27 May How to Develop a Bankruptcy Marketing Plan
8 steps to create an effective marketing plan
“If you fail to plan, you plan to fail,” so the famous adage goes. Creating a bankruptcy marketing plan gives you the opportunity to create a vision for what you want to achieve, set specific goals that will help you reach that vision, and outline detailed tasks that will help you achieve your goals.
Your marketing plan can be simple, clear, and actionable. It should become your roadmap for all marketing efforts over the next year.
What your marketing plan can include
- Determine Your Big Picture Vision: What is it that you hope to achieve with your firm as a whole? What is your desired income? How big do you want your law firm to be? This vision will drive all other marketing plan components.
- Set Goals: Goals should be clear, quantifiable, focused, realistic, and achievable. Determine what large goals you need to reach to achieve your vision. Then break those goals into smaller goals that lead to the larger goals. For example, you may set a goal to have 10 bankruptcy cases each month. To achieve this goal, you may decide that you will need 50 leads and have 400 website visitors.
- Analyze Your Services: Evaluate your services. Which services should you market? What should your prices be?
- Analyze Competition: Take a look at your competitors’ services and marketing. What makes your firm different from other firms? Brainstorm ways that you can improve your services and marketing so that you stand out as unique and superior to other firms in the market.
- Determine Marketing Mediums and Messages: Decide which mediums you will use to find new clients. Will you use online marketing, offline marketing, or both? Which specific mediums(Ex: radio, billboards, SEO, PPC, etc) will you use?Brainstorm messages that you can use in your advertising that will generate attention and interest in your services. Lastly, determine your marketing budget for each marketing campaign.
- Determine Tasks: What activities need to be done? Blogging? Search engine optimization, radio ads, etc? Each project will have tasks for you to do yourself or to outsource. You should have a detailed “to do” list for all marketing projects and initiatives.
- Create a Calendar: When do the activities need to be done? Who will do them? Make a detailed, updated calendar of your tasks. Consider having weekly meetings to discuss your progress for each campaign.
- Analyze and Refine the Marketing Plan: How often will you look at your marketing plan? How will you determine how effective it is? Set aside time every few months to analyze your plan and revise it as needed.
Your marketing plan should be fluid and adaptable, not etched in stone. Be willing to scrap ideas, come up with new ones, adapt goals, and modify strategies periodically. Over time, your strategy will become refined and will generate the desired results.