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Create Law Firm Marketing Strategy

Updated: Jun 6, 2022

Are you preparing to market and grow your law firm in 2022. If so, you need a solid and comprehensive law firm marketing strategy, this article is for you. In this guide, we’ll show you the latest law firm marketing strategies and techniques you can create your 2022 marketing plan to grow your business this year.


Define Your SMART Goals

Define your goal upfront so that you surely know where you’re going to go and what you’re going to achieve this year. The idea behind your marketing plan is to set attainable goals - SMART goals. Ensuring the goals you set are SMART (specific, measurable, achievable, relevant, and time-bound) and you’re more likely to meet your set goals.

For example, instead of setting a general goal like “generate new clients and legal cases”, you can say:

  • I want to increase the number of leads generated per month from our email marketing strategies from 15 to 30 per month.

  • I want to increase the conversion rate of leads to 25% so I’ll convert 3.75 more leads to clients per month.

Here are a few marketing goals you can consider:

  • Brand awareness

  • Lead generation

  • Thought leadership

  • Client acquisition

  • Increase customer value

Build Your Brand

A strong brand allows law firms and lawyers to resonate with the right clientele. Branding for law firms is something that raises awareness by directly appealing to customers’ emotions and ultimately contributes to attracting potential clients to law firms.

To start, consider the point below as a good start investing in the right places going forward.

  • Take a close at who you are, determine what your vision statement is

  • Determine your brand promise: Your story and unique selling proposition

Define Your Audience

 law firm marketing strategies

Next, identify your customer persona. Your customer persona must be narrowed down and detailed as much as possible. The more detailed you describe your audience, the more you can learn about your audience and thus, the more effective the outreach.

Write all things down about your audience, and build a profile of your law firm’s target client. This will help guide the creation of your target audience.

Identify A Gap In The Market

Figuring out where your law firm fits into the market can help you position yourself favorably compared to your competitors. Here are six ways you can assess what you need to fill and what your competitors are offering:

  • Do you have a service that can be adapted to better fit the market?

  • What is the difference between your legal service with your competitors?

Competitor research doesn’t take time. You need to look up law firms in the same practices area who service the same area as you. When you know who your competitors are and their strengths and weakness, you can compare and pinpoint what you need to do to stand out. The more you understand your competitors, the more you win local clients who may have otherwise gone with a competitor.

Make Note of Your Budget

When you have a solid law firm marketing strategy, it’s pertinent to the success to have the right marketing budget plan. How you can drive your marketing strategy for your law firm forward if you don’t have your finances in order? How you can calculate your marketing budgets and how to align them with your small marketing goals. How to understand how much budget you have available.

You should ensure you know how much you’re spending on marketing as a whole which helps paint a clearer picture of how much return on investment you're generating.

Choose Your Marketing Tactic

The next step is to use the information from the previous steps to determine what tactics you’ll use to make your goals a reality, what is more, likely to help you influence that goal, or which can you realistically execute.

Measure Your Success

After all, marketing campaigns help law firms attract new customers, and generate more profits. The key to any successful digital marketing campaign is tracking and measuring the success of a marketing campaign involves using key performance metrics (KPIs).

To determine whether a marketing campaign is successful, you need more than just the number of sales and amount of profit. You need to use different measures such as Return on Investment (ROI), Cost per Lead, Cost per conversion, Customer lifetime value, Cost per acquisition, Conversion rate, and Social media engagement.

>> More: Why Lawyers Should Invest In Content Marketing?

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