Helen Cox Marketing Consultant Fractional Marketing Planning UK London Kent

The Ultimate Marketing Plan Checklist for Busy Law Firms and Accountancy Practices

As a managing partner in a law firm or accountancy practice, you’re juggling countless priorities. It’s no wonder that marketing often gets pushed down the list, especially when you’re working with limited resources or a small, junior marketing team. But the reality is, having a clear, streamlined marketing plan is crucial to your firm’s growth and success.

Creating a marketing plan doesn’t have to be overwhelming. In fact, with the right approach, it can be a practical tool that helps you make the most of your time and resources while ensuring a strong return on investment.

Here’s a simple, effective checklist to guide you in building a marketing plan that works for your business, even if you’re time-poor.

What Should Managing Partners Focus On?

As a managing partner, your marketing plan should provide clarity, focus, and a roadmap that your team can follow easily. Rather than overcomplicating things, the aim is to distil your marketing activities into something manageable yet impactful.

Here are the key areas to focus on:

Identify Your Target Audiences

First things first, who are you marketing to? Too often, firms try to target everyone, which leads to diluted efforts and missed opportunities. Instead, get specific about your ideal clients. Consider:

The type of businesses or individuals you want to attract

Their size, sector, and geographical location

The pain points you solve for them.

This will help ensure your messaging is on point and that your efforts are targeted at the right people.

Choose Your Marketing Channels Wisely

With so many marketing channels available, it’s easy to spread yourself too thin. Focus on the ones that will have the greatest impact for your firm. Commonly effective channels for professional services firms include:

LinkedIn for networking, thought leadership, and client engagement.

Email marketing for nurturing prospects and keeping current clients informed

Search engine optimisation (SEO) to ensure your website ranks well for key search terms.

Content marketing, such as blogs, case studies, and guides that showcase your expertise.

By concentrating on the channels most likely to connect with your target audience, you avoid wasting time on platforms that don’t deliver results.

Set Realistic Timelines

It’s tempting to try and overhaul your marketing in one go, but that’s not always feasible. Break your plan into manageable chunks with achievable deadlines. This could mean setting quarterly goals for each marketing channel and tackling them one by one:

In the first quarter, you could focus on updating your website content

The next quarter, you might set up a consistent email marketing campaign.

By setting realistic timelines, you’ll ensure steady progress without overwhelming yourself or your team.

Quick Wins for Time-Poor Leaders

Let’s face it, managing partners rarely have the luxury of spending hours on marketing. However, there are a few quick wins you can implement that will start driving results without consuming too much of your time:

Outsource or Delegate
If you’re short on time, consider outsourcing certain aspects of your marketing. A part-time or fractional marketing director can provide the strategic oversight you need, while leaving the day-to-day execution to junior staff or external agencies.
Repurpose Existing Content
Chances are, you already have great content within your firm. Client presentations, webinars, or internal guides can be easily repurposed into blogs, articles, or social media posts. This saves time on content creation while still engaging your audience.
Automate Where Possible
Marketing automation tools can handle repetitive tasks like sending out newsletters, posting on social media, or nurturing leads via email. Setting up these systems takes time initially, but once they’re up and running, they’ll free up hours each week.

How to Measure ROI and Ensure Marketing Success

Once your marketing plan is in place, the next step is making sure it’s working. To get the best return on investment (ROI) and ensure your efforts are making an impact, follow these steps:

Track the Right Metrics
It’s essential to measure what matters. Focus on metrics that align with your business goals, such as:
- Website traffic: Is your SEO and content driving more visitors?
- Lead generation: Are your campaigns bringing in high-quality leads?
- Client retention: Is your marketing helping to nurture and retain your existing clients?
Set Clear Benchmarks
Before you can measure success, you need to know what you’re aiming for. Set clear, measurable goals for each campaign or channel. For instance, if you’re running an email marketing campaign, you might aim for a 5% increase in open rates and a 10% increase in new client inquiries.
Analyse and Adjust
Marketing is rarely a one-and-done task. Regularly review your performance metrics and adjust your strategies accordingly. For example, if a particular channel isn’t delivering, consider reallocating resources to another that’s proving more effective.

Final Thoughts

Building a marketing plan might seem like just another task on your never-ending to-do list, but it’s a critical component of your firm’s long-term success. By focusing on the key areas outlined here – understanding your target audience, choosing the right channels, and setting realistic timelines – you’ll be able to implement a marketing plan that drives real results, without needing to spend all your time on it.

If you’re feeling overwhelmed or need some expert guidance, consider working with a fractional marketing director who can take the reins and drive your firm’s marketing forward. A well-executed marketing plan can make all the difference in attracting new clients, retaining current ones, and ensuring your firm stands out in a competitive market.

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.