Five Steps that will create harmony and ensure the Legal Marketing Co-op meets expectations.
Align these steps throughout the development process and you will have a successful Co-Op marketing campaign.
- Pinpoint Market
Find a recognizable underserved community, this will become your
target niche market. Select legal industries complementary to that
community. For example: If targeting U.S. Veterans; pool boutique firms
that specialize in government benefits, foreclosure prevention, medical
malpractice and bankruptcy.
- Develop Monthly Budget
Budget should never be an afterthought. Properly executed, Co-Op
advertising can outproduce traditional single media buys allowing for
more spend. Use sustainable marketing methods that will expand the
Co-op’s footprint into the niche market. By becoming authorities in your
niche market you reduce advertising spend and increase ROI.
- Outline Process
Transparency and guidelines must be in place. Establishing rules
in advance provides controls within your Co-op. Co-ops that ultimately
succeed develop procedures that allow all members equal exposure and
participation within the marketing campaign. If you don’t have the
internal systems to allow transparency, you need to create them.
- Identify Expectations and Goals
Unite as a team. What is the measure of success for each firm?
How long will the Co-Op exist? Create a code of conduct that will
guarantee a certain standard of customer service.
- Fashion a Motto
People care about “inclusion” in a brand’s message, when they
share the same values. People who have a strong relationship with a
single brand state that they “share values” with that brand. What does
your niche market value?
“Lawyers for Veterans: advocates of economic justice, individual respect, and community wellbeing by serving the legal needs of our Colorado Veterans.”
Author Bio: Laurie Lee Swoboda is a strategic, multi-talented internet marketing guru & web designer with an eye for marketing perfection. Even though her skill set is vast, she continues with her education to this day. While her primary expertise is developing groundbreaking marketing campaigns, she is a social media architect, brand identity guru, content creation wizard, blogger extraordinaire, business development fanatic and web design solution enthusiast. Read more at http://about.me/llswoboda and http://laurieknowsmarketing.com/.