Spring is here and with it come new beginnings. Baby birds are chirping, tulips are sprouting, and -- marketing plans are getting reevaluated? Yep, the season of regrowth and regeneration is a great time to turn a sharp eye on your legal marketing strategy.
But, what exactly do you need to look at when reevaluating your marketing strategy? Here's three questions that can help you determine what you're doing right and what you could do better.
1. What Does Your Data Say?
Start by performing an audit of your past marketing attempts. Where is your money going, who is it reaching and what results can be attributed to it? If you notice that you've doubled your print advertising budget, but haven't seen an uptick in business -- well, it may be time to reconsider that strategy.
If you haven't already, now is also a good time to start asking new and prospective clients how they came across your firm. Use that information to guide future marketing decisions.
2. What Should I Accentuate, in What Medium?
Have you started a new practice area in a growing market? Had any high profile publicity? Is one part of your practice outperforming others? If you've finally got that training in cybersecurity or have seen an increase in your trusts and estates practice, these could all be things to highlight in your marketing. Consider the best medium to get your message across, as well -- are your potential clients reading Cigar Aficionado or looking up YouTube videos on back pain?
Consider taking a creative risk or two. We recently stumbled upon an app that allows the public to turn unwanted marketing calls into potential lawsuits, right on their smartphone. That's ingenious marketing. If you think outside the box you may be able to generate a much coveted viral audience -- think of the CDC's zombie apocalypse blog or the brilliant Law and the Multiverse blog, where two solo practitioners delve into important questions like "is Superman an illegal immigrant?"
3. How Will You Execute?
You're a lawyer, not a marketer, graphic artist, cinematographer or web developer. If you've been handling your marketing mostly on your own, consider getting some help, so you don't end up looking amateurish or spending time and money on a plan that won't pan out.
If you have been working with a marketing team and aren't satisfied with the results, let them know. Share your concerns and, if necessary, start looking elsewhere. After all, there's no law against shopping around.
Well whaddya know! If you need to set up a marketing strategy, or just need to refine the one you already have, talk to the team at FindLaw -- they can help.