Goal setting, planning, and all that good stuff. It’s almost time to sharpen your pencil and map out the new year.
When it comes to marketing, once you decide on your target market and ideal client, the next thing to decide is how you will reach them. Will you market to clients directly? Will you target referral sources? Will you do both?
Don’t leave this to chance. Think it through. A few things to consider:
- Where do you get your clients now? Referrals from clients? Professional referrals? Your website? Advertising? Look at your numbers so you can do more of what’s working and less of what isn’t.
- What do other lawyers in your practice area do to get their clients that you’re not doing, or not doing enough?
- What mechanisms can you use to reach your audience, e.g., blogs that accept guest posts, groups where you can speak and/or network?
- What are you good at and enjoy? Writing, speaking, networking? How can you do more?
- What are your resources–time, money, knowledge, experience, employees/outside help, friends and professional contacts?
- What are you unable to do (by your bar or firm)? If you can’t advertise to prospective clients, perhaps you can advertise to referral sources. If you can’t advertise your services, perhaps you can advertise your book or seminar. If you can’t use client testimonials, perhaps you can use professional endorsements.
If you decide to market to both clients and referral sources, you also need to decide how much of your time and resources to allocate to each.
You don’t have to decide everything before the year starts but you should start thinking about these things. They’ll help you get focused and get better results.
Ideal client? Target market? Marketing plan? This is what you need