It’s Time to Review Your Marketing Plan

In 2021 surveys show that most companies reduced their marketing budgets.  This isn’t surprising since during a crisis (Covid) companies traditionally reduce their marketing expenses first. As we pass the 1st half of 2021 and Covid begins to gain ground again, it’s time to review your marketing plan for the rest of 2021 into 2022.

With less money allocated to marketing, agencies and in-house marketing officers need to prioritize where to spend their budget. 73% of companies across multiple industries are shifting their focus to more marketing to current clients including incentivizing clients to try other products or services.  

The pandemic has also caused many companies to question the benefits of more traditional marketing channels like TV, Newspapers and Radio ads that didn’t perform well during 2020.  Estimates predict that by 2024, 70% of marketing dollars will be spent on digital platforms. Marketing Budgets Continue To Fall Sharply In 2021 According To A New Survey

It has never been more important for Law Firms to ensure they are addressing their audiences’ problems and telling the audience how they can solve those problems.  Keep in mind, audience values change over time. Most recently the #metoo and #blacklivesmatter movements are good examples of the types of shifts that can change values among large groups of people.

Creating an agile strategy driven by data-based decisions, highest ROI channels and a flexible, client-centric message will be the most important factors for successful marketing campaigns over the next several months.  Keeping these 3 factors in mind will help law firms consistently generate new clients during this challenging time. 

A key element to keeping your campaigns focused and flexible will be to consistently test your campaigns and make changes quickly based on the data. Think about your marketing campaigns from a project management perspective versus a long term planning view. 

If you need help creating a successful marketing strategy and improving your results, please feel free to schedule a phone appointment with me.

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