Marketing Planning Process | Scalable Law

Mapping Out Your Marketing Plan For Your Law Firm

Now that you have done your research, you have much to work with over the next 12 months. Now it is time to create your marketing schedule in an excel spreadsheet recording the activities that you will do each month. 

When it comes to your creating your law firm's marketing plan, remember to look at it holistically. Most marketing agencies will want you to focus on what their offer is, for example, digital marketing. 

However, this is not enough. Your law firm marketing plan should cover paid traffic, referral traffic and organic traffic. It is a mistake to put all your eggs in one basket, and much better to spread your marketing activities and budget across all areas. 

Also, remember that you should be splitting your law firm's marketing activities between the top of the funnel (meaning new clients) and branding activities. In terms of time and investment, say around 

I suggest that you include the following activities each month. 

  • Write one article a week;

  • Do one email newsletter one week;

  • Invite one person from your contact list per week to coffee or lunch per week, or alternatively, do one lunch a fortnight with two or one lunch a month with four from the list;

  • Post content on social media every week, more than once. You can reuse your articles and content from the email newsletters.

  • That you attend one or two events each month.

  • Drive google reviews monthly (post on your website and social media).

  • Send out one PR article to the media once a month, building credibility and links. 

  • Send referrers that have referred work that month a handwritten card or small thank you gift. 

  • Plan your Google Adwords spend per month.

  • Plan what days of the week you will run ads.

  • Plan your FB ads spend per month.

I suggest that you do the following activities each quarter:

  • Sponsor a table at an event and invite people from your target list;
  • Update Google My Business;
  • Enter awards as they come up;
  • Host a big lunch in a private dining room
  • Host a webinar inviting your referrers and mailing list;
  • Update your firm's website, add new pages and ensure links are working;

I suggest that you do the following activities annually:

  • Send out handwritten Christmas cards to everyone
  • Send out Christmas gifts to your most loyal referrers and clients 
  • Hold a larger party and invite everyone
  • Do you marketing plan for the following year

Once you get all of these activities in your excel spreadsheet, you will be well on your way to having a marketing plan and budget up and running. It is a great way to get started and take active steps in moving your law firm forward in 2023. 


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