Your 2018 Marketing Plan—Part 2

Your 2018 Marketing Plan—Part 2

Clear & Convincing Feature Article

Writing Your 2018 Marketing Plan Part 2

In part one of Your 2018 Marketing Plan you set the goals and purposes of the plan. In part two we’ll look at some elements you must establish to accomplish those goals.


Generally, referrals are the primary source of new business for law firms. People who know and trust the firm will refer friends or business acquaintances to you when there is a service they need. To generate new referrals, you can be active in both legal and business professional organizations, teach continuing legal education courses, go to networking events, or take clients or colleagues to lunch. Simply letting others know who you are and what you do will generate new business.

Website & Blog

Those you network with will at some point visit your website to learn more about you. Because your website is the base of your online presence, it should:

  • Be mobile friendly and look good on phones, tablets, laptops, or desktops.
  • Display contact information prominently.
  • Have pages for each lawyer and practice area in the firm.
  • Include pictures of your firm and your team.

Including a blog on your website is a great plus for Google searches. Consistently posting quality content relevant for your clients will help keep your blog on page one of the results, which is generally as far as people will go when searching online.

Email System

Email marketing continues to be a low-cost and effective return on investment method to get new business. Sending out a monthly e-newsletter will keep clients, prospects, and followers close and keep them informed on new cases or events in your practice area. Include any changes in personnel or practice areas in the firm, and end with a clear call to action so they can reach you with questions.

Video & Podcasts

Videos and podcasts that present helpful content do wonders for your credibility and help generate leads. Seeing or hearing you speak on a topic of interest connects your audience on a deeper level. Substance is far more important than polish or fancy production, so go for simple, low-cost talks you can give in front of a webcam or microphone.

Social Media Marketing Program

Social media marketing is the relationship part of your marketing program—it’s not about a sale. Most law firms have a page on Facebook, LinkedIn, and Google+. They use these sites to make announcements, put a new spin on an old topic, or provide general information in their practice area. The people on social media may be prospects you wouldn’t be able to reach any other way.

Putting Your Plan into Action

A plan is only as good as its execution. Look at what you’ve written so far, break the list down into manageable steps, and decide who will be responsible for each activity. Set dates on your calendar to check your progress, and keep your plan in sight so it stays at the top of your mind.

Happy new year to all our readers. See you with more marketing thoughts in 2018.

Roberta GubbinsRoberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of The Mentor, SBM Master Lawyers Section newsletter.

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