New Year’s Resolution #1: Set Business Goals
Today we're kicking off a new series of blog posts: Top 10 New Year's Resolutions to Generate More Clients in 2013!
This fall, we blogged about the results from a comprehensive 2012 study to better understand how consumers find, evaluate and select attorneys for their various legal needs.The study found that three out of four consumers who sought an attorney in the past year used online resources (e.g., blogs, search engines, online directories, social media, etc.) at some point in the process.
This means that 2013 can be a year of terrific growth for your law firm if you're willing to make the necessary adjustments to your online marketing strategies. What can you do differently in the New Year to drive more business to your firm?
Resolution #1: Set specific business goals for 2013.
It's important to start by establishing very specific goals in order to align your online marketing investments with those business objectives. To get you started, review what you did in 2012. How many good new leads did you get and how did those folks hear about you? How many of those prospects converted into actual clients? How profitable were those matters?
By tracking past performance, you'll be better positioned to plan, execute and monitor your 2013 marketing efforts. Now, once you're ready to get some goals for the New Year down on paper, there are five questions you should answer in order to guide this goal-setting exercise:
1. What is your revenue target for 2013?
2. Realistically, how many new client leads will your firm be able to handle?
3. Are you planning to expand into a new geographic area or area of practice?
4. Will you be targeting a new type of client?
5. Do you want to be known as a thought leader in a particular niche?
There are no "right" or "wrong" answers to these questions — they should be unique to your practice, your firm's business model, your income needs and ultimately your desired lifestyle. Just start with some clear goals and then you'll be ready to get to work on specific tactics.
In the coming weeks, follow me and Amy Kaplan, Director of Product Management for Advertising & Profile Services at LexisNexis® Martindale-Hubbell®, as we provide online marketing strategies and tactics that can help generate results for your law firm in the New Year. If you'd like to jump ahead, feel free to download our recent paper. Or if you prefer, download the free recording of the companion webinar Amy and I recently co-hosted.
Next Up: "Resolution #2: Update Your Profiles"
When you're ready, schedule your free online marketing consultation or email me at firstname.lastname@example.org.
Also check out these previous posts:
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