Lesson 9 - The importance of establishing clear and measurable marketing objectives
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Legal Marketing Core Course (LMCC)
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Module 0: Read this first before proceeding
Course Instructions
Course Compliance
Attorney advertising guidelines
Ethical practices in legal marketing
Using the word EXPERT for advertising purposes
Traditional marketing vs legal marketing
Module 1: Introduction to Legal Marketing & Sales
Module Overview
Lesson 1 - The current state of the legal market
Lesson 2 - What is marketing?
Lesson 3 - What is legal marketing?
Lesson 4 - The difference between marketing and sales
Lesson 5 - The difference between traditional marketing and digital marketing
Lesson 6 - What is a market?
Lesson 7 - The total addressable market (TAM)
Lesson 8 - What is relationship marketing?
Lesson 9 - What is a marketing plan?
Lesson 10 - SMART Goals
Lesson 11 - Segmentation and Positioning
Lesson 12 - The marketing mix
Lesson 13 - Concepts of goods, services, and ideas
Lesson 14 - Environment in which legal marketing operates
Lesson 15 - Behaviour of the consumer of legal services
Lesson 16 - Conducting market research
Lesson 17 - Selecting the target market for a legal service provider
Lesson 18 - How to set prices for legal services
Lesson 19 - Concepts of advertising and public relations
Lesson 20 - The concept of value proposition
Lesson 21 - How to create a value proposition for a law firm
Lesson 22 - The concept of unique selling proposition (USP)
Lesson 23 - The sales funnel and its stages
Lesson 24 - The concepts of up-selling and cross-selling
Lesson 25 - What is prospecting?
Lesson 26 - What is a sales pitch?
Lesson 27 - What is lead generation?
Module Quiz
LMCC MOD1 - Module Transcription.pdf
LMCC MOD1 - Slide Deck.pdf
Module 2: Building a legal marketing plan for your legal practice
Module Overview
Lesson 1 - What is a legal marketing plan?
Lesson 2 - The components of a legal marketing plan
Lesson 3 - The executive summary: understanding its role and key elements
Lesson 4 - How to write a mission statement that reflects your legal practice's values and goals
Lesson 5 - Conducting a market analysis: tools and techniques
Lesson 6 - Applying SWOT analysis to uncover strategic marketing directions
Lesson 7 - Identifying key competitors and analyzing their strategies
Lesson 8 - Creating a buyers persona for targeted marketing efforts
Lesson 9 - The importance of establishing clear and measurable marketing objectives
Lesson 10 - Crafting a pricing strategy that aligns with your marketing positioning
Lesson 11 - Choosing the right channels to reach your target audience
Lesson 12 - Budgeting for marketing activities: Allocation and optimization
Lesson 13 - Putting everything together in a documented plan
Lesson 14 - Monitoring and adjusting a legal marketing plan
Module Quiz
LMCC MOD2 - Module Transcription.pdf
LMCC MOD2 - Slide Deck.pdf
Module 3: Executing a successful digital marketing strategy for a legal practice
Module Overview
Lesson 1 - Introducing the case study: Anderson and Smith LLP
Lesson 2 - Reviewing the legal marketing plan before moving forward
Lesson 3 - The social media marketing strategy for Anderson & Smith
Lesson 4 - The content marketing strategy for Anderson & Smith
Lesson 5 - The paid advertising strategy for Anderson & Smith
Lesson 6 - The community management strategy for Anderson & Smith
Lesson 7 - The SEO strategy for Anderson & Smith
Lesson 8 - The email marketing strategy for Anderson & Smith
Lesson 9 - Website optimization and automations for Anderson & Smith
Lesson 10 - Measuring results and applying changes to the legal marketing plan
Lesson 11 - Documenting lessons learned for future legal marketing strategies
LMCC MOD3 - Module Transcription.pdf
LMCC MOD3 - Slide Deck.pdf
Course Resources
Welcome to the Resources section
LMCC Course Exercise.pdf
LMCC Action Items & Strategies.pdf
LMCC Legal Marketing Plan.pdf
LMCC Resource - 97 marketing terms that every lawyer needs to know.pdf
LMCC Resource - Setting realistic marketing goals for a law practice A strategic approach.pdf
LMCC Resource - Measuring the impact and ROI of legal marketing efforts.pdf
LMCC Resource - The key elements of a comprehensive legal marketing strategy.pdf
LMCC Resource - Budgeting and Resource Allocation.pdf
LMCC Resource - The power of client reviews and testimonials in legal marketing.pdf
LDMI Resource - Recommended Books & Publications.pdf
Earn your Certified Legal Marketing Associate™ (CLMA) credential
Final Quiz Instructions
Final Quiz
What's Next?