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I was on the phone with a new client yesterday and he asked if we were going to do a formal law firm marketing plan as we begin our work together. You would think this kind of question would require a standard “yes” or “no” answer. Unfortunately, it does not.
When I first started working with lawyers on marketing, I had a rigid protocol. We did a plan and we checked off each element in the plan, one at a time. We didn’t move on to the next item until we completed the previous one.
This worked well for about half the folks who engaged me. The other half hated it. The half that hated it found the planning process cumbersome. They wanted to get going right away.
So the answer to the question: “Do I really need a law firm marketing plan?” Is maybe. Here are some guidelines that will help you determine if you need a law firm marketing plan:
Attorneys who like structure need a law firm marketing plan. If you like checklists and itemized lists of things to do, you should have a plan.
Lawyers who have no strategy at all need a law firm marketing plan. If you take every kind of case that walks in the door, you need a structured marketing plan. This kind of unfocused law practice will be almost impossible to market without a marketing plan in place.
Law firms in start-up mode need a marketing plan. If you are just starting out or if you have recently formed a partnership, you need a marketing plan. You need to decide who will do each task related to marketing and you need to agree on your strategy. A law firm marketing plan is a vitally important piece of this process.
Putting a law firm marketing plan on paper is essential if you are in a transitional stage. If you already have a target market, if you have a good message, and if you simply need to get more clients, you should focus on setting some goals and implementing good marketing tactics.
A law firm marketing plan is not always necessary but it can be helpful.