Strategic & Tactical Marketing Planning for Law Firms
marketing strategies for lawyers
internet, social media, advertising and referral building strategies for attorneys
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We usually begin our services by holding strategic and tactical planning sessions. During these meeting, we determine with our client the responses to a 26-point questionnaire, which enables us to uncover the entire scope of our client's situation from a marketing perspective. The strategic portion of the marketing plan defines the target markets and determines what to say and how to articulate communications to each. Target markets for law firms may include other attorneys, CPAs, mental health professionals, employers, or consumer segments. Upon completion, we will have uncovered thorough answers to each of the seven points of The Marketing Formula. From this, we create the Primary Letter, the template that serves as the source of all content for our client's future promotion. Usually, we develop one Primary Letter for each target market.
The tactical plan is the portion of the plan that defines how we will implement the strategy. This includes the specific actions that will be undertaken, which we call targets. Each target includes a deadline for completion and defines who is responsible for accomplishment of the action. The tactical plan also includes budgeting, establishing priorities, and measuring and analyzing results. |
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Marketing Plan Execution & Coordination
One we have completed the written planning document, we oversee the implementation and completion of each tactical plan target. This includes all promotional actions as defined by the tactical plan. |
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Promotion & Website Design & Copy Writing
The most important component of promotional development is content. The goal of content is to convince prospective clients and referral sources they would be making a huge mistake to choose anyone else but our client for the type of services they provide. The purpose of design is to help attract and hold attention, and draw people to key components of the message. Thus, we strive for an appealing design that compliments and enhances content. Business Builders and our strategic partner handle the design of all of our clients' the promotion. This allows for continuity, as we are all on the same page once the strategical and tactical plans have been finalized. In-house services include copy writing, promotion design, public relations, website design, search engine optimization and web hosting. We do draw on outside sources for specific projects that lie beyond our every day operations. These include printing, photography, fulfillment (mailing house), mailing lists and video development. We have a close working relationship with all of our vendors. |
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Referral Building
We typically work with attorneys to help them build referrals from other attorneys and professional service professionals, such as accountants and therapists. We customize tactical plans for referral building based on the law firm's strengths, the needs and wants of their target markets, and the nature of their competitive environment. In some instances, we will contact law firms on behalf of a client. We often combine direct mail, e-mail campaigns and social media with direct contacting. |
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Marketing Research
We draw on marketing research during the planning process, as required. Some of this intelligence includes researching demographics and competition. We also conduct marketing surveys, when needed, to ensure we uncover the right strategy. Test marketing is a tactical component we routinely use to help guarantee success before we launch a major campaign on behalf of a client. |
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Social Media Management
We advise and coordinate the social media actions of our clients as needed. This includes creating blogs, and coordinating specific activities of clients. We assist with all major social media including blogs, Facebook, LinkedIN, Twitter and YouTube. |
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Client Relations Strategies, Staff Training and Management Consulting
Sometimes our clients have issues that must be resolved before launching an aggressive marketing campaign. We may help with recruiting, or train staff in customer relations and selling. We also help practices uncover and implement innovative ideas that will separate them from their competitors, and make them the obvious choice to do business with. Tasks sometimes include writing job descriptions, formulating company policies, and establishing employee training programs. |
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Branding
Branding is the method used to cause communications to stick in the minds of our clients' potential clients and referral sources. This includes determining the brand promise (bold statements), developing a logo and consistent design for marketing communications, creating easy-to-remember contact information, and ensuring we widely disseminate the chosen style. |
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Public & Media Relations
We develop media plans, write news releases, plan and coordinate events, and establish relationships with the media on behalf of our clients. When a client requires a national or wide regional media campaign, we partner with a PR firm that we have a long-standing relationship with. |
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Marketing Services for Law Practices (Learn More...)
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