Law firm marketing is a diverse field, perhaps more so than it ever has been before, thanks to recent advances in technology. Some firms stick to just using brand marketing, while others only swear by channel marketing. With over 100 different types of marketing and the marketing environment experiencing so many changes, choosing the right approach for your business can become a real challenge. A high saturation rate and rising competition are causing holistic marketing to gain popularity. Holistic marketing is a strategy that considers the whole of a business and all the different marketing channels as one system.
Over 85 percent of brand marketers believe that building a holistic marketing approach is a top priority. Still, only 29 percent of businesses say they actually have the necessary infrastructure to make holistic marketing a reality. What do you need to make it a reality? Often, it’s understanding and implementing the five key holistic marketing plan elements.
Your Law Firm’s Marketing Goals
You won’t know if your marketing plan is working or successful unless you have identified how to measure success. It’s crucial to identify how you will know when your efforts are working. Then, you must identify the metrics you will use to measure it. Consider using one or more of the following metrics:
- Customer Retention Rate (CRR)
- Lead to Customer Ratio
- Lead Quality
- Conversion Rate
- Cost Per Lead (CPL)
- Social Media Likes and Replies
- Click-through Rate
- Bounce Rate
Your Law Firm’s Marketing “Spend”
What available resources do you have in terms of time and money? How much can you really dedicate towards meeting your goals? For example, if you’re hiring an outside marketing firm, what will be the spends of their efforts? What about the spends of any money you put forward, such as paying for backlinking or Facebook ads? While you want your marketing efforts to be successful and sustainable, they can’t interfere with the time and money you have earmarked for other necessary business expenditures. This element requires you to be honest about what you have to give.
Law Firm Content Marketing Strategy Explained
Your content marketing strategy is your “why.” Ask yourself:
- Why are you creating content?
- Whom are you helping?
- How will you help them in a way no one else can?
Typically, companies use content marketing to build an audience and attain at least one of these lucrative results: increased revenue, lower costs, or better customers.
Your content generally includes your blog, website, infographics, and anything you post on social media sites.
Law Firm Social Media Marketing Strategy Explained
Similar to your content strategy, your social media marketing strategy will reach specific audiences. You can choose which social media platforms to use in your strategy. Typically, most businesses use one or more of the following:
- Google My Business
- Facebook Messenger
When you open each account, it’s best to have a goal in mind that goes deeper than only using it as a marketing channel. Ensure you have a firm grasp of each platform, allowing their capacities to guide what goals you think you can achieve by using it. You’ll also want to consider the user data for each platform, such as income, gender, age, location, interests, etc.
Having an active daily or at least weekly presence on these sites can increase your brand awareness and help establish your organization as an authority in its niche.
Business Development for Law Firms
It’s easy to become completely focused on what you are doing online, but don’t let yourself focus entirely online. Even though those are the important components of your marketing strategy, it’s also essential to consider other avenues. What else will you be doing to make an impact in your community? Where will you meet people and build relationships? Where will you give talks? Networking and getting your name and business in front of people in real life is still as valuable as ever, or perhaps even more so now that everything is done behind a screen.
Implementing these factors may seem overwhelming as a whole, but try focusing on one element at a time and consider outsourcing some of your needs if necessary. By investing some time and effort into its development, a holistic marketing plan could take your business to the next level.