Carmen Jiménez Millán. Responsable de Marketing.
Como empresa de servicios, un despacho jurídico está obligado a cumplir objetivos de ventas y crear un flujo constante de clientes hacia su firma. Por ello es necesario la elaboración de un plan de marketing anual que se convierta en la carta de navegación que marque el camino para conseguir las metas a corto, medio y largo plazo. Estas son las ventajas que aporta:
– Obliga a enfocarse en unos objetivos medibles.
– Permite tener presente quién es tu cliente y cuáles son sus necesidades.
– Es la única manera de hacer que las acciones de marketing estén enfocadas al target y que cubran las necesidades del mismo.
– Supone un ahorro en presupuesto ya que sirve para enfocarse solo en aquellas acciones que funcionan.
– Se necesita para planificar las acciones a lo largo del año y prever tiempo y recursos.
– Ver, antes de acabar con el presupuesto, qué está funcionando y qué no para poder hacer cambios y rectificar sobre la marcha.
– Permite hacer una evaluación final para ver puntos de mejora y lecciones aprendidas.
En resumen, un plan de marketing permite seguir un proceso que obliga a pensar en cuál es la mejor manera para atraer clientes hacia una firma. Así se facilita la venta de servicios y especialidades.
Cómo crear un Plan de Marketing
Definir un Plan Anual de Marketing es la mejor manera de mantener a tu despacho en sintonía con las expectativas que tienes para él a lo largo del año. Campañas y promociones a lanzar y cuáles serán los mensajes principales son algunas de las cuestiones a definir para después aplicarlo y analizarlo a lo largo de su desarrollo. Estas son las fases a plantear:
– Análisis de la situación
– Determinación de objetivos
– Elaboración y selección de estrategias
– Plan de acción
– Establecimiento de presupuesto
– Métodos de control
Al comenzar el año con un Plan de Marketing, se crea una evolución natural para que las actividades de marketing vayan en aumento. Se puede aplicar las lecciones aprendidas en las etapas iniciales del plan para que el lanzamiento de campañas de marketing que estén programadas más adelante sean mejores, más sofisticadas y más eficaces.
Planificar las campañas del año ayuda también a definir un presupuesto anual para financiarlas y analizar el resultado en relación a los recursos invertidos. Se trata de establecer el camino correcto para que el marketing logre resultados necesarios y permitamaterializar los objetivos comerciales de una empresa. La complejidad del plan debe reflejar el mercado del cliente y el nivel de sofisticación de su estrategia de marketing.
«Cada paso del plan deberá diseñarse en función del anterior, lo cual dará el tiempo necesario para evaluar los resultados”
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