Why DIY Marketing Doesn’t Work in Legal – Part 2

Author: Cathy Kenton
March 25, 2014

This is the second post in this series. The previous post can be found here.

If you’ve got plenty of time on your hands to develop and implement your marketing strategy, this information doesn’t apply to you. But, in my experience most company executives and entrepreneurs suffer from a common malady…there’s only 24 hours in a day.

How does this limitation negatively impact your DIY marketing?

4. You’re not leveraging your resources

Building and managing a successful business is about leveraging resources. Many executives make the mistake of thinking that their college Marketing 101 course qualifies them to do the strategic analysis necessary to properly position their offerings. Or worse, they hire a low-cost recent graduate with no real-world or legal specific experience.

Marketing can become a revolving door. Executives hire a marketing person, expecting them to know their product and service offerings and ‘hit the ground running’. Most often the honeymoon period ends early and the company is back to square one. Marketing to the legal vertical is different from most other industries. It is imperative to  use a legal marketing specialist to validate strategies and positioning and to help create a logical plan. It is the single best investment in your business.

5. You can only handle so many #1 priorities

Most executives I meet are challenged  with multiple priorities. They’re wearing lots of hats, filling several roles, and let’s face it; they haven’t got the time to dedicate to developing, implementing, and analyzing a successful marketing strategy and plan.

Marketing planning is an intensive discipline. I personally recommend to my clients that they ‘start at the end’. By determining upfront what they want to accomplish over a given period, we are able to develop strategies and plans to reach their goals. Having specific goals allows us and them to monitor progress.

6. Your marketing becomes reactive rather than strategic

It’s easy to get sidetracked with marketing:

  • Sales are off and you need to do something to fix it now • A offer  comes in to sponsor a new event • Your competitor is speaking on a panel or exhibiting at a conference and you need to be there too

Now you’re reacting. Instead of developing a strategy, creating a plan, implementing the plan, and measuring the results, you’re all over the place. You need help filtering the noise and figuring out what actually fits into your overall strategy.

To be successful at DIY marketing you need to make it a priority, finding the right amount of time to dedicate to marketing, and have the expertise and discipline to create and follow a strategic plan. If you can’t make these commitments, you’ll be hard-pressed to succeed in fulfilling your goals.

 

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