|
What you need to know for 2021
"Uncertainty"
has been a keyword for 2020 -- yet how certain is 2021? Marketing
planning has likely never
been needed more for your firm than it is now!
When
the economy is roaring, it can seem that planning is easy. But when
times are tough and uncertain, it is far more important to plan for contingencies,
budgeting and obtainable results!
You
may have heard of your colleagues that had to "close shop" or
join another firm in order to survive in 2020. You know that you need
to avoid this scenario but aren't sure exactly what to do to stay out
of it. So, what marketing steps can your firm do to help make it a
success?
If
your firm is interested in planning for success in 2021, contact
us about our Strategic Marketing Plans.
We can meet with you in December, or January if needed, to develop a
comprehensive marketing plan to help launch your successful efforts
next year!
In
the meantime, here are five tips to help get your firm on the right
track for 2021:
1. Make marketing a top priority
Marketing
is your firm's lifeline to survival; without it, a firm will likely
eventually shrink and die. Through marketing, your firm can reach new
clients and achieve additional revenues from existing and previous
clients. Realize that marketing is an investment, not just an expense.
Commit to doing it regularly.
2. Develop a Strategic Marketing Plan
Most
firms that have long-term success take the time to plan. It is
important to realize that there is no such thing as an effective
"canned marketing program" for all firms. A successful firm
will have a "Strategic Marketing Plan" written specifically
for its unique parameters. Hire a marketing consultant who specializes
in serving law firms to research and prepare your plan. If you don't,
you'll likely end up wasting time and money.
3. Allocate a committed budget to marketing
For
marketing programs to be consistent and objective-oriented, they
require an established
budget. Discretionary budgets are devastating to the effectiveness of
any marketing program. Don't cut your marketing budget — let your
competition cut theirs. If your competitors cut back, your "share
of market voice" grows even stronger.
4. Maintain consistency in marketing
Marketing
programs should be consistent, year-round efforts because
"stop-and-go" marketing always bring mixed results. This can
be particularly difficult for smaller firms, since those attorneys
involved in marketing activities also have significant client
obligations. However, it is crucial to have consistent implementation,
since this will maximize your efficiency and effectiveness. It is also
easier to rate the productiveness of an activity if it is carried
through to completion.
5. Outsource Your Marketing to Experts
Consider
outsourcing your marketing needs to highly-qualified firms who are
knowledgeable, efficient and productive. At Kevin Brown Marketing &
Consulting, we started this approach in 1991 and
have been helping clients with their outsourcing needs ever since. For those who
need regular support, we offer a "Part-Time Director of
Marketing" service which allows outsourcing of all
your marketing needs, avoiding the fixed payroll expense yet providing
highly experienced, specialized strategic and implementation assistance
(Click
here for a detailed article on "How to Select a Marketing
Consultant").
|
