Digital marketers are constantly working on a variety of tactics and strategies to achieve a desired result. But, if you’re just jumping from one strategy to the next based on what is trendy, it’s all too easy to lose sight of the bigger picture.
A comprehensive marketing model like the 30-60-90-day marketing plan can enable your law firm to align its efforts with your firm’s overall marketing objectives. By using a defined timeline and process, you can ensure that your work makes sense from a short and long-term strategic perspective.
Here is what you need to know about the 30-60-90 marketing plan and how your law firm can create one.
What is a 30-60-90 Marketing Plan?
A 30-60-90-day marketing plan outlines the goals your law firm’s marketing efforts are working towards over the next three-month period. It also defines the strategies and tactics that must be accomplished during that same period to achieve your stated marketing goals.
Why 30-60-90 Marketing Plans Make Sense for Law Firms
This specific type of marketing plan is useful when you are launching a new marketing strategy. It can serve several important purposes for your law firm.
Identify Your Goals
Above anything else, a 30-60-90 day marketing plan helps you identify your marketing goals. Beyond increasing revenue, there may be a few things you’d like to get out of your digital marketing strategy: to increase engagement, establish yourself as an authority in your field, or build a strong brand reputation.
To achieve these goals, you need a plan. And a plan cannot simply consist of a “commitment to be the best.” You must have actionable, grounded goals that can help you move closer to the finish line. Sure, anyone can get lucky. But sustainable success is rarely built on luck.
Get Your Team on the Same Page
Now that you know what you’d like to achieve, it’s a good idea to bring everyone on your team into the mix. In fact, you can even have your team help you establish those goals.
A 30-60-90 day plan is a great way to ensure that everyone is on the same page. A clear digital marketing plan also helps everyone understand their roles.
Measure Your Progress
Finally, your 30-60-90 day marketing plan gives you a baseline to start measuring your progress. For example, if you want to accomplish a goal in the next 30 days, you can use this plan as a gauge. This is a helpful tool for staff, managers, and even business partners to bring clarity to what you want to accomplish.
How Your Law Firm Can Build a 30-60-90 Marketing Plan
If you’d like to create a 30-60-90 marketing plan for your law firm, here are some tips:
- Understand Your Audience
Before jumping into the items your marketing plan will contain, you should spend some time defining your audience. Are they 40-somethings who need estate planning services or younger adults who are facing divorce or criminal charges? Think about your audience’s needs and what they would expect from a law firm. You can use this as the foundation for your plan.
- Define Your Goals
Next, what are the goals you are working towards? Any marketing goals you establish should be clear, measurable, and attainable. Take a close look at your law firm’s case load and see where there might be some deficiencies or gaps. You can set some goals that address these issues to provide a better client experience and improve your firm’s overall performance.
- Determine the Right Strategies
Now that you have set a few goals, you need strategies to achieve them. For example, if your goal is to increase new client sign-ups by ten percent per quarter, what digital marketing strategies will you use to get there? Some examples include video marketing, Google ads, and social media marketing.
- Get Specific With Your Tactics
Defining a strategy isn’t granular enough to get the results you want. With a 30-60-90 marketing plan, you’ll want to break those strategies down into specific tactics. If you decide to use video marketing, one of your tactics might be to create four new videos per month as well as corresponding blog posts and social media posts to promote them.
Mistakes to Avoid with a 30-60-90 Legal Marketing Plan
Of course, a 30-60-90 marketing plan is a good idea. But there is a right and wrong way to approach it. Here are a few mistakes to avoid with your plan.
- Avoid Being Vague About Your Goals
Not being specific about your goals is one of the easiest mistakes to make with a marketing plan. “Increasing engagement” isn’t a bad goal, but you need to add specifics to that goal. What type of engagement? How much engagement? How much would you like to increase new client conversions over 90 days? What about referral rates?
- Don’t Create a One-Size-Fits-All Marketing Plan
Your law firm is unique, and its digital marketing strategy should reflect your specific brand, voice, practice areas, and goals. As such, it’s never a good idea to accept a cookie-cutter marketing plan that could apply to just about any business. Make sure you customize your plan so that it reflects your client base, workflow, and firm values.
- Avoid Using Your Plan as a Crutch
Plans are great, but the digital marketing landscape can shift rapidly. What this means is, don’t let the most impressive part of your digital marketing strategy be your written plan. There is something to be said for being nimble in a fast-changing environment so that you can make adjustments when needed and take advantage of new opportunities.
Get Help With Your Law Firm’s 30-60-90 Marketing Plan
As a law firm, you have enough challenges to conquer without having to worry about how to get the right message in front of your target audience. If you’re looking for ways to stand out, boost engagement, and increase your business results, a robust online presence is the answer.
Too Darn Loud Legal Marketing specializes in helping law firms get noticed with a results-driven digital marketing strategy. Contact us today to schedule a free consultation to learn more about our services. Reach out to us online.