Narrower geographical areas might reduce your spending. If your practice covers a lot of territory, or a large number of communities, expect your expenses to increase. How much you spend in advertising to cover your service area runs parallel with market competitiveness.Īs mentioned, if your firm is the only one of its specialty in an area, your advertising costs may be lower. Where you practice often proves one of the more underappreciated aspects of marketing. Geographical Area and Competitiveness of the Market You’ll want to budget numerous points of engagement and regular follow-up. If your services are greater in scope – property law or estate planning – the engagement timeframe will be longer. Personal injury attorney advertising should be more immediate, single points of engagement. Is yours a solo practice that focuses on one area of law? Or does your firm feature multiple lawyers practicing multiple disciplines?ĭepending on the answer, you could find yourself targeting clients across a wide swath of advertising sources.Īlso, take into account how you approach the needs of your clients. If yours is the only family practice in town, it may not require much to get your name out there and build up your client list.ĭo you practice personal injury law in an area with heavy industry? Near major transportation centers, or where laws encourage a large legal presence? That 20% number is a necessity. Your specific discipline may influence your marketing budget. Successful personal injury firms will double this number, spending 20% on brand exposure.Ĭorporate law practices fall into the 2% to 5% range. Type of Law You PracticeĬonsumer-driven law firms – those that practice family or property law or personal injury or criminal defense – often allocate upwards of 10% of revenue to their marketing. Type of law, service scope, geography, and competition. When developing a marketing budget, consider where your firm falls within each factor. For smaller practices, the number increases to 10%. Large national or international firms will earmark up to 5% of their annual gross revenues towards marketing. Both can exist in the same segment within the same market. Law firm budgets run from shoestring to astronomical. This figure fluctuates based on many factors. On average, a law firm, regardless of its size or specialization, commits approximately 2% of annual gross revenues to marketing. The Average Marketing Spend for a Law Firm All within a budget your firm can manage. You’ll capture current marketing needs and plan for the future. Even if you don’t have the resources to employ a marketing department, all it takes is understanding a few basic tenets. Steady and measured? Rapid upward expansion? Somewhere in between?įiguring out your promotional dollars doesn’t need to be an abstract concept. You’ll also want to factor in specific goals you have for your firm’s growth. But you do need to account for the factors that influence your firm’s success. As with any business segment, there is no specific rule about how much money to spend. When deciding how to divide marketing resources, view your law practice as a small business. Especially true when your focus is on your clients. Determining your law practice marketing budget isn’t always easy.
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