Marketing fundamentals: the tools every law firm needs
When we think of core accounting services for a business, we think of things such as bookkeeping and accounts, annual returns, tax, and registered address; the compliance obligations that need to be met.
When it comes to marketing in a professional services business, there are also a number ‘fundamentals’ I would recommend every firm implements, regardless of size. These are the basic tools needed to grow your firm.
A strategic marketing plan
First and foremost, the strategy should be aligned with the business. Where are you now and where would you like to be in 3 to 5 years’ time? Ensure your marketing objectives are defined in specific terms so progress can be tracked and measured. You need to execute activities efficiently and effectively to achieve the objectives and strategic drivers. Finally, if you can’t measure it in some way, don’t do it. Start by setting some basic KPIs and targets to measure your success. Contact us for a free template.
Client Relationship Management system (CRM)
No, a spreadsheet isn’t good enough nor is Outlook. SalesForce, RSS, Zoho, Goldmine and InterAction are all great systems with different levels of functionality and cost. There is something available for any budget including sole practitioners.Brand Strategy Solicitors Accountants Barristers 222
If you are looking to grow your firm, you require a system that tracks who your contacts and clients are, and the interactions you are having. Who are your targets and which ones are warm? Who are your introducers and referrers? Who are your profitable clients? A CRM can also show you what the firm’s pipeline looks like and who is bringing in the work. Many CRMs are free to try so well worth looking at the options.
Website with a CMS
These days there is simply no excuse for not having a website built on a CMS based platform such as WordPress. You can build your own website or have someone build an off-the-shelf system starting from only a few hundred pounds. A CMS means you can make changes yourself or have someone make these for you. No technical knowledge is required and it is much more cost-effective than paying your website developer for minor changes.
Digital and social media
The beauty of digital and social media tools is that they are largely free. Very little, if any cash outlay is required, usually only set-up and maintenance time. The amount of effort will depend on your objectives and the stage of your business lifecycle. Set up a Twitter account and ensure your LinkedIn profile is up-to-date. It is also worth setting up a LinkedIn company site as well.
By getting the fundamentals right from the outset, you will have a solid base on which to grow your firm. You will know where you are going and will be confident in the knowledge that your tools and systems are efficient. Once these ‘big’ projects are in place, you will be able to run successful growth and client retention campaigns.
If you would like help with implementing any of these activities or would like a free marketing plan template, we’re always happy to have a chat. Please call 0203 637 3958 or email firstname.lastname@example.org.