“Days are expensive. When you spend a day you have one less day to spend. So make sure you spend each one wisely.” Jim Rohn
I first started marketing in 2009 when I published my first YouTube video. It was absolutely awful and to this day I'm still a little embarrassed about it. I had no idea that within a few short years millions of people would be viewing my videos. I had a full-time corporate career at the largest IT financial company in the country and was quite content. I would turn on the camera when I felt like it, publish videos and move along. I didn't have any intent until I started a company in 2010. I'll tell you about that another time.
I designed my first marketing plan in 2010 because I wanted to attract buyers that were interested in purchasing my product. Isn't that what you want to do? Don't you want to attract new clients that are interested in investing your services? Didn't you go to law school so that you could make a difference?
So many times attorneys forget that they are heroes to a lot of people. If someone's been in an accident, going through a divorce, injured at work or if someone is being sued. If they have an issue, an attorney can be their hero. Accept it, you are someones hero.
Without a marketing plan you won't be able to measure or market effectively. You may think that marketing is overrated, but it is necessary and you're doing it either intentionally or unintentionally. Set a goal for your marketing. Are you marketing to build awareness, generate more referrals or position your firm as the authority?
Once you establish a goal, make sure that you add metrics so that you know where to tweak the following month. In our next post, we'll discuss the strategy and how you can build multiple marketing strategies that align with your goals.