In this week’s edition of Things I Wish I Knew, New York solo lawyer Joleena Louis give her advice on how to improve your marketing in 2018.
Like most people, I’m in a constant state of planning at the beginning of the year. And one of the primary things I plan is my annual marketing strategy.
A marketing strategy is how you plan to use your resources to show your ideal client that your services are for them.
My 2017 strategy worked well and helped me reach goals for that year, but if I want 2018 to be better than I have to adjust. But knowing what needs changing and what doesn’t can be a complex task.
But I think I might have a solution for you. I figured out what to change was by asking myself these questions:
Does my marketing plan match up with the overall goals of my practice?
One of my goals is to work with more of my ideal clients: entrepreneurs who need a prenup or who are going through a divorce. So I’ve adjusted my marketing strategy for 2018 to really focus more on that specific audience.
I’ve been connecting with more professionals who work with entrepreneurs and attending more entrepreneur centered events. Essentially putting myself in a better position to come across an ideal client.
Since I also have very specific revenue goals for each month, it’s important that I closely monitor how well my marketing efforts are working. This way I can adjust and eventually reach my goals if they are not working.
What metrics am I measuring?
One of the biggest lessons of 2017 for me was learning the importance of collecting data. For 2018 I plan to do a better job of keeping track of where my leads come from, the average fee for each type of case, and ROI for each marketing channel.
These metrics will help me determine where my most profitable cases are coming from. From there I can funnel more of my time, energy, and marketing budget into those channels.
What are my key messages?
Your key message should align your service with your ideal audience. This is what I am struggling with the most. Putting my message into the right words to connect with my ideal client.
Going to more entrepreneur centered events will also help improve my key messaging. Think about it, the more you talk to someone, the easier it will become to talk to similar individuals. You will get better at “speaking their language.”
What is my plan for consistent improvement?
I like to think of my marketing strategy as a living thing. I adjust when I see what works and what doesn’t. My plan is to regularly review my key metrics and make adjustments based on results.
If you don’t have a marketing strategy in place you are probably wasting time and money. It’s as simple as that. Having a plan, and regularly reviewing that plan, will lead to marketing success. Which in turn will elevate your entire practice.
