Creating A Marketing Strategy For Your Mid-Sized Law Firm

This article has been written by our BD and social media consultants Akshit Prajapati and Anam Khan.

A well-formulated marketing strategy is crucial for sustainable growth in any legal practice, regardless of the firm’s size. It aligns the firm’s overarching business objectives with its marketing endeavours, providing clarity regarding the primary goals, messaging, target audience, and services offered. A marketing strategy leads to a comprehensive marketing plan, detailing the specific actions required to meet those objectives. 

Prioritizing digital visibility is essential, as over 95% of individuals seeking legal assistance begin their search online. By focusing on enhancing the firm’s online presence, the strategy helps attract new clients while retaining existing ones, ensuring the firm’s brand remains visible to prospective clients and leading to improved lead generation and profitability. 

Understanding Marketing Strategy vs. Plan

A marketing strategy is a comprehensive framework that defines your firm’s marketing goals, target audience, key messages, and the services you intend to promote. It sets the foundation for all your marketing efforts by answering the “why” behind your marketing decisions. A marketing plan, on the other hand, is the tactical roadmap that outlines the specific actions required to execute your strategy.

  • Strategy: If the firm’s strategy is to grow its civil litigation practice by 20% annually, the strategy would include market positioning and messaging targeting injury victims.
  • Plan: The plan would detail specific actions like improving SEO for civil litigation-related keywords, and publishing content addressing common grounds for litigation.


Executive Summary

The executive summary is a concise overview of your marketing strategy and plan, serving as a snapshot of how you intend to meet your firm’s goals. This section helps stakeholders quickly grasp the marketing approach and understand the rationale behind your firm’s strategic choices.

Components of an Executive Summary:

  • Firm Description: Briefly describe your firm’s specialization, team, and unique value proposition.
  • Market Trends: Highlight trends influencing your practice areas, like new legal technology or changes in regulations.
  • Client Base: Provide an overview of the clients your firm currently serves or intends to attract.
  • Financial Plan: Outline the budget allocation for marketing.
  • Strategic Objectives: Summarize the marketing goals, such as acquiring new clients or increasing brand awareness.


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Setting Marketing Objectives and KPIs

Marketing objectives are precise, short-term goals that support your firm’s broader strategic goals. Key Performance Indicators (KPIs) are measurable metrics used to track progress toward achieving those objectives. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives ensures your goals are realistic and align with your firm’s vision.


  • Objective: “Increase the frequency of white papers by 25% over the next six months.”
  • KPIs: Number of website leads, conversion rate on landing pages, and calls to action.


Identifying the Target Audience and knowing about them

Identifying your target audience involves creating detailed personas based on demographics, behaviour patterns, and concerns. This helps refine your messaging and select the right marketing channels.

Key Steps:

  • Data Collection: Analyze past client data, survey existing clients, and leverage analytics.
  • Segmentation: Group clients by common characteristics like profession, or legal needs.
  • Persona Development: Create detailed personas to represent different segments.
  • Internal Data: Start by analyzing your existing client data, such as demographics, common case types, and referral sources. 


Market Research and SWOT Analysis

Market research involves understanding your industry, competitors, and client needs. SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis provides an internal and external assessment of your firm’s position.

Understanding every detail about your client is crucial, especially when working with corporate clients. To deliver tailored legal services and strategic advice, it’s important to stay informed about their business environment and sector. One effective way to achieve this is through comprehensive market analysis.

A market analysis provides a panoramic view of the client’s industry, highlighting trends, competitive dynamics, regulatory changes, and emerging opportunities or threats. 

Core Messaging and Brand Development

Crafting a compelling core message ensures your firm’s brand resonates with potential clients. A strong brand identity differentiates your firm in the market and fosters trust.

Key Steps:

  • Unique Selling Proposition (USP): Define what sets your firm apart, like specialization or personalized service.
  • Core Messaging: Craft concise, client-focused messages addressing specific pain points.
  • Brand Assets: Design a professional logo and develop brand guidelines for consistent messaging and documents.


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Marketing Channels and Tactics

Selecting and optimizing the right marketing channels is crucial for effectively reaching your audience. 

Key Channels

  • SEO and Local SEO: Optimize your website for specific keywords, ensure consistent NAP (Name, Address, Phone) data, and use location-based keywords.
  • Content Marketing: Create educational Articles, videos, or podcasts to establish authority.
  • Social Media Marketing: Use LinkedIn to engage potential clients.
  • Email Marketing: Send targeted newsletters to segmented email lists.
  • Client Testimonials and Reviews: Showcase successful case studies and client testimonials for credibility.


Budgeting and Resource Allocation

Allocating marketing resources involves balancing the projected return on investment with budget constraints. Prioritize high-impact activities and adjust based on performance.

Key Considerations:

  • Revenue Percentage: Dedicate 2-19% of annual revenue toward marketing.
  • High-Impact Activities: Prioritize SEO and content marketing.
  • Non-Monetary Contributions: Consider internal team time and learning curves.


A meticulously crafted marketing strategy is indispensable for mid-sized law firms aiming to grow and sustain their practice. By understanding the difference between strategy and planning, your firm can align its overarching business objectives with specific, actionable steps. 

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