TOP 5 REASONS WHY LAW FIRM MARKETING PLANS FAIL
A law firm marketing plan can help you attract new clients, and grow your practice long-term.But there’s no guarantee for success. Law firm marketing plans can fail. Without proper planning and foresight, you risk losing valuable marketing dollars, wasting your time, and not reaching your goals. Don’t let this happen to you. Avoid the following pitfalls and maximize your chances of success. The legal practice of your dreams is within your reach.
#1: UNCLEAR PURPOSE
Why are you writing your legal marketing plan? What are your goals? These are questions you need to ask yourself— before you begin developing your plan.
Every firm is unique. A one-size-fits-all marketing plan won’t work for you. A clearly defined purpose will help you choose the best marketing strategies for your legal practice, and create a plan that works for you.
Avoid scattering your marketing efforts, and spreading yourself thin. Law firms have a limited amount of resources, so they must be invested wisely— in marketing initiatives that will work. Don’t risk losing valuable time and money on wasted marketing strategies. Focus on what matters. Establish your priorities early on, and determine where to focus your efforts. Doing this will ensure your success.
#2: NO BENCHMARKS— FOR LAW FIRM SEO, ETC.
Growing your practice, and attracting new clients, is an excellent goal. But, how do you measure success? How do you know you’ve reached your goals? Unless you know where you’re coming from, you can’t know where you’re going.
Without clearly defined benchmarks, you won’t know if your marketing efforts are successful.
How do you determine your benchmarks? It’s important to carefully evaluate your law firm. You must understand your firm’s current status—including how well it’s doing compared to the competition. Knowing how many clients, on average, you attract each month is also key. Reviewing previous marketing methods, and evaluating their success, is helpful.
This knowledge will help you establish benchmarks for success. Benchmarks are clearly defined, realistic goals your law firm can achieve. Once you know what your benchmarks are, you’ll know if you’ve achieved them—by comparing where you are now to where you were six months, or a year ago. You’ll be able to clearly see how far you’ve come (or haven’t come).
Many law firms also establish a timeframe for achieving these benchmarks, to make sure they stay on track.
#3: LACK OF COMMUNICATION
You might have the best law firm marketing plan, but does everyone in your firm know about it? Is every employee on board with your plans? Law firm business development is a team effort. Fostering a strong team environment, where all employees are working towards the same goals, is a key to your success.
Not everyone in your firm needs to know the details of your marketing plan. But, they should know the main goals, and overall objectives of the plan. This will ensure that all team members are doing their part to achieve these goals. Every effort, big or small, towards the same goal counts.
When a group of people are working towards the same goal, they become a strong, powerful force. Each team member has valuable skills to offer. Law clerks, paralegals, and lawyers all have an important part to play in your law firm. Don’t leave anyone out. Maximize your chances of success by fostering a strong team environment in your legal practice.
#4: NOT FOLLOWING UP
Marketing for law firms is an ongoing process— it doesn’t end when you land the new clients. To stay ahead of the competition, you need to keep on top of your marketing efforts.
Never take your clients for granted. Maintaining client satisfaction, and attracting a steady stream of new cases, should be a main priority. Establishing long-term relationships with clients is key, and this takes ongoing effort. Don’t neglect your marketing plan, or let it collect dust in a drawer. It’s important to follow up on your marketing efforts, and ensure they were executed properly. Make sure your marketing team remains accountable, and stays on top of established timelines.
Lawyers grow and change, and your legal practice is always evolving. Your goals, values and aspirations will also evolve as time goes on. That’s why your law firm business plan should be re-evaluated every year.
For example, one year you might focus on law firm website design. And, the following year—once the previous goals have been achieved—you might focus on developing a comprehensive law firm SEO strategy, and improving your law firm website ranking on Google. The best legal business plans are well rounded, and focus on a variety of marketing strategies.
#5: LAW FIRM WEBSITES: NO LONG-TERM TRACKING
Is your ROI improving? How do you know your marketing efforts are working? Long-term tracking methods will give you all the information you need to answer these questions.
Every law firm marketing initiative needs to be tracked. Tracking whether marketing strategies deliver leads, and whether they attract and retain clients long-term is key.
Law firm websites need tracking software. High-tech tracking software can monitor the traffic on your website, and determine if your SEO efforts are working. Are you attracting new visitors each month? If so, how many? Your law firm needs to know this information. An in-depth law firm web design strategy will provide you with the tools you need to monitor your success.
Don’t guess if your marketing efforts are working or not. Instead, use measurable data to know for sure. Knowledge is power. If a marketing initiative isn’t working, you can always change it or replace it with something better. The best law firm marketing companies provide clients with regular progress reports to help you stay on track, and reach your goals.
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