. digilib.k.utb.cz. If your law firm has seen quantifiable success in any of these: it definitely makes sense to keep these in your marketing plan. Law Department Strategic Planning Example. We encourage you to use what you learn here to develop a marketing plan for your firm. These templates will act as guides for evaluating the business, identifying the development and growth opportunities and devising the strategic plan. What are the strategic and definable goals of your plan? Appendix 4 - Developing a Law Firm Business Plan Strategic Planning For Law Firms By Steven Treharne of Mogers The first hurdle to overcome is to accept that lawyers sometimes find it difficult to deal with ... For example, what happens if the economy is dire for the next 5 years with no growth; what happens if the new entrants flood the market place with cheap ... as a reality check against what can be achieved. Coupled with SEO (which we’ll cover next), the content you write can be “picked up” by Google’s crawler, and may show up in a search. (For many law firms an ongoing PPC campaign is an effective long-term strategy for lead generation.). Write or fill in what you can, and revise and add to it later. To help you get up and running with a marketing plan for your law firm sooner, we’ve developed a sample you can use. We recommend creating a simple monthly newsletter for your law firm. PPC–like all marketing–is not set-it-and-forget-it. To generate new clients and increase caseload by X% annually. Have they been receiving your newsletter for months before finally calling? What to write about? Data from the Legal Trends Report. We spoke with principal consultant Dr Grant Robertson, UGM Consulting to get his advice on creating a strategic plan. An Example of a drip campaign would be sending an ebook and then follow-up emails to the person who downloaded it. The “downside,” if you can call it that, of PPC advertising is that it costs money, every click. Some consider a 10% conversion amazing. referrals shoot for 60%, advertising for 40%, etc.). You can (and should) refine your goals over your first few quarters. In addition to WLF’s technology practice, we will offer public interest legal work at subsidized rates. I have been thinking about getting into law and I don’t know how to market properly. Securing Your Practice’s Future: Why Law Firm Strategic Planning Matters for Small Law Firms. This year we have decided that we want to dedicate the entire time to developing a strategic plan for the firm. Okay, so we have considered all the requirements for starting a law firm. Advertisers, such as law firms, are paying to appear there, and must pay a small fee each time someone clicks on that ad. How is the execution: How exactly you’ll execute on your law firm marketing plan on a regular basis. You’ll use the other components of your law firm marketing plan, such as your blogs and your videos (which we’ll talk about next) to push through your email marketing engine and keep your clients, prospects and followers close, and keep your firm top-of-mind. To create a law firm whose primary goal is to exceed customer’s expectations. Entrepreneur Quiz: Do You Have What It Takes to Succeed? Make sure you setup web and call tracking so you can see both, in one place, and identify where they came from. File Format. We recommend using LivePlan as the easiest way to create graphs for your own business plan. Executive summary . It should be a concise, cohesive document of a page or two that clearly outlines the goals, practices and tactics of your marketing plan. Planning or executing a marketing plan for a business law firm in Idaho is much different than for a personal injury law firm in Manhattan. If you practice in a highly competitive market (in terms of practice area and geography), and are working with a modest marketing and advertising budget, your expectations and metrics should reflect that. For a more specific, meaningful, and ultimately rewarding business plan, consider these three points: ), you should link each blog to the Profile/Bio page for that attorney, so your readers can learn more about your team and their expertise. This is necessary to make sure that the team is working toward the same goal. Both vary in effectiveness based on your practice area and location, and both come with their upsides and caveats. In this article we’ll cover how to best write, and execute on a killer marketing plan. The size of your law firm doesn’t matter, nor what kind of legal services you provide. Pricing and relationships with clients are at the forefront, as law firms jostle for market position and dwindling revenue. Your prospective client will be well along the way of hiring you before they even pick up the phone. Content marketing is magical in that it accomplishes two very different goals of most law firm’s marketing plan: One: It establishes your firm and your lawyers are experts in a given area. As an aside, ideally your website should have a built-in blogging platform, so you can quickly create and publish blog posts without much hindrance. If your law firm marketing plan is made up of multiple components (and it probably should be), you may find it challenging to consistently execute on it, week after week. When developing your law firm marketing plan, start with Why. Your marketing plan doesn’t need to be a 30-page document. Your law firm marketing plan should include generating an ongoing stream of content that will be useful to others. All of which tie back to your website, where visitors can contact you. Tied firm level plans to practice group level plans C. Tracked/reported on performance against goals, objectives or other milestones D. Linked implementation success/responsibility to partner compensation E. Engaged a consultant to assist with aspects of … You may also see strategic marketing plan examples. Prior to founding Sterling Is that Facebook ad you’re paying for actually getting any leads? Or, if someone has a consultation with the firm, they could get a drip email sequence following up on their appointment to ask them if they are ready to retain the firm. So, create a recurring calendar appointment in your Outlook, or a recurring to-do in your Practice Management software to write and publish that blog every week. By making sure all the key stakeholders at your firm feel a sense of urgency and accountability towards creating a law firm strategic plan, you are more likely to arrive at a well-thought out plan within your desired timeframe. Announcements: Big cases you’ve won, new attorneys that have joined your team or any other newsworthy announcements. For example, it’s effective for business law, which tends to be more of an ongoing, relationship-based practice, versus personal injury, which of course is only necessary for a short amount of time after an incident. We’re law firm marketing experts. Then, publish your video to YouTube and link to it (or embed it) in a related web page or blog. The cornerstone of any web-based law firm marketing campaign should be content. With firms’ size, and the complexity of global legal practices, coordinating the availability of partners to perform any management function beyond routine meeting attendance is increasingly difficult. It’s more important that you, over time, track and calculate conversion than you necessarily define a perfect conversion rate goal right away. iX JOhN STERLING is a founding partner of Sterling Strategies, LLC. That doesn’t necessarily make them experts in legal marketing. Sample Applications Communication Guidelines for Providers Accredited Provider Framework List of Accredited Providers of Professionalism Content ... 2019-2023 Strategic Plan Annual Report Annual General Meeting Governance Practices and Policies Legislation & Rules Show or hide this menu section. As always: Write about what you know. PDF; Size: 469 KB. The rapid growth of law firms in the past decade has created some new and unique management difficulties. Get a Free Law Firm Marketing Strategy Consultation. We’ll use the fictitious firm Collins & Whitmore to represent the law firm we’re defining a marketing plan for–pretend this is your firm. (The process of which advertisers show up in which order is beyond the scope of this article, but in short, with each search a split-second auction occurs.). of the law firm business model, how law firm leaders respond to business challenges, and the current state of law firm strategic planning and how that landscape is perceived to be changing. The cost of each click varies based on how many other advertisers are also paying for, or bidding on that keyword. Below is an overview of the most-used, and most-effective components of a law firm marketing plan. It’s great advice that I will pass on to my clients in the legal industry. And you don’t have to pay each time someone clicks on a link to your website when you show up in an organic google search, unlike PPC, which we’ll cover next. Download. Olmstead figures that probably three-quarters of large firms have strategic plans, while mid-sized firms in the 50-attorney range are closer to 50-50, with the likelihood shrinking to 15 percent or less of firms with 10 attorneys and fewer. Copyright © 2020 Uptime Systems, LLC. Who will do this? So, as part of an actionable, measurable law firm marketing plan, let’s define it. Write your business plan with the #1 online business planning tool. The Law Firm Strategic Plan – How to improve growth & profits per partner. And, your law firm marketing plan should be thought of as a living document. large, mid-size and boutique law firms. Legal Judiciary Strategic Plan Example. We have a variety of templates available for free. Blogs are easy to write and publish and instantly available to the world on the Internet. LinkedIn is significantly more expensive, at $6.50. It's fast and easy, with LivePlan. Offering Simple, Practical Information For Legal Departments. As the leads and clients start rolling in from your new law firm marketing plan, you need to know where they came from. How many new leads (prospective clients) would you like each month? Each time you write a new blog, a new whitepaper, record a new video: they will “push” it out via their social pages to increase the exposure and thought leadership. This one-page strategic plan includes: Vision – Your forever values and long term goals. One size does not fit all. Business Plan for a Startup Law Office The business plan consists of a narrative and several financial worksheets. The What’s of your marketing plan is the actions, projects, initiatives and campaigns of your plan: These are all What’s, or the tangible components to your marketing plan. Some examples of KPIs include: Client satisfaction rating; Operating account balance; Amount of accounts receivable; Number of new clients; Number of new cases; Number of consults; Remember to choose KPIs that are directly related to your law firm’s goals. It will take some critical thinking and just a little bit of your time. Law Firm Marketing Plan Example. The best practice depends on a few factors, including your marketing budget, your practice area, your geography and the competitiveness within it. It takes endurance and commitment. This article shares recent experiences from Price Bailey’s consulting team on the challenges of strategic planning in law firms. Download. Conversion rates vary wildly between firms and practice areas. Some prospects are time-wasters or tire-kickers. So much of the other components of marketing plan, like SEO, PPC and email marketing (which will cover shortly), tie back to your website. A. Create a Plan that Lives and Breathes. (This is how Google makes 90% of its revenue.). Details. For a law firm, the goal of an SEO initiative is for your web pages, blog posts, and your web site in general to show up at or near the top of a relevant search. As you likely know, not all leads are created equal. File Format. In fact, it shouldn’t be. When planning the marketing plan for your firm, it may seem natural to jump right into the specific to-do’s for your law firm. The technology practice will allow the firm to be able to provide public interest organizations legal help at the cost of overhead. For many law firms, the place for social in their marketing plan is for distribution. And–you can see how each aspect relates to another. Take clients / colleagues to lunch or dinner, Is easy to navigate and find the resources a visitor is looking for, Is mobile-friendly and looks great on any device, Makes it easy to get in touch with you firm (by phone or via a contact form), Includes “social proof”: testimonials or case studies from your clients, Is personal: Avoids stock images of courthouses and gavels, and includes pictures of your team and your office, Has definitive pages for each lawyer and practice area in your firm, Is search-engine-optimized: Getting found starts with a website that is configured to be found by Google, Building and engaging with a social media audience, Staying top-of-mind with referrals via email newsletters and social sharing of content, On-site optimization – making sure every page and post on your website is optimized to be found and ranked by Google, and, Link-building: Generating quality links from other sites to your site (including directories). And it may very well make sense to add to it. It all depends on your market and your goals. While there’s not necessarily a right or wrong way to display and represent “bad”, “good,” and “great” numbers for generating new leads for your firm, what we’ve found helpful is to define “stoplight” metrics that define what you consider bad, good and great. This is How to Build Remote Work into Your Startup Business Plan, How to Write a Business Plan for a SaaS Company, How to Create an Accurate Restaurant Sales Forecast in 2020, See more articles in Writing a Business Plan », How to Make Your Business Plan Standout for Investors, How to Successfully Pitch Your Business Idea to Investors, The 11 Slides You Need to Have in Your Pitch Deck for 2020, See more articles in Pitching a Business ». SEO is the deliberate process of making your content found by google and, hopefully, showing up as far up the list on a search page as possible. Content is useful for for a variety of marketing goals including: You should generate and publish content in a variety of mediums that talk about the practice areas you excel in. From the moment you begin executing on an SEO campaign it can take 6 months before you start seeing results. One tool we recommend to help stay top-of-mind is Contactually, a helpful CRM. It tends to be a low-cost and highest-ROI way to get new prospective clients. The narrative template is the body of the business plan. Email Marketing is pretty broad, and can include doing things like sending newsletters and stuff. File Format. A strategy plan, more commonly known as a strategic plan, is a list of strategic goals together with an action plan to achieve each goal.This is the output of strategy planning and may be developed at the level of an organization, department or team. Can You Get a Business Loan With Bad Credit? The only thing you know for absolute certainty with your marketing plan is: it will change. It's fast and easy, with LivePlan. Individuals who may, are or have used your firm in the past. We’ve (briefly) covered the ongoing process that needs to happen for PPC to be effective: Creation and testing of ads, search terms and landing pages. To help you, we invite you to download our sample Law Firm Marketing Plan. Followers can be nurtured by email marketing. We exist to attract and maintain customers and to support the public interest community.