A cohesive law firm marketing plan is never as critical to the economic health of a law firm as during tight economic times. Unfortunately, many law firms spend their marketing dollars on an ad hoc basis, choosing to spend some here and some there with no real comprehensive plan. Many times a law firm’s marketing programs are not coordinated and therefore are generally not as effective. A law firm’s marketing plan should be designed with short-term and long-term goals in mind and a clearly developed strategy that links the firm’s marketing programs to achieving those goals. A marketing plan is more than the sum of the various individual advertising programs in which a law firm participates. There are a number of common mistakes that law firms make which undermine the effectiveness of their overall legal marketing strategy:
Failure to Have a Cohesive Plan: Many law firms never identify the firm’s goals and objectives including the type of new cases and clients the firm is most interested in attracting. The current economy might make growth of the firm’s bankruptcy department more attractive but its real estate transaction marketing less important. Without making clear distinctions about marketing objectives, the firm cannot make good decisions about which type of marketing program will be most effective. A firm must also coordinate its marketing programs. The firm’s online marketing on a legal directory should not simply reach the same clients as the firm’s offline marketing (including phone book directories, radio, television and newspapers). For example, online marketing audiences tend to be under the age of 70, so if firm has an estate planning practice, the firm’s online efforts should be supplemented by offline advertising
No Clear Message: Most law firm marketing is unimaginative and does not differentiate the law firm or its attorneys from every other law firm. A law firm should decide what makes it unique and build a unified message around those special traits. That message should be consistent in all of the firm’s internet based legal marketing as well as its offline marketing programs. If a family law firm focuses on collaborative law and making divorce amicable, stress free and easy on the children, then this message should be communicated through all of the firm’s marketing programs.
Paralysis by Analysis: It is amazing the number of law firms that collect a ton of data about different marketing programs just to be overwhelmed. For instance, firms exploring online legal directories often find the vast amount of information daunting. This sense of being overwhelmed is only made worse by lack of clear planning. It is not uncommon for firms to do elaborate research into various marketing programs only to find that the law firm can not really differentiate the programs and decide not to move forward.
Lack of Consistency: All of a law firm’s marketing materials should have a consistent look, feel and message. Whether a client sees a law firm’s brochure, online directory listing or phone book ad; a client should see a consistent theme and appearance. This consistency is critical to developing a brand for the firm.
A law firm marketing strategy is more than simply participating in a hodge podge of online and offline marketing efforts. Clearly defined long-term and short-term marketing goals will guide the firm’s evaluation process in determining the best programs to achieve those marketing goals.
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