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An attorney should undertake planning activity before performing any marketing activity. The
attorney marketing plan should always be simple and the attorney should conduct this activity periodically. Most of the attorneys perform attorney marketing plan once in a month or once in a week also.
The attorney should discuss about the annual goal and should plan a long-term vision statement. The attorney should undertake the marketing activities that can bring them long-term benefits. When they are performing the planning activity, they should also consider the current needs of their firm. They should also consider the nature of their work. Planning is such an activity that requires deep thinking and forecasting. The attorney should anticipate the problems be forehand and hence undertake preventive steps beforehand. Before undertaking the activity of attorney marketing plan, he should consider the following points:
a. Long-term benefits of the business: Obviously, the long-term goal of an attorney is to increase the number of his clients and retain the existing customers in the market. They should create introduce those assets to the firm that can bring long-term benefits to the business. For eg. A personal computer can perform many functions such as permanently recording the database of the clients, changes in legal trends, inflow and outflow of cash, income statements, balance sheets or any other financial statements of the past and present. Hence the attorney can undertake long-term decisions based on the previous statements concerning the composition of assets to the firm and other financial decisions. Hence he should consider the factors that can bring long-term benefits to his business. Hence, before undertaking the marketing or advertising activity, he should mention the long-term goals of the business and the services that he shall render to the public for a longer period.
b. Current needs of the business: He should analyze the requirements of the business. He should consider the type of clients that are required in the business. For eg, An attorney may consist of several clients who borrow services for civil laws but very few clients may approach him for criminal cases. So his present goal is to increase the client database for criminal cases. Hence when he is undertaking marketing activity, he should mention in his profile that he is specialized in criminal laws also. He can create an account with social networking sites and mention in his profile that he is specialized in criminal law also by mentioning his area of specialization and his qualification. He can mention that criminal law was his specialized subject when he studied law.
c. Changes in technology: Due to the changes and advancement in technology, he should plan a new strategy for marketing. In his yesteryears, if he has marketed about his firm through channels such as newspapers, brochures, and manuals, he cannot follow the same trends today due to the advancement of the technology. Today, if he wants to increase his popularity for his firm, he should consider the changes in technology and plan in a suitable manner. He should register his name with social networking sites, update information on his site, and approach search engine optimizers etc. He should plan the channel for marketing.
When an attorney is undertaking the planning activity, he normally undertakes the following steps for planning.
1. Analysis
2. Development
3. Exploring