market strategy

When it comes to putting your digital assets online to use, it can seem like the minds behind marketing use a mysterious method to somehow generate you leads. While a lot of marketing does require a creative approach to problem-solving, there are still aspects of the marketing that comes down to the methods you use to plan and execute your strategy. Unlike other online marketing endeavors in products and services, legal firm marketing typically has different challenges and solutions to those issues. In this article, we’ll illuminate some of these strategies about how and why marketing tactics work. 

Knowing What The Problems Are

Like any other problem that requires a strategy to overcome it, it is important to know exactly what the issues you are dealing with are. As marketing isn’t as complex as most people put it out to be, it is important to first get a grasp of what your key issues are before endeavoring on a marketing strategy. One of the major issues that come to mind is the principle of cost. On the cost side, you have aspects like money and time devoted to your marketing strategy. Factoring for these can give you a better sense of what you can and cannot do in terms of setting up and executing a marketing strategy. Knowing this ahead of time will allow you to focus and sharpen your tactics in order to drive results. This is more effective than starting a marketing plan and stopping halfway because you didn’t know how much time it would take or simply ran out of money. This is the same as not doing anything at all and only wastes both of those exact same resources. 

Determining A Campaign

There are several different kinds of campaigns that you can deploy in order to generate an ROI from a marketing campaign. Choosing the right one, however, is paramount to how well your strategy actually pays off. There are two major types of campaigns you can pursue and they include awareness as well as positional campaigns.

Awareness campaigns focus on core KPIs or key performance indicators like reach, frequency, and messaging. The crafting of the content, how the content is pushed out to your audience, and how often it is pushed out are important factors into turning the audience into website visitors and then later converting those visitors into leads. Digital awareness campaigns can be crafted through platforms like social media advertising as well as PPC. Since there are several options to pare down your messaging to target your specific audience, your website marketing strategist should have a strong fundamental understanding of what platforms like Google and Facebook offer when it comes to paid advertising.

Positional campaigns, on the other hand, is all about making sure your materials are focused on your core audience. This includes having a blog and informational content that points to what you do and what potential clients can expect from you. This is where a strong SEO strategy comes in as your core audience will be searching for your services and you will want to be the first option they come into contact with through Google. 

Developing The Tactics, Measuring Results, and Optimizing The Campaign

Tactics refer to the actions you take in order to carry out a campaign, whether it be a positional or awareness campaign.  There are several different kinds of tactics that you can use and include everything from having a clear branding to making sure that your website is up to date with the most recent changes to the Google SEO algorithm. Other tactics like doing a Facebook or PPC campaign where you are paying for your copy to get in front of the eyes of potential clients are also viable tactics you can use to generate leads and turn them into eventual clients.

The important thing here is to make sure that you are properly measuring your results. This means that you want to be measuring how much return on the initial investment you are getting from advertising campaigns. Failing to do this can be like throwing money into the wind: it gets you nothing and everyone on the team gets frustrated. A dedicated agency can help you do this and understands the proper protocol to take when experimenting with the initial campaign. The results of this initial campaign will then be analyzed and changed depending on performance for a more optimal campaign strategy. It should be noted that, because things are always changing, marketing plans are not a one size fits all solution and should be subject to considerable flexibility. Optimizing marketing plans are an ongoing activity in the competitive digital ecosystem.    

Prioritizing Your Strategy

At the end of the day, you are the one that decides whether you are a small firm or want to be the largest one on the block and effectively monopolize all of the services in your town or region. Whatever you decide will be mirrored in the priorities you have when it comes to your online assets. In either situation, you will want to make sure that your branding is on point and distinguished from all of the other firms. This will include having a website presence that is extremely strong and up to date. Additionally, you will want to take a closer look at your budget to see where you should really be spending your marketing dollars. Is it a better idea to have a long term SEO consultant or would you be fare better by putting that money into PPC services? It all depends on your current situation and what your future goals are. 

For example, if you know that you are losing out clients because your website is severely outdated, then investing in a long term SEO consultant can be a smart move. On the other hand, if you are ranking very well on the search engines but want to expand your areas of expertise or just want to test the market in other services, running a PPC advertisement can be more beneficial. 

A marketing strategy can be as complex or as simple as you wish but the principles remain the same. Understanding your problem, developing your tactics, and prioritizing your strategy will make all the difference before you decide to jump into any campaign. If you have any other questions or are curious about how we can help, please don’t hesitate to contact us at 1-888-683-3212. 

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