Beyond the Status Quo: Iterative Strategies for Next-Level Legal Marketing

You didn't come this far to only come this far. That's a paraphrase of a Matthew Reilly quote that I really like.

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But then also, "you can't get there from here."  

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Said by a tour guide in Alaska letting us know that... well I still don't really know... because we could, in fact, get to a place from here, which allowed us to then get to there...

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Let's try another one - "What got you here will not get you there." Marshall Goldsmith (and a book!).

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And that's what we are talking about today - changing what it takes to get to the next level, or, put another way, iteration in action.

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Fun Acronym Jordan Put Together

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SET IT

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Strategize

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Execute

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Track

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Iterate

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Test

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This is the process we follow at LegalEase Marketing and the one I think you should steal (or just work with us).

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Strategize

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Develop a strategic marketing plan based on research and analysis.

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Listen, you can spend a LOT of time and money and energy on this. You could do a SWOT analysis, a VTO, get client feedback, get anal about analyzing analytics (then you don't even need an analogy), hammer out long terms goals AND short term ones...

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But at it's core... it's 2 things.

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Who do you WANT to work with?

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What marketing will help you get in front of them? (or at least give you the best chance)

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Execute

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DO IT!

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Honestly, I would include - build out a CRM to track the results and create a consistent sales process (as in yes EVERY client gets the same or similar emails and text and calls at the same times).

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You remember in science class when they talked about experiments only changing one variable to be effective? This is that.

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Because, if you have no consistent sales process, then the months where you aren't busy and call all the leads back and follow up your marketing SEEMS great.

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And then when you do get busy and you stop following up and people don't hire you, then your marketing SEEMS terrible (even though it's the same)...

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Track

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Regardless you HAVE to track the results in some manner, otherwise you're Blockbuster not buying Netflix or investing in streaming, or Samuel L Jackson standing too close to the shark tank or dinosaur to avoid being eaten (or stuck the plane with snakes?)

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Iterate

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Here is where we go back to last week's article... 

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Think about what changes you can make to your marketing to make it even better?

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You know how Netflix lets you like movies and shows and then recommends others to you that you like? Your law firm needs a similar plan.

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How can you change a call to action to get more clicks?

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How can you change your ad placements to get in front of better eyeballs?

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How can you reword your sales copy to close more leads?

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So when it comes to marketing you should constantly be doubling down on works AND trying changes or new things.  It should be an ongoing process.

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Test

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Then you test the different options, if they do get better results you keep them, and if they don't you can roll back to the prior way (or try a new one).

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This can be A/B testing.

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It can be running two different webinar topics in the same month.

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It can be 75 different google ads going to 75 different landing pages with 75 different contact forms.

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What you come up with, what you try, how you change it... these will ALL be different based upon you, your firm, your location, your ideal client, your budget, and other factors...

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But the PROCESS is the one everyone should be using.

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