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Sample AttorneyMarketing PlanBased on the Courting Your ClientsLegal Marketing MethodologyAvailable Exclusively fromLegal Expert Connections, nnections.com1-866-417-7025 Legal Expert Connections, Inc.www.courtingyourclients.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”2SAMPLE ATTORNEY MARKETING PLANChecklist of Excellence to Grow your PracticeAttorney name:Time period:3 Benefits of a Legal Marketing Plan1. Save time by narrowing your focus.2. Save money by concentrating yourmarketing budget on a smaller but betterqualified prospect list.3. Get more clients through higher responseand conversion rates.Before you start, keep in mind that this is your plan. Make sure it works for you. Exact strategiesand tactics will vary depending on the nature of your practice, the size of your firm, and yourunique marketplace.IN THIS WHITE PAPERPage 3 The principles of Courting Your Clients on a schedule. Apply them to your practice!Page 4 An attorney marketing plan designed to grow your law practice.Page 8 Sample legal marketing calendar.Page 8 Sample legal marketing budget.NoteSee the book Courting Your Clients for more detailed information on the legal marketingtopics suggested in this Attorney Marketing Plan.www.CourtingYourClients.com Legal Expert Connections, Inc.866-417-7025www.legalexpertconnections.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”3Table 1. Legal Marketing Priorities: 12 Steps to Growing Your Law PracticeCourting Your Clients on a ScheduleActivityReferral networkOrganizationalnetworkingArticle placementSpeaking engagementsMarketing to currentand past clients(print or electronic)Prospect listInternet marketingFrequencyMonthlyMonthly Meetings/Quarterly Review2/year minimum2/yearDescriptionCreate a prioritized contact schedule for your referralsources. Rate your referral sources A / B / C.Attend monthly meetings. Create a worksheet to identifynetworking, speaking, or publishing opportunities.Plan to publish 2 articles per year in an industryperiodical, legal journal, or newsletter. Consider coauthors and quoting target audience members.These are typically unpaid presentations at a local,regional or national event.2-4 campaigns peryear minimumThis is your best potential for new revenue. Consider afirm newsletter, client alerts, white papers, client letter,or similar substantive communication.On-goingIdentify 25 top prospects. Work toward opportunities.2-4 online activitiesper month minimumThere are many choices: LinkedIn, a blog, social media,online directories, search engine optimization, and more.WebsiteMonthlyUpdatesPublicity2/yearGet your name in the news as a result of a press release,industry event, speech, or commentary.AdvertisingVaries with firmPrint advertising should be carefully analyzed. GoogleAdWords should be tested for effectiveness.Collateral materialsUpdate annuallyStationery, brochures, 2-pocket portfolios, etc.Marketing plan Legal Expert Connections, Inc.Once a yearYour website needs the right meta tags, keywords,inbound links, and fresh content to be effective. Postarticles as they become available.Create a written plan that establishes your goals, budget,campaigns, and agreed-upon tracking reports.866-417-7025www.legalexpertconnections.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”4INSTRUCTIONSIn this section, apply the principles learned in Courting Your Clients on a schedule (above) to yourunique practice.Identify your areas of practice. Choose 3-5 priority practice areas per attorney.1.2.3.4.5.Identify your ideal services. Choose 3-5 priority service areas per attorney.1.2.3.4.5.Profile your ideal clients. Choose by industry, demographics, geography, etc.1.2.3.4.5.Identify by name the prospects you intend to cultivate in the next 12 months.1.2.3.4.5.Identify the number of new accounts you plan to generate in next 12 months: Legal Expert Connections, Inc.866-417-7025www.legalexpertconnections.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”5Identify the dollar value of new business you plan to generate in the next 12 months: Business development specifics identifying how and where you plan to develop new accounts:Speaking engagementsPublishing opportunitiesReferral networking(Who will you meet with and how often)Membership organizationsWebsite and social media marketing (blogs, LinkedIn, Twitter, Facebook)Publicity campaignsCurrent and past clients: ideas for growth.Sell more services to existing accountsIdentify “at risk” clients who need special attention Legal Expert Connections, Inc.866-417-7025www.legalexpertconnections.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”6Introduce new legal servicesRe-activate former accountsClient entertainmentIdentify items needed to support your growth goals:WhatWebsiteTargeted prospect listSocial media marketingMarketing materialsPipeline tracking systemOtherWhoBy WhenWrite the “elevator pitch” you will use to introduce your services to others. Include yourspecific services, the audience you serve and the key benefits your clients receive.Use additional sheets of paper as necessary.Create a 12-month marketing calendar (see Appendix 1)A sample marketing calendar is provided on the following page. You will want to create your owncalendar to schedule the frequency of each campaign.Establish an associated marketing budget (see Appendix 2)A sample marketing budget is provided on the following page. You will want to create your own budget,by translating the events scheduled in your marketing calendar into the dollars and sense of campaignimplementation.The Author is available if you need help in planning your legal marketing campaigns. Legal Expert Connections, Inc.866-417-7025www.legalexpertconnections.com
Excerpt from “Courting Your Clients: The Essential Guide to Legal Marketing”7Here are 7 important tips for business development:1.2.3.4.5.6.7.Marketing is a process, not an event.Put the Internet to work for you.Never stop marketing!Don’t wait until you are desperate for business.Educate, don’t sell.Maximize referrals.Stay close to your current clients. Legal Expert Connections, Inc.866-417-7025www.legalexpertconnections.com
8Appendix 1. Sample Legal Marketing Calendar*ACTIVITYClient MailingGOALSJANFEB2-4 / YearMailing 1MARAPRMAYJUNJULMailing 2AUGSEPOCTMailing 3NOVDECMailing 4Speaking2 / YearPublish Articles2 / YearReferral p sFocusFocusFocusFocusFocusWebsiteMonthlyBlog4 / Month4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 postsLinkedInMonthly4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 posts4 postsPress Coverage2 / YearSpeech 1Speech 2Article 11 new pg 1 new pgArticle 21 new pg 1 new pg 1 new pg 1 new pg 1 new pg 1 new pg 1 new pg 1 new pg 1 new pg 1 new pgRelease 1Release 2Online 724/724/724/724/7Google 724/724/724/7OCTNOVDECTotalAppendix 2. Sample Legal Marketing Budget*ACTIVITYClient MailingGOALS2-4 / YearJANFEBMARAPR 1,000MAYJUNJUL 1,000AUGSEP 1,000 100 1,000 4,000 100 200Speaking2 / YearPublish Articles2 / YearReferral NetworkMonthly 100 100 100 100 100 100 100 100 100 100 100 100 1,200Top ProspectsMonthly 100 100 100 100 100 100 100 100 100 100 100 100 1,200WebsiteMonthly 150 150 150 150 150 150 150 150 150 150 150 150 1,800Blog4 / Month 100 100 100 100 100 100 100 100 100 100 100 100 1,200LinkedInMonthly 0 0 0 0 0 0 0 0 0 0 0 0 0Press Coverage2 / Year 50 50 350 100 350 700Online DirectoriesOn-Going 250 250 250 250 250 250 250 250 250 250 250 250 3,000Google AdWordsOn-Going 300 300 300 300 300 300 300 300 300 300 300 300 3,600 2,000 1,100 1,350 2,050 1,000 1,000 2,000 1,350 1,050 2,100 1,000 1,000 17,000Total*NOTE: These are SAMPLES ONLY, provided for display purposes. Create your own calendar and budget to reflect your legal marketing priorities.
9Legal Marketing StrategiesCourtesy of Legal Expert Connections, Inc.Legal Expert Connections is a national legal marketing agency serving attorneys and experts. Your businessdevelopment is our #1 priority, and promoting experts and attorneys is our core competency. We help youattract qualified leads through thought leader and integrated marketing campaigns.Increase your business development when we help you design and manage a customized monthly or quarterlyCourting Your Clients campaign using proven legal marketing techniques.Legal Expert Connections, Inc.2385 NW Executive Center Drive, #100Boca Raton, FL argaret Grisdela, [email protected] GrisdelaAuthor & PresidentRemember, never stop marketing! The author invites your questions and comments. Call us at 1-866-417-7025 forideas.We Wrote the Book on Legal MarketingCourting Your Clients: The Essential Guide to Legal MarketingNow in its 2nd editionOnly 29.95 plus shippingwww.CourtingYourClients.comVisit our other oymentLawMarketing.comwww.RainmakingClub.com blog
Page 8 Sample legal marketing calendar. Page 8 Sample legal marketing budget. ATTORNEY MARKETING PLAN Checklist of Excellence to Grow your Practice 3 Benefits of a Legal Marketing Plan 1. Save time by narrowing your focus. 2. Save money by concentrating your marketing b
