Non-Billables Contribution to Your Legal Practice's Bottom Line (Part Two)

Attorneys will inevitably have to broaden their skill sets beyond practicing law. Firms should have tailored networking plans, become sources for the press, write articles in publications geared toward their target markets and speak at seminars and industry-related events.

Experienced marketing professionals can help educate, train and guide the key players who will be building the firm’s relationships and boosting business development.

    Having the right structure in place will help the firm measure the effectiveness of its marketing plan. One of the most successful approaches to marketing is the use of practice groups, highlighted by Patrick McKenna and David Maister in their book First Among Equals. For any firm, practice groups are the most successful way to structure marketing. Each group has a specific target audience, and a specific set of skills and techniques.

    The following are fundamental to the success of a marketing plan:

    1. Identify and prioritize the firm’s objectives. All the firm’s efforts must be focused on what will do the most good, saving time, money and resources rather than practicing random acts of marketing and business development.
    2. Create a position statement, outlining benefits that the practice groups offer their target markets. Clarity will eliminate any mixed messages sent to prospects.
    3. Outline how results will be measured.
    4. Incorporate marketing strategies, indicating where and how the firm’s prospects get their information.
    Once you have a strategic plan in place, (the big picture) then you need to evaluate your marketing model. This is a good indicator as to how likely you are to meet your objectives.

    Take a long look at all your marketing tactics; what may have worked very well in the past may no longer work at this stage of growth. Understand the difference between advertising and public relations. Name recognition does not automatically mean a good reputation. Reputation has to be tied with the value of the services the firm is known for.

    Lead generation systems must run smoothly. If not, take steps to make them work cohesively and effectively together.

    Tweak your weakest public relations tactics (speaking, writing, networking, etc.) Allocate deadlines to help get tasks performed, especially if evaluation periods are looming. Leverage your marketing so that everything is working in sync. To find out  how you can effectively leverage all your marketing check out our home study version of teleseminar: "How To Grow Your Law Practice On A Shoe String Budget".

    Finally, it’s important to understand there really is nothing new in marketing. Regardless of which marketing tactics you choose, the key to the success of your marketing is consistency and making adjustments when the need arises. More is not necessarily better; doing a few things right is not only considerably cheaper but far more effective. Looking for the latest marketing gimmick is sure way to fail and demonstrates a lack of thoughtfulness. It’s about knowing your strengths and weaknesses and asking for help.