Marketing System Development

Law firms that want to achieve the next level of success and remain viable quickly realize that it is necessary to raise their level of marketing competence. Operating on a higher level requires an expanded marketing approach. Firms who can offer their talented lawyers a proven planning and execution process can enjoy a higher level of loyalty and success.

Building a marketing platform to assist lawyers and future recruits with their marketing efforts will also better enable any transition plan the partners adopt. At PerformLaw, we understand the value of a sound planning system, activity management process, and performance measurement tools. The emphasis of this module is to develop these core competencies in your firm.

Benefits

What can you accomplish with a marketing plan and what can PerformLaw do for you?

The Process

How does PerformLaw develop marketing plans and systems?

Resources

Where can I learn more about marketing concepts?

Benefits

Marketing plans are implemented to realize both strategic and financial goals. In addition to creating strategies that offer more value than the competition (differentiation strategy) and focusing on specific client types (segments), we will search for opportunities to innovate. A planned and specific marketing effort helps law firms increase awareness, authority, exposure, influence, and reputation among their targeted client base. The implementation of a functional and effective law firm marketing system can add a significant going-concern value to a law firm's platform, which ultimately constitutes a competitive advantage for the firm and its attorneys. A good plan and an honest effort will lead to a positive financial impact in the form of increased market share, client count and revenue amount.

What PerformLaw can do for you:

  • We define goals and expectations (Strategy)
  • We consult on the best tactics to achieve the goals (Identification of tasks and association with goals)
  • We design the activity/ task review and approval system
  • We develop the structure for an effective marketing support system for attorneys
  • We coordinate the contributions from in-house, outsourced and software resources
  • We evaluate the effectiveness of the strategy & tactics (Marketing KPI's) and recalibrate
  • We help find opportunities to innovate and create new markets

THE PROCESS

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?

Process Summary

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

Measure

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

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

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

Buyer Personas: A semi-fictional representation of the ideal client Buyer Journey: The active research process and interaction with a law firm that a buyer/ prospect goes through leading up to the engagement of the law firm/attorney

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

Project Plan & Schedule(Gantt Chart, Proposed Schedule, Responsibilities, Deliverables) Clarification of Expectations(Deliverables, Client Expectations - What the Client Hopes to Accomplish From This Process & Goals)

Scope limitations of This Analysis and Additional Steps After the Analysis is Complete

Communication Preference - E-Mail, Phone, Web Call, etc.

Firm Support

MARKETING SYSTEM PLAN

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

Resources

NOT SURE WHERE TO BEGIN?

Here are some of our most helpful resources to learn more about ..........

ebook

A marketing mix builds a valuable brand image for a law firm. The activities that make up the marketing mix are aimed to raise awareness, increase interest, and build trust. What mix is best for your firm?

ebook

The speed of innovation in the legal market has never been greater. Strong, effective marketing is essential. This eBook reviews the fundamental components of a strong marketing strategy and how to implement them into your firm.

infographic

This infographic describes the 3 major phases involved in adopting a functional law firm marketing system. Starting with Strategy, then to Tactics and then to Automation.