Throughout its history, many law firms have eschewed conventional marketing in order to maintain an image of honesty and pragmatism. With the rise of digital marketing and increased competition, law firms are focusing on comprehensive marketing strategies to stand out. Continue reading to learn more about law firm marketing needs, how to create a budget, and how to use legal billing software to track your law firm budget.

The Importance of Law Firm Marketing

A law firm is, first and foremost, a business. Every business relies on a steady stream of new clients and business, and growth is an important part of our strategy.

With this in mind, many law firms focus on marketing to gain a competitive edge in the market. However, unlike the flashy, flashy campaigns found in other industries, law firm marketing aims to show the law firm’s credibility, expertise, and credibility.

Law firms typically use all available avenues for digital marketing, including search engine optimization, email marketing, social media, content marketing, and search advertising.

How much do law firms typically spend on marketing?

A law firm’s marketing budget depends on its goals. Interestingly, however, many law firms have no budget at all, putting marketing efforts on the back burner.

According to American Lawyer, if you’re going to set a marketing budget, large law firms spend 2% to 5% of total revenues, while smaller firms spend 5% to 10% of total revenues. Just know that you are spending % .

However, your budget will depend on many factors, including location, existing branding and reputation, and practice area.

What should a law firm’s marketing budget be?

When determining your law firm’s budget, you should consider the following:

  • Age of Law Firms: Younger law firms typically have larger budgets to capture market share

  • Practice areas: Different practice areas have different goals and sales funnels.

  • Location: Higher competitive areas will require more

  • Current marketing efforts: Starting from scratch requires increasing initial marketing spend to gain traction

  • Marketing Strategy: Different levels and types of marketing campaigns may require different investments.

  • Competitor Budgets: Large law firms in the region can drive up marketing costs for all firms.

You should also consider retention and acquisition marketing.

Retention marketing is designed to remind former clients of your services. Generally, it costs him seven times more to attract and retain new clients than it does to retain existing ones, so retention marketing gives him a higher overall ROI.

Acquisition marketing is designed to attract new customers. Budgets should be split between traditional and digital marketing activities such as social media, SEO, PPC, content, print or TV advertising.

Instead of working with arbitrary budget figures, create customized figures based on your needs and goals.

Best Practices for Creating Law Firm Marketing Goals and Tactics

To save time and maximize your marketing budget, it’s important to take the time to develop a detailed marketing strategy and roadmap. With predefined plans, you can evaluate your marketing efforts to see if you’re on track to meet your goals and adjust them as needed.

set marketing goals

A marketing goal is what you want to achieve with your marketing efforts. Without a set goal, it’s impossible to track and measure success.

Marketing goals should always be SMART (specific, measurable, achievable, relevant and time bound). This allows you to effectively track and measure your efforts.

For example, setting a goal of “acquire new clients” does not fit into the SMART goal framework. You need to set a specific number and time frame.

Some examples are:

grow a brand

Branding isn’t just for retail products. Law firms also have brands, and the right brand can attract the ideal client. Building a brand is a long and complex process, but establishing consistent and strong brand assets such as company mission and vision, company brand values, and unique value proposition is a good starting point.

Leverage content marketing

Content marketing is important for law firms, both from a general marketing perspective and from an SEO perspective. Having valuable content not only establishes your company as a thought leader in your industry, but it also helps prospective clients find your company when searching online for solutions to their legal problems.

However, mass producing content is not enough. You should create unique, detailed and valuable content that addresses common questions and concerns of your target client. This may include legal blogs and articles, podcasts, video series, and infographics.

Include video content

Video is fast becoming a big trend in all marketing, not just law firms. Audiences prefer videos over more engaging text. Videos can also help you organize complex topics into more digestible content and increase retention.

Law firm video content has virtually limitless options. Consider options such as testimonials, industry interviews, and Q&A series for general questions about your area of ​​work. The video is available on social media, his company website, and an email blast.

Tips for Tracking Law Firm Marketing Budgets and Expenses

Marketing is an investment, so a marketing budget is not “rainy day” money. Whatever you assign to marketing, make sure to use it.

Consider time and money. Spending all your marketing budget won’t do you much good if you don’t spend time on your marketing strategy. At least four hours a week should be devoted to marketing activities that can be tracked with a task management tool.

Evaluate your ROI. If you’re putting your hard-earned money into marketing, you should use time management and expense reporting tools to track your progress and make sure your spending is worth it. Every marketing effort should be evaluated on a regular basis, although different companies have different timeframes to track progress.

By analyzing your efforts against the goals you set, you can determine whether you are on track or need to make adjustments to reach your goals. It also reveals the most successful channels so you can better allocate future spend.

important point

The flow of new clients is key to a law firm’s growth and profitability. Marketing gets your company’s name out there and attracts new clients, but you need a solid strategy and marketing budget to direct your efforts and get the most out of your spending.

©2006-2022, BILL4TIME. All rights reserved.National Law Review, Vol. XII, No. 236

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