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Marketing System Development

Legal marketing, whether it is for an individual lawyer, a practice group/section or an entire firm, requires a well-developed plan. Effective marketing creates awareness and establishes authority which generates more legal work and revenue. Since marketing should be considered an investment, a marketing plan is necessary to ensure a satisfactory return on that investment.

PROCESS ORIENTATION

Presentation of the Planning Process and initial questions: The entire process is something like this: Goals and Expectations (Strategic), identification of tasks (tacts - we consult on the best tactics to achieve the goals and each tactic is tied to a goal), We design the activity (task) review and approval system, we evaluate the effectiveness of the tactics (marketing KPI's) and the strategy and recalibrate. Strategy+Tactics+Performance Assessment+ Marketing Automation = What we do!


Assessments also include Inbound Assessment (Jagadish, Jan, and Kathryn) Planning System (Jan and BK), Performance Measurement (Jan, BK and Sean), Activity Identification and Planning (BK Jan KS), Funding accessibility and availability, Implementation Support System (JS, KS BK)

Process Summary

General Goals & Objectives

Do you have specific personal or firm goals? Where do you see the GAP between where you are and where you need to be? Will meeting these goals be easy or hard?

Challenges

What obstacles are preventing you from reaching your goals? What do you think is your biggest sales/marketing challenge? Do you think you have the internal expertise necessary to deal with these challenges?

Activities

What current marketing activities are you engaged with now? What else do you have planned? Who is involved in your current and past marketing activities? Where do your best leads come from?

Measure

How do you measure what’s working? Have you seen a positive ROI on your past marketing initiatives?

MARKETING SURVEY DISTRIBUTION

As the planning phase concludes, we send a marketing research survey to the attorney to collect information about the practice area industry, target market, branding & vision, strategic and financial goals, past activities, firm support and marketing skills.

MARKETING SURVEY ANALYSIS

Once a survey response is submitted, we analyze the answers according to the survey sections

General

Industry

Review of the attorney’s competition and driving forces in a specific practice area

Market

Analysis of the targeted client segment

Vision & Brand

Discussion of branding objectives

Marketing Goals

Initial definition of strategic and financial goals

Marketing System

Discovery of appropriate marketing activities and firm support

MARKETING PERFORMANCE ASSESSMENT

Assessment of the firm's marketing performance with respect to planning and support digital marketing, networking & relationship building

Digital (Inbound) Marketing

This part of the analysis focuses on the firm's online profile. We review the website, Google rankings, blog quality, social media presence and capability to develop content, as well as the lead flow

Website & Web Presence Assessment

Deliverable: Website Assessment Checklist

Blog

Design and Content Checklist

Search Engine Review

Relevance and Authority Evaluation

Social Media Effectiveness

Presence and Activity Assessment

Content Development Capability

Resource and Knowledge Assessment

Client Intake Process

Relationship Building

We distribute and collect survey from attorneys to assess their contact management activities with respect to prospects. clients and referral sources.

Oganization Participation

Event Attendance

Client Visits

Leads Generated

Leads Converted

Marketing Metrics

Marketing Metrics in the form of cost- and effectiveness- related Key Performance Indicators. Comparing Cost and Payoff allows for us to determine the firm's quantified marketing performance level

Cost

Effectiveness

STRATEGIC MARKETING PLANNING MEETING

At this meeting, we recap the gathered information and add any missing answers, discuss concrete goals and interests and introduce the concept of buyer journeys and personas.

Missing information

Discuss Old Engagement Scenario

Goal Discussion

Firm Driven Marketing Interests

Support System Discussion

Policies Discussion

Buyer Persona & Journey Explanation

STRATEGIC & FINANCIAL GOALS

Strategic & Financial Marketing Goals are planned objectives for reaching members of an audience and turn them into clients

MARKETING SURVEY ANALYSIS SUMMARY

We use the findings and information from the survey and meetings to provide a complete picture of the practice area industry and target market, as well as the attorney's branding objectives.

Industry

Market

Segmentation

Demand

Buyer Personas

Buyer Journey

Branding

MARKETING SWOT

The SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) is based on information collected with the survey, meetings, performance assessment and PerformLaw's research and best practice assessment. It provides a picture of attributes an attorney can build on or strengthen, challenges and improvement areas.

TACTICAL MARKETING GOALS

Firm Activities

Support System

Policies

MARKETING MIX

Activity Proposal & Schedule, recommendations according to three categories

Content Development

Relationship Building

Contact Management

SUPPORT MIX

Recommendations for the firm's support system to facilitate, manage and control marketing contributions

Internal

Recommendations for:

Funding and Firm Support by Activity Type

Activity Approval System

Digital and Traditional Marketing Support

External

Recommendations for

Consultants and agencies for digital and traditional marketing support

Software

Recommendations for CRM, Contact Management and Marketing Automation Systems

STRATEGIC MARKETING PLAN PRESENTATION

A presentation of the strategic and financial goals, industry review, market analysis, branding, SWOT Analysis, tactical goals, activity plan and support mix recommendations

Presentation

Discussion of Tactics

Strategic Plan Document

ACTIVITY & BUDGET PLAN

Development of an activity budget plan according to the tactical marketing goals and activity schedule. The goal is to create a report that the firm management can review and approve.

Firm Activity Budget Plan

Activity Definition & Categorization

Tactical Goal Association

Frequency Determination

Cost Association

Activity Budget Approval System

Contact Management System Recommendation

SUPPORT SYSTEM DEFINITION

Decision on support resources implementation

In-House Support Decision

Outsourced Support Decision

Software Support Decision

MARKETING POLICY DEVELOPMENT

Formulation of policies to encourage and control marketing contribution and collaboration among the firm's attorneys

Activity & Budget Approvals

Contribution & Collaboration

Firm Support

MARKETING SYSTEM PLAN

Gameplan including strategic and tactical aspects of the marketing plan, as well as recommendations for firm support, policies and implementation guidelines

Strategic Marketing Plan

Budget & Activity Plan

Support System Plan

Marketing Policies

Implementation Plan

IMPLEMENTATION SUPPORT

Support on tactical or software level in the early phases of the plan implementation

Budget & Activity Management

Support System

Policies

Best Practice Documents