September 21, 2021

Volume XI, Number 264

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September 20, 2021

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How to Develop a Roadmap for Law Firm Marketing Success

No matter how big you dream or how much effort you put into your practice, you will constantly lose your way on the path to success unless you create and follow a well-defined plan.

Now, that's not to say you can't change things along the way. In fact, you should adjust your plan as the markets change, your goals change, and your prospect's needs change. However, by starting out with a road map that will lead you where you want to go, you'll have a solid foundation in place so you can become a successful lawyer.

Here are three things that all your law firm marketing plans must revolve around if you want to reach your dreams:

1. You: If your plans aren't based on what you want to achieve, then you'll have a very difficult time putting in the work that is necessary. Don't worry about what the attorney on the other side of town is doing, find out what you want to accomplish and then figure out the steps that will take you there.

2. Your Prospects: The only way you are going to be successful as a lawyer is if you consistently meet the needs of your key prospects. If you don't understand what they are looking for and where they're searching to find it, then your plans might be leading you in the wrong direction! By doing the proper research, you'll ensure that your marketing plan is leading you toward success.

3. Measurable Goals: A law firm marketing plan is only good if it provides you with a sequential list of measurable goals you want to accomplish. Many professionals recommend setting five-year goals, one-year goals, 90-day goals and monthly goals. If you can't figure out where you are in your marketing plan, then you'll always be sitting at the start. However, if you lay out a strategy that takes you from one step to the next without missing a beat, you'll be heading full-steam towards success.

After you have created the marketing plan that will help you achieve your dreams, you need to review it and keep it refreshed as you go along. If you want to be a successful attorney, you need to go beyond the planning stage and into implementation.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 346
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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