12 Aug How to Plan, Execute, and Analyze Bankruptcy Marketing Campaigns
Tasks to Perform Regularly for Bankruptcy Marketing Success
As an attorney, managing your marketing efforts can often feel overwhelming, especially when you have so many other tasks related to managing your practice and your clientele. When you break down marketing into smaller, bite-sized tasks, you will find that you are able to implement effective marketing efforts on a consistent basis without spending tons of time.
By following the simple pattern of planning, managing, and analyzing your marketing efforts, you will find that your marketing results will improve dramatically.
Planning what, who, when, and how
How effectively you plan for your long-term and short-term will have a large impact on how successful your campaigns are. Crappy planning leads to crappy results, while effective planning leads to smooth campaign execution and results.
Specifically, you should plan what your marketing objectives are and what strategies you will try to achieve those goals, who will be involved in each marketing task, when those tasks will be done, and how specifically they will be executed.
- Hold yearly or semi-annual planning sessions to set long-term, high level, visionary goals and objectives for your marketing. Use brainstorming sessions in groups to determine what you want to achieve and how you will achieve it.
- Hold monthly planning sessions to outline your monthly goals and tasks.
- Hold brief, weekly planning meetings to outline each necessary marketing task and when during the week it will be done.
In your planning sessions, make sure to cover some or all of these topics.
- Plan what your goals are
- Plan what your metrics are for determining success
- Determine a marketing budget
- Decide what mediums to use (Ex: TV, print, online)
- Determine what messages to try to get customers’ attention and interest
- Determine how to effectively turn leads into clients through personal sales and lead nurturing
- Determine the sub-tasks necessary to execute each marketing campaign
- Determine a timeline for when each campaign will launch and when each necessary task will be completed
- Make assignments as to who will be in charge of which tasks and determine what tasks you will do yourself, within your firm, or with outside help (graphic designer, marketing firm, etc)
Creating, executing, and managing campaigns
Your planning session creates a blueprint of what you hope to achieve. Now it is time to turn your rough draft ideas into polished campaigns. Following the timeline you set in your planning sessions, you should:
- Refine your strategy and messages. During planning, you created a broad vision of your marketing campaigns. Now it is time to delve into the details and determine what specific messages and mediums you will use to market to your customers.
- Outline in detail all necessary tasks. For example, a print campaign may require writing copy, adding graphic design enhancements, printing, and distribution, while advertising online may require creating ads, managing distribution, and managing bids.
- Manage all delegated tasks, individuals, and timelines. Periodically, follow up with those in charge of marketing tasks to ensure accountability and quality of results and to make sure you hit your deadlines.
Analyzing campaign results to find winners, losers, and trends
After you have successfully executed your marketing campaigns, it is time to take a breather, take a step back, and look at the results of each campaign from an objective standpoint. Analyzing your marketing campaigns reveals insights that allow you to improve your future campaigns.
- Create a dashboard of the metrics that you will use to define success of any marketing campaign. You may use metrics like lead volume, cost per lead, revenue generated, return on investment, number of downloads, time spent on website, number of website visitors, etc. This dashboard that you create will give you all the information you need to make informed decisions.
- Analyze all marketing mediums. Which mediums produced the best results? Which ones were duds? Using lead volume and return on investment, you can determine which mediums are your most cost-effective and which ones you should direct your marketing budget towards.
- Analyze marketing messages. Which campaigns worked well? Which ones flopped? As you identify winners and losers, you will know which types of ad messages to continue and which ones to ditch. Over time, you will develop a core group of highly effective messages that generate responses from customers.
- Analyze campaign execution. How well did you execute your campaigns? What can be improved to increase the efficiency of your processes and the quality of your campaigns.
After analyzing your marketing campaigns, it is back to the drawing board to plan your next round of marketing efforts and repeat the process again. By following the simple pattern of planning, executing, and analyzing your marketing campaigns, you will see increased performance and results from your bankruptcy marketing efforts.