Planning 101: Get More Out of Your Marketing

Fail to plan; plan to fail.

Trite? Definitely.

True? Perhaps it’s a matter of degrees.

For successful law firms, failing to develop an annual business and marketing plan won’t likely result in the firm’s demise. But it could be argued that firms that “fail to plan” don’t achieve all that they could.

If planning has been on your To Do list for a while, here are some thought starters to help you move forward:

1. Start the New Year Right

Pick a date to plan for the coming year. Whether you sequester yourself in a room or find inspiration from a scenic view, alone or with a small group, the most important step is to commit to a day, time and place to begin.

2. Start with Goals

Identify what you want to accomplish over the next twelve months. Consider defining your goals with the S.M.A.R.T.  technique, making sure they are specific, measurable, achievable, results-focused, and time- bound.

3. Identify a Budget

Determine the resources you are willing to commit to achieve your goals. Many resources, including the Legal Marketing Association, recommend an annual spend of 2% to 4% of total revenues.

4. Plan to be Flexible

Allow for adjustments to your plan by revisiting it once a quarter and fine-tuning it based on new information, shifting priorities or the results you are (or are not) seeing.

5. Share your Plans

Whether you ask a trusted colleague for insights or simply present the final plans to your organization, putting it in front of others engenders accountability and can propel you forward when you might be tempted to leave things undone.

6. Consult the Calendar

Some aspects of your annual plan will be driven by the calendar, whether it’s deadlines for submissions to lists or the first Monday in October, you may need build your calendar based on what’s happening with someone else’s calendar.

7. Dream Big, but Start Small

Avoid the disappointment of doing too much and not doing any of it well. Identify a few key action items to devote your attention to. Repeat what works, remove what doesn’t and add something more in your next planning session.

Need to jumpstart your planning for 2019?
Androvett can help. Give us a call and let’s talk.

Scott Parks

Chief Operating OfficerView Bio

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