A marketing plan specifies the exact goals that the marketing program is to accomplish and establishes a detailed strategy of how the goals will be achieved. The marketing plan should include:
1. The overall goals of the marketing program,
2. The strategies and activities to obtain the goals, including who, what, when, and how,
3. The estimated cost of the marketing program, and
4. The estimated profit the marketing program will generate.
Lawyers market themselves in a variety of ways - by passing out business cards, distributing firm brochures, advertising in newspapers, and speaking to special interest groups, among other activities. In recent years, firms have devoted marketing resources to the development of websites, blogs, and podcasts that reinforce a firm's presence.
Professional law firm marketers frequently comment about the effectiveness of various law firm marketing efforts. For an example, go to http://blog.larrybodine.com/ to visit this law marketing blog.
Access additional blogs here: http://www.law.com/service/blogcat.shtml.
- Discuss how blogs can be used as a possible marketing tool.
- How do blogs compare to other forms of marketing?
- Are blogs more effective? Why or why not?