Marketing, Promotion
& Sales

"Integrating your marketing approach will maximise your marketing investment and drive growth and profitability"

Lead Generation -
maximising your marketing
investment

Are you maximising your marketing investment by driving good qualified leads into your business from your own direct marketing and lead generation activities and do you understand which campaigns and activities are the most cost effective?

Building effective direct to market (‘D2M’) channels that drive the right work at the right cost is vital to the future success of any businesses … and yet large numbers of law firms simply don’t know which campaigns (and therefore investment) works or drives the best returns. In addition, many ‘consumer’ law firms rely on acquiring leads from third party organisations such as CMCs and other ‘marketing’ businesses. … in essence helping to build another competing business!

Building and owning your own channels to market lowers the cost of acquisition, increases the average case value and helps to build your brand. In essence it creates a long term strategic advantage and helps to build business value.

With extensive experience of building and managing D2M channels that work and drive leads at the right cost into the business, Legal Reach is able to work with you to build the right platforms and lead generation campaigns that will help you achieve business growth.

Digital marketing - creating a digital channel that drives new business and client engagement

Quite simply, digital marketing, which is often referred to as online marketing, is the promotion of your business and its services to potential and existing clients, through the internet and any other form of digital communication. This not only includes web based marketing and advertising but also embraces email, the growing importance of social media as well as text and multimedia channels.

As with all other forms of marketing, it is imperative that your digital channel marketing is fully integrated within your over arching marketing communications strategy and therefore, in defining your digital strategy, you should work though the same process as you do when setting our your overarching marketing strategy, namely specifying your digital marketing goals, deciding on the best digital channels to achieve your goals and then building tactical plans to esure effective delivery.

Having developed and managed the digital strategy of some of the UK’s leading law firms, creating digital channels that drove 10’s of thousands of new clients and multi-million pound revenues as well as building true on-line e-commerce platforms, Legal Reach is well placed to help you maximise your digital offering to create a powerful lead generation and client management tool.

New Business Development

Who is responsible for managing your existing strategic business partnerships or identifying and building new ones? Do you have a defined and uniformed approach, that maximises existing relationships, getting the most from them and ensuring you know what the cost and return is, while at the same time having a strategy in place to identify new opportunities and build new relationships?

Working in tandem with your D2M activities, maximising your existing strategic relationships with organisations that can potentially refer new work into your business, while also identifying and building new relationships is a key ingredient to putting in place a successful growth strategy.

And as with most things, at the heart sits a clear plan, effective processes and the ability to free up management time to build and enhance these relationships.

A lack of a clear and uniformed approach is one of the most common issues across law firms, meaning that teams are often unclear just who ‘owns’ the relationship, whether the relationship is working and indeed, not having transparency across the different departments on who is talking to which potential partnership.

Legal Reach has seen at first hand what works (and what doesn’t) and will be able to work closely with your management team to devise a clear strategy and then, if required, oversee and manage the delivery to ensure that your business is able to maximise all relationships and create a meaningful (and profitable) source of new business.

Strategic marketing

There is a world of difference between strategic marketing, marketing planning and tactical delivery. And yet often the difference is not fully understood. Strategic marketing deliveries your marketing strategy and plan. And without a plan that aligns back to the business aims and objectives then a significant part of your investment in your tactical marketing will be wasted. But many law firms remain unclear as to exactly what a strategic marketing plan is and focus purely on the tactical delivery without first defining and agreeing what they are trying to achieve.

Yet producing a strategic marketing plan that pulls everything together and ensures you are maximising your investment should not be difficult or time consuming. The problem for many is the lack of experience or time to do a proper job.

In its simplest form, strategic marketing can be divided into 3 phases, segments or stages; Stage 1 is the planning phase which again can be further divided into 4 vital elements (i) marketing audit (commonly referred to as a SWOT); (ii) marketing goals and objective setting (iii) defining the strategy and (iv) setting out the plan; Stage 2 is all about the delivery of the plan while Stage 3 is the evaluation process you go through to ensure that you are moving in the right direction to achieve your agreed goals.

Taking time to work through and define a strategic marketing plan will reap rewards, and ensure that you (and your business) fully maximise your marketing investment and achieve your overall business plans.

Channel management

In simple terms, marketing channels, such as digital or press, are avenues you use to promote your brand and services to your clients, while channel marketing is a strategy that, if done right, creates alternative channels to market that can reduce risk and help you grow your business.

From helping to develop relationships with affiliates and membership organisations which could include offering a ‘white label’ service, to even building out a series of ‘virtual offices’ to support your ‘direct marketing channels’, the key benefit of channel marketing is that you can reach audiences that you would not potentially have had access to. Plus, in many cases, your services are endorsed by that third party who enjoy a close relationship with the clients they are referring.

Having developed numerous while label offerings sold by third parties to their membership or employees, Legal Reach can help you build a true channel marketing strategy that will enhance your appeal and help you to realise your true growth potential.

Building & managing your marketing team

Managing internal marketing teams can be time consuming and a distraction, especially when the team is in-experienced. As a result, many small marketing teams become very tactically focused and often inefficient.

Having built and managed a range of small (2 to 3 people) and large marketing teams (over 50), Legal Reach is ideally placed to remove this burden, helping you to put in place the right blend of internal resources with the right capabilities and experience while also ensuring that they are fully maximised and deliver value.

Market research & analysis

Gaining the right insight to drive your business forward.

Effective market research and continual analysis is vital in helping your business achieve its true potential. From helping to identify new and emerging opportunities, to gaining critical client insights and measuring your service delivery and improving your client journey and engagement, market research should sit at the core of your business decision making process.

Through helping to understand what your prospective clients and actual clients think about you, market research can also measure the effectiveness and return of your own marketing, making sure you maximise your marketing investment.

In addition, a rolling ‘mystery shopping’ programme, measuring the client journey and service provision from initial contact to client capture can, and often does, identify significant improvements that enhance service provision and improves conversion rates … ultimately increasing the return from your marketing investment simply through making improvements to the capture process.

From working closely with some of the leading research agencies on a mix of quantitative and qualitative research programmes, along with implementing client satisfaction and mystery shopping programmes that have driven substantial increases in conversion rates and improved client engagement, Legal Reach is able to help you gain the market, competitor and client insight needed to drive your business forward and help achieve your growth objectives.

Marketing services – managing the marketing mix

At the heart of your marketing delivery is the need to set clear tactical plans and drive growth through using a set of marketing tools or tactics that promote and sell your services to your identified audiences.

At its most simple, its about positioning your service to appeal to your target audience at the right time and at the right price.

Unfortunately many firms focus purely on how to promote its services without considering how all the elements need to work collectively together, with pricing often left to the control of the finance department or the specific legal team and little or no product management in place to ensure that the services promoted are packaged correctly and appealing.

With extensive experience of building and implementing tactical marketing plans, managing marketing budgets from as little as a few thousand pound to in excess of £10m, Legal Reach is able to help you optimise your marketing investment through the delivery of integrated marketing activities that work together to drive sales and growth

Communications - delivering a consistent message across all channels

In todays multi-media society, having an integrated communications strategy that ensures consistency of message to all audiences (including prospective clients, clients, strategic partnerships, employees and business owners) and one that uses the most effective communication channels is vital.

A well defined communications strategy will ensure you maximise the right mix of channels and deliver a consistent message to the right audience, helping to build your brand, strengthen prospective and existing client relationships, and drive new business growth.

Communication is also important within the business, helping to build employee engagement which ultimately drives enhanced morale and efficiency.

Without a well defined plan that is well executed, your positioning and agreed messaging, no matter how well thought through, will become disjointed, unclear and your marketing and promotion will be less effective, increasing the cost of client acquisition and reducing your growth potential.

Press and media management - building your media profile

Do you have a clear media strategy in place, one that targets your identified audiences and which pulls together your media and press relations with your wider communications and promotional activities to create a uniformed and consistent market presence?

At the same time, do you understand how your target audience absorb their media and are you able to measure the true worth of your spend, identifying what has worked in helping to build your market presence while also driving in new business?

Having worked with some of the leading PR agencies and consultants within the legal sector, and created some of the leading UK legal brands, Legal Reach are ideally placed to help you define your press and media relations strategy and then help to build the right infrastructure to deliver it effectively.

Agency development
and management

External marketing and communication agencies can help you realise your true growth potential and a good agency, working closely with you, who understands your business aims and objectives can and should add considerable value, whether that is a PR, digital, advertising or creative agency.

However, identifying the right agency with the right blend of experience and knowledge of the legal sector in the first place, getting them in place and then managing them effectively takes considerable time … time that often isn’t available.

For any agency relationship to work, there are some key factors that must be considered; From establishing a clear set of goals and deliverables with simple and unambiguous KPIs to building good governance, clarity, and communications, the most successful relationships are those where the agency becomes interwoven within your businesses and becomes a trusted partner.

Legal Reach has developed a portfolio of companies with extensive experience within the legal sector. Therefore, apart from managing your existing agency relationships and ensuring that they deliver outstanding value, it is also able to provide access to a wide range of agencies that have a proven pedigree within the legal sector.

Marketing Promotion & Sales