I’m often asked what marketing means for a law firm. Many think its placing an odd advert here and there, sorting out the legal directories and perhaps doing a little client entertaining. Although these can be useful as part of an integrated plan, marketing in the broader sense is concerned with the development and delivery of services and products and should form part of a firm’s long-term strategic planning process.
It involves maintaining relationships with existing clients and creating relationships with prospective clients. In particular, developing an understanding of:
As clients’ needs change, so must law firms respond, adapt and evolve to maintain and grow in continuously changing market environments.
Where to begin?
Whatever the size and structure, if your firm’s marketing budget is to have maximum impact, it is essential to know where to focus it.
You’ve prepared and prioritised your SMART plan. Now it’s time to assess the marketing and business development activities you will need to achieve your goals and objectives. As part of an integrated plan, choosing the mix that’s right for your firm will deliver results:
Which elements you use depend on the focus and size of your firm, how your marketing and business development teams are structured and how plans are developed. Additional business and client development activity which you may usefully consider to run alongside and integrate with your marketing plans include:
Without an effective marketing infrastructure though, marketing of your firm, practice group or sector will be difficult. Think about what your firm will need to manage and implement the marketing activities of the firm. Depending on size, this may be a single manager, a full team structure, occasional consultancy support, a complete outsource solution, or a mixture of these.
Final thoughts
Marketing, business development and firm-wide projects should all work together to protect the future of the practice and be seen as important as short-term production and billable hours.
As David Maister says – What you do with your billable time determines your current income, but what you do with your non-billable time determines your future.
Find out more at Linda Coppell Integrated Marketing
I am a freelance marketing professional with 20+ years senior experience in professional services.
With an extensive track record of formulating and delivering connected, compelling strategies and…
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