How to Master Strategic Marketing for Professional Services Firms: Part 2
: Stuti Kedia
: 20-11-2024
Creating Your Strategic Marketing Plan: A Practical Roadmap
Following our overview of strategic marketing fundamentals from the 1st part, now let’s dive into the practical steps for creating and implementing your marketing plan in today’s digital age.
Professional service buyers are changing. Creating a strategic marketing plan can be daunting, especially if you are new to it. Here are the steps for it:
1. Assess the current business situation your firm is facing.
- Conduct a thorough SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
- Review of the current market position
- Identification of clear business objectives and goals
- Evaluate available resources and capabilities
2. Research and understand your target market:
- Conduct systematic client research
- Analyse changing client needs and priorities
- Identify emerging market trends
- Document client information consumption patterns
- Gather competitive intelligence
3. Position your brand in the marketplace:
Develop differentiators that pass these critical tests:
- True: Must be authentic and genuine
- Provable: Can be supported with evidence
- Relevant: Must matter to your clients
Create a positioning statement that includes:
- Who you are
- Who you serve
- How you’re different
- Why clients choose you
4. Determine and fine-tune your services:
- Audit the existing service catalogue
- Identify new services to be explored
- Analyse the viability of automation for services
- Match the offerings with the needs of the client
- Opportunity to package for the added value
- Pricing strategies
5. Select Marketing Techniques
Implement a balanced 50/50 approach of:
Offline methods:
- Networking
- Speaking at events
- Face-to-face meetings
- Printed publications
- Direct mail
- Trade shows
- Industry associations
Online Techniques:
- Presence in social media
- Webinars
- Blogs/online publications
- Email marketing
- Search engine optimisation
- Playing with ad
- Virtual conferences
6. Build necessary infrastructure:
Essential Tools to Evaluate:
- Website platform
- Marketing collateral
- Marketing automation systems
- SEO tools
- Social media management
- Video production capabilities
- Email marketing platform
Skills Development:
- Identify training needs
- Plan skill upgrades
- Consider outsourcing options
7. Create an operational schedule and budget:
Marketing Calendar Should Include:
- Conferences and tradeshows
- Webinar schedules
- Blog post calendar
- Email campaigns
- Advertising campaigns
- Content creation deadlines
Budget Considerations:
- Allocate costs for each marketing tactic
- Include both known and estimated costs
- Add 5-10% contingency for opportunities
- Plan for both fixed and variable expenses
- Set quarterly review points
The Path Forward
Professional services firms can use systematic strategic marketing as a process that combines comprehensive market research with clear specialisation and purposeful implementation.
Overall, successful firms have specific plans that are able to combine the capabilities of the company with what the customer demands using digital and conventional channels, such as market research, positioning of the brand, portfolio of services offered, and balanced marketing methods. It can be structured that, by the situation assessment, the firms would go ahead and lay infrastructure and schedule the operational plan.
Remember: Strategic thinking, rather than an ad-hoc approach, is what separates thriving firms from those merely surviving in today’s competitive landscape.
Related Post
Evolution of Digital Marketing for Professional Services
By Commwiser
/ December 4, 2024
Digital marketing has come to redefine how clients interact with service providers, bringing changes from the conventional methods to this...
Read More
Leveraging SEO to Attract Clients in Professional Services
By Commwiser
/ November 27, 2024
In today’s digital landscape, effective search engine optimization (SEO) is crucial for professional services firms aiming to attract clients. As...
Read More
How to Master Strategic Marketing for Professional Services Firms: Part 2
By Commwiser
/ November 20, 2024
Creating Your Strategic Marketing Plan: A Practical Roadmap Following our overview of strategic marketing fundamentals from the 1st part, now...
Read More
How to Master Strategic Marketing for Professional Services Firms: Part-1
By Commwiser
/ November 8, 2024
Understanding Strategic Marketing for Professional Services Firms In today's very competitive professional services environment, the right strategic marketing approach is...
Read More
How to Conduct a Website Audit for Professional Services: Part 2
By Commwiser
/ October 29, 2024
Ready to take your professional website from competent to compelling? You've already laid the groundwork with the first five steps...
Read More
How to Conduct a Website Audit for Professional Services: Part 1
By Commwiser
/ October 22, 2024
As a lawyer, accountant, or other professional service provider, your website is often the first point of contact with potential...
Read More
Navigating Change: The Transformation of Digital Marketing in Professional Services
By Commwiser
/ October 7, 2024
Digital marketing for professional services has undergone a profound transformation over the last two decades, reshaping how firms connect with...
Read More
Embracing Web 3.0: Transformative Possibilities for Law Firms in the Digital Age
By Commwiser
/ June 28, 2024
In the changing terrain of the legal profession, where adaptation is vital, a new era is dawning—Web 3.0, a realm...
Read More
Why Producing High-Quality Content & Informative Blog Posts Matter
By Commwiser
/ June 20, 2024
In this digital age, content reigns supreme. Every day, a staggering volume of information floods the internet – millions of...
Read More
SUBMIT THE RIGHT WAY – TIPS TO MAKING EFFECTIVE SUBMISSIONS
By Commwiser
/ May 30, 2024
Securing acknowledgement from esteemed directories holds immense potential to elevate your law firm’s standing, attract prospective clientele, and reinforce your...
Read More
Omni-Channel Market Position in Legal Practice: Advanced Techniques for Multi-Platform Presence
By Commwiser
/ May 16, 2024
In today’s legal landscape, where clients are increasingly tech-savvy, law firms face the challenge of adapting to new digital expectations....
Read More
Lead Generation through PR
By Commwiser
/ May 9, 2024
In today’s competitive landscape, identifying and nurturing potential clients – known as lead generation – is vital for any business’s...
Read More
AI in PR: Revolutionizing the landscape of Public Relations
By Commwiser
/ April 30, 2024
The advent of artificial intelligence (AI) has permeated every aspect of our lives, and the field of public relations (PR)...
Read More
Differentiation in a Competitive Market
By Commwiser
/ April 23, 2024
Introduction - In today's competitive market, law firms encounter the ongoing challenge of standing out and catching the attention of...
Read More
BUILDING A BRAND IDENTITY: 5 STRATEGIES FOR YOUR LEGAL PRACTICE
By Commwiser
/ April 16, 2024
In today’s legal industry, standing out from peers is not just beneficial – it’s essential. This is where the concept...
Read More
20 STRATEGIES FOR BUILDING A THRIVING LEGAL PRACTICE
By Commwiser
/ April 12, 2024
In the bustling world of legal services, where every firm vies to be noticed, mastering the art of building a...
Read More
The Power of a Law Firm Newsletter
By Commwiser
/ April 1, 2024
In the dynamic legal world, standing out is key for law firms. So, the primary question is – How can...
Read More
MARKETING LEGAL EXPERTISE: 5 STRATEGIES FOR LAWYERS TO DOMINATE WITH PODCASTS
By Commwiser
/ February 28, 2024
The podcasting landscape has witnessed a meteoric rise in recent years, captivating audiences with its intimate and informative format. Lawyers,...
Read More
TARGETED CAMPAIGNS FOR LAW FIRMS
By Commwiser
/ February 2, 2024
In today’s fast-paced advanced world, targeted marketing initiatives are essential for ideal client acquisition. One simply cannot resort to marketing...
Read More
Building Brand Authenticity: A PR angle to explore
By Commwiser
/ January 4, 2024
Within the ever-evolving domain of legal services in India, where every case establishes a precedent and each brief carries the...
Read More
BEYOND BROADCASTING – UNLOCKING THE FULL POTENTIAL OF SOCIAL MEDIA FOR LAW FIRMS
By Commwiser
/ October 27, 2023
In this digital age, the concept of social media as a mere "e-bulletin board" does not do justice to its...
Read More
10 TIPS TO OPTIMIZE A LAW FIRM WEBSITE
By Commwiser
/ October 19, 2023
In this digital age, a law firm's website is essential for attracting and converting potential clients. Since the website is...
Read More
THE LAW FIRM STORY – A PR ANGLE ONE MUST EXPLORE
By Commwiser
/ October 10, 2023
In a competitive legal market like today, it has become imperative for law firms to rely on Public Relations (“PR”)...
Read More
STRATEGIES FOR BOUTIQUE LAW FIRMS: HOW TO THRIVE IN A COMPETITIVE LEGAL LANDSCAPE
By Commwiser
/ September 14, 2023
These days, boutique law firms stand out as specialised entities in a legal landscape where larger, multifaceted law firms dominate....
Read More
Tapping into local markets – Effective Visibility strategies for regional law firms
By Commwiser
/ September 8, 2023
Visibility and positioning are essential for law firms in India who seek to expand their client base and thrive in...
Read More
The Power of a Comprehensive Resource Library for Law Firms
By Commwiser
/ August 17, 2023
Having a Law firm website is essential for establishing a strong online presence in the digital age. It has become...
Read More
5 tips for lawyers to enhance their PR efforts
By Commwiser
/ August 11, 2023
Public Relations (PR) plays a very pivotal role in shaping a lawyer's professional profile and fostering meaningful connections. Hence, lawyers...
Read More
AI in PR: Revolutionizing the landscape of Public Relations
By Commwiser
/ June 28, 2023
The advent of artificial intelligence (AI) has permeated every aspect of our lives, and the field of public relations (PR)...
Read More
Developing a Crisis Communications Plan in Public Relations
By Commwiser
/ June 2, 2023
In today's ever-evolving and highly connected business landscape, organizations face an array of potential crises that can significantly impact their...
Read More
How to leverage Podcasts and develop thought leadership
By Commwiser
/ May 5, 2023
In today's digital age, podcasts have become a popular way to consume content with over 100 million people listening to...
Read More
Lights, Camera, Action: How to get started with Video Marketing!
By Commwiser
/ April 13, 2023
Video marketing has become a crucial part of brand communication strategies in today's world. With the increasing popularity of live...
Read More
Quick marketing tips for Lawyers
By Commwiser
/ December 26, 2022
Marketing for lawyers is an essential part of any lawyers business. A good lawyer will always have an effective marketing...
Read More
Public Perception of Lawyers and the Legal System
By Commwiser
/ December 26, 2022
Public perception is the collective view of individuals within a society, which is formed through various media, conversations and experiences....
Read More
What is dispute resolution?
By Commwiser
/ December 26, 2022
Dispute resolution refers to the process of resolving conflicts or disputes between parties in a peaceful and constructive manner. It...
Read More
Law firm business development and marketing know-how ?
By Commwiser
/ December 26, 2022
Law firm business development is a crucial factor to the success of any law firm. To remain competitive in a...
Read More
How to create your law firm’s effective online presence?
By Commwiser
/ November 10, 2022
With the evolution of digital and social media, the definition of online presence is also evolving. Mere online existence doesn't...
Read More
Steps to follow while designing a Social Media strategy for your law firm
By Commwiser
/ October 20, 2022
In this digital era, having a solid social media presence has become an integral part of the growth of any...
Read More
Five Reasons why Law Firms must use the Power of Social Media
By Commwiser
/ February 17, 2021
In this digital era, the power of social media cannot be overlooked as it not only provides you with a...
Read More
Tactics and practical approaches to using social media for law firms
By Commwiser
/ October 30, 2020
Enough has been said about the indispensability of using social media for campaign creation. But how often do law firms...
Read More
How to handle camera/video interview online?
By Commwiser
/ October 7, 2020
Online interviews may not be new but have certainly gained momentum in the past few months owing to the coronavirus-induced...
Read More
Social Media for law firms– Create Campaigns and not notice boards
By Commwiser
/ August 19, 2020
Before thinking of creating any campaign one must think of the need that the campaign must fulfil for the brand....
Read More
4 Lead Generation Strategies on LinkedIn that work
By Commwiser
/ July 8, 2020
If someone has given you some advice on LinkedIn or you have watched any videos or even paid for training,...
Read More
Visibility & Business Development for Law Firms & Legal Professionals
By Commwiser
/ July 6, 2020
Nine Ways to Leverage LinkedIn 1. Build relationships with potential clients. If you deal with corporate business, small business, or...
Read More
Mental harassment is punishable or not?
By Commwiser
/ June 19, 2020
Mental Harassment is no good, or is it? We all suffer mental harassment of one form or the other at...
Read More
Building your Legal services brand
By Commwiser
/ May 9, 2020
Legal services marketing as a discipline is mostly unheard of, at least in India. As marketers, we did not get the opportunity to learn this in any school. There are no specialized legal/professional services marketing firms that can provide a 360-degree view either.
Those who work in this field must know the business of law, policy environment and deal market in order