Prima Legal Marketing’s Team has developed all the necessary expertise, contracts and relationships with media and marketing companies, over the last 10 years, to implement a marketing strategy, specifically designed to meet your needs, in all the key areas, including:
Under our Regional Marketing Solution, PRIMA LEGAL MARKETING would be responsible for developing and implementing a broad based regional marketing strategy for you, across a number of marketing channels, to deliver your brand to prospective new clients.
PRIMA LEGAL MARKETING would agree Specific, Measureable, Achievable, Realistic and Timed objectives, with you from the outset, along with manageable budgets for your marketing strategy and provide you with regular reports on the results being delivered.
You may have tried something similar before, but your commitment may have diminished with easier acquisition routes more readily available, but these won’t be as readily available in the near future.
We understand that your time is important, and also that the changes are coming around the corner. By using PRIMA LEGAL MARKETING you would only need to deal with one point of contact, as we will manage your strategy across the marketing channels best suited to your requirements.
PRIMA LEGAL MARKETING will also make sure that the maximum amount of your marketing budget is being spent on actual advertising and not “consultancy” with no end product. PRIMA LEGAL MARKETING’s fees are based on a percentage of your actual marketing spend. That way, you know exactly how much you are spending in each channel and what the cost of results is.
We also realise that you need to keep the business supplied with work on an on going basis. We don’t therefore advocate moving large chunks of your Referral Fee budget into Direct Marketing immediately. It takes time to build your brand and the results won’t be instant. Our strategy is to increase your Direct Marketing spend over time, with the results of any activity being measured and analysed at each stage, before any increased Direct Marketing spend is implemented.
The PRIMA LEGAL MARKETING Plan will vary for each firm depending on how much Direct Marketing activity has been undertaken in the past, however the “Plan” will follow some broad principles:
Your website is your shop window. There’s no point undertaking any Direct Marketing activity if your website is not sufficiently modern and attractive to prospective clients. The first stage of the Plan is therefore to analyse your existing website and make recommendations for changes that need to be implemented. That could be some relatively minor changes, or require a whole new site.
SEO is a long term process, it cannot be achieved overnight. PRIMA LEGAL MARKETING will discuss your particular work requirements at the outset and then analyse the best Keywords for you to target on a national and regional basis, including analysing your competitors. Google ranking on the local keywords will be achieved more quickly as there is likely to be less competition on those keywords.
A key part of PRIMA LEGAL MARKETING’s offer, particularly on the SEO work is to agree a cost schedule which is based on results. There is too much “hot air” talked about SEO. PRIMA LEGAL MARKETING’s cost schedule ensures that you only pay for keywords when they have achieved prominent rankings, which means you pay by results.
Once your website has been re-launched and the SEO is underway, the next step is to start to allocate a budget for a regional PPC campaign. The regional aspect of the campaign is key, as it will allow you to target keywords in your geographic area. That will make your campaign significantly more cost effective and should help avoid the high costs of taking on the “big players” on a national basis, unless of course you want to.
Once the initial web based stages of the Plan have been implemented, PRIMA LEGAL MARKETING will then start to look at other marketing channels including local and national Press advertising, which will assist the web based marketing, as well as driving direct response enquiries, which in turn will help brand awareness.
We know from experience that the returns from Online advertising will diminish if this is not supported by Offline adverting (Press, Radio and even TV) to support the brand.
Like Press advertising Radio Advertising in your local area not only generates direct response enquiries, but also forms and important part of the Offline advertising required to support the Online campaigns.
For firms with larger budgets, DRTV can be used nationally to support the Online marketing. Acquisition costs for DRTV campaigns can be high, but DRTV is necessary for significant volume campaigns. However, that does not mean that DRTV can’t be used by firms with smaller budgets as campaigns can be targeted at local regions and on specific channels targeted at particular demographics. Any DRTV campaigns would normally be implemented after other Offline marketing campaigns had been established.
Door to Door campaigns include direct mail, door drops and inserts. These Offline marketing channels can be effective to promote specific areas of claim and can be targeted very specifically by postcode.
As part of the overall marketing strategy, Prima Legal Marketing will review your current client contact activity.
It is important to engage in regular communications with your existing and former clients. Communication strategies will include regular newsletters, free legal advice cards and family and friend referral incentives, but could extent to more sophisticated outbound contact strategies.
Before you embark on a PPC campaign or any Offline campaign generating a direct response, you need to consider how the inbound calls and web based enquiries will be handled. It is time consuming to answer calls and enquiries, but equally vital that they are dealt with quickly given the completive nature of the market.
Most firms will not be equipped to perform this function effectively and so PRIMA LEGAL MARKETING has negotiated a professional outsourced Call Centre solution, to handle this function for you, if it’s required.
To summarise, PRIMA LEGAL MARKETING believe that there is a future for individual law firms post ABS’s, Jackson and the Referral Fee ban, and that is for firms to market their own brand on a regional and national level.
We also understand that firms need to continue to buy work to keep the business moving forward. The PRIMA LEGAL MARKETING Plan takes account of that and recommends a gradual increase in your Direct Marketing spend, with the results of each new activity being measured first, before any further spending is implemented.
The Plan starts with your website and work on SEO. It moves as quickly as you want to move onto PPC and then Radio, Press and even TV, supplemented by improvements to your current CRM strategy to maximise revenue from existing and former clients.
If you make an initial in-principal commitment, PRIMA LEGAL MARKETING will produce an initial report analysing your existing website and competitors. The Report will include detailed costings to implement the initial stages of the Plan, and in terms of the SEO, we will be paid by results.
You can do this yourself. But you have to ask yourself if you’ve got the time, or indeed the expertise, to implement what’s required.
You could hire a Marketing Manager, but again would have to consider the additional employment costs and the risk that they have the expertise to actually deliver in the legal sector.
You could also use another Marketing Agency, but we think you’d find it difficult to find one with the same experience in legal marketing as PRIMA LEGAL MARKETING, and one which only operates within the legal market and restricts its clients to one pre region or local area. We also think you’d also find it hard to beat our transparent pricing at 10% of your monthly marketing spend.
Even if you are already undertaking some of this activity yourself, PRIMA LEGAL MARKETING can offer you a benchmarking service to compare the prices you are already paying with those PRIMA LEGAL MARKETING could secure for the same service. As we’ve outlined PRIMA LEGAL MARKETING’s strategy is to assist individual firms to build their own brand to generate more direct enquiries, however, those solicitors using PRIMA LEGAL MARKETING to provide their marketing services do benefit from economies of scale. The more PRIMA LEGAL MARKETING spends, the better deals firms using PRIMA LEGAL MARKETING get.
Prima Legal Marketing Ltd, Company registration number 06996932, VAT registration number 984 610595
