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  • Ruth Napier

Marketing strategy out of date? How to get your law firm's marketing strategy back on track.

Updated: Feb 22

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Opportunistic, reactive or uncoordinated marketing activity can all be signs that your law firm's marketing and business development strategy is out of date.

Your marketing strategy needs to include the key factors that will help focus and prioritise how you go to market.


Typically a law firm marketing strategy includes

  • what your future looks like - your vision

  • why you do what you do - your mission

  • who you are for - your ideal clients

  • why you are different - what you stand for, your values

  • the value you bring to your clients, and

  • how you want to attract and retain people to work with and for you.


How Can I Bring my Marketing & BD strategy up-to-date? 


A typical law firm marketing strategy review would encompass

  • surfacing and clarifying business goals, mission, values and firmwide objectives

  • review and analysis of current BD and marketing effectiveness

  • assessment of resources and skills needs and gaps

  • benchmarking to

    • competitors

    • optimal marketing/BD capability

  • assessment of digital marketing, data and marketing technology

  • go to market priorities for your firm/practice

  • recommendations on: strategy and tactics; team and agency structures, roles and responsibilities; systems and processes; training needs; measurement of results (ROI and KPIs); investment/budget requirements - all aligned to your priorities

  • an updated strategy and detailed action plan/implementation roadmap to include key milestones and dependencies, communications and internal engagement, aligning internal and external resources.


Your marketing strategy should evolve over time and I recommend reviewing it annually and refreshing as needed.


Where Can I Get Help With my marketing strategy?

  1. You have a marketing person or team in place

If you have a senior marketeer in your firm, with experience of setting and successfully delivering against a marketing strategy, then this should be part of their role.


Not all firms can afford to employ a full or part-time marketing director. If you have a junior marketing manager or executive, their input and advice will be limited limited by their experience.


For setting or revising your strategy, I would always recommend getting advice from someone with sufficient strategy experience for a firm of your scale and ambition.


   2. You don't have an in-house marketing resource


You may be tempted to ask the agencies you already work with (PR, digital, design, web) to assist but be aware that those agencies will lean into their areas of expertise. Your strategy may be skewed as a result.


Your most cost effective option may be to use a marketing consultant with strategic marketing experience: you don't need to employ a Marketing Director to benefit from the right level of expertise and experience a Marketing Director brings.

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Ruth Napier

I am a Marketing Director for firms that don't have one but need one.


Get in touch today for a free, no obligation discussion about how I can help you update your firm's marketing and BD strategy.

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