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Marketing Strategy Example Law Firm
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Law Firm Marketing Plan Samples [word & Pdf]
It is impossible to navigate in unknown areas without a compass. The same is true for businesses trying to overcome market challenges without a marketing plan. And yet: 50% of small and medium business owners don’t have one, according to Search Engine Journal.
We get it – creating a marketing plan can be a real challenge, especially if you’re starting from scratch. What should be in it? What doesn’t matter?
What your marketing plan looks like will depend on the size and type of your business. Looking at examples of companies in the same industry or the same size and status should be your north star.
That said, you can always find good frameworks to apply to your marketing plan, regardless of industry. You need to adapt the approach to suit your business and continue to build from there.
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A marketing plan can range from a few pages to a detailed road map covering all aspects of the business. To decide on scope, ask yourself: What is the purpose of my marketing plan?
For some companies, this is an outline of a specific marketing strategy with concrete actions. For others, it sets benchmarks to assess results. There are also companies trying to attract investors, so they need a comprehensive marketing plan to portray the company’s future.
Keeping the goal in mind is the best way to determine what to include in your marketing plan.
The marketing plan you create should answer the questions: Who are my target customers? How do I reach them? How do I keep them? And this is just the tip of the iceberg.
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Every business is unique, so consider what resonates with your goals and your target customers rather than blindly following a template.
To help you incorporate the essentials, we’ve broken down the core elements of a marketing plan and highlighted key takeaways and best practices with plenty of examples. Think of these elements as stepping stones to your goal.
First things first: You need to start with a summary of the marketing plan. This section contains the basic business information and an overview of what you have done, what you plan to do and how you plan to get there.
The purpose of a summary is not to provide detailed information, but to set the scene and pique the reader’s interest. All the paragraphs in the summary are an overview of the information you will expand on later in your marketing plan. Although this is the first section of a marketing plan, it is usually written last.
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Here’s a great example from Palo Alto Software. The summary in this sample marketing plan for an organic bakery is short and to the point. At this point, you want to give readers context and set expectations.
A mission statement is a sentence that describes your business goals and philosophies. This action-oriented statement lets customers know what your company’s purpose is.
The modern customer values more than price alone. According to Stackla, 86% of consumers say authenticity is important when deciding which brands to like and support.
The outdoor clothing and equipment brand Patagonia is committed to protecting the environment. And it’s more than words. Apart from the durable products that can be recycled, the brand donates 1% of sales to the preservation and restoration of the environment.
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When writing a mission statement, focus on your company’s ethos. This is not an illusory phrase. This is your company’s core belief. The best way to approach this is to ask yourself why are you in business and what problems are you solving?
You can’t have an effective marketing plan without clear goals. They show the direction in which your business is moving. When deciding on your marketing goals, you should follow the SMART framework – define specific, measurable, achievable, relevant and time-based goals.
Setting marketing goals involves specifying expected results so you can measure performance and take action if necessary. By defining the objectives, you must answer the following questions:
In this example from MPlans, the event planning company sets SMART goals that can be easily measured and tracked.
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Understanding the full potential of your business requires a clear picture of the strengths, weaknesses, opportunities and threats you may encounter. By using SWOT analysis, you can identify all internal and external factors that affect your company’s success.
Strengths and weaknesses are internal factors that you can control to some extent, while the opportunities and threats are external factors that come from the environment around your business.
However, being aware of the conditions under which your business operates gives you the insight to make informed decisions about your marketing plan and your business in general.
Here is a SWOT analysis example for a perennial farm growing a variety of botanical medicinal plants. Although it produces high-quality plants and has experience in business development and horticulture, it faces a lack of financing and threats from similar large farms. However, the opportunity lies in the growing market and the customers’ need for a long-term relationship with one botanical supplier.
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Based on the information from the SWOT matrix, you can identify the next steps and the best way to achieve your goals.
The next step is a thorough market research. This section should provide an overview of the industry, define your buyer persona, prepare a competitive analysis, and conduct customer surveys and interviews.
Start by analyzing your market. Keeping your finger on the pulse of the industry will help you understand the needs and potential.
Next, you need to decide on the target audience. If your product is good for everyone, that means it’s good for no one. Having a target audience leads to focused marketing efforts and higher conversion.
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Although every customer is unique, you can create buyer persona profiles with characteristics common to your target audience. Here you need to define information such as demographics, location, interests, purchase intent and anything else relevant to your target audience.
In this example of Cyberclick, you can see all the essential information, goals, pain points, research methods and tools used during research, but also how the company can meet the needs of customers.
Competitive analysis is an important part of market research. Keeping an eye on your competitors gives you an overview of their strategy and lets you prepare accordingly.
Not sure what competitive analysis looks like? Here is an example of the elements you should include and set yourself apart from your competition.
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Another important segment of market research is mapping your customers’ journey from first contact to a purchase. The best way to gather information is by conducting customer surveys or interviews.
Explore the sources and channels your target audience uses during research, analyze their steps at each stage of the buyer’s journey, and understand what motivates them to make a purchase.
Now that you’ve laid the groundwork, it’s time to dive deeper into defining the strategy. If you sell products, you must define the marketing mix through the 4Ps: product, price, place and promotion.
Service-oriented companies must define the 8Ps of marketing: product, price, place, promotion, people, process, physical evidence, and performance.
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Let’s look at Warby Parker’s marketing strategy. The direct-to-consumer eyewear company started with a simple goal in mind: to solve the problem of expensive glasses.
From specially designed cellulose acetate to ultralight titanium, Warby Parker uses premium materials for its frames. The glasses and lenses range from about $95 to $295, which is generally lower than the competition.
While it started as an online-first company in 2010, Warby Parker opened its first store in 2013. Today it has more than a hundred brick and mortar stores.
Its strategy relies heavily on PR, user-generated content and a mobile app packed with user-friendly features such as virtually trying on images using augmented reality.
Strategic Business Planning
Creating a marketing budget can seem daunting – especially for small businesses. However, to carry out the projects outlined in your marketing plan, you must allocate sufficient resources.
The marketing budget should include all different facets of marketing – from branding and creative to product marketing, digital, content, events and more.
While you may have separate plans for each segment, this master marketing budget template from HubSpot lets you create individual budgets and determine total marketing costs.
To give you an idea of what a complete marketing plan looks like, we share seven more examples and templates that give you a step-by-step explanation of the essential elements of an effective marketing plan.
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Baton Rouge positions itself as “An Authentic Louisiana Experience” by fostering a rebirth of local passion and enthusiasm. From a detailed SWOT analysis to a well-defined target audience, there are many takeaways you can apply to your marketing plan.
In this high-level overview of the marketing strategy for the Office of Undergraduate Admissions and its 2021 recruiting cycle, the University of Illinois lays out a detailed marketing plan. One thing that stands out in this marketing plan is the approach to defining goals, tactics and success metrics for each segment.
HubSpot’s template includes business overview sections,
