5 Ways to Craft Your Law Firm Marketing Strategy

You’ve probably heard the phrase “content is king.” But in today’s marketing world, you need to be more than just a content provider. You need to create and publish relevant, high-quality content that helps your target audience make decisions about how they want to work with your firm. This is key is crafting a law firm marketing strategy that will resonate not only with potential clients but also with any other parties who may influence their purchase decision such as partners at other law firms, referral sources like attorneys or accountants, and even business colleagues who might recommend your services to their contacts.

Map out your buyer’s journey

Before you can create your law firm marketing plan, it’s important to understand the stages of a buyer’s journey. The first is awareness, followed by consideration, evaluation, and purchase.With this in mind, you’ll want to define your target audience by creating buyer personas for their attitudes and behaviors at each stage in the process.

For example, a person who is aware of your brand may be someone who has heard about you through word-of-mouth or social media posts but has not yet reached out for more information or used any other services you offer. On the other hand, a person who is considering your legal services might have clicked on one of your website links on Google search results or been directed there from another site and decided to learn more about what you do before reaching out for more information about any of the legal services you offer.

Begin with the end in mind

You also need to know who your audience is and understand their needs, wants and limitations. Are they looking for someone similar to them who has had similar experiences or interests? What do they expect from a lawyer based on their past experiences with attorneys (or lack thereof)? Understanding where you want to end up with your clients will allow them to get the most of their relationship with you and also help you better define your marketing efforts toward them.

Create content for each stage of the buyer’s journey

As you get ready to craft your law firm marketing strategy, it’s important to think about how you’ll create content for each stage of the buyer’s journey.

You want to create content that helps potential clients learn more about your law firm and its services. This will help them understand what they need and why they should work with you.

Once they’re aware of and interested in working with your law firm, consider creating more detailed content—like case studies or white papers—to show prospective clients how they could benefit from working with you in particular. Make sure these materials are tailored specifically toward their needs so that they feel confident making an informed decision before contacting your office.

Take a strategic approach to content creation

When it comes to content creation, take a strategic approach. Decide what you want your company’s goals to be and how you’re going to achieve them before you start creating content. Don’t just go into this process thinking about how much fun it will be or how many clients you’ll get because of your new website; instead, think about the tangible results that could come from your efforts.

You can do so by asking yourself the following questions:

  • What kind of post would help you reach your client acquisiton goals? Do you need more blog posts? More social media engagement? Longer videos on Youtube?
  • Will any existing posts work towards these goals? Can they be repurposed somehow?
  • Is there anything else you can do with those old posts for them to reach their full potential now that you’re looking at them through the lens of your new service offerings (such as publishing an ebook based on a comprehensive post)?

Be consistent and persistent

When it comes to your law firm marketing strategy, you need to be consistent and persistent. If you’re not consistent with your marketing efforts, then it’s unlikely that anyone will take notice of them. Consistency means sticking with the same message, tone, and style in your messaging across all channels—from the email newsletter that gets sent out monthly to social media posts on Facebook and Twitter. It also means that you’ll continue doing outreach at events or speaking engagements even if no one responds immediately.

Persistence is necessary for building trust with potential clients who are unfamiliar with what you do or how qualified you are for their needs. You have to keep trying new tactics until something works for you—and then keep doing it. Don’t give up easily because there will always be another way around an obstacle—or just try another tactic altogether if the first one doesn’t work out as planned. Do whatever it takes to get results: changing course midstream may seem like a failure at first glance but sometimes that’s exactly what’s needed.


If you’re looking for a way to stand out from the crowd and make more connections with prospective clients, then it’s time to start crafting your law firm marketing strategy.