The document provides guidance on how to build an effective marketing plan and measure return on investment (ROI) for a law firm. It outlines an 8-step process for developing a marketing plan, including conducting an analysis of the firm's current marketing efforts and clients, defining the ideal client, identifying competitive advantages, determining appropriate marketing mediums, setting goals and budget, ensuring readiness for growth, and tracking results to measure ROI and make adjustments. The document emphasizes the importance of having a marketing plan, tracking costs and conversions, and using data to analyze ROI in order to focus efforts and chart success.

1. How to Build a Marketing
Plan and Measure ROI
Legal Marketing Masterclass Series

3. Housekeeping
● Session length: 60 minutes
● Use to engage with fellow meetup attendees
and select “everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session

4. 4
Agenda
● Meet the panel
● Marketing plan polls
● Why do you need a marketing plan
● How to build a marketing plan
● Measuring ROI
● Additional Resources
● Q&A

5. 5
Jessica Toro
Events Manager at Clio
jessica.toro@clio.com
Andrea Jones
Founder of Rise Up 2 Marketing
andrea@riseup2marketing.com
Today’s Speakers
Justin Sisemore
Owner of Sisemore Law Firm
justin@lawyerdfw.com

6. POLL TIME

7. 7
How are you
marketing your firm?
Does the ROI justify
the costs?
How are your marketing right now?
What is working, what is not working?
Knowledge about your market and your
competition
Understanding your (potential) Clients

8. ● Create an effective marketing plan that’s tailored to your firm’s capacity,
goals, and strengths
● Ensure you’re set up to handle new leads and properly track conversions
● Collect data and run reports to analyze the return on your marketing
investments
Goals for today

9. Why do you even need a marketing plan?

10. Why do you even need a marketing plan?

11. Why do you even need a marketing plan?

12. Why do you even need a marketing plan?
Marketing creates the sale opportunity
● Tracks costs and measures value
● Helps with focus
● Charts success
● Serves as business handbook
● Captures thinking on paper
● Reflects the big picture
● Becomes document to build on

13. How to build a marketing plan

14. How to build a marketing plan
● Step 1 Status Quo
● Step 2 Defining your Ideal Client
● Step 3 Identifying Your Competitive Difference
● Step 4 Determine your Marketing Mediums
● Step 5 Goals
● Step 6 Budget
● Step 7 READY FOR GROWTH ???
● Step 8 Track and Adjust

15. Step 1 – Status Quo
1. Your Market and your Competition
Location, biggest competitors, market saturation (niche?), etc.
2. Your Clients
Who are you serving now, Client survey, etc.
3. Your Marketing Efforts and Results
Leads vs. Conversions, conversion rate, cost per lead, etc.
Are you READY for growth?

16. Step 1 – Status Quo

17. Step 2 - Defining Your Ideal Client
1. Who do you ENJOY working with? and Who DONʼT you want to work with?
2. Create an Avatar

18. Step 3 - Identifying Your Competitive Difference

19. Step 3 - Identifying Your Competitive Difference
Value Proposition
For the client
1. Appeal: This is something I really want
2. Exclusivity: I can’t get this from any other law firm anywhere else
3. Credibility: I believe you. I believe your firm’s claims
4. Clarity: I understand your firm’s claim
Answer these:
1. Who are you?
2. What can you do for me?
3. Why should I trust you to help me?
4. Have you served anyone like me?

20. Step 3 - Identifying Your Competitive Difference
Uber – The Smartest Way to Get Around
Apple iPhone – The Experience IS the Product
Slack – Be More Productive at Work with Less Effort
Digit – Save Money Without Thinking About It
LessAccounting – Bookkeeping, Without the Hassle

21. Step 4 - Determine Your Marketing Mediums
SUCCESS = Client, market, message and medium HAVE to match !!!

22. Step 4 - Determine your Marketing Mediums
The BASICS first !!!! GMB, NAP, Citations, Reviews
Search Engine Optimization
Content Marketing
Social Media Marketing
Email Marketing
Google Ads
Webpage
And much more …..
ANALYZE !!!!! - Get a second opinion.

23. Step 4 - Determine your Marketing Mediums

25. Step 5 - Goals
Examples
1. Number of consultations
2. Number of new cases
3. Value of retainers
4. Case value
Etc.

26. Step 6 - Budget
As a general rule of thumb, companies should allocate between 5% to 15% of
their total gross revenue to marketing to maintain their current position in
the industry.
● In January 2021, Deloitteʼs annual CMO Survey report shows marketing
budgets are roughly 11.7% (June 2020 12.6%)
● Gartnerʼs 2020 CMO survey confirms budgets around 11%
● The U.S. Small Business Administration (businesses with revenue less
than 5 million) recommends spending 7%-8% of your firm's gross
revenue on marketing - but this number depends on the area of practice,
geographical location, how established the law firm is, etc.

27. Step 7 - READY FOR GROWTH ???
People
Team, unique gifts, “buy-in”, servantʼs heart, etc.
Processes
Contact options, hours of operation, follow up, etc.
Customer Service
First impressions, exceeding client expectations, “easy” rule, etc.

28. Step 8 – Track and Adjust
1. Referral Sources
2. Leads
3. Conversions
4. Cost per lead
5. Cost per conversion
ROI – Return on Investment

29. ROI – Return on Investment

30. ROI – for each referral source

31. Leads vs Conversions

32. Overall effectiveness of your marketing
Minimum ROI = (Required # Of Cases x Average Case Value) / Marketing
Costs
Brands with high level of public awareness see an average return of 3.6
Midsize brands see a return of 2.8
(Nielsen)
Sisemore in 2021 6.95 (just retainers)

33. Don’t “fly” blind …

34. Don’t “fly” blind …

35. Don’t “fly” blind …

36. Key Takeaways
1. Without a plan you will not reach your goal
2. No more “bright shiny objects” !!!
3. Have a trusted partner by your side who will not SELL you but support you –
INTEGRITY !!!!
4. Track, track, track !!!!
5. Adjust your plan

37. How are you marketing your firm?
Does the ROI justify the costs?

38. Justin Sisemore’s Experience
Moderator asking him about:
1. Reporting (SEO Reports, Reporting in Clio)
2. Having visibility compared to “gut feeling”
3. Business Decisions

39. Jurisdiction Leads - Justin Sisemore

40. 40
Clio’s Offerings &
Additional Resources

41. Clio EasyStart
Track your time and get paid
Everything you need to track your time, bill your clients, and get paid—plus some extras!
Clio Essentials
Optimize firm operations
Includes critical law practice management tools that allow you to work smarter, customize
how your firm gets organized, and communicate with clients and co-counsel.
Clio Advance
Scale your impact
Introduces unlimited access to new productivity tools and more business and financial
oversight. Priority on-call support ensures you get the most out of Clio.
Clio Complete
Grow your business
Scale your business by adding Clio Grow to improve and automate your client intake with
online forms, online appointment bookings, automated emails follow-ups, and more.
Lawyaw
New software for solo, small- and mid-sized legal practices that can help streamline
information gathering and document assembly, along with built-in e-sign and other features.
Visit clio.com/pricing to learn more.
Clio’s Offerings

42. Polls for Non-Clio and Clio Customers
Poll 1: For Non-Clio Users
Would you like to learn more about Clio?
a. Yes, I would like to learn more
about Clioʼs products
b. Clio Cloud Conference
c. No, Iʼm not interested
d. No, Iʼm already a Clio Customer
42
Poll 2: For Clio Users
Would you like to learn more about:
a. Adding Clio Grow to streamline
client intake
b. Adding Clio Payments
c. Clio Cloud Conference
d. No, Iʼm not interested or I already
use Clio Grow/Payments

43. Additional Resources
43
● Guide: How to Create a Marketing Budget for Small Law Firms
● CLE-eligible webinar: How to Build the Best Virtual Law Firm, July 12
● Demo webinar: Watch How Law Firms Use Clio
● Meetup Series: The Legal Marketing Masterclass Series, June - August
● Clio Cloud Conference October 10-11, 2022: Get your pass

44. Andrea Jones: andrea@riseup2marketing.com
Schedule a complimentary 30-minute consultation: https://riseup2marketing.com/
Justin Sisemore:Samantha@lawyerdfw.com
Subscribe to Podcast
https://in-your-best.blubrry.net/2022/06/01/get-to-know-justin-sisemore-sisemore-law-firm-ep-1/
Webpage: www.thetxattorneys.com
Subscribe to Blogs: https://www.thetxattorneys.com/blog

45. 45
Additional
Questions

46. 46
Thank You