Creating Your Law Firm Marketing Plan

Many law firm owners think that they don’t have time to serve existing clients and perform marketing activities to generate new clients. In this episode not only are we going to talk about how to do both sustainably but also how to set up your marketing so that it generates recurring revenue.  In this episode we discuss:   How do you create a marketing plan and what is it?   The smoothing out of the marketing cycle to bring in consistent recurring revenue. Identifying your ideal client avatar and where to find them. Marketing funnels; from an impression to a closed sale. Determining marketing cost of each funnel vs. economic value. How knowing your numbers is vital in planning your marketing funnels. Creating your own opportunities to make an impression. Looking at marketing not as an expense, but as an investment. Contact Info: SOCIAL LINKS & Contact Info -  Scheduler:  https://meetme.so/LawFirmMentor  Avatar Worksheet:  https://lawfirmmentor.net/avatar/ Check Out My Latest Interview on SalesPop Podcast: https://salespop.net/sales-marketing-alignment/effective-intake-phone-sales-for-law-firms/?fbclid=IwAR1ZSeJx8bXjwCylB5b3wX3w6W5W1odEguhfIr5ev5ULtLIcj8SfvPabb8E Link to More Money, More Free Time Course:   https://law-firm-mentor.teachable.com/p/webinar-package/  Bio: Allison C. Williams, Esq., is Founder and Owner of the Williams Law Group, LLC, with offices in Short Hills and Wall Township, New Jersey.  She is a Fellow of the American Academy of Matrimonial Lawyers, is Certified by the Supreme Court of New Jersey as a Matrimonial Law Attorney, and is the first attorney in New Jersey to become Board-Certified by the National Board of Trial Advocacy in the field of Family Law. Ms. Williams is a member of the New Jersey Board on Attorney Certification (NJBAC) – Matrimonial Committee, a New Jersey Supreme Court committee that determines eligibility of candidates to be certified as a recognized practitioner in the field of matrimonial law. Ms. Williams has been named a Rising Star Attorney by the New Jersey Super Lawyers franchise continuously from 2008 – 2013, and has been named a Super Lawyer by that organization for 2014 – 2019. In 2016, she was featured in the Super Lawyers publication (Williams v. The Rubber Stamp), she has been named one of the Top 50 Women Super Lawyers in New Jersey from 2017-2019 and in 2019, was voted in the Top 100 Super Lawyers in the State of New Jersey. Ms. Williams is an accomplished businesswoman. In 2017, the Williams Law Group won the LawFirm500 award, ranking 14th of the fastest growing law firms in the nation, as Ms. Williams grew the firm 581% in three years. Ms. Williams won the Silver Stevie Award for Female Entrepreneur of the Year in 2017.  In 2018, Ms. Williams was voted as NJBIZ’s Top 50 Women in Business and was designated one of the Top 25 Leading Women Entrepreneurs and Business Owners. In 2019, Ms. Williams won the Seminole 100 Award for founding one of the fastest growing companies among graduates of Florida State University. In 2018, Ms. Williams created Law Firm Mentor, a business coaching service for lawyers.  She helps solo and small law firm attorneys grow their business revenues, crush chaos in business and make more money.  Through multi-day intensive business retreats, group and one-to-one coaching, and strategic planning sessions, Ms. Williams advises lawyers on all aspects of creating, sustaining and scaling a law firm business – and specifically, she teaches them the core foundational principles of marketing, sales, personnel management, communications and money management in law firms.  She received her B.S., magna cum laude, and her M.S., summa cum laude, from Florida State University. She received her J.D., cum laude, from Syracuse University College of Law.  Snip-Its: 00:34:19  (50 Seconds) When you when you lump it all together, it becomes very, very challenging for you to target your message using that ideal client avatar. And it becomes very challenging for you to make accurate projections. Because what you can expect off of search engine optimization, very different than what you can expect off a person to person marketing or person to person networking. OK, so I want you to envision that series of funnels, right? This is what our marketing plan is. You're going to have that series of funnels for each marketing activity that you do, and then you're going to start applying some numbers. OK. So the first number that you have to apply to this is the number of clients that you project from each of those activities. Right? Top of the funnel, you're going to have a really big number. Bottom of the funnel, not so much. 00:42:07 (59 Seconds) Now, I would never recommend that you build your law firm on one funnel. You have to know again the impressions of a particular funnel leading down to the clients. And you're going to be hypothesizing, at least at the beginning, until you have done the marketing activity with regularity and consistency, enough to know that on the balance you can project reasonably. This particular funnel leads to a certain amount of clients and you need to know what types of cases are being generated from each funnel so that you can do that math as well. Right. So the example I gave you earlier, public speaking, one stage equals thirty thousand dollars. That thirty thousand dollars wasn't one thirty thousand dollar case. It might be on average six five thousand cases or it might be twelve twenty five hundred dollar cases. But if you don't know the difference, you don't know how to prepare for the work that's going to come in from your marketing.