In this week’s edition of Things I Wish I Knew, Joleena Louis tells us why your law firm marketing strategy may not be working, and what to do about it.
The most common complaint that I hear solo’s make about marketing is that their marketing strategy is not working.
A successful marketing strategy is a living document that changes and evolves as you learn more about your business and your clients. To keep it alive it’s important to review it regularly and analyze what needs to be improved or changed.
Here are some of the most common reasons that your marketing strategy is not working.
Your Marketing Strategy Is Not Working Because You Don’t Have A Strategy
If you fail to plan, you plan to fail. Most solos don’t even have a plan because they are under the misconception that you need a big budget, but you can make a plan without spending a penny.
A marketing strategy simply outlines your efforts to market or advertise your business for the year. Whether your budget is $0 or $1,000,000, you still need a plan.
Your Marketing Strategy Is Not Working Because You Don’t Set Measurable Goals
The key to successful marketing is having specific measurable goals for each campaign.
Let’s say you want to run a Facebook ad for your law firm. It’s difficult to make an effective ad if you don’t have a specific outcome in mind. Do you want to get more like on your page? Do you want to bring people to your website? Or do you want people to call and set up a consultation? Each of these goals will require a different strategy.
Once you determine your goal, you have to take it the next level by making it measurable. That’s the only way to know if you are reaching your goal or not. If your goal was to bring people to your website, you would make it measurable by aiming for a certain number of people.
Your Marketing Strategy Is Not Working Because You Make It About You And Not The Customer
Your marketing plan is not working because you are trying to sell your service rather than the reasons why someone would want your service. You’re not selling your amazing skill at drafting wills and trusts, you’re selling security and peace of mind for your client. Focus on how your service will benefit the customer instead of how good you are.
Your Marketing Strategy Is Not Working Because You Are Not Marketing To Your Target Audience
When you market to everyone, no one hears you and your message gets lost in a sea of noise. But when you target a specific audience that is interested in your services, you’ll get more engagement.
Your time and money will also be used more effectively because you can focus only on the channels that will reach your target audience.
Marketing your law firm is a key element of lawyers in business for themselves. Ensure you’re doing everything possible and you see results from your efforts.