Marketing Plan Workbook
Diana Mercer, Attorney-Mediator
www.peace-talks.com
Natalie Armstrong, President, Golden Media
www.golden-media.com
WHAT ARE THE KEY ELEMENTS OF A SUCCESSFUL MARKETING PLAN?
o Markets: My key market is:
o Key client demographics: my ideal client is described as:
o Unique value proposition: I’m different than my competitors in the following ways:
o SMART goals:
My goals are Specific, Measurable, Achievable, provide a Return and are Time specific:
WHAT AM I ALREADY DOING RIGHT?
WHAT ARE LOGICAL NEXT STEPS?
o Where do my current clients come from?
o Based on where my current clients come from, what are 3 things I can do to do more with and for these client sources?
o What do I enjoy doing?
o What’s easiest for me to follow through on?
o Drill down. It’s not always about doing more activities, but doing more with the activities you’re already doing. Is there a marketing activity that I’m doing now or have done in the past which I didn’t follow through with in the way that I should? That might provide different results if I just stuck with it or follow through more reliably?
HOW DO I IDENTIFY BEST REFERRAL PROSPECTS?
o What’s my key demographic?
o Where have my referrals come from before?
o Who is easiest for me to reach?
o Do I already have connections or ideas?
o Always start with the lowest hanging fruit. What could I do on Monday to shake the trees?
HOW CAN I NETWORK EFFECTIVELY?
o What kind of group might suit me?
o What would I enjoy?
o Were do my gatekeepers go?
o Where am I likely to run into qualified prospects?
o Do I have a plan for each meeting?
o Networking is about finding out about the other person to decide if you want to follow up, not a hard sell of yourself to them
o How will I keep track of my contacts?
o What’s my plan to follow up with each at least 4 times? e.g., call for lunch, add to e-newsletter list, invite to another activity, make an introductions, handwritten note….
MARKETING ON A BUDGET: SPEAKING, WRITING
o Blogs, newsletters, expert web sites are always looking for content
o E-newsletters, print newsletters
o Special interest groups: EAP, corporate counsel, trial attorneys, etc., are always looking for speakers
o Podcasts and webinars
o Where might I speak or write?
FIRST STEPS IN MARKETING: WHAT WORKS AND WHAT DOESN'T
o Most important is to simply start
o Always measure both time and cost and keep track of results
o Generally, the more time intensive and less expensive activities have the best return.
o Advertising doesn’t work (unless you have a huge budget)
o Internet and social media are time intensive but cost effective
o Learning about marketing: Rain Today is Diana’s new favorite resource. www.raintoday.com
o What are some inexpensive marketing projects that appeal to me?
BRANDING YOURSELF AND YOUR PRACTICE
o Is your marketing consistent with your vision and practice values?
o Do your support materials (e.g., brochure, website) convey this same vision?
o Is your office set up to reflect your values and vision?
o What about your follow up, client service, and support staff?
o Branding also needs to set your intention for practice growth. If you intend to stay a 1 person shop, then using your name is fine. If you want to be a giant brand, consider a name which is not so reliant on you providing the service yourself.
ALTERNATIVE MARKETING: WEB MARKETING, POD CASTS AND OTHER HOT TRENDS
o Websites (Diana’s new favorite web design firm is Kaleidoscope Consulting, www.kconsultinggroup.com)
o Blogs: Blogger vs. Wordpress
o Social media: LinkedIn, Facebook, Twitter, Ning
o Pod casts
o Webinars
o Appearing as a guest on all of the above for others’ sites (and vice versa)
o SEO
o Anchor text and backlinks
o What are some alternative marketing ideas I have? What might work for me?
MEASURING YOUR SUCCESS: ROI AND METRICS
o Do not get paralyzed by trying to measure everything
o Still, you must keep track
o Set up a system which works for you and which support staff will use
o Count time as well as money
o Where do your clients come from?
o What’s your call-to-client ratio? Where are the cracks in your sales cycle? Do you know why some clients come in and some don’t?
