For budget-conscious law firms, implementing an effective marketing plan requires a consistent, data-based approach in order to get the best return on investment.
Having a small marketing budget does not have to be synonymous with having a small marketing campaign. Leveraging every cent of your marketing budget for maximum effect is critical for generating new business. Being small doesn’t mean you have to think small. You need to focus on proven tactics that target specific demographics. That means knowing who your target audience is, where they are, and what they want to hear. You may not have an endless supply of funds for the most audacious marketing efforts, but you have an endless supply of ambition and purpose, and that is what will help your firm grow. Here are a few strategies that can help you utilize your law firm marketing budget to the fullest.
Understand Your Demographics
Track your income down to the smallest detail of demographic data. Don’t just market to the audience you want, market at who you already have – growing your base is the best way to grow your future budget. Once you are better able to reach your current audience, you will have a much easier time expanding into new demographics, and that growth can happen more organically.
Be Coherent and Consistent
Put your dollars into a comprehensive strategy and avoid any ad-hoc or random marketing efforts that could drain your budget and offer little ROI. You want your marketing campaign to be cohesive with an overall theme or message. Making a few marketing attempts here and there will not have the same impact as one strategy that utilizes several avenues that complement one another. Use one cohesive strategy and make sure that all of your marketing efforts are highly coordinated so you can better measure and understand the results. Especially when your marketing budget is small, you cannot afford to make mistakes.
Connect with your target audience while reflecting your brand and values by utilizing engaging images, relevant and timely content, and compelling video to create brand awareness. Every piece should fit together like a well-structured puzzle. By partnering with a law firm marketing agency that has a proven track record of getting measurable results for their clients, you can focus your energy on what you do best – being a lawyer.
Keep a Close Eye on Your Results
If your law firm, or your marketing agency, is not constantly monitoring the results of your strategic efforts, you could miss key data that helps form the basis for future marketing campaigns. If you do not make adjustments to your marketing strategy based on data and research, you will be wasting your marketing dollars – something you cannot afford to do with a limited budget. You should be able to pivot quickly if your efforts continue to fall short of your law firm’s goals.
Calculating your cost per lead requires an analytic process to be in place so you can determine what specific channels are generating new leads. Whether it’s from television and radio spots, your website and social media, or referral from another client, it’s important to analyze the ROI for each so you can make adjustments to, or eliminate, non-productive avenues of outreach. You can then focus your marketing strategies on specific content and channels that are producing consistent new client leads at a cost-effective rate.
For more information about crafting an effective marketing campaign that fits within your law firm’s marketing budget, contact Kirkpatrick Creative at 866-864-9425 and let us help you generate new business. Kirkpatrick Creative uses proprietary analytics software that tests, tracks, and amplifies every penny of your marketing budget. We create the most efficient advertising campaigns – Engineered to Work!