Law Firm Branding: How To Create A Marketing Schedule

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Law Firm Branding: How To Create A Marketing Schedule

Effective marketing is about sustained, planned, and consistent dissemination of materials in a variety of media targeted to the right audience. There are many sources that talk about content and SEO, though general, they are catering mostly to the B2C marketer.  In the B2B space, especially with law firm marketing; we cannot mass market or assume that we can use the same message during different parts of the buying cycle. How do you create a marketing schedule for your law firm?

  • Get help. The first thing you must do before creating a marketing schedule is getting the help you need. At the very least you will need two people to take on the tasks of creating and implementing a marketing schedule. You will need someone to create the content and someone to create a plan/strategy for disseminating that content. That’s the ideal situation because it can be unsustainable for one person to take on marketing your law firm long-term (this company included!).
  • Segment your content. Decide what type of content you want to share and who you want to share it with. For example, you may decide that you want to share blogs, vlogs, and pay-per-click Marketing Scheduleads. Maybe you also decide that your blogs will target potential clients who are looking for education about their legal issues while your vlogs will target existing clients who may be interested in learning more about your other legal services. You might also decide that your ads will focus on people who’ve never heard of your law firm. Segmenting your content will help you decide what type of content to create and when/where to distribute it.
  • Use your calendar. Try to plan out your content at least 6 months in advance so that you know that three months from now you will produce a certain amount of content and distribute it to certain outlets. While this process will require a large upfront investment in time, it will pay off by making it easier to organize and distribute content.

Using an organized marketing schedule will improve the effectiveness of your marketing efforts. Subscribe to the Leopard Blog for discussions about law firm management, marketing, diversity, law firm insights, and other relevant topics.

Leopard Solutions is an online resource for real-time legal data and insights for law firms, corporations, law schools, recruiters, and attorneys. Our suite of data intelligence tools helps you with business development, firmographics, marketing, and data analysis. Our tools are popular with HR teams, talent acquisition/recruiters, business development, sales, and marketing teams.


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