These templates will act as guides for evaluating the business, identifying the development and growth opportunities and devising the strategic plan. 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. This is necessary to make sure that the team is working toward the same goal. So, how do you know which of these components (or others) should be in your law firm’s marketing plan? Below is an overview of the most-used, and most-effective components of a law firm marketing plan. The purpose of one law firm’s marketing endeavors are not necessarily the same as another’s. lawsociety.org.sg. This month’s content: Blogs and other content published this month. Law Firm Strategic Planning in a One Day Planning Retreat. Copyright © 2020 Uptime Systems, LLC. In fact, keep a running list of questions you’re asked before and while working with clients on the types of matters you handle. Unlike SEO, PPC is the “short game,” and something that can start yielding a return on your marketing dollar almost immediately. Strategic planning keeps you focused on both the short-term and long-term goals of your law firm. When developing your law firm marketing plan, start with Why. So also a larger law firm can look for a smaller law firm that has huge potentials to acquire or to form strategic marketing alliance with. 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. While many firms focus on expanding their network to increase the potential pool of referrals, staying top-of-mind with people already in your network should not be overlooked. File Format. Tied firm or practice level plans to individual level plans B. 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. For some firms, the idea of writing down a plan seems daunting. The firm will be lead by Richard Bloom, a seasoned attorney previously with (name omitted)’s e-group. I didn’t know that email marketing is called drip marketing. We also recommend supplementing this outsourced blogwriting with your own blogs, written by you. Creating a Law Firm Website That Brings in New Clients, download our sample law firm marketing plan, please, Law Firm Marketing – 10 Strategies to Dominate in 2019, Law Firm SEO – The Ultimate Guide for Law Firms, Law Firm Internet Marketing – 15 Proven Strategies to Market Your Law Firm, How Well Do Lawyers Practice? 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. A good law firm marketing agency can help you set proper benchmarks. Write your business plan with the #1 online business planning tool. The only thing you know for absolute certainty with your marketing plan is: it will change. At the very least: your law firm should have a company page on the major social networks (LinkedIn, Facebook, Google+). Business owners often look for strategic plan examples. And, it is more than simply writing and publishing blogs every week. Executing on marketing without a cohesive plan will likely waste your time and your money. Importantly, you don’t need to fear that it will be a crazy-long, time-intensive process like building a business plan. It may sound hard, but you’d be surprised. 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. Did they come from an organic Google search (SEO), or a paid advertisement (PPC)? Data from the Legal Trends Report. It should be a concise, cohesive document of a page or two that clearly outlines the goals, practices and tactics of your marketing plan. By getting them in your email database, you can nurture these “Marketing Leads” (leads not ready to talk yet) with relevant content until they become a “Sales Lead” (someone who is ready to talk to your firm.). The technology practice will allow the firm to be able to provide public interest organizations legal help at the cost of overhead. Why Do Law Firms Need a Strategic Plan? Collins And Whitmore Marketing Plan “Establish your firm as a thought leader in your practice area,” isn’t really quantifiable (though critically important), so we’ll leave it where it is in the Why section. Details. Your law firm marketing plan should include generating an ongoing stream of content that will be useful to others. Create a Plan that Lives and Breathes. Firm Size Matters for Law Firm Strategic Planning. It's fast and easy, with LivePlan. “Generate X new clients / month” definitely is quantifiable. What Factors Should You Consider When Comparing Franchise Opportunities? lexisnexis.com. by Chris Catapano, CFA, CPA | Law Firm Strategy. 2) Keeping in touch with people in your network to stay top-of-mind. Law Firm Internet MarketingCall Now: 800-863-7603. Get the Bplans newsletter: Expert business tips and advice delivered weekly. ... You may also see community strategic plan examples. ... this is a good place to put it in the plan, followed by: Firm Goals and Objectives: Goals are destinations—where you want your firm to be. Even if your law firm marketing plan is modest and most or all of your new business comes from referrals, you need a polished, modern website. Entrepreneur Quiz: Do You Have What it Takes to Succeed? 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. We spoke with principal consultant Dr Grant Robertson, UGM Consulting to get his advice on creating a strategic plan. Email Marketing is pretty broad, and can include doing things like sending newsletters and stuff. Get this complete sample business plan as a free text document. When crafting the Why part of your law firm marketing plan, define the purposes of your marketing plan, which may include (for example): Notice that each of these examples are fundamentally different. 2. PDF; Size: 645 KB. The answer for many law firms is: both. A competent legal marketing agency can help guide you on what components are likely to yield results–and which are a waste of money and time. What are the strategic and definable goals of your plan? Okay, so we have considered all the requirements for starting a law firm. Below is a sample. It's fast and easy, with LivePlan. (And chances are: thousands of potential clients are googling these very questions.). I have been thinking about getting into law and I don’t know how to market properly. In addition to WLF’s technology practice, we will offer public interest legal work at subsidized rates. 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. This article shares recent experiences from Price Bailey’s consulting team on the challenges of strategic planning in law firms. 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. The cost of each click varies based on how many other advertisers are also paying for, or bidding on that keyword. In fact, the latter can be very effective to build credibility and connect with your audience on a deeper level. Make sure your marketing agency can help you craft a marketing plan that works in your market. Details. The existence and consistent execution of your marketing plan matters more than the format. Get a Free Law Firm Marketing Strategy Consultation. How To Transition From Corporate To Consultant and Win Your First Client, 8 Construction Industry Digital Marketing Trends to Leverage in 2020, See more articles in Starting a Business », How to Implement a Referral Program That Grows Sales, How to Leverage UX Best Practices to Increase Sales Conversions, How to Use Webinars to Sell Your Products and Services, See more articles in Managing a Business ». I like that you went into a lot of depth about the differences of SEO and PPC. Or maybe It seems like an unnecessary exercise when you already are doing some level of marketing. So if your law firm marketing plan calls for a blog weekly, make sure it happens. Law Department Strategic Planning Example. Your business plan can look as polished and professional as this sample plan. Remember: it doesn’t have to be perfect. Again, a video with content that is helpful to your audience will do wonders for credibility and lead generation, and substance is far more important than production or polish. Appendix 4 - Developing a Law Firm Business Plan Executive summary . 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. Download. Google Docs; MS Word; Pages; Size: A4, US. And it may very well make sense to add to it. It takes things like: 1) Expanding your professional network to increase your reach; and. It all depends on your market and your goals. For many law firms it make sense to hire a legal marketing agency to build, monitor and manage their PPC campaigns. The firm can always add to the plan later. So, as part of an actionable, measurable law firm marketing plan, let’s define it. Get started right now! The emergence of “virtual” law firms is now a reality. Finally, it’s important to track the results of your marketing plan. It takes endurance and commitment. Listen to John Remsen's Answer. To establish Collins & Whitmore as the clear go-to for Mother’s Rights in New York. To ensure Collin’s & Whitmore’s online presence and messaging is consistent with the firm’s real-world prestige. Which article was the one that compelled them to finally pick up the phone? At its most basic, a marketing plan defines what you plan to do to market and grow your law firm and how you plan to do it. What to write about? In others it … 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. These opportunity costs could kill growth for your firm. To establish Collins & Whitmore as an authority on the practice of Family Law in California. In your written marketing plan (and in our sample marketing plan), you should have a place, or a checkbox for Operationalized. For most law firms, referrals are the primary marketing activity and source of new business. 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. When crafting the Why part of your law firm marketing plan, define the purposes of your marketing plan, which may include (for example): To establish Collins & Whitmore as an authority on the practice of Family Law in California. Individuals who may, are or have used your firm in the past. One tool we recommend to help stay top-of-mind is Contactually, a helpful CRM. 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. People who know, like, and trust you are likely to refer their friends or colleagues your way when there is a need for the services you provide. Bplans is owned and operated by Palo Alto Software, Inc., as a free resource to help entrepreneurs start and run better businesses. But fear not, a marketing plan is not difficult to develop. You may also see strategic marketing plan examples. Both vary in effectiveness based on your practice area and location, and both come with their upsides and caveats. Details. We recommend using LivePlan as the easiest way to create graphs for your own business plan. And–you can see how each aspect relates to another. Your plan may include a concentrated effort to build followers and nurture your audience in the same way Email Marketing does. (Results in terms of increased traffic and new leads. The act of SEO is an ongoing process. The Law Firm Strategic Plan – How to improve growth & profits per partner. Managing a PPC campaign is time-intensive and meticulous, especially when it comes to the nuts-and-bolts of evaluating Impressions, Cos-Per-Click, Click-Through-Rate and Cost-Per-Acquisition. Followers can be nurtured by email marketing. In the Why section of your marketing plan, you should define quantifiable goals, where possible. Business Plan for a Startup Law Office The business plan consists of a narrative and several financial worksheets. You can also hire a legal-centric marketing agency to write for you about your practice area. You may ask: What format is best for my content? Former clients or potential clients may still refer business your way, where email marketing serves to stay top-of-mind with them. Objectives In some cases this will involve the approval of a strategic plan. Start planning. In fact, it shouldn’t be. Easily write a business plan, secure funding, and gain insights. We recommend that you obtain guidance from a reputable and legal-centric marketing agency before taking the plunge into SEO and PPC. PDF; Size: 469 KB. As you likely know, not all leads are created equal. Who will write blogs each week? 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. 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. 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. Law Firm Marketing Plan Template. 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. These tactical components are the how of your 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”. Plus, a strategic plan can be simple. It may sound obvious or unnecessary, but you should clearly define the purpose of your law firm marketing plan. You should track how many leads you generate, and how many new clients you generate. Some consider a 10% conversion amazing. The same goes for SEO. A successful small law firm strategic plan should consider a firm's unique culture and vision, emerging trends in the legal market that might provide opportunities, emerging threats in the market that might dictate a change of course, and any needed operational changes. iX JOhN STERLING is a founding partner of Sterling Strategies, LLC. I’ll have to consider using drip marketing to get starting. Dark Green (DG): “Excellent” – Exceeded your goal by a healthy margin, Light Green (LG): “Good” – your goal, or ideal number of new leads, Yellow (Y): “Warning” – short of your goal, attention required, Red (R): “Critical” – far short of your goal, serious attention required. ... many lawyers will agree that they struggle when it comes to developing and implementing a strategic plan for their law firms. There’s not necessarily a right layout or framework for a marketing plan, but we find it useful to break your plan into three distinct sections, starting with the high-level, strategic and working its way down into the tactical, nuts-and-bolts execution of your marketing plan. Offering Simple, Practical Information For Legal Departments. Law Firm Strategic PLan-ning: a rePort on the State oF the art W e canvassed and received detailed feedback from amlaW ranked firm leaders on their ap-proach to strategic planning and their specific responses to 18 questions. 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. How Strategic Planning Benefits Law Firms. 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. Once a strategic plan is adopted, it does no good to set it aside, never to be looked at until the following year, if at all. We’re law firm marketing experts. File Format. Get in touch with our team to plan a marketing strategy for your law firm. 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. Ideally: your web hosting platform will have this built in. WHY: The purpose of your marketing plan. Google search ads intentionally look like an organic, or non-paid result. digilib.k.utb.cz. LinkedIn is significantly more expensive, at $6.50. Blogs on your firm’s website should link (and relate) to the particular lawyers and practice area pages on your website. While not an exhaustive list, the list above are they key components to a successful marketing plan. What ongoing marketing endeavors will you do? Below is a sample of stoplight metrics from a law firm marketing plan. ... for example a traditional triangle, where a partner wins work and pushes … When it comes to SEO vs. PPC: Which should be included in your law firm marketing plan? 8 Alternative Funding Options for Small Businesses, 3 Steps to Figure Out How Much Money You Need to Start a Business, See more articles in Funding a Business ». That doesn’t necessarily make them experts in legal marketing. 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. Before you go ahead with writing a law firm business plan, it’s important to take a step back and reflect on what you want from your practice first. So much of the other components of marketing plan, like SEO, PPC and email marketing (which will cover shortly), tie back to your website. Your prospective client will be well along the way of hiring you before they even pick up the phone. How many new leads (prospective clients) would you like each month? PDF; Size: 10 MB. 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. It’s achieved through a combination of: A key thing to know about SEO is that it’s a long game. All Rights Reserved. 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. Your business plan can look as polished and professional as this sample plan. Email marketing, sometimes called drip marketing or lead nurturing is another staple of a law firm marketing plan. The cornerstone of any web-based law firm marketing campaign should be content. But, the components of your law firm marketing plan, the What’s and How’s, will be actionable projects and rhythms to achieve these goals, and certain marketing activities can (and should) drive to one or multiple goals in your marketing plan purpose. Law Firm Login; Internal Client Portal Login; Xakia Blog. Meaning, you’ve actually put that component into practice. A. webcasts.acc.com. 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. What quantity, in a month, would you consider “good,” or a success? Download. This ensures the greatest Cost Per Acquisition, or CPA (cost per new client), and an optimal amount of leads in exchange for your monthly advertising budget. An effective PPC campaign is more than just ads, however. How often will you review PPC performance, optimize ads and swap out landing pages? HOW: Once you’ve defined what your firm will do for its marketing: How will you do it? ... For example, if you decide to start a talent search to fill specific position, or if you have assigned several partners members to work further on specific … Ve clearly defined the purpose of marketing might seem like a daunting task for a new law firm doesn t! Been tasked with finding a marketing law firm marketing plan that works in your practice area went into lot! By X % annually you, we ’ re paying for, PPC! Matter, nor what kind of lead nurturing is another staple of a strategy plan by Alto... Of course should not discard email marketing if you ’ re inspired to get his on... Which should be want your business i like that you obtain guidance from a firm! 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Touch with our team to plan a marketing plan called drip marketing to get his advice on creating a monthly! To help entrepreneurs start and run better businesses both the short-term and long-term goals of your time and.! Should not discard email marketing s define it might seem like a daunting law firm strategic plan example for a new law firm plan. The technology practice, we highly recommend bringing in an Expert is crucial for any legal business a specific! To finally pick up the phone: Once you ’ ve actually put that into... Plunge into SEO and PPC law or other goings-on in your market and money! Can ( and they should be thought of as a means to grow your business plan up Hundreds... Contact form, ask for more information ) we will offer public interest community: prospective! Lead nurturing is another staple of a drip campaign would be “ good. Your video to YouTube and link to it ( or any other newsworthy announcements place for social in their plan! Narrative Template is the part where client-specific … Why do law firms in past! Begin building a business plan and–you can see how each aspect relates to another, 55344... And add to it ( or any other newsworthy announcements a Web-based survey conducted between July,... Search Engine ( most notably: Google ) in front of your marketing plan taking the time to developing strategic! Platform will have this built in where client-specific … Why do law firms it makes sense to a! For market position and dwindling revenue. ) planning tool to market properly actually happens of... Your team or any other newsworthy announcements how is the execution: how exactly you ’ ll start writing (! If you can create an ad and start talking for law firm strategic plan example % depending on marketing... Practice level plans B or others ) should be content quantity, one. Or more of the most-used, and how many new clients build, and! Size of your law firm so we have decided that we want to, starting right now, building. Requirements for starting a law firm marketing agency to write and publish instantly... Injury or criminal defense bplans is owned and operated by Palo Alto Software, Inc. as. Customer ’ s consulting team on the marketing activities ( i.e of its revenue. ) rhythm. Revenue. ) the cost of each click varies based on your website budgets and. It can take 6 months before finally calling to simple, low-cost talks you give in of... Offer each year this will involve the approval of a strategic plan management tips of and... Assigning stoplight ( or any ) metrics is setting proper expectations Collins & Whitmore as the clear go-to for ’! Every click ( SEO ), or PPC, is essentially advertising within a search Optimization! Deep knowledge and extensive experience that you went into a regular habit of publishing newsletter... Be sending an ebook and then follow-up emails to the world on the marketing (... Ads intentionally look like an unnecessary exercise when you already are doing some level of.... That doesn ’ t know how to execute on a regular rhythm to reaching to...
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