Growing your law firm requires strategies for all aspects of your business. But for many law firms, their marketing and business strategies aren’t always aligned. This leads to issues that impact their long-term results.
Successful businesses understand the need for an integrated marketing strategy that reflects their needs and goals. A well-developed business strategy will ultimately define your marketing campaigns.
Start With the Development Phase
Strategies are often developed independently, and administrative and marketing teams don’t always work together during the initial development phases.
Like all businesses, law firms achieve success when all of the different parts of their practice work together to achieve a common goal or vision.
The planning process of your law firm must involve your marketing team so that they’re able to provide direct input and offer the guidance needed to increase your law firm’s marketing success.
Set Goals and Objectives
Goals define the purpose of your marketing strategy. Effective goal setting increases the efficiency of your use of time, energy, and other resources.
Goals that are specific, measurable, and time-driven lay the foundation for your business and marketing strategies. The more specific your goals are, the easier it is to measure your progress and evaluate the effectiveness of your marketing campaigns.
Time-driven goals use deadlines and review periods to ensure progress and create an opportunity to reassess the alignment of your marketing strategy with your business strategy.
Establishing marketing and business objectives requires you to consider what needs to be done as well as the individuals who are responsible for its completion.
Key performance indicators (KPI) are metrics that allow your law firm to determine your results over time. They direct the decisions your law firm makes when developing marketing campaigns and establishing long-term business goals.
Establishing KPIs for your law firm gives you the direction needed to align your marketing and business strategies. This leads to a more comprehensive plan for increasing brand visibility, generating leads, and growing your client base.
The Essential Steps to Aligning Your Marketing and Business Strategies
Marketers must often work with different departments within an organization. The more information they have related to your business strategy, the more effective their decisions and actions will be.
Involving all of your team members in the development of your business strategy improves its alignment with other aspects of your practice.
Your law firm must carefully consider its marketing activities. The actions you take to grow your practice must be in line with your business strategy. Those that aren’t should be eliminated or put off until a later time.
The metrics and KPIs used to monitor results will provide the feedback needed to improve the alignment of your marketing and business strategies.
Defining your goals and objectives improves strategy alignment and optimization to provide better and more efficient results. If your law firm hasn’t aligned its marketing strategy with its business strategy, you may struggle to achieve your goals in the next year.
Let us know what challenges you’re currently facing with your strategy development in the comments below. We’ll help you determine the best way to align all the elements of your business and achieve lasting results for your law firm.