October may be the last thing on your mind right now, but right now is the best time to plan for your fall law firm marketing activities. This is a great time to map out a social media schedule, get ready for a full plate of community events and revisit the activities you mean to do every year that typically fall by the wayside. Here’s a checklist to help you focus:
Social media campaigns work better with more strategic planning. Start with August, when you can address both back to school for kids and grandchildren and freshman college students who need a health care proxy. September will be too late for these themes. Always work far in advance so you don’t miss trends. You can always add a post.
Professional groups you keep meaning to join or get active with. So you’ve been a member of the local bar association for years, but never went to a single committee meeting. Go online, check the group’s calendar, and add meetings to your calendar now. You can’t network with people you don’t know.
Community organizations with a high profile. Notice how some organizations have a far higher profile than others? Their activities always seem to get more coverage than similar charities. If you are not already involved (or overextended) with non-profit groups, summer is a great time to connect. Call a board member—make sure they are someone you want to meet anyway—and ask if you can talk with them about the organization.
Punch up the news section of your website. Haven’t updated your blog or news and events section of your website since May? Visitors to your site will wonder what kind of practice would permit such a public part of their website to languish. Check out the latest Blog Support emails from IMS, or take a few minutes and surf the web for articles that are relevant to seniors and members of your target market. There’s certainly no lack of news in the estate planning area.
Always wanted to write for publication, but never did? Take advantage of a little free time now to come up with ideas for articles that you could write, for the local bar association newsletter or a local business publication. Think about what you see in your practice—check your E2-CRM to see what kind of problems your clients face. Are you seeing a lot of issues about transferring the family home to a second generation? Or maybe your clients are grappling with selecting executors because they don’t think their kids will do a good job of handling their estate? Look for trends, in legal topics or family issues, to get the creative juices flowing.