If the goal of creating marketing objectives is to show leadership the value the marketing team will bring to the firm’s growth, then the goal of the marketing budget is to quantify what that is going to cost. Knowing exactly what you want to do, how you want to do it, what it is going to cost, and the expected return to the firm will go a long way toward the approval of a marketing plan and budget that is innovative and effective.
Without marketing objectives to guide your efforts, the marketing plan is aimless. The first step to a comprehensive marketing strategy is to define these objectives and how the marketing strategy will help you and your firm achieve them.
Establishing yourself as a thought leader and sharing valuable content with your network is an important part of staying top of mind for clients and prospects. Creating content can be time-consuming – and is only the beginning. Once the content is created, boosting its exposure is equally as important. A simple content distribution plan can amplify your efforts, and planning is key.
There are a variety of ways to create and share content on social media. The direction you take will be based on your target audience and what you want to accomplish. Select your content and tailor each post for the platform you are using.
Attorneys have lots of methods available to them to establish their own brands. Speaking engagements, email blasts, published articles, podcasts, media appearances – these all have a role in establishing an attorney’s credibility. But perhaps the easiest and most versatile tool available to a lawyer today is social media.
A marketing audit is a comprehensive review of anything and everything that influences and shapes the marketing efforts of your firm. It is like a SWOT analysis on steroids. Upon completion of the audit, you will have a 360-degree view of your marketing department and all the ways it impacts your law firm.
There is a lot of uncertainty right now. We must be flexible. Broad goals are important, but very specific projects take precedence. Look closely at the marketing initiatives that will position your firm for growth as we come out of the havoc of this global pandemic.
After you have spent the time creating your blog posts, videos, or longer form content, and you’ve established yourself as a subject matter expert, now it is time to consider how you will share that content. This is where the rubber meets the road in digital marketing.
Building Your Digital Marketing Plan in the Time of Social Distancing Part 2: Establish Yourself as a Subject Matter Expert
You have experience. You are up-to-date on what is going on in your area of practice. You have created content. Now is a good time to pull all of that together to build your personal brand and establish yourself as a subject matter expert.
Because of social distancing, many of the marketing and business development activities we routinely participate in are now fundamentally changed. Conferences: postponed. Networking events: cancelled. Pitch meetings: moved online. How do we pursue new business opportunities when we cannot meet face-to-face? Digital marketing.