Legal Marketing and Client Relationship Management Phases

Looking at the big picture of legal marketing and client relationship management, there are 3 major phases involved in adopting an enterprise marketing system.  These 3 phases that will be reviewed include:

Phase 1: Marketing Plan Development

Phase 2: Activity & Budget Schedule and Contact Organization

Phase 3: Automation Systems 

Phase 1: Marketing Plan Development

Our last marketing blog post “5 Steps to Developing a Law Firm Marketing Plan” discussed Phase 1: Marketing Plan Development.  The planning workflow consists of 5 steps:

1. Goal identification,
2. Status analysis,
3. Market segmentation & target client definition,
4. Activity planning, and
5. Implementation

At the end of Phase 1, the activity planning portfolio (step 4), consisting of relationship building, content development & contact management activities, is developed.  The final step of the plan development, Implementation, consists of two major tasks and transitions into Phase 2.

Phase 2: Activity & Budget Schedule and Contact Organization

The first task, based on the activity portfolio, is developing a schedule for activity frequency and details (e.g. blog topics, conferences to attend, organizations to join, contacts to entertain). While the frequency of activities can be planned over a 12-month schedule, some of the details need to be added ad-hoc as things become more concrete over time.

A financial budget should be determined in accordance with the activity calendar for cost management purposes. Ideally, an hour budget will also be developed for time management purposes. This hour budget will be based on the previously determined hours allocated to marketing. While it may take some time to accurately determine the necessary amount of time to write an article, prepare a presentation or attend an industry event, etc., a high-level time allocation will help to accurately plan legal and non-legal hours (including marketing) for each week.

The second task of Phase 2 is organizing and listing all contacts. This initially entails allocating all contacts from sources like Outlook, LinkedIn, business card collections and any other contact databases. Next, it requires consolidating and categorizing all contacts. Categorization helps to manage frequency and points of contact.  We recommend the following categories:

• client
• former client
• referral source
• influencer
• friends
• acquaintances
• colleague
• client prospect
• competitor

These groups can be divided into more detailed subgroups as well. When our clients get to this point of consolidating and categorizing contacts, we recommend the purchase of a contact relationship management (CRM) application. While there are many simple and affordable CRM solutions available, it is important to choose one that brings value to your practice and one that you will actually use on a consistent basis. 

Contactually

CRM solutions that are cloud-based provide a central location for all contacts that can be accessed through the internet. This makes it easy for lawyers to access the information at any time and from any place.  We believe on such solution, Contactually, is one of the more effective platforms for lawyers and law firms. Using a “bucket” system to categorize a lawyer’s contacts, it helps to identify key relationships and set reminders for reaching out to clients. Contactually also integrates with email newsletter programs such as Mailchimp, allowing lawyers to send and track emails to clients and prospects.  Standing apart from many other CRM solutions, Contactually is more focused on building and maintaining relationships rather than just closing the next deal.

At the end of Phase 2, the two generated marketing tools include:

• a marketing calendar and
• a contact management application.

PHASE 3:   Automation Systems

At the completion of Phase 2, a functioning marketing system is in place with the tools to maintain it. At this point, it is up to the lawyers to use these tools on a continuous basis to effectively implement the marketing strategy.  

Phase 3 is for law firms that want to bring their marketing a step further by automating and centralizing their entire marketing and CRM system. This phase includes the implementation of a software or cloud-based system that not only handles contact management but now manages blogging, newsletters, social media and search engine optimization (SEO). Law firms who take this step must have the necessary human resources available as these systems require a certain degree of customization and expertise development. Examples of such systems include InterAction, Lexicata, Oneplace and Hubspot. The latter, for example, is an inbound marketing and CRM software that, depending on the plan, can function as a central cloud-based system to control all contact management activities, as well as all inbound (content-related) marketing activities.

Conclusion

In conclusion, whether it's an individual attorney seeking to boost their personal brand, a specific practice area aiming to expand its client base, or an entire firm looking to revolutionize its marketing strategies, taking the necessary steps is crucial for achieving success in today's competitive legal landscape. A well-thought-out marketing plan serves as the roadmap, guiding legal professionals towards their goals, while a structured implementation schedule ensures that every step is executed with precision and efficiency.

Developing a comprehensive marketing plan requires more than just brainstorming ideas - it demands proactive planning, meticulous attention to detail, and a deep understanding of the target audience. By defining clear goals, analyzing the current market status, segmenting the target clients, planning relevant activities, and ultimately implementing the strategies, legal professionals can lay a solid foundation for their marketing endeavors.

Moreover, maintaining an organized contact list is equally essential in fostering meaningful relationships and maximizing outreach efforts. Categorizing contacts into groups such as clients, former clients, referral sources, and influencers allows for tailored communication and personalized interactions. Investing in a reliable contact relationship management (CRM) application like Contactually streamlines this process, ensuring that no valuable connection is overlooked and enabling consistent follow-ups and engagement.

By following these steps and effectively utilizing available resources, law firms can elevate their marketing game to the next level. Implementing a sophisticated automated marketing and CRM system not only streamlines workflows and enhances productivity but also provides valuable insights into performance metrics. With the right tools and strategies in place, legal professionals can navigate the complexities of modern marketing with confidence and drive sustainable growth for their practice.