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Take Your Practice Where You Want to Go (presentation slides)
- 1. [email protected] TEL. 416.969.9600 OBA ENTERPRISINGLAWYER SERIES PROGRAM Take Your Practice Where You Want To Go
- 2. First, you needto decide where you want to go…
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- 4. Agenda Take your practicewhere you want to go 1.Tactical marketing 2.Take a step back, to move forward 3.Strategic marketing Introduction & Agenda 4
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- 6. 04/18/18 Tweets? Blogs? Video?All tactics, not to be confused with strategy.
- 7. Marketing Involves Tactics Butthat’s not the big picture There are many valid options to market a law firm, online or off. However, to really deliver impact, they need an overarching strategy that ties them to the firm’s identity and its goals. •Brochures •Direct mail •Website •Video •Search Engine Optimization •Facebook, LinkedIn, Twitter, Blog •Advertising •Speaking engagements •Publications •Networking •Promotional goods •Charitable contributions •Newsletters •Other events •… Tactical marketing 7 Branding: •Logo •Tagline •Business cards •Stationery •Signage
- 8. Return on Investment Scatteredresources don’t drive return. Tactical marketing 8 People Time Money
- 9. So, what works? It’seasy to get lost in the numbers. But, online or off, law firm marketing results are still about people. Take a step back to move forward 9
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- 11. Take a StepBack To Move Forward
- 12. Success. Profit. Life.What should it look like?
- 13. Leadership. Tactics are necessarybut they should be in response to something…
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- 15. Building a plan Thereare many ways to get there Strategic plan Succession plan Business plan Business coaching Leadership development Firm retreat… … or scrawl it on the back of a napkin! Take a step back to move forward 15
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- 18. Great leadership inspiresgreat followership.
- 19. Marketing planning: Theprocess We start by exploring the big picture, both inside and out Environmental scan •Competitive set •Clients •Referrers •Trends in the industry •Changes in the marketplace Introspection •Direction •Objectives •History •Success •Status quo Strategic marketing 19
- 20. Marketing planning: Theelements Now we’re ready for tactics! Messaging Develop a communication strategy Why us? From client perspective Strategic marketing 20 Distribution How to reach the desired growth market Which vehicles Push vs pull Online vs off Creative direction Establish a voice Tell the right story Use design tools to reinforce messaging Action planning What When How Who
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- 22. Marketing planning: Implementation Thebest plan doesn’t stand a chance without commitment 1.Measure 2.Review 3.Refresh Strategic marketing 22
- 23. Insert checklist here 1.Where do you wa Strategic marketing 23
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- 25. Strategic marketing… inservice of your highest goals.
- 26. CONTACT US TOPLAN YOUR NEXT STEPS: [email protected] TEL. 416.969.9600 Take Your Practice Where You Want To Go Our approach is focused on what really works to build and enhance small to mid-sized, Canadian professional practices. We invite you to request a proposal or book an initial consultation to discuss your practice development goals.